Agenda | MMA
Visit the MMA COVID-19
Marketer Support Hub

Monday, July 20, 2020

11:00am – 11:10am ET

Welcome from CEO

11:10am – 11:15am ET

Welcome from Host

11:15am – 11:50am ET

Opening Keynote

How Did We Get Here? Living, Innovating and Governing in a Post-Pandemic World

 

How will the economy in the U.S. recover? The pandemic has changed how businesses operate and how citizens consume. In this new normal, resilience to shocks will be a much more prominent concern. We will all need to be prepared to adapt and respond to shocks without freezing or overreacting. This keynote session will weave together Paul Romer’s research on technological innovation, which earned him his Nobel Prize, and his recent deep-dive into the specifics of how the nation can contain the pandemic without destroying our economy. The overarching lesson is that the basic methods of science -- resolving disagreements about facts and using logic to make sense of them -- are the key both to making progress in the long-run and to responding optimally to short-run disruptions. This method requires an honest inquiry into the mistakes the United States made in responding to the pandemic and a serious attempt at making sure we never repeat them. But we must be sure that these tasks undermine neither our confidence that the citizens of the United States can keep making progress nor our commitment to sustain the effort that it requires.

Nobel Prize Winning Economist and Policy Entrepreneur

11:50am – 11:57am ET

Entertainment

11:57am – 12:27pm ET

CMO Panel Discussion

How Brands Pivoted During the Pandemic: Insights from the C-Suite

Overnight the pandemic changed the business landscape, forcing marketing leaders to lead in new ways and rethink how they connect with their consumers. From quickly shifting strategy to lean heavily into digital to reallocating resources to provide a public service, this panel brings together CMOs to discuss how they were able to reimagine the customer experience, deliver on their brand purpose and establish new ways of collaborating with partners, employees and customers. Hear how these brands pivoted during the pandemic and are positioning themselves for future success.

 

CMO
Petco
Entrepreneur in Residence
Zappos
Moderator
Global Transformation Leader

12:27 PM – 12:36 PM

User Privacy & Attribution in the Age of iOS 14

On the heels of Apple’s announcement around IDFA at WWDC, the entire industry is pondering if it's possible to give users control over their data and still provide developers with the transparency they need to build and market viable businesses. The diverse app ecosystem has been built upon trust – from the users who engage with content and who expect that their privacy is being respected to the publishers and advertisers who create and ultimately pay for the free app content. Brian Quinn, US President and GM at AppsFlyer, breaks down how Apple’s privacy innovations attached to the roll out of iOS 14 could change attribution, the essential data infrastructure that powers the entire app economy.

U.S. President & General Manager
AppsFlyer

12:40pm – 1:10pm ET

Sponsored Interactive Roundtable Discussions

Facilitated discussions via Zoom

Establishing True Sustainability in the Face of Continual Change

It's an exciting yet challenging time to be a marketer right now. The third party cookie and other unstable identifiers are on their last leg. The pandemic is continuously disrupting behavior and consumption. Privacy is now an expectation rather than an option. With all this continual change, marketing enterprises will need to make drastic changes to the way they collect, store, connect, and utilize data, both inside their own walls as well as across the supply chain.  Join this facilitated discussion to discuss and explore what the future of measurement, the future of media, and future of identity will need to become in order to sustain the future of marketing. A new foundation of data-driven strategies and technology needs to be established now to responsibly and effectively connect brands, publishers, platforms, and the people they serve.

GM
Neustar, Inc
Head of Identity and Privacy
Neustar®, Inc.
Global Lead - Analytics for Precision Marketing and Data Science
Johnson & Johnson
In Partnership With:

Power of Dynamic Creative During Uncertain Times

While top advertisers revise creative on average once every 10.4 days, nothing could prepare them for the creative revisions demanded by the first half of 2020. How did brands course correct in the face of macro global, civil and economic events? How was digital helpful in pivoting quickly? What marketers were successful in leveraging CTV and digital platforms to test and adapt? What trends are here to stay, and which will go away? Join Channel Factory for a lively discussion on ways brands are able to affect major pivots from a media, creative, and messaging perspective.

