Sponsorship & Experiential Marketing

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INTRODUCTIONS (9:30 - 9:45am ET)
Speaker: Gena Casciano, Director, Brand Activation, Experiential & Marketing Futures, ANA


I. How Fake Love and Charlotte's Web tap into the "Meaning Economy" to drive purpose within Experiential (10:00 - 10:45am ET)
During the 90s, the focus was on digital. By 2010, it was social currency, and in 2020, experiences have officially entered the "meaning economy," where successful brands connect with consumers through purpose and higher ideals via meaningful experiences. New York Times Company’s experiential agency Fake Love and hemp-based CBD pioneer Charlotte's Web explain the trailblazing campaign “Trust the Earth." Charlotte's Web is providing open access to the power of hemp for health, and you will hear its authentic story of improving people's lives, adding value, and in turn bettering the human experience.

Then, hear from the NYTLive team on how the agency works with its parent company to activate these cross-functional experiences.
Josh Horowitz, Founder & Chief Growth Office, Fake Love
Vida Cornelious, Chief Creative Officer, Fake Love
Andrew Lincoln, Associate Director of Integrated Marketing, Charlotte's Web
Jeff Weiss, Advisor, Charlotte's Web

COFFEE BREAK (10:45 - 11:00am ET)

II. The Intersection of Brand Marketing & Strategy with Partnership Development (11:00 - 11:45am ET)
How has Blue Note Entertainment Group (a legendary brand in live music and jazz) developed creative partnerships across industries, with brands such as Sony, Intel, Pernod Ricard/Seagram’s Gin, the European Union Government, NHK Media, the New York Football Giants, and more? Work that not only effectively serves those clients and drives partnership marketing/“sponsorship" revenue, but also plays a key role in supporting brand marketing and business objectives for Blue Note’s core business? This presentation will spotlight Blue Note’s growth and brand marketing strategy that organically evolved into a boutique in-house agency, creating campaigns that serve the mutual interests of its clients and core brand.
Jordy Freed, VP, Strategic Marketing, Blue Note
Jennifer Harrington, Director of Marketing, Blue Note New York

LUNCH (11:45am - 12:30pm ET)

III. The Evolution of Sponsorship Marketing (12:30 - 1:15pm ET)
In today’s market, sponsors are looking to move from the partnership models of old to ones that creatively meet their goals. The Howard Hughes Corporation will share the road they traveled in revitalizing lower Manhattan’s historic Seaport neighborhood. Today’s presentation will include an overview of the team’s strategy, creation and implementation of the non-traditional marketing partnerships created for the Seaport District, including Pier 17, and will focus on the how The Rooftop at Pier 17 was turned into a community anchor and award-winning entertainment venue
Liz Wallace, Director, Strategic Partnerships, Howard Hughes Corporation: The Seaport District/Pier 17

IV. Curating Immersive Retail Experiences That Drive Results (1:15 - 2:00pm ET)
Let's talk about how online and offline commerce is merging with art experiences to drive traffic and sales. SHOWFIELDS is deemed the most interesting store in the world. In its first year of life, its flagship location has become a leading stage, built to engage and inspire discovery through revolving experiences with the brands, artists, and communities of tomorrow.
Speaker: Tam Gryn, Head of Show, SHOWFIELDS

**Schedule subject to change