12:00 PM — 12:05 PM ET
Adweek Opening Remarks
Welcoming remarks and a look at the event.
Featuring:
Danny Wright, Chief Brand Officer, Adweek
12:05 PM — 12:25 PM ET
Covid: A Year of Brand Evolution
Join Morgan Chemij from HP to learn more about how the Covid pandemic impacted the consumer electronics sector and how HP adapted. Hear about how the shift to Work from Home, Learn from Home and Game from Home have fundamentally changed marketing, product development, support and general customer engagement over the last 12 months since Covid began.
Featuring:
Morgan Chemij, Senior Director of Marketing and Global UX, HP.com
12:30 PM — 12:50 PM ET
(Hu)man + Machine: How Marketers are Harnessing Manual Control and Automation to Drive Optimal Performance
The impact, importance, and implications of automation are becoming more prevalent in the advertising industry, causing marketers to evaluate their approach to leveraging newer automated products in their digital strategy. Learn how leading retail marketers are harnessing human + machine power to perform testing across channels, use better data to reach consumers, and increase agility to accelerate outcomes and maximize ROI.
Featuring:
Ashwani Dhar, Chief Executive Officer, Adlucent
Sean Fisher, Senior Director of Brand Experience, Signature Hardware
Laura Russell, Senior Director of Marketing, Adlucent
12:55 PM — 1:15 PM ET
Finding Comfort in Email Marketing
DTC bedding and home essentials brand Brooklinen has grown their consumer base by highlighting the comfort of their products and personalizing offerings and selections in marketing initiatives. How have these techniques translated to email marketing? Courtney Conway, Brooklinen’s Customer Retention Manager joins Adweek to talk best practices when communicating with consumers via email.
Featuring:
Courtney Conway, Customer Retention Manager, Brooklinen
Paul Hiebert, CPG Reporter, Adweek
1:20 PM — 1:40 PM ET
How SMS Became a Top Performing Marketing Channel for Uncommon James
Founded by Kristin Cavallari, Uncommon James brings timeless, effortless, and sophisticated jewelry to women on-the-go. Knowing that their audience prefers to shop via mobile, Uncommon James relies on personalized text messaging to directly engage shoppers and drive revenue. Learn how the brand’s 2019 investment in text messaging, powered by Attentive, set them up for success during 2020—a year of unprecedented e-commerce growth—and how they plan to scale their channel in 2021.
Featuring:
Brian Long, Chief Executive Officer and Co-founder, Attentive
Stone Crandall, Chief Marketing Officer, Uncommon James
1:45 PM — 2:05 PM ET
How OLLY is Driving Performance Through a Focus on Brand Advertising
Millennial health fave OLLY has carved out a leading role in the wellness aisle with its innovative gummy vitamins and playful, benefits-focused brand identity. In this session we’ll discuss the marketing strategy powering the company’s rise and ongoing growth including why the company has put long-term brand building at the heart of its performance efforts. We’ll cover the data, audience and measurement resources powering OLLY’s brand-first approach as Adweek sits down with OLLY and its media agency m/SIX for a discussion on why a strong brand can be the ultimate performance machine.
Featuring:
Emily Zwerner, Director of Marketing Communications, OLLY
Shabnum Mehra Palomba, Managing Director, m/SIX
Ronan Shields, Programmatic Reporter, Adweek
2:10 PM — 2:30 PM ET
Performance Partnerships to Unlock Guaranteed ROI Growth
More than half of CEOs aren’t convinced that their marketing activity is driving results,” and “marketers are planning to shift up to 30% of their spend in order to diversify away from traditional channels, such as Google and Facebook.”
What if you could tap into diverse digital channels, outside of the walled gardens, all on a pay-for-results basis? In this session, Erin Cigich, Chief Executive Officer of Perform[cb] and 14-year veteran of performance and affiliate marketing, will share the dos and don’ts of tapping into performance partnerships that drive guaranteed ROI customer acquisition for rising entrepreneurs and large brands.
Learn how a well-known e-commerce marketer, recently acquired for $1B+, leveraged full-funnel partnerships to drive growth, a publicly-traded financial company diversified their acquisition channels to grow faster than Google search would allow, and how a publicly-traded digital security business leveraged advanced compliance practices and technology to better control their campaigns.
Featuring:
Erin Cigich, Chief Executive Officer, Perform[cb]
2:35 PM — 2:55 PM ET
Speed, Agility and the Consumer Voice: How Capital One Innovates Like a Start-Up
Learning and agility are a key part of an innovative culture -- whether it’s a scrappy startup or a 26-year-old banking firm like Capital One. Jennifer Lopez, Vice President of Product Development and Head of the Labs at Capital One, shares key insights on maintaining its creative edge via performance marketing and embracing open-ended opportunities and testing new strategies.
Featuring:
Jennifer Lopez, Vice President of Product Development and Head of Labs, Capital One
Lisa Lacy, Commerce Editor, Adweek
2:55 PM — 3:00 PM ET
Adweek Closing Remarks
Thank you for joining!
Featuring:
Danny Wright, Chief Brand Officer, Adweek
12:00 PM — 12:05 PM ET
Adweek Opening Remarks
Welcoming remarks and a look at the event.
