Agenda | Mobile Marketing Association

Wednesday, November 6, 2019

8:00am – 8:50am

Registration & Networking Breakfast


8:00am – 6:30pm

Exhibit Hall Open


8:50am – 9:00am

MMA Welcome Remarks

9:05am – 9:40am

Opening Keynote

Face to Face: The Art of Human Connection

As technology takes on a bigger and bigger role in our lives, no machine will ever be able to replace the unique and powerful benefits of speaking face to face and forging in-person relationships. With his flair for intriguing stories, Grazer reveals what he’s learned through interactions with people like Bill Gates, Taraji P. Henson, George W. Bush, Barack Obama, Eminem, Prince, Spike Lee and the Afghani rapper activist Sonita: that the secret to a bigger life lies in personal connection. In a world where our attention is too often focused downward at our devices, Grazer argues that we are missing an essential piece of the human experience. Only when we see face to face, able to look one another in the eyes, can we form the kinds of connections that expand our world views, deepen our self-awareness, and ultimately lead to our greatest achievements and most meaningful moments. If you really want to expand your world, spike your creativity, win a negotiation and create exciting opportunity and adventure, the answer is personal connection.

Legendary Hollywood Producer & Bestselling Author
Moderator
Deputy Editor, Arts & Entertainment
Los Angeles Times

9:40am – 10:10am

The Future Of Travel: How Marriott Reinvents The Guest Experience

Marriott International never stops looking for inventive ways to serve its customers. To be the world’s favorite travel company in today’s hyperconnected and fragmented world, it is rewarding loyalty, removing friction from the guest experience and enabling the pursuit of passions through content and experiences. Hear Marriott International’s Global Marketing Officer, Karin Timpone provide insights around the role of loyalty programs and social media, real-world partnerships in a virtual world, how it orchestrates billions of messages to consumers a year, and the future of mobile apps.

 

Global Marketing Officer
Marriott International

10:10am – 10:40am

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’s 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

10:40am – 11:15am

Networking Break

Innovation Lab (Exhibits)

In Partnership With:

11:20am – 11:50am

Hosted MasterClass

The Future of Marketing: Better Data, Behavioral Paradigms, and the New Science of Thriving Among Giants

New data are ushering in new paradigms in marketing. Author and data-driven storyteller Dr. Stephen Kraus will explore how the digital world has historically been shaped by its tendency to measure what is easy, rather than what is truly impactful. Discover new data sources to peer behind walled gardens and quantify what consumers really do on sites like Google, Amazon and Facebook. Explore how the democratization of data will level the playing field and move digital away from paradigms based on views and impressions, and toward transaction-based ecosystems.

Head of Digital Insights
Jumpshot
In Partnership With:

11:55am – 12:25pm

Hosted MasterClass

Data and Privacy: Consumer Perceptions and Concerns

In today’s increasingly connected world, consumers are more aware than ever that data is generated, collected and used to shape both their digital and physical experiences. At the same time, there’s a general sense of confusion and uncertainty about what goes on behind the scenes to enable these experiences. In this session, Lina Miranda, Director of Product Marketing at Factual and Dr. Jorge Abram Barraza, Assistant Professor of Consumer Psychology at University of Southern California (USC) will discuss new research findings that reveal consumer sentiment around data privacy and the use of data to personalize advertising. 

Assistant Professor of Consumer Psychology
University of Southern California (USC)
SVP of Sales
Factual
In Partnership With:

12:30pm – 1:40pm

Networking Lunch

Innovation Lab (Exhibits)


1:45pm – 2:00pm

The Ugly Truth of Mobile Ad Fraud

Estimates on the cost of ad fraud are too low. With more than 70% of mobile campaign data signal failing Kochava's fraud protection filters, the problem is far greater than most brand marketers realize. Grant Simmons, Director of Client Analytics at Kochava will share what you can do to fight back. ​

Director of Client Analytics
Kochava
In Partnership With:

2:00pm – 2:40pm

How Mobile Apps Are Changing the World

Mobile apps have shaped the way we live our daily lives. Today there is an app for everything and while many focuses on entertainment or productivity, there are a category of apps whose mission is to tackle bigger social issues. This rapid-fire session features companies who have developed apps to help feed the less fortunate one photo at a time, automate savings to fund bail relief and reduce the impact of incarceration on society, and help kids realize their full potential by providing safe transportation. Don't miss this inspirational session on how mobile is shaping the future.

Co-Founder & Creative Director
Appolition
Founder and CEO
GiftAMeal
CEO, President and Co-Founder
HopSkipDrive

2:40pm – 3:15pm

What It Takes To Be A Brand Innovator Today

The world of media and technology is changing at lightning speed. This is challenging marketers to constantly develop tools and skills to keep pace with today’s consumer. Pepsico, Barclays US and National Geographic will join us for a frank discussion on what it means to be a brand innovator, how to promote a culture of innovation, the role of technology, and how today’s mobile-connected consumer is driving brand innovation. Speakers will share tips and insights that you can use to drive innovation for your brand.

Head of Media Partnerships and Innovation
PepsiCo North America Beverages
SVP, Marketing & Brand Operations
National Geographic Partners
Vice President of Digital Capabilities and Platform Migration
Barclays US
Moderator
Chief Strategy Officer
Mobile Marketing Association

3:20pm – 3:50pm

Networking Break

Innovation Lab (Exhibits)

In Partnership With:

3:55pm – 4:25pm

The New Doctor House Call

Heal, an app for on-demand healthcare, is disrupting the healthcare industry by offering timely and convenient medical care that brings doctors directly to the patient. The nostalgic doctor house call has been reimagined with telemedicine and remote monitoring solutions to provide doctors with a more comprehensive view of the patient. In this session, Heal's Medical Director, Dr Justin Zaghi will discuss how this innovative business model has many benefits and is revolutionizing healthcare by using technology to bring back the human touch.​​

Medical Director
Heal

4:25pm – 4:55pm

Nat Geo’s 130 Years of Immersive Storytelling

At a time when older brands struggle to keep pace with today’s evolving media landscape, National Geographic continues to connect and stay relevant by way of dynamic storytelling, immersive brand experiences and a social media presence that rivals the world’s biggest stars. I​n this session, Marcelo Galdieri, SVP of Brand Management will share how National Geographic Partners is harnessing the power of its iconic yellow border and purpose-native mission to inspire the inner explorer in all of us and use their brand reach to create a more sustainable future for all.​

SVP, Marketing & Brand Operations
National Geographic Partners

4:55pm – 5:00pm

Closing Remarks


5:00pm – 6:30pm

INNOVATE / SMARTIES Reception

In Partnership With:

6:30pm – 9:00pm

SMARTIES Celebration of Talent

A top-ten finalist on Last Comic Standing, Francisco Ramos continues to flourish as an actor and voice-over artist. He has starred in the TV series "Angie Tribeca" from Steve Carell, Netflix's "Lady Dynamite", Showtime's "Shameless" and voicing the role of Marmoset in the animated film "RIO" with Anne Hathaway and Jesse Eisenberg. His HBO special "Entre Nos" debuted last summer, and it is now in its 4th installment. He has also appeared on Jimmy Kimmel Live several times and will be seen in a new Netflix show coming out early next year entitled “Gentefied” as well as the animated hit show on Cartoon Network “Victor and Valentino”. Join us for an amazing night!


The show begins with a cocktail reception followed by a seated dinner for ticketed guests.

Individual ticket: $299
Get Your Tickets Now

For information on buying a full table, please email Sheryl Daija at [email protected].

Comedian

Thursday, November 7, 2019

8:00am – 9:00am

Registration & Networking Breakfast


8:00am – 3:30pm

Exhibit Hall Open


9:00am – 9:10am

MMA Remarks

9:10am – 9:15am

MMA Host Remarks

9:15am – 9:45am

Marketing in the Third Connected Age

If the first age of connection was built around search and e-commerce and the second around mobile and social, the next age will be built around AI, IOT, Voice Interfaces and 5G. How can marketer and organizations prepare to thrive in this Third Connected Age. Rishad Tobbacowala, Chief Growth Officer at Publicis Groupe will share a forecast for the future, outline key organizational and personal re-inventions that will be necessary and much more.

