Scottsdale Summit

Feb 22 - 24, 2015 / Omni Montelucia Resort & Spa

How must Marketers ADAPT to thrive in today’s tumultuous media environment?

By embracing content marketing, branded entertainment, big data and analytics, programmatic media buying, social media strategies, real time marketing and native advertising.

- Learn to ADAPT -

ADAPT is a retreat where senior marketing executives and their agencies, along with media companies and service providers will come together to discuss these issues.  Brand marketers will present how they are finding success adapting to the new realities in reaching consumers.

But presentations aren’t everything. Adapting means getting into the weeds; join your peers in candid discussions that leverage the cross-discipline expertise in the room. ADAPT will feature both formal and informal conversations that will provide you with actionable tools you can take back to the office and your teams.

In interviewing brand marketers, the recurring theme has been that the rate of change in the media environment has never been so frenetic. As a result, ADAPT was created to address the convergence of content, social media channels and data driven targeting and media buying in a brand led environment.

Major discussions at ADAPT will include:

  • How to reach social-media minded consumers who do not accept decades-old advertising strategies that “speak to” rather than “speak with” consumers.
  • How to create and distribute content at scale to meet the needs of media sharing customers and prospects without breaking the bank?
  • How do brands and their agencies leverage data to optimize their marketing strategy and content production?
  • How to leverage technology and media opportunities (think data and programmatic) to buy media efficiently?
  • How are brands re-aligning internal resources and agency partnerships?
  • How are budgets shifting from media mix modelling to real time attribution based marketing?
  • And much more…

- Speakers -

- The Venue -

- Participating Marketers Include -

4:00 pm - 6:00 pm Valencia

An Exclusive eMarketer Briefing at ADAPT (Brands & Agencies Only)

4:00 pm - 4:45 pm Valencia

Exclusive eMarketer Briefing @ ADAPT

Geoff Ramsey, Co-founder and Chairman of eMarketer will present an exclusive briefing for ADAPT participants, highlighting the major trends in media consumption today and how marketers are shifting their strategies and resources to maximize their advertising investment and impact. A special eMarketer Roundup report will accompany the briefing that will provide deep insights into how the media and tech world is changing and what the marketing community is doing to keep up with it.

4:45 pm - 5:30 pm Valencia

Roundtable Discussion: The Organizational Challenge

How are companies restructuring internal and external resources to facilitate change? Topics include:

Content Creation – brands must produce far more content today, but what sort of content, who produces it, and how is it distributed?

Agency Resources – Should marketers emphasize using a variety of specialized agencies to meet their disparate needs, or should they focus more on their core agency partners?

Programmatic Buying – Brands seem to agree that programmatic is the future, but where will this competency live, and what implications does it have for their organizations?

Data Privacy – First Party data is a treasured asset; so how do organizations integrate their data with 3rd party sources to optimize campaigns without giving up their gold?

5:30 pm - 6:00 pm Alhambra B

Sponsor Presentations

6:30 am - 8:30 am

Active Networking: Hike Camelback Mountain

Start your day with an exhilarating hike to the summit of Camelback Mountain. Hikers will leave from the Montelucia, which lies at the base of the mountain. The two hour roundtrip to the summit provides a fabulous view of Paradise Valley and the Phoenix area. It will be a great way to start the day and network with other ADAPT participants and work up an appetite for the pancake breakfast that awaits post-hike!

Hiking beautiful Camelback Mountain

8:15 am - 9:15 am

Pancake Breakfast

10:00 am - 10:30 am Alhambra B

Advertising at the Intersection of Content and Data

Co-Hosts, Harvey Goldhersz and Alan Schulman will frame the ADAPT themes and discussions in this informative and insightful co-presentation. They will address the crossroads of content and data in today’s media environment and how advertisers must shift their marketing strategy and resources to optimize ROI of their media and marketing investments.

Alan Schulman is a renown content and digital marketing executive. His work has focused on the intersection of Brand Storytelling & Technology for the world’s largest brand organizations, including; Johnson & Johnson, Procter & Gamble, MasterCard, Verizon and many more. One of the great thought leaders in creative innovation, Alan will provide a keen perspective of how advertisers must ADAPT their creative strategy and execution in today’s media environment.

Harvey Goldhersz is responsible for ensuring GroupM agencies (Maxus, MEC, MediaCom and Mindshare) and their clients have superior access to the data-led insights that can truly transform their media initiatives and performance. As CEO of GroupM Analytics, Harvey is one of the industry’s most knowledgeable media technician, responsible for driving performance for the world’s largest media buying agency. Harvey will provide some clarity for ADAPT participants around the increasingly essential, complex and often confounding topic of data and the “science of marketing.”

