Travel with Adweek and SMW to LATAM. In partnership with TikTok, we will be joined by leading executives from local and global brands to discuss the new world order and accelerating the marketing industry.

9:35AM ET / 10:35AM ART
Opening Remarks

9:40AM ET / 10:40AM ART
Entrepreneur and digital guru Andrea Iorio joins Adweek to discuss the digital transformation of the LATAM marketing and advertising industry, and the opportunities, obstacles, and emerging trends that the region has experienced in the past year.

10:05AM ET / 11:05AM ART
TikTok Creative Leads from across the globe in conversation

10:30AM ET / 11:30AM AR
Mariana Tunis, Head of Marketing at Future Farm joins Adweek to discuss reinventing the way the world eats by producing sustainable, healthy and tasty plant-based food accessible to all.

10:55AM ET / 11:55AM ART
Closing Remarks

Join Adweek for welcoming remarks and a brief overview of SMWNYC Day 2.

Social Media's meteoric rise has disrupted our democracies, our economies and our public health. The Capital Riot and GameStock's stock price bubble are recent examples, but there are new disruptions nearly every week. For marketers and business leaders alike, understanding how social media works to change opinions, behaviors and business outcomes is now essential to competitive advantage.

Join Sinan Aral, Director of the MIT Initiative on the Digital Economy and author of "The Hype Machine," as he gets under the hood of social media to describe the cutting edge science of how it works to create engagement, insight and action.

Attend this session and learn:

• The neuroscience behind how social media changes our beliefs, behaviors and perceptions
• How to rigorously measure ROI to maximize the impact of social media and digital marketing
• How to optimize an Integrated Digital Marketing (IDM) program to maximize returns and engagement

While the pandemic has brought people 'digitally' together to create new (and lasting) buying habits, companies have gone in another direction -- a chaos of point solutions to find customers, search for new relationships and market to the masses. Now is not the time to panic. It's the perfect opportunity to pause, re-assess and re-invent. What will it take to put social Humpty Dumpty back together again with a smooth, personalized flow for awareness, engagement, commerce, delivery, care and loyalty-building?

TikTok, the most downloaded app of 2020, introduced a global community of creators who have captured the hearts of a worldwide audience through entertaining short form mobile videos. Fast forward to this year, and the app shows no signs of slowing down any time soon.

In this session, join Nick Tran, Global Head of Marketing and Mike Cessario, Co-Founder and Chief Executive Officer at Liquid Death, as they explore the platform's position at the intersection of technology and culture, how Liquid Death is amplifying its presence on TikTok through organic content and creativity, and why TikTok’s rise in entertainment is just the beginning of a long-term journey.

Over the last year, we’ve gone from lockdown to masks and social distancing to COVID-19 testing, and now a vaccine. Throughout this time span, Fitzco has been monitoring social conversations using consumer and market analytics to provide our government client insight into the thoughts, fears and concerns of their local constituents around COVID-19. This real-time data has been an essential input into our ever-evolving strategy as we seek to create impactful messaging that will inform and educate our audiences about COVID-19 testing and the vaccine. 
 
Join NetBase Quid and Fitzco to learn how to use consumer and market analytics to track social conversation and glean insights into your consumer in order to optimize your content.
 
Attend this session and learn:

• How to use consumer analytics to inform messaging strategy
• How to use consumer analytics to gain a deeper understanding of your consumers
• How to use social sentiment to gauge shifts in consumer attitude

Vomiting rainbows are so 2016. The augmented reality revolution is here and it's transforming marketing. Guided by Snap’s Chief Business Officer Jeremi Gorman, explore the inspiring, immersive world of AR, from the voices of experts. Experience a 360-degree view of the opportunity, the technology, the business, and the big future ahead.  

Attend this session and learn: 

• The global shifts making way for a world of immersive, digital experiences
• How to prime the industry for revolution
• The science: The technology backbone of AR
• The art: Designing AR experiences
• The business: How to leverage AR as a marketer

Tina Tonielli, Americas Lead, Consumer and Business Insights and Analytics for GSK, explains how the global healthcare leader built an in-house social intelligence capability that was quickly able to begin delivering high-value actionable insights to the marketing teams responsible for managing the company's many consumer brands. This session is brought to you in partnership with Meltwater. 

