2021Agenda
Stay tuned for new sessions to be released periodically leading up to the event.
11:00 AM - 11:10 AM | Main Stage Welcoming remarks and an overview of the event. FeaturingToby Daniels, Chief Innovation Officer, Adweek | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:00 PM - 12:20 PM | Main Stage We live today in a date driven age with many marketing functions being augmented and often replaced by algorithms and automation. As talent works with machines rather than against machines or without machines how can you best grow your company and yourself? One approach is by building and practicing the 4P's: Perspective. Provocation, Point of View, and Plan of Action. In this session, join Rishad Tobaccowala as he shares why this approach can help you thrive in a Re-invented age of marketing with examples and actionable takeaways. FeaturingRishad Tobaccowala, Former Chief Growth Officer, Publicis | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:50 PM - 1:10 PM | Main Stage Over the last decade, we’ve watched an explosion of new brands disrupt category after category and take over our social feeds. Casper changed our relationship with our mattress, Sweetgreen changed how we eat lunch, Airbnb changed the way we travel. These beloved companies ushered forth a reimagining of the brand-consumer relationship on social media, and have also paved the way for further disruption, along with further category crowding. With competition getting fiercer and fiercer, it’s safe to say that we’ve reached a point where it’s no longer enough to have a great idea, or a better price, or faster shipping, or a massive social following. The difference in success boils down to brand. Attend this session and learn:
FeaturingEmily Heyward, Co-Founder and Chief Brand Officer, Red Antler | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:15 PM - 1:35 PM | Main Stage Social media has given brands the ability to reach their consumers almost anywhere in the world. While that, at first glance, might make social seem like the golden goose, many are realizing that trying to be everywhere and reach everyone can negatively impact their performance. With finite resources, brands risk spreading themselves too thin in an attempt to be omnipresent. To address this, more and more brands are working to identify and focus on the areas with the greatest opportunity for growth, both on and off social media. Consequently, many brands are closing and consolidating many of their profiles, making a conscious choice of where not to be and not to focus. Tune in to this session to hear Casper Vahlgren, Senior Strategist at Falcon.io, outline how selectiveness and prioritization should be key components of the strategic process for any brand and the impact this can have on their social media ecosystem and tactics. Attend this session to learn: FeaturingCasper Vahlgren, Senior Strategist, Falcon.io | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:40 PM - 2:00 PM | Main Stage Clubhouse is the most buzzworthy of the social audio platforms, with Twitter and Facebook creating their own versions, but what exactly has boosted the rise of social audio? Join Kat Cole, Former Chief Operating Officer and President of FOCUS Brands and Orchid Bertelsen, Head of Digital Strategy and Innovation at Nestlé USA as they discuss social audio's place in society, how it's paved the way for a new type of creator and whether it's a good place for brands to play. Attend this session and learn:
FeaturingOrchid Bertelsen, Head of Digital Strategy and Innovation, Nestlé USA | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:00 PM - 2:05 PM | Main Stage Thank you for joining us! | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:15 PM - 2:45 PM | Meetups *Open to Premium and All-Inclusive Pass holders Join Adweek executives and like-minded peers for intimate open discussions focused on top of mind industry challenges and trends. | Meetups *Open to Premium and All-Inclusive Pass holders Join Adweek executives and like-minded peers for intimate open discussions focused on top of mind industry challenges and trends. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
3:30 PM - 4:00 PM | Academy * Open to Premium and All-Inclusive Pass holders Since the pandemic drove many businesses online, retailers have been searching for unique ways to activate in new digital spheres while directly connecting with their core consumer group. Through exclusive creator partnerships, engaging video elements and limited-time product drops, livestream shopping ticks each of these boxes. Over the past couple of years, livestream shopping has seen a boom in China, grossing over $100B+ a year and presenting a new selling touchpoint for e-tailers. However, the immensely profitable industry has eluded North America until recently. In the session, NTWRK President Moksha Fitzgibbons dives deeper into the opportunities that livestream shopping provides today’s e-commerce and marketing industries. Learn why shopping and social media giants alike are turning to livestream shopping to create new opportunities in retail and marketing. Attend this session and learn:
FeaturingMoksha Fitzgibbons, President, NTWRK | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
4:00 PM - 4:30 PM | Academy * 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:
