Agenda | MMA Global

An All-Star Agenda for an All-Star Audience

The role of the Chief Marketing Officer is rapidly evolving, which can leave marketers at a crossroads, unsure of how to respond. The 2022 MMA CEO & CMO Summit is bringing together the best and brightest marketing and business leaders to #ShapeTheFuture and chart a course to rebuild and redefine the role of marketing.

Here are a few highlights of what you can expect at this year’s CEO & CMO Summit:

Proprietary Research

Hear how leading brands like Reckitt and CVS Health are using the findings from MMA’s research on Outcomes Based Marketing (OBM2) to change their approach to marketing and drive profitable outcomes.

Fresh Perspectives

Don’t just talk about operational effectiveness and a winning marketing organization, learn evidence-based actions you can take to achieve both – only at CEO & CMO Summit!

Practical Applications

Find out how Ally Bank is leveraging MMA’s groundbreaking methodology to understand the impact of branding on long term sales performance.

These are just a few of the many reasons why you should attend this exclusive event. We’ll be covering many other important topics such as data privacy and personalization, customer experience, reputation management, marketing in the metaverse, and much more.

Here are a few more sessions you can look forward to at the 2022 CEO & CMO Summit:

See below to review the detailed agenda, containing over 20+ sessions!

Sunday, July 24, 2022

2:00 PM – 5:00 PM

Global Board Meeting

*Open to invited board and marketers

5:00 PM – 6:00 PM

Cocktail Hour

The Village Lawn, Vista Collina | *Family, partners and friends welcome to join

In Partnership With:

6:00 PM – 6:10 PM

Welcome Remarks

*Family, partners and friends welcome to join

Future of the Industry

In her opening remarks, Julie Saxon will share her insight on what’s next for the media and marketing industry, what brands should be prioritizing now to prepare for the changes ahead, and her views on the most exciting opportunities on the horizon.  

Chief Revenue Officer
The Weather Company and IBM Watson Advertising

6:10 PM – 7:30 PM

Dinner

The Village Lawn, Vista Collina | *Family, partners and friends welcome to join

In Partnership With:

7:30 PM – 7:45 PM

Welcome from MMA

*Family, partners and friends welcome to join

What we mean when we talk about architecting the future of marketing

In his opening remarks, our CEO Greg Stuart will discuss the factors behind what he sees as an existential crisis facing marketers today. From the rapid changes in how humans consume media, to the increased expectations on companies to take the lead around societal issues, transformation is both ominpresent and relentless. Therefore, the MMA's mission to architect the future of markeitng has never been more important. What does that mean? You'll have to join us to hear it firsthand from Greg.

CEO
MMA Global

7:45 PM – 8:45 PM

Inspirational Keynote

*Family, partners and friends welcome to join

8:45 PM – 9:45 PM

After Party

Fountain Courtyard, Meritage | *Family, partners and friends welcome to join

Monday, July 25, 2022

6:30 AM – 7:30 AM

Yoga

Vineyard Deck

*Family, Partners and Friends Welcome to Join

 

7:30 AM – 8:45 AM

Morning Insights Breakfast

Vineyard Terrace

The Great Relationships Reset: How the Demand for Deeper Human Connection Could Shape the Future of the Internet

A stark new reality is reversing a decades-long trend: people are shifting their energy away from maintaining a wide array of casual connections to cultivating a smaller circle of the people who matter most. A new report from Meta Foresight revealed that 72% of people said the pandemic caused them to reprioritize their closest friends. Hear Tom Brown, VP, Brand Management Group at Meta discuss the importance of this profound mindset- shift, what it means for leaders today and how they can apply foresight to sharpen long-term brand and business strategy.

VP, Brand Management Group
Meta
In Partnership With:

9:00 AM – 9:10 AM

Welcome from MMA Global Chair

Meritage Ballroom

9:10 AM – 9:20 AM

Welcome from MMA

Meritage Ballroom

Making an impact

Our CMO Greg Stuart will be back to set the vision for Day 2 of the Summit as he discusses the MMA's role in covering a diverse and wide-ranging number of topics that matter to marketers in every industry.

9:20 AM – 9:50 AM

Opening Keynote

Meritage Ballroom

Lessons from the C-suite: The Journey from CMO to CEO

As the marketing function becomes more strategic and technology driven to properly serve today's consumers, very few CMOs make the leap to CEO. In this session, Peter McGuinness, CEO of Impossible Foods will talk about how he made the transition to CEO, share his thoughts on the skillsets needed to succeed, and advice for the next generation of marketers to assume greater leadership and responsibility for growth.