The ingredients of an iconic brand identity are diverse and extensive. The last year, however, has underscored several key elements of brands that achieve this status and play a leading role in driving cultural conversations: they tap into the values of society, they’re consistent, powerful, and easy-to-recognize, and they remain true to customers and themselves even in periods of significant transformation.

Join Jay Sethi, CMO, Diageo Beer Co. and SVP, North America Convenience Category Leader at Diageo, and Raashi Rosenberger, Executive Brand Director at Next Insurance, in a fireside chat where they'll discuss the role of heritage brands on culture, offer their perspectives on the importance of brand transformation, and why it is critical for every marketer in a given organization to embrace inclusive marketing.

Main Stage Closing Remarks for Day 2 of SMWNYC.

*Open to Premium and All-Inclusive Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup

*Open to Premium and All-Inclusive Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup

* Open to Premium and All-Inclusive Pass holders

2020 changed everything. From COVID to Black Lives Matter to the unprecedented frequency of the word "unprecedented", it was a year that rebooted how we do things, not least social media. David Levin and David Schneider, founders of top UK social agency That Lot, return to SMW to discuss post-2020 social creative: from supercharged Community Management and the rise of social dialogue, to brand activism, to TikTok-isation, remix culture and the return of organic. Warning: may contain tips and insights.
 
Attend this session and learn:

• How social has changed and what that means for brands and businesses
• Techniques for successful creative in the new social landscape
• Where social creative is heading next

* Open to Premium and All-Inclusive Pass holders

e.l.f. Beauty is a trailblazer in the digital space. As one of the first major advertisers on TikTok, e.l.f. entered with a big splash behind their #eyeslipsface campaign that generated over 5.6 billion views. Since then, e.l.f. has continued this incredible momentum with a holistic strategy to winning on TikTok. This approach leans into all facets of the funnel with bigger brand moments and a sophisticated always-on campaign.

* Open to Premium and All-Inclusive Pass holders

How can social media marketers authentically engage in values led marketing? This interactive Hootsuite session gives tangible steps you can take to create inclusive conversations online.

* Open to Premium and All-Inclusive Pass holders

With digital channels in a constant state of flux – with the rise of new platforms like TikTok and new communities like Clubhouse the digital world can become overwhelming FAST! 
 
In this session James Gregson, Digital Creative Director for LEGO, will take you through how he stays creatively curious, the sources of his creative inspiration and how he goes about gaining inspiration for all areas of the web…at all hours of the day…and night.

Attend this session and learn:

• How to gain inspiration for everything, everywhere
• How to organize those thoughts and inspirations so they are not lost and can be actioned
• How to stay curious…trying to maintain curiosity in the world of COVID

Travel with Adweek and SMW to EMEA. In partnership with TikTok, we will be joined by leading executives from local and global brands to discuss the new world order and accelerating the marketing industry.

9:35AM ET / 1:35PM GMT / 2:35PM WAT
Opening Remarks

9:40AM ET / 1:40PM GMT / 2:40PM WAT 
With the acceleration of e-commerce, predicted to hit one trillion dollars next year, social commerce has emerged as a new lifeline for brands to reach and engage customers in new ways. In this session, Klarna's Chief Marketing Officer David Sandstrom will offer insights into the changing consumer behaviors impacting retail today and how to create emotional shopping experiences to keep customers coming back.

10:05AM ET / 2:05PM GMT / 3:05PM WAT
Khartoon Weiss, Head of Global Agency and Accounts for TikTok and Taryn Beck, Shopper and eCommerce Marketing Team Lead for Walmart at General Mills join Adweek for a fireside conversation around the state of retail, digital commerce, and creating winning omnichannel strategies.

10:30AM ET / 2:30PM GMT / 3:30PM WAT
The freezer aisle is no longer home to tired products and brands that refuse to innovate. In this session, join Adweek and Chief Executive Officer of Strong Roots, Sam Dennigan for a conversation about sustainability, the state of CPG, and how the brand reinvented itself and reached new consumers using Ghost Truck Kitchens.

10:55AM ET / 2:55PM GMT / 3:55PM WAT
Closing Remarks

Join Adweek for welcoming remarks and a brief overview of SMWNYC Day 3.

Viral brand-building is top of mind for many C-suite leaders around the world and for Tom Hayes, CEO of 90-year old Ocean Spray this is no exception. But what does it really mean to be at the forefront of culture? How do you find the balance between innovation at the pace of culture and consumer-centricity.

