Marketing Futures

This event is over.


WELCOME (11:00AM – 11:05AM EST)

The Marketing Futures Committee sits at the crossroads of inspiration and application. We are a collective of marketers, innovators, entrepreneurs, and agency professionals with a single goal -- creating a better tomorrow for our industry.

I. "MICRO-CAMPAIGNS" - THE FUTURE OF CHALLENGER MARKETING (11:05AM - 11:45AM)

Weleda is a leading European natural beauty brand, but virtually unknown in the U.S. Furthermore, the company was completely outgunned in media spend, with competitors spending up to $100 million in media annually. Given the massive disparity of budgets, Weleda needed a sophisticated tech stack to deliver surgically precise targeting. Rob Keen of Weleda and Lance Porigow of The Shipyard join us to discuss how they tested 70 messages against 575 audiences to identify hundreds of personalized "micro-campaigns" that enabled Weleda to become one of the top brands in the space.

Speakers:

Rob Keen
CEO
Weleda

Lance Porigow
EVP, Head of eCommerce Growth
The Shipyard

II. CREATING SHOPPABLE MOMENTS EVERYHWERE (11:55AM - 12:35PM)

According to IAB, COVID-19 accelerated the United States' transition to a "storeless" Direct Brand Economy five times faster than pre-pandemic rates. Consumers can go from browsing to shopping in a just few finger taps. Sometimes the first time they even interact with a brand is when it arrives at their doorstep. More than ever, marketers need to examine their entire media ecosystem for creative and efficient ways to enable purchase. Chris Emery and Erich Parker of Blue Chip look at the future of retail and shopping including:

  • The store of the future
  • Tech innovation transforming shopping
  • Examples of new and emerging shoppable digital media
  • Innovative approaches to add shoppable elements to traditional / offline media vehicles

 Speakers:

Chris Emery
Director of Retail Intelligence
Blue Chip

Erich Parker 
VP of Integrated Media
Blue Chip