8:30 AM - 9:30 AM
Breakfast and Registration
 
 
 
9:30 AM - 9:35 AM
Adweek Opening Remarks
 
Danny Wright - Adweek
Danny Wright
9:35 AM - 9:55 AM
A Mic Drop for PepsiCo 

With numerous brands making strides into Web 3.0, PepsiCo is one of the many newly converging experiences. Always putting  fans’ interests at the forefront, Pepsi’s strong cultural relevance and legacy are top of mind for its recent dive into the NFT space. Join Todd Kaplan, Chief Marketing Officer of the Pepsi brand, as he discusses launching into the space with its “Mic Drop Genesis NFT Collection” and key takeaways to help guide other creators.

 

Todd Kaplan - PepsiCo
Paul Hiebert - Adweek
Todd Kaplan Paul Hiebert
10:00 AM - 10:20 AM
Finding Actionable Insights: What Consumer Conversations Really Tell Us

Consumers today go into shopping with a deep market understanding. Brands that aren’t matching this with their own consumer and market understanding face unnecessary peril! Particularly as consumers buy with their hearts more often than not these days, with 71% of consumers preferring to purchase from brands aligned with their values. So, staying ahead of whatever shiny object has captured their attention is crucial.

In this session, join experts from Chemistry, MMGY, and NetBase Quid as they discuss best practices for gaining a solid understanding of your audience and the category utilizing consumer and market data. Using examples from the travel and hospitality industry, you’ll hear how using social listening to identify key recovery indicators has produced spectacular results for these heavily impacted businesses during the pandemic. You’ll walk away with the knowledge of how to move from assumptions and perceived audiences to build fundamental understanding, grounded data-driven confidence that is based on real people and their habits.

 

Laura Forester - Chemistry
Brandon Billings - MMGY
Sergio Oliveri - NetBase Quid
Laura Forester Brandon Billings Sergio Oliveri
10:25 AM - 10:45 AM
Reimagining Beauty in the Experience Economy

As one of the most defining brands of the last decade, Glossier has built a new kind of people-first, digital-centric beauty experience. With a passionate global community that is just as eager to visit a Glossier store, as they are to sport one of the brand’s pink hoodies, Glossier creates experiences that invite participation and foster connection. 

Hear from Glossier’s Chief Marketing Officer, Ali Weiss, as she shares the company’s unique approach to creating omnichannel experiences and touchpoints spanning product, offline and digital and key insights on what today's brands need to succeed in the next era of retail.
 

Ali Weiss - Glossier
Emmy Liederman - Adweek
Ali Weiss Emmy Liederman
10:50 AM - 11:10 AM
Student-Athletes as influencers: Does it really work?

Although half of million student-athletes are now able to use their name, image and likeness (NIL) for a monetary benefit, brands are hesitant to seize the opportunity due to varying state regulations and potential of brand reputation ruin. Yet when brands do invest in student-athletes as influencers they can win considerably in terms of engagement rate as we see student athletes converting at 10%+ vs a standard influencer engagement rate of 2%+. So how can brands and student-athletes work together to safely win big?

Join us to walk through a major brand case study and how we worked together to meet brand safety boundaries, state/school compliance needs and also share results on how working with Student Athlete Influencers added incremental benefit to a seasonal activation.

 

Nicole Henry - Inmar Intelligence
Chris Ariens - Adweek
Nicole Henry Chris Ariens
11:15 AM - 11:20 AM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
11:20 AM - 11:35 AM
Programming Break
 
 
 
11:35 AM - 12:05 PM
Workshop (Hub 3): Sex, Lies and Influencer Marketing

Does influencer marketing actually generate positive sales ROI? What makes someone an influencer? What is pricing based on? Does engagement matter? Are micro-influencers really better than celebrities? How much fraud is still out there? While opinions and individual success stories abound, there has been little to no statistically significant empirical data shared to date on what drives marketer success and creator motivation. Join Pierre Cassuto, Chief Growth Officer at Humanz, as he shares insights gathered through statistical analysis of thousands of interactions between marketers, creators and customers on e-commerce platforms to separate the hype, the BS and the truth when it comes to what remains one of the fastest growing marketing practices worldwide.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Pierre Cassuto - Humanz
Pierre Cassuto
Workshop (Hub 1): Social Plus Data: A Look at How to Use Social Media in Combination with other Data Sources

In this session, you’ll learn important best practices and novel use cases of social media data in combination with other novel data sets. We will look at a range of use cases ranging from competitor intelligence to voice of patient, to technology and merger’s scouting and see how you can get more from your social media analytics by simply comparing it to another data set. Overall, the goal is to show the limits, edge cases, and possibilities that social media analytics can have when paired with other data sources.

