8:30 – 9:00AM
Registration, Breakfast & Networking
9:00 – 9:05AM
9:05 – 9:10AM
9:10 – 9:45AM
Purpose and Passion Matter: Digging In with Brand Purpose and Growth
Victoria Morrissey, Global Marketing & Brand Director, Caterpillar
For almost 100 years, Caterpillar has been helping its customers make meaningful and lasting progress possible. Last year, Caterpillar’s Global Marketing & Brand Director, Victoria Morrissey, led the reinvigoration of an iconic brand — taking this complex manufacturer to market with a powerful new purpose, vision and voice. Victoria will talk about the intersection of science and story, the power of emotion (especially in the B2B space) and why you have to find the forest before you can evaluate the trees.
9:45 – 10:20AM
Marketers and agencies have invested heavily in technology to make customer acquisition more efficient and to increase lifetime customer value. But new research indicates that this strategy has stalled and that, to matter more, there needs to be greater investment in creativity to differentiate experiences and drive growth. Join Jay Pattisall, Forrester’s global agency analyst and agency veteran, and Rishi Dave, CMO of Vonage, as they review Forrester’s research findings and discuss the importance of renewed investment in creativity. Discover through data and discussion how marketers and agencies can benefit from better balancing their investments.
10:20 – 10:55AM
Growth Matters: A Strategy for Growth During Unprecedented Disruption
Audrey Melofchik, President, DDB NY
Kerry Sullivan, VP of Marketing and Customer Strategy, U.S. Skin Health, Johnson & Johnson Consumer Health
Disruption is everywhere, creating new challenges for many of the world’s best-known brands. As leaders in skincare known for thinking years beyond the jar, Neutrogena’s marketing team needed to ensure consumers were aware of the brand’s best-in-class product offering in order to win in today’s fast-changing environment. But to gain attention among all the disrupters, they had to find a way to market Neutrogena that was both interesting enough to break through all the noise yet stayed true to the brand and its history. Find out how they managed to generate results that spoke for themselves.
10:55 – 11:10AM
Break & Refreshments
11:10 – 11:45AM
Transformative Creativity Matters: If Advertising Was Invented Today, How Would We Do It?
PJ Pereira, Creative Chairman & Co-Founder, Pereira O’Dell
PJ Pereira, Creative Chairman, Pereira O’Dell recently served on three different consecutive juries at Cannes – including Entertainment, Titanium and Social Influencer, two of which he served as president. The experiences led to a new perspective on what’s world class advertising today, how to make the creative resonate effectively…and how the best brands in the world are managing to get there.
11:45AM – 12:20PM
Culture and Values Matter: Defining Our Heightened Responsibility as Marketers
Elizabeth Bamonte, Global Digital Leader for Industry Marketing, IBM
Tonya Garrett, Head of Independent Agencies, North America, LinkedIn
Cultivating a great culture that embraces not only customers but employees as well is critical for the success of businesses today. But this poses one of the most challenging moments that businesses have faced: how to bravely position their brands in a new age of transparency. Millennials and Generation Z demand that the brands they work for align with their own values and purpose. Customers expect more from brands as well – the same alignment of values and purpose. As a direct result, marketing’s role in this new environment is bigger than ever. Beth Bamonte, Global Digital Leader for Industry Marketing at IBM, and Tonya Garrett, Head of North American Independent Agencies at LinkedIn, will explore how making marketing matter more is about aligning your brand to attract the people you need; and how bringing the best out of your employees, in turn, brings the best out of your brand.
12:20 – 12:50PM
Risk Taking Matters: Go Bold or Go Home: The Risks and Rewards of Breakthrough Work
Chris Duffey, Strategic Development Manager, Adobe
Allison Knapp Womack, Chief Marketing Officer, Enterprise Community Partners
The irony of today’s marketing landscape is that it’s harder than ever to break through, yet so many B2B marketers are playing it safe. Fear of controversy in a politicized and complex world, consensus decision making, and C-suite conservatism can weaken the creative resolve of any organization. But with even powerful ideas gone in a ‘snap’ or ‘insta,’ being bold is table stakes for being noticed. This session boldly goes where B2B often does not: to campaigns that took risks and achieved great results. How did they go about it? How did those marketers evaluate and manage risk? This session focuses on marketers who’ve gone bold and lived to tell the tale.
12:50 – 1:25PM
Erin Johnson, former Chief Communications Officer at JWT, put an industry on notice by standing up for herself—and standing up for those in the marketing world who have been subjected to harassment. Now, Erin has a powerful point of view on how the industry she loves needs to evolve – from building open, equitable, human and high-performing organizations to pacing change and prospering in the process. Nat Ives, Editor of CMO Today at The Wall Street Journal, will join Erin in what promises to be a remarkable fireside chat about the future of marketing.
1:25 – 1:30PM
1:30 – 2:30PM
Lunch, Cocktails & Networking – Ogilvy Rooftop