Sunday, July 21, 2024
Cocktail Hour + Dinner
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Designing Wonder: Why We Want Amazement
In this performance/keynote, Andrew Evans (Founder/CEO of The Magic Patio; former design leader, IDEO; and lecturer, Stanford’s Design School) will break the only rule in magic and tell you how it all works. Spoiler alert, it’s not about smoke and mirrors.
With deep expertise as both a design leader and magician (for clients including Airbnb, Apple, Disney, Google, Meta, TED, as well as the stage production of Harry Potter and The Cursed Child), Andrew will share how you can borrow from magicians to build products, services, and campaigns that deliver a unique sense of wonder to clients…no deceptions necessary. Integrating psychology, human-centered design, and the science of surprise, Andrew's work demonstrates how teams can heighten customer engagement by amplifying curiosity and imagination. Prepare to be amazed, inspired, mystified.
VIP After Party
The VIP after-party is another great opportunity to network with colleagues. A live DJ will spin your favorite songs while you capture the moment in the 360 photo booth and indulge in a selection of delicious desserts.
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Monday, July 22, 2024
Morning Yoga
Insights Breakfast
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A Closer Future: New Technologies for Human Connection
General Session
Welcome from MMA Global Board Chair
The Journey from CMO to CEO
A Shared Language and Vision for Growth – How CMOs Talk CFO
The most effective CMOs know that they need to speak the CFO's language, not the other way around. Rex Briggs, perhaps the greatest inventor of marketing measurement today, has spent two years on Project ROMI, the definitive “translation for CMOs to talk CFO.” Rex will interview a CFO and leading marketer about what they’ve found in translation.
Data-Driven Marketing Org Transformation at AT&T
Networking Break
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Showing Up and Breaking Through with Storytelling and Personalization
BRANDNOMIC$: Getting to CMO/CFO alignment on the ROI of brand
For the first time ever, Ally’s CMO and CFO take the stage together to discuss how Marketing and Finance can successfully align on the true economic value of Brand, as well as the role of hard evidence from quality measurement studies like BAP in optimizing investment allocation.
Organizing for New Growth – Leveraging the Full Potential of GenAI in Your Organization
Learn how to design a GenAI adoption strategy to leverage its full potential, regardless of your starting point. In this session we will share academic research with feedback from marketing executives at GM, Adobe, Kellanova, and Home Depot. Organizations can use these research findings to create a GenAI adoption map that will help guide their decisions for where to embed GenAI into marketing. Join us as we explore the new ways of thinking that will be required to create business impact from GenAI.
Three Priorities for CMOs in the Age of Generative AI
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Networking Lunch
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Deep Dive Sessions
Constructing the Customer Journey
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Marketers’ Critical Inflection Point with CTV
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Networking Break
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Deep Dive Sessions
How will AI transform the CMO's role in the C-Suite?
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Is the trade-off between Short- & Long-Term rooted in a myth?
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Cocktails, Dinner & Live Entertainment
We'll be dining at Artesa, a winery established in 1991 by Spain's oldest winemaking family. With breathtaking views of Los Carneros, Artesa combines old and new-world techniques to produce exceptional estate-grown wines. The winery's modern architecture, inspired by Barcelona, beautifully showcases the natural beauty of the Mt. Veeder foothills, making it the perfect place to enjoy wine, art, and culture.
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After Party Crush Bowling Lounge
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Tuesday, July 23, 2024
Morning Yoga
Insights Breakfast
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Insights to Elevate: Marketing's Role in Value Creation
General Session
Opening Remarks
Winning the Bot Wars
AI Innovation Meets Its Accountability Moment
The world's biggest tech companies and startups with booming valuations are all competing to win the AI race, capturing market share – and billions in potential revenue – along the way. But as this technological contest reaches a fever pitch, the AI industry is also finding itself in the crosshairs of legal threats, regulatory pressure, and more than a few ethical dilemmas. Join Hard Fork hosts Kevin Roose and Casey Newton, in conversation with Katie Drummond, WIRED's Global Editorial Director, as they discuss the most notable innovations in AI, who's winning and who's falling behind, and where clients and consumers need to cast a careful eye as AI seeps into every corner of their industries – and their lives.
Movable Middles Growth Framework (MMGF): New Thinking on Advertising Targeting to Hack Short- and Long-Term Growth
The decades-long struggle between pursuing long-term growth and achieving short-term sales is rooted in a myth. What if “going broad for the brand and targeted for performance" is wrong? Join this session to see how we’re challenging marketers to adopt a new audience strategy focused on the Movable Middles, how it compares to other audience targeting approaches, and how it can help drive repeatable success.
Networking Break
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General Session
Prepare Yourself for the Five Key Ways Marketing Will Never Be the Same
The Impressive Outcomes of AI-Powered Advertising Personalization
MMA’s Consortium for AI Personalization (CAP) is driving dramatic digital marketing impact by leveraging this revolutionary new AI use case. Of the eight experiments so far, the average boost in performance is 2.5x. While incredibly powerful, we still don’t fully understand the magic and mystery of AI – but we’ll try to explain with the help of our collaborators at Major League Baseball and Shell.
From Three Months to Three Prompts: Is AI Set to Transform the Market Research Process?
The promise of AI personas is faster insights and improved decision making for marketers. Instead of waiting for weeks or months, a CMO can now instantly test a hypothesis. But with what level of accuracy?
The MMA has teamed up with Media.Monks to work with Kraken, the NFL and other organizations on a series of experiments to test the validity and precision of these new approaches. Join us to hear the preliminary, never before shared results of this exciting new research.
Lunch
Napa Valley Experiences
Golfing at Silverado Resort
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Safari West Adventure, Family-Friendly
Wine Tasting at Covert Estate
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Culinary Experience
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