Agenda | MMA Global

Agenda

Sunday, July 21, 2024

5:00 PM – 8:45 PM

Cocktail Hour + Dinner

Join us for a welcome reception to kick off the Summit and network with MMA Global Board Members and other top marketers and execs. Following the cocktail hour, we’ll sit down for dinner and hear from an inspirational and illuminating keynote speaker.
In Partnership With:

7:30 PM – 8:00 PM

Designing Wonder: Why We Want Amazement

In this performance/keynote, Andrew Evans (Founder/CEO of The Magic Patio; former design leader, IDEO; and lecturer, Stanford’s Design School) will break the only rule in magic and tell you how it all works. Spoiler alert, it’s not about smoke and mirrors.

With deep expertise as both a design leader and magician (for clients including Airbnb, Apple, Disney, Google, Meta, TED, as well as the stage production of Harry Potter and The Cursed Child), Andrew will share how you can borrow from magicians to build products, services, and campaigns that deliver a unique sense of wonder to clients…no deceptions necessary. Integrating psychology, human-centered design, and the science of surprise, Andrew's work demonstrates how teams can heighten customer engagement by amplifying curiosity and imagination. Prepare to be amazed, inspired, mystified.

Magician | Mentalist | Consultant

8:45 PM

VIP After Party

*Family, partners and friends welcome to join

The VIP after-party is another great opportunity to network with colleagues. A live DJ will spin your favorite songs while you capture the moment in the 360 photo booth and indulge in a selection of delicious desserts.
In Partnership With:

Monday, July 22, 2024

6:30 AM – 7:30 AM

Morning Yoga

*Guests welcome to join
Start your day with a refreshing and relaxing yoga session on the Vineyard Deck, overlooking the scenic vineyards and Napa Valley. This class is suitable for all levels of experience and will help you stretch your muscles, calm your mind, and energize your spirit. Bring your own mat or borrow one from us. Namaste!

7:30 AM – 9:00 AM

Insights Breakfast

Start your day with a delicious hot breakfast and coffee on the Lawn. This is a great opportunity to network with other attendees, speakers, and sponsors, and get ready for an exciting day of learning and inspiration.
In Partnership With:

A Closer Future: New Technologies for Human Connection

New technologies are improving how we live, work, play, and tackle challenges. Meta’s Kristen Carlson will share insights on how technological breakthroughs like augmented reality, artificial intelligence, and immersive technologies are dramatically transforming industries, societies and how people connect around the world.
Senior Director of Strategy and Operations for Augmented Reality
Meta

9:00 AM – 10:30 AM

General Session

Welcome from MMA Global Board Chair

Chief Marketing & Growth Officer
AT&T

The Journey from CMO to CEO

Barbara Martin Coppola is the CEO of Decathlon, the world's largest sports goods designer and retailer. Previously she was CDO at IKEA and CMO at Grubhub, in addition to being in marketing leadership at Google and Samsung. Now that she is CEO, Coppola's session is all about what she wishes she'd known back when she was a CMO.
Chief Executive Officer
Decathlon

A Shared Language and Vision for Growth – How CMOs Talk CFO

The most effective CMOs know that they need to speak the CFO's language, not the other way around. Rex Briggs, perhaps the greatest inventor of marketing measurement today, has spent two years on Project ROMI, the definitive “translation for CMOs to talk CFO.” Rex will interview a CFO and leading marketer about what they’ve found in translation.

Chief AI Officer, Claritas
SME, MMA Global
CFO
Vox Media
Media Director
Kroger

Data-Driven Marketing Org Transformation at AT&T

Designing the Marketing Organization is a process that requires intense research and data-driven rigor. Guided by the Professors at MarCaps and informed by the latest evidence-based research, AT&T has been transforming its Marketing Organization over the past several years. Kellyn Kenny, Chief Marketing and Growth Officer at AT&T, will share her experiences and learnings from this massive endeavor.
Chief Marketing & Growth Officer
AT&T
Former Global Chief Marketing Officer
Uber

10:30 AM – 11:00 AM

Networking Break

Grab a snack and stop by the Coffee Cart for your favorite coffee beverage. Take this time to meet other attendees, speakers, and IAS.
In Partnership With:

11:00 AM – 12:45 PM

Showing Up and Breaking Through with Storytelling and Personalization

President, Global Advertising
Disney
President of Direct-to-Consumer, Disney Entertainment
The Walt Disney Company

BRANDNOMIC$: Getting to CMO/CFO alignment on the ROI of brand

For the first time ever, Ally’s CMO and CFO take the stage together to discuss how Marketing and Finance can successfully align on the true economic value of Brand, as well as the role of hard evidence from quality measurement studies like BAP in optimizing investment allocation.

Chief Marketing and Public Relations Officer
Ally Financial
CFO of Consumer & Commercial Banking
Ally
Moderator
SVP – Head of Industry Research
MMA

Organizing for New Growth – Leveraging the Full Potential of GenAI in Your Organization

Learn how to design a GenAI adoption strategy to leverage its full potential, regardless of your starting point. In this session we will share academic research with feedback from marketing executives at GM, Adobe, Kellanova, and Home Depot. Organizations can use these research findings to create a GenAI adoption map that will help guide their decisions for where to embed GenAI into marketing. Join us as we explore the new ways of thinking that will be required to create business impact from GenAI.

