Media Leadership
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I. WELCOME & INTRODUCTIONS: (11:00AM ET)
II. MEMBER ROUNDTABLE DISCUSSION (11:05 – 11:15AM ET)
III. BEHIND COOPER TIRE'S HYBRID IN-HOUSE STRATEGY (11:15AM – 12:00PM ET)
For years, Cooper Tire relied on its agency to own and manage media, from owning tech contracts to executing the buys. In 2019, a series of events inspired Cooper to re-evaluate their strategy. In this session, Cooper's Head of Media & Content Distribution will share what happened to make them start thinking differently, and the steps they took to bring a portion of media in house. You'll also learn the impact of this hybrid strategy and what's next.
Speakers:
Andrea Steele, Head of Media & Content Distribution, Cooper Tire & Rubber
IV. BREAK (12:00 – 12:10PM ET)
V. PEPSI: THE EVOLUTION OF INFLUENCERS TO DEEPEN CONSUMER ENGAGEMENT (12:10PM – 1:00PM ET)
Tapping into consumers increased time on their phones and social media during the pandemic, Pepsi partnered with Echelon Entertainment to find a new way to meet audiences where they were while breaking through the noise in a saturated market. The result was the #YourWildestDreams talent competition on Triller, led by Fat Joe and an influential team of industry insiders. Pepsi and Echelon discuss their approach in viewing their audience as both consumers and creators, integrating authentic brand messaging, and leveraging trends on existing platforms while breaking into emerging ones.
Speakers:
Chauncey Hamlett, VP/CMO Pepsi Beverages North America South Division – PepsiCo
Paul Estevez, CEO, Echelon Culture