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Day 1

Registration and Light Breakfast

Chairperson Overview

Daniel Korschun Stephen Cozen Research Scholar in Marketing, Associate Professor Drexel University's LeBow College of Business

Creating a content powerhouse: How the combination of content, community and data will help you drive your business forward

Every day it becomes increasingly harder for brands to stand apart in a crowded landscape. That’s where content comes in: brands who leverage unique, high-quality content can help build brand awareness and reach, acquire customers, keep them engaged and bring their brand to life. The key is to know your audience and community, and then create the right content for them, delivered at the right time on the right platform-- essentially driving their experience and journey. To make it happen in your organization, it starts with a solid content strategy.

Theresa DiMasi Vice President, Head of Content/Editor in Chief, Digital and Print WW (formerly Weight Watchers)

Vistatec, Global Content Solutions

Co-presenting: Suzanne Frank, Director of Sales - US, Vistatec

Jill Goldsberry Director of Sales - US Vistatec

Connections and Constructs

Finding
Consistency in the Shifting LandscapeIt's easy to
feel behind the curve on what's new, relevant and worth investment in a media
and marketing landscape that shifts by the minute. In this talk, Jeff Tomczek
of Two Roads Hospitality (Thompson Hotels, Joie de Vivre Hotels,
etc.) will speak to what remains true and consistent in reaching target
audiences at their most human level, explore some of the myths and realities of
the world we're navigating every day and share some simple tools for how
to establish powerful emotional connections that cut-around the
constructs. 

Jeff Tomczek Senior Director of Brands Two Roads Hospitality

Keynote Session featuring Instart Logic

Morning Coffee Break

The "Business of Story" (and the end of marketing)

The importance of having the "media mindset" in an era of the over informed, over serviced and over opinionated consumer.

Kosha Gada Corporate Executive Director, Strategy Comcast NBCUniversal

Branded Social Videos: How To Create Content That Achieves Millions of Organic Views Without Any Paid Media

Organic reach is dead? Then you probably haven’t heard about Stoyo before. They’re the Berlin-based, video startup that’s developed a data-driven approach towards storytelling, enabling them to guarantee more than one million organic views per video on any Facebook page.In times of banner blindness, skip buttons and a constant decline in TV consumption, Stoyo gives brands a tool to reach their audience again and for the first time 100% organically. Stoyo’s CEO, Patrick Bales, will explain exactly how this unique approach works and share some of his best cases.

Patrick Bales Founder StoYo Media

Panel - Keeping Up with Kontent

Consumers overwhelmingly want to be part of brands that speak directly to them: brands that are approachable, interactive, customizable, etc. But at what artistic expense? How can you make content that is both beautiful, and relatable to the everyday customer?
Snackable Instagram/Facebook photo/video content reign supreme, but what's next? Discuss finding new platforms, and/or repurposing existing formats.
Making video interesting in an already saturated market
User generated content: friend or foe? While utilizing UGC can be helpful, is it always the right way to present your brand?
Understanding how much of your content is actually reaching and engaging with consumers
Sorting through the data and figuring out what’s useful
ModeratorDaniel KorschunStephen Cozen Research Scholar in Marketing, Associate ProfessorDrexel University's LeBow College of BusinessPanelists
Alex CavalieriHead of MarketingCION Investments
Chase DillonContent ProducerMake Up For Ever

Daniel Korschun Stephen Cozen Research Scholar in Marketing, Associate Professor Drexel University's LeBow College of Business

Your Product Is Your Brand

It’s important to tell a good story about your product. But it’s a heckuva lot more valuable when the product tells that story for you. Whether you’re addressing broad audiences or delivering a specific brand message, building storytelling into your product development process helps your company walk the walk before you talk the talk.

Eric Schlakman Head of Product Content Uber

Lunch

A newsroom of one: How to scale your content marketing efforts

Whether you’re flying solo or just trying to find your niche on a larger team, hear from Jake Kreinberg of The Associated Press to learn how one of journalism’s most recognizable brands launched and grew its content marketing efforts with just one content marketer. Discover how to get started with design thinking, automation and artificial intelligence, and how these emerging technologies can multiply your output and generate not only more page views, but also responses, demos and trials.

