#SMWNYC

May 5-7, 2020

tuesday 9:30 AM - 10:10 AM

Stop The Scroll: The Secret to Thumb-Stopping Content [Session 1]

Hosted by NBCUniversal

Content and New Formats

Megan Toth
Megan Toth Senior Social Media Lead, NBCUniversal
Megan Toth

Megan Toth

Senior Social Media Lead, NBCUniversal

Megan Toth is the Senior Social Media Lead at NBC, overseeing the social media strategy for NBC’s lifestyle programs. Prior to NBC, Megan led the social strategy and content creation at CNBC for its primetime programming, including Jay Leno’s Garage. Her growth strategies resulted in Jay Leno’s Garage growing its Facebook page to 1 million likes, and Open House TV’s YouTube channel to over 100,000K subscribers. Before joining NBCUniversal, Megan worked on the agency side, managing the social presence for Audi of America at HUGE and LG Electronics at iCrossing.


Megan Toth

Megan Toth

Senior Social Media Lead, NBCUniversal

Stop The Scroll: The Secret to Thumb-Stopping Content [Session 1]

Hosted by NBCUniversal

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

In today’s world, we only have seconds to capture someone’s attention and tell a story. What message are you trying to convey? Are you promoting the premiere date of a new TV series or cast of a movie? Are you a brand offering a new product?

It’s not enough to simply post a 60 or 30-second movie trailer or other pieces of content directly to social media. It needs to be tailored – think format, platform and audience. Gone are the days where a one-creative-fits-all-platform approach is acceptable. Creating compelling content is mandatory in our mobile-driven world and doing it successfully is an art.

Attend this session and learn:

  • What thumb-stopping content is and why it’s essential in 2020
  • Best practices for engaging content that drives results
  • Case studies of leading brands that are creating thumb-stopping content
  • tuesday May 5, 2020
  • 9:30 AM - 10:10 AM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
tuesday 10:05 AM - 10:30 AM

Sponsored

Keeping an Iconic Global Brand Relevant: Social Tips from Boeing

Hosted by Talkwalker

Storytelling and Creativity

Georgina Goode
Georgina Goode Senior Director of Digital, Boeing
Georgina Goode

Georgina Goode

Senior Director of Digital, Boeing

Georgina is Senior Director of Digital at Boeing. She oversees the digital transformation of the Communications function globally with a remit that covers data and web strategy, performance marketing, social media, organic and paid content and analytics. She leads Boeing’s Digital Center of Excellence designed to build digital capability and skills across the Function. Prior to this she was VP, Group Strategy Director at Havas Chicago, where she led the North American strategic efforts for Socialyse.

Before her transition to the States, Georgina was a former advisor on digital engagement strategy to UK government and 10 Downing Street. Her role in the UK’s internationally acclaimed Government Digital Service (a team within Cabinet Office tasked with transforming UK government services) included digital strategy, content, risk management, channel operations and building digital skills across the UK civil service.

She’s a spokesperson for best practice digital engagement strategy as part of wider business transformation which includes advising a number of international governments, banks and energy companies; plus is author of HM Government’s Social Media Playbook.

Prior to joining the Government, Georgina was Board Director at marketing agency Kindred. There she established the agency’s award-winning social media division for clients including The National Lottery, IKEA and ‘make mine Milk’. She has over 13+ years’ experience in digital marketing in both the public and private sectors covering all aspects of paid, earned and owned media.

She was one of the early members and mentors of Bloom – a London-based networking group for women in the communications industry. She continues to push the agenda of encouraging more women into digital and technology roles; is VP of Policy & Engagement for Boeing’s Women Inspiring Leadership Group and Board Advisor to mBolden, Chicago.

Todd Grossman
Todd Grossman CEO Americas, Talkwalker
Todd Grossman

Todd Grossman

CEO Americas, Talkwalker

Todd Grossman is CEO Americas at Talkwalker. He is a senior executive with proven expertise in measurement, analytics, public relations, communications, sales and marketing from his past experiences at Precise, a Kantar Media company, and PR Newswire’s broadcast and multimedia division, Multivu. Todd completed his B.A. in Political Science from the University of Connecticut and executive education programs at Cranfield University’s School of Management in the United Kingdom. Todd has also completed the Miller Heiman Solution Selling program. He has served as a graduate assistant instructor for Dale Carnegie.


Georgina Goode

Georgina Goode

Senior Director of Digital, Boeing

Todd Grossman

Todd Grossman

CEO Americas, Talkwalker

Keeping an Iconic Global Brand Relevant: Social Tips from Boeing

Hosted by Talkwalker

For over a century, the Boeing Company has been making the impossible, possible.

From producing a single canvas-and-wood airplane to exploring the seabed with ocean surface robots; transforming commercial space travel and deep-space exploration, Boeing is the world’s largest aerospace company, with approximately 160,000 employees in more than 65 countries.

Keeping the Boeing brand relevant across multiple B2C and B2B stakeholder groups, is a continuous program of tightly orchestrated endeavors. Highlighting the brand’s relatability and humanity in the daily swirl of news and information, on the level-playing fields social media provides, has to be of top priority.

In an inspiring fireside chat, Todd Grossman, CEO Americas at Talkwalker, and Georgina Goode, Senior Director of Digital at Boeing, will discuss how this iconic global brand steers its bold digital strategy on social media today and into the future.

Attend this session and learn:

  • How Boeing builds a strong social media brand strategy for both B2B and B2C audiences
  • How to use social listening to measure brand performance and engagement on a global level
  • How social media analytics provides powerful audience and conversational intelligence
  • tuesday May 5, 2020
  • 10:05 AM - 10:30 AM
  • Sheraton Times Square
  • Interview
  • Sponsored
  • Brand Leadership
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Increasing customer loyalty and retention
tuesday 10:30 AM - 11:15 AM

Stop The Scroll: The Secret to Thumb-Stopping Content [Session 2]

Hosted by NBCUniversal

Content and New Formats

Megan Toth
Megan Toth Senior Social Media Lead, NBCUniversal
Megan Toth

Megan Toth

Senior Social Media Lead, NBCUniversal

Megan Toth is the Senior Social Media Lead at NBC, overseeing the social media strategy for NBC’s lifestyle programs. Prior to NBC, Megan led the social strategy and content creation at CNBC for its primetime programming, including Jay Leno’s Garage. Her growth strategies resulted in Jay Leno’s Garage growing its Facebook page to 1 million likes, and Open House TV’s YouTube channel to over 100,000K subscribers. Before joining NBCUniversal, Megan worked on the agency side, managing the social presence for Audi of America at HUGE and LG Electronics at iCrossing.


Megan Toth

Megan Toth

Senior Social Media Lead, NBCUniversal

Stop The Scroll: The Secret to Thumb-Stopping Content [Session 2]

Hosted by NBCUniversal

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

In today’s world, we only have seconds to capture someone’s attention and tell a story. What message are you trying to convey? Are you promoting the premiere date of a new TV series or cast of a movie? Are you a brand offering a new product?

It’s not enough to simply post a 60 or 30-second movie trailer or other pieces of content directly to social media. It needs to be tailored – think format, platform and audience. Gone are the days where a one-creative-fits-all-platform approach is acceptable. Creating compelling content is mandatory in our mobile-driven world and doing it successfully is an art.

Attend this session and learn:

  • What thumb-stopping content is and why it’s essential in 2020
  • Best practices for engaging content that drives results
  • Case studies of leading brands that are creating thumb-stopping content
  • tuesday May 5, 2020
  • 10:30 AM - 11:15 AM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Society and Culture
  • Increasing brand awareness
  • Growing and engaging audiences
tuesday 11:05 AM - 11:35 AM

Networking Break

Hosted by Social Media Week

Time for a break! Come join us each day for some coffee and tea and get refreshed for the rest of the day ahead. Take this short time out from sessions to network with fellow attendees and/or demo the latest products from our exhibitors.

tuesday 11:45 AM - 12:30 PM

Stop The Scroll: The Secret to Thumb-Stopping Content [Session 3]

Hosted by NBCUniversal

Content and New Formats

Megan Toth
Megan Toth Senior Social Media Lead, NBCUniversal
Megan Toth

Megan Toth

Senior Social Media Lead, NBCUniversal

Megan Toth is the Senior Social Media Lead at NBC, overseeing the social media strategy for NBC’s lifestyle programs. Prior to NBC, Megan led the social strategy and content creation at CNBC for its primetime programming, including Jay Leno’s Garage. Her growth strategies resulted in Jay Leno’s Garage growing its Facebook page to 1 million likes, and Open House TV’s YouTube channel to over 100,000K subscribers. Before joining NBCUniversal, Megan worked on the agency side, managing the social presence for Audi of America at HUGE and LG Electronics at iCrossing.


Megan Toth

Megan Toth

Senior Social Media Lead, NBCUniversal

Stop The Scroll: The Secret to Thumb-Stopping Content [Session 3]

Hosted by NBCUniversal

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

In today’s world, we only have seconds to capture someone’s attention and tell a story. What message are you trying to convey? Are you promoting the premiere date of a new TV series or cast of a movie? Are you a brand offering a new product?

It’s not enough to simply post a 60 or 30-second movie trailer or other pieces of content directly to social media. It needs to be tailored – think format, platform and audience. Gone are the days where a one-creative-fits-all-platform approach is acceptable. Creating compelling content is mandatory in our mobile-driven world and doing it successfully is an art.

