Agenda Overview
—Day 1—
The View
from Above
Powered by emerging technology, the attention economy and societal change, the marketing ecosystem has gone full throttle into a digital drift, moving away from functional silos and toward a convergent future. The new year represents a new opportunity for brands to embrace convergent marketing across their campaign platforms. Today, Adweek is joined by leading executives in marketing, media and creativity to understand how they are adapting to our new convergent reality.
—Day 2—
Connecting With Consumers
Marketing efforts are most successful when their different disciplines are interconnected, working cross-functionally toward a common goal. During Day Two, you'll hear how engaging with consumers has become all-encompassing. Modern strategies are marrying data to creativity, brands to purpose and brand legacies to upstarts in a collaborative effort to refine the customer journey using a fluid approach to client-agency partnerships.
—Day 3—
Tackling
Talent and Transformation
In recent years, marketing, media and tech industries have accelerated their business models with the help of thoughtful team building. On Day Three, you'll hear from industry leaders and experts on their best practices for retaining and recruiting the right talent, doubling down on culture and DEI as they prepare for a brave new world “back to work.”
The Full Outlook 2022 Agenda
9:00 AM - 9:10 AM | Adweek Opening Remarks Welcoming remarks and a look at the event. Danny Wright - Adweek ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
9:10 AM - 9:30 AM | Our Race to Health Equity: Starting the Conversation The global COVID-19 pandemic caused tremendous amounts of change, both societal and cultural. It also underscored what many have known for some time: the healthcare system has consistently and chronically left people of color behind creating racial health inequities.
Michael Sneed - Johnson & Johnson ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
9:35 AM - 9:55 AM | Customer Expectations are on the Rise. Four Ways to Delight your Customers in 2022 There is no turning back. In the modern era, customer expectations have increased, and as a result, many companies responded with new and enhanced ways to interact with their customers. Hear from Celika Caldwell, GVP, Customer Experience Management, Oracle, on how companies can not only keep up with, but raise the bar for customer experiences. Celika Caldwell - Oracle ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
10:00 AM - 10:05 AM | Trivia | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
10:05 AM - 10:20 AM | Adweek Editor Previews Get the inside scoop from Adweek’s award-winning editorial team. Editors and writers will reveal the most game-changing trends of 2021 and offer predictions on what’s in store for 2022. David Kaplan - Adweek Jason Lynch - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
10:20 AM - 10:35 AM | Break | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
10:35 AM - 10:55 AM | Building Brand Awareness and Defining Brand Values Focused on disrupting the convenience store space, Foxtrot is a seamless omnichannel shopping experience that makes finding the best local products easy. Foxtrot's offering - which spans AM to PM and encompasses everything from a freshly baked croissant to imported spices and organic vegetables and a bottle of somm-picked wine - is designed to meet their customers' needs everyday. Scaling awareness and content with influencers has allowed the brand to speak to the ubiquity of their value proposition while garnering key product insights that have fueled new concept launches.
Carla Dunham - Away ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:00 AM - 11:20 AM | Amplifying the Listener Experience As the world’s most popular audio streaming subscription service, Spotify's toolbox has evolved to adapt to consumers’ specific needs. From personalizing content for the user, raising creator voices through global platforms like Equal and Frequency, and infusing its own marketing with Spotify's unique brand personality, Spotify is leveling up the customer experience.
Taj Alavi - Spotify Mark Stenberg - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:25 AM - 11:45 AM | The Future of QSR Marketing As the fastest growing QSR brand in the U.S., Popeyes has been at the forefront of culinary innovation and pop culture. The brand, which is celebrating its 50thanniversary in 2022, continues to embrace its New Orleans heritage all while resetting industrystandards for everything from a fried chicken sandwich to celebrity partnerships.
Bruno Cardinali - Popeyes Louisiana Kitchen ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:50 AM - 12:10 PM | Building Brand Reputation: DoorDash's Mission is to Empower Local Economies This mission comes to life for each stakeholder group with purpose, including through expanded access to earnings opportunities for millions of workers, more products and services for local business owners to choose from to best run their unique business, and social impact work that emanates from the core of the DoorDash platform.
Elizabeth Jarvis-Shean - DoorDash David Kaplan - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:15 PM - 1:00 PM | Break | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:00 PM - 1:20 PM | Creating the Future TV Roadmap Former ViacomCBS chief digital officer and CBS Interactive CEO Marc DeBevoise has returned to the media, sports and entertainment space as vice chairman and president of the new SPAC Argus Capital Corp. He talks about not only what is in store for Argus this year but looks at the twist and turns in store for the larger television landscape. Jason Lynch - Adweek Marc DeBevoise - Argus Capital ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:20 PM - 1:40 PM | The Future of Media Is Gen Z Serving audiences worldwide, Vice Media Group goes full throttle in how it inspires and informs on everything from news and education to culture. Thanks to its properties like Refinery29, fashion and style bible i-D and creative agency Virtue, Vice can cut across a wide swath of Gen Zers. Join Adweek as we hear from VICE Media Group Global Chief Marketing Officer Nadja Bellan-White on the future of VMG’s mission and vision and the role of emerging technology in storytelling.
