Agenda | MMA

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Monday, May 18, 2020

7:30 AM – 9:00 AM

Registration & Continental Breakfast


9:00 AM – 9:10 AM

Welcome from MMA

9:10 AM – 9:15 AM

MMA Brand Ambassador Opening Remarks

9:15 AM – 9:45 AM

How a Timeless Fashion Brand Adapts to the Future of Marketing

Calvin Klein stands the test of time as one of the world’s most iconic fashion brands. But how does a brand with such high awareness adapt to changes in the marketing realm? In this assembly, Brigitte King, Chief Consumer Officer for Calvin Klein, Inc. and EVP, North America Digital Strategy & Operations for PVH Corp., will discuss trends shaping the future of marketing, ways to bring data-driven decisions into marketing activations, and the new way in which these activations come to life. During the session, she will share how a timeless brand adjusts to modern marketing and stays relevant in a consumer centric world.
Chief Consumer Officer, Calvin Klein, Inc. &
EVP NA Digital Strategy & Operations, PVH

9:45 AM – 10:15 AM

Session 2

EVP, Head of Integrated Marketing
Wells Fargo & Company

10:15 AM – 10:45 AM

Session 3

How a 106-Year Old Brand is Building its Own DTC Business

To strengthen its relationships with individual shoppers, the Clorox Company is prioritizing its direct-to-consumers channels and combining the resources of a CPG brand with the growth mindset of a startup. In this session, Vivian Chang, VP Growth, nutranext DTC at The Clorox Company will share how it is building direct communication with shoppers, discuss the realities of driving for brand and e-commerce performance and insights into how it is approaching DTC differently from its competitors.
VP Growth
Nutranext DTC, part of The Clorox Company

10:50 AM – 11:20 AM

Networking Break


11:25 AM – 12:10 PM

Breakout Sessions

Measurable at Last: How location intelligence closes the Loop between OOH Ads and App Downloads

For their March Madness Campaign, Turner Media Group planned an Out-of-Home campaign in four key markets with the goals of increasing consumption of NCAA March Madness and ​amplifying engagement through downloads of the NCAA March Madness Live app, bracket completions, and live video streams. Join Emily Smith, Director Customer Success, Cuebiq and Trevor Hamilton, VP Sales - Measurement, Targeting, Blockchain, Kochava as​ they explore how location intelligence enabled Turner to attribute OOH media performance to app downloads.
Director Customer Success
Cuebiq
VP Sales - Measurement, Targeting, Blockchain
Kochava
In Partnership With:

Breakout Session #2

Breakout Session #3

12:15 PM – 1:20 PM

Lunch


1:25 PM – 1:55 PM

Session 4

How Acorns is Helping a New Generation Save and Invest for Their Future

Acorns is a mission driven company whose goal is to simplify the act of investing to help customers build wealth over time. This careful attention to the financial wellness of everyday Americans, plus creative collaborations with Lil Nas X and other celebrities has helped Acorns attract over 6 million customers to their micro-investing app. In this session, Babak Farrokh-Siar, Vice President, Head of National Business Development at Acorns will share how he is creating a brand for today’s socially conscious consumer, teaming up with other brands to drive engagement and loyalty and building partnerships that are improving the financial lives of everyday Americans.
Vice President, Head of National Business Development
Acorns

1:55 PM – 2:25 PM

Session 5

Innovation & Automation: How Samsung is Connecting with Gen Z in a New Way

Gen Z is the first generation that has never known a world without smartphones or the internet and they will represent 40% of consumers this year. Samsung wanted to attract this new generation by co-creating stories that created real value and earned their attention. In this session, Lyle UnderKoffler, Vice President, Digital Marketing at Samsung Electronics America will discuss how it developed a new approach to partnering with influencers, leveraged dynamic content optimization to automate marketing, and built a new community platform that gave Gen Z the tools they needed to connect, inspire, and learn from each other.​
VP Digital Marketing
Samsung

2:30 PM – 3:15 PM

Breakout Sessions

Breakout Session #1

Breakout Session #2

Breakout Session #3

3:20 AM – 3:45 PM

Networking Break


3:50 PM – 4:20 PM

Session 6

How SilverSneakers® Transformed from B2B to B2C with America’s Most Valued Consumer

As approximately 11,000 women and men turn 65 years old each day in the United States, and consumers aged 50 and older control 70 percent of the disposable income in the country, SilverSneakers®, America’s leading community fitness program for seniors, saw the benefit of moving beyond its traditional B2B marketing model to communicate directly with consumers. In this session, Arra G. Yerganian, Group Chief Experience & Brand Officer at Tivity Health, will share the success of SilverSneakers as it embarked on its first-ever integrated consumer campaign, where all facets of the media mix were utilized to drive member growth including television, digital, social, and content management. He will also discuss how the brand continues amplify its voice through improved performance and brand loyalty building efforts.
Group Chief Experience and Brand Officer
Tivity Health

4:20 PM – 4:50 PM

Session 7

How Blueland is Building a Planet First Brand for the Masses

How do you get customers to care about a brand that is out to save the planet? For a brand reimagining cleaning products that are better for your home and planet, it’s about galvanizing their customers and leveraging consumer insights to create relevant messaging across owned, earned and mass media channels. Join Gina Pak, Founding Member and head of marketing at Blueland as she shares how the brand is identifying community-focused messages that engage customers in conversation about their mission, as much as their products, and capitalizes on testing and iteration methodologies to keep acquisition costs low.
Founding Member and Head of Marketing
Blueland

4:50 PM – 4:55 PM

Closing Remarks


5:00 PM – 6:00 PM

Networking Reception


Tuesday, May 19, 2020

8:00 AM – 9:00 AM

Registration & Continental Breakfast


9:00 AM – 9:05 AM

Welcome from MMA

9:05 AM – 9:10 AM

Welcome from Host

9:10 AM – 9:40 AM

Keynote Session


9:40 AM – 10:10 AM

Session 2


10:10 AM – 10:50 AM

Session 3


10:50 AM – 11:20 AM

Networking Break


11:25 AM – 12:10 PM

Breakout Sessions

Breakout Session #1

Breakout Session #2

Breakout Session #3

12:15 PM – 1:15 PM

Lunch


1:20 PM – 1:50 PM

Session 4

When To Get Out Of Your Own Way – What e.l.f. Cosmetics Learned in Content Creation For New Media

For years e.l.f. Cosmetics had enjoyed strong growth and an engaged consumer following. However, with revenue stagnant in 2018, it realized it was losing its voice in a crowded, noisy, socially-driven beauty market. In this session, Ingrid Cordy, Vice President, Global E-Commerce & Customer Experience at e.l.f. Cosmetics will talk about how it reignited its core super-powers while creating new strengths, doubled down on digital, and worked with new platforms, like TikTok, to amplify its brand story and stay relevant.
Vice President, Global E-Commerce & Customer Experience
e.l.f. Cosmetics

1:50 PM – 2:20 PM

Session 5


2:20 PM – 2:50 PM

Session 6


2:50 PM – 3:05 PM

Networking Break


3:10 PM – 3:15 PM

Passport to Prizes Announcement


3:15 PM – 3:45 PM

Session 7


3:45 PM – 4:15 PM

Session 8


4:15 PM – 4:20 PM

Closing Remarks


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