In this very special episode of The Business of Marketing Podcast presented by SAP, Toby and Tom sit down to answer these questions and more. They'll unpack the moment when the viral "Dreams" TikTok took the scene, now with over 81 million views and 13 million likes, how the company is preparing for its next 100 years, and offer actionable tips for juggling the demands of platform and technology adoption and growing with your consumers.

After holding the title of the most downloaded app in 2020, TikTok - the leading destination for short-form mobile video - is on track for an even more successful 2021 reaching over 200M monthly active users in the US and EU combined.

What was once considered a Gen-Z-Only place, now sees steady growth in older demographics as a growing number of users join the bandwagon. In this session, join Blake Chandlee, TikTok’s President of Global Business Solutions, and Jennifer Healan, Vice President, U.S. Marketing, Brand Content and Engagement, McDonald's for a conversation on how to build your TikTok presence and successfully engage your brand's community on the platform.

Media continues to be one of the more dynamic and fluid industries, as companies seek to deliver new experiences, find new revenue sources, and reinvent traditional business models to meet evolving trends and behaviors. With the future still uncertain, success will boil down to reinvention of campaigns and portfolios to cut through the noise and remain relevant amongst key audiences.

In this session, hear from Nadja Bellan-White, Global Chief Marketing Officer at VICE Media, as she shares her insights stemming from her career of more than 25 years in integrated marketing and communications to transform brands. 

Attend this session and learn:

• How to build meaningful, long-lasting connections and engagement as a media brand in a disjointed, uncertain world
• What the future holds for media brands and how marketers can prepare
• How to navigate social media’s evolving role in the news cycle and modern journalism as an integrated and fundamentally important part of how content is created and consumed

Social media advertising is about insights -  Insights about audiences, creatives, messages, networks….  an ongoing process of comparing and learning to achieve optimal performance.  For most social advertising teams reaching these insights is a manual, tiring process of data wrangling, pivoting, importing and exporting. Valuable time is spent on mundane tasks leaving limited time (and energy) for the high value , high impact work of driving insights which in turn leads to better performance.
 
Tune in to this session to hear Paragone's General Manager Shai Alfandary and Head of Customer Success Harry Antonio as they discuss how top brands and agencies rely on Paragone’s cross-network real time actionable performance monitor  to consolidate,  centralize, and automate reporting and monitoring tasks, leaving more time to drive performance with actionable insights and AI generated suggestions.

The creator economy went mainstream in 2020, with more than 50 million people now considered “creators.” With profound YOY growth, an expanding geographic footprint, and new product offerings and business lines planned on the immediate horizon, Cameo -- the leading marketplace connecting fans directly with their favorite pop culture personalities -- is positioning itself at the center of this long term trend and carving out a unique path forward in the “connection economy.” In 2020 alone, the company fulfilled more than 1.3M magical moments, proving its longstanding theory that t personal relationships and connections will fuel the future of the creator economy.

Join Cameo’s Chief Executive Officer, Steven Galanis, in a fireside chat with Adweek's David Griner about Cameo’s unique vision within the Creator Economy, the economics of its model, and its differentiated approach to creating the most personalized and authentic fan connections on earth 

Attend this session and learn:

• How personalized relationships and content co-creation is changing the fabric of the creator economy
• How personal connections can build brands
• How relationships scale on Cameo
• How minutes on Cameo translate to long-term value

The traditional model of media and entertainment is fundamentally outdated — gone are the days when a few executives in a boardroom made all the decisions for what received the green light. Today, the power to produce, publish, and monetize content across platforms — whether it’s shows and movies on streaming services, photos and short-form videos on social media, or podcasts and live streams on audio platforms — lies in the hands of independent creators. 
 
In this session, Chief Executive Officer of BEN Group and digital entertainment and influencer marketing pioneer Ricky Ray Butler will explore this transition and the company's commitment to supporting creator empowerment through AI and technology and the future of advertising as it shifts towards native integrations within content.  
 
Attend this session and learn: 

• How creators are reinventing modern advertising and taking over the industry  
• How technology and creators are pioneering this movement and redefining the media and entertainment spaces 
• How BEN is empowering creators today through AI and technology

Steven Bartlett is the founder and former CEO of Social Chain, an integrated social media company using its audience of over 80 million people, and 2 billion monthly video views, to build and scale brands that earn a meaningful share of people’s lives.

