Sunday, July 15, 2018
Breakfast: World Cup Game
Global Board Lunch
Open to invited board members and marketers.
Global Board Meeting
Open to invited board members and marketers.
Depart from Hotel to Offsite Winery
Cocktails
*Family, Partners and Friends Welcome to Join
Welcome Remarks
Dinner
In Partnership With:
Welcome from MMA
Inspirational Keynote
Women Leading Change: War Zones, the Workplace, # Me Too. Now What? & Beyond
Zainab Salbi went from being a survivor of war in Iraq, where she was raised as the daughter of Saddam Hussein’s private pilot, to helping over 430,000 women in eight conflict zones rebuild their lives as founder and former CEO of Women for Women International. Zainab shares her experiences from war zones where her organization created life changing opportunities for women to be able to work and contribute to the economic health of their communities. She goes beyond war zones to discuss her experiences as a CEO and how we need to get past our fear and lead with love. She also explores our culture of complicity and the objectification that has mainstreamed sexual harassment and the abuse of power by men against women from all walks of society. In this inspiring keynote, Zainab will move us forward on a road of change to end this cycle of violence, to create a nurturing environment where every person’s potential can be fully realized.
Zainab has been called one of “25 Women Changing the World” by People, “100 Leading Global Thinkers” by Foreign Policy Magazine and one of 100 “The Most Creative People in Business” — Fast Company.
After Party
*Friends, Partners and Friends Welcome to Join
In Partnership With:
Monday, July 16, 2018
Yoga
*Family, Partners and Friends Welcome to Join
Breakfast
Welcome from MMA
MMA Host Welcome
Session 1
Building a Culture of Freedom and Responsibility
Patty McCord served as chief talent officer of Netflix for 14 years and helped to create the famous Netflix Culture Deck. Since it was first posted on the web, the Deck has been viewed more than 15 million times, and Sheryl Sandberg has said that it may be the most important document ever to come out of Silicon Valley. A veteran of established enterprises and start-ups alike, McCord has vast experience building winning cultures. McCord will discuss how building a culture of freedom and responsibility strips away the constraints that can thwart high-performers so your teams can be lean, nimble, motivated and happy.
Session 2
The Innovation Imperative: Accelerating Growth through Venture Thinking
With digital transformation forcing companies to quickly adapt to fast-changing times, innovation has gone from peripheral to corporate strategy to foundational. But how do successful companies translate innovation into commercial success? Touching on key findings from GE’s new Global Innovation Barometer—and drawing from her experience working in GE’s venture capital group—Dara will discuss how companies are turning break-through ideas into solutions that build business and improve the world—from mobile payment services to drone-enabled health solutions. How to build “venture” thinking into a big organization? Dara will share how innovation leaders drive transformation, accelerate change and maximize their return on innovation.
Session 3
Blockchain in Marketing: Imminent Promise, Real Challenges
The advent of blockchain technology has represented a generational shift in network computing. For marketers and communicators, corporate adoption and implementation of blockchain technology promises advantages that are too compelling to ignore. These range from operational (e.g., ad buying) to transformative (e.g., certifying goods as sustainably sourced). But blockchain technology is transformative enough without having to oversell it. You do, however, have to understand the capabilities and limitations. Join Phil Gomes, Senior Vice President, U.S. B2B Digital Leader, Global Blockchain Center of Excellence at Edelman as he cuts through the hype, discusses what executives can really learn from the most promising pilots, and prepares marketers to ask the right questions of teams and colleagues when they get back to the office.
Networking Break & Patty McCord Book Signing
In Partnership With:
With Great Power, Great Responsibility: Bridging The Gap Between Technology and Humanity
Today, tech companies are leading a movement towards more responsible and ethical innovation. In contrast to television, the opportunities to reach consumers through digital seems limitless, but how do tech companies, marketers, and advertisers collaborate in bridging the gap between technology and humanity? This in-depth discussion with Marc Mathieu, CMO of Samsung will examine digital well-being, and what it truly means to utilize technology in a healthy way.
Session 4
Marketing in the Age of Assistance
Thanks to mobile, today’s consumer can get exactly what she wants, instantly and effortlessly. As a result, she has heightened expectations for every single experience and wants to be assisted everywhere. Join Allan Thygesen, Google's President of Americas, to discuss how brands can leverage data to delight consumers and drive business results in the Age of Assistance.
Session 5
A MMA MOSTT Research Study: Competing on M.A.R.S. – A Look Into the Emerging Marketing Capabilities for Today’s Market
This session shares key findings from a year-long study of changes in marketing capabilities by firms seeking to compete more effectively in today’s increasingly technology-led environment. Join Omar Rodriguez Vila, Phd as he shares a new model for the organization of marketing work centered on the development of value stacks, the creation of organizational gravity, and the design of learning loops. The presentation will provide examples of how the development of these emerging practices vary across firms, and insights to select the right model for your organization. This is the first of a number of projects brought to you by the MOSTT initiative.
