Tuesday, April 7, 2015
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9:00am
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Breakfast
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9:45am
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General Sessions
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MILLERCOORS: DRIVING ECOMMERCE AT THE INTERSECTION OF MOBILE AND SOCIAL
A conversation of how MillerCoors appealed to consumers by: capitalizing on social and mobile behaviors, appealing to a desire for convenience, and delivering value to drive preference and volume for the Miller Lite Brand.
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Dilini Fernando
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Digital Manager
MillerCoors
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WHIRLPOOL: DELIVERING INNOVATIVE TECHNOLOGY THAT CARES
Whirlpool has been dedicated to innovative appliances and the people that use them for over one hundred years. In 2014 they launched the “Every day, care” campaign that focuses on the care people provide and the role that Whirlpool appliances play every day. Learn how Whirlpool broke through at CES this year by leveraging this campaign, along with purposeful innovation, to deliver technology with a human touch.
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Bill Beck
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Senior Director, Whirlpool, Maytag, Amana Brands and Channel Marketing
Whirlpool Corp.
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11:40am
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Coffee Break
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12:00pm
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General Session cont.
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KMART: HUMOR AND INNOVATION IN INVENTORY MANAGEMENT
Kmart’s reputation had taken a hit over the years and out-of-stocks was one of the issues. A complete logistics overhaul wasn’t possible so the challenge was to find a marketing solution to an inventory problem. The answer was a service that essentially made Kmart’s vast online inventory available to in-store shoppers. Brought to life with incredible humor, Ship My Pants made the message and the joke one and the same resulting in unprecedented consumer engagement, sales well above expectations, and renewed relevancy for the brand.
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Bill Kiss
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Chief Digital Marketing Officer
Kmart
Kelly Graves
Executive Vice President, Group Management Director
FCB Chicago
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1:00pm
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Lunch
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2:00pm
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General Session cont.
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THE NEED FOR INNOVATION: KRAFT AND WRIGLEY’S EXPLAIN WHY
A discussion with two long-standing CPG’s, Wrigley’s Juicy Fruit and Kraft brands on the need for innovation to stay relevant with today’s consumers. In this session, learn more about how Juicy Fruit aims to re–ignite a classic American brand in a challenging category, and in doing so, has had to do things differently at Wrigley. The discussion will also cover how Kraft, with brands consumers have known and loved for years, continues to place digital media innovation at its core to stay relevant, engage, and win.
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Speakers:
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Isabella Wang
Senior Associate Brand Manager, FUN Platform (Juicy Fruit, Hubba Bubba)
Wrigley
Jaime Garrigus
Associate Director, Media & Consumer Engagement
Kraft
Moderator:
Lance Wolder
Senior Vice President, Integrated Marketing
Collective
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VALSPAR: KEEPING AN INNOVATIVE VISION ALIVE WITH SUPER PREMIUM PAINT
Valspar, the nation’s most widely distributed paint brand, has set the bar high in pioneering products that help consumers realize their home improvement goals. Valspar Reserve® paint, ultra-durable interior and exterior paint and primers, has proven to be a standout in this category. Find out how Valspar continues to expand their innovative vision through cutting-edge products and strong consumer engagement.
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Heidi Petz
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Vice President of Marketing
Valspar
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CHAPSTICK: LEVERAGING REAL-TIME CONSUMER INSIGHTS TO REVITALIZE THE BRAND
Intense and on-going collaboration with consumers has led to a total brand transformation for the 125-year-old ChapStick brand. ChapStick is now bringing to market a brand new way to think about the category, the brand, and a pipeline of new products that consumers helped co-create. This new direction has allowed the brand to command a premium price, move to new retail locations, and build the base brand and new SKU’s, simultaneously.  Hear the story of ChapStick’s innovation process and how consumers help guide their path to growth.
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Tawana Burnett
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Senior Marketing Director and Franchise Lead, ChapStick Brand
Pfizer Inc.
Joanne McKinney
Chief Strategy Officer
BurnsGroup
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4:30pm
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