CEO
Impossible Foods

9:50 AM – 10:20 AM

Session 2

Meritage Ballroom

Leadership in Times of Crisis

As the 2nd most relevant brand worldwide, according to the 2021 Prophet Brand Relevance Index®, Peloton has seen its share of successes and challenges play out on the public stage. Join Peloton’s SVP, Head of Global Marketing & Communications, Dara Treseder as she candidly shares lessons learned about protecting its brand and reputation in real time. From finding the harmony between speed and precision to managing the brand in times of crisis to knowing which voices to amplify to carry on the narrative, this session will provide valuable lessons any leader can learn from.

SVP, Head of Global Marketing & Communications
Peloton

10:20 AM – 10:55 AM

Session 3

Meritage Ballroom

CMO Roundtables on Growth: How do we leverage creativity in the age of digital and AI?

Ask CMOs their #1 priority, and it more than likely comes down to one word: Growth. But how does marketing contribute to overall growth?Through the CMO Roundtable Series, MMA Global has brought together leading CMOs to discuss and debate five key areas which have a direct role in achieving true marketing growth. This session will focus on creative as a key driver to growth and debate how marketers should leverage creativity in the age of digital and AI.

 

Global Chief Marketing Officer
General Motors
VP, General Manager, US Nutrition
Reckitt
Chief Marketing Officer
Morgan Stanley Wealth Management and E*TRADE
Moderator
VP, Principal Analyst
Forrester
EVP / GM, Marketing Solutions
Neustar, A TransUnion Company

10:55 AM – 11:15 AM

Networking Break

Meritage Ballroom Pre-function & Patio

Take some time to move around and catch up with other attendees, get refreshments, or take a mental break

11:15 AM – 11:25 AM

Interstitial

Meritage Ballroom

Outcomes Based Marketing (OBM2) - A New Science for Media Planning and Driving Brand Growth 

Marketers are under a false impression that a broad reach media plan is the best way to drive incremental sales and long-term growth. However, a foundational study by the MMA proves this wrong and provides marketers with a new growth model. Hear Amardeep Kahlon, VP & GM from Reckitt share how it is bringing this research to life and testing out the strategy within its organization, and preliminary insights from the pilot test. 

 

VP, General Manager, US Nutrition
Reckitt

11:25 AM – 11:55 AM

Session 4

Meritage Ballroom

From the Carina Nebula to the French Riviera: Make it Matter

Today’s leaders need to focus their limited resources on the innovation that matters most. And whether you’re a CEO or a CMO, addressing the bias embedded in digital advertising technology is a challenge that requires immediate attention. In this session, Sheri Bachstein, CEO of The Weather Company and GM of IBM Watson Advertising, will give a unique look under the hood at the innovation driving an industry-leading initiative to develop open source solutions that mitigate bias in advertising. Attendees will walk away with an understanding of how the industry is responding, what their peers are doing to drive change, and how they can join the movement to leave a meaningful mark on the marketing industry.

CEO, The Weather Company, an IBM Business
General Manager, IBM Watson Advertising
In Partnership With:

11:55 AM – 12:25 PM

Session 5

Meritage Ballroom

The Anatomy of the Winning Marketing Organization

Leaders today know how to turn modern marketing practices into new opportunities for value creation and financial impact. But in addition to its possibilities, the management of modern marketing is filled with operating effectiveness challenges. During this session Rebecca Messina, former CMO of Uber and Dr. Neil Morgan, Chaired Professor of Marketing at Indiana University, will share insights from their on-going research into the leadership of Winning Marketing Organizations. They will present findings about the root causes of operating effectiveness challenges experienced today and describe evidence-based actions that leaders can take to position their marketing organizations for success.

PetSmart Distinguished Chair in Marketing
Kelley School of Business, Indiana University
Senior Advisor
McKinsey & Co.

12:25 PM – 12:40 PM

Interstitial

Meritage Ballroom

Brand as Performance (BaP): Marketing's Ongoing Debate 

The MMA has spent over a year developing the world's only methodology to understand the impact of branding on long term sales performance. In this interstitial, Andrea Brimmer, Chief Marketing and Public Relations Officer at Ally Financial Inc. will talk about how Ally Bank is working with the MMA to quantify the long-term impact of brand as performance in testing out key aspects of marketing growth, and what it hopes to learn from this ongoing research.

Chief Marketing and Public Relations Officer
Ally Financial Inc.