Attend this session and learn:

  • What thumb-stopping content is and why it’s essential in 2020
  • Best practices for engaging content that drives results
  • Case studies of leading brands that are creating thumb-stopping content
  • tuesday May 5, 2020
  • 11:45 AM - 12:30 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Society and Culture
  • Increasing brand awareness
  • Growing and engaging audiences
tuesday 1:05 PM - 2:20 PM

Lunch Break

Hosted by Social Media Week

There will be a 75-minute lunch break for attendees to be able to recharge between sessions. There will be no main stage or Academy sessions during this time period.

tuesday 2:20 PM - 3:05 PM

Creating a Brand Voice for Community Management [Session 1]

Hosted by Stink Studios

Storytelling and Creativity

Nate Skinner
Nate Skinner Co-Managing Director, Director of Strategy, Stink Studios
Nate Skinner

Nate Skinner

Co-Managing Director, Director of Strategy, Stink Studios

Nate leads our Strategy discipline and also serves as Co-Managing Director of the NYC office. With a background in qualitative research, audience interviews and cultural insight, Nate brings over 15 years experience leading strategic planning for clients such as Heineken, Spotify, and Casper.


Nate Skinner

Nate Skinner

Co-Managing Director, Director of Strategy, Stink Studios

Creating a Brand Voice for Community Management [Session 1]

Hosted by Stink Studios

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Society today has access to more technology than ever, but with an almost overwhelming number of digital touch points comes issues with transparency and authenticity. Consumers use digital technology as a connective tissue to the ideas, people and brands that they interact with in real life. Instead of simply buying a product in store, you now follow them on Twitter and respond to polls in their Instagram stories, engaging with brand content in the same way as you interact with your actual friends. As brands act and function more like humans, how do community managers build an authentic and consistent brand voice across all channels?

In this session, join Nate Skinner, Co-Managing Director and Head of Strategy at Stink Studios who will explore the importance of a consistent community management strategy and ways social managers can replicate these techniques to their specific audiences.

Attend this session and learn:

  • How to activate a global brand for a local market
  • How to turn fans into evangelists through content promotion
  • How to utilize different communication styles on different platforms while retaining a brand voice
  • tuesday May 5, 2020
  • 2:20 PM - 3:05 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Increasing customer loyalty and retention
tuesday 3:20 PM - 4:05 PM

Creating a Brand Voice for Community Management [Session 2]

Hosted by Stink Studios

Storytelling and Creativity

Nate Skinner
Nate Skinner Co-Managing Director, Director of Strategy, Stink Studios
Nate Skinner

Nate Skinner

Co-Managing Director, Director of Strategy, Stink Studios

Nate leads our Strategy discipline and also serves as Co-Managing Director of the NYC office. With a background in qualitative research, audience interviews and cultural insight, Nate brings over 15 years experience leading strategic planning for clients such as Heineken, Spotify, and Casper.


Nate Skinner

Nate Skinner

Co-Managing Director, Director of Strategy, Stink Studios

Creating a Brand Voice for Community Management [Session 2]

Hosted by Stink Studios

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Society today has access to more technology than ever, but with an almost overwhelming number of digital touch points comes issues with transparency and authenticity. Consumers use digital technology as a connective tissue to the ideas, people and brands that they interact with in real life. Instead of simply buying a product in store, you now follow them on Twitter and respond to polls in their Instagram stories, engaging with brand content in the same way as you interact with your actual friends. As brands act and function more like humans, how do community managers build an authentic and consistent brand voice across all channels?

In this session, join Nate Skinner, Co-Managing Director and Head of Strategy at Stink Studios, who will explore the importance of a consistent community management strategy and ways social managers can replicate these techniques to their specific audiences.

Attend this session and learn:

  • How to activate a global brand for a local market
  • How to turn fans into evangelists through content promotion
  • How to utilize different communication styles on different platforms while retaining a brand voice
  • tuesday May 5, 2020
  • 3:20 PM - 4:05 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Society and Culture
  • Increasing brand awareness
  • Increasing customer loyalty and retention
tuesday 3:35 PM - 4:00 PM

Networking Break

Hosted by Social Media Week

Time for a break! Come join us each day for some coffee and tea and get refreshed for the rest of the day ahead. Take this short time out from sessions to network with fellow attendees and/or demo the latest products from our exhibitors.

tuesday 4:00 PM - 4:25 PM

Performance Marketing for Commerce Marketing

Hosted by MikMak

Monetization and Commerce

Rachel Tipograph
Rachel Tipograph Founder & CEO, MikMak
Rachel Tipograph

Rachel Tipograph

Founder & CEO, MikMak

Rachel Tipograph considered herself amongst the digerati since the moment she became an eBay power user at 13. Forbes listed Rachel as one of its “30 under 30 Who Are Changing The World”, Marie Claire named her one of “The 50 Most Influential Women in America,” Fast Company named her one of “The Most Creative People in Business”, AdAge named her one of “The Most Creative People of The Year,” AdWeek named her one of “The Young Influentials Shaping Business and Culture,” Entrepreneur named her one of the “50 Most Daring Entrepreneurs,” Business Insider named her one of “New York Tech’s Coolest People”, Refinery29 named her one of its “Rising Female Tech Stars,” The Wrap named her one of “The 11 Change Agents Disrupting Hollywood,” and LinkedIn named her one of its “Next Wave: Top Professionals 35 & Under.” After being the Global Director of Digital and Social Media at Gap where she oversaw strategy, implementation and measurement, Rachel traveled the world for 100 days and then founded MikMak, the eCommerce platform for social video and beyond.


Rachel Tipograph

Rachel Tipograph

Founder & CEO, MikMak

Performance Marketing for Commerce Marketing

Hosted by MikMak

In this session, MikMak’s founder and CEO Rachel Tipograph will take you through the playbook of how brands hack their growth in a world where mobile has inverted the shopper’s journey. She will explore the core tricks every DTC brand uses to go to market today and reveal how she’s helped legacy consumer brands like Campbell’s, L’Oreal, Mattel and Unilever adopt these same principles.

Attend this session and learn:

  • How to approach performance marketing when your e-commerce approach is not DTC
  • How to optimize your media for e-commerce conversion
  • How to produce creative that drives e-commerce conversion
  • tuesday May 5, 2020
  • 4:00 PM - 4:25 PM
  • Sheraton Times Square
  • Talk
  • Paid Media Models
  • Monetization and Commerce
  • Audience and Data
  • Increasing brand awareness
  • Acquiring customers and driving sales
tuesday 4:00 PM - 4:25 PM

Avoiding Mediocre Social Media: Six Essential Questions Brands Should Be Asking Themselves

Hosted by Getty Images

Storytelling and Creativity

Kirstin Benson
Kirstin Benson Global Vice President of Entertainment, Getty Images
Kirstin Benson

Kirstin Benson

Global Vice President of Entertainment, Getty Images

Kirstin Benson is the Global Vice President of Entertainment for Getty Images where she leads and manages Getty Images’ coverage of over 70,000 entertainment events including the Academy Awards, Grammys, Cannes Film and Sundance among others, each year. Kirstin and her team also oversee Getty Images STUDIO — the company’s end-to-end visual storytelling service that leverages Getty Images’ visual expertise and data to advise brands on how best to connect with audiences. Under Kirstin’s leadership, she has evolved Getty Images entertainment into a social-first, data-driven visual powerhouse, elevating in-house expertise and empowering creative outputs.

Kirstin and her team are consistently blending creative insights with Getty Images data around customer visual consumption habits and interests to help clients tell better stories. Her teams know that data can be an empowering tool to drive visual communications – all the better to inform, illustrate and connect.

Kirstin has 10+ years of experience working in entertainment, media most recently as the founding Editor of Instant, an all-video, first-of-its-kind outlet dedicated to the world of social media stars.

Kirstin is based in Los Angeles and holds a Masters in Communication Management in Entertainment from the University of Southern California.


Kirstin Benson

Kirstin Benson

Global Vice President of Entertainment, Getty Images

Avoiding Mediocre Social Media: Six Essential Questions Brands Should Be Asking Themselves

Hosted by Getty Images

You’ve heard of who/when/where/what/why and how, when it comes to storybook narration — but the same tools are a necessity when it comes to building a brand story across social media. Even today, brands are still learning how to best curate their visual brand online to (a) set themselves apart; (b) drive attention among key audiences; and (c) create some kind of memorable impact. But it takes going back to basics to build these foundational elements, or you risk missing the mark and getting lost in the clutter-riddled, social media vortex.

In this session, Kirstin Benson, Global Vice President of Entertainment at Getty Images will lead an in-depth discussion detailing why the most successful marketing strategies are rooted in editorial storytelling.

Attend this session and learn:

  • How brands can tap into an editorial mindset
  • Where and how to create visual content in today’s resource-strapped environment
  • How to determine the appropriate distribution channels and what visuals should go where
  • tuesday May 5, 2020
  • 4:00 PM - 4:25 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
tuesday 4:20 PM - 5:05 PM

Creating a Brand Voice for Community Management [Session 3]

Hosted by Stink Studios

Storytelling and Creativity

Nate Skinner
Nate Skinner Co-Managing Director, Director of Strategy, Stink Studios
Nate Skinner

Nate Skinner

Co-Managing Director, Director of Strategy, Stink Studios

Nate leads our Strategy discipline and also serves as Co-Managing Director of the NYC office. With a background in qualitative research, audience interviews and cultural insight, Nate brings over 15 years experience leading strategic planning for clients such as Heineken, Spotify, and Casper.


Nate Skinner

Nate Skinner

Co-Managing Director, Director of Strategy, Stink Studios

Creating a Brand Voice for Community Management [Session 3]

Hosted by Stink Studios

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Society today has access to more technology than ever, but with an almost overwhelming number of digital touch points comes issues with transparency and authenticity. Consumers use digital technology as a connective tissue to the ideas, people and brands that they interact with in real life. Instead of simply buying a product in store, you now follow them on Twitter and respond to polls in their Instagram stories, engaging with brand content in the same way as you interact with your actual friends. As brands act and function more like humans, how do community managers build an authentic and consistent brand voice across all channels?

