Content Marketing

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I. Think like a brand: Why it matters to Publishers and Media Companies… and that in turn matters to a brand’s bottom line. (11:35AM – 12:15PM)
Publishers, like The Washington Post, are in the midst of a major strategy shift, moving to form deeper, more effective relationships with brands. With increasing consumer insights and scale, publishers have more capabilities than ever to help brands achieve their goals. But with this move toward more intimate collaboration comes a realization that to truly be successful, publishers must better understand the brand-side perspective. As the newly appointed head of The Washington Post Creative Group, which includes WP BrandStudio, brand strategy, design and program management, Scott Weisenthal will talk about his brand experience and how that translates to being a better business and creative partner to CMOs and their teams.

Scott Weisenthal, Director-The Washington Post Creative Group, The Washington Post

II. Sweet Content Marketing Lessons from Mars Wrigley (12:15PM – 12:55PM)
Michael Italia, head of Mars Wrigley’s in-house social media & digital content studio The Digital Hive, discusses how brands like M&M’S and SKITTLES have leveraged the digital space to build fan engagement and relevancy in a rapidly changing climate. Michael will discuss how Mar Wrigley’s evolution toward an in-house/agency hybrid digital content model has allow these iconic brands to remain agile while reaching a new generation of consumers. Michael shares some learnings on what makes effective social content in an environment with average view times under 2 seconds.

Michael Italia, 
Head of Social Media & Digital Content Studio, Mars Wrigley

WRAP-UP (12:55PM – 1:00PM)