10:30 am - 11:15 am Alhambra B

The Story Behind Marriott’s Bold Marketing Move

A Chat with David Beebe, the man recruited to lead Marriott’s Content Studio

On September 29, 2014, Marriott made big news with their announcement to create a global content studio and their aspiration to become the world’s largest provider of travel-related content. Reporters from Variety to Advertising Age claimed Marriott intended to become the “Red Bull of the travel industry.” Karin Timpone, Marriott’s global marketing officer described the move as, “ A bold step forward for Marriott, both in our industry and among leading brands. The purpose is to create and establish original content as a key component of the company’s global marketing strategy. “

Marriott has a rich history of innovation and adaptation that spans more than five decades, from a nine-seat Root Beer Stand in 1927 to become a leading global hospitality company with 3,900 properties, 18 brands and revenue in excess of $13 billion. David Beebe is the man Marriott recruited to lead their investment in the content studio and he has hit the ground running, launching; short film productions, branded Snapchat program and development deals with YouTube stars and celebrity adventure travelers. ADAPT participants will have the opportunity to hear from one of today’s most adaptive organizations and how they are approaching the future of advertising and marketing.

11:15 am - 11:45 am Alhambra B

The Modern Media Agency: How to maximize business results in today’s frenetically shifting media environment

IPG Mediabrands invests over $37 billion in global media, employing over 7,500 media specialists, operating in over 127 countries. As the Global CEO, Matt Seiler has his eye on the media challenges and opportunities of today and tomorrow. The rapid growth of automation promises to accelerate efficiency and performance for advertisers, yet it is disrupting longstanding business models. With a goal to deliver 50% of clients buys through automation in the next three years, Mr. Seiler is a champion for programmatic and applying data and technology to evolve the way all media is bought and sold. Today’s media agency needs to work faster and smarter and be courageous in challenging clients to be decisive. Expect a revealing presentation that will shine light on today’s media challenges and opportunities and the role of the modern media agency.

11:45 am - 12:15 pm Alhambra B

The Zicam Cure for the Common Media Plan

How can you maximize sales in a highly seasonal category when the start and duration of the season are variable? The brand team for Zicam’s® Cold Remedy line of cold shortening products faces this challenge every year. Consumers are only interested in cold shortening products when they have a cold or everyone around them has a cold. Committing to a media plan during the upfront, months before cold season, locks the brand’s communication plan and limits the ability to react to a high or low cold season. After a particularly bad cold season (bad for those in the business, good for everyone who was healthy), the brand team reevaluated how media was bought. We needed a way to maximize topside potential if a high season hit, while minimizing risk if another low season hit. Flexibility and targeting became the new media mantra. Lori Norian, VP Marketing at Matrixx initiatives, will share how the Zicam brand team has executed a flexible, efficient and targeted communication strategy this cold season by adding the technology platforms offered by TV partner Simulmedia and digital partner Xaxis into the Zicam media plan.

12:15 pm - 12:25 pm

Break

12:25 pm - 1:25 pm Alhambra I

Buyer Lunch & Sponsor Presentations

(Mandatory for brand and agency attendees)

12:25 pm - 1:25 pm

Seller Lunch

1:25 pm - 1:40 pm

Transition Break

1:40 pm - 3:00 pm

Roundtables

Alhambra I

Roundtable A: The Content Game: People, Process and Tools

Let’s get past the idea of whether or not brands need content, as well as advertising, to deliver their story in a compelling way. This program is about getting it done. From the big questions around building a plan or strategy, to the tactical answers about the people, processes and tools required to implement that plan. How data informs content creation and deployment across channels. And – how it doesn’t.

People: How do you mesh the intersection of corporate communications, marketing, data and analytics to create a cross functioning team.

Process
Content Strategy: What role does data play developing a plan? How does one promote the efforts and impact– internally and externally?

Content Creation: When should a brand produce its own content, curate others, and co-create with partners?

Content Distribution: How do you determine where it should go, what kind of partnerships are needed to execute a distribution plan?

Tools: What does a content marketing tech stack look like today, who can operate it, and how is it used to iterate on a continual basis?

Alhambra II/III

Roundtable B: The Content Game: People, Process and Tools

Let’s get past the idea of whether or not brands need content, as well as advertising, to deliver their story in a compelling way. This program is about getting it done. From the big questions around building a plan or strategy, to the tactical answers about the people, processes and tools required to implement that plan. How data informs content creation and deployment across channels. And – how it doesn’t.

People: How do you mesh the intersection of corporate communications, marketing, data and analytics to create a cross functioning team.

Process
Content Strategy: What role does data play developing a plan? How does one promote the efforts and impact– internally and externally?