Featuring:
Matt Steinmetz, Vice President of Event Partnerships, Adweek
12:05 PM — 12:25 PM ET
Driving Culture and Engaging Communities: Chipotle’s Marketing Ingredients Revealed
From plant-based menu items, digital delivery drones and more, the restaurant universe is rapidly evolving. For Chipotle, sustained success boils down to a combination of innovation, cultural relevance and a strong digital foundation. Hear from Tressie Lieberman, Vice President, Digital Marketing and Off-Premise, as she explores how fast-casual restaurant brand, Chipotle continually engages with its consumers by leveraging new and emerging platforms, strategic partnerships, personalized communication, and its popular rewards program that now has over 20 million members.
Featuring:
Tressie Lieberman, Vice President of Digital Marketing and Off-Premise, Chipotle
Heide Palermo, Vice President, Head of Community, Adweek
12:30 PM — 12:50 PM ET
Your Customers Are Speaking To You, But You’re Not Listening
No matter the industry, your target audience has instant access to websites, reviews, and resources about your product and your company. Did you know that 88% of your customers read about you before raising their hand? They’re speaking to you through their engagement data, but you’re not listening. In this all-digital climate we’re in, it's becoming increasingly difficult to balance their access with your brand narrative and the impact on your bottom-line results. While today's growth marketers have moved past vanity metrics—they know that content marketing tactics must be connected with business objectives—most aren't using their metrics to future-proof their content marketing strategies. In this session, we’ll take a look into the analytics that should shape your content marketing strategy and explore real examples of the data at work.
Featuring:
Dave Cardiel, Vice President of Marketing, Parse.ly
12:55 PM — 1:15 PM ET
Rationalizing Influence
Given the value influencers have brought to brands over the last decade, influencer marketing is in its prime. Especially over the past year, brands can’t afford to miss the boat when it comes to utilizing influencers in marketing strategies. All through 2020, influencers and brands responded to the pandemic and owned its impact by staying agile and letting data lead the way. Moving forward, influencers continue to be the most adaptable and cost-effective sales channel for brands.
Featuring:
Kristi O'Brien, General Manager of US Brand Partnerships, rewardStyle
Farah Maloof, Strategic Partnerships & Business Development, Walmart
Stephanie Paterik, Editor in Chief, Adweek
1:20 PM — 1:40 PM ET
How Performance Marketers Are Using TV for the Ultimate Win
In Q4 of 2020, TV advertising generated more revenue, conversions, and site visits for brands than ever before. While consumers trust TV ads 15% more than online video ads, to get measurable results marketers need to know how to use TV to drive measurable actions. Performance marketers are quickly learning that to maximize the impact of their TV spend, they must ensure fulfillment, lead capture, customer support, inventory and tracking are all in place.
Today, TV can deliver a significant ROI with the opportunity to target specific audiences precisely, and at scale. Marketers can target consumers based on demographics, location, viewing behaviors, dayparts, and more. Learn how disruptive brands are using the power of TV to drive lower-funnel actions like visits and sales, with transparency around metrics that show exactly how ads perform.
Attend this session to learn:
• How TV ads are an effective way to drive conversions and incremental lift.
• How leading brands are successfully integrating TV into their performance marketing campaigns.
• How you can target specific audiences by leveraging first- and third-party data (just like social or display), and then measure the actions viewers take after seeing those ads.
• The key metrics to track TV ad performance incl. site and page visits, first-time site visitors, conversions, cost per visit, and cost per completed view.
Featuring:
Phil Sandler, Senior Vice President Marketing, Simulmedia
Dave Reiseman, Chief Executive Officer, Echelon Fitness
Jason Lynch, TV Editor, Adweek
1:45 PM — 2:05 PM ET
Getting Intimate: How Mack Weldon’s Pivot to SMS Connects With Customers
Last year more than rattled the retail industry, with hard lessons learned that the pre-pandemic rulebook no longer applies. Hear from Alieu Fye, Mack Weldon's Senior Director Performance Marketing and Acquisition, as he shares how the men’s basics retailer’s spring forward to SMS connected with consumers in a more meaningful way.
Featuring:
Alieu Fye, Senior Director, Performance Marketing and Acquisition, Mack Weldon
David Kaplan, Interim Brand Editor and Performance Marketing Editor, Adweek
2:10 PM — 2:30 PM ET
Building Connected Brand Experiences for a Post-Pandemic World
The need for brands to create offline and online experiences is more important than ever before. As the pandemic continues to accelerate digital, brands are looking for ways to build omni-channel experiences with the same level of data, analytics and attribution they see on digital. In the session, Jim Norton, Chief Revenue Officer at Flowcode, and brand partners will share how they are leveraging the next generation QR technology across all marketing channels to directly connect with consumers.
Featuring:
Jim Norton, Chief Revenue Officer, Flowcode
Nancy Richardson, Chief Operating and Marketing Officer, The House of LR&C
Eric Ashworth, Executive Vice President, Product & Market Strategy, Quad
Britany LeBlanc, Vice President of Marketing, Supergoop!
2:35 PM — 2:40 PM ET
Adweek Closing Remarks
Thank you for joining!
Featuring:
Matt Steinmetz, Vice President of Event Partnerships, Adweek
