Using Branded Content to Build Buzz and Stand Out Presented by The Walt Disney Company

Lisa Valentino

Executive Vice President, Client and Brand Solutions The Walt Disney Company

`OUT • EGRATION (n.) 1. THE ACT OR PROCESS OF TAKING INTEGRATION OUT OF THE SHOW

The Walt Disney Company has an unrivaled legacy of creating world class storytelling. As a leading creator of Branded Content in entertainment, they use their intellectual property to solve a brand’s problem; enhancing both brands and compromising neither. The result is a powerful and authentic extension of their client’s brand story.  Jerry Daniello and Jeffrey Weinstock will share the keys to create branded content that entertains and engages our audiences.

Jerry Daniello

Senior Vice President, Entertainment Brand Solutions The Walt Disney Company

STORY HUNTING: DESIGNING AN INTEGRATED NEWSROOM STRATEGY

In this session, John von Brachel will talk about a content marketing integration strategy that helps mine the best local stories that both reflect the bank’s values, and the needs and goals of its audiences.

John von Brachel

Senior Vice President, Content Marketing Executive Bank of America

CONTENT WITH PURPOSE- PANERA BREAD'S 'FOOD INTERRUPTED'

Panera Bread is a true mover in the food policy space. To compliment its multi-year ‘Food as it Should Be’ campaign platform, the brand was ready to go deeper, and wider to bring consumers into their mission: to change the food industry from the inside out. ‘Food Interrupted’ is a content series that makes food policy accessible and entertaining with industry influencers and innovators like Marcus Samuelsson and Rainn Wilson. It also shows consumers how they can make an impact.  Emmy-nominated and heading into season two, ‘Food Interrupted’ changed Panera’s relationship with its customers from fast casual to life changing and long term. In this session, Sara Burnett VP, Wellness and Food Policy at Panera Bread and Justin Barocas, CEO, Executive Producer at ACE Content will provide insights and learnings from this successful launch.

Sara Burnett

Vice President, Wellness and Food Policy Panera Bread

GIVING YOUR BRANDED CONTENT A VOICE

‘Alexa, Open Westworld.’ These three words changed the way brands approach marketing and emerging technologies, and the way that the advertising industry viewed Voice as a platform for branded content. With more than two hours of unique gameplay, each element of HBO’s “Westworld: The Maze” was designed with the show’s layered and rich narrative in mind, creating a truly immersive Voice experience that’s unlike any other skill on the market. Ad agency 360i will share the journey that resulted in the most-awarded Voice application to date, what they learned along the way, and the potential for smart, engaging branded content on Voice.  

Andrew Hunter

Creative Director 360i

BUDWEISER'S EARNED MEDIA MODEL: LEANING INTO CULTURAL MOMENTS TO HUMANIZE THE BRAND

After decades of decline, Budweiser has embarked on a journey to humanize the brand. They have disrupted the way they communicate their purpose in an effort to stop acting like a mass beer, but rather an iconic cultural leader - because Budweiser is bigger than beer.  Through their "Earned Media Model," Budweiser has managed to stabilize trends and improve consumers' perceptions of the brand. Madison Pietrowski, Sr. Brand Director of Budweiser, will discuss their marketing approach and share insights behind recent campaigns such as "Reprinting History," "This Bud's for Jackie" and "This Bud's For 3."

Madison Pietrowski

Senior Director, Budweiser Anheuser-Busch