12:45 PM – 1:55 PM

Networking Lunch

Activities Lawn / Oakville Terrace

In Partnership With:

2:00 PM – 2:50 PM

Deep Dives

How to Make Clean Rooms Work for You

Carneros Ballroom D-E

The advertising ecosystem is rife with disruption, and it’s becoming increasingly difficult to effectively identify and reach the right consumers in a privacy-forward way. Many are leaning into Clean Rooms and other privacy-enhancing technologies to address these changes. But how do you go from simply experimenting to extracting value? Join Michael Schoen, GM, Marketing Solutions at Neustar, a TransUnion Company, to learn how to adapt and be on the forefront of innovations in data strategy and advanced analytics to thrive in a post-ID marketing world.  

EVP / GM, Marketing Solutions
Neustar, A TransUnion Company
SVP, Programmatic and Data Operations
iHeartMedia
In Partnership With:

Revolutionizing Customer Experience through Conversational Messaging

Carneros Ballroom C

The mobile channel allows brands to reach customers anytime, anywhere on their most personal device. This privileged access, combined with a clever mix of data and AI, presents a powerful toolset to marketers today. This session will explore an exciting paradigm shift taking place in marketing – the evolution of one-way, broadcast direct marketing into personal, 1:1, instant conversational experiences – and reveal best-in-breed examples and astounding results of conversational marketing.

President
Sinch for Marketing
In Partnership With:

Personal Data Should Remain Personal: Why Contextual is Key for the Future of Digital Environments

Carneros Ballroom B

Cookies have begun to crumble, and CMOs are eagerly looking for privacy-forward solutions that will allow for digital advertising campaigns to reach the right audiences without sacrificing creativity or privacy. Contextual advertising draws on nuanced AI that places ads with compatible content in real time—a critical quality for our future digital ecosystem. In this Deep Dive session, GumGum CEO Phil Schraeder will discuss how creativity and context are key in future proofing your tech to develop privacy-forward, captivating, and high-impact creative ads that will be crucial as new and innovative technologies like Web 3.0, In-Game, and metaverse continue to evolve.

CEO
GumGum
Global Chief Marketing Officer
General Motors
In Partnership With:

3:00 PM – 3:50 PM

Deep Dives

How to Market Successfully in a Digital-first Era

Carneros Ballroom D-E

In a digital-first era, marketers are struggling to keep up with consumers' changing media habits while consumers are more skeptical about brands and what they say and do. Join Jamie Moldafsky, Chief Marketing and Communications Officer at Nielsen, for some insight about how marketers today need a complete understanding of the consumer, the audience and what's happening in the industry in order to deliver on what consumers want.

Chief Marketing And Communications Officer
Nielsen
In Partnership With:

The Future of TV Commerce: Creating Better Shoppable Experiences for the TV Screen

Carneros Ballroom C

It’s no secret the way we consume content has shifted, and a marketer’s approach needs to follow. Marketers must capture the attention of ‘the right’ customers, drive them to purchase, and have a framework to measure the customer’s journey. This session explores taking shoppable experiences to the next level - creating a simple path to purchase for consumers and closing the loop on full-funnel attribution for your brand – all with a few clicks of your remote.

Head of Television Commerce
Roku
In Partnership With:

Marketing in a Cookieless & ID-Independent World: Moving from the ‘Who’ to the ‘When’ & ‘Where’

Carneros Ballroom B

From Apple’s IDFA to third-party cookies, the marketing and advertising industry is undergoing considerable shifts that are impacting marketers’ traditional strategies and tactics. Join InMarket’s CEO Todd Morris for a deep-dive discussion on the impact of these changes on the industry, and how moving towards an ID-independent world enables marketers to make connections that are clearer, more actionable, and more influential to shoppers. Learn how marketers can move beyond the ‘who’, to connect to the ‘when’ and the ‘where’.

CEO
InMarket
Group Vice President of Digital Marketing and Analytics
Belk
In Partnership With:

4:00 PM – 5:30 PM

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 Winery will depart at 5:30pm.

5:30 PM – 8:30 PM

Cocktails & Dinner

Ram's Gate Winery | *Family, partners and friends welcome to join

In Partnership With:

8:30 PM – 10:00 PM

After Party

Crush Lounge (Bowling) | *Family, partners and friends welcome to join

In Partnership With:

Tuesday, July 26, 2022

6:15 AM – 7:15 AM

Yoga

Vineyard Deck

*Family, Partners and Friends Welcome to Join

    7:15 AM – 8:20 AM

    Morning Insights Breakfast

    Vineyard Terrace

    In Partnership With:

    Adapt, Don’t React: Navigating Recession

    With economic turmoil, businesses must leverage data, analytics and insights to find opportunities and mitigate losses. Marketing budgets are at risk as brands are forced to economize. Nancy Smith, President and CEO of Analytic Partners will share ROI Genome intelligence to support brands with insights and strategies to not only survive but thrive.