In this session, join Nate Skinner, Co-Managing Director and Head of Strategy at Stink Studios, who will explore the importance of a consistent community management strategy and ways social managers can replicate these techniques to their specific audiences.

Attend this session and learn:

  • How to activate a global brand for a local market
  • How to turn fans into evangelists through content promotion
  • How to utilize different communication styles on different platforms while retaining a brand voice
  • tuesday May 5, 2020
  • 4:20 PM - 5:05 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Society and Culture
  • Increasing brand awareness
  • Increasing customer loyalty and retention
tuesday 4:35 PM - 5:15 PM

Campaigning For Good in a Multimedia and Multi-Movement Age

Hosted by Comic Relief USA

Society and Culture

Alison Moore
Alison Moore CEO, Comic Relief USA
Alison Moore

Alison Moore

CEO, Comic Relief USA

Alison Moore is the Chief Executive Officer at Comic Relief Inc., also known as Comic Relief USA.

Moore comes to Comic Relief USA with extensive experience as a top executive in the media and technology industries, where she has successfully expanded business operations and growth initiatives for a number of content-driven organizations and world-renowned brands.

Most recently, Moore served as Chief Business Officer, Beauty Collection at Condé Nast, overseeing the brand strategy, monetization, and operations for women-focused brands, such as Glamour and Allure. Prior to Condé Nast, Moore was Chief Revenue Officer at SoundCloud, the global digital music and audio platform, and previously held senior positions at NBC Universal and HBO, focusing on digital consumer experiences, brand development and consumer engagement strategies.

In addition to her previous corporate roles, Moore is active in the entrepreneurship space, working with socially conscious start-ups and incubators. She is also a Board member of TRACE, the leading global media, entertainment and brand platform for connected Afro-Urban millennials.


Alison Moore

Alison Moore

CEO, Comic Relief USA

Campaigning For Good in a Multimedia and Multi-Movement Age

Hosted by Comic Relief USA

Today, U.S. consumers are spending more time than ever on mobile devices, with over 75% of that time spent toggling between apps. In this digitally-immersive world, nonprofits and their corporate partners need to meet consumers on the platforms where they engage, but with each new platform, a host of new considerations and challenges arise.

In this session, Alison Moore, CEO of Comic Relief USA, will be joined by leaders in the social good and digital spaces to discuss how Comic Relief USA and other organizations are leaning into digital platforms like Alexa, Tiltify, TikTok, Twitch and YouTube to reach emerging audiences and leverage frictionless giving opportunities, as well as the important role that such platforms play in the success of campaigns such as Red Nose Day – which has raised over $190 million to end child poverty and has helped over 16 million children in need since 2015.

Attend this session and learn:

  • How to engage with new platforms and how to integrate them into fundraising and communications strategies for social good campaigns
  • Digital techniques and strategies that have impacted Red Nose Day’s success year after year and how you can bring these approaches to your business
  • How to balance traditional giving avenues while also integrating new platforms and channels
  • tuesday May 5, 2020
  • 4:35 PM - 5:15 PM
  • Sheraton Times Square
  • Panel
  • Storytelling and Creativity
  • Society and Culture
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
  • Understanding which technologies to invest in
tuesday 4:35 PM - 5:15 PM

The Lost Art of Anticipation

Hosted by Netflix

Content and New Formats

Jean Tanis
Jean Tanis Global Marketing Lead, Netflix
Jean Tanis

Jean Tanis

Global Marketing Lead, Netflix

Jean Tanis is an award-winning creative leader with a diverse background in advertising, graphic design, film, TV and apparel. As the Global Marketing Lead at Netflix, he currently spends most of his time, “watching dope stuff or making dope stuff,” leading campaign development for some of their most binge-worthy content including Mindhunter, Raising Dion and El Camino, a Breaking Bad Movie.

Prior to Netflix, Jean landed a role as the right-hand man for Sean “Diddy” Combs’, overseeing all creative, brand and marketing efforts across Combs Enterprises and advising the entertainment mogul across brand partnership efforts, media strategies and new business ventures including late-night talk show, State of the Culture. Jean spent the first part of his career at various agencies crafting culture-impacting work for brands like Coca-Cola, Checkers & Rally’s and Fanta.

Chris Breen
Chris Breen Chief Creative Officer, Chemistry
Chris Breen

Chris Breen

Chief Creative Officer, Chemistry

As Chief Creative Officer, Chris Breen sets the tone for all creative thinking at independent, full-service agency Chemistry. His obsession for work that refuses to be ignored began at Crispin Porter + Bogusky, where he was a part of the team that won and launched the Truth anti-smoking campaign. Over the last two decades, he has helped define and redefine brands like Virgin, Sony, IKEA, Guinness, and more. Prior to joining Chemistry, Chris served as a Founding Partner and Creative Director of breensmith advertising. Recent awards to his credit include a Shorty Award for Best Small Agency in Social Media and being named an Ad Age Small Agency of the Year two of the last three years.


Jean Tanis

Jean Tanis

Global Marketing Lead, Netflix

Chris Breen

Chris Breen

Chief Creative Officer, Chemistry

The Lost Art of Anticipation

Hosted by Netflix

Beyoncé shocked the world in 2013 with an unannounced album drop, a surprise move virtually unheard of at the time. The release created a moment of pure excitement, confusion and social media uproar. Yet, since then, the internet has been flooded with sudden drops and surprise releases, leaving entertainment lovers with something to be desired — anticipation. That’s why, when Netflix set out to release El Camino: A Breaking Bad Movie, they wanted to create something entirely different. The result was a 62-hour long live-stream experience featuring Breaking Bad character, Huell Babineaux that left 3.5 million of the show’s biggest fans on the edge of their seats.

In this session, join Netflix’s Global Marketing Lead, Jean Tanis and Chemistry Atlanta’s Chief Creative Officer, Chris Breen, as they break down the keys to ignite the slow burn of anticipation for a successful launch.

Attend this session and learn:

  • How to implement unique strategies associated with the “art of anticipation” can differentiate your brand and brand strategies in ways that cut through the clutter
  • How a switch in content strategy at a high level can impact audiences on a global scale
  • What it takes for teams to work together to leverage the slow burn of anticipation for a successful launch
  • tuesday May 5, 2020
  • 4:35 PM - 5:15 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
wednesday 9:15 AM - 9:55 AM

Building a Social Enterprise: Why Doing Good is Great for Business in the Real World and Online

Hosted by John's Crazy Socks

Storytelling and Creativity

John Cronin
John Cronin Co-Founder, John's Crazy Socks
John Cronin

John Cronin

Co-Founder, John's Crazy Socks

John’s Crazy Socks is a father-son social enterprise inspired by John Lee Cronin, a young man with Down syndrome, and his love of colorful and fun socks, or what he calls his “crazy socks.” Its mission is to spread happiness, and judging by the 200,000+ followers it has on social media and the videos that have been viewed more than 100 million times, it’s mission is taking hold. Every day, the crew shows what’s possible when you give a person with a differing ability a chance. Over half of JCS’s employees have a differing ability.

Mark Cronin
Mark Cronin Co-Founder, John's Crazy Socks
Mark Cronin

Mark Cronin

Co-Founder, John's Crazy Socks

John’s Crazy Socks is a father-son social enterprise inspired by John Lee Cronin, a young man with Down syndrome, and his love of colorful and fun socks, or what he calls his “crazy socks.” It’s mission is to spread happiness, and judging by the 200,000+ followers it has on social media and the videos that have been viewed more than 100 million times, it’s mission is taking hold. Every day, the crew shows what’s possible when you give a person with a differing ability a chance. Over half of JCS’s employees have a differing ability.


John Cronin

John Cronin

Co-Founder, John's Crazy Socks

Mark Cronin

Mark Cronin

Co-Founder, John's Crazy Socks

Building a Social Enterprise: Why Doing Good is Great for Business in the Real World and Online

Hosted by John's Crazy Socks

In this session, the father and son team of Mark and John Cronin, founders of John’s Crazy Socks, will discuss how they experienced unprecedented growth in a saturated market by leveraging viral events online, gaining national media coverage and creating a unified workplace. They’ll also describe how they market online and how they forge authentic relationships through the simple act of spreading positive messages through including hand written notes with their orders.

Attend this session and learn:

  • The good, the bad, and the gully of viral video and social media events: dos and don’ts
  • How to build a community that is more than customers alone
  • How to build a brand narrative that binds your company’s mission with a social mission that resonates
  • wednesday May 6, 2020
  • 9:15 AM - 9:55 AM
  • Sheraton Times Square
  • Talk
  • Storytelling and Creativity
  • Monetization and Commerce
  • Society and Culture
  • Increasing brand awareness
  • Growing and engaging audiences
wednesday 10:05 AM - 10:30 AM

Beneath the Hidden Psychology of Social Networks

Hosted by Social Media Week

Audience and Data

Joe Federer
Joe Federer Author, The Hidden Psychology of Social Networks
Joe Federer

Joe Federer

Author, The Hidden Psychology of Social Networks

Joe Federer is a strategist and author who employs psychological frameworks to navigate brand engagement. Having led social creative and strategy teams at major agencies like Energy BBDO and Ketchum, Federer went on to establish Reddit’s Brand Strategy team in 2016. His first book, The Hidden Psychology of Social Networks, will be published in 2020 by McGraw-Hill.


Joe Federer

Joe Federer

Author, The Hidden Psychology of Social Networks

Beneath the Hidden Psychology of Social Networks

Hosted by Social Media Week

Social media has captured our collective attention unlike any technology before it, but rarely do we ask ourselves, “Why?” According to Joe Federer’s upcoming book, The Hidden Psychology of Social Networks, the answer lies in evolutionary biology and Freudian psychology.

