Brand Innovators Content Marketing 07-17-14

3Get Social: @Brand_Innovator #bisummit www.Brand-Innovators.com

Hello and...

Marc SternbergCo-Founder

Brandon Gutman Co-Founder

Visit our news site www.brand-innovators.com for the latest trends in marketing innovation.


Brandon Gutman Co-Founder

Welcome to Brand Innovators Content Marketing hosted by Bloomberg!

Content marketing is as old as the hills, however, the Internet and innovative new advertising technologies are enabling brands to use content to communicate and engage with their consumers in more exciting ways than ever. By delivering unique and compelling content and consumer experiences online and educating consumers about the things that they are passionate about, brand marketers are creating millions of “earned” media impressions and building loyalty and trust with their consumers.

Brand Innovators Content Marketing will provide brand marketers from Fortune 500 and other leading brands with an important forum to share success stories about how they are leveraging original content and digital media to reach their consumers more efficiently, emotionally, and authentically than they ever could by using traditional media. We will hear from some of the best and brightest brand marketers in America about what’s working in content marketing and the major trends on the horizon.

Thank you to all of our speakers, attendees, and partners who contributed to today’s program and a special shout out to our friends at Bloomberg for hosting us. We invite you to participate in the discussion, and to share ideas with your fellow brand marketers in the Brand Innovators community, both during and after today’s event.

Enjoy the show and we look forward to seeing you again at all of our events in San Francisco!

4 Get Social: @Brand_Innovator #bisummit www.Brand-Innovators.com

What’s Inside

Gene NechHead of CRM and Direct Marketing

LETTER FROM THE FOUNDERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

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ADVISORY BOARD ................................................... 3 0

STRATEGIC ADVISORS .............................................3 4

SPONSORS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 5

Brand Innovators Team

Brandon GutmanCo-Founder


Ted RubinActing Chief Marketing Officer

David TeicherChief Content Officer

Alexander KanishBusiness Development

Manager

Jared HopferHead of Business Development

Paula ParisiChief Technology Officer

Dylan RubyCommunity Manager

5www.Brand-Innovators.com

ACTING CMO, BRAND INNOVATORS @TedRubin

Ted Rubin is a leading Social Marketing Strategist, Author, Keynote Speaker and Brand Evangelist. In March 2009, when the CMO at e.l.f. Cosmetics (EyesLipsFace.com) he started using and evangelizing the term ROR, Return on Relationship, hashtag #RonR. Ted recently left his position as Chief Social Marketing Officer of Collective Bias. Many people in the social media world

know Ted for his enthusiastic, energetic and undeniably personal connection to people. Ted is the most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on Forbes Top 50 Social Media Power Influencers, 2013, and number #2 on the Leadtail August 2013 list of Top 25 People Most Mentioned by digital marketers. His most recent book is Return on Relationship.

TED RUBIN

Host

Keynote Speaker

BRYAN KRAMERCEO OF PUREMATTER, AUTHOR OF HUMAN TO HUMAN: #H2H @BryanKramer

Bryan Kramer has extensive experience in brand marketing with a focus on integrated communications and strategic business planning. Bryan’s leadership as CEO has helped lead his agency through consistent growth over the last 10 years, earning a spot as one of the fastest growing private companies

in Silicon Valley. His activity as a social media strategist has resulted in more than 100k combined followers and he is a sought-after speaker and featured blogger. Bryan has quickly become one of the country’s leading authorities on social strategy, earning a combined reach in his media outlets of over 80k+. In true social style, he loves to talk about it anywhere he can. As an active weekly blogger, pulling in over 12k+ readers to his syndicated network each month.

6 Get Social: @Brand_Innovator #bisummit

VP, GLOBAL MEDIA AND CONSUMER ENGAGEMENT, MONDELĒZ INTERNATIONAL @boughb

B. Bonin Bough is Vice President of Global Media and Consumer Engagement at Mondelēz International (formerly Kraft Foods). In this role, Bough oversees all of Kraft’s digital communications, establishes new partnerships with online platforms, manages internal capabilities and develops strategies across the

firm’s product portfolio. Bough has over 10 years of experience in the space, ranging from digital strategic planning and project execution to leading and building global practices. Prior to Kraft, Bough was Senior Global Director of Digital and Social Media at PepsiCo, focused on digital strategy accross paid, earned, owned and shared media. Earlier in his career he held management posts at IPG & Weber Shandwick and Ruder Finn Interactive.

B. BONIN BOUGH

Keynote Speakers

CHIEF MARKETING OFFICER NEWEGG NORTH AMERICA @SorenMills

David Farbman Soren Mills is the CMO of Newegg North America, responsible for overseeing marketing operations and strategy. Prior to joining Newegg, Mills was the EVP/general

manager of Musician’s Friend, the online division of Guitar Center. He has also held several senior management positions at Wal-Mart Stores, Inc. Mills holds an MBA from the Amos Tuck School of Business at Dartmouth College.

