Consumers are more conscious than ever of their right to privacy and where they spend their dollars. With this, brands are taking extra measures to protect consumers along with their own reputations. But the brand safety conversation is no longer as clear-cut, rather a nuanced, evolving dialogue of brand suitability. As we look ahead, there will still be obstacles to overcome but also a meaningful opportunity to challenge the status quo — to re-imagine and re-establish campaigns that will reshape the customer experience.
Join Adweek’s inaugural Elevate: Brand Safety event as we explore why brand safety in 2021 requires a nuanced approach, how to create engaging experiences while remaining both vigilant and agile to address the changing digital landscape.
+ more to be announced shortly!
12:00 PM — 12:05 PM ET
Adweek Opening Remarks
Welcoming remarks and a look at the event.
Danny Wright, Chief Brand Officer, Adweek
12:05 PM — 12:25 PM ET
Off the Wall: How Vans Authentically Uplifts Communities to Strengthen Brand Relationships
2020 was a year full of social justice, societal reckoning and consumer demands, requiring brands to take extra measures to support their consumers and their communities. Join Adweek as we sit down with April Vitkus, Senior Director, Global Brand Marketing and Strategy at Vans to discuss the power of authentic, engaged communities and how Vans is strengthening its relationship with consumers across the world by creating positive authentic brand experiences, highlighting their creative ambassadors and underrepresented groups to better drive a more inclusive and diverse future. Learn how to empower and uplift communities that are often overlooked through various brand initiatives.
April Vitkus, Senior Director, Global Brand Marketing and Strategy, Vans
Robert Klara, Senior Editor, Brands, Adweek
12:30 PM — 12:50 PM ET
The Suitability Factor: Leveraging New Tactics In a Post-2020 World
Advertising in trusted news benefits brands. IAB studies show overwhelming positive associations with ads on news sites, including increased brand trust and purchase intent. Despite this data, marketers still often feel hesitant advertising on news content. In 2020, the industry saw record levels of digital traffic that didn’t end up creating equal levels of advertising success and editorial support. Marketers fell back on outdated blocking strategies which did more harm than good.
With a new mindset around suitability, marketers can leverage solutions and partners that enable them to take into account context and environment, allowing for a more precise and nimble approach to brand safety. Join leaders from Moat by Oracle Advertising, Time and Taboola as they discuss shifting from safety to suitability, the importance of contextual intelligence, and how marketers can feel confident advertising on the news content consumers are so engaged with.
Robin Shore, Senior Director, Business Development, Taboola
Jay Pinho, Head of Brand Safety Products, Moat, Oracle Advertising
Maya Draisin, Senior Vice President, Progress Marketing, TIME
Lisa Granatstein, Chief Content Officer, Adweek
12:55 PM — 1:15 PM ET
Sentiment, Context and Tone: The Future of Blocklists
In 2020 and well into this year, one of the major concerns obsessing marketers in digital advertising has been brand trust. While standard avoidance tactics including blocklists still apply, the conversation taking shape is one geared toward navigating a more nuanced approach for actively identifying safe and relevant environments.
Hear from leading publishers The Washington Post and The Wall Street Journal on how they are shaping and defining the brand trust equation.
Joy Robins, Chief Revenue Officer, The Washington Post
David Minkin, GM and Vice President, Strategic Planning and Delivery, The Exchange at WSJ | Barron's Group
Andrew Blustein, Programmatic Reporter, Adweek
1:20 PM — 1:40 PM ET
5 Ways Technology Can Create a Brand Safe Environment for Advertisers
Every advertiser has concerns around Brand Safety, especially after 2020. How can advertisers ensure their ads are seen positively “in the wild," NOT found somewhere that comprises their brand integrity, even safety? Technology exists to solve that problem. Bidtellect Chief Executive Officer and industry veteran Lon Otremba on how to ensure your technology platform is working towards your brand goals and safety.
Lon Otremba, Chief Executive Officer, Bidtellect
1:45 PM — 2:05 PM ET
Navigating the Brand Safety Conversation in Socially Charged Times
Political, social and technological shifts continue to impact brand reputation at a high level. With established media on the fast track to digitizing and reinvention — how can we as marketers shape a playbook to lead with confidence and transparency? What opportunities can agencies expect as we look ahead?
Join GroupM’s Joe Barone, Managing Partner, Brand Safety America as he tackles these questions and explore actionable insights for speaking to clients about safety, protecting your brand, and how to ensure consumer trust in a landscape that demands brand safety evolve as quickly as new digital experiences.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM
Lucinda Southern, Media Editor, Adweek
2:10 PM — 2:30 PM ET
5 Things You Need To Know About Brand Protection
In today's digital age, there are criminals that violate copyrights, misrepresent brands, and peddle deceit overtly. This begs the question how can marketers take control of their brands on the Internet and safeguard their creative and intellectual property? How can they navigate fraudulent activity, particularly scams, and fake sites targeting their customers?
In this session hear from Chief Marketing Officer at Bolster, Young-Sae Song as he discusses several key trends in brand protection and explain what marketers can do to remove brand infringement sites themselves without having to go through cybersecurity or legal. Marketers own the brand, and they can now define brand protection programs on their terms and apply the time and resources it deserves to foster trust and safety on the Internet.
Young-Sae Song, Chief Marketing Officer, Bolster
2:35 PM — 2:55 PM ET
How TikTok Is Working With Partners To Up Its Safety Efforts for Brands
TikTok arrived to the global social media party in 2018 and continues to make major splashes in the marketing space. With an influx of brands looking to leverage the platform to deliver a new consumer experience, it has been answering a number of questions on user safety, privacy, and more, including how to ensure brands that their ads are delivered in a safe environment.
Join Adweek as we sit down with TikTok’s Blake Chandlee and IPG's Eli Harris as they unpack the various ways the platform is creating a positive and effective brand-safe community for brands and partners to engage their audiences.
Dave Byrne, Global Head of Brand Safety and Industry Relations, TikTok
Eli Harris, Global Head of Social, Reprise Digital
Jess Zafarris, Audience Engagement Editor, Adweek
2:55 PM — 3:00 PM ET
Adweek Closing Remarks
Thank you for joining us!
Danny Wright, Chief Brand Officer, Adweek