In this session, Joe Federer, Author and Former Head of Brand Strategy at Reddit will draw on over a decade of building social media teams to illustrate the importance of understanding user mindset in different digital environments with campaigns that have defined best practices for platforms like Facebook, Instagram, Twitter, Pinterest, and Reddit.

Attendees will learn:

  • How to get inside the mind of an audience member to drive better and deeper engagement
  • How to meaningfully differentiate brands’ social presences to optimize participation in different social networks
  • How to apply real world applications of successful frameworks using examples from brands at the forefront of social media marketing
  • wednesday May 6, 2020
  • 10:05 AM - 10:30 AM
  • Sheraton Times Square
  • Talk
  • Storytelling and Creativity
  • Society and Culture
  • Audience and Data
  • Growing and engaging audiences
  • Increasing customer loyalty and retention
  • Tracking the competitive landscape
wednesday 10:05 AM - 10:30 AM

Woke-washing and Gen Z: Authenticity Now!

Hosted by DoSomething Strategic

Brand Leadership

Mary Noel
Mary Noel Director, DoSomething Strategic
Mary Noel

Mary Noel

Director, DoSomething Strategic

Mary leads partnerships for DoSomething Strategic, the social impact consultancy arm of DoSomething.org—the largest not-for-profit for young people and social change with over 5MM members worldwide. Starting from a core belief that there is massive potential at the intersection of positive social good and smart business growth, Mary helps clients identify opportunities to reach and engage young people in ways that are authentic and impactful. Prior to joining DoSomething Strategic, Mary led strategy and growth efforts for mission-driven tech startups Andela and Zocdoc.

Mary graduated Magna Cum Laude from Fordham University, where she studied International Political Economy and Peace & Justice Studies. She lives in Connecticut with her husband and two-year-old twins.


Mary Noel

Mary Noel

Director, DoSomething Strategic

Woke-washing and Gen Z: Authenticity Now!

Hosted by DoSomething Strategic

Cause marketing is a trend here to stay. Brands know young consumers expect them to take a stand on key issues. It’s this motivation that fuels brands like Nike, Gillette, and Burger King coming forward with big ads, while CEOs behind Levi’s and Dick’s Sporting Goods make waves with bold statements of their own. Purpose is king, but is it working with young people? TL;DR: It’s not. Despite this, Yet more companies are throwing their hat in the ring—the corporate takeover of Pride is a shining example. Yet if authenticity isn’t there (cough, Victoria’s Secret), brands will get called out. So how to get it right?

In this session, join DoSomething Strategic Director Mary Noel as she explores this topic tapping into insights from a company survey of 2,000 Gen Zers from across the country, only 12 percent of which had top of mind associations with brands standing for a cause.

Attend this session and learn:

  • Who Gen Z is and why brand purpose matters for this generation now more than ever
  • How to break through the noise and ensure cause marketing is resonating with young consumers
  • How a social impact platform (done right!) can fuel true community that is the key to brand loyalty
  • wednesday May 6, 2020
  • 10:05 AM - 10:30 AM
  • Sheraton Times Square
  • Talk
  • Brand Leadership
  • Society and Culture
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
  • Increasing customer loyalty and retention
wednesday 11:05 AM - 11:35 AM

Networking Break

Hosted by Social Media Week

Time for a break! Come join us each day for some coffee and tea and get refreshed for the rest of the day ahead. Take this short time out from sessions to network with fellow attendees and/or demo the latest products from our exhibitors.

wednesday 1:05 PM - 2:20 PM

Lunch Break

Hosted by Social Media Week

There will be a 75-minute lunch break for attendees to be able to recharge between sessions. There will be no main stage or Academy sessions during this time period.

wednesday 2:20 PM - 3:05 PM

From Discovery to Checkout: Don’t Let Them Leave You On Read [Session 1]

Hosted by Bookmark

Monetization and Commerce

Joelle Irvine
Joelle Irvine Director, Marketing & Growth, Bookmark Content and Communications
Joelle Irvine

Joelle Irvine

Director, Marketing & Growth, Bookmark Content and Communications

Joelle is the Director of Marketing and Growth at Bookmark, a global content and communications company, primarily serving luxury and lifestyle brands. She is a many-hat-wearing content marketer who also loves tech, gadgets, fashion and pop culture.


Joelle Irvine

Joelle Irvine

Director, Marketing & Growth, Bookmark Content and Communications

From Discovery to Checkout: Don’t Let Them Leave You On Read [Session 1]

Hosted by Bookmark

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Social shoppers are on the lookout for brands they can relate to, and for an easy way to like, pick, click and ship.

Is your brand capturing their attention? Or are you being ghosted at checkout? It’s time to embrace algorithm shifts: think beyond tired ads and influencer campaigns, and focus on creating content that inspires and experiences that spark action.

Using examples and tools from Instagram and Pinterest, Joelle Irvine, Director of Marketing and Growth at Bookmark will share strategies and actionable tactics to engage your audience from discovery to purchase, and keep them coming back for more.

Attend this session and learn:

  • How to align your content strategy with your brand by optimizing for discovery feeds
  • How to provide personalized experiences at each stage of the shopper journey
  • How to drive sales with streamlined social shopping integrations
  • wednesday May 6, 2020
  • 2:20 PM - 3:05 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Monetization and Commerce
  • Audience and Data
  • Acquiring customers and driving sales
  • Increasing customer loyalty and retention
wednesday 3:20 PM - 4:05 PM

From Discovery to Checkout: Don’t Let Them Leave You On Read [Session 2]

Hosted by Bookmark

Monetization and Commerce

Joelle Irvine
Joelle Irvine Director, Marketing & Growth, Bookmark Content and Communications
Joelle Irvine

Joelle Irvine

Director, Marketing & Growth, Bookmark Content and Communications

Joelle is the Director of Marketing and Growth at Bookmark, a global content and communications company, primarily serving luxury and lifestyle brands. She is a many-hat-wearing content marketer who also loves tech, gadgets, fashion and pop culture.


Joelle Irvine

Joelle Irvine

Director, Marketing & Growth, Bookmark Content and Communications

From Discovery to Checkout: Don’t Let Them Leave You On Read [Session 2]

Hosted by Bookmark

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Social shoppers are on the lookout for brands they can relate to, and for an easy way to like, pick, click and ship.

Is your brand capturing their attention? Or are you being ghosted at checkout? It’s time to embrace algorithm shifts: think beyond tired ads and influencer campaigns, and focus on creating content that inspires and experiences that spark action.

Using examples and tools from Instagram and Pinterest, Joelle Irvine, Director of Marketing and Growth at Bookmark will share strategies and actionable tactics to engage your audience from discovery to purchase, and keep them coming back for more.

Attend this session and learn:

  • How to align your content strategy with your brand by optimizing for discovery feeds
  • How to provide personalized experiences at each stage of the shopper journey
  • How to drive sales with streamlined social shopping integrations
  • wednesday May 6, 2020
  • 3:20 PM - 4:05 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Monetization and Commerce
  • Audience and Data
  • Acquiring customers and driving sales
  • Increasing customer loyalty and retention
wednesday 3:35 PM - 4:00 PM

Networking Break

Hosted by Social Media Week

Time for a break! Come join us each day for some coffee and tea and get refreshed for the rest of the day ahead. Take this short time out from sessions to network with fellow attendees and/or demo the latest products from our exhibitors.

wednesday 4:00 PM - 4:25 PM

How To Create Brand Experiences That Are Built to Scale

Hosted by Heineken

Brand Leadership

Quinn Kilbury
Quinn Kilbury Head of Partnerships and Consumer Experience, Heineken
Quinn Kilbury

Quinn Kilbury

Head of Partnerships and Consumer Experience, Heineken

Quinn is currently the Head of Partnerships and Consumer Experience for the portfolio of brands at Heineken USA where he gets to blend his two passions together; brand building and a great pint of brew. He joined Heineken in 2013 as the Brand Director on Newcastle Brown Ale. He then led communications for the Heineken brand as a Senior Brand Director before leading the Dos Equis brand here in the US. During his time at Heineken USA, Quinn has been named an Adweek Brand Genius, named to the Ad Age Creativity 50, and named a member of the PR Week Power List while leading campaigns that won almost 30 Cannes Lions including the coveted Titanium Lion.

Prior to Heineken, Quinn worked at PepsiCo and General Mills in Brand Management and Shopper Marketing leadership functions. Quinn started his career in the advertising industry prior to making the move to client side. Quinn received his BA from Gettysburg College in Political Science and Spanish and his MBA from the University of Michigan Ross School of Business in Marketing and Strategy. When not selling or drinking beer, Quinn can be found coaching his two daughters’ basketball and softball teams while occasionally running a marathon when his sanity slips.


Quinn Kilbury

Quinn Kilbury

Head of Partnerships and Consumer Experience, Heineken

How To Create Brand Experiences That Are Built to Scale

Hosted by Heineken

Creating compelling brand experiences has always been an effective way to both build brand love and (more importantly) sell more of your product. In today’s experience economy, this is more true than ever. If brands can build human experience to scale, everyone wins. However, this is often viewed as inefficient. Sure you can win over loyalists one at a time, but at what cost? ROI in experiential has always been elusive to prove and even harder to demonstrate a positive return. What if you simply packaged these experiences into branded content that was built to travel in order to use your pre-existing measurement tools?

In this session, hear from Heineken USA’s Quinn Kilbury, Head of Partnerships and Consumer Experience, as he describes how the company is beginning this journey with terrific early returns across sports, music and entertainment.

