Agenda | MMA

Tuesday, April 6, 2021

11:00 AM – 11:05 AM

Welcome remarks

11:05 AM – 11:35 AM

Session 1

Growth Through Agility

For some businesses the pandemic minimally disrupted or in some cases fueled growth; however, this was not by accident. These companies doubled down on tech and ecommerce innovations, leaned on new ways to serve their customers and acted with agility. This panel will showcase brands that out-performed amid disruption by integrating new technologies, introducing new products and services to provide an omnichannel consumer experience and sharing their thoughts on what the new rules of engagement will be for what comes next.

Additional Panelists to be announced.

VP of Marketing at Walmart
Walmart+, Mobile, and Pickup & Delivery
SVP, Head of Brand, Community, Channel, and Field Marketing
TD Bank

11:35 AM – 12:00 PM

Session 2

12:05 PM – 12:30 PM

Sponsored Breakouts

The Forgotten Power of Creative

Over the past ten years, our industry has favored clicks and downloads over delivering messages of value. As data deprecation takes hold, identifiers disappear, and privacy regulations grow, it’s going to become harder than ever before to connect with consumers in meaningful ways. To move forward, marketers everywhere need to break the cycle and leverage advanced technology to accelerate the most human part of marketing: creative. Join this session to hear real-word case studies about how today’s supercharged AI can win back hearts and minds and drive our industry - and the world - forward.

Head of Marketing
IBM Watson Advertising and Weather
Design Principal, Head of AI Ad Product Design
IBM Watson Advertising
In Partnership With:

Breakout 2

12:30 PM – 12:45 PM

Networking Break

Dedicated time to meet with event partners


12:45 PM – 1:15 PM

Session 3

Keeping Pace with Today’s Evolving Consumer Mindset

Consumers sudden adoption of new technologies have shaped new behaviors in consumption and spending habits. Understanding which of these behaviors will stay and which ones will fade, as consumers’ return to a semblance of normal, will be crucial to a brands' future success. This session brings together brands and experts for a conversation around the changes they are seeing in consumer behavior, its effect on marketing messaging, and insights into how they keep pace with rapid - changing cultural and consumer trends.

Additional panelists to be announced.

Chief Strategy Officer
Leo Burnett/Chicago
Chief Marketing Officer
NerdWallet

1:15 PM – 1:40 PM

Session 4


1:40 PM – 1:50 PM

Networking Break

Dedicated time to meet with event partners


1:55 PM – 2:20 PM

Sponsored Breakouts

Breakout 3

In Partnership With:

Breakout 4

2:25 PM – 2:55 PM

Session 5

​Preparing for a World of New, Privacy First Identifiers 

2021 is bringing big changes to the marketing ecosystem. Marketers must prepare for the impact IDFA changes and a cookie-less future will have on their ability to create deeper consumer interactions, while still respecting their privacy. This panel brings together marketers for a discussion on how they are planning to drive success without third-party cookies, what alternative solutions and media strategies they are considering, ​and the role first-party data will play in continuing to personalize and understand performance going forward.

 

Additional panelists to be announced

Global Head of Personalization
McDonalds
Moderator
Owner
Cunningham.Tech Consulting

2:55 PM – 3:00 PM

Closing Remarks


Wednesday, April 7, 2021

11:00 AM – 11:05 AM

Welcome Remarks

11:05 AM – 11:30 AM

Session 1

Mass Personalization, MyWalgreens and the Future of Marketing

Walgreens is leveraging digital tools to better meet customers’ needs, build loyalty through personalization and improve its customers’ overall health and well-being. In this session, Alyssa Raine, Group Vice President of Customer Marketing Platforms at Walgreen's will share how it harnesses its first-party data to deliver individualized experiences at scale and how it has reimagined its loyalty program​ to create a first-of-its-kind customer engagement platform. She will also talk about how the pandemic accelerated its digital transformation goals and where she sees it evolving in the future. 

Group Vice President of Customer Marketing Platforms
Walgreens

11:30 AM – 12:00 AM

Session 2

Brands as a Force For Good

For many of today’s conscious consumers purchase decisions are more than just transactional. It is an extension of their views and beliefs, and they expect brands to use their platform to speak up on important social issues and causes to help drive societal change. Hear how Lush Cosmetics NA and P&G are authentically connecting with consumers on important social issues, the role brand activism plays in their marketing, and how business can be a force for good.

Additional panelists to be announced.

Ethical Campaigns Specialist
LUSH FRESH HANDMADE COSMETICS North America
Senior Director, Global Brand Building & Media Innovation
P&G

12:05 PM – 12:30 PM

Sponsored Breakouts

Breakout 5

Breakout 6

12:30 PM – 12:45 PM

Networking Break

Dedicated time to meet with event partners


12:45 PM – 1:10 PM

Session 3

How GE Leaned into Purpose to Refresh its Brand

As a sponsor of the 2020 Summer Olympics, GE was set to unveil its new tagline in front of a global audience when the event was postponed. It’s new tagline “Building a World that Works” had been in develo PMent for months when the pandemic hit. Instead of abandoning months of work, GE leaned into its brand purpose to reset and rethink how the creative would adapt to these challenging times. In this session, Zara Mirza, Director Global Brand at GE will share how its customer - centric approach informed their messaging, how the campaign came to life across different channels, and lessons learned from the process.

Global Head of Brand Marketing
GE

1:10 PM – 1:35 PM

Session 4

The Coca Cola Company Chair, Professor of Marketing
The University of Georgia, The Terry College of Business

1:35 PM – 1:50 PM

Research Interstitial


1:50 PM – 2:00 PM

Networking Break

Dedicated time to meet with event partners


2:00 PM – 2:25 PM

Session 5

A Moment to Reset: Key Media Consumption Trends for Advertisers’ Success Now and in the Future

The pandemic caused a major shift in how, where, and when consumers are connecting with brands and their content. 87% of AMericans say they’re consuming more content – mostly via broadcast TV, online videos, and online TV stre AMing. From big screens to little screens, brands need to know which of these behaviors are temporary and which are here to stay. In this session, Beth - Ann Eason, Managing Director, Senior Digital Transformation Executive at Accenture Interactive will share where advertisers should focus right now, how to rethink the entire customer journey - digitally, and prepare for the future.
Managing Director, Senior Digital Transformation Executive
Accenture Interactive

2:25 PM – 2:55 PM

Session 6


2:55 PM – 3:00 PM

Closing Remarks


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