Event Recaps
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Brands Driving with Purpose to Deliver to Customers' Lifestyles
Event Recaps April 13, 2022Ford shared how it integrates its brand purpose — to help build a better world, where every person is free to move and pursue their dreams — in its product line, and how it drives positive impact across the country.
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Building Brands Through AR: Reimagining the Shopper Experience
Event Recaps April 13, 2022Kenny Mitchell, CMO at Snap Inc., and Craig Brommers, CMO at American Eagle, discussed how this generation is putting their values into action and shopping through Augmented Reality (AR).
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Getting in the Game with Gen Z
Event Recaps April 13, 2022Carl Loredo, Wendy's U.S. CMO, explained the story of how the QSR known for its square hamburgers leveraged its challenger attitude to reshape the rules and became an iconic Gen Z "brand-fluencer" in gaming, social, sports, and pop culture.
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How CHERVON Drives Awareness and Conversion Through Integrated Media Strategy
Event Recaps April 13, 2022CHERVON is a leading global provider to the power-tool, outdoor power equipment, and related industries. In this session, Mark Yesayian and Joe Turoff discussed how they collaborate to drive awareness and conversion through their integrated media strategy.
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Keeping the Fun in Functional: How Marketers Can Best Align with the Current Priorities of Consumers
Event Recaps April 13, 2022Vericast offers insights from updated consumer research and recommendations for how best to align with evolving consumer concerns and create meaningful connections that lead to strong and growing brands.
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Reinventing a Brand to Be Driven by Purpose
Event Recaps April 13, 2022Pet food company Canidae turned a disconnected house of brands into a branded house driven by purpose.
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Reinventing an Iconic Brand for a New Era
Event Recaps April 13, 2022IBM’s Joe Rivas shared how he and his team launched a new brand platform, educated the entire organization to achieve full buy-in on this new platform, and activated across numerous media to ensure engagement and success across the entire marketing funnel.
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Return on Authenticity: A New Measure of Brand Success
Event Recaps April 13, 2022With consumers paying more attention to how brands behave, brand authenticity is highly influential to a brand's success.
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The Pressed Omni-Channel Brand Refresh
Event Recaps April 13, 2022Pressed shared how it used its founding story and consumer research to guide its rebranding effort, which resulted in a new name and a new product line.
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Understanding the Brands for Humans Assignment
Event Recaps April 13, 2022Trinity Health's Julie Spencer Washington shared how her brand’s “It Starts Here” campaign embodied the “brands for humans” ethos, leveraging influencers, digital and social, and community leaders to raise awareness and rate of vaccination in communities with higher COVID-19 risks.
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What Is the Role of Beer and Marketing in Promoting Better Alcohol Consumptions Patterns? The ABI Proposal
Event Recaps April 13, 2022In this session, learn how ABINBEV, the world’s leading brewer, is committed to accelerating continued progress toward the reduction of harmful consumption of alcohol worldwide.
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Why BROWN GIRL Jane Chooses Community Building First
Event Recaps April 13, 2022BROWN GIRL Jane shared how it connects with Black and Brown beauty and wellness consumers through social content, email marketing, and events.
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Activate Brand Purpose
Event Recaps April 12, 2022There's been an explosion of interest in purpose-driven marketing, but StrawberryFrog has found that activating purpose is a huge challenge. This session provides a platform for culture carriers at all levels in a company to learn how to better activate purpose and show how it drives performance.
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Brand Storytelling: Innovating at the Speed of Social
Event Recaps April 12, 2022To drive brand preference through healthy social relationships with its most valuable customers, Intel and dentsu mcgarrybowen collaborated on Intel’s first-ever Twitter Spaces event to propel and re-enforce Intel’s cultural fluency and leadership in tech by elevating diverse, important voices and partnerships.
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Building a More Human Brand
Event Recaps April 12, 2022John Hancock CMO Kate Ardini shared how her brand strives for customer-obsession and a human-centric approach that is led by purpose and a continuous effort to overhaul old models and eschew the status quo.
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Building Brands Backwards
Event Recaps April 12, 2022Click-to-buy is throwing marketing strategy out of sequence. Because people can order a product whenever they encounter it, they are becoming customers before they know anything about a brand. Blue Chip, a creative marketing agency based in Chicago, discussed how to understand the entire consumer journey.
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How Marketing Is Evolving at Philips to Meet the New Reality of Health Care
Event Recaps April 12, 2022Philips surveyed the shifting landscape of the health care industry and indicated its approaches to responding to the transformations.
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How Square is Building a Strong B2B Brand
Event Recaps April 12, 2022Tia Cummings, SVP of global marketing at Square, discussed how Square is approaching global brand-building on its mission to help businesses of all sizes start, run, and grow.
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Perfecting the Link Between Strong Branding and Commerce Growth
Event Recaps April 12, 2022In this session, Jennifer Mason, Customer Director, Shopper Marketing at industry leading Mondelēz International, shared how Mondelēz develops brand ideas and partners internally to bring these to life at retail to drive commerce.
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Stories Worth Telling: Fueling Growth the Human Way
Event Recaps April 12, 2022Mattel shared how it leveraged storytelling to bring its marketing playbook to life — evolving its demand creation engine and driving a transformational turnaround in the process.
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