Attend this session and learn:

  • Why human-first brand experiences are the back-to-the-future way to win in marketing
  • How to use experiences to acquire useful first-person data measurable by your pre-existing measurement tools
  • Why human-experience based marketing is the perfect complement to traditional advertising
  • wednesday May 6, 2020
  • 4:00 PM - 4:25 PM
  • Sheraton Times Square
  • Talk
  • Brand Leadership
  • Storytelling and Creativity
  • Audience and Data
  • Growing and engaging audiences
  • Increasing customer loyalty and retention
wednesday 4:00 PM - 4:25 PM

With a Little Help from Google

Hosted by Google

Brand Leadership

Raashi Rosenberger
Raashi Rosenberger Brand Marketing, Consumer Apps, Google
Raashi Rosenberger

Raashi Rosenberger

Brand Marketing, Consumer Apps, Google

Raashi drives creative strategy for some of Google’s largest and most strategic products including Search, Maps, Lens, Photos, and Messaging on the Global Brand Marketing team for Consumer Apps. Prior to Google, she helped build the Creative Strategy team at Pinterest, where she worked across CPG, retail, automotive, technology, and entertainment brands to develop award-winning creative campaigns. Raashi got her start in strategy at Grey and Razorfish, where she developed insights and recommendations around storytelling and commerce experiences. She received her Masters degree in Integrated Marketing with a digital concentration from New York University and a BA in Neuroscience from Bowdoin College.


Raashi Rosenberger

Raashi Rosenberger

Brand Marketing, Consumer Apps, Google

With a Little Help from Google

Hosted by Google

You see the ad in the paper, the anthem on TV and the billboard on the street, but how does Google actually market Google? How do values, instinct and strategy shape the marketing campaigns we come to know? Get a candid look into Google marketing and learn how the minds behind the brand bring the company narrative to life.

Attend this session and learn:

  • How mission-guided marketing drives results
  • How to use data without sacrificing the emotional core of your story
  • Hear tangible examples that can be applied to your future marketing decisions
  • wednesday May 6, 2020
  • 4:00 PM - 4:25 PM
  • Sheraton Times Square
  • Talk
  • Brand Leadership
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
wednesday 4:00 PM - 4:25 PM

Having a Heart and Driving Growth: Combining Art and Science to Make a Difference

Hosted by Grubhub

Audience and Data

Alex Weinstein
Alex Weinstein SVP of Growth, Grubhub
Alex Weinstein

Alex Weinstein

SVP of Growth, Grubhub

Alex Weinstein is the senior vice president of growth at Grubhub, responsible for the consumer business of the nation’s leading online food ordering and delivery marketplace. Alex’s team drives the expansion of the diner base and their engagement with the platform via online and offline channels, using marketing and product techniques that bring together art and science. In the 12 months ending June 2019, Grubhub sold $6 billion worth of food and has grown revenue 41% year-over-year. Prior to Grubhub, he was the director of marketing technologies at eBay, leading personalization and CRM efforts, including engineering, product management, and marketing. Prior to eBay, Alex led the product development team at Wetpaint, a machine learning startup in the social media space. He holds a bachelor’s degree in computer science from UCLA.


Alex Weinstein

Alex Weinstein

SVP of Growth, Grubhub

Having a Heart and Driving Growth: Combining Art and Science to Make a Difference

Hosted by Grubhub

As marketers, we are often split between the creative – those who have brilliant, heart-first ideas (which sometimes work) – and the quant – those who are tasked with driving the business (which sometimes happens).

While it’s so easy for the two sides to not get along, they now need each other more than ever. Creatives need to get better. They crave feedback, and quants can bring that to them. However, quants need to make a human connection for all of their AI-driven methods to have a shot at working.

In this session, Alex Weinstein, SVP of Growth and Grubhub, explore concrete examples of brand-first campaigns that were improved using quant methods; examples of growth campaigns that did a lot better when heart-first messaging was added; and examples of product and marketing collaborations that brought forward more than the sum of the parts.

Attend this session and learn:

  • How to grow and engage audiences over time by listening to creative feedback
  • How to combine art and science to acquiring customers and drive sales
  • How to increase customer loyalty and retention through brand-first campaigns
  • wednesday May 6, 2020
  • 4:00 PM - 4:25 PM
  • Sheraton Times Square
  • Talk
  • Storytelling and Creativity
  • Monetization and Commerce
  • Audience and Data
  • Growing and engaging audiences
  • Acquiring customers and driving sales
  • Increasing customer loyalty and retention
wednesday 4:20 PM - 5:05 PM

From Discovery to Checkout: Don’t Let Them Leave You On Read [Session 3]

Hosted by Bookmark

Monetization and Commerce

Joelle Irvine
Joelle Irvine Director, Marketing & Growth, Bookmark Content and Communications
Joelle Irvine

Joelle Irvine

Director, Marketing & Growth, Bookmark Content and Communications

Joelle is the Director of Marketing and Growth at Bookmark, a global content and communications company, primarily serving luxury and lifestyle brands. She is a many-hat-wearing content marketer who also loves tech, gadgets, fashion and pop culture.


Joelle Irvine

Joelle Irvine

Director, Marketing & Growth, Bookmark Content and Communications

From Discovery to Checkout: Don’t Let Them Leave You On Read [Session 3]

Hosted by Bookmark

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Social shoppers are on the lookout for brands they can relate to, and for an easy way to like, pick, click and ship.

Is your brand capturing their attention? Or are you being ghosted at checkout? It’s time to embrace algorithm shifts: think beyond tired ads and influencer campaigns, and focus on creating content that inspires and experiences that spark action.

Using examples and tools from Instagram and Pinterest, Joelle Irvine, Director of Marketing and Growth at Bookmark will share strategies and actionable tactics to engage your audience from discovery to purchase, and keep them coming back for more.

Attend this session and learn:

  • How to align your content strategy with your brand by optimizing for discovery feeds
  • How to provide personalized experiences at each stage of the shopper journey
  • How to drive sales with streamlined social shopping integrations
  • wednesday May 6, 2020
  • 4:20 PM - 5:05 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Monetization and Commerce
  • Audience and Data
  • Acquiring customers and driving sales
  • Increasing customer loyalty and retention
wednesday 4:35 PM - 5:15 PM

Stories to Believe In: Taking a Bite Out of Apple TV+

Hosted by Civic Entertainment Group

Content and New Formats

Linda Ong
Linda Ong Chief Culture Officer, Civic Entertainment Group
Linda Ong

Linda Ong

Chief Culture Officer, Civic Entertainment Group

Linda Ong is the Chief Culture Officer at Civic Entertainment Group, a Seacrest Global Group company, one of the nation’s most award-winning marketing services companies with special practice areas in Big Event and Experiential Marketing, Strategic Marketing Partnerships, Public Relations, Influencer Campaigns, Pro Social Initiatives, Cultural Insights and Brand Strategies.

As head of the Cultural Insights + Strategy practice, Ong leads a team of analysts devoted to helping clients navigate consumer sensibilities in fast-changing times. By translating cultural shifts into actionable takeaways, she and her team ensure that brand marketers, content creators and researchers stay ahead of the curve with their audiences.

Formerly the CEO and Founder of TruthCo., an omnicultural branding and insights firm, Ong has been at the center of some of the most high-profile brand transformations in the media and entertainment industry over the past 20 years and was named one of Fast Company’s 100 Most Creative People in Business in 2014.

Ong is a founding LA member of AllBright, a London-based women-only membership club launching in West Hollywood in Spring 2019, and serves on the advisory board of Women in Entertainment. In 2016, she served as a delegate to the United Nations Media for Social Impact Summit and as “Innovation Ambassador” to the 2014 United Nations World Summit on Innovation and Entrepreneurship. Ong is a founding member of the Creative Alliance for Civic Nation, a non-profit, non-partisan organization started by the former President and First Lady, Barack and Michelle Obama, to address some of the nation’s most pressing challenges.

Julie Moore
Julie Moore Marketing, Apple TV+
Julie Moore

Julie Moore

Marketing, Apple TV+

Julie Moore is an entertainment marketing executive with over 20 years of experience. Currently overseeing Marketing Strategy at Apple TV+, Julie leads integrated marketing campaigns and has worked for forge relationships between Marketing, Digital, Publicity, Promotions, Programming, Creative Services and Research groups. Prior to Apple TV, she lead brand marketing, symphony and promotions at NBC entertainment.


Linda Ong

Linda Ong

Chief Culture Officer, Civic Entertainment Group

Julie Moore

Julie Moore

Marketing, Apple TV+

Stories to Believe In: Taking a Bite Out of Apple TV+

Hosted by Civic Entertainment Group

In a crowded streaming space of Netflix, Hulu, YouTube, Amazon, WarnerMedia, and Disney+, how are subscribers choosing their bundles and what kind of marketing techniques are keeping them loyal? After a successful launch in November 2019, how is Apple TV+ effectively attracting, engaging, and retaining subscribers in a competitive space?

In this session, join Julie Moore of Apple TV+ and Linda Ong, Chief Culture Officer of Civic Entertainment Group, as they explore the answers to these questions.

Attend this session and learn:

  • Key cultural insights and marketing strategy for premium content
  • What techniques are being used to drive user growth and how to implement them
  • The role of content marketing and how it is used to connect better with consumers
  • wednesday May 6, 2020
  • 4:35 PM - 5:15 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Growing and engaging audiences
  • Increasing customer loyalty and retention
  • Tracking the competitive landscape
thursday 9:15 AM - 9:55 AM

Crazy in Love: Building a Beloved Brand

Hosted by The Dodo

Storytelling and Creativity

YuJung Kim
YuJung Kim President, The Dodo
YuJung Kim

YuJung Kim

President, The Dodo

YuJung Kim is President of The Dodo, the largest digital destination for animal content and most engaged with media brand in the world on mobile. The Dodo produces and distributes emotionally compelling and entertaining videos across the full spectrum of animals, from pets to wildlife. Previously, she managed the National Basketball Association’s digital media business, with a focus on distribution strategy and expanding the league’s footprint to international markets. Prior to that, she worked in finance across private equity and financial research in the technology sector. YuJung holds a BA from Princeton University and an MBA from Columbia Business School.