SOREN MILLS


VP, MARKETING COMMUNICATIONS, SURVEYMONKEY @donkasaurus

Bennett Porter joined SurveyMonkey in May 2011. Previously, she was VP, Marketing of Yahoo!’s Emerging Markets practice, overseeing all marketing functions in Southeast Asia, South America, India, the Middle East and Africa. Bennett also managed the Yahoo! Buzz Marketing team and developed

award-winning programs for non-traditional marketing. Prior to that, she worked at Ogilvy and Manning, Selvage and Lee in New York City. Bennett received a BA in English from The Colorado College and a MS from the SI Newhouse School of Public Communications at Syracuse University.

BENNETT PORTER

CEO, LIVEFYRE @jkretch

Jordan Kretchmer is the Founder and CEO of Livefyre, the first Social CMS Platform used by the largest companies in

the world to engage consumers through a combination of real-time conversation, content creation, social curation and social advertising. Kretchmer founded the San Francisco based startup in December 2009, and has overseen its growth to 100 employees and over $35M in venture financing. Livefyre is the 4th largest site network on the web, delivering over one billion live content streams every month. Before launching Livefyre, Kretchmer was the Vice President of Brand at Current TV where he led brand redevelopment for the media company. Previously, he was the Digital Creative Director at Butler Shine Stern and Partners, and Vice President/Associate Creative Director at Mullen Advertising.

JORDAN KRETCHMER

Keynote Speakers


HEAD OF BRAND INITIATIVES, OUTBRAIN @jkodifoster

As head of brand initiatives at Outbrain, Kodi is responsible for leading strategic account development, collaborating with Fortune 500 brand partners on their content marketing initiatives. Kodi began at Outbrain by establishing the

brand’s paid recommendations business, helping to grow Outbrain into the largest content discovery platform in the world. He also spends his time evangelizing about trends in the digital advertising space, and has spoken at event including Brand Innovators, The Ataway Exchange Conference, Open Co., and The Advertising Club Media:Now Conference. Prior to joining Outbrain Kodi was VP of Business Development at Sahara Media Holdings, a publicly traded investment company specializing in the digital media industry. He is a graduate of Cornell University.

KODI FOSTER

POV

CO-FOUNDER & CEO, NEWSCRED@shafqatislam

Shafqat Islam is the Co-Founder and CEO of NewsCred, the world’s leading content marketing and syndication platform. As CEO, Shafqat manages the strategic growth of the company, pioneering a new content ecosystem for

brands and publishers. NewsCred is backed by world-class investors, including Mayfield Fund, FirstMark Capital, Greycroft Partners and IA Ventures. Shafqat has spoken at events, including Paley Media Center Summits, Business Insider Conferences, Internet Week, Digital Hollywood, Digitas Newfronts, AAN Media Conferences, and Wharton Entrepreneurship panels. Prior to NewsCred, Shafqat was a VP at Merrill Lynch.

SHAFQAT ISLAM

Keynote Speaker


8:30 am WELCOME Brandon Gutman, Co-Founder, Brand InnovatorsMarc Sternberg, Co-Founder, Brand InnovatorsHost: Ted Rubin, Acting CMO, Brand Innovators, Social Marketing Strategist

8:45 am POV — Kodi Foster, Head of Brand Initiatives, Outbrain

9:00 am CONTENT MARKETING 2.0: FROM BOARDROOM TO NEWSROOM There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.

Moderator: Brandon Bergmark, Head of Sales, West, Outbrain

Frederick Crosby, VP, Business Development and Marketing, Western Union DigitalKenan Frager, Head of Advertising for Demand Generation, TIBCOKirk Heinlein, Director – Marketing Communications, Global Markets Advertising, AT&TChris Pemberton, Digital Brand Manager, Ghirardelli Chocolate

9:40 am KEYNOTE — CONTENT: RETAIL’S MISSING LINK Soren Mills, Chief Marketing Officer, Newegg.com As the number two pure-play online retailer, Newegg grew up in commerce while serving its community of 25 million+ tech enthusiasts. A strategic investment in and commitment to content has put the brand in a space unique not just to consumers or retail but in e-tail itself: an integrated retail environment underpinned by audience-centric content.

10:05 am KEYNOTE — Shafqat Islam, CEO, NewsCred

10:25 am BRANDS AS EDITORSLet’s face it; there’ s a lot of content out there on the world wide web — maybe

BRAND INNOVATORS CONTENT MARKETINGTHURSDAY, JULY 17, 2014

Agenda


too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial. Moderator: Shafqat Islam, CEO, NewsCredLisa Camarillo, Chief Editor and Head of Sponsored Media, NetAppJenn Chen, Senior Storyteller, LyftScott Palmer, Digital Marketing, Consumer Social Content Strategy, IntelRachel Rosenblum, Content Marketing Manager, Method Home

11:00 am NETWORKING BREAK

11:20 am KEYNOTE —B. Bonin Bough, Vice President, Global Media and Consumer Engagement, Mondelēz International

11:35 am DIGITAL VIDEO EXPLOSION

The goal of every great piece of content marketing is to create an emotional connection with the consumer. Emotional connections drive engagement, and engagement drives word of mouth and brand loyalty. To that end, more brands than ever are embracing digital video to connect with their consumers in new and meaningful ways. In addition, digital video advertising is empowering brands with a new form of storytelling. Find out how cutting edge brands are moving the meter with digital video.

