Dana Point Summit

Feb 21 - 23, 2016 / The Ritz-Carlton, Laguna Niguel

Are you maximizing content and data to tell your brand story?

Content identification, creation, and distribution in the age of the digital consumer can be tricky. Learn how some of the biggest brands in the business are not only keeping up, but beating the competition.

- It is time to ADAPT -

We’re going to get right to the point. . .what is ADAPT?  ADAPT is:

  • 160+ of the most senior brands, agencies, media companies and solutions providers in marketing
  • Killer content designed by your peers to help your brand embrace modern marketing in both the short and long term
  • Church & state: our main stage content is NEVER paid for
  • Quality networking in meaningful and memorable settings – Know who will help you solve your day-to-day challenges? The one you ran with on the beach at 7:30am, was honest with you in a Roundtable discussion, or shared a cocktail with while watching the sun set over the Pacific.
  • If that’s not enough, it all takes place at a 5-star resort on the cliffs of Dana Point. Did we mention it will be snowing in New York?

So how do we make all this magic happen?

The ADAPT Summit addresses how brands are transforming themselves to interact with audiences in meaningful ways that drive bottom line results. Programmed for and by marketers; we’ll address big data, storytelling, programmatic media buying, mobility, social media strategies, and more. ADAPT was created to help brand marketing executives learn from their peers’ successes.

It is a fantastic and aggravating time to market your brand. There have never been so many tools to engage with your audience and yet…there have never been so many options to choose from. At this year’s ADAPT Summit we are bringing senior marketers in to share some of the winning strategies their brands are putting to use. Our goal is to be both inspirational and aspirational. Take IoT (Internet of Things), brands who bake connectivity into their products are blurring the lines between product and marketing. Or VR (Virtual Reality), an opportunity for brands to create immersive environments that go beyond pitch and straight to experience. These are two examples of techniques marketers are deploying to reach the savvy consumer. They push the boundaries of marketing and make some marketers feel uncomfortable. We’re going to make these tangible.

This summit will bring together 160+ senior brand marketers, agency executives, media company executives, and service providers (at a 1:1 ratio) for marketer led presentations, group wide moderated conversations, and networking with the experts you need to adapt your business. As always, our events always start with conversations and interviews with senior brand and agency executives. Our goal in these conversations is to identify 1) the transactional barriers holding marketers back from being more effective with their spends and 2) helping marketers narrow down and harness all of the tools at their fingertips to reach point #1.

We’ve broken the strategies we’ll be exploring into three areas:

  1. Identifying Content:

    How to combine creativity with 1st & 3rd party data to optimize your strategy. Create content that connects with today’s consumer. Some times content means creating a video, others an application; content is fluid.


  2. Creating Content:

    How best to partner with media companies, creators (e.g. YouTube, Facebook), and agencies to efficiently create content. Find out to balance external creativity with internal resources to create content that resonates.


  3. Distributing Content: 

    How to distribute content at scale: leverage media-sharing customers, data, technology and media opportunities (think native and programmatic) to buy media more efficiently.

 

For sponsorship inquiries, please contact Chelsea Walker at [email protected]

 

What past attendees are saying about the ADAPT Summit:

“ADAPT was a great gathering of decision makers over a broad spectrum of the industry with a great diversity of opinion. The number of attendees was the perfect blend, not too small and not too big.”

-       Eric Fischer, Director of Global Brand Media at GoDaddy

“This was my first Adapt conference and the networking was outstanding – the level and openness of participants was refreshing. I learned, I made contacts and I left knowing that it was time well spent.”

-       Lori Norian, VP Marketing at Matrixx Initiatives

- Speakers -

- The Venue -

- Past Brands & Agencies -

Get Invited

4:00 pm - 6:30 pm

Brand and Agency Only Closed Door Meeting

4:00 pm - 4:20 pm

Why Pepsico is Bringing Together Data Scientists, Designers, and Digital Strategist to Create Meaningful Content

4:20 pm - 5:50 pm

Roundtable: Why Data Storytelling is the Key to Making Smarter Decisions

This roundtable discussion will define what data storytelling really is and why brands should utilize it across their marketing efforts. Data storytelling allows marketers to filter out the data they don’t need and focus on inputs that drive results. When done right it turns data and advanced analytics into stories that actually change the business trajectory. But there are hurdles: team structure, data ownership, internal buy in…not to mention client/agency/vendor relationships.

In this closed door session, marketers will share the practical and sometimes painful realities of data storytelling implementation. More importantly, they’ll share their work arounds and success stories.

