Innovation Day @ Target Corporation presented by Collective (Members Only Conference)

TARGET: MEDIA INNOVATION STORY

As senior vice president, media and guest engagement at Target, Kristi Argyilan leads the team that is transforming all paid, owned, earned and shared media channels for the beloved Target brand.  In this session, she and her partner at Pinterest will share Target’s approach to leveraging innovative social media channels such as Pinterest to deliver powerful and relevant connections with consumers.

Kristi Argyilan

Senior Vice President, Media and Guest Engagement Target Corporation

GENERAL MOTORS INNOVATES IN ENTERPRISE CUSTOMER SERVICE & SOCIAL MEDIA

In this session, Rebecca Harris Burns, Ph.D, who leads the Social for the GLOBAL Enterprise’ for General Motors, will share how she and her team establish and execute common processes, tools, policy and governance for social media throughout the enterprise.  Hear how their innovative approaches have connected the dots from consideration to purchase to post-purchase in a way that builds long-term relationships with their millions of diverse, online consumers.

Rebecca Harris Burns, Ph. D

Senior Manager, Global Social Media Strategy General Motors

JACK DANIELS’ DIGITAL & SOCIAL MEDIA INNOVATION JOURNEY

Brown-Forman was founded on innovation, when in 1870 their founder created Old Forester, America’s first bottled bourbon, to ensure quality and consistency.  Brown-Forman was also ranked #48 in the World’s Most Innovative Companies by Forbes in 2014.  They continually leverage innovative digital marketing programs to grow their more than 25 brands, which range from Korbel California Champagnes to the famous Jack Daniel's Tennessee Whiskey.   Whether using new methods to understand their consumers, finding new channels through which they can connect with them or new products to meet their needs, Brown-Forman continues to build their brands through innovation.  In this session, learn about the strategy behind Brown-Forman's innovation, especially around digital & social programs and the company is organized to support innovation in digital & social media.  

Marjorie Dufek

Director, Digital Marketing Brown-Forman Corporation

EGGLAND’S BEST AND MEC: DIGITAL & MEDIA INNOVATION THROUGH CULTURAL SHIFTING

Repositioning and refocusing a breakfast staple to a younger, better informed consumer takes more than new branding and messaging, it requires moving the conversation from traditional to digital and finding ways to get them involved with the brand. From taking a production challenge and turning it into an opportunity from the marketing department, Eggland’s Best has introduced a new food category in the form of Hard-Cooked Peeled Eggs.  MEC will talk about moving to site, sound and motion as their clients start to shift digital buys to video and how this shift may blow up the CPM.  In this session, you will learn the best of breed tactics on how Egglands's Best and MEC are integrating digital video and TV to eliminate traditional silos of media planning.

Roger Koman

Director of Marketing and New Media Eggland’s Best

THE BOEING COMPANY: STILL DREAMING AND INNOVATING AT 100 YEARS

The Boeing Company will be 100 years old in 2016.  From the beginning of their journey, they have prided themselves on innovating with their products and customer engagement.  In this session, hear how The Boeing Company continually innovates and how they have benefitted from marketing innovation for business-to-business companies, especially through products like the 787 Dreamliner.  The Boeing Company will examine the implications of marketing innovation in business-to-business marketing and the challenges they have faced along the way.

Katherine Overby

Brand Manager, 787 Dreamliner The Boeing Company

JOHNSONVILLE SAUSAGE PIONEERS SUSTAINABLE INNOVATION

Johnsonville Sausage is the #1 national brand of brats, Italian sausage, smoked-cooked links and fresh breakfast sausage links.  They recently opened an innovation center in downtown Chicago and this collaborative space features a culinary kitchen, sensory and product development, consumer-feedback areas and more.  In this session, Vice President of Innovation at Johnsonville Sausage and author of Journey to Innovation Excellence, Andria Long, will share their groundbreaking product and research innovation story.  She will also share how to build best in class innovation benchmarks and how to identify key success factors to create long-term sustainable innovation. 

Andria Long

Vice President, Innovation Johnsonville Sausage, LLC

SPERRY WINS IN MARKETING INNOVATION THROUGH BRAND RE-POSITIONING

The popular Sperry Top-Sider shoe is the original brand of boat shoes founded in 1935.  In order to stay relevant, modernizing their brand was essential to their success as marketing innovation today requires the ability to iterate and pivot in real time.  The ability to execute nimbly requires a deep understanding of your customer, a clearly defined brand purpose, and the willingness to relinquish some control in order to gain authenticity.  In this session, they will share their experience re-positioning and re-launching an iconic American brand in less than six months, including launching an innovative new content platform, The Odyssey Project, that is still unfolding in real-time and generating incredible momentum for this powerful brand.

Stephanie Brocoum

Senior Vice President, Marketing Sperry