Moderator: Doug MacDonald, SVP of Sales, CeltraB. Bonin Bough, Vice President, Global Media and Consumer Engagement, Mondelēz International

12:15 pm KEYNOTE – FROM RENTING TO OWNING: TAKING BACK YOUR COMMUNITY Jordan Kretchmer, CEO, LivefyreBrands have spent the past decade building engaged communities on social networks, but Facebook’s recent algorithm changes have highlighted a serious flaw: social networks aren’t owned properties – they’re leased. See how leading brands are focusing their attention back to their owned properties, where they can create a similar experience for their audiences without giving up control.

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Agenda


Agenda

CONTINUED FROM PAGE 13

12:30 pm LUNCH

1:30 pm KEYNOTE — Bennett Porter, Chief Marketing Officer, Survey Monkey

1:50 pm ROUNDTABLE — CONTENT MARKETING MEETS THE C-SUITE

Suddenly, content marketing seems to be driving every aspect of the marketing funnel, from awareness to advocacy. Even the most forward thinking and agile businesses, however, are scrambling to get up to speed on the content front. From hiring the right team to integrating content marketing with other desks in the marketing department, getting up to speed seems to be the number one priority of many successful marketing organizations. Critical questions remain, including how to engage consumers with compelling content, determining resources to be allocated and how to measure the effectiveness of content marketing. Find out what’s keeping these CMOs up at night.

Moderator: Ajay Ramachandran, SVP Corp. Development, Dynamic SignalDeb Radcliff, SVP Marketing, West MarineArra Yerganian, Chief Marketing Officer, One Medical Group

2:30 pm PEOPLE, PARTNERSHIPS, AND PRODUCTION: THREE ROUTES TO CREATING COMPELLING CONTENT

Creating content and creating good content that people actually want are two very different matters. Seasoned brand marketers know the secret to success is in finding the right strategy dictated by market opportunity and, most importantly, customer needs. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by meeting the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, and relevant to people’s lives and interests.

Moderator: Carter Hostelley, CEO, Leadtail Christine De Martini, Head of Digital Media, Electronic ArtsNidhi Gupta, Senior Marketing Manager, Western UnionEmmi Lim, VP-Advertising, First Republic Bank

3:10 pm SUCCESS STORY — HOW NAKED JUICE LEVERAGED THE POWER OF CUSTOMER ADVOCATES TO TARGET KEY MARKETS Liza Sperling, VP of Strategic Business Development, Tongal


Agenda

3:30 pm NETWORKING BREAK

3:50 pm KEYNOTE — LANGUAGE FOR A SOCIAL AGE: HUMAN TO HUMAN Bryan Kramer, CEO of PureMatter, Author of Human to Human: #H2H

4:10 pm TV AND VIDEO ADS – FROM PAID TO EARNED Sight, sound, motion; video is the most engaging form of media. Video content has been playing on TVs for many decades and the majority of premium inventory for video still resides on traditional TV. With most people multi-screening while watching TV, earned digital video plays and other earned activity is becoming a major area of focus for marketers. See how paid impacts earned and how earned activity is used as a KPI for assessing creative effectiveness and optimizing media plan. Sean Muller, CEO, iSpot.tv

4:30 pm SUCCESS STORY — THE CHICKEN OR THE EGG? Since its inception in 2006 Wix.com has leveraged a unique strategy and value set to drive global adoption. Learn how Wix.com has answered the age old question of the chicken or the egg (the customer or the product) in theory and practice to drive its user base to over 50 million globally. Eric Mason, Director of Communication, Wix

4:50 pm WHAT DOES SUCCESS IN CONTENT MARKETING LOOK LIKE Whether it is page views or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? Leading brand marketers share their insights.

Moderator: Thomas Flaherty, Director, Demand Partnerships Jessica Williams, Marketing Insights and Digital Analytics, Visa Carilu Dietrich, VP, Corporate Marketing, Atlassian Julian Scharman, Head of Customer Acquisition and Traffic, Betabrand

5:30 pm BRAND INNOVATORS COCKTAIL RECEPTION


Speakers

As head of branded editorial and sponsored news at NetApp, a Fortune 500 data management company with more than $6B in revenue and 130 offices around the world, Lisa Camarillo provides brands business and technology insight to help achieve longevity and forge stronger consumer ties. Lisa has 15 years of tech marketing experience and heads a team of 10 at NetApp. She has worked in Silicon Valley from start-ups to Fortune 500 companies. Earlier in her career she worked at Sun Microsystems.

Brandon Bergmark oversees brand marketer partnerships in the west coast for Outbrain, the largest content discovery platform on web and mobile. In this role, he collaborates with brands as diverse as Wells Fargo, Yahoo!, Intel, and Red Bull on strategies to drive qualified audiences to their digital content. Brandon’s previous leadership roles include sales, marketing and business development positions at AOL, NBC Digital, Fox Interactive Media and appssavvy.

