Commerce Marketing

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INTRODUCTIONS (11:00AM – 11:15AM)
Paul P. Robinson,
 Director of the Commerce Committee, ANA

ROUNDTABLE DISCUSSION (11:15AM-11:35AM)

I. Pepsi & 7-Eleven Drive Sales of Pizza & Pepsi (11:35AM – 12:15PM)
Stacey Nachtaler will share the breakthrough convergence of personalization at scale retail program with Pepsi and 7-Eleven. Learn how Pepsi deployed customized voice-overs to balance personalization and accelerated sales of Pepsi & Pizza at 7-Eleven. This program integrated the strengths and power of 3 participating brands: Pepsi, Google & 7-Eleven and was measured by the first Google sales lift study with Nielsen. Learn how Pepsi’s shopper team leveraged advanced data & digital video partnerships to drive greater cultural relevance, elevate appetite appeal & drive sales of Pepsi & Pizza at 7-Eleven.

Speaker: Stacey Nachtaler, Marketing Director, PepsiCo

II. The Creative Commerce Evolution (12:15PM – 12:55PM)
Things were always moving fast, but the global pandemic has fundamentally changed the face of marketing and retail.  The dramatic e-commerce growth over the past 18 months may have shifted our focus, but it’s consumer’s holistic journey that presents a new type of creative challenge that enables people to buy anytime, anywhere  For brands, the opportunity is in understanding how a consumer thinks, acts and buys — and adapting quickly to deliver the most engaging and culturally relevant experience that converts — across digital and physical channels.  Commerce has become more than a transaction, it is a new creativity canvas for growing brands and businesses.   Jacquelyn Baker of VMYL&R COMMERCE will explore the evolution of creative commerce and how marketers need to think beyond the confines of the digital channel alone to deliver on a new set of consumer expectations.

Speaker: Jacquelyn Baker, Executive Vice President, VMLY&R Commerce

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