Using examples from the Technology, Retail, and Healthcare Industries as an example, we’ll explain a few best practices and techniques surrounding how to extend your social media data further by using an integrated NLP suite such as NetBase-Quid.

In this session:

  • Tik Tok data – this is what you can do with this data, what you can’t, and where you might want to use it
  • Fishbowl, expert forums, and other data as a tech scouting tool
  • Reddit as a focus group and the power of news channels and earnings calls
  • Social vs Media insights – Competitive Intelligence & ESG Use Cases
  • Voice of the Patient on Reddit and with owned data

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Nicole Litterio - NetBase Quid
Alexis Nigro - NetBase Quid
Nicole Litterio Alexis Nigro
Workshop (Hub 2): Is Your Brand Tomorrow Ready? Consumer Intelligence is Critical to Help Shape a Brand’s Future

The ability to access billions of data sources and consumer touchpoints has created a whole new realm of challenges for brands. This is holding them back in a moment where speed to insights is vital in order to become customer centric. The right use of consumer intelligence will enable brands to overcome those challenges and move from a reactive or even predictive approach to a proactive state that will meet consumer expectations at the speed of culture.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Cara Buscaglia - Talkwalker
Nicole Moreo - LinkedIn
Cara Buscaglia Nicole Moreo
12:10 PM - 12:40 PM
Workshop (Hub 3): Driving Marketing Innovation Through Creativity

In 2022, AB InBev took the #1 spot on WARC's Creative 100, Effective 100, and the coveted Cannes Lions Creative Marketer of the Year. AB InBev firmly believes creativity drives outstanding business results, and it has embedded this at the center of the company's transformation, revolutionizing how it approaches creative ideation, development, measurement and execution over the last few years.

Join Luiz Barros, VP, Data, Analytics, Global Media, and Anastasia Leng, Founder & CEO of CreativeX, as they discuss applying discipline to creativity, innovating the creative measurement process, and striving to become the most creatively effective company in the world.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Anastasia Leng - CreativeX
Luiz Barros - AB inBev
Anastasia Leng Luiz Barros
Workshop (Hub 2): Two Truths & A Lie: Debunking & Then Redefining Social Media Conventions

The traditional sales funnel as we know it has collapsed, with all channels—social included—now impacting brand and revenue metrics. Yet, social media marketers still organize and allocate dollars based on outdated conventions. Despite Gen Z ushering in new behaviors, the rise of social commerce and the creator economy, the existing labels of paid and owned, CRM and community hold us back. Marketers can’t seem to break free from our old philosophies to unleash the full-funnel value of social media.

Join Danielle Donnelly, Chief Strategy Officer of Formerly Known As, as she debunks outdated social media “best practices” and highlights new beliefs that redefine how social media can deliver impactful business results for brands beyond just impressions.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Danielle Donnelly - Formerly Known As
Danielle Donnelly
Workshop (Hub 1): Social Advertising: Do This, Not That

Social advertising can be overwhelming (to say the least). You’ve got goals to reach. Expectations to meet. And a budget you can’t afford to blow. So… where do you start? In this workshop, solutions consultant Emily Marshall from Hootsuite will walk you through the DOs and DON'Ts of setting up, running, and measuring effective social advertising campaigns.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

 

Emily Marshall - Hootsuite
Emily Marshall
12:40 PM - 1:25 PM
Lunch
 
 
 
1:25 PM - 1:45 PM
How Brands and Artists Work Together in the Metaverse

With promises of the metaverse making headlines around the world and consumer spending on video gaming in the U.S. crossing $28.92B in the first half of 2021, defining where your brand fits in this rapidly evolving landscape is more important now than ever before. Up until now, concerts have been reaching millions of people across the globe with everyone from A-listers to rising stars engaging with fans in virtual worlds. Today, we see more and more brands joining artists on the virtual stage through sponsored experiences, merch drops, and more. 
 