In Partnership With:
Session 6
The Grass is Always Greener with AI
It is more important than ever for brands to connect with consumers on a personalized, 1:1 level. In this session, TruGreen CMO Kari Rajaniemi will share how the brand collaborated with IBM Watson Advertising to create an AI-powered ad that can provide personalized lawn care plans and product recommendations based on a consumer's individual needs. Rajaniemi will share key learnings and insights from this unique campaign and inspire brands to seed their own campaigns with AI to help drive deeper engagement.
Lunch
In Partnership With:
Deep Dives
Deep Dive 1
Sonoma Valley Room
Brand’s Untapped Opportunity: The Convergence of Mobile and Out-Of-Home
By 2022, eMarketer predicts US mobile location-targeted ad spending will be $38.7 billion. Out-Of-Home is a key factor in mobile’s growth by connecting the right user, to the right message, at the right time, ultimately driving more in-store visits and revenue. In this discussion, Ubimo and Clear Channel Outdoor will discuss the future of OOH, the impact of location and consumer behavior on OOH campaign planning, and how brands can capitalize on the convergence of mobile and OOH to increase the effectiveness of their ad spend.
In Partnership With:
Deep Dive 2
Kenwood 1
Making Mobile Work Smarter for Your Business
CMOs and CEOs now have the most personal and relevant way to reach, attract, engage and monetize their customers. With customers spending more that 3 hours a day in apps, companies have an opportunity to connect with, create relevant experiences, monetize directly and indirectly, build loyalty, and gather insights on their consumers. In this conversation, we will address how to identify where the opportunities are, and how to get real-time insights into consumer demographics and what your competitors are doing with mobile apps.
In Partnership With:
Deep Dive 3
Kenwood 2
Maximizing Mobile — Creative Quality and Brand Safety
When it comes to placing mobile ads, there’s more to the equation than just display versus video. Playable ads, haptic feedback, interactive video, native functionality, and more all factor into the creative process. There’s a time and a place for everything (or is there?). Join Doug Manson, VP of Creative Services for AdColony for this in-depth discussion of the ins and outs of choosing the right format and mobile placement for your brand campaign.
In Partnership With:
Deep Dives
Deep Dive 4
Sonoma Valley Room
People & Places: Harnessing the Power of Location Data to Maximize Marketing Investments
Much of the impact of mobile advertising occurs away from smartphone screens, as the majority of purchases still take place offline in the “real world.” The smartphone, however, is able to add exponential value in the form of insights and measurement, allowing marketers to better understand their customer and unlock the true impact of their campaigns by attributing results to both online and offline initiatives. Join Founder and CEO, Gil Elbaz and SVP of Marketing, Brian Czarny of Factual for a lively location data discussion and share your successes and challenges with mobile measurement and insights.
In Partnership With:
Deep Dive 5
Kenwood 1
The Fallacy of Vanity-Stats Marketing
Performance marketers pride themselves in making better decisions through quantitative data – gone are the days of spray-and-pray. But when have you last taken the time to review the KPIs that your Marketing team is measured on? How do you avoid acting on false positives that trigger a vicious cycle of bleeding cash? Join us for a discussion on the three most common measurement errors that skew ROI – Fraud, Misattribution, and Confirmation Bias – and for a checklist to detect if your ad spend is affected.
In Partnership With:
Deep Dive 6
Kenwood 2
Engagement Marketing in the Here and Now
How can you future-proof your engagement marketing team to best capitalize on innovations in technology and data processing? True “just-in-time” cross-channel messaging capabilities mean that collaboration skills and processes are no longer nice to haves, they’re now table stakes for success. If internal teams vary in their ability to test and learn and to iterate, your company’s silos are showing. Your customers will notice, and your business will get left behind. In this session we'll break down the challenges, and share tips and tools that can help create a competitive edge.
In Partnership With:
Deep Dives
Deep Dive 1: Brand Marketer Town Hall
Sonoma Valley Room
During this deep dive Omar Rodriguez Vila will follow the material from his mainstage presentation to facilitate an interactive session on the work. Participants will get to explore the framework together and key decisions for how to design marketing organizations to compete on M.A.R.S. (Mobile – Analytics – Real time – Social). Attendees will also discuss a preview of the findings from a recent study across 450 companies on the state of Insource vs. Outsource decisions, a key aspect of the new marketing organization.
Deep Dive 2: Solutions Providers Town Hall
Kenwood 1
During this deep dive Sheryl Daija, Chief Strategy Officer at the MMA and Matt Prohaska, CEO & Principal at Prohaska Consulting will lead a discussion on key opportunities and challenges facing today's solution providers in working with leading global brands, as well as explore a more focused research agenda for the industry.