Professor of Practice in Marketing
Goizueta Business School, Emory University

Three Priorities for CMOs in the Age of Generative AI

The transformative potential of generative AI to reshape marketing is immense, so how can we make well-informed decisions about where to direct our efforts and investments to responsibly adopt this technology? Adobe's Eric Hall will share three key insights that CMOs can leverage now to enhance growth and customer impact.
SVP and CMO, Digital Experience
Adobe
In Partnership With:

12:45 PM – 2:00 PM

Networking Lunch

After an inspiring and insightful morning of talks and panels, enjoy a networking lunch sponsored by Adobe. This is also a great chance to connect with other attendees, speakers, and experts, and exchange ideas, insights, and feedback. Don't miss this opportunity to expand your network and deepen your knowledge of the latest trends and innovations in marketing and AI.
In Partnership With:

2:00 PM – 2:50 PM

Deep Dive Sessions

Constructing the Customer Journey

Brands struggle to build and monetize relationships because customers are dynamic. They’re omnichannel shoppers whose identifiers are constantly changing. Join our discussion about the impact and best practices of bringing data together to drive revenue and profitability.
SVP, Head of Marketing
Amperity
Interim CEO
Amperity
Group Vice President, Digital Marketing & CRM
SPARC Group
In Partnership With:

Marketers’ Critical Inflection Point with CTV

As TV speeds toward its fully digital future – today less than half of US households still have cable – streaming's position in our marketing mixes is significant and growing. So how do leading marketers fully realize the opportunities and innovations that CTV has to offer? From leveraging interactive, highly relevant ads for diverse audience segments, to measuring campaign impact and continuously optimizing for performance – and doing it all at scale – join the discussion on unleashing CTV’s impact today.
CMO
Innovid
In Partnership With:

2:50 PM – 3:00 PM

Networking Break

In Partnership With:

3:00 PM – 3:50 PM

Deep Dive Sessions

How will AI transform the CMO's role in the C-Suite?

Explore the dynamic role of AI in reshaping the C-Suite through the lens of a Chief Marketing Officer. Discover how AI's predictive analytics, customer insights, and automation tools are not just augmenting the CMO's toolkit but also transforming their strategic influence in the boardroom. This is an essential discussion for CMOs looking to leverage AI for competitive advantage and organizational influence.
Corporate Vice President, Global Industry Solutions
Microsoft
In Partnership With:

Is the trade-off between Short- & Long-Term rooted in a myth?

Ensuring that marketing delivers not just in the short-term but also in the long-term is the holy grail for every CMO. Join Michael Schoen, EVP of Marketing Solutions at TransUnion, and top marketers to go deeper following this morning's BRANDNOMIC$ session, discussing how brands can achieve the optimal balance between brand and performance advertising, despite the headwinds of today’s complex marketing environment.
EVP / GM, Marketing Solutions
TransUnion
Chief Marketing and Public Relations Officer
Ally Financial
In Partnership With:

5:30 PM – 8:30 PM

Cocktails, Dinner & Live Entertainment

Artesa Winery / *Guests welcome to join


We'll be dining at Artesa, a winery established in 1991 by Spain's oldest winemaking family. With breathtaking views of Los Carneros, Artesa combines old and new-world techniques to produce exceptional estate-grown wines. The winery's modern architecture, inspired by Barcelona, beautifully showcases the natural beauty of the Mt. Veeder foothills, making it the perfect place to enjoy wine, art, and culture.

In Partnership With:

9:00 PM

After Party Crush Bowling Lounge

*Guests welcome to join
Enjoy a night of fun and entertainment at Crush Bowling Lounge, located on the Meritage property. This is the ultimate after-party destination, where you can bowl, play pool, or just network with fellow CMO & CEO Summit attendees. There will be delicious snacks and a full bar to keep you going.
In Partnership With:

Tuesday, July 23, 2024

6:30 AM – 7:30 AM

Morning Yoga

*Guests Welcome to Join
Start your day with a refreshing and relaxing yoga session on the Vineyard Deck, overlooking the scenic vineyards and Napa Valley. This class is suitable for all levels of experience and will help you stretch your muscles, calm your mind, and energize your spirit. Bring your own mat or borrow one from us. Namaste!