After stepping away from the incredibly successful marketing agency he created from his university bedroom, at just 21, the now-28-year-old has continued to find success as an investor, award-winning podcaster, and author of “Happy Sexy Millionaire: Unexpected Truths about Fulfillment, Love and Success,” released earlier this year.

In this fireside chat, join Steven and Toby as they discuss Steven’s latest projects including his book, his predictions for the state of social, and how we as marketers can reimagine our creative journeys and our definitions of success.

Main Stage Closing Remarks for Day 3 of SMWNYC.

*Open to Premium and All-Inclusive Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup

*Open to Premium and All-Inclusive Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup

* Open to Premium and All-Inclusive Pass holders

We are all starting to recognize that AR and VR will be the future of computing. How can we ensure that the mixed reality future is a bright and soulful one?  And what can we do in the near future to creative nourishing augmented/virtual experiences in this unprecedented world?
 
Join Instagram's Global Creative Lead of Augmented Reality Elizabeth Valleau for a deep dive on what's new, what's next and most importantly, what's needed to ensure an empathetic and values-driven future in mixed reality.
 
Attend this session and learn:

• New and upcoming tech in AR / VR
• A discussion of values and ethics in an "always on" augmented world
• Examples of work that deliver business and consumer value with an empathetic mindset

* Open to Premium and All-Inclusive Pass holders

2020 was unprecedented and many industries saw the impact of a once in a century Pandemic. Whatever happens next, marketers will need to remain just as adaptable and agile. In this session, Tatiana Urriaga will discuss ways to comfortably navigate change, by staying curious in your craft, actively listening to your consumers, and trusting your teammates - with some real life takeaways from her time as a Senior Product Marketing Manager at Peloton.

Attend this session and learn: 

• How Peloton’s core values empower teams to navigate change
• How content, creative and media working together are critical to success
• Why digital marketing is critical to staying nimble when your company is growing quickly

* Open to Premium and All-Inclusive Pass holders

From communities organizing relief help, to families staying in touch, to the late night group video calls with friends, human connection has gotten us through this last year when the world has been apart. That power made incredible things happen and instigated incredible change in the world for the better.

Human connection, friendship and relationships make us healthier, happier, more focussed and even make us live longer.

In this session, hear from Helen Lawrence, Global Head of Culture and Community at WhatsApp, as she explores how WhatsApp and other brands have helped bring people together this year and actionable tips for facilitating meaningful conversations in the digital landscape and leveraging the power of authentic connections.

Attend this session and learn:

• The importance of human connection
• How brands can be facilitators of conversation, not forcers
• What amazing things happen when people talk to each other
• How to live forever. Maybe. Can’t promise this one. 

* Open to Premium and All-Inclusive Pass holders

The newest and most unlikely trend to emerge in 2020 was the public audio group chat funtionality made popular by the Club House app and Twitter via the new @Spaces feature.  Did the pandemic suddenly give us all time to talk again? Ken Gibbs, Head of Social for Prime Video’s Action, Thriller and Horror titles breaks down why we’re all so excited about using our phones … to talk!

Attend this session and learn: 

• What makes live audio different
• How to make live audio work for you
• How the space might evolve this year

* Open to Premium and All-Inclusive Pass holders

During a tumultuous year for the entertainment industry, AI entertainment titan BEN Group (BEN) continued to deliver results to clients, prioritize advancements in technology, and innovate marketing for brands as the media and entertainment industries revolutionized and began to decentralize. With more people staying home and turning to media as a means for escape and entertainment, influencer marketing became a must-have for brands, who needed to reach audiences where they were spending the most time. On top of this, as marketers look to engage influencers, it can be challenging to navigate the space effectively, making data more important than ever to be successful.
 
In this session, Tyler Folkman, BEN's Head of AI, and Megan Savitt, BEN's VP of Strategy, explore the exponential power of influencer marketing and the power of AI and custom-built algorithms to unleash predictive power to maximize ROI on influencer marketing campaigns for brands. Learn how AI takes the guesswork out of influencer marketing and equips brands like never before.
 
Attend the session and learn:

• The exponential growth and power of Influencer marketing in today’s digital age 
• How to make your brand stand-out like never before
• Using data to leverage machine learning in influencer marketing and maximize ROI

* Open to Premium and All-Inclusive Pass holders

Speed and relevance are a key component of how brands interact with customers in a crowded space. Flexibility from teams and the need to understand what is happening in the world and how it's impacting your brand have become a necessity for brands big and small who are now expected to deliver on more encompassing solutions to societal issues.
 