5:50 pm - 6:30 pm

Sponsor Presentations

6:30 pm - 7:00 pm

Brand and Agency Only Reception

Wrap the afternoon’s closed door sessions with an intimate cocktail reception

7:00 pm - 9:30 pm

Opening Reception and Dinner

Join fellow attendees for a night of networking fueled by the beautiful oceanfront scenery, dinner and cocktails.

7:30 am - 8:30 am

Active Networking: 5K Run/Walk

8:15 am - 9:15 am

Pancake Breakfast

9:15 am - 10:00 am

Coffee Break

10:30 am - 11:10 am

Fireside Chat: Moving From Brand Building to Business Outcome: The new role of Marketing in the C-Suite

The role of the Brand Marketer is being redefined – and now goes well beyond Advertising—including data-driven Customer and User Experience, Content Marketing, eCommerce, Martech, and how they all affect lifetime customer value. As their remit expands, Marketers are seeking help both internally and externally to transform their departments, arm themselves with new methods and models for their expanding roles, as well as how to transform the perception of Marketing within the C-Suite - from discretionary spending and orchestrator of agencies to drivers of real growth and tangible business outcomes. How are they making this transformation?

Join ADAPT Host Dina Marovich and industry veterans Alan Feldenkris, Executive Director of Brand Marketing at NPR, and Alan Schulman, National Director at Deloitte Digital as they discuss elevating the C-Suite Marketing conversation from Media Channel spend—where most agencies struggle to remain relevant—to driving Marketing transformation that affects both Brand AND Business growth.

11:10 am - 11:30 am

Keynote: GE Embracing Marketing Innovation at Scale

Whereas most companies are dipping their toes into tomorrow’s mediums, General Electric dove into the deep end. Podcasts, VR, comic books...Instagram (seems we could go on forever!) are just some of GE’s playgrounds.

GE’s CMO described this strategy best, “We know ourselves well. We never sit around and say, "How can we make the GE brand cool?" because for those of us who work here, this is the coolest brand in the world. It's about revealing who we are to the right audiences. The other thing we don't do is sit around and say, "How do we reach the most people?" We think about who shares our passion and our interest in science, technology, engineering, and we go after that."

In this session, find out from General Electric’s Chief Creative Officer how GE is embracing these ideas at scale.

11:30 am - 11:45 am

WTF Does Snapchat Mean for Brands? Chobani is Finding Out.

With so many emerging social platforms, it’s hard to know what is worth your time and effort. Today, Snapchat is the latest ‘must do’ channel, however it is still uncharted territory for most brands. The platform promises views, but can’t delivery much on targeting or data capture. Chobani will take you into their journey with Snapchat – from their organic launch to paid programming. A transparent point of view on what’s interesting, terrible and exciting on Snapchat.

11:45 am - 12:00 pm

What Roles Do Data & Programmatic Play in your Brand Marketing Strategy?

How do we reach customers efficiently and effectively? This core question grounds most marketing considerations ‑ In today’s market though, the paths to consumer engagement are increasingly complex and reflective consumption habits that travel from screen to screen. More than ever marketers need a strategy that not only actively speaks to their audience across all screens, but also leverages attributes of the particular messaging channel to engage with a highly nuanced, data-defined audience subset.

Join Cadreon’s Matt Bayer (SVP, Advanced TV) and MediaHub’s Kelly McGowan (Associate Media Director) for a discussion centered on the marketing use of granular data, automated tools and smart targeting to reach a new generation of audience that expects advertising to be increasingly relevant to their life and experience.

12:00 pm - 12:15 pm

JARDEN’S MARKETING SUCCESS THROUGH CONTENT & TECHNOLOGY PARTNERSHIPS

You may not know the name, but you know the brands. Jarden Corporation is a global Fortune 500 consumer products company with over 120 brands and 35,000 employees worldwide. Tasked with leveraging the communication activities that occur across the diverse brands, Jared Anderson will provide visibility into common challenges and opportunities shared by the marketers as it relates to media. He will discuss how they are using data, not just as a tool for targeting consumers, but as a resource for discovering emerging and innovative media companies through partnerships with audience drivers like Buzzfeed’s Tasty.