FeaturingKen Gibbs, Head of Series Social, Amazon | Academy * Open to Premium and All-Inclusive Pass holders When data first took hold of the marketing world, CMO’s and CEO’s collectively obsessed about dashboards and statistics — treating KPI’s like collectibles. The numbers made us feel smart. Big data overwhelmed us and it underwhelmed us. It’s cumbersome and mostly, uninspiring. Data needs to get its sexy back. In this Academy session, Holland Martini and Maria Vorovich of GoodQues explores the reinvention of data from stodgy to fun. We believe data mining is an adventure and we will make our case using Arthur Conan Doyle’s Sherlock Holmes as the creative wrapper to tell our story and teach the academy. FeaturingHolland Martini, Chief Insights Officer, GoodQues |
11:00 AM - 11:10 AM | Main Stage Welcoming remarks and an overview of the event. FeaturingToby Daniels, Chief Innovation Officer, Adweek | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:10 AM - 11:30 AM | Main Stage 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:
FeaturingSinan Aral, Director, MIT Initiative on the Digital Economy | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:00 PM - 12:20 PM | Main Stage TikTok, the most downloaded app of 2020, introduced a global community of creators who have captured the hearts of a worldwide audience through dancing, singing, challenges, and more. Fast forward to this year, the app is on track to surpass 1.2 billion active users and shows no signs of slowing down any time soon. In this session, join Nick Tran, Global Head of Marketing as he explores the platform's position at the intersection of technology and culture, how he positions the TikTok brand and his approach to amplifying it across various channels, and why TikTok’s rise in entertainment is just the beginning of a long-term journey. FeaturingNick Tran, Global Head of Marketing, TikTok | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:50 PM - 1:10 PM | Main Stage 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:
FeaturingNadja Bellan-White, Global Chief Marketing Officer, VICE Media | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:40 PM - 2:00 PM | Main Stage 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. FeaturingRaashi Rosenberger, Executive Brand Director, Next Insurance | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:00 PM - 2:05 PM | Main Stage Thank you for joining us! | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:15 PM - 2:45 PM | Meetups *Open to Premium and All-Inclusive Pass holders Join Adweek executives and like-minded peers for intimate open discussions focused on top of mind industry challenges and trends. | Meetups *Open to Premium and All-Inclusive Pass holders Join Adweek executives and like-minded peers for intimate open discussions focused on top of mind industry challenges and trends. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:30 PM - 2:55 PM | Academy * 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.
FeaturingDavid Schneider, Creative Director, That Lot | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
4:00 PM - 4:30 PM | Academy * 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! Attend this session and learn:
FeaturingJames Gregson, Digital Creative Director, LEGO | Academy * 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.
FeaturingSanti Pochat, Head of Social Lab, Google |
11:00 AM - 11:10 AM | Main Stage Welcoming remarks and an overview of the event. FeaturingToby Daniels, Chief Innovation Officer, Adweek | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
11:10 AM - 11:30 AM | Main Stage 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. FeaturingRaja Rajamannar, Chief Marketing and Communications Officer, Mastercard | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
12:00 PM - 12:20 PM | Main Stage 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:
FeaturingJeremi Gorman, Chief Business Officer, Snap | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
1:00 PM - 1:25 PM | Main Stage 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. In 2020 alone, the company fulfilled more than 1.3M magical moments, proving its longstanding theory that the future of creator monetization should be measured in minutes…and that the engine propelling it runs on joy and personalized connection. Join Cameo’s Chief Executive Officer, Steven Galanis, in a fireside chat about Cameo’s unique path forward, 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:
FeaturingSteven Galanis, Chief Executive Officer, Cameo | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:00 PM - 2:05 PM | Main Stage Thank you for joining us! | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:15 PM - 2:45 PM | Meetups *Open to Premium and All-Inclusive Pass holders Join Adweek executives and like-minded peers for intimate open discussions focused on top of mind industry challenges and trends. | Meetups *Open to Premium and All-Inclusive Pass holders Join Adweek executives and like-minded peers for intimate open discussions focused on top of mind industry challenges and trends. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
2:30 PM - 3:00 PM | Academy * 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?
FeaturingElizabeth Valleau, Global Creative Lead of Augmented Reality, Facebook | Academy * 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:
FeaturingTatiana Urriaga, Senior Product Marketing Manager, Peloton Interactive | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
6:00 PM - 7:30 PM | Main Stage 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. |
11:00 AM - 2:00 PM | Main Stage The role of CMO is dynamic and exciting, but requires agility, great dedication and passion to get there. Social Media Week’s inaugural “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. Sessions and more details to be announced soon. |
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