Jake Kreinberg Content Marketing Manager The Associated Press

Fireside Chat featuring American Heart Association

Interviewed by:John McGarry, Co-Founder, CEO of 2mrw

Jason Dyer Senior Vice President, Digital Marketing & Content Syndication American Heart Association
John McGarry Co-founder, CEO 2mrw

Beyond Storytelling: Data and Digital Marketing

Though compelling
stories lie at the heart of powerful content, are they enough to drive
conversion for today's marketers? General Assembly's Director of Content
Rebecca Louie and General Manager of Assessments Kieran Luke discuss findings
from GA's Digital Marketing Level 1 Assessment test — taken by over 10,000
professionals around the world — and offer key insights into the skills gaps in
social media and content marketing. 

Rebecca Louie Director of Content General Assembly

Afternoon Coffee Break

Fireside Chat: Delivering a Creative, Personalized Experience

Alison Granito, Senior Director, Content and Creative, Girl Scouts of the USA

John von Brachel SVP, Content Marketing Executive Bank of America
Alison Granito Senior Director, Content and Creative Girl Scouts of the USA

Key Takeaways

Discuss what you've learned today & what you hope to take back to the office. 

Networking Reception

Day 2

Registration and Light Breakfast

Chairperson Overview

Grace Mistry Director of Marketing, Retail Investments & BMO Global Asset Management BMO Financial Group

Challenges and Approaches to Communicating the Work of the United Nations via the Web

Peter Dawkins Chief Web Officer, Digital United Nations

Audience Engagement: 5 Big Bets on how to best connect in 2018

Predictions on what to place your marketing bets on in 2018?  The
medium truly is the message and how you use these 5 Big Bets along with a
healthy dose of data is just as important as what content you deliver to your
audience.  From Micro-Influencers and Video Storytelling to Podcasting,
Performance & Offline Marketing, Grace will share how BMO Global Asset
Management is using these trends in both B2C and B2B marketing.

Grace Mistry Director of Marketing, Retail Investments & BMO Global Asset Management BMO Financial Group

5 Ways to Power Up Your Social Video

Social media has redefined today’s
consumer video experience. In a world where the only constant is change, are
you interested in learning how to engage millennials more effectively with your
brand?
Reaching the prized internet-enabled
generation demands a deep understanding of social platforms, mobile usage, and
video consumption. At the intersection of these three massive trends is social
video. It redefines today’s consumer video experience.
For brands and marketers looking to
leverage social video’s power and scale in authentic and engaging ways, it’s
essential to understand the fundamentals, including what gets viewed, where it’s
viewed, and how consumers interact. Through the lens of more than 50,000
original videos and articles published to social platforms since 2013 —
generating 1.4B+ video views and 5B+ content impressions monthly across the
globe — Thomas Allcock - Vice President, Ad Sales Marketing, Diply , will define
social video, explain its growing relevance, and reveal five smart tips to help
power up your social video efforts.
This session will break down the
fundamentals of social video and cover:
The massive secular changes around
social, mobile, and video.

The power of social video as the
primary vehicle to interact and engage with millennials at scale.

The art and science of content
creation, asset testing, and social dissemination.

The components that determine social
video success.

Thomas Allcock Vice President, Ad Sales Marketing Diply

Morning Coffee Break

Fireside Chat: Using a Humanized Approach to Your Digital Marketing Efforts

Interviewed by : Reema Saha, Senior Media Manager, 360i

Jessica Velastegui Digital Engagement Manager Pernod Ricard
Reema Saha Senior Media Manager 360i

Panel - Building Authentic Relationships through Content

How marketers can combine targeted content to reach consumers when and where it’s most effective
Using content to become a source of important information, a seller of services
Measuring ROI and adopting a data-driven content strategy to create an authentic experience
Personalizing content for customers at every stage of engagement whether they are a new customer or loyal customer
Adapting to new technologies and digital opportunities while still creating the best customer experience
ModeratorMichelle EsgarGroup Manager, Creative ServicesPanasonic Consumer ElectronicsPanelistsClaire FennesseyVice President, Rentention & Customer EngagementHomeServe USAAngela GruszkaVice President, Marketing and CreativeABC Carpet & HomeSamir MezrahiPublishing Special Projects LeadBuzzFeed

Michelle Esgar Group Manager of Creative Services Panasonic

Lunch

Fireside Chat: A New Model of Content Creation

Interviewed by: Michelle Esgar, Group Manager of Creative Services, Panasonic

Ally Polly Executive Producer, Branded Content & Original Programming PepsiCo