12:15 pm - 12:30 pm

Transition Break

12:30 pm - 1:30 pm

Brand/Agency Lunch and Sponsor Presentations

12:30 pm - 1:30 pm

Seller Lunch

2:00 pm - 3:30 pm

Roundtables @ The Summit

2:00 pm - 3:30 pm

Roundtable A: How to Make Data Driven Buying Work at Scale

We are all familiar with the promise of data driven buying: screen agnosticism, 1:1 targeting, staffing efficiencies, higher ROI. In short, we are promised the world. Let’s face it, there is a lot of smoke and mirrors. For marketers who are shifting traditional budgets to data based buying and need the same scale, there are critical questions that need to be answered. In this Roundtable, we’ll be tackling the not often talked about challenges in achieving scaled data based buying across TV & digital: Is there enough inventory? Does your brand have the right structure in place? Does your agency? We’ll talk about the content equation; how should we be thinking sequentially. How do you evaluate partners whose tales do not match reality? Marketers are taking advantage of data; we’ll find out how they are finding success.

2:00 pm - 3:30 pm

Roundtable B: Social Media: Adapting to the New Ways Creative and Media Professionals Work Together

Today's creative and media professionals have had to adapt their marketing campaigns to newer mediums including Facebook, Instagram, Snapchat and Twitter and learn how to effectively create campaigns using these platforms. In this room wide discussion, we¹ll find out how digital creative, digital media planning/buying, and digital analytics professionals view their role within the Social Media structure and how they work together. We¹ll find out how traditional creative and media professionals have had to adapt their ways of thinking, their approach to campaigns and their overall careers to work much more closely than ever before, and most likely, collaborate in ways they never did before. How is social listening data used to formulate the overall creative strategy? What kind of overlap is there in this new relationship of creative and media? What are the challenges? Does the creative person feel like a media person at times and vice versa? How do ideas for social campaigns and posts come about? How do they work with their clients and prove their money was well spent?

3:45 pm - 5:30 pm

Bubbles and Brewskis

After a long day of sessions, join fellow attendees for your choice of tasting flights. . . bubbles or brewskis.

6:00 pm - 7:30 pm

Cocktail Reception

7:30 pm - 9:00 pm

Dinner

8:30 am - 9:30 am

Breakfast & VR

Come by and check out Virtual Reality films that demonstrate how some of the most innovative brands are integrating storytelling into this new and rapidly expanding medium. Because of the total immersion in the experience without outside distractions, VR offers unparalleled engagement levels in viewers as the story unfolds not in a single place, but everywhere around them. Explore projects for O2, MINI, British Columbia, Nissan, Nitto, and Toyota. Experience the thrill of being a first person trainee with the UK rugby team or explore the beautiful wilderness of British Columbia.

9:35 am - 9:50 am

The Big Blur: Is That a Product or an Ad?

A lot has been made about the blurring of advertising and editorial content. In fact the entire last season of South Park was dedicated to the ethics of "Native Advertising". As marketers our reaction to ad avoidance and blocking is to morph advertising into a content business. Some might say it's sneaky, some might say its smart and an improvement. However the blur is spreading beyond content and into product development itself. From GE's advanced material "Moonboots" to Dominos internet connected pizza magnet, when does a product become an ad, and does it even matter?

9:50 am - 10:05 am

How to Avoid the Potential Horrors of Virtual Reality Marketing

As this year's hot new medium, many brands are going to be experimenting with virtual reality–and most of them are going to royally screw it up. But the few brands that do virtual reality well are going to make heads turn (literally).

This session is all about how brands should be approaching virtual reality marketing. We'll explore where virtual reality is today and what type of content is going to excel in these early stages. Then we'll fast-forward to discuss how virtual reality marketing will evolve over time, the likelihood of content monetization, and how we can lay the foundation for a sustainable ad revenue model. By the end of this session, you’ll have a conceptual understanding of how to market in virtual reality, the right way.

10:05 am - 10:20 am

Lessons From HP: Creating Influencer Campaigns

With greater connectivity and an always on culture, consumers expect to converse and engage with brands rather than simply watch clever 30 second TV spots. But in the world of so much product sameness and so many brands now focusing on content excellence, how do you stay relevant and stand out from the crowd?

In late 2014 HP set out on a journey to evolve and elevate engagement with Millennials through relevant and innovative content. Our objective: to re-set the creative bar for social content, taking what’s become ordinary to the extraordinary. Using a combination of influencers and innovative storytelling we set out to capture the hearts and minds of millennials. In this session we share with you some of our key learnings/tips as we navigated through the world of influencers over the past 18 months.

