8:00am – 9:00am

Breakfast

9:00am – 9:05am

Opening Remarks

9:05am – 9:35am

"Integrated Marketing in the Era of Participatory Media"

John Jacobs
Chief Marketing Officer and Executive Vice President, Global Index Group
The NASDAQ OMX Group, Inc.

Session Description:
With the rise of social media, it has never been more important to ensure all marketing disciplines are aligned around common goals, messaging and strategies.  Social media empowers consumers to interpret brands, both positively and negatively. A traditional ad can go viral on Twitter, and not necessarily in a good way. A Facebook post can end up in the New York Times.

John Jacobs will discuss:        

• How smart organizations are integrating their communications and marketing functions
• How monitoring online conversations provides deep insights
• How content organizes from both a top-down and bottom-up perspective

9:40am – 10:10am

"Building a Sustainable Brand: The Story of Timberland Earthkeepers"

Mike Harrison
Chief Brand Officer
The Timberland Company

Session Description:
Marketers seeking to engage consumers around "green" issues face a number of pitfalls and uncertainties. How do we communicate credibly and authentically?  How do we avoid the perception of "green-washing?" How can we be sure that profitable sales growth will be the outcome?   Hear about the lessons learned from the development and production of Timberland Earthkeepers — a recent initiative which is giving the company a voice and a platform to engage with consumers about its values of social responsibility and sustainability – while at the same time helping drive a business turnaround.

10:15am – 10:30am

Thought Leadership Spotlight Presented by Aprimo

"Stories from the Frontlines of the Marketing Revolution"

Tom Cisewski
Vice President Aprimo, Inc.
Aprimo

Session Description:
Marketing is undergoing a revolutionary change that has marketers retooling and reinventing virtually everything—from go-to-market plans, to content and message creation, to embracing a myriad of digital channels. As time to value becomes increasingly critical, many marketers are throwing old rules by the wayside to invigorate brand messages and innovate their use of traditional and nontraditional mediums.

In this session, Lisa Arthur, Chief Marketing Officer at Aprimo, will engage audience members in an interactive discussion about the state of marketing today, how marketers are seeing success as they try to drive change across their organizations and the Ten Imperatives that every marketer can embrace to help lead this change across their organizations.

10:30am – 11:00am

Coffee Break
Sponsored by RAPP

11:00am – 11:40am

Panel Discussion Presented by Infogroup

"Making the Transition From Print and Traditional Media to Digital Media"

Session topics include but are not limited to:

• Defining marketing for your brand- case studies from CMOs
• Strategies on multichannel marketing, mobile marketing and real-time marketing
• Measuring the ROI on social media marketing
• Persona development Benefits and drawbacks to the localization of marketing assets

Moderator:
Barry Berkowitz
Vice President, Digital Marketing Solutions
Infogroup

Panelists:
Josh Glantz
VP, General Manager
Publishers Clearing House

Greg Jacobi
Senior Vice President, eBanking
Webster Bank

Abbas Merchant
Group Vice President
M&T Bank

11:45am - 12:00pm

Thought Leadership Spotlight Presented by Oracle

“A Case Study: How Marketing Accountability Can Lead to Boosting Revenue and Loyalty” 

Perry Hardt
Vice President Marketing
Oracle

Session Description:
Marketing executives face a rising demand to hold their marketing programs accountable while increasing revenue, driving customer loyalty and improving the quality of the sales pipeline. During this session, marketing executives will hear:

• How marketing leaders in a challenging economy are able to capitalize on loyalty by understanding their customers and prospects and engaging them appropriately across channels
• How to boost qualified sales opportunities aligning the sales and marketing efforts to deliver targeted, right-time marketing faster
• How to increase marketing accountability by optimizing spend, ensuring marketing alignment across organizations, and improving marketing effectiveness and efficiency

*This session is off the record

12:05pm – 12:45pm

Panel Discussion

"Leadership Speaks"

Session topics include, but are not limited to:

• Defining marketing for your brand- case studies from CMOs
• Fostering loyalty through consumer engagement
• Leveraging the intersection between marketing and technology
• Efficiency of online marketing and achievement of ROI
• Impact on brand value and lifetime value of customers

Moderator:
Megan Goett
VP, CMO Internet & Mobile
Citigroup

Panelists:
Gary S. MacDonald
Managing Director - Director of Marketing
State Street Global Advisors

Michael J. Rosenberg
Managing Director
JPMorgan Chase

Bob Scaglione
CMO
Sharp Electronics Corporation

John Wittenbraker, Ph.D
Managing Director
GfK Brand & Communications

12:45pm – 1:45pm

Lunch
Sponsored by Webtrends

1:45pm – 2:15pm

"FROM NEED TO WANT: A Look Into the Modern Marketing of an Iconic Company - Maidenform"

Lucille DeHart
CMO
Maidenform

Session Description:
From its early days as a dress shop to its current global status as a leading intimate apparel company, Maidenform has defined and led many of the modern women's social and cultural movements. The iconic Dream Ads allowed women to imagine their future outside of their homes; the famous Maidenform Woman (You'll Never Know Where She'll Turn Up) showed us all what she could do once she did. Now, nearly 90 years' young, Maidenform is, again, finding new ways to support and empower women.