In this session, join Former Vice President, Head of Music at Roblox, JonVlassopulos and Logitech Head of Entertainment Meredith Rojas as they explore how labels, brands and artists can work together seamlessly in the metaverse to drive value for all parties. The opportunity is massive.
 

Jon Vlassopulos - Roblox
Meridith Rojas - Logitech
Chaka Cumberbatch - Google
Jon Vlassopulos Meridith Rojas Chaka Cumberbatch
1:50 PM - 2:10 PM
Individual Experience, Collective Content Creation

Brand experiences are increasingly becoming hyper-personalized and hyper-local. These individual moments combine into a collective storytelling process that is held together by the thread of user-generated content. Whether the experience is digital, physical, or some mix of the two, brands can leverage this content to activate globally, fostering connections that transcend distance, language, and demographics.

Join TINT’s S. David Ramirez and Ivonne Aldaz, Lead Researcher and Content Creator at Future of Marketing, as they explore a framework for designing scalable community-driven content initiatives powered by individual creators and creatives. You’ll walk away understanding the essential elements of community-driven campaigns, the implications of building trust and repurposing community content to design future brand experiences and activations, and the role of multi-realm brand experiences in capturing first-party data and creating captivated audiences.
 

S. David Ramirez - TINT
Ivonne Aldaz - TINT
S. David Ramirez Ivonne Aldaz
2:15 PM - 2:35 PM
The Future of Content is Personalized: From Insights to Action

Personalization is the future of content: consumers are now looking for ideas and entertainment beyond "traditional" social feeds on surfaces that are both tailored to their interests and privacy-first. To remain competitive, brands will not only need to diversify their media mix across platforms -- they'll need to deliver more snackable, visually compelling stories that "click" with audiences and keep privacy in mind.


In this session, join Google's Arthur Gerigk and Eva Valerio as they share the latest industry insights and changes in consumer behavior and content consumption. Plus, hear how brands are successfully adapting their media strategies to meet this shift by amplifying their creative storytelling to new platforms.

 

Arthur Gerigk - Google
Eva Valerio - Google
Arthur Gerigk Eva Valerio
2:40 PM - 2:50 PM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
2:50 PM - 3:10 PM
Your Best Influencer Marketing Campaign will Come from the Comments

No one knows the blurred lines between the virtual and real world best, than @timmchiusano a VP of creative and production at a fortune 100 company, with a side hustle as a TikToker who has amassed an audience of over 400k. Timm has the unique experience of being a creator, connecting with people in a virtual world, while also helping brands create their own brand story. One of the most powerful things he has discovered is how integral your audience is.

 

From strategizing to measuring; a creator’s audience is a valuable resource to building the most effective influencer marketing strategies. Once you understand who the audience is, what they want, and where they want it, you can maximize the impact of your output.

 

Join #paid’s Head of Business Strategy, Ashley Riske, and Creator, Timm Chiusano, as they discuss understanding an audience, tools to engage with an audience for both strategy and measurement, and Timm's learnings for brands as he sits in the intersection between the creative and corporate world.

 

Ashley Riske - #paid
Timm Chiusano
Ashley Riske Timm Chiusano
3:15 PM - 3:35 PM
One Year In: How BuzzFeed Found Success in Livestream Shopping

In today’s world of converging experiences, BuzzFeed found opportunity and success in the livestream shopping space. Last year alone, the company streamed over 60 different live shopping events that attracted over 4.4 million visitors. With an audience who watched over1.1 million minutes of content, BuzzFeed is integrating the real world with the virtual to shine a light on products for a global community.

Join Nilla Ali, Executive Vice President, Commerce at BuzzFeed, Inc. for an intimate fireside chat on the company’s foray into the livestream format. She’ll discuss the opportunities for digital real estate, adding value to brands, consumer behaviors and the year ahead for BuzzFeed, Inc.
 

Nilla Ali - BuzzFeed
Mark Stenberg - Adweek
Nilla Ali Mark Stenberg
3:40 PM - 3:45 PM
Adweek Closing Remarks
 
Jess Zafarris - Adweek
Jess Zafarris
3:50 PM - 5:00 PM
Cocktail Reception hosted by Google
 
 
 
One-to-One Meetings

One-to-one Partner/Elite VIP networking meetings to take place during the reception. Cocktails will be served.