Jenny Han, author of the bestselling book series To All The Boys I’ve Loved Before, sits down with Michelle Weiner, head of Creative Artists Agency’s Books department to discuss the creative process in crafting diverse characters and voices – and the impact of bringing characters off the page.
Today’s global climate has shifted the consumer landscape across industries – from food to home entertainment and even, wedding planning. With the rise (and fall) of startups in these spaces, leading heritage brands are leaning into collaboration as well as internal incubators to innovate and be at the forefront of consumer desires. In such a globally diverse and competitive market, heritage brands are more significant to us than ever before, but how can companies continue to grow and maintain loyalty.
In a world built by previous generations, and on dated paradigms, how can a new generation of leadership find their stride? As leadership receives a much-needed influx of diversity - race, age, intellect - how can we be true to who we've always been, and succeed in workplaces that don't always create the space for that? Hear from a group of leaders who carved their own ways through their careers, to discuss how higher-ups can lead by example and set a new, more dynamic precedent for the leaders of the next generation.
Consumers today expect brands to be connected to culture. In fact, 25% of a consumer's purchase decision is based on how culturally relevant the brand is. But "culture" is a big word and can mean many things. How are brands supposed to zero in on the aspects of culture that are front-of-mind for their customers? By taking a closer look at what people on Twitter are talking about, we can see what really matters to consumers, which leads to more relevant campaigns, richer creative and more effective marketing.
Global Director, Culture and Community, Twitter
Undoubtly Trump's presidency has affected us all as marketers, consumers, and people. It has sparked conversation, emotion, and
movements. From MeToo, to Black Lives Matter, to Alt Right, "The Wall", to the NFL (Colin Kapernick). We as a country have also revisited issues racial prejudices, gender biases and other setbacks. We will explore how Trump's presidency has affected us all... for better, or for worse, from a marketing perspective.
For 20 years, Chipotle was a pioneer in the Fast Casual dining industry, experiencing rapid growth and intense customer loyalty. For the past few years, however, the brand has faced a number of significant challenges from food supply chain safety issues, to a lack of innovation and cultural relevance.
In recent months, Chipotle has come back stronger than ever. Hear from Chipotle’s CMO and agency partner Venables Bell & Partners on their amazing brand turnaround and how it’s been fueled by utilizing the greatest assets within the organization and team, rather than opting for complete reinvention.
Chief Marketing Officer, Chipotle Mexican Grill
Partner, President, Venables Bell + Partners
There’s no such thing as a “natural leader,” but great leaders do have a set of abilities essential to working with and inspiring others, including trust building, persuasion, time management, principled negotiating, and active listening. Fortunately, all of these soft skills can be learned, and 360i CEO Jared Belsky is here to help. The Soft Skills Workshop is divided into three overarching units on subjects that are essential to personal and professional success: Self-Awareness, Leadership, and Communication. In exploring these topics, Jared takes audiences through nearly a dozen key lessons from his book, The Great Client Partner, which he wrote in an effort to help everyone from client-facing executives to entry-level staffers hone their soft skills. Workshop attendees can expect to be engaged with a mix of hilarious anecdotes, interactive exercises, and worksheets that help audiences apply the lessons of the book to their own lives.
Beauty guru, makeup expert and Founder & CEO of his own cosmetics line Lunar Beauty sits down to discuss the power and influence of makeup, and what he’s learned so far. Leave with a unique point of view on the intersection of digital and business, and how influencers and brands can propel their success in the digital age.
Lost in translation not only means losing sales, but also alienating growing markets in different parts of the current global and multicultural business world. In the panel we'll discuss do's and dont's in the quest to engage Latin American customers, a vibrant and rising community with relevant cultural subtleties that all savvy international marketers should be aware of.