    President & CEO
    Analytic Partners

    8:30 AM – 9:15 AM

    Special Guest Speaker

    Meritage Ballroom

    Fireside Chat with Twitter's CEO Parag Agrawal

    It’s hardly a secret to say no brand has been through more challenging and exciting times in 2022 than Twitter. Yet through all of it, Parag has kept his team motivated while continuing to aggressively advance business goals around growth, safety on the platform, and innovation with consumer product and social commerce.

    Chief Executive Officer
    Twitter
    Interviewer
    Co-Founder and CEO
    Recount Media

    9:15 AM – 9:20 AM

    MMA Welcome

    Meritage Ballroom

    President and Chief Operating Officer
    MMA Global

    9:20 AM – 9:50 AM

    Session 1

    Meritage Ballroom

    Marketing in the Metaverse: Driving Innovation through Immersive Experiences

    As an early metaverse leader, Roblox is ushering in a new category of human co-experiences together with its millions of creators. In this fireside chat, Roblox’s Chief Marketing & People Officer, Barbara Messing and MMA CEO Greg Stuart will discuss how the platform provides value to consumers and creators building positive and civil shared experiences, the opportunity for brands to innovate and what the future holds for the metaverse. 

    Chief Marketing & People Experience Officer
    Roblox
    Interviewer
    CEO
    MMA Global

    9:50 AM – 10:15 AM

    Session 2

    Meritage Ballroom

    How a 153-year-old Brand Used an NFT to Appeal to New Consumers

    Learn more about how an iconic brand that is in millions of households continues to reinvent itself using cutting-edge mediums like NFTs to modernize itself to its consumers. Linda Lee, Chief Marketing Officer of Campbell’s Meals & Beverages, will walk through how and why Campbell’s launched an NFT, the marketing team’s lessons learned, as well as what the future role for NFTs and brands.
     

    Chief Marketing Officer, Meals & Beverages
    Campbell Soup Co

    10:15 AM – 10:20 AM

    Industry Announcement

    Meritage Ballroom

    CEO & Co-Founder
    Beyond Ordinary Events

    10:20 AM – 10:50 AM

    Session 3

    Meritage Ballroom

    Your Growth Is Slowing, And It's Not Just Because Of The Economy

    An economic winter is coming. Crypto winter is here. It seems that everywhere we look, challenges just keep piling up. But it's not just what we can't control that is slowing your growth - there are several things you might be overlooking or deprioritizing that are detrimental to your growth.In this session, AppsFlyer's SVP of Sales and Bloomberg's Global Head of Performance Marketing and Media, will answer these burning questions and more - is there a way to embrace privacy without slowing growth? What new channels are worth exploring to lower acquisition costs? Is there a different way to decipher insights from our measurement platforms, given that this winter's coming?

    Senior Vice President, Sales
    AppsFlyer
    Global Head of Performance Marketing & Media
    Bloomberg
    In Partnership With:

    10:50 AM – 11:05 AM

    Networking Break

    Meritage Ballroom Pre-function & Patio

    Take some time to move around and catch up with other attendees, get refreshments, or take a mental break

    11:10 AM – 11:45 AM

    Session 4

    Meritage Ballroom

    The Role of CDOs


    The first project to launch out of the MMA CDO Board, this panel discussion will revolve around the research the MMA and Oxford University have done to define the role and success dynamics of the chief digital officer and share some of the insights and learnings from the research. 

     

     

    EVP, Chief Digital and Technology Officer
    Universal Parks & Resorts
    SVP – Head of Industry Research
    MMA
    Chief Digital Officer
    General Motors
    Global Chief Digital & Information Officer
    Nike
    Moderator
    CEO
    MMA Global

    11:45 AM – 12:15 PM

    Session 6

    Meritage Ballroom

    What Will Web3 Look Like?

    How will NFTs, blockchain, Web3, and the metaverse impact the marketing industry? What will consumers expect? How will advertisers, marketers, and media companies adapt? Shelly Palmer will offer his perspective on quickly evolving trends including AI, 5G, consumer tech, decentralized finance (DeFi), Web3, crypto, NFTs, and other technologies that are reshaping our world.

    CEO
    The Palmer Group

    12:30 PM – 1:00 PM

    Grab-and-Go Lunch

    1:00pm

    Afternoon Activities

    *Family, partners and friends welcome to join

    Wine Tasting - Departs hotel at 1:30pm

    In Partnership With:

    Chardonnay Golf Club - Departs Hotel at 1pm

    In Partnership With:

    Safari West - Departs hotel at 1:00pm

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    MMA Global
    M: 860 519 8248
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