Speaker Presentations

Welcome from MMA Global Board Chair

The Journey from CMO to CEO

Barbara Martin Coppola is the CEO of Decathlon, the world's largest sports goods designer and retailer. Previously she was CDO at IKEA and CMO at Grubhub, in addition to being in marketing leadership at Google and Samsung. Now that she is CEO, Coppola's session is all about what she wishes she'd known back when she was a CMO.

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

Designing the Marketing Organization is a process that requires intense research and data-driven rigor. Guided by the Professors at MarCaps and informed by the latest evidence-based research, AT&T has been transforming its Marketing Organization over the past several years. Kellyn Kenny, Chief Marketing and Growth Officer at AT&T, will share her experiences and learnings from this massive endeavor.

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

The transformative potential of generative AI to reshape marketing is immense, so how can we make well-informed decisions about where to direct our efforts and investments to responsibly adopt this technology? Adobe's Eric Hall will share three key insights that CMOs can leverage now to enhance growth and customer impact.

Winning the Bot Wars

Joshua Browder has been called the "Robin Hood of the Internet," using AI driven robot lawyers to navigate corporate and government bureaucracy on behalf of consumers. Is your business ready to face the army of consumer bots that are inevitably coming your way?!?!

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.

Prepare Yourself for the Five Key Ways Marketing Will Never Be the Same

Join Shelly Palmer, AI Marketing’s Human LLM, as he makes some harsh predictions about AI winners and losers. Discover how AI-driven personalization, predictive analytics, automated content creation, dynamic pricing, and enhanced customer engagement will change marketing forever. Learn how AI will also make marketing more human, fostering deeper customer relationships. Shelly will outline critical steps to stay competitive in the AI-driven landscape and present insights into challenges like AI job displacement, data privacy nightmares, deepfakes, hyper-personalization backlash, and the death of link-based search. Don’t miss this chance to stay ahead on the AI curve.

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.