Chief Commercial Officer
Channel Factory
Head of Creative
Google BrandUnit
Global Media Director
Mastercard
Moderator
Technology Reporter
AdAge
In Partnership With:
In Partnership With:

Untangling the Mobile Landscape: How the In-App Ad Channel is Poised to Grow Audiences & Profitability

This roundtable will kick off the discussion with how brands like Western Union, Dunkin’ and Mars Petcare are cracking the code on mobile fraud and viewability, uncovering the right audiences with first party in-app mobile data, and more quickly activating consumers. As experts compel even CFOs & Procurement to help marketers 'stop buying bad ads’ and predictions that digital ad fraud will hit $23B in 2020, we’ll discuss as a group in-app concerns/questions and the primary reasons why a growing number of brand leaders have shifted to in-app: simple, less fragmented system, global reach, scale, cookie-less data capture and stronger consumer engagement.
President & Co-Founder
TreSensa Technologies
VP of Client Engagement
TreSensa Technologies
In Partnership With:

1:10pm – 1:20pm ET

Lunch Break

1:20pm – 1:45pm ET

Session

Influence Means Nothing Without Trust

The recent events have shown us that voices matter – and at times, even more so than our own message. As brands, we’ve not only had to rethink how we market to our consumers - ensuring responsive and tone appropriate messages, we’ve had to seek out those voices whose values reflect our own and partner with them to help drive positive change. Unfortunately, capitalizing on social and aligning with trusted talent is risky given the millions of followers to choose from and fake followers that run rampant. Join Bob Lord, SVP, Cognitive Applications, Blockchain and Ecosystems, Ryan Detert, CEO of Influential, and Josephine Chew, Vice President of Brand and Reputation at Wells Fargo as they discuss the power artificial intelligence can have in bringing some much-needed trust and responsibility to this enormous market opportunity.

Senior Vice President, Cognitive Applications, Blockchain and Ecosystems
IBM
CEO
Influential
Head of Brand and Reputation
Wells Fargo
In Partnership With:

1:45 PM – 1:50 PM

Entertainment

1:50pm – 2:20pm ET

Session

Diversity & Inclusion: Going Beyond Optics to Implement Real Change

Recent events in the U.S. have highlighted the racial and social inequities blacks and other people of color face in our society. This panel brings together diversity and inclusion leaders to accelerate the conversation within the C-suite on the value of diversity to drive innovation, creativity and increased performance. It will also discuss how the industry can be held more accountable and implement real changes within their organization and the marketing industry at large.

SVP and Chief Diversity Officer, Omnicom Group; President and Founder, ADCOLOR
Sr. Director, Diversity & Inclusion Strategy
WarnerMedia News and Sports
VP, Diversity, Equity and Inclusion (DE&I)
Papa John's International
Moderator
Chief Marketing Officer
Nielsen Global Connect

2:20pm – 2:30pm ET

Break


2:30pm – 2:55pm ET

Closing keynote

Time for Action

In a constantly evolving world, it’s hard to foresee what will happen next. Things are changing all the time which makes it almost impossible to predict where everything is heading to. That’s why sometimes it’s best to focus on the things which will probably not change. With economic turmoil and social tensions on the rise, companies and brands have the responsibility to take real, concrete actions and play a positive role for people and the planet. In this presentation Fernando Machado, Global CMO for Restaurant Brands International, will present a framework on how to create a positive impact for your brands while avoiding some common pitfalls we all face.

