Agenda
Sunday, July 21, 2019
2:00pm – 5:00pm
Global Board Meeting
Sonoma Valley Room | *Open to invited board and marketers
4:30pm
Depart from Hotel to Offsite Distillery
5:00pm – 6:00pm
Cocktails
Offsite: Hanson of Sonoma Distillery
6:15pm – 7:30pm
Dinner
Offsite: Hanson of Sonoma Distillery
In Partnership With:
8:45pm – 9:45pm
After Party
Breezeway lawn | *Family, Partners and Friends Welcome to Join
Monday, July 22, 2019
6:30am – 7:30am
Yoga
Fitness Studio @ Spa
*Family, Partners and Friends Welcome to Join
7:30am – 8:45am
Breakfast
Breezeway Lawn
9:00am – 9:10am
Welcome from MMA Global Chair
Pavilion
9:10am – 9:20am
MMA Host Welcome
Pavilion
9:20am – 9:50am
Radical Craft
Pavilion
Radical Craft
9:50am – 10:20am
How GoldieBlox is Disrupting the Pink Aisle
Pavilion
How GoldieBlox is Disrupting the Pink Aisle
10:20am – 10:50am
MMA MOSTT Research Study
Pavilion
A MMA MOSTT Research Study: Competing on M.A.R.S. – A Look Into the Emerging Marketing Capabilities for Today’s Market
This session shares key findings from a year-long study of changes in marketing capabilities by firms seeking to compete more effectively in today’s increasingly technology-led environment. Join Omar Rodriguez Vila, Phd as he shares a new model for the organization of marketing work centered on the development of value stacks, the creation of organizational links, and the design of learning loops. The presentation will provide examples of how the development of these emerging practices vary across firms, and insights to select the right model for your organization.
In Partnership With:
10:50am – 11:15am
Networking Break
Breezeway Lawn
In Partnership With:
11:15am – 11:45am
American Family Insurance Rewrites the Rules of Customer Engagement
Pavilion
American Family Insurance Rewrites the Rules of Customer Engagement
Insurance is traditionally a low-involvement category, but American Family Insurance is rewriting the rules of engagement and allowing its customers to interact with the brand on demand. In this session, Sherina Smith, Head of Marketing at American Family Insurance offers a look into how they leveraged mobile touchpoints, such as apps, bots, and AI, to build the brand, increase loyalty and drive business growth. Attendees will also learn how they see technology reimagining the customer relationship and innovating their industry.
11:45am – 12:15pm
How Turo is Redefining Personal Mobility
Pavilion
How Turo is Redefining Personal Mobility
Described as the Airbnb of cars, Turo is the world’s leading peer-to-peer car sharing marketplace. Since its inception in 2009, Turo has raised more than $200 million, experienced tremendous growth and expanded to over 5,500 cities across the US, Canada and Europe. In this session, Andrew Mok, CMO at Turo, will share the company’s past and future growth strategies, how Turo is changing the economics of car ownership, and what this all means for the future of personal mobility.
12:15pm – 12:45pm
Tech for Good: Using Data and Technology to Forecast Change
Pavilion
Tech for Good: Using Data and Technology to Forecast Change
The speed of technological disruption is accelerating at an unprecedented pace and while technology companies are reaping the financial benefits, it’s not all about making a dollar. From providing developers with the data to create emergency management and preparedness response solutions to using technology to solve for trust and transparency challenges in advertising, let's expect more from technology to better our world. Join Randi Stipes, CMO at IBM Watson Media and Weather and Alisa Maclin, Chief Marketing Officer at IBM Developer Marketing to hear about how IBM is using data and technology to serve the greater good.
In Partnership With:
12:45pm – 1:55pm
Networking Luncheon
South Lawn
OTT Goes Mainstream: Preferences of the streaming generation
In Partnership With:
2:00pm – 2:50pm
Deep Dive Sessions
Optimizing Digital Paths to Purchase: Differing Economies and Differing Customer Journeys
In Partnership With:
Strengthening Customer Relationships Through Mobile Engagement
In Partnership With:
The Opportunity in OTT
The live TV OTT landscape is scaling at a rapid rate. Brands are seeing this new opportunity as a way to reach unduplicated audiences across consumer-preferred devices with targeted messages. On the backend, access to transparent delivery reporting and ROI metrics, website visitation and brand lifts have been a gamechanger.
In this deep dive, Kevin Arrix, Senior Vice President at DISH Media will guide attendees in a discussion on the importance of understanding how to leverage advertising to today’s on-the-go viewers. Attendees will also discover how to put their brand ahead of the curve by having the right strategy in place for impression-based buying and advanced TV.
In Partnership With:
3:00pm – 3:50pm
Deep Dive Sessions
How Brands Harness Location for Omni-Channel Success
The biggest barrier for modern marketers seeking to adopt a true “people-based” marketing strategy is not a lack of data -- but instead, the much more complex issue of data connectivity. Media-centric silos, variable data quality, and the inability to “democratize” data access for usage in omni-channel strategies is ultimately what hinders us from executing on the promise of what is "data-driven." In this session, join the facilitators as they dive into how to evaluate new data sets, important considerations involved in fusing legacy data sets to location data and hear case studies from QSR, Auto, Retail and more detailing performance influence from 20-400%.
In Partnership With:
The Marketer’s Perspective on Privacy & Security
In Partnership With:
What Does Mobile Data Tell You About Consumer Intent?