10:20 am - 10:40 am

Launching a New Brand and Measuring It!: When Models, Humans, and Marketing Goals Collide

When Avvo.com launched themselves as a national advertiser in 2015 they faced the same questions all brands ask themselves: ‘how do I build a brand using the right media?’, ‘what marketing works and doesn’t work?’ and ‘how much advanced analytics can I do myself?’. Great lessons can be learned from a brand who started from a clean slate.

It turns out the path to advanced analytics and marketing optimization is essentially a human one. The answer to measuring the launch of a national brand is a mix of help from agency partners, vendors and building talent internally. In this session we’ll see how the combination of collecting only the right data and simple executive alignment is the key to making smarter more informed decisions.

10:40 am - 10:55 am

What You Need to Know: New Federal Regulation Shakes Up the Native Advertising Ecosystem

Just as 2015 ended, the Federal Trade Commission issued long-awaited guidance on native advertising – commercial content designed with the look and feel of editorial content. The new rules go beyond simply reminding brands and publishers that commercial content must be identified as such. Instead, they reflect the FTC’s view that consumers must be able to quickly and easily distinguish sponsored content from content that is independently created and produced. Many of these requirements are at odds with current industry practices. The upshot? Advertisers and publishers must reexamine their current policies. Now is the time to learn what your new disclosure obligations are and ensure you are equipped with essential tips and best practices for compliance. In this must-attend session, you will also gain insight into what could trigger regulatory scrutiny as we share our views on what’s in store on the native advertising enforcement front this year.

10:55 am - 11:10 am

Break

11:10 am - 12:10 pm

Sponsor Presentations

11:10 am - 12:10 pm

Seller Session: The Lowdown on Ad Fraud for Publishers

Publishers have all experienced first hand ad revenue declines due to ad fraud; but relatively few understand how the fraud occurs, why it persists, and what they can do about it. In this session, Dr. Augustine Fou, independent cybersecurity and ad fraud researcher, will present his findings and recommendations for actions that publishers should take to grab back their "fair share" of ad revenues and higher CPMs -- by demonstrating their "premium-ness" and differentiating themselves from low-cost inventory sellers.

12:15 pm - 1:15 pm

Lunch

1:15 pm - 1:35 pm

Building an Effective & Influential Content Group: Behind the Scenes with Sony Corporation of America and Mediabrands Publishing

1:35 pm - 2:35 pm

Fireside Chat: How the Largest Privately Owned Media Agency Is Adapting, with Bill Koenigsberg of Horizon Media

Last year when Horizon Media partnered with Innocean Worldwide to launch a brand new global media agency, Canvas Worldwide, we took note for two reasons: Firstly, as we have seen few changes to the set of media agency players in the last decade, it is unusual to see a $1B global media agency appearing overnight, with sizable clients like Hyundai Motor America and Kia Motors America. .Secondly, the launch of Canvas Worldwide speaks to the growth trajectory of Horizon Media and by extension, the success of both the agency’s founder Bill Koenigsberg, and his vision for what it means to be a modern media and communications agency.
 
Bill is no stranger to the need for agencies to adapt along with its clients. As the lines between media and creative blur, so to must the agency’s relationships with technology and partnership models. As Chair of the 4A's Board of Directors, Koenigsberg has been a prominent voice on key industry issues such as transparency and the industry’s ongoing talent crisis. Internally, Bill sought to evolve the mindset of Horizon Media employees and challenged his people to think beyond current media and creative solutions to solve client challenges and further improve internal environment and processes, He created the new position of Chief Invention Officer to help his staff across all levels of the organization to invent and pioneer new products that better solve the problems of the agency's' roster of clients.
 
In a fireside chat with Horizon Media’s Bill Koenigsberg, President, Founder and CEO, and Donald Williams, Chief Digital Officer, our co-hosts will delve into where Horizon is placing its bets in 2016, what industry players they are keeping an eye on, and what it means to be a media communications agency moving forward.

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The Ritz-Carlton, Laguna Niguel

One Ritz-Carlton Drive
Dana Point, CA 92629

Like Warm & Sunny?

Perched atop a seaside bluff with panoramic views of the Pacific Ocean and miles of sandy beach, The Ritz-Carlton, Laguna Niguel continues to redefine guest experiences by creating distinctive, unforgettable and epic memories. With a reimagined personality and playful approach to California luxury, the resort captivates guests from the moment of arrival with its awe inspiring location. Located halfway between Los Angeles and San Diego along the coast of Dana Point, guests discover a surf-side retreat that awakens the senses with its unique beachfront setting and remarkable service heritage.

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