Entering and writing another chapter to the brand's long legacy brings with it many challenges, including overcoming decades of  new competitors, inconsistent investments in brand marketing, an aging core consumer base and increasing demands from all levels of distribution (department through mass channel). In a category that could easily find itself as a commodity, Maidenform has re-emerging as a growth company, creating new brand buzz and making what's old, new again-- being touted as "busting out" and  "bringing sexy back!"

During an inside look at Maidenform's branding, Chief Marketing Officer, Lucille DeHart, shares the legendary company's past, present and future-an intimate journey of how a product becomes a brand.

*This session is off the record

2:20pm – 2:35pm

Thought Leadership Spotlight Presented by IBM

"Bringing Science to the Art of Marketing"

Craig Hayman
GM, Industry Solutions
IBM

Session Description:
It's no secret that marketing is much different today than it was even just a couple of years ago. Changes in consumer behavior and expectations are giving CMOs and senior marketing executives a unique opportunity to radically improve how they optimize and automate marketing processes, better utilize a wealth of client data to make smarter business decisions, and steward the end-to-end customer experience in both B2B and B2C environments.

Capitalizing on this opportunity means bringing science to the art of marketing through advances like:

• Customer and Web analytics
• Marketing automation
• Message and offer personalization across all channels
• Social media  

User-friendly technologies like these are designed to make marketing so relevant to your customers that it feels like a service. This session will use case studies to illustrate how innovators are taking the guess-work out of marketing and bringing unprecedented levels of value to their businesses.

2:40pm – 3:10pm

“The New World Of Loyalty Programs: Miles and Beyond”

Tom O'Toole
Senior Vice President, Chief Operating Officer, Mileage Plus Holdings, LLC
United Airlines

Session Description:
Loyalty programs are a well-established and effective marketing vehicle.  Miles remain the world’s most popular loyalty currency.  Now, the convergence of and advances in data analytics, loyalty programs and targeted marketing are taking the development of loyalty programs to new levels, new scale and new categories. 

Mr. O’Toole leads the business unit responsible for combining the Mileage Plus and One Pass programs into the world’s largest travel loyalty program.  He will discuss current developments in loyalty programs in today’s data-driven marketing environment.  In particular, he will focus on the use of loyalty programs as data analytic-driven vehicles for targeted marketing.  In addition, he will address new developments in the growth, consolidation and management of loyalty programs on a worldwide basis.

3:10pm – 3:40pm

Coffee Break

3:40pm – 4:10pm

"Empowering Marketing Leadership in a Customer-Centric Market"

Flo Lugli
Executive Vice President, Marketing
Wyndham Hotel Group

Interviewed by:
Jennifer Rooney
Editor of CMO Strategy
Advertising Age

Session Description:
This session will focus on the challenges facing top marketers today, as well as how to empower them to drive engagement in a customer-centric market. The session will also discuss the historically adversarial relationship between marketing and technology and how to bridge the gap.

4:15pm – 4:45pm

“Creating Breakthrough Consumer Programs in Challenging Times”

Kheri Holland Tillman
Vice President, Trade Marketing and Sales Strategy
Heineken

Session Description:
In today’s ultra competitive marketplace, creating breakthrough programs that truly engage consumers is more important than ever to achieve a competitive advantage.  In this session, Kheri Tillman, Vice President, Trade Marketing and Sales Strategy at Heineken USA, will discuss the creative ways that Heineken USA pushes the boundaries of marketing, entertainment and social media to deliver experiences that move the needle with consumers. 

Tillman will provide an in-depth case study on Heineken’s award-winning Dos Equis’ “Most Interesting Man in the World” advertising campaign, which took a single advertising idea and created a cultural phenomenon by integrating it at all consumer touch points.  Attendees will also learn best practices on defining your target consumers, clearly understanding their demographics and behavioral trends, along with insight on how to ensure agency alignment and properly manage risks.

4:45pm – 4:50pm

Closing Remarks

4:50pm – 5:50pm

Closing Reception

 

*Please note agenda is subject to change