BRANDON BERGMARK HEAD OF SALES, WEST, OUTBRAIN @bergmarkb

Jenn Chen leads the Brand Content team at Lyft, the community-powered ridesharing platform behind all those pink mustachioed cars you see on the street. Since joining Lyft in 2014, she built a content and copy team from scratch, defined the company voice and core values, and introduced content marketing and editorial strategy to the team. Past lives include working as a journalist and later creating the editorial team at e-commerce startup ModCloth, where their uniquely branded content was praised by Tumblr, Instagram, Glamour, and The New York Times

JENN CHEN SENIOR STORYTELLER, LYFT

@jennmchen

ANNALISA CAMARILLO CHIEF EDITOR AND HEAD OF SPONSORED MEDIA, NETAPP @lisaanna73

Frederick Crosby leads Business Development and Marketing for Western Union Digital. In his role, Frederick oversees customer acquisition for online and mobile money transfer through marketing and business partnerships, and manages the conversations with the customer through his Content and Creative teams. His team also manages the business on dozens of active sites in Europe, the Americas and APAC, as well as more than 20 mobile money transfer deployments across 18 countries worldwide. Prior to joining Western Union, Frederick worked at eBay Inc, for both the PayPal and Marketplaces divisions.

FREDERICK CROSBY VP, BUSINESS DEVELOPMENT AND MARKETING, WESTERN UNION DIGITAL


Speakers

In March 2013, Thomas Flaherty joined Tapsense, a complete mobile marketing solution that includes mobile native ads, private RTB exchange, campaign management and source attribution. Prior to that he was an Account Executive at Trancos, and also served as a member of the sales team at Acclarent. He is based in San Francisco.

THOMAS FLAHERTY CUSTOMER DEVELOPMENT MANAGER, TAPSENSE @TwkFlaherty

Christine De Martini leads the digital marketing team at Electrionic Arts, where she managese a group focused on building global, cross-platform online video & social media investment plans across EA’s gaming portfolio. She works closely with online partners including Facebook, YouTube and Twitter to continually test and analyze new media solutions and ad products to drive efficient awareness and engagement as well as user acquisition. She joined EA in 2010 as Social Media Manager and has a degree from the University of Oregon’s Charles H. Lundquist College.

CHRISTINE DE MARTINI SENIOR MANAGER DIGITAL MEDIA, ELECTRONIC ARTS

KENAN FRAGER HEAD OF ADVERTISING FOR DEMAND GENERATION, TIBCO @K_Frager

Kenan Frager is head of advertising for worldwide demand generation for TIBCO, responsible for ROI-based deliverables. In addition to his analytic side, Kenan also has a strong creative streak, with journalism experience at the L.A. Times, Newsweek, and Forbes. Kenan writes, edits, and conveys TIBCO’s philosophy and software in context that he hopes is relevant and engaging. His team has at various points managed the strategy and creation of a customer marketing program including long form customer success content, daily blog posting, all social media, and a customer story sales enablement iOS app.

Carilu Dietrich is the Head of Brand and Communications at Atlassian, a leading provider of collaboration software for development teams. In this role she oversees PR, AR, events, customer marketing, marketing communications, brand advertising and global communities. Prior to Atlassian Carilu was the Senior Director of Global Advertising for Oracle, overseeing creative and media across print, airports, event, sports, mobile and social advertising.

CARILU DIETRICH VP, BRAND AND COMMUNICATIONS, ATLASSIAN


Speakers

NIDHI GUPTA SENIOR MARKETING MANAGER, AMERICAS, WESTERN UNION

Nidhi Gupta has marketing experience in fields spanning from consumer packaged goods and financial services, to technology entrepreneurship. Her first professional assignment was with Nestle in India, where she grew the culinary and confectionery international business multifold, developed and launched a new product line, and traveled extensively to develop overseas markets. This was followed by a stint at TiE Silicon Valley, a leading global non-profit dedicated to fostering entrepreneurship. In 2008, Nidhi joined Western Union, a leader in global payment services.

Carter Hostelley is the Founder and CEO of Leadtail, a B2B social media and insights agency. Carter and his team have developed and implemented social media programs for leading business brands and technology startups such as WageWorks, Alcatel-Lucent, Trend Micro, Adaptive Planning, NetBase, PunchTab, and Zuberance. Carter and his team also publish social insights reports on marketers, HR professionals, and finance executives. Carter also has over 15 years experience working with venture-backed technology startups in numerous executive roles, and is a contributing author at CMSWire.

CARTER HOSTELLEY CEO, LEADTAIL

Since receiving his BS in Marketing from Washington University in St. Louis, Kirk Heinlein has effortlessly circumnavigated a variety of seemingly different worlds – global advertising agencies and global Fortune 500 clients; communications and strategy; and traditional advertising and leading-edge social/digital interactions. Now, as Director of Advertising for the Global Marketing Organization within AT&T, Kirk brings it all together – along with his extensive technology and telecom experience with clients such as NEC, Macromedia GTE (now Verizon), Sprint, Qwest and Samsung Mobile – to build deep customer engagement for AT&T Business Solutions.