YuJung Kim

YuJung Kim

President, The Dodo

Crazy in Love: Building a Beloved Brand

Hosted by The Dodo

Consumer attention continues to fragment across numerous platforms and feeds are filled with limitless content from friends, family, publishers and brands. How do you stand out? How do you make content that not only stops thumbs from scrolling, but goes a step further and gets a “love” reaction? How does your brand build loyal followings across multiple platforms and become truly loved?

In this session, dive deep with The Dodo’s President, YuJung Kim, into the science behind how to make audiences ‘love’ a video; tactics for efficiently programming across a multitude of platforms; and how to turn that ‘love’ into a loyal community.

Attend this session and learn:

  • Why content is king and context is queen. An audience and platform-tailored approach to content creation will win viewers’ hearts
  • How to stay true to your brand identity and ethos while scaling your brand
  • How to leverage data to better inform your creatives on which content resonates with audiences and why
  • thursday May 7, 2020
  • 9:15 AM - 9:55 AM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
thursday 9:30 AM - 10:15 AM

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 1]

Hosted by Vox Media

Content and New Formats

Amelia McGuinness
Amelia McGuinness Director of Audience Development, Eater, Vox Media
Amelia McGuinness

Amelia McGuinness

Director of Audience Development, Eater, Vox Media

As Director of Audience Development at Eater, Amelia works at the intersection of editorial, data and analytics, social media, and revenue. She is passionate about digital strategy and figuring out how to ensure quality content reaches audiences by adapting to the changing media landscape.

Prior to Eater, Amelia worked for Mamamia as a Staff Writer and Editor, and before that worked as a Digital Producer and Social Media Editor for News Corp Australia.


Amelia McGuinness

Amelia McGuinness

Director of Audience Development, Eater, Vox Media

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 1]

Hosted by Vox Media

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Marketing can and should be a human-first, experience-first business. On social media, many of our followers get much more value out of raw, intimate experiences with our employees or featured restaurant industry folks than they do with other content. Eater has achieved this in many ways: by using Instagram as a marketing tool that focuses on people behind-the-scenes, by throwing events where fans can engage in our content in real life, and by driving conversation based on personal experience.

Many of the things that get people to connect online get people to connect in real life, too. Prime Time is one of our most successful YouTube shows that’s also found a small but lively corner of the internet that brings butchers together to talk, and at our Young Guns Summit in Brooklyn, we found that the butcher workshop was one of the most engaging and popular activities of the day.

In this session, hear from Amelia McGuinness, Director of Audience Development, as she unpacks Eater’s success story with a focus on data-informed takeaways derived from their social efforts.

Attend this session and learn:

  • How to drive engagement for your brand with a focus on personality and human-first connection
  • How to harness social insights to create real-life value for consumers that drives results
  • How to establish a sustainable audience community with a balance of digital and IRL experiences
  • thursday May 7, 2020
  • 9:30 AM - 10:15 AM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
thursday 10:05 AM - 10:30 AM

The Devil in Discourse

Hosted by Code and Theory

Society and Culture

Dan Gardner
Dan Gardner Founder & CEO, Code and Theory
Dan Gardner

Dan Gardner

Founder & CEO, Code and Theory

Dan Gardner is the Founder and CEO of Code and Theory. With more than a decade of experience designing cross-platform products and brand experiences for clients in North America, Europe, Asia, and the Middle East, he has led Code and Theory to become one of the largest Digital first creative agencies in the United States. Since founding the company in 2001, it has grown to 500 employees, with offices in New York, San Francisco, London, Manila, Los Angeles and Atlanta.

From pioneering the modern digital landscape with 70+ major media launches for publishers such as Bloomberg, Vogue, and the LA Times, to defining a new standard for how brands like Maybelline NY and Burger King communicate their stories, to reimagining the digital space between government and citizenry through sites like NY.gov, Dan has radically redrawn the map of challenges a creative agency can confront in today’s digital world.

His efforts in growing Code and Theory have been widely recognized. Code and Theory has been celebrated by Webby’s, D&AD, Cannes Lions, One Show and was named one of Fast Company’s Most Innovative Companies.


Dan Gardner

Dan Gardner

Founder & CEO, Code and Theory

The Devil in Discourse

Hosted by Code and Theory

How can we change the embarrassing state of online discussion? No one needs to be told that online discourse can be toxic. Whether you make comments on news sites or not, the discussion is usually profane, stress-inducing, and carried on with all the facts and logic of a playground fight. It’s time to go back to basics. Discourse is a necessary and positive step to expose people of new perspectives. Without it, we just reinforce what we already think.

In this session, hear from Dan Gardner, Founder and CEO of leading digital design agency, Code and Theory, who has pioneered the modern digital landscape with 70+ major media launches for publishers such as Bloomberg and Conde Nast.

Attend this session and learn:

  • The ins and outs of discourse
  • The necessary steps to promote healthy online communication
  • How to bring together and showcase different perspectives through discourse
  • thursday May 7, 2020
  • 10:05 AM - 10:30 AM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Society and Culture
  • Audience and Data
  • Growing and engaging audiences
thursday 10:05 AM - 10:30 AM

Turning Influencers into Ambassadors

Hosted by H&M

Influencer Marketing and Creat

Mario Moreno
Mario Moreno Head of Marketing, H&M
Mario Moreno

Mario Moreno

Head of Marketing, H&M

Mario Moreno is a passionate and strategic marketer who drives value and results in this modern day marketing era. With a background in social media marketing, Mario has managed to lead teams and drive strategic thinking with organic and paid social media and influencer marketing tactics. Mario currently is the Head of Marketing for H&M USA.


Mario Moreno

Mario Moreno

Head of Marketing, H&M

Turning Influencers into Ambassadors

Hosted by H&M

Sixty-three percent of businesses plan to increase their spending on influencer marketing in the next year. Despite influencer programs opening a window of opportunity for retailers in terms of reaching untapped customers, many emphasize a ‘set it and forget it’ approach that focuses solely on the next piece of social copy as opposed to the more holistic approach of forging authentic, long-term relationships.

In this session, join Mario Moreno, Head of Marketing of H&M, as he shares best practices and a case study serving as an example of how brands can position themselves for sustainable partnerships through an ambassador-centric approach to their influencer strategies.

Attend this session and learn:

  • How to personalize your activation plans through human-first, experience-led campaigns
  • How to foster a genuine environment for influencers conducive to content creation
  • How to establish your strategy for identifying potential influencer partners and the key qualities that make up the right partner for your brand
  • thursday May 7, 2020
  • 10:05 AM - 10:30 AM
  • Sheraton Times Square
  • Talk
  • Brand Leadership
  • Influencer Marketing and Creators
  • Storytelling and Creativity
  • Increasing brand awareness
  • Growing and engaging audiences
thursday 10:05 AM - 10:30 AM

After The Fall: Marketing In the Post Attention Era

Hosted by Salesforce

Brand Leadership

Mathew Sweezey
Mathew Sweezey Principal of Marketing Insights, Salesforce
Mathew Sweezey

Mathew Sweezey

Principal of Marketing Insights, Salesforce

Mathew Sweezey is Principal of Marketing Insights for Salesforce and is regarded as one of the leading minds on the future of marketing. His visionary insights into consumer behavior, technology, and new business strategies have changed the way startups, Fortune 500 brands, and nonprofit organizations alike find customers, break through, and build modern brands. Prior to his current role, Mathew was an early pioneer of the marketing automation space and played a key role in the success of the marketing automation technology company Pardot (now a part of the Salesforce Marketing Cloud).

In addition to his work with brands, Mathew is the host of the award-winning podcast The Electronic Propaganda Society and an accomplished writer. Mathew has written for many leading publications, including The Economist, Forbes, HBR The Observer, and Adage. His second book The Context Marketing Revolution, published by HBR, will hit the shelves in 2020.

Mathew is a graduate of the University of Georgia and resident of Charleston, South Carolina. When he’s not in the office you can find him at the local surf break in search of the perfect wave.


Mathew Sweezey

Mathew Sweezey

Principal of Marketing Insights, Salesforce

After The Fall: Marketing In the Post Attention Era

Hosted by Salesforce

There are over 600 million consumers using Ad blocking. This is easily the world’s largest boycott, and it is against advertising. Consumers are done with us trying to steal their attention, and we must find a new way to breakthrough.

In this data-driven presentation, join Mathew Sweezey, author of The Context Marketing Revolution (HBR 2020), as he reveals why context has replaced attention as the foundation of modern marketing, the five elements of context, and how breakout brands like Tesla and Salesforce are leveraging them across the customer journey to dominate their markets via this new idea of marketing.

Attend this session and learn:

  • How to create a deeper connection to your brand beyond a product or service
  • Why context is necessary to break through to customers amidst a new “infinite media” environment
  • How to use consumer psychology to combine empathy, voice, and brand congruence simultaneously
  • thursday May 7, 2020
  • 10:05 AM - 10:30 AM
  • Sheraton Times Square
  • Talk
  • Brand Leadership
  • Storytelling and Creativity
  • Society and Culture
  • Increasing brand awareness
  • Growing and engaging audiences
  • Increasing customer loyalty and retention
thursday 10:30 AM - 11:15 AM

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 2]

Hosted by Vox Media

Content and New Formats

Amelia McGuinness
Amelia McGuinness Director of Audience Development, Eater, Vox Media
Amelia McGuinness

Amelia McGuinness

Director of Audience Development, Eater, Vox Media

As Director of Audience Development at Eater, Amelia works at the intersection of editorial, data and analytics, social media, and revenue. She is passionate about digital strategy and figuring out how to ensure quality content reaches audiences by adapting to the changing media landscape.

Prior to Eater, Amelia worked for Mamamia as a Staff Writer and Editor, and before that worked as a Digital Producer and Social Media Editor for News Corp Australia.