Content Creation: When should a brand produce its own content, curate others, and co-create with partners?

Content Distribution: How do you determine where it should go, what kind of partnerships are needed to execute a distribution plan?

Tools: What does a content marketing tech stack look like today, who can operate it, and how is it used to iterate on a continual basis?

Alhambra B

Roundtable C: Leveraging Data & Technology to Maximize Marketing Investment

As all media increasingly becomes digital, marketers find themselves at the end of a firehose of data. Marketers know that within those stacks of data lie the secrets to successful marketing that will allow them to optimize their spend and reach consumers in meaningful ways at the right time, in the right context and with the right content. With data coming from many different sources and managed by various vendors, breaking down silos of data to follow prospects through the various touch points, across different screens and devices, becomes ever more important. There is an abundance of evidence that most marketers feel they are drowning in data they cannot fully leverage and, even worse, they don’t feel like they fully understand the issues around the growing topics of data and marketing science. This discussion will focus on marketers needs and frustrations in the very complex world of data management and marketing. There may be simple answers, per many vendors sales pitches, but what is the actionable reality today?

3:00 pm - 6:00 pm Oasis Pool

Organized Recreation: Chair Massage & Tequila Tasting

6:00 pm - 7:30 pm Alhambra Terrace

Cocktails

8:30 am - 9:30 am

Breakfast

9:30 am - 9:40 am

Co-Hosts Day 2 Kick-Off

Co-Hosts Harvey Goldhersz and Alan Schulman will provide their take on the previous day of sessions and discussions and set the stage for Day 2.

9:40 am - 10:00 am Alhambra B

Fireside Chat

10:00 am - 10:20 am Alhambra B

IBM Smarter Planet is Smarter Marketing

Meet the Poster Woman for Adaptative Advertising

IBM has been in the business of reinvention since it’s inception in 1911! The iconic “Big Blue” has gone through more transformation than just about any other company you can imagine. Founder, Thomas Watson, realized that the company was “based on what it is rather than what it makes” and that allows the company to change with the times. And change they have!

Now, IBM is setting the bar in innovative marketing strategy. The IBM Smarter Planet initiative seeks to highlight how forward-thinking leaders in business and government worldwide are leveraging the potential of smarter systems to achieve economic growth, sustainability and all sorts of smarter efficiencies. And, nowhere in this content is a promotion for an IBM product. This is not advertising as we know it, but brand storytelling at its’ best.

At the 2014 Master’s Golf Tournament, IBM updated the Smarter Planet campaign with 50 individual TV spots that only aired one time each. Coined “Made With IBM” the effort showcases what other companies have made using IBM technology.

“Made with IBM is not an advertising campaign,” said Ann Rubin. “I think it’s really about shifting a mindset from ‘I am doing advertising’ to ‘I am creating content.’ I don’t know if we’ll ever just shoot a TV commercial again.”

Here’s a great opportunity to meet Ann Rubin, the marketing innovator and ADAPT poster-woman!

10:20 am - 11:00 am Alhambra B

Town Hall With Featured Speakers

ADAPT co-hosts, Harvey and Alan, will moderate an open discussion with these marketing thought-leaders. This will be another opportunity for all ADAPT participants to engage in the discussion.

11:00 am - 11:15 am

Break

11:15 am - 12:15 pm Alhambra II

Seller Session: The Talent Conundrum

Recruiting and Retaining Top Talent for Growth and Success

Sell-side organizations in the business of media and marketing products and services know that the key to success is building and retaining talented teams. In today’s high-paced environment, companies are competing fiercely for the very best talent to lead aggressive growth expectations. Is recruiting, on boarding and retention a high enough priority for you and your company? Do you have a defined process that is set up for success? Let’s discuss!

Jed Savage, a 20+ year media sales leader will present his perspective on best practices for building great teams and a winning culture. Jed has led sales strategies and built high-performing teams at CBS Sportsline, MSN, eBay, ScanScout and Collective. Today, he is applying his executive sales experience to help clients in the digital media space build world-class leadership teams. If your success as a company includes recruiting the best in the business, ramping new executives quickly and retaining them over the long haul then , you will want to join this presentation and discussion focused on the biggest challenge sell-side companies face today.

1:45 pm - 2:00 pm

Transition Break

2:00 pm - 2:15 pm Alhambra B

Brands Unite: Lets Stomp Out Ad Fraud

Mention ad fraud and the conversation often goes one of two ways: viewability or “not my problem." Unfortunately both of those options leave marketers exposed to under delivery, wasted media dollars, and funding criminal activity.

As the joint baseline ad fraud study by the Association of National Advertisers and WhiteOps launched, they expected to find bogus websites with nothing but a bot audience. Instead, out of nearly 3 million websites covered in the study, mere thousands were completely bogus. Most of the bots visited real websites run by real companies with real human visitors.