Nadja Bellan-White - Vice Media Group Emmy Liederman - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:45 PM - 2:05 PM | NFTs: Value Add at Its Finest Brands exploring the NFT space are seeing myriad opportunities for 2022. Hype or not, there is no denying the potential to grow revenue, sooner or later, is there.
Todd Kaplan - PepsiCo Stephanie Paterik - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:10 PM - 2:15 PM | Adweek Closing Remarks Thank you for joining! Stephanie Paterik - Adweek ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:30 PM - 3:00 PM | Masterclass: Looking Forward, Looking Back: Context for What’s Ahead If history has taught us anything, it’s that change is continual. Online behavior has shifted, the way we work has transformed, and consumer expectations are changing. What will we leave behind in this innovative digital era and how will this help shape our industry in the future? Join Marc Grabowski, GVP, Global Activation and Measurement and Tim Carr, Head of Activation Product Marketing at Oracle for a fireside chat highlighting their top defining moments of 2021 and the implications they’ll have in 2022. Marc Grabowski - Oracle Tim Carr - Oracle ![]() ![]() |
10:30 AM - 11:00 AM | Engage With Consumers on Their Terms in a Privacy-First Digital Landscape As privacy expectations, tech, and regulations change, marketers are looking for ways to continue to reach new consumers with a multitude of post-cookie identification and targeting techniques. But what about the consumers who don’t want to be identified? Melinda Han Williams - Dstillery ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:00 AM - 11:05 AM | Adweek Opening Remarks Welcoming remarks and a look at the event. Danny Wright - Adweek ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:05 AM - 11:25 AM | How Delta Brings People Together Delta Air Lines’ north star is all about creating experiences that bring people together -- whether it’s connecting customers in hundreds of its global destinations or by deepening cultural understanding. Join Adweek and Molly Battin, Delta’s SVP of Global Brand Marketing as she explores how the brand is building a deeper and more inclusive sense of community both in flight and on the ground. Molly Battin - Delta Lisa Granatstein - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:30 AM - 11:50 AM | What's Next in Retail Media: Utilizing Customer Intelligence to Meet Shoppers Wherever They Are More than ever, brands are finding ways to get closer to the customer, closer to data and closer to purchase. Shortening the connection between an ad and the final purchase can increase media investment efficacy when layered with first-party data and customer intelligence. Learn how brands and agencies are using retail media, the fastest-growing digital marketing channel, to reach audiences outside retailer’s owned properties through CTV, digital audio, display and social. Jeff Clark - Walmart Connect Mic Zavarella - PepsiCo Megan Pagliuca - Omnicom Media Group in North America ![]() ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:55 AM - 12:15 PM | The New Blueprint for Consumer Privacy Focusing on direct consumers' changing needs and their right to privacy is more critical – and challenging - than ever. Join Adweek as we hear from Mary Lunghi, IKEA U.S.'s Senior VP of Consumer Insights and Analytics, and Mozilla's CMO Lindsey Shepard on the ever-evolving strategies to understand consumers, meet them where they are, as well as continue to protect consumers’ privacy and engender their trust. Christine Cox - IKEA U.S. Lindsey Shepard - Mozilla Lucinda Southern - Adweek ![]() ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:20 PM - 12:25 PM | Trivia | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:25 PM - 12:35 PM | Adweek Editor Previews Get the inside scoop from Adweek’s award-winning editorial team. Editors and writers will reveal the most game-changing trends of 2021 and offer predictions on what’s in store for 2022. Jameson Fleming - Adweek Lucinda Southern - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:35 PM - 12:55 PM | The Future of Unbreakable Customer Relationships is AI Driven Data Unbreakable customer relationships that fuel growth and amplify Customer Lifetime Value are forged through the AI-driven data that bridges the gap between humans and the values and preferences that drive their purchasing decisions. The Resonate Ignite Platform™ holds the power of 14,000+ proprietary, proprietary first-party insights on 230 million U.S. consumers, giving you the ability to build targeted, human-centric segments at scale and target and engage them across the digital channels. In this session, you’ll learn:
Ericka Podesta McCoy - Resonate Stephanie Paterik - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:00 PM - 1:20 PM | How Vista Became the Go-To Delegate for the Modern Marketer Vista is one of the leading companies in the e-commerce industry, and the emphasis on consistent consumer connections is to thank. Join Adweek as we hear from CMO Ricky Engelberg on how they convey a business' brand and product messaging while also upholding guaranteed satisfaction and lasting B2C trust to ultimately have some of the most loyal and committed customers in the market. Ricky Engelberg - Vista Luz Corona - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:25 PM - 1:45 PM | Unifying Data and Creativity: The Rise of Intelligent Creative As 2022 sets off to be another unprecedented year, marketers are eager to understand the shifts in consumer behavior and how technology can be leveraged to improve business results With the demise of 3rd party cookies and the rise of first-party data, marketers can now unpack not only the what in their creative, but also the why to directly improve ad performance. Alex Collmer - VidMob ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:45 PM - 1:55 PM | Adweek Editor Previews Get the inside scoop from Adweek’s award-winning editorial team. Editors and writers will reveal the most game-changing trends of 2021 and offer predictions on what’s in store for 2022. Stephen Lepitak - Adweek David Griner - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:55 PM - 2:00 PM | Trivia | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:00 PM - 2:20 PM | Super-Serving Communities of Decision Makers The Wall Street Journal, Barron’s and MarketWatch are synonymous with their sought-after audience of high-powered business and investment decision makers. Josh Stinchcomb - The Wall Street Journal | Barron’s Group Nicole Ortiz - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:25 PM - 2:45 PM | The Best Creative Inspiration Comes from Fans McDonald's "fan truths" have been the basis of the brand's most recent marketing wins, helping inform go-to-market strategies for iconic work like the Famous Orders platform. Real-time feedback in the form of social insights has become one of the primary data tools in McDonald's and W+K's arsenal. Marques Gartrell - Wieden+Kennedy NY Jennifer Healan - McDonald's ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:50 PM - 3:10 PM | Metaverse: Digital Marketing’s New Frontier The metaverse is poised for rapid growth and rife with opportunities for marketers from AR and VR to NFTs and the creation of virtual worlds. Through immersive experiences and bold digital ads, brands are just scratching the surface in the capabilities to reach new generations of consumers.
Tim Clark - NASCAR Rafael Canton - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
3:15 PM - 3:20 PM | Adweek Closing Remarks Thank you for joining! Danny Wright - Adweek ![]() |
11:50 AM - 11:55 AM | Adweek Opening Remarks Welcoming remarks and a look at the event. Danny Wright - Adweek ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:55 AM - 12:15 PM | Back-to-Work-ish Companies are hurriedly drafting their new normal. From work from anywhere to a revert to the pre-pandemic office. Leaders are navigating the sometimes-elusive balance between productivity and well-being while preparing to pivot as changes arise. Sheela Subramanian - Future Forum Katie Coviello - Away Stephen Lepitak - Adweek ![]() ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:20 PM - 12:25 PM | Trivia | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:25 PM - 12:40 PM | Adweek Editor Previews Get the inside scoop from Adweek’s award-winning editorial team. Editors and writers will reveal the most game-changing trends of 2021 and offer predictions on what’s in store for 2022. Shannon Miller - Adweek Lisa Lacy - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:40 PM - 1:00 PM | Building a Purpose-Driven Team Now more than ever, job seekers hope to work at companies that serve a greater purpose. As a values-driven business since its inception, premium basics brand Bombas has mastered its mission, from its One Purchased = One Donated mission, to fostering employee wellbeing and commitment to DEI. Randy Goldberg - Bombas Katie Lundstrom - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:05 PM - 1:25 PM | A Lesson for Brands on "How to Citizen,” With Baratunde Thurston Storytelling comes with great responsibility. Navigating decisions of where and when to participate remains a tightrope as consumers scrutinize content more closely to discern what is genuine action and not woke-washing. Baratunde Thurston - Writer, Activist, Comedian David Griner - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:25 PM - 1:50 PM | CMO as Change Agent The rising importance of the CMO has been exponential in changing company culture in recent years. What influence does the CMO have in articulating and amplifying both employee culture and company strategy? How can the brand drive employee retention?
Lauren Bosworth - Love Wellness ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:50 PM - 2:10 PM | Diverse Organizations > Homogeneous Companies Companies must continue to focus on DEI; no matter the size, purpose, or setting – it must be at the top of businesses’ list of priorities.
Elizabeth Morrison - Levi Strauss & Co. Luz Corona - Adweek ![]() ![]() | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:15 PM - 2:20 PM | Adweek Closing Remarks Thank you for joining! Danny Wright - Adweek ![]() |