VP Executive AMAI Mexico and Partner, GreenBook LATAM
Jeannette J. Ruiz Reyes
Director, Local & Cultural Innovation, The Americas, The Estée Lauder Companies
Nearly 75% of marketers reported that in-app advertising offers better customer engagement and targeting capabilities than other platforms. Yet quality and measurability challenges have prevented many buyers from fully embracing programmatic as a means for accessing this highly coveted inventory. Join some of the industry’s leading mobile advertising experts as they discuss the unique challenges of mobile app environments, new initiatives that are changing the game, and what you can do to remain competitive.
SVP, Corporate Development & GM, Mobile, PubMatic
Participation is too important to be left for chance... Twitter's head of global brand strategy and Contagious' head of trends present an analysis of years worth of brand activations that rallied communities to influence culture - from the iTunes charts to Wall Street stock prices. The Participation Playbook questions traditional reach-and-frequency marketing "gospel" from the likes of Byron Sharp and leaves marketers with six steps to unlock audience participation, whether they're launching something new or connecting their brand to cultural happenings.
Head of Global Brand Strategy, Twitter
Today, it is virtually impossible to drive growth in the luxury automotive segment without multicultural consumers, primarily Hispanics. While many brands have been targeting Hispanics for years, the affluent Hispanic is a mystery to most. Many brands and agencies mistakenly assume that, given their affluence, this target can be reached via general market media and with general market concepts, when the reality is that there is actually a strong correlation between affluence, higher education and a desire to connect.
In this session, Duke will speak about bringing an elevated and unified purpose to Lime and building a bigger community around the brand. To bring this vision to life, Duke will discuss how the micro-mobility provider has formed a new innovative partnership with The Lab at Anonymous Content, an award-winning commercial, film and television production company. Through the partnership, Lime is creating a unique and powerful model of storytelling and prototyping a new way of looking at content with the goal of connecting on a deep level with a broad range of audiences (riders, non-riders, Juicers, city planners) across global communities. Additionally, attendees can expect to learn about Lime’s plans for more meaningful collaborations, campaigns and initiatives still to come.
A commitment to diversity and inclusion as a top priority is one thing but moving beyond discussion and symbolism and into active everyday allyship and advocacy is a whole different beast. This ambition can feel lofty, to say the least. In a session led by Tiffany Edwards, Engagement & Inclusion Director at Droga5, attendees will learn ways in which they can turn their desire into everyday action.
Creating True Business Impact Through the Strategic Use of Music. From strategy to creative, music went from being in the background to leading the charge in making brands culturally relevant and helping them capture their audiences’ attention.
SVP & Executive Integrated Music Producer, McCann NYC
Director of Music, Leo Burnett
Executive Music Producer, Y&R NY
In this session attendees will learn best practices for rebranding when your brand is well known or beloved by many. Hear from expert marketers across a wide range of industries who have recently gone through the rebranding process. Why did your company decide to take on this endeavor, what lessons did you learn and if you could go back in time would you do it all over again? The discussion will hone in on the realities of rebranding in a media landscape that offers consumers more touch points with brands than ever before. Speakers will discuss leveraging podcasts, social media, stunts and more!
Bumble, the women-first social networking app, along with agency partner FlyteVu, will come together for an industry discussion on ‘Empowered by Bumble Bizz’, its multi-year initiative to address a fundamental issue of gender disparity in the music industry, after a 2018 survey by Pitchfork found that women make up only 19 percent of the average music festival lineup.
Not since the age of subliminal advertising have marketers so overtly flirted with the threshold of human perceptibility. As the principles of what truly counts as a viewable impression continue to be hotly debated, marketers more than ever need to understand how perceptibility impacts the connections ads make with audiences. Join IAS for a discussion on the future of digital advertising and why the shift to perceptibility will be a crucial next step.
Sports brands have long been the most exciting and evocative brands to build in our business. While that’s still the case, the landscape is changing and today’s consumers want these brands to play a different role in their lives, and featured athletes expect that they are represented in more authentic ways. Zambezi has a legacy of building successful sports brands, with recent work with TaylorMade and Beats by Dre. Hear from Gavin Lester, Partner/CCO, alongside a client and athlete on what it takes to create a successful brand in the sports industry today.