7:30 AM – 9:00 AM

Insights Breakfast

Kick off Tuesday with another delicious hot breakfast and coffee on the Lawn. This is a great opportunity to network with other attendees, speakers, and sponsors, and get ready for an exciting day of learning and inspiration.
In Partnership With:

Insights to Elevate: Marketing's Role in Value Creation

Marketing plays a critical role in business success, but many leaders struggle to quantify its impact. Delve into Analytic Partners’ latest insights that demonstrate how marketing drives value and influence, and how to elevate these insights into powerful C-suite conversations around data-driven decisioning, strategic planning and business growth.
President & CEO
Analytic Partners

9:00 AM – 11:10 AM

General Session

Opening Remarks

CEO
MMA Global

Winning the Bot Wars

Joshua Browder has been called the "Robin Hood of the Internet," using AI driven robot lawyers to navigate corporate and government bureaucracy on behalf of consumers. Is your business ready to face the army of consumer bots that are inevitably coming your way?!?!
Founder & CEO
DoNotPay
Moderator
CEO
MMA Global

AI Innovation Meets Its Accountability Moment

The world's biggest tech companies and startups with booming valuations are all competing to win the AI race, capturing market share – and billions in potential revenue – along the way. But as this technological contest reaches a fever pitch, the AI industry is also finding itself in the crosshairs of legal threats, regulatory pressure, and more than a few ethical dilemmas. Join Hard Fork hosts Kevin Roose and Casey Newton, in conversation with Katie Drummond, WIRED's Global Editorial Director, as they discuss the most notable innovations in AI, who's winning and who's falling behind, and where clients and consumers need to cast a careful eye as AI seeps into every corner of their industries – and their lives.

Tech Columnist, Co-host, Hard Fork
The New York Times
Founder and Editor, Co-host, Hard Fork
Platformer
Moderator
Global Editorial Director
WIRED

Movable Middles Growth Framework (MMGF): New Thinking on Advertising Targeting to Hack Short- and Long-Term Growth

The decades-long struggle between pursuing long-term growth and achieving short-term sales is rooted in a myth. What if “going broad for the brand and targeted for performance" is wrong? Join this session to see how we’re challenging marketers to adopt a new audience strategy focused on the Movable Middles, how it compares to other audience targeting approaches, and how it can help drive repeatable success.

SVP – Head of Industry Research
MMA

10:10 AM – 10:25 AM

Networking Break

Grab a snack and stop by the Coffee Cart for your favorite coffee beverage.
In Partnership With:

10:25 AM – 11:30 AM

General Session

Prepare Yourself for the Five Key Ways Marketing Will Never Be the Same

Join Shelly Palmer, AI Marketing’s Human LLM, as he makes some harsh predictions about AI winners and losers. Discover how AI-driven personalization, predictive analytics, automated content creation, dynamic pricing, and enhanced customer engagement will change marketing forever. Learn how AI will also make marketing more human, fostering deeper customer relationships. Shelly will outline critical steps to stay competitive in the AI-driven landscape and present insights into challenges like AI job displacement, data privacy nightmares, deepfakes, hyper-personalization backlash, and the death of link-based search. Don’t miss this chance to stay ahead on the AI curve.
CEO
The Palmer Group

The Insanely Great Outcomes of AI-Powered Advertising Personalization

MMA’s Consortium for AI Personalization (CAP) is driving dramatic digital marketing impact by leveraging this revolutionary new AI use case. Of the eight experiments so far, the average boost in performance is 2.5x. While incredibly powerful, we still don’t fully understand the magic and mystery of AI – but we’ll try to explain with the help of our collaborators at Major League Baseball and Shell.

EVP, CMO
Major League Baseball
General Manager, Brand Marketing
Shell
Chief AI Officer, Claritas
SME, MMA Global
Moderator
CEO
MMA Global

From Three Months to Three Prompts: Is AI Set to Transform the Market Research Process?

The promise of AI personas is faster insights and improved decision making for marketers. Instead of waiting for weeks or months, a CMO can now instantly test a hypothesis. But with what level of accuracy?

The MMA has teamed up with Media.Monks to work with Kraken, the NFL and other organizations on a series of experiments to test the validity and precision of these new approaches. Join us to hear the preliminary, never before shared results of this exciting new research.

SVP – Head of Industry Research
MMA
Founder, MediaMonks &
Executive Director, S4 Capital Group

11:30 AM – 12:30 PM

Lunch

A grab-and-go lunch is provided so you’ll be ready for your afternoon activity!

12:30 PM

Napa Valley Experiences

Golfing at Silverado Resort

Play a round of golf at the Silverado Resort, set amidst the rolling hills of Napa's wine country. The South Course is perfect for golfers who prefer a more relaxed pace. Rental clubs are available upon request.
In Partnership With:

Safari West Adventure, Family-Friendly

Visit the Serengeti in the heart of wine country! Hop in a custom safari truck and discover a 400-acre wilderness with over 900 animals. This is a truly unique opportunity for the whole family to experience the animals of Africa.

1:00 PM

Wine Tasting at Covert Estate

Join us for a wine tasting at Covert Estate, a hidden gem nestled in the heart of Coombsville, Napa Valley. Using traditional Bordeaux techniques and California creativity, Covert Estate produces small batches of exquisite wines. This is a limited capacity event.
In Partnership With:

Culinary Experience

Participate in an onsite culinary experience at the Meritage Resort’s Food and Wine Center. With interactive workstations, you’ll showcase your kitchen skills in a chef-led canape competition with fellow Summit attendees.
In Partnership With:

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MMA Global
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