KIRK HEINLEIN DIRECTOR – MARKETING COMMUNICATIONS, GLOBAL MARKETS ADVERTISING, AT&T @kheinlein

As Co-Founder of the Brand Innovators, Brandon Gutman is responsible for developing premium content, tapping marketers from the world’s most successful brands to share how they’re utilizing emerging technology and new media vehicles to build their brands and drive meaningful ROI. Brandon is an expert blogger whose contributions are featured on Forbes’ CMO Network. Prior to launching Brand Innovators, he held marketing and business development positions in the executive search sector, forging relationships with some of the most influential brand marketers, technology developers and venture capitalists in our industry.

BRANDON GUTMANCO-FOUNDER, BRAND INNOVATORS@BrandonGutman


Speakers

Doug MacDonald holds responsibility over Celtra’s Agency Sales Team across the US. Having spent the past 16 out of his 23 year career in national digital sales management roles at publishers, networks and programmatic video he is a veteran in the industry. Joining Celtra from Adap.tv, the leading programmatic video marketplace, Doug brings tremendous ad sales industry experience to the team.

DOUG MACDONALD SVP, AGENCY SALES, CELTRA

ERIC MASON DIRECTOR OF COMMUNICATIONS, US, WIX.COM @wigdawg

Eric Mason leads US content and user-driven pr/communications and marketing strategies for Wix.com. Prior to Wix, Eric founded and led WigDawg Communications helping hundreds of SMB’s and entrepreneurs get their brands “Off The Leash”. From 2000-2007, Mason was the creative brand force behind the Anita Borg Institute for Women and Technology shaping it into a leading representative body for female technologists and scientific thought leaders. Mason’s diverse career involves brand initiatives ranging from open source robotics to large-scale international collaborations to sustainable agriculture and product branding.

iSpot.tv, Inc. was founded and is led by Sean Muller. Sean is a serial digital media entrepreneur with extensive experience in bringing innovative digital products to market. Sean has been part of the founding team or a top executive at MediaNet Digital, Demand Media (NYSE:DMD), eNom (Acquired by Demand Media), The Wedding Tracker (Acquired by The Knot) and EduClick.

SEAN MULLER CEO AND FOUNDER, ISPOT.TV, INC. @seansmuller

Emmi Lim is Vice President of Advertising for First Republic Bank. She joined First Republic in 2009 and is responsible for driving cross channel marketing campaigns to increase ROI in target markets and industries associated with key business objectives. Since arriving at First Republic, Emmi has led efforts to bring on new technologies and strategic partnerships to further enhance the client experience and to extend brand reach through new channels. She has been fortunate to represent a brand that instills a sense of pride in its clients, which has afforded her the opportunity to work closely with its clients to perpetuate and augment its value.

EMMI LIM VP, ADVERTISING, FIRST REPUBLIC BANK


CHRIS PEMBERTON DIGITAL BRAND MANAGER, GHIRARDELLI CHOCOLATE

Chris Pemberton is a digital “native,” having launched his first marketing website in 1996. Since then he’s led strategy, teams and projects for a variety of digital marketing agencies, B2C and B2B brands, including, most recently, Ghirardelli Chocolate, where he’s worked as Digital Brand Manager since early 2013. Prior to that Chris ran digital and content marketing for GU Energy Labs in Berkeley, CA.

Deb Radcliff joined West Marine in April 2013 as Senior Vice President of Marketing. In this role, Deb is responsible for leading West Marine’s strategic marketing direction, accountable for strengthening and evolving all aspects of the West Marine brand, internal and external communications and omni-channel marketing programs for both B2B and B2C. Prior to joining West Marine, Deb was Sr. Director of Marketing for The Home Depot and Vice President of Marketing for Sports Authority.

DEB RADCLIFF SVP MARKETING, WEST MARINE

SCOTT PALMER DIGITAL MARKETING, CONSUMER SOCIAL CONTENT STRATEGY, INTEL

Scott Palmer spent 10 years at Silicon Valley agencies including CKS, Organic Online, Landor Associates and Liquid Agency, focusing on developing brand and marketing strategies for companies including Microsoft, Visa and HP, and also a wide range of start ups. Eventually Scott migrated to Intel Corporation where he has worked for 9 years. Currently Scott is managing the creative content planning and development for the consumer newsroom team of digital marketing, responsible for development of social content for the main consumer social media channels.

Speakers

AJAY RAMACHANDRAN SVP CORPORATE DEVELOPMENT, DYNAMIC SIGNAL

Ajay Ramachandran is a serial entrepreneur based in the Silicon Valley who has launched successful digital, mobile and social media start-ups & agencies. Dynamic Signal provides brands with a platform to create direct relationships with customers, employees, advocates, fans and influencers enabling them to become amplifiers for the brand. Our comprehensive solution helps brands engage their audiences through communities on the web, facebook, social and mobile providing rich ROI analytics. Ajay is an expert on social media ROI, earned media value, and can help a brand calibrate their investment in social media.


Speakers

RACHEL ROSENBLUM CONTENT MARKETING MANAGER, METHOD HOME

Rachel Rosenblum is a creative brand storyteller with expertise in public relations, social media, influencer marketing and journalism. She currently works as the content + influencer marketing manager at Method, the leader in premium, eco-friendly cleaning products, where she’s been pioneering storytelling, partnerships and community engagement since 2008. When she’s not selling soap, Rachel enjoys baking, riding her bike around the city, and daydreaming about eventual retirement in Paris. She lives in San Francisco with her husband, two daughters and a very naughty pug named Mrs. Pickles.

JULIAN SCHARMAN HEAD OF CUSTOMER ACQUISITION AND TRAFFIC, BETABRAND

At Betabrand, a high-growth startup and one of the first fully crowdsourced clothing companies, Julian Scharman focuses on finding the most innovative ways to attract & retain new customers including cutting-edge website experiences, highly-targeted and personalized email, mobile, digital advertising and analytics to tie it all together. A seasoned marketing and digital professional, Julian has worked at leading San Francisco digital media agencies designing multi-channel communication campaigns for Fortune 500 companies. His customer-focused approach to growing a business incorporates customer insights, creativity, logic, innovation and measurement accountability.

MARC STERNBERGCO-FOUNDER, BRAND INNOVATORS@marcsternberg1

Marc Sternberg is co-founder of Brand Innovators, a leading producer of conferences for the marketing and emerging technology industries. Marc was President and COO of AlwaysOn, from 2007-2011, producing over 20 annual conferences in the digital media, clean technology and cloud computing sectors. Earlier in his career he was the Vice President of Advertising sales for The Hollywood Reporter, driving revenue through the roof from 1989-2007. Marc has served on the boards of numerous charitable and non-profit organizations, including Make-A-Wish Foundation of Los Angeles and the Anti-Defamation League/LA.

LIZA SPERLINGVP OF STRATEGIC BUSINESS DEVELOPMENT, TONGAL @LizaSperling

Liza Sperling is VP Strategic Business Development At Tongal, a social content co-creation platform that connects the world’s largest and most imaginative brands with a global creative community. Prior to joining Tongal, Liza lead business development at ClearSlide and held sales and marketing leadership roles at three Bay Area social enterprise startups: Buddy Media (acquired by Salesforce), Seesmic (acquired by HootSuite), and Scout Labs (acquired by Lithium Technologies). Before moving to the Bay Area, Liza worked on Wall Street at Maverick Capital and Morgan Stanley.


JESSICA WILLIAMSMARKETING INSIGHTS AND DIGITAL ANALYTICS, VISA@MediaMetricsGal

Jessica Williams is the Marketing Analytics and Insights Leader at Visa focused on digital and social measurement across brand, BtoB, and corporate marketing. Jessica designs and executes innovative digital and social measurement programs. She also translates quantitative and qualitative data into strategic insights and actionable recommendations in order to enhance brand equity, achieve revenue initiatives, increase market share, differentiate products, and drive robust marketing, communications, and business strategy. Prior to Visa, Jessica worked at Yahoo! and WCG.

Speakers

ARRA YERGANIAN CHIEF MARKETING OFFICER, ONE MEDICAL GROUP @tonkazona

Arra G. Yerganian is the Chief Marketing Officer at One Medical Group and brings broad senior management experience, having held key leadership roles in marketing, sales, and general management at a range of customer-focused companies including Procter & Gamble, the Dial Corp. and Atari. At University of Phoenix, where he was CMO, Arra has led the organization’s successful “Let’s Get To Work’”campaign. He received a B.S. degree from Boston University and completed an Executive Education Program in Strategic Marketing Management at Harvard Business School.


Advisory Board

LASTON CHARRIEZSVP MARKETING, WESTERN UNION

CHARLIE COLECEO,THE LINE

CHRIS CHESEBROASST. VP, US MEDIA INVESTMENTS,L’OREAL USA

B. BONIN BOUGHVP, GLOBAL MEDIA & CONSUMER ENGAGEMENT, MONDELEZ INTERNATIONAL

IAN GOMARPRESIDENT,SHAQUILLE O’NEIL ENTERPRISES

JORGE FONTANEZVP, MARKETING MANAGER, CHASE COMMUNITY GIVING, J.P. MORGAN CHASE

MARC FONZETTIDIRECTOR OF MEDIA STRATEGY & INVESTMENT, VERIZON WIRELESS

MADHUR AGGARWAL VICE PRESIDENT, STRATEGY, OFFICE OF CMO, SAP

KIRK HEINLEINDIRECTOR, MARKETING COMMUNICATIONS, GLOBAL MARKETS ADVERTISING, AT&T

ERICK DICKENSVICE PRESIDENT, MARKETING, KING’S HAWAIIAN


ADAM KMIECSENIOR DIRECTOR, SOCIAL MEDIA AND CONTENT, WALGREENS

VICTOR LEEVP DIGITAL BRAND MARKETING, HASBRO

JOHN KOLLERVP, PLATFORMS MARKETING, SONY PLAYSTATION (SCEA)