Ad fraud gets home users hacked, defeats user targeting, and will costs advertisers over $6B in 2015. Do you really want to be the reason that Grandma got hacked and waste your companies media budget? With a few strategic moves, you can remove bot traffic from your media spend and increase your media effectiveness while reducing the incentives for criminals to invade online media. This session will offer insights to the online fraud landscape and actionable steps you can benefit from immediately.

2:15 pm - 2:30 pm Alhambra B

Apparently YouTube Sensations Are Powerful Brand Builders

How a 5 Year-Old Spokesperson Spiked Business for FreshPet

5 Year-Old Noah Ritter emerged from a carnival ride at the Wayne County Fair and stepped right into YouTube stardom, an appearance on the Ellen Degeneres Show and a contract with FreshPet for a TV commercial. Young Noah Ritter is one of the latest examples of authenticity in marketing and how real people are resonating with the consuming public.

Katie Tyson is the marketing manager at FreshPet that rolled the dice on Noah and came up a winner. Noah’s interview with a reporter from WNEP-TV was posted on YouTube and immediately went viral. Why? Because this chatty kindergartner is just super authentically cute. As his instant fan base continued to rise, FreshPet moved quickly to sign the trending star and shoot a commercial just before he was to appear on the Ellen Show. The original WNEP-TV video has been viewed nearly 19 million times. The FreshPet commercial has been seen over 4 million times and still performing. The FreshPet YouTube Channel rose to the top 5 pet food brands and site traffic rose 561%. Read our coverage of it here.

Meet Katie Tyson and see where FreshPet may go from here since hitting a winner with the “Apparently Kid.”

2:30 pm - 3:00 pm

Distractions in the multi-screen environment

In partnership with Nielsen, YuMe is conducting a US media-lab research study to establish if all device impressions are created equal. Consumer consumption behaviors often dictate higher attention and engagement levels which in turn drive results. This research explores the natural consumption patterns of multi-device usage, the effect of distractions and attention across multiple screens, and helps establish which devices provide the greatest value for the advertiser.

The data for this study was collected at CBS Television City in Las Vegas. Located in the MGM Grand, the CBS media lab leverages the constant flow of traffic and diverse cross-section of social, ethnic and economic classes visiting Las Vegas. Participants in the study were examined in a simulated living room with multiple screens. Hidden cameras recorded their attention patterns across various screens to reveal which screen demanded the most attention across different forms of content. ADAPT participants will be the first to receive the results of this research which will help advertisers understand what screens will provide the best environment for their messages at the right time.

3:00 pm - 3:25 pm Alhambra B

Not Your Grandmother’s Cookbook

How Betty Crocker is ADAPTing for the Digital Age

General Mills had a pretty good idea back in 1950 when they first published the iconic “Big Red” cookbook that has sold over 75 million copies. Content marketing at its’ purest – a multi-brand food company providing essential information to their customers on how to best use the products they sell. Truly, one of the most effective content marketing strategies of all time!

"Many remember the affinity their grandmother and mom had for Betty Crocker cookbooks while growing up," said Audra Carson in a blog post. "We plan to bring those same memories and successful cooking experience to a new generation, this time on their mobile device."

An interactive app is a far more convenient tool for today’s modern cook. With over 15,000 recipes, automatic seasonal updates, recipe sharing and customization, this app is a tremendous upgrade from the Big Red Book. But, how does Betty Crocker replicate the reach of their iconic cookbook and compete with hundreds of cooking and recipe apps? With over 12 million monthly visits to BettyCrocker.com and the distribution of this new app, the Betty Crocker team is constantly ADAPTing to today’s rapidly changing environment. Hear their story firsthand in this exclusive presentation.

Omni Montelucia Resort & Spa

4949 East Lincoln Dr
Scottsdale, AZ

The nicest place in town. Period.

Omni Montelucia Resort & Spa is the ideal location for a groundbreaking summit, where the majestic beauty of Scottsdale’s Camelback Mountain, surrounding Sonoran Desert, and 330 days of sunshine inspire boundless breakthrough ideas. A Spanish oasis in the desert, the Omni Scottsdale seamlessly complements Old World charm with more than 100,000 square feet of modern luxury meeting space and state-of-the-art technology. Give your most memorable presentations at Castillo Lucena, with elegant cathedral ceilings accented by exposed wood, hand laid parquet floors, and 16th-century palace double doors from the village of Lucena, Spain.

The ADAPT group room rate is $289 a night, plus tax and resort fee. For more information on how to reserve your room at the group rate please reach out to Jeremy Walker at [email protected]