Depart from Hotel to Offsite Winery
Offsite Dinner
*Family, Partners and Friends Welcome to Join
In Partnership With:
Departure from Offsite Winery to Hotel
After Party
*Family, Partners and Friends Welcome to Join
Tuesday, July 17, 2018
Yoga
*Family, Partners and Friends Welcome to Join
Breakfast & Morning Insights
In Partnership With:
The Consumer Engagement Crossroads: Getting Consumers to Opt-in, Before They Opt-out
Consumers are overwhelmed by the number of ads they see and nearly 70% say ads are not relevant to them. However, there is one type of ad format that 80% say provides a better advertising experience - opt-in video. In this presentation, hear findings from a nationwide study that outlines the current consumer mindset around advertising and opportunities for brand marketers going forward. Find out what consumers really think of opt-in video, how brand marketers view opt-in video in relation to more traditional ad formats like pre-roll and the opportunity for opt-in video to expand outside of the world of gaming and into the mainstream.
MMA Welcome
MMA Host Welcome
Session 1
No-Holds-Barred Interview: Trump’s Social Media Bullet, Brad Parscale and Bloomberg TV’s Emily Chang
Supporter or dissenter, you can’t argue that the 2016 Presidential Election was like nothing ever seen before. Attendees will hear an exclusive, unrestricted interview with Brad Parscale, Digital Director for the 2016 Trump Presidential Campaign, on how he changed America’s future with an astonishing social media strategy. Emily Chang, anchor and executive producer of "Bloomberg Technology,” will delve into how Parscale manipulated today’s marketing platforms to push a conservative agenda and successfully pulled off a presidential win that shocked the world.
Session 2
MGM Resorts Reinvents itself to Entertain The Human Race
Learn how MGM Resorts International is transforming itself from a group of Las Vegas hotels and casinos into a powerful global entertainment brand offering unrivaled entertainment experiences. Lili Tomovich, Chief Experience and Marketing Officer at MGM Resorts, will share its journey of brand reinvention and how it connected emotionally with employees and guests to deliver on its brand purpose. Tomovich reinforces that although leveraging technology to deliver a guest experience is critical in this day and age, never forgetting the importance of human engagement is at the heart and soul of their brand. She shares how, to connect emotionally, the brand promise must come to life at every point of customer contact with the help of the organizations’ greatest asset — its people.
Session 3
How Mobile Apps are Changing the World
Mobile apps have shaped the way we live our daily lives. They give us the power to do nearly everything — from ordering a burrito while lounging on the couch to finding a significant other with a few swipes on a dating app. So why don’t we harness the power of this same technology to solve some of the world’s bigger problems and even the biggest problems? That’s exactly what Copia has set out to do. Hear how Komal Ahmad, Founder and CEO of Copia, is using mobile technology, data and analytics, and a sophisticated algorithm to dramatically reduce food waste and solve the World’s Dumbest Problem - hunger. Don't miss a truly inspirational session with a formidable leader sharing how mobile is shaping the future.
Break
In Partnership With:
Session 4
Building a Shopping Experience for the Future of Mobile Commerce
Boxed, the popular ecommerce start-up known as the "Costco for millennials" is laser-focused on building a best-in class mobile shopping experience while also keeping a fast-paced and positive culture throughout the organization. Jackson Jeyanayagam, CMO of Boxed, will share the story of Boxed's rapid growth going from $40,000 in sales to $100 million in three years, how the company's generous employee benefits strengthens its brand, and how it all ultimately contributes to the future of how mobile commerce is evolving.
Subway Employs Next Generation Mobile Communication and Commerce
The next generation of mobile communication and commerce is here. Rich Communication Services (RCS), a dynamic and interactive technology that mimics the conversational simplicity of messaging is being used to engage and drive customers to Subway. Hear Carissa Ganelli, Chief Digital Officer at Subway share the results of its RCS trial and how it is driving advancements in mobile loyalty, SMS, and mobile apps to deliver a personalized ordering experience in seconds – and in clicks.
Session 6
Ten Year Futures
The personal computer S-curve gave us 1.5 billion PCs and 3 billion people online, and now the smartphone S-curve is giving a computer to everyone on earth. So today, we have two innovation conversations: First, what can we build on the billion-scale platforms we have, what new models can we create, and do the internet giants leave any room? And second, what are the NEXT S-curves — the next transformative technology waves?
Lunch On the Go
Busses Leave for Afternoon Activities
*Family, Partners and Friends Welcome to Join
Golf
In Partnership With:
Wine Tasting
In Partnership With:
Wine Country Safari