Global CMO
Restaurant Brands International

2:55pm – 3:00pm ET

Closing Remarks + Special Announcement


5:00pm – 5:30pm ET

Entertainment


6:00 PM

Dinner

Tuesday, July 21, 2020

11:00am – 11:10am ET

Welcome from Global Board Chair

11:10am – 11:15am ET

Host Welcome

11:15am – 11:45am ET

Session

The Path to New Normal: How Brands Can Emerge Stronger from the Crisis

Today’s CMOs are having to function in an environment of unprecedented uncertainty and change. What will the path to a new normal look like? This panel discussion brings together marketers from The Coca-Cola Company and National Football League to share their thoughts on what the new normal will look like and which consumer behaviors will remain after the pandemic. Attendees will also hear how Coca Cola China navigated the crisis to emerge stronger, predicting what the U.S. can expect as it reopens for business.

 

VP & CMO, Greater China & Korea BU
The Coca-Cola Company
Cultural Marketing Strategist
NFL
Moderator
Global Advisory Leader for Media & Entertainment and Americas Marketing Practice Leader
EY

11:45am – 12:15pm ET

Session

A MMA MOSTT Research Study: Competing on M.A.R.S. – A Look Into the Emerging Marketing Capabilities for Today’s Market​

Based on the study of dozens of companies, this session shares a research-based model created by leading academic and practitioners for how to design a modern marketing organization.  It challenges some of the traditional approaches and introduces data-informed methods that leaders can use to configure marketing organizations and capabilities for the new market environment. Join Omar Rodriguez Vila, Phd and Jay Jaffin CMDO at Western Union for a conversation about the work and its implications for marketing leaders.​

Associate Professor of Practice in Marketing
Goizueta Business School, Emory University
CMDO
Western Union
Moderator
Former Global Chief Marketing Officer
Uber
Chief Strategy Officer
Salesforce Marketing Cloud
In Partnership With:

12:20pm – 12:50pm ET

Sponsored Interactive Roundtable Discussions via Zoom

Facilitated discussions via Zoom

Digital Out of Home: The Newest ‘Old’ Medium

Join the conversation around how technology and creativity are helping accelerate a whole new advertising channel that bears little resemblance to traditional Out of Home and has evolved into something much more innovative and unique. With advertisers yearning for nondisruptive digital video, discover the medium’s ability to deliver large scale reach with canvases that allow for best in class creative, safe and appropriate context, and newfound credibility through mobile technology addressability and attribution.

Chief Executive Officer
Lightbox OOH Video Network
SVP, Enterprise Customer Engagement and Investment Executive
Bank of America
In Partnership With:

Fixing the Consumer Identity Problem in Digital Advertising

The last few years have seen unprecedented challenges to the status quo of how consumers are discovered & identified by brands, targeted for advertisements & offers, measured & segmented, and engaged. In the new privacy-first economy, a unified identity solution is needed to bridge the worlds of demand and supply to best serve the consumer who is at the heart of digital advertising.

President & CEO
Kochava
In Partnership With:

12:50pm – 1:05pm ET

Lunch Break

1:05 PM – 1:10 PM ET

Entertainment

1:10pm – 1:45pm ET

Session

Creativity in Times of Disruption

The ability for marketing organizations to quickly pivot and narrate new stories that stand out and reflects the right tone can mean the difference between thriving or going dark during this time. This panel will host CMOs from both the brand and agency side to discuss how they struck the right on-brand messaging by leveraging in-house creative teams, user generated content and existing assets to maintain a connection with their consumers during the pandemic. 

 

CMO
Hershey
Senior Vice President and Chief Marketing Officer
e.l.f. Cosmetics
Chief Marketing Officer and EVP, Global Culture
UM Worldwide
Moderator
Chief Brand Officer
Adweek

1:45pm – 1:55pm ET

Closing Remarks


2:15pm – 3:15pm ET

Virtual Experiences with Family

As with past MMA CEO & CMO Summits, we are wrapping up the event with four fun-fill virtual activities guided by experts. Families are welcome to join. Attendees will be able to select from the activities below during the registration process:

Build Your Own Sundae

Glass Fusion

Wine Tasting 1

Wine Tasting 2

Wine Tasting 3

Wine Tasting 4

6:00 PM

Dinner

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