You know that clicks are not the only indicators of intent. Sometimes we hover over our mobile devices – breezing by a call-to-action now with intent to purchase later. Sometimes we have no intentions to purchase now, but our interest is piqued, and we convert later down the road. As marketers, we need to evolve beyond the clicks to understand true human intent. The challenge lies in recognizing, measuring, and acting on granular data that reveals who is engaging with your product in real time. In this session, marketers will be challenged to understand impact beyond “Did my ad have a chance to be seen?” into a deeper discussion on “How do I know my ad impacted my customer, and what are the next steps?”
In Partnership With:
4:00pm – 4:50pm
Catch Up Break
Take the opportunity to catch up on emails, play some games in the MMA lounge, hang out with family or network and do some business.
First bus to Ram's gate will depart at 5:45pm.
6:00pm – 8:30pm
Cocktails and Dinner
Ram's Gate Winery | *Family, partners and friends welcome to join
In Partnership With:
8:30pm – 10:00pm
After Party
Breezeway Lawn | * Family, partners and friends welcome to join
In Partnership With:
Tuesday, July 23, 2019
6:30am – 7:30am
Yoga
Fitness Studio @ Spa
*Family, Partners and Friends Welcome to Join
7:30am – 8:45am
Breakfast
Breezeway Lawn | Presentation begins at 8:15am
Consumers are Losing Trust: Designing for Your Brand’s Future
We are witnessing a monumental change in consumer expectations for brands. Brand trust is increasingly important and nowhere is this more exemplified than in how customer data is collected and used. Consumers want to have control over the data being collected about them, and they want transparency into how that data is being used. Win their trust to win market share. Join Cuebiq's Executive Vice President of Marketing, Valentina Marastoni-Bieser as she shares why privacy frameworks are so important, the steps you can take to win customer trust and loyalty, and the effect it will have on your bottom line.
In Partnership With:
9:10am – 9:15am
MMA Host Welcome
Pavilion
9:15am – 9:45am
The Pinnacle of Mobility
Pavilion
The Pinnacle of Mobility
The pace of change in the automotive industry is accelerating dramatically. As General Motors’s global luxury marque and technology leader, Cadillac has taken the lead in GM’s pursuit of a world of Zero Crashes, Zero Emissions and Zero Congestion. To achieve this vision, Cadillac is accelerating the refinement and integration of several enabling technologies, including Super Cruise – the first hands-free driving technology for freeways– and Vehicle-to-Infrastructure connectivity (V2X). Cadillac’s Global Chief Marketing Officer, Deborah Wahl, will discuss next-generation technologies and ownership models that promise to redefine personal transportation as we know it.
9:45am – 10:15am
National Geographic Uses Immersive Storytelling Technologies to Connect Audiences with a World Out of Reach
Pavilion
How National Geographic Uses Immersive Storytelling to Connect with Audiences
At a time when older brands struggle to keep pace with today’s evolving media landscape, National Geographic continues to connect and stay relevant by way of dynamic, 360 storytelling, immersive brand experiences and a social media presence that rivals the world’s biggest stars. In this session, Marcelo Galdieri, SVP, Marketing & Brand Operations at National Geographic Partners will share how it is harnessing the power of their iconic yellow border and refocusing on its true mission by embracing immersive storytelling technologies and offering personalized content that inspires the inner explorer in all of us.
10:15am – 10:45am
Driving E-Commerce Through Communities
Pavilion
Driving E-Commerce Through Communities
Chipotle has been engaging communities to drive breakthrough digital sales in unconventional ways. Learn how they are using social listening to identify passion points for key audiences and create relevant campaigns that speak directly to them. The intersection of content, culture and digital access are unlocking these new opportunities to connect and engage. Chris Brandt, CMO at Chipotle will discuss examples from Free Delivery Bowl to Lifestyle Bowls and the new Chipotle Rewards program that illustrate how the brand is driving e-commerce trial and engagement with target consumers.
10:45am – 11:00am
Networking Break
Breezeway Lawn
In Partnership With:
11:00am – 11:30am
Brands That Move People
Pavilion
Brands That Move People
For over 120 years, PepsiCo’s beverage brands have inspired each new generation by genuinely looking at ways the brands can make a difference in people’s lives. In this session Greg Lyons, Chief Marketing Officer at PepsiCo Beverages North America, shares how the company’s commitment to understand, inspire and value its consumers drives new marketing and product innovations, better business decisions and increased growth. Attendees will also discover how PepsiCo’s pledge to put people at the heart of everything it does has transformed the culture of its marketing organization.
11:30am – 12:00pm
Guns and Candor: What Cannabis can Teach us About Doing Business in the 21st Century
Pavilion
Guns and Candor: What Cannabis can Teach us About Doing Business in the 21st Century
12:00pm – 12:30pm
Tech Futures
Pavilion
Tech Futures
Most people are now online, but most of the money is still not. If we think we’re in a period of disruption right now, how will the next big platform shifts — like machine learning, AI, and crypto/blockchain technology — impact huge swathes of retail, manufacturing, marketing, fintech, and entertainment? Hear Benedict Evans, Partner at Andreessen Horowitz talk about where we are now and how things may change over the next decade.
12:30pm – 1:00pm
Lunch on the Go
Pavilion Foyer
1:30pm
Afternoon Activities
*Family, partners and friends welcome to join
Wine Tasting
Safari West
Kayaking
