Speaker Presentations

How will the economy in the U.S. recover? The pandemic has changed how businesses operate and how citizens consume. In this new normal, resilience to shocks will be a much more prominent concern. We will all need to be prepared to adapt and respond to shocks without freezing or overreacting. This keynote session will weave together Paul Romer’s research on technological innovation, which earned him his Nobel Prize, and his recent deep-dive into the specifics of how the nation can contain the pandemic without destroying our economy. The overarching lesson is that the basic methods of science -- resolving disagreements about facts and using logic to make sense of them -- are the key both to making progress in the long-run and to responding optimally to short-run disruptions. This method requires an honest inquiry into the mistakes the United States made in responding to the pandemic and a serious attempt at making sure we never repeat them. But we must be sure that these tasks undermine neither our confidence that the citizens of the United States can keep making progress nor our commitment to sustain the effort that it requires.

Overnight the pandemic changed the business landscape, forcing marketing leaders to lead in new ways and rethink how they connect with their consumers. From quickly shifting strategy to lean heavily into digital to reallocating resources to provide a public service, this panel brings together CMOs to discuss how they were able to reimagine the customer experience, deliver on their brand purpose and establish new ways of collaborating with partners, employees and customers. Hear how these brands pivoted during the pandemic and are positioning themselves for future success.

It's an exciting yet challenging time to be a marketer right now. The third party cookie and other unstable identifiers are on their last leg. The pandemic is continuously disrupting behavior and consumption. Privacy is now an expectation rather than an option. With all this continual change, marketing enterprises will need to make drastic changes to the way they collect, store, connect, and utilize data, both inside their own walls as well as across the supply chain.  Join this facilitated discussion to discuss and explore what the future of measurement, the future of media, and future of identity will need to become in order to sustain the future of marketing. A new foundation of data-driven strategies and technology needs to be established now to responsibly and effectively connect brands, publishers, platforms, and the people they serve.

While top advertisers revise creative on average once every 10.4 days, nothing could prepare them for the creative revisions demanded by the first half of 2020. How did brands course correct in the face of macro global, civil and economic events? How was digital helpful in pivoting quickly? What marketers were successful in leveraging CTV and digital platforms to test and adapt? What trends are here to stay, and which will go away? Join Channel Factory for a lively discussion on ways brands are able to affect major pivots from a media, creative, and messaging perspective.

The recent events have shown us that voices matter – and at times, even more so than our own message. As brands, we’ve not only had to rethink how we market to our consumers - ensuring responsive and tone appropriate messages, we’ve had to seek out those voices whose values reflect our own and partner with them to help drive positive change. Unfortunately, capitalizing on social and aligning with trusted talent is risky given the millions of followers to choose from and fake followers that run rampant. Join Bob Lord, SVP, Cognitive Applications, Blockchain and Ecosystems, Ryan Detert, CEO of Influential, and Josephine Chew, Vice President of Brand and Reputation at Wells Fargo as they discuss the power artificial intelligence can have in bringing some much-needed trust and responsibility to this enormous market opportunity.

Recent events in the U.S. have highlighted the racial and social inequities blacks and other people of color face in our society. This panel brings together diversity and inclusion leaders to accelerate the conversation within the C-suite on the value of diversity to drive innovation, creativity and increased performance. It will also discuss how the industry can be held more accountable and implement real changes within their organization and the marketing industry at large.

In a constantly evolving world, it’s hard to foresee what will happen next. Things are changing all the time which makes it almost impossible to predict where everything is heading to. That’s why sometimes it’s best to focus on the things which will probably not change. With economic turmoil and social tensions on the rise, companies and brands have the responsibility to take real, concrete actions and play a positive role for people and the planet. In this presentation Fernando Machado, Global CMO for Restaurant Brands International, will present a framework on how to create a positive impact for your brands while avoiding some common pitfalls we all face.

Today’s CMOs are having to function in an environment of unprecedented uncertainty and change. What will the path to a new normal look like? This panel discussion brings together marketers from The Coca-Cola Company and National Football League to share their thoughts on what the new normal will look like and which consumer behaviors will remain after the pandemic. Attendees will also hear how Coca Cola China navigated the crisis to emerge stronger, predicting what the U.S. can expect as it reopens for business.

Based on the study of dozens of companies, this session shares a research-based model created by leading academic and practitioners for how to design a modern marketing organization.  It challenges some of the traditional approaches and introduces data-informed methods that leaders can use to configure marketing organizations and capabilities for the new market environment. Join Omar Rodriguez Vila, Phd and Jay Jaffin CMDO at Western Union for a conversation about the work and its implications for marketing leaders.​

The last few years have seen unprecedented challenges to the status quo of how consumers are discovered & identified by brands, targeted for advertisements & offers, measured & segmented, and engaged. In the new privacy-first economy, a unified identity solution is needed to bridge the worlds of demand and supply to best serve the consumer who is at the heart of digital advertising.

The ability for marketing organizations to quickly pivot and narrate new stories that stand out and reflects the right tone can mean the difference between thriving or going dark during this time. This panel will host CMOs from both the brand and agency side to discuss how they struck the right on-brand messaging by leveraging in-house creative teams, user generated content and existing assets to maintain a connection with their consumers during the pandemic.