The speakers and topics were great! Great job with the content!
Liked the outline, the rhythm, the host. Dynamic event with short, concise talks.
Loved that networking breaks had fun food stations. Whoever thought of that was brilliant.
Conference Agenda
BrandSmart will deliver a powerful showcase of 10+ mainstage presentations featuring brand innovators, thought leaders, disruptors, and transformers discussing the cornerstones of brand resilience. The below agenda is subject to change.
- 9:00 - 9:25
Registration, Exhibits, and Networking Breakfast
Registration opens at 9:00. Get checked in, then enjoy a catered breakfast while you meet fellow marketers and visit exhibitor booths for exciting giveaways and tools.
- 9:25 – 9:30
- Leslie Marshall
Welcome by AMA Chicago President
- 9:30 – 9:55
- Allison Cirullo
Brand Trust: The New Elements of Building a Trusted Brand
For more than 20 years Edelman has been studying the state of trust around the world, understanding and uncovering both its drivers and detractors. In recent years, as the world, society and brand landscape have undergone radical transformation, a new element of trust has emerged: self, i.e. the recognition of one’s values, concerns, and motivations in a brand. Edelman’s Chief Operating Officer for Global Brand, Allison Cirullo, will unpack self as a driver of trust. She will cover the origins of its importance, its breakdown among consumer segments, how to authentically execute self through brand action and marketing, and of course, how to measure it.
- 10:00 – 10:25
- Tatiana Holifield
Brand Engagement: You Cannot Buy Engagement. You Must Foster It.
As the media and entertainment industry competes for share of attention, brands are clamoring for consumers to engage, subscribe, and purchase. Many brands are spending aggressive media dollars to reach their target audiences. However, fostering community and building an emotional connection to your brand will make a huge difference in winning engagement. In this presentation, we’ll unpack unique and disruptive ways to organically tap into new generations while creating a culture of audience loyalty.
- 10:30 – 10:55
- Danielle Wiley & Dwyer Williams
Influencer Marketing: How the United Dairy Industry of Michigan Created a TikTok Influencer Strategy that Works
We’ll dive into UDIM's TikTok-specific influencer activations to analyze what worked and why. Topics we’ll cover will include creator selection and briefing, the juggling of various marketing priorities, and, of course, metrics!
Danielle Wiley
Sway Group
Dwyer Williams
United Dairy Industry of Michigan
- 11:00 – 11:25
- Stephanie Mortiz
Brand Purpose: The Value(s) Factor: Leverage Brand Purpose for Human-centered Marketing Impact
It’s the marