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Marketers have witnessed incredible change in recent years. From new technologies to shifts in budgets and resources, today's marketers are constantly being forced to think and work differently. Amid this shift, marketers must figure out how to adapt key principles and skills to this new high-paced environment.
Fireside chat: The new media landscape
Ben Lerer, CEO, Group Nine Media; Managing Partner, Lerer Hippeau Ventures
Shafqat Islam, Co-founder + CEO, NewsCred
Business models in the media industry are rapidly evolving. Brands are becoming publishers, media is becoming democratized, and there is a trend towards
consolidation of businesses. A lot of the changes in media are caused by the competition to create great content. So how will the future of content shape the
future of media? Will video continue to dominate, what is on the horizon, and what will the media company of the future look like?
Short stories: The science of storytelling
Short Story 1:
Hans Riis, Content Strategist, Merck
Martin Kovach, Content Strategist, Merck
Short Story 2:
Aniko Delaney, Global Head of Corporate Marketing, BNY Mellon
Short Story 3:
Clay Hausmann, Chief Marketing Officer, Aktana; Principal, treatment
Short Story 4:
Benjamin Meents, Vice President, Corporate Marketing + Brand, Optum
Teddy Lynn, Global Chief Creative Officer, Bloomberg Media
Short Story 5:
Andrew Steinthal, Co-founder, The Infatuation
Chris Stang, Co-founder + CEO, The Infatuation
Panel: Storytelling for social
Javier Boix, Senior Director, Storylab, AbbVie
Eric Edge, Head of Marketing Communications and Industry Relations, Pinterest
Elizabeth Miersch, Executive Managing Director, Furthermore, Equinox
Cynthia Stark, Vice President, Global Digital Brand + Marketing, Sun Life
Lindsay Nelson, Chief Marketing Officer, Vox Media (Moderator)
Brands do not often have the luxury of creating different pieces of content for different platforms, yet each social media platform has its own language and its own way of connecting with audiences. How can brands act like media companies and create successful content hubs? How can brands ensure their identity is not lost as they tailor messaging for various platforms?
Short talk: Creating content for community and culture
Frank Thomas, Director, Content Strategy + Content Marketing, adidas
Aside from using content marketing to sell products, it can also be a very valuable tool for building a community with the same attitude and values as your brand. In this session we hear how one brand used a content-first strategy to gain company advocates, increase employee pride, attract talent, build trust and strengthen the culture of the brand.
Closing keynote address: The marketing revolutionary
Jill Cress, Chief Marketing Officer, National Geographic
In today’s fast-changing digital landscape the secret in the sauce is there is no secret. Connecting with your target audience is a careful blend of leveraging
technology, harnessing data, and being creative with content to truly engage. In this session, a true marketing revolutionary will share their recipe for success.
