Agenda | MMA Global


Monday, September 28, 2015

7:30 AM – 8:30 AM

Registration & Networking Breakfast

8:00 AM – 6:15 PM

Exhibit Hall Open

8:30 AM – 8:40 AM

MMA Welcome Remarks

The Ballroom

8:40 AM – 8:45 AM

MMA Chair Remarks

The Ballroom

Former President, Global Marketing and Innovation

8:45 AM – 9:30 AM

The Ballroom

Leading with Creative Confidence

Creativity has become a key success factor for companies of all kinds, and Tom Kelley will show how creative methodologies like design thinking can contribute to innovation and growth. Drawing on research from his New York Times bestseller, Creative Confidence, Tom’s presentation will cover three themes in the creative process:

  • Blending technology with humanity at the front end of innovation, so that design and innovation resources focus on areas of human need
  • Using experimentation to reduce the cost of failure and gain valuable learnings before the launch of a new idea
  • Leveraging the power of storytelling to communicate your message and accelerate the adoption of innovations
General Manager

9:30 AM – 10:00 AM

The Ballroom

The Effect of Mobile on Music — Artists, Fans and Brands

Mobile has transformed the way fans consume music, express their fandom and engage with their favorite artists, while giving brands a whole new way to participate in these connections.  Vevo will share insights from the inaugural Vevo Music Fan Report and facilitate a riveting discussion with industry experts about how mobile is transforming the relationships between artists, fans and brands.  Industry leaders will discuss how mobile and social are influencing music discovery, fan engagement, and artists' promotional cycle. 

VP of mobile strategy
Horizon Media
Chief Revenue Officer
VP Digital Commerce
Republic Records & Island Records
Vice President, Branded Music
Vice President, Research

10:00 AM – 10:15 AM

Special Performance

With 10 Million+ followers on Twitter, 13 million fans on Facebook, and over 1 billion views of her music videos on Vevo, we're thrilled to have Grammy nominated, singer-songwriter Carly Rae Jepsen perform live for our attendees at this year's MMA SM2 Innovation Summit.

Carly Rae has been delivering perfect pop since her 2012 debut album Kiss, and her multi-platinum selling breakout hit "Call Me Maybe". Get ready to be dazzled by her performance and hits from her current album E•MO•TION.

In Partnership With:

10:15 AM – 10:40 AM

Networking Break

10:40 AM – 11:40 AM

Marketer Workshops

The Power of Place When It Matters Most


We have been told that a person’s current, past or present location behavior can be a powerful indicator of intent or even an better indicator of who they are.  Data that marketers have been using to increase the performance of their mobile campaigns by 2-3 times the average.  However, can this powerful location data set and the concept of right place / right time actually be used when it matters most – when a child is abducted or goes missing?  During an interactive workshop, Federation of Internet Alerts (FIA), National Center for Missing and Exploited Children (NCMEC) and xAd will share the challenges in emergency communications and how mobile technology can be used to reach the right people in localized areas of interest to drive real world performance – a 97% missing child recovery rate.  

Participants will learn:

  • How real-time accuracy of mobile location data can solve real-world challenges 
  • The accuracy and scale of this location data
  • How to get your target audiences to act in times that matter
Director of Special Programs, Missing Children Division
National Center for Missing & Exploited Children
Associate Director of Partnership
In Partnership With:

The Cross-Device Concert Fan: Harnessing Mobile for House of Blues

Aquitania West

With thousands of campaigns on new devices and channels, competing for concert-goers’ fragmented attention has become difficult. Join us for this interactive session to hear how House of Blues, a global entertainment company owned by Live Nation, with the help of DataXu, increased their marketing ROI in a digital world. You will also learn how House of Blues overcame the marketing challenges of targeting cross-device, on-the-go millennials and leave with tips on how to you can leverage mobile, as massive ad budgets diverge into omni-channel campaigns.

SVP Products
SVP Marketing
Live Nation/House of Blue Entertainment
In Partnership With:

Maximizing Cross Device Usage

Aquitania East

Consumer mobile behavior continues to advance faster than retailers’ ability to keep up.  U.S. Mobile transactions is above a 30% share.  Apps generate almost 50% of mobile transactions for retailers who have made their app experience a priority.  Cross-device usage is now enormous. Are you maximizing your opportunity across cross device, apps and mobile browser?

In this session you will:

  • See actual 3000+ retailer data that highlights % revenues, AOV, conversion rates and quartile performance across apps, cross device and mobile browser from Criteo’s State of Mobile Commerce Report
  • Benchmark a leading retailer’s mobile business and provide recommendations on how they can improve
  • Hear what the retailer actually did to improve their mobile benchmarks and lessons they learned
VP Product Mobile
In Partnership With:

11:40 AM – 12:00 PM

Networking Coffee Break

12:00 PM – 12:40 PM

The Ballroom

SMoX Insights: Is Mobile a Strong Driver of Sales? Learnings from Walmart and Coca-Cola.

