Agenda

7:30 – 8:30 amRegistration and Networking Breakfast

8:30 – 9:15 am

Main Hall C
Opening Keynote

Transformation: It’s a Thrill Ride

Dana’s curiosity about people and what motivates them has propelled some of the world’s most beloved brands. Hear how she unleashes a brand’s power through four fundamental constructs: creativity, transformation, inspiration and powerful storytelling.

Dana Anderson Chief Transformation Officer, MediaLink

9:30 – 10:15 amBreakout Session 1

Meeting Room D
Session A

Rind-Blowing Word of Mouth Marketing from Wisconsin Cheese

Dairy Farmers of Wisconsin made headlines around the globe when they broke a Guinness World Record. Join Suzanne Fanning, CMO for Wisconsin Cheese, as she shares what they have learned about the marketing power of human connection, offline engagement and word of mouth. Brie-lieve us—there’s so much more to this cheesy story. You’ll learn how Wisconsin Cheese increased social engagement by over 4000% and gained $20 million in press mentions last year. Most importantly, she’ll share how stoking a sense of passion and community around cheese is changing perceptions, revolutionizing a 170-year-old industry, and causing leaders of other industries to take note. Truly rind-blowing!

Suzanne Fanning CMO, Wisconsin Cheese
Meeting Room E
Session B

New Realities: Using AR & VR to Create Unforgettable Branded Experiences

From Pokémon Go and Pepsi’s augmented reality (AR) bus stop ad campaign, to Walmart training employees via virtual reality (VR) for the holiday season, VR and AR are hot buzz words in marketing today. The VR and AR market is projected to reach $162 billion by 2020. In this session, Leslie Marshall, Head of Experiential Marketing, will share a case study highlighting Morningstar’s use of VR and AR at their conferences and client events. You’ll learn about the trends driving AR and VR and how to make the business case to integrate this technology into your traditional and digital marketing efforts and build memorable experiences for clients.

Leslie Marshall Head of Experiential Marketing, Morningstar, Inc.
Meeting Room F

Shift Happens: The Constant Evolution of CPG

Consumers seek greater customization, more immediacy, and want to be closer to the source of food and beverages. Big brands, once revered by consumers and considered trusted and credible by the very nature of their size, are seeing seismic shifts in behavior. Today, big is not always better. This panel will explore the why behind these shifts and discuss what the future of CPG looks like. Learn as representatives from large brands, startups, and the investor community bring a range of perspectives to explore these questions and predict the evolving future of CPG.

Steve Gaither Founder & Principal, JB Chicago
Shayna Harris Chief Growth Officer, Farmers Fridge
John Richards CEO, Kishr Tea
Mike Schopin Investor, Zenfinity Capital

10:15 – 10:45 amNetwork Refreshment Break

10:45 – 11:30 am

Meeting Room D
Session A

Why Meaningful Stories Matter: Crafting Your Brand’s Shareable Story

It’s no longer enough for brands to tell their own stories. Customers and fans are actively sharing “their version” of your brand’s story. This hands-on presentation will break down the basics of how to craft a shareable brand story from the perspective of your customer.

Emily Bader Senior Director of Marketing & Communications, Leap Innovations
Meering Room E
Session B

Marketing: The Memory-making Business

Emily Higgins VP, Ameritest
Meeting Room F
Session C

Under the Influence: Why Influencers Have Become Critical to Brand Success

Elly Moody Digital Communications Manager, McDonald’s
Jeana Anderson Cogen CEO & Founder, aSweatLife.com
Ted Otte Content Strategist, Twitter
Ryan Rasmussen VP, Social Listening & Intelligence, Wells Fargo

11:45 am – 12:45 pmNetworking Lunch & Keynote Speaker

Main Hall C
Lunch Keynote

The Lou Malnati’s Recipe for Brand Authenticity

Heather Stege Chief Strategy Officer & Interim President, Lou Malnati’s

1:00 – 1:45 pm

Meeting Room D
Session A

The 1% Content Strategy: Combining the Top SEO and Lead Gen Tactics to Statistically Beat 99% of Brands

Andy Crestodina Co-founder & CMO, Orbit Media
Meeting Room E
Session B

Sound Business: Finding Your Voice in an Age of Audio Disruption

Steve Keller Sonic Strategy Director, Pandora
Colleen Fahey Managing Director, Sixieme Son USA
Meeting Room F
Session C

Shaping Human Experience to Drive Brand Trust

Aaron Horowitz Client Development Leader, 50,000feet
Jim Misener President, 50,000feet
Kristi Shafer VP, Marketing, American Licorice Company
Lauren McCadney Williams Director, Marketing Delivery, CDW
Patrick Bernardi CMO, Hu-Friedy Manufacturing Company

2:00 – 2:45 pm

Meeting Room D
Session A

The Shared Ship: Building Brands through Community

Geno Church Word of Mouth Inspiration Officer, Brains on Fire
Meeting Room E
Session C

Customer Centricity: Content Marketing’s Silver Bullet

Jenny Voisard Senior Consultant, ComBlu
Kerry Kenny Asst. Commissioner, Public Affairs, Big Ten Conference
Kelly Stone Senior Director, Global Social Media, CompTIA
Colleen Thiry Content Strategy Manager, TransUnion
Meeting Room F
Session C

Bringing Brand to the Forefront: Elevating the Role of Marketing

Fred Ehle VP, Marketing, RedBox Automated Retail
Bill Fiely CMO, Aligned Modern Health
Carla Carry CMO, PSAV
Lori Boym Director of Marketing, Sun Belle

2:45 – 3:15 pm

Lobby

Networking Refreshment Break

3:15 – 4:00 pm

Main Hall C
General Session & Closing Keynote Panel

Brand Purpose and the Politics of Everything

Jim Lecinski Assoc Prof of Marketing, Northwestern
Shanita Akintonde, MBA, MEd, DTM Assoc Prof of Communications, Columbia College Chicago
David Armano Global Strategy Director, Edelman
Jennifer Wesley Head of Industry, Travel, Google

4:00 – 5:00

Lobby

Networking Happy Hour

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