ELLIOT LUMVP STRATEGIC MARKETING,COLUMBIA RECORDS

JASON JOHNVP ONLINE, MOBILE, SOCIAL MARKETING,GILT GROUP

LIAM MCCARTENHEAD OF DIGITAL & INNOVATION - NORTH AMERICA AT RECKITT BENCKISER

Advisory Board

MERYL TRUFFELMAN MACUNEVICE PRESIDENT, GLOBAL DIGITAL MARKETING, ESTÉE LAUDER

PAUL MARCUMHEAD OF GLOBAL DIGITAL INNOVATION, BLOOMBERG MEDIA

ANDREW MARKOWITZ DIRECTOR, GLOBAL DIGITAL STRATEGY, GE

SCOTT HUDLERVICE PRESIDENT-GLOBAL CONSUMER ENGAGEMENT, DUNKIN’ BRANDS


Advisory Board

DAVID RUBINMARKETING BP HAIR US, UNILEVER

JONATHAN STEPHENHEAD OF MOBILE & EMERGING TECH,JETBLUE AIRWAYS

CHAD STUBBSSR. DIRECTOR, MEDIA STRATEGY & INVESTMENT, PEPSICO

WINSTON WANGGLOBAL DIRECTOR OF STRATEGIC INNOVATIONSFOR MARKETING TECHNOLOGY,ANHEUSER-BUSCH INBEV

MARC PATRICKSENIOR BRAND DIRECTOR,NIKE EAST

CHRISTINE VERMESDIRECTOR, BRAND MARKETING, INTEL

MASON NELDERDIRECTOR OF SOCIAL & DIGITAL STRATEGY, VERIZON

CHRIS THORNE GLOBAL VICE PRESIDENT, MEDIA & MARKETING, ELECTRONIC ARTS

UMANG SHAHGLOBAL DIRECTOR, SOCIAL MEDIA & DIGITAL MARKETING, CAMBELL SOUP COMPANY

ASHWIN NATHANMARKETING DIRECTOR, DIGITAL, FRITO LAY PORTFOLIO, PEPSICO


COLLIN T. WESTCOTT-PITTVP MARKETING, HEINEKEN AT HEINEKEN USA

Advisory Board

Strategic Advisors

JOEL EWANICKVP AND GLOBAL CHIEF MARKETING OFFICER@Joel EwanickJoel Ewanick most recently served as General Motors’ Vice President and Global Chief Marketing Officer.

SCOTT MCNEALYCHAIRMAN WAYIN, FOUNDER CURRIKI, AND FORMER CEO OF SUN MICROSYSTEMS@ScottMcnealyScott McNealy co-founded Sun Microsystems, Inc. in 1982, serving as Chief Executive Officer and Board Chairman for over 22 years. He has since 2011 been Chairman of Wayin.

TED RUBINSTRATEGIC ADVISOR AND ACTING CMO, BRAND INNOVATORS@TedRubinTed has achieved acclaim not only for his passion about brands, but also as the most followed CMO on Twitter. His latest book, Return on Relationship was released last year.

GREGG WEISSVP/BUSINESS LEADER, SOCIAL MEDIA,US DIGITAL MARKETING,MASTERCARD WORLDWIDE


Marquee Sponsors

Global business leaders turn to Bloomberg for breaking business news and analysis they can’t find anywhere else. Through print, television, online, mobile, radio and conferences, we cover the business world with more than 2,400 multimedia professionals in 72 countries. The editorial staff of each media platform leverages the innovation and scale of Bloomberg News, technology, analytics and distribution to provide unrivaled business and financial news coverage – and drive deeper engagement with the decision-makers who matter most. @BloombergWest

NewsCred is the leading content marketing platform. Pairing cutting-edge software with world-class content, we transform brands into storytellers. NewsCred’s Content Marketing Cloud© provides the easiest end-to-end solution for content planning, creation, publishing and analytics. We provide unprecedented access to licensed content from over 4,000 publishers and original content from our award-winning journalist network. Through NewsCred, global brands like Pepsi, P&G, Dell, General Electric and AIG have seen explosive growth in social sharing, engagement and lead generation. Founded in 2008 by Shafqat Islam, Iraj Islam and Asif Rahman, NewsCred has offices in New York, London and Dhaka and is backed by FirstMark Capital, Mayfield Fund, IA Ventures and Greycroft Partners, among others. @NewsCred

Outbrain helps people discover the most interesting, relevant and trusted content wherever they are by powering personalized recommendations across a network of premium publishers, including CNN, The Wall Street Journal, Hearst, Rolling Stone, US Weekly and Fast Company. Through Outbrain’s all-in-one content discovery solution, publishers, brands and marketers are able to amplify their audience engagement by driving traffic to their content – on their site and around the web. Outbrain is currently installed on more than 100,000 sites, reaching over 180 monthly unique visitors in the US, and generates more than 7 billion page views per month. Founded in 2006, the company is headquartered in New York, with 15 offices globally. @Outbrain