Results from SMoX studies released earlier this year, proved that mobile is a very efficient driver of marketing KPIs justifying a higher allocation in the mix. But what about its impact on actual behavior and Sales? Unveiling new results based on sales data from Walmart and new insights from SMoX research with Coca-Cola in China, this session will provide breakthrough insights about the real ROI of mobile in the mix.

Marketing Evolution Founder and
MMA Subject Matter Expert
Former Group Director, Global Connections
The Coca-Cola Company
MMA Global

12:45 PM – 1:40 PM

Networking Lunch

Director of Sales, North America
In Partnership With:

1:40 PM – 2:40 PM

Marketer Workshops

Mobile: Brand's Best Media Mixer?


In today's fragmented media landscape, marketers are always looking for new and creative ways to add mobile to their media plans. Recent research by MMA SMoX confirms that including mobile in the media mix can increase ROI without breaking the budget. The study found that the optimal spend for mobile is between 8-15% (based on total campaign spend, not just digital). Join Lauren Moores, VP of Strategy, in this hands-on, whiteboard session as she shares how to effectively include mobile signals, digital intelligence and delivery in your media plans. Moores will use real-world examples that resulted in significant results for clients -- from in-store visits to significant sales increases.

VP, Strategy
In Partnership With:

Making Mobile Addressable

Aquitania West

Mobile advertising is exploding, but still bridled by limitations to conclusively identify consumers across devices and platforms.  Better data for targeting and attribution will help mobile advertising reach its full potential.  Through group exercises attendees will learn to unlock mobile advertising potential by unleashing mobile identity without compromising consumer privacy, and be able to evaluate emerging issues including:

  • Audience Data
  • CRM Data
  • Mobile Identities (OS AdIDs, Carrier IDs, IoT/ Proximal IDs)
  • Cross-Device Graph Approaches
  • Imprecise Location Data
  • Privacy
VP of Market Development
Head of mobile and cross-device products
Chief Strategy Officer & Cofounder
In Partnership With:

Focus on the Future: Mobile and Location Data Step Forward

Aquitania East

Mobile means more to today's marketer than ever before, with innovative brands moving beyond using location data as a commodity for media to benefit completely new business decisions. The reason is simple: location provides a lens into consumer behavior that extends horizontally across all business decisions. The end result is new ways to make more strategic decisions, based on real world behaviors that benefit brands' bottom lines.

Join Place IQ’s CEO Duncan McCall in this interactive session as he outlines 3 real world examples of how its brand customers are taking a step forward with location data including:

  1. Retail site selection
  2. Out of home advertising 
  3. Making the connection to first party sales data

Audience members will then split into groups, where they will identify their own innovative use of location data, outside of traditional advertising. Following, each group will present their hypothetical scenarios for using consumer behavior for problem-solving.

Former CEO & Co-Founder
In Partnership With:

2:40 PM – 3:00 PM

Networking Break

In Partnership With:

3:00 PM – 3:30 PM

The Ballroom

The Future of Mobile Measurement

Mobile has enabled marketers to do things they could never do before, such as understand motivations at the point at which it occurs and reach remote audiences. In this insightful presentation, Eric Salama, Chairman and CEO of Kantar will take us through the measurement debate, discuss how to improve your understanding of the consumer at the individual level, and widen your perception of ROI to understand the real "what and why they buy."

Chairman & CEO

3:30 PM – 4:00 PM

The Ballroom

Picassos Don’t Fit Dollhouses

In a world where consumers and their mobile devices are virtually inseparable, how can brands create content that impacts and resonates? It’s not one size fits all: mobile content must be customized. Taking work from one medium and placing it on a smaller screen is akin to taking a life-size Picasso and sticking it into a dollhouse. John Osborn, President and CEO of BBDO will explore ways to create rich and ‘unskippable’ mobile content, and feature examples of award-winning BBDO work.


4:00 PM – 4:30 PM

The Ballroom

The Future of Connected Technologies

The Internet of Things is changing the way that we engage with the world around us. It is becoming embedded into the fabric of our environments, how we work, buy things, and get around. Join R/GA’s Global Chief Technology Officer Nick Coronges and the founders of Hammerhead and Astro, two rising star IoT companies from the R/GA Accelerator for a discussion on the current state and future of connected technologies. 

Global CTO
Founder & CEO

4:35 PM – 4:40 PM

Closing Remarks

The Ballroom

4:45 PM – 6:15 PM

SM2 & Smarties Reception

Exhibit Hall
In Partnership With:

6:30 PM – 9:30 PM

Smarties Gala

The Ballroom

In an evening filled with entertainment and the industry’s brightest, a veritable who’s who from the mobile marketing world, the Smarties Awards Gala will honor and celebrate agencies and brands pushing the boundaries on mobile. Jason Jones, actor, writer and former correspondent on Comedy Central’s Emmy- and Peabody Award-winning program “The Daily Show with Jon Stewart” will host the festivities for the evening.

The gala begins with a cocktail reception followed by a seated dinner for ticketed guests. If you would like to buy individual tickets ($249) or buy a table, please pick one of the following:

Buy Your Gala Ticket Buy Your Gala Table

Actor, Writer
Associate Director, Performance
PHD Media Singapore

9:30 PM – 10:30 PM

Smarties After Party

Exhibit Hall
In Partnership With:

Tuesday, September 29, 2015

8:00 AM – 9:00 AM

Registration & Networking Breakfast

8:00 AM – 3:30 PM

Exhibit Hall Open

9:00 AM – 9:05 AM

MMA CEO Remarks

The Ballroom

MMA Global

9:05 AM – 9:15 AM

MMA Host Remarks

The Ballroom

9:15 AM – 9:45 AM

The Ballroom

How Brands Add Value In Mobile

Consumers are hungry for content. In video games, brands are in a unique position to add value that drives engagement in and around the game experience. Hear Dave Madden SVP of Global Media Solutions at Electronic Arts and Amanda Zaky, Head of Digital Media, Snickers for Mars Chocolate North America share how Snickers developed a strategy to satisfy player excitement around Madden 16 and are now using mobile to maintain that connection throughout the NFL season.

SVP Global Brand Partnerships
Electronic Arts
Head of Digital Media
Mars Chocolate North America

9:45 AM – 10:25 AM

The Ballroom

Insights from The Smarties Jury Room

The Smarties are judged equally on creativity, strategy, execution and results. Have you ever wondered what goes on during judging? This year a panel of Smarties judges will provide a unique understanding of how the Jury came to their final decisions on this year’s winning mobile campaigns. Find out which entries stood out and why. What key themes came out of the judging sessions and what are the trends that will affect and influence the direction of our industry? Attendees will have a unique opportunity to discover how they might be able to take home a Smarties next year.

Chief Creative Officer
Razorfish Global
VP of Marketing
American Eagle
Global Head of Digital Marketing
Reckitt Benckiser

10:25 AM – 10:35 AM

Coffee Break with Exhibitors

In Partnership With:

10:35 AM – 11:35 AM

Marketer Workshops

Data Driven Omni-channel Engagement


Roll up your sleeves and join us in this hands-on workshop to learn how to harness the latest data signals your customers are sending in your mobile app and use them to create ultra-personal experiences across the digital landscape. In the mobile age, up-to-the-second customer context is a necessity. Brent Hieggelke, Chief Evangelist at Urban Airship, and Phil West, lead digital strategist at Urban Airship, will provide insights on how you can unlock the power of mobile and connect it to the rest of your business to improve ad performance, welcome new customers, drive sales, improve customer service and much more. 

In this session you will learn:

  • Which mobile data signals to pay attention to
  • How to use those signals to power unique omni-channel experiences
  • Which techniques have proven performance
  • New strategies you can implement in your business in the next 90 days
Chief Mobile Evangelist
Urban Airship
Lead Digital Strategist
Urban Airship
In Partnership With:

The Audience Shopping Cart: Picking the Right Ingredients to Drive Holiday Sales

Aquitania West

Mobile moves fast and has quickly been shaping the landscape for shopper marketing. New use cases for data and an always-on consumer have created an always-on selling opportunity for brands. This interactive session will focus on helping marketers better understand the data, targeting, and measurement tools that can help reach and engage with the right audience to increase in-store sales. Brent Fraser, Chief Revenue Officer, and Brett Kohn, VP of Marketing at Thinknear will leverage case studies, real location data and help from the audience to explore and make sense of the opportunities available in mobile. This discussion will help participants sort through what’s really working now, what’s going to work soon, and what should be avoided when planning a mobile strategy.

VP, Marketing
In Partnership With:

How eCommerce Apps Leverage Measurement Platforms to Perform Campaign Optimizations

Aquitania East

Investigate a sudden drop in the performance of your mobile advertising campaigns leveraging a mobile measurement platform. Perform a deep dive into your campaign KPIs/metrics to identify what is driving performance drop, and submit a recommendation to improve your campaign’s performance. During this workshop we will review key mobile advertising metrics as well as the methodology to leverage measurement platforms to perform campaign optimization.

Head of US Accounts
VP of Growth
In Partnership With:

11:35 AM – 11:55 AM

Coffee Break

11:55 AM – 12:25 PM

The Ballroom

Mobile’s Transformative Role at Domino’s Pizza

Domino's is considered one of the country’s top ten ecommerce sites in terms of online transactions, with about 50% of Domino's sales in the U.S. coming through its digital ordering channels. It’s no wonder that Domino’s digital capabilities have played a key role in the brand’s recent multi-year business turnaround. In this session, Dennis Maloney, Domino’s Chief Digital Officer will share the role mobile is playing as Domino’s transforms from “a pizza company which sells online” to “an ecommerce company which sells pizza”.

VP, Chief Digital Officer

12:25 PM – 12:55 PM

The Ballroom

Under Armour Innovates with Wearable Technology

Under Armour’s mission is to make all athletes better through passion, design and the relentless pursuit of innovation, to that end they are using the connected device to deliver value and content to the consumer, when they want it. This session led by Christopher Glode, VP of Connected Devices at Under Armour takes a look at how the company is using Connected Fitness to empower consumers through mobile and wearable tech, how mobile has allowed it to build the largest user community, and share with audiences where they see the future of digital fitness heading. 

General Manager, MapMyFitness
VP, Connected Devices, Under Armour

1:00 PM – 1:45 PM

Networking Lunch

1:45 PM – 2:45 PM

Marketer Workshops

The Future Is Mobile Omni-Channel: Why Point Solutions Are Set for Failure


Hone your marketing skills and find new opportunities to improve your customer journey. This workshop is designed to sharpen your analytical skills, gain best practices, and create recommendations that can be applied to your business. We will challenge you to discover key mobile disconnects your customers face and design a more holistic, immersive experience. The group discussion will enable attendees to leave the session with actionable insights that can be applied in their day-to-day lives.

IBM Global SME for Mobile Customer Engagement
Silverpop, an IBM Company
In Partnership With:

The Future of Brand Marketing = In-App Mobile Video

Aquitania West

In-app mobile video usage is exploding as highlighted in the latest App Annie Market Index report. Nearly half of mobile video viewers can only (or mostly only) be reached in-app according to IAB. The recent SMOX MMA study with Coca-Cola, Walmart & Mastercard showed that mobile video can outperform cable television. Learn all about in-app mobile video in terms of vertical video, completion rates, viewability, true full-screen formats, rich interactive features, programmatic buying, and more.

SVP, Global Brand & Programmatic
In Partnership With:

Mobile Growth = Acquisition + Retention + Monetization

Aquitania East

Acquiring new mobile customers is very expensive. Maintaining them is even more difficult with 80–90% of app users dropping in the first two months. Innovative mobile growth is about a combination of acquisition, retention and monetization. During this workshop, Etsy and Appboy will break down the best practices for thoughtful, data-backed mobile marketing strategies that increase engagement among your customer base including multi-channel onboarding initiatives, personalization tactics, predictive technology and more. Key takeaways will empower marketers to start building better, long-term relationships with their customers and message them in the most relevant, purposeful and valuable way, today.

Director of Marketing
Head of Success Squad
In Partnership With:

2:45 PM – 3:10 PM

Coffee Break

3:10 PM – 3:40 PM

The Ballroom

Pandora: Why the Next Song Matters

Today, data is at the core of marketers’ decisions. Algorithms, bots and bits dominate marketing discussions. It’s easy for brands to forget about the human element when telling their stories. But in a world of millennials, it’s more important than ever to remember. Pandora, which has long been known for its personalization technology, realized that listeners – particularly young adults – don’t necessarily know about the humans behind its musical magic – but they want to. In building its latest campaign “The Next Song Matters,” Pandora had to find a way to differentiate itself and tell its story in a way that would resonate directly with this important audience group. The decision? Reveal exactly how Pandora does what it does and highlight the people who go to great lengths to deliver music moments that are right for each individual listener. In this session, Pandora CMO Simon Fleming–Wood shares how the largest music streaming service is using the human touch that built Pandora to tell its story to an emerging generation.

@PandoraPulse  #TheNextSong

Chief Marketing Officer

3:40 PM – 4:10 PM

The Ballroom

Staying Relevant in the Ever-Changing Mobile Search World: A Startup POV

HotelTonight reinvented hotel booking for the mobile era by taking a fresh approach to the mobile experience and focusing on last minute bookings. In this session Chris Creel, head of Search/Growth marketing at HotelTonight will share challenges and latest trends of mobile search, how they are using new technology to stay nimble and ahead of the competition, and what new frontiers in the world of search they are implementing to enhance the mobile experience.

Head of Search/Growth Marketing

6:00 PM – 7:00 PM

The Girls Lounge Networking Reception

In Partnership With:

7:00 PM – 10:00 PM

The Girls' Lounge Dinner

Jump to:

Session topics from industry leaders on how mobile is building closer connections to consumers.


Speakers and panelists include industry heavyweights from leading brands and technology enablers.


Relax and enjoy upscale accommodations.


These events sell out fast. Secure your seat today.

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