Shopper / Commerce Marketing

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NETWORKING BREAKFAST (9:00 – 9:30 a.m.)
INTRODUCTIONS (9:30 – 9:45 a.m.)

I. Session 1: You want me to buy where?: Successfully Selling in Unexpected Channels (9:45 - 10:30 a.m.) Today’s marketplace has more points of sale than ever before, from emerging store formats to online retail. Getting into those channels can be challenging. But for many brands, the even larger struggle is instilling new shopper habits — getting people to buy in places that aren’t always intuitive.

Joe Reske, 
Sr. Director of Marketing, DairyPure, Dean Foods
Charlie Anderson, CEO, Shoptology

II. Session 2: Why Agency-Client Trust Leads to Breakthrough Campaigns (10:45 - 11:30 a.m.)
Trust and transparency between agency and client matters. Yet, less than 30 percent of ANA Survey respondents feel like the current trust level is high. In the saturated world of advertising and marketing, consumers' attention is more difficult to capture than ever before. That is why the strength of the client-agency relationship could be the difference between a campaign that simply "launches" and one that truly breaks through. After 30 years at P&G in shopper marketing and switching to the agency side, Blue Chip's EVP of Business Leadership, Joy Mead, will share five critical reasons clients should share more with their agency to foster trust, transparency, and accelerate great work.

Speaker: Joy Mead, EVP + GM, Business Leadership, Blue Chip

III. Session 3: Leveraging Content to Drive Sales (11:30 a.m. - 12:15 p.m.) Risa Crandall VP Digital at Meredith (People, All Recipes, Entertainment Weekly, Martha Stewart to name a few) will share the power of leveraging content brands to drive commerce. By utilizing deep data, technology and consumer insights, we will share three examples of best practices to building products that were born from consumer insights to drive conversion. We will share the insights leading to a new consumer product, a technology product and a market opportunity.

Speaker: Risa Crandall, Vice President, Digital, The Meredith Corporation

LUNCH (12:15 - 12:45 p.m.)

IV. Session 4: Winning a Super Reggie: Sweet Victory for OREO & 7-Eleven (12:45 - 1:30 p.m.)
In 2017 business was getting a little stale for OREO — 7-Eleven’s OREO brand consumption was down double digits. Learn how OREO partnered with 7-Eleven to surprise and delight OREO shoppers with a unique, category-crossing event featuring a new, exclusive OREO hot beverage offering, cookie pack, and more. 


Mindy Stone, Customer Director, Shopper Marketing, Mondelēz International
Heather Johnson, Customer Business Leader, Mondelēz International
Tracey Brown, Customer Category Manager, Mondelēz International

V. Session 5: A New Age of Storytelling and Customer Engagement: How XR (AR/VR/MR) Technologies Can Help Marketers Connect with Their Shopping Audience (1:30 - 2:15 p.m.)
With all the buzz and attention about AR (Augmented Reality), VR (Virtual Reality) and MR (Mixed Reality) how does it fit in the Consumer Journey? We are at the beginning of a new era of connecting with consumers. Through an increasingly immersive and self-directed world of new media experiences, XR is enabling a new way for marketers to communicate with their customers. For marketers to fully realize the opportunity digital reality presents, they must understand this new storytelling language and how their audience is engaging along the consumer journey. Groove Jones works with world-class brands like Amazon, AT&T, Ford, General Mills, Sleep Number, and Toyota. In this presentation, Dale Carman (ECD of Groove Jones) will explore how XR technologies play into brand storytelling and engagement and review case studies from brands that are delivering real-world results.

Speaker: Dale Carmen, Groove Jones