Title Sponsors

Dstillery has built its foundation on helping marketers target prospects scientifically proven to most likely care about their brand. Our acquisition of EveryScreen Media, an early innovator in mobile media buying and targeting, allows us to capture a whole new level of insight about those prospects. Adding location and device data to browser and offline intelligence gives us the ingredients, tools and techniques to deliver value at a whole different level. All of that has evolved into Dstillery, where billions of consumer signals and billions of available impressions are distilled across all screens. @Dstillery

Dynamic Signal helps companies build direct relationships with the people who love their brands by engaging them with compelling content, marketing messages and offers. Our platform provides brands a single, comprehensive dashboard to be successful social content marketers and to measure ROI. With rich content marketing and social CRM features, brands can identify, engage and reward their advocates. The brand’s advocates which include customers, fans, employees and influencers can create, share and promote relevant content through their social channels, resulting in a measurable increase in awareness, interest, purchase and loyalty. @DynamicSignal

Adconion Direct is a global provider of multi-channel digital advertising solutions delivering performance at scale for advertisers across display, mobile, email, video and social media. By combining Adconion Direct’s exclusive first-party data and cross channel insights with proprietary technology and predictive optimization algorithms, we are able to deliver quality results across multiple channels and devices. Adconion Direct is the standalone business powered by Adconion Media Group’s global technology platform, a proprietary audience profiling engine that tracks and analyzes over 40 billion audience events monthly. Currently, Adconion has 25 offices servicing 20 countries around the world. @Adconion_Direct

AOL Inc. is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original contentthat engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solution. @AOL


Title Sponsors

With more than 400 million auctions per day, SpotXchange is the trusted video advertising platform for premium publishers, connecting them with advertisers, agencies, trading desks, DSPs and ad networks to ensure they achieve maximum revenue for their inventory. SpotXchange shows premium publishers and more than 1,000 world class advertisers that there is a better way to buy and sell digital video – with trusted solutions that guarantee total transparency, brand safety and real-time control in an open market or directly executed through the SpotXchange platform. Headquartered north of Denver, SpotXchange has offices in New York, London, and Sydney and is ranked 6th on comScore for video ads served, reaching over 200 million unique visitors in more than 80 countries each month. @SpotXchange

RUN is the leader in mobile-focused programmatic advertising technology. The company empowers clients with self-serve or managed service capabilities, and is backed by real-time up-to-the-second analytics. RUN’s cutting-edge mobile solutions integrate into its full suite of desktop capabilities and analytics products. Established in 2010, RUN is a NY-based company. @RunAds

Tongal is an open innovation platform that produces and distributes social video content. Tongal’s proprietary process combines a distributed workforce model with game mechanics which allows brands to pull in ideas from anyone, anywhere and collaboratively produce targeted, on equity content, every time. The company was selected by PepsiCo as one of the 10 most innovative startups in the country, has been written up by McKinsey, Business Week, Fortune, Mashable, Wired, Ad Week, Rolling Stone and clients have ranged from McDonalds, P&G, Colgate Palmolive, Lego, Coca-Cola, NASA, Nestle, Capitol Records, Universal Studios to Kiva and Feeding America. @Tongal


Premiere Sponsors

Purematter is one of Silicon Valley’s energetically growing Social and Content Marketing Agencies, with clients such as Pitney Bowes, IBM, Cisco, The CMO Club and CBIZ. As part of PureMatter Labs, the team produces webinars, eBooks, tools, podcasts and “Substance”, a thought leader interview series hosted by President Bryan Kramer (@BryanKramer). @PureMatter

TapSense is a leading mobile marketing cloud platform that provides a private RTB (Real Time Bidding) marketplace solution. Over 100 customers have succeeded with TapSense, including: Fab, Redfin, Trulia, Expedia, Viator, Amazon and eBay. TapSense was founded in 2011 and its investors include top Silicon Valley venture firms, Ron Conway’s SV Angel and Maynard Webb @tapsense

Livefyre helps companies engage consumers through a combination of real-time conversation, social curation and social advertising. Livefyre powers real-time social experiences for over 550 leading brands including American Idol, AOL, Bravo, CBS, Conde Nast, Cox, Dow Jones/WSJ, FOX Sports,, NASCAR, Showtime, Sony Playstation, Unilever and Universal Music Group. @livefyre

Kargo delivers innovative advertising experiences and integrated marketing opportunities across a proprietary network of major media mobile web sites, native applications and messaging campaigns. Kargo leverages its relationships with carriers, App storefronts and handset manufacturers to accelerate the growth and monetization of audience across major media brand properties. @kargo

Celtra Inc. is the global leader for rich media mobile ad serving and analytics. Celtra’s AdCreator 3 platform, which is used by world’s leading agencies, publishers and networks in more than 30 countries, is the only complete SDK and ad server agnostic platform for rich media mobile advertising. @CeltraMobile

The iSpot mission is to give marketers the ability to optimize TV media, link digital engagement, and analyze competitors by measuring ad effectiveness. In real-time. Brands, agencies and TV networks can leverage the iSpot analytics products to gain insight into what ads are running, where, and at what expense. @iSpotTV

Documents

Brand Innovators Content Marketing 07-17-14