Amelia McGuinness

Amelia McGuinness

Director of Audience Development, Eater, Vox Media

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 2]

Hosted by Vox Media

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Marketing can and should be a human-first, experience-first business. On social media, many of our followers get much more value out of raw, intimate experiences with our employees or featured restaurant industry folks than they do with other content. Eater has achieved this in many ways: by using Instagram as a marketing tool that focuses on people behind-the-scenes, by throwing events where fans can engage in our content in real life, and by driving conversation based on personal experience.

Many of the things that get people to connect online get people to connect in real life, too. Prime Time is one of our most successful YouTube shows that’s also found a small but lively corner of the internet that brings butchers together to talk, and at our Young Guns Summit in Brooklyn, we found that the butcher workshop was one of the most engaging and popular activities of the day.

In this session, hear from Amelia McGuinness, Director of Audience Development, as she unpacks Eater’s success story with a focus on data-informed takeaways derived from their social efforts.

Attend this session and learn:

  • How to drive engagement for your brand with a focus on personality and human-first connection
  • How to harness social insights to create real-life value for consumers that drives results
  • How to establish a sustainable audience community with a balance of digital and IRL experiences
  • thursday May 7, 2020
  • 10:30 AM - 11:15 AM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
thursday 11:05 AM - 11:35 AM

Networking Break

Hosted by Social Media Week

Time for a break! Come join us each day for some coffee and tea and get refreshed for the rest of the day ahead. Take this short time out from sessions to network with fellow attendees and/or demo the latest products from our exhibitors.

thursday 11:45 AM - 12:30 PM

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 3]

Hosted by Vox Media

Content and New Formats

Amelia McGuinness
Amelia McGuinness Director of Audience Development, Eater, Vox Media
Amelia McGuinness

Amelia McGuinness

Director of Audience Development, Eater, Vox Media

As Director of Audience Development at Eater, Amelia works at the intersection of editorial, data and analytics, social media, and revenue. She is passionate about digital strategy and figuring out how to ensure quality content reaches audiences by adapting to the changing media landscape.

Prior to Eater, Amelia worked for Mamamia as a Staff Writer and Editor, and before that worked as a Digital Producer and Social Media Editor for News Corp Australia.


Amelia McGuinness

Amelia McGuinness

Director of Audience Development, Eater, Vox Media

Beyond Food Porn: How Eater Builds an Audience Through Personal Connection [Session 3]

Hosted by Vox Media

SEATING IS LIMITED. PRE-REGISTRATION is required for ACADEMY classes: instructions on how to pre-register will be included in the “Attendee Guide” which can be found in your pass confirmation email. Academy sessions will not be video captured or live streamed.

Marketing can and should be a human-first, experience-first business. On social media, many of our followers get much more value out of raw, intimate experiences with our employees or featured restaurant industry folks than they do with other content. Eater has achieved this in many ways: by using Instagram as a marketing tool that focuses on people behind-the-scenes, by throwing events where fans can engage in our content in real life, and by driving conversation based on personal experience.

Many of the things that get people to connect online get people to connect in real life, too. Prime Time is one of our most successful YouTube shows that’s also found a small but lively corner of the internet that brings butchers together to talk, and at our Young Guns Summit in Brooklyn, we found that the butcher workshop was one of the most engaging and popular activities of the day.

In this session, hear from Amelia McGuinness, Director of Audience Development, as she unpacks Eater’s success story with a focus on data-informed takeaways derived from their social efforts.

Attend this session and learn:

  • How to drive engagement for your brand with a focus on personality and human-first connection
  • How to harness social insights to create real-life value for consumers that drives results
  • How to establish a sustainable audience community with a balance of digital and IRL experiences
  • thursday May 7, 2020
  • 11:45 AM - 12:30 PM
  • Sheraton Times Square
  • Academy
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
thursday 12:25 PM - 1:05 PM

The Power of Podcast in the Digital World

Hosted by Pod Digital Media

Content and New Formats

Gary Coichy
Gary Coichy Founder & Head of Partnerships, Pod Digital Media
Gary Coichy

Gary Coichy

Founder & Head of Partnerships, Pod Digital Media

Gary Coichy is Founder and Head of Partnerships for Pod DigitalMedia. He’s worked at some of the largest media agencies from WPP Mediacom to Omnicom Resolution Media. He’s also worked with brands such as Lacoste, Verizon, Luxxotica, Volkswagen, BMW, L’Oréal and Dell.

After 15 years of leading marketing efforts on both the agency and brand side. Gary founded Pod Digital Media – a premium Podcast agency. Pod Digital is the first Multicultural Podcast agency network giving advertisers access to the multicultural audience segment in the podcast ecosystem. PDM partners with podcasters to customize and deliver tangible results to blue chip advertisers.

Gary Launched Pod Media when he was Looking to retain one of his former clients – L’Oréal Carol’s Daughter. Gary reached out to all the podcast networks, but they had very limited rosters of shows reaching his client’s target audience. That was the light bulb moment that pushed him to launch Pod: The gap in the marketplace for African American-, LGBTQ-, Women-hosted podcasts.

Gary grew revenue by 120% within the first 10 months of operations by partnering with the major media agencies and securing brand direct relationships. Partners include but are not limited to Moet Hennessy, Tidal, GroupM, Ad Results, OMD, Hearts & Science, HBO, Toyota,
Showtime, Harry’s, Hint Water, Viacom BET, Universal Studios, Paramount Pictures and many others.

Gary attended Berkeley College in White Plains, NY where he received a Bachelor of Science in Business. Gary also studied abroad at Regents College in London and has an Executive Certificate from Cornell University. Gary received Ad Age Advertising leading publication top 40 under 40 in 2019.


Gary Coichy

Gary Coichy

Founder & Head of Partnerships, Pod Digital Media

The Power of Podcast in the Digital World

Hosted by Pod Digital Media

With podcast emerging as a premium and viable channel, marketers are still figuring out the best way to enter the space effectively and attain success.

Attend this session and learn:

  • How to leverage podcasters as influencers for a successful campaign
  • How to find your unique podcast style and voice that resonates
  • How to capitalize on Integrated social and podcast buys and how they work
  • thursday May 7, 2020
  • 12:25 PM - 1:05 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Growing and engaging audiences
  • Acquiring customers and driving sales
  • Understanding which technologies to invest in
thursday 1:05 PM - 2:20 PM

Lunch Break

Hosted by Social Media Week

There will be a 75-minute lunch break for attendees to be able to recharge between sessions. There will be no main stage or Academy sessions during this time period.

thursday 2:20 PM - 3:00 PM

Embracing Unexpected Storytelling

Hosted by Jam3

Storytelling and Creativity

Leah Feygin
Leah Feygin Head of US Creator Content Solutions, Twitter ArtHouse, Twitter
Leah Feygin

Leah Feygin

Head of US Creator Content Solutions, Twitter ArtHouse, Twitter

Leah Feygin has a decade of experience in marketing and business development, specializing in building start-ups and story-telling for brands. She started her career at KAYAK.com where she managed digital marketing for their hotel product, and then led business development at one of the first creator platform start-ups called Niche, which was acquired by Twitter in 2015. Now Leah hold the title of Head of US Creator Content Solutions at Twitter where her team helps top advertisers such as Apple, Nike, Google, and P&G work with content creators to tell their stories on the platform. Leah has a B.A. from Cornell University and currently resides in Fort Greene, Brooklyn.

Heather Phenix
Heather Phenix Executive Producer, Jam3
Heather Phenix

Heather Phenix

Executive Producer, Jam3

For 10+ years, Heather’s focus has been on producing socially relevant content and experiences where tech, story and design intersect.
At Jam3, she leads R&D initiatives, while overseeing production teams in partnership with clients like Google, Twitter, Delta Airlines, Warby Parker, Postmates, Sephora, Verizon, Intel and Fox. Guided by audience data, strategy, UX, design and testing, Heather seeks to create impact and engagement in a variety of formats—from traditional film to interactive content, 2D and 3D animation, AR, VR, social, branded, voice, experiential and more.
Her work has been featured at Hot Docs, Sundance, IDFA, in the New York Times, Variety, The Hollywood Reporter, National Post, Strategy, Fast Company, Ad Age, and recognized by the Cannes Lions, Emmys, Webbys, One Show, Art Director’s Club of Canada, D&ADs and the Canadian Screen Awards.


Leah Feygin

Leah Feygin

Head of US Creator Content Solutions, Twitter ArtHouse, Twitter

Heather Phenix

Heather Phenix

Executive Producer, Jam3

Embracing Unexpected Storytelling

Hosted by Jam3

There are many ways for brands to tell stories. In today’s climate, audiences see ads as an interruption, making meaningful and unexpected storytelling more relevant than ever.

In this session, Twitter’s Creator Content Solutions Lead, Leah Feygin, and Heather Phenix, Executive Producer from Jam3, cover the guiding principles of making organic and branded content relevant. With strategies around interactivity, genre, and format, they’ll show how to cultivate a voice and connect with audiences in ways that really resonate.

Attend this session and learn:

  • How to combine creativity and technology to drive meaningful engagement
  • How to turn consumer insights into an actionable strategy that delivers results
  • How to ideate, iterate, and test your organic content and branded content
  • thursday May 7, 2020
  • 2:20 PM - 3:00 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Increasing brand awareness
  • Growing and engaging audiences
thursday 3:10 PM - 3:35 PM

Bringing Transparency and Accountability to Influencer Marketing: Navigating the Wild West

Hosted by Whalar

Influencer Marketing and Creat

Neil Waller
Neil Waller Co-Founder & CEO, Whalar
Neil Waller

Neil Waller

Co-Founder & CEO, Whalar

Neil is the co-founder and CEO of Whalar, the world’s largest dedicated influencer marketing company that was the first to win a prestigious Gold Lions at Cannes and is an official marketing partner of Facebook, Instagram and Snap.