Chief Growth Officer
Publicis Groupe

9:45am – 10:00am

What Neuroscience and Movies Have Taught Me About Advertising in Mobile

Does our brain processes information differently in mobile? Is more time better for mobile ads? What is the one thing that failing ads have in common? The answers to these questions may surprise you. In this session Vas Bakopoulos, SVP, Research and Insights at the MMA, will present new findings from a neuroscience and eye-tracking study and will discuss its implications in terms of creative and media planning.

SVP – Head Industry Research
Mobile Marketing Association

10:00am – 10:30am

Why You Must Earn Attention No Matter the Budget Size

We live in an environment in which attention is something that must be earned and in digital, 66% of advertising effectiveness comes from the content. Marketers can no longer purchase eyeballs in the way they used to and instead need a holistic media and content approach backed by data. VaynerMedia's Chief Media Officer Jeff Nicholson, and Teads' Global VP of Teads Studio Bertrand (Coca) Cocallemen will discuss how to merge data, media, and creative strategies in order to capture attention and build relationships with consumers in an authentic way. 

Global VP, Creative Direction
TEADS
Chief Media Officer, VaynerMedia & CEO
Tracer
In Partnership With:

10:30am – 11:05am

Networking Break

Innovation Lab (Exhibits)


11:10am – 11:40am

Hosted MasterClasses

Hosted MasterClass

Innovation in Location: “What’s New” and “What’s Next” in Location to Grow your Business

Location data is being used by leading brands to discover opportunities, reach new audiences and markets, and drive sales. From discovering the high impact (and easy) way brands are using location data for optimization to why more companies are taking data in-house, join Duncan McCall, CEO of PlaceIQ as he shares some of the emerging location use cases trending today, along with actionable insights to implement immediately.

CEO & Co-Founder
PlaceIQ
In Partnership With:

11:45am – 12:15pm

The Future is Video

Named to Fast Company’s “Most Innovative Companies” list, Group Nine is a mobile-first visual storyteller reaching and engaging a massive audience of largely millennials, through content that inspires, unites, and sparks action — online and IRL. In this session, Group Nine President Christa Carone presents fresh data about what young adults care about and what motivates them, with eye-opening insights about digital behavior and emerging content and consumption trends. She will also share her astute perspective on where the future of video is headed, and where massive opportunity awaits.​

President
Group Nine Media

12:15pm – 1:15pm

Networking Lunch


1:20pm – 1:50pm

A MMA MOSTT Research Study

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

This session shares key findings from a year-long study of changes in marketing capabilities by firms seeking to compete more effectively in today’s increasingly technology-led environment. Join Shubu Mitra as he shares a new model for the organization of marketing work centered on the development of value stacks, the creation of organizational links​, and the design of learning loops. The presentation will provide examples of how the development of these emerging practices vary across firms, and insights to select the right model for your organization.​ 

COO
MarCaps LLC
In Partnership With:

1:50pm – 2:20pm

Harnessing the Power of Innovation In-house

Many brands today build innovation labs as a way to generate new ideas, reimagine the customer experience, and create a culture of innovation to keep pace with today’s technology. Hallmark Labs has accelerated its efforts to adapt to the changing competitive landscape by moving from a commerce-centric model to a consumer-centric model. Discover how this pivot necessitated a behavioral change across the entire organization and how it engaged with consumers.

Senior Vice President and General Manager
Hallmark Labs

2:20pm – 2:25pm

Passport to Prizes Winners Announced


2:25pm – 2:55pm

Navigating the World of Esports

eSports is experiencing explosive growth. The fledgling industry, which saw 380M viewers and $690M in revenue in 2018, will nearly triple its revenue to $1.8B with 600M active viewers by 2021. While esports attract a hyper-social, millennial fanbase, not all esports fans are alike and brands need to create separate communications strategies based on game and audience. Join Activision Blizzard Esports, CMO Daniel Cherry III as he shares how brands can breathe new life into their brand story through the on and offline world of esports. ​

Chief Marketing Officer
Activision Blizzard Esports

2:55pm – 3:00pm

Closing Remarks


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