Join Santi Pochat, Head of the Social Lab at Google who will outline the mental models and strategies needed to listen effectively from Social out, craft strategies that are flexible from that while adapting to real time change.
 
Attend this session and learn:

• How to leverage Social information for signals not answers
• How to build flexible strategies from Social out to other channels
• How to leverage insights on a short and long time horizons

From a mere $1.7 billion in 2016, influencer marketing grew to an estimated $9.7 billion industry in 2020. This number is expected to jump to $13.8 billion this year. Much like the cultural, scientific, and intellectual explosion during the European Renaissance, the creative Renaissance we’re experiencing today is quickly reshaping how we see the world, how we interact with each other, and how we can bring joy and positivity into people’s lives.

Join us for the first annual Creator Visionary Awards where we will honor not just the Creators themselves, but the marketing professionals and practitioners who play instrumental roles in support of the creator movement and will continue Adweek’s long tradition of recognizing the remarkable work shaping our culture.

The Creator Visionary Awards is open to the public. Register here for free*

* SMWNYC pass holders automatically have access to the Creator Visionary Awards and do not need to re-register.

Kick off Social Media Week's inaugural "Road to CMO Day," with opening remarks by Eric Toda, Global Head of Social Marketing for Facebook. “Road to CMO Day” is a series of programming that will take an in-depth look at the changing role of the CMO and offer inspiration and tangible career advice from senior marketing and social media leaders who successfully navigated the journey. Attendees will gain actionable tips and find inspiration to guide them on their marketing career paths to executive leadership.

Marketing today is at the brink of unprecedented disruption. An explosion of game-changing new technologies, data and cultural shifts will render traditional marketing frameworks and strategies ineffective, and turn the function upside-down. Facing an existential crisis, the industry has already seen many CMO roles eliminated and the practice itself fragmented. Marketing must now be completely reimagined and reinvented for the immediate future. 

Join Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard as he discusses this new approach to marketing that will reestablish its relevance and impact, putting its practice back in the driver’s seat to lead brand equity, business growth, and a competitive edge.

Being a next generation CMO means that you need to be a digital wizard, strategic powerhouse, and an epic storyteller. But most importantly, you need to be an inspiring leader who can rally the team through the daily twists and turns of the marketing organization. After a year of unprecedented change, teams are looking for leaders who can drive the business and truly understand the dynamic needs of the team. Join Shivram Vaideeswaran, Global Head of Brand for Uber as he shares his approach to developing breakthrough teams and how to become an empathetic leader as your career grows.

In March 2020, the world stopped. However that did not stop the global collective of coming together to spread joy and creativity during a truly unprecedented time. Katie Puris, Managing Director of Global Business Marketing, took on a global team, built it from scratch, and saw the need for establishing a culture and a foundation. Katie established a way of working that was innovative yet flexible for people joining the team from all over the globe and representative of our commitment as a global team and grounded in realistic fundamental principles.

Join Katie as she discusses her guiding principles that united a culture and fueled creativity for her team. Today's session is the ultimate "how to guide" to create an inclusive environment, inspire great work and ultimately build a wonderful culture that shaped the team for many years to come!

Darwin said, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” You can embrace it, or hide from it. Natural behavior is to avoid change, but to be successful in today’s world, those who are standing still are going backwards, so frankly, you have no choice. So with these rapidly changing behaviors, do you have a real understanding of how your customers interact with your brand? How can you improve—and scale—the omnichannel experience to seamlessly serve your customers regardless of how they are interacting with your company in-person or online? This session will help you unlock your inner DIVA (join the session to learn more).
 
Attend this session and learn:

• The major changes impacting the brand-consumer relationship and the implications
• How you can take action to gain an unfair advantage and unlock your inner DIVA
• How to create a culture of learning agility within your organization

In this session, you’ll hear from Alphonzo Terrell, Global Head of Social and Editorial at Twitter, on his career journey - how it started in the music industry and led to his current position at the center of the public conversation - tapping into the superhero powers marketing and social media professionals possess, and tips for navigating the always-on nature of the industry. 

Thanks for joining us as we wrap SMW's inaugural "Road to CMO Day!"