Neil dropped out of Uni in 2006 with friend and future co-founder, James Street to start their first business. After a string of successful projects, the pair soon launched Shore Projects, a watch brand inspired by the British seaside which in its first year alone sold in over 30 countries.
Noticing a key shift in the way consumers connected with brands, they were able to grow Shore using social media creative and influence.

Rapid growth led to awards and recognition – one such being the top selling fashion and apparel brand on Shopify in 2015 and getting to spend a week on Necker Island with Sir Richard Branson. On Necker, the idea for Whalar was born and they began work on it within weeks.

Whalar now serves over 200 brand clients such Unilever, Hyatt, Estee Lauder, Gucci, Shopify, Porsche, American Express, Vodafone, Wallgreens Boots Alliance and is supported by an impressive board made up of Sir John Hegarty, Bob Greenberg, Roxanne Taylor and Andrea Wong.

Neil has built a reputation as one of the most renowned thought leaders in the social space, championing creators with influence, creative freedom and social influence as acquisition. He has spoken/is speaking at leading industry events including Websummit, Cannes Lions, Advertising Week, Dmexco, MWC and the Youth Marketing Summit.


Neil Waller

Neil Waller

Co-Founder & CEO, Whalar

Bringing Transparency and Accountability to Influencer Marketing: Navigating the Wild West

Hosted by Whalar

In this session, Neil Waller–CEO and Co-founder of Whalar, the Cannes Lions-winning influencer marketing solution–discusses a hot topic in influencer marketing: transparency and accountability. Through industry-leading technology, talent, and creativity, Whalar believes influencer marketing can be accountable to clients’ business goals. This session will focus on ways brands can approach influencer marketing in order to make it accountable, including: working with only the most trustworthy creators, ensuring brand safety and reducing risk, and measuring the efficacy of this fast-growing channel.

Attend this session and learn:

  • How to achieve accountability in influencer marketing
  • How to approach influencer in the age of brand safety concerns and risk
  • How to transparently measure influencer marketing campaigns
  • thursday May 7, 2020
  • 3:10 PM - 3:35 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Influencer Marketing and Creators
  • Audience and Data
  • Growing and engaging audiences
  • Tracking the competitive landscape
thursday 3:10 PM - 3:35 PM

You Know What I Mean? A Cultural Look at Consumer Meaning-Making and Brand Consecration

Hosted by University of Michigan, Ross School of Business

Society and Culture

Marcus Collins
Marcus Collins Chief Consumer Connections Officer, Doner Advertising
Marcus Collins

Marcus Collins

Chief Consumer Connections Officer, Doner Advertising

Marcus Collins is an award-winning marketer and cultural translator. His deep understanding of digital transformation and the cognitive drivers that impact consumer behavior has helped him bridge the academic-practitioner gap for blue-chip brands and startups alike. Marcus serves as the Chief Consumer Connections Officer at Doner Advertising, a full-serve advertising agency, and he is a recipient of both Advertising Age’s 40 Under 40 and Crain’s Business’ 40 Under 40. Previously, he led Social Engagement at Steve Stoute’s New York advertising agency, Translation. There, Marcus developed a practice to create contagious marketing programs that extend across both the online and offline worlds of “social.” His strategies and creative contributions have led to the success of Budweiser’s “Made In America” music festival, the launch of Bud Light Platinum, the launch of the Brooklyn Nets (Hello Brooklyn!), the FarmlandxSupreme Lookbook, the Eggo + Netflix’s Stranger Things conquest, and State Farm’s “Cliff Paul” campaign – among others.

Prior to his advertising tenure, Marcus worked in music and tech, leading iTunes + Nike sport music initiatives at Apple (iTunes Partner Marketing) and running digital strategy for Beyoncé.

Beyond his practice, Marcus is also an extremely passionate academic. He is a professor of marketing at the Ross School of Business, University of Michigan, where has won the Teaching Excellence Award for executive education and been nominated for the prestigious Golden Apple Award. He delivers keynote talks across the globe, from Cannes Lions International Festival for Creativity to C2 Montreal, SXSW, Social Media Week, Adcolor, Hyper Island, TEDx, and Talks at Google.

Marcus is a doctoral candidate at Temple University, studying social contagion within the hip hop culture of consumption. He also holds an MBA with an emphasis on strategic brand marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. He is a proud Detroit native, a devoted husband, and loving father to Georgia and Ivy.


Marcus Collins

Marcus Collins

Chief Consumer Connections Officer, Doner Advertising

You Know What I Mean? A Cultural Look at Consumer Meaning-Making and Brand Consecration

Hosted by University of Michigan, Ross School of Business

We live in a culturally constructed world where the branded products we consume and display are used to signal our constructed identity based upon the meaning we infuse in them. Understanding this meaning requires radical empathy and the ability to decipher the hidden cultural codes.

In this session, join Marcus Collins, Professor of Marketing at the University of Michigan’s Ross School of Business, as he provides actionable insights for navigating the cultural world and leveraging the data that is made available through today’s evolving media landscape to encode and decode meaning through marketing.

Attend this session and learn:

  • How meaning is transferred for brand to self
  • The meaning behind consumer culture theory
  • How to establish research methods for deciphering cultural codes
  • thursday May 7, 2020
  • 3:10 PM - 3:35 PM
  • Sheraton Times Square
  • Talk
  • Brand Leadership
  • Storytelling and Creativity
  • Society and Culture
  • Growing and engaging audiences
thursday 3:45 PM - 4:10 PM

Living In Color: Carving Out Safe Spaces for Community

Hosted by Refinery29

Content and New Formats

Danielle Cadet
Danielle Cadet Managing Editor and VP, Content Strategy & Development, Refinery29
Danielle Cadet

Danielle Cadet

Managing Editor and VP, Content Strategy & Development, Refinery29

Danielle Cadet is the Vice President of content strategy and managing editor for Unbothered and On Her Turf, Refinery29’s highly successful sub-brands. Danielle has played a pivotal role in expanding, growing, and innovating these two channels beyond social media to expand to editorial content, experiential activations and podcasts. UnBothered is Refinery29’s channel created for, by and about black women, which one year after after its creation, the Instagram channel boasts more than 100k followers (50% of which are new to Refinery29 content) and is the brand’ s most engaged and fastest growing channel. After organically building the UnBothered world over the past year, the channel has expanded into editorial, the Go Off Sis podcast and experiential activations.

Previously, Danielle, was the deputy editor for ESPN’s Undefeated, where she managed the site’s daily editorial coverage. Prior to ESPN, Cadet worked at “The Huffington Post Black Voices” where she led breaking news coverage of several national stories, including the Trayvon Martin murder case in Florida and the fatal shooting of Michael Brown by a police officer and the civil protests in Ferguson, Missouri, that followed. She has keen insight into the consumption habits of digital consumers and multi-cultural readers.

Cadet holds bachelor’s and masters degrees from Northwestern University’s Medill School of Journalism and has been included on Ebony’s list of “8 Dynamic Black Women Editors in New Media” and The Big Lead’s 40 Under 40 Behind the Scenes in Sports Media.


Danielle Cadet

Danielle Cadet

Managing Editor and VP, Content Strategy & Development, Refinery29

Living In Color: Carving Out Safe Spaces for Community

Hosted by Refinery29

For the last nearly two decades, social media has been a powerful platform that has enabled experiences to be shared and marginalized voices to thrive. But behind the safety of anonymity, those spaces have not always been inclusive, interactive, or safe.

In this session, hear from Refinery29 Unbothered Managing Editor and VP Content Strategy & Development, Danielle Cadet, on the power of building and nurturing much-needed safe online spaces and how to take those spaces offline to strengthen your tribe.

Attend this session and learn:

  • The importance and power of creating safe spaces to engage with your audience
  • The role of authentic engagement in fueling action-driven communities
  • How to scale the impact of online communities in real life
  • thursday May 7, 2020
  • 3:45 PM - 4:10 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Society and Culture
  • Audience and Data
  • Growing and engaging audiences
  • Increasing customer loyalty and retention
thursday 3:45 PM - 4:10 PM

Why Your Marketing Campaign Will Never Go Viral

Hosted by Twitter

Storytelling and Creativity

Joe Wadlington
Joe Wadlington Global Creative Lead, Twitter
Joe Wadlington

Joe Wadlington

Global Creative Lead, Twitter

Joe Wadlington is the Global Creative Lead at Twitter and the host of Twitter’s podcast, Character Count. His writing has been published in The New Yorker, Vox, and Food & Wine Magazine. He’s an MFA (Fiction) student at San Francisco State University and a San Francisco-based drag queen.


Joe Wadlington

Joe Wadlington

Global Creative Lead, Twitter

Why Your Marketing Campaign Will Never Go Viral

Hosted by Twitter

“Make it go viral” is the least helpful directive a manager could give a team. Virality can’t be forced into being. But there are some savvy fundamentals behind viral campaigns that can be stolen and adapted to the project currently on your desk.

In this talk, Joe Wadlington, Global Creative Lead at Twitter will break down successful viral campaigns from the Internet Hall of Fame as well as some fresher examples you can use as inspiration for your strategy.

Attend this session and learn:

  • Immediate, actionable techniques to improve your Twitter presence
  • Why Twitter is unique and how to use the platform for certain campaigns
  • Inspiration from standout examples and funny Tweet ideas
  • thursday May 7, 2020
  • 3:45 PM - 4:10 PM
  • Sheraton Times Square
  • Talk
  • Content and New Formats
  • Storytelling and Creativity
  • Audience and Data
  • Growing and engaging audiences
  • Increasing customer loyalty and retention
  • Understanding which technologies to invest in

Tue May 5th, 2020

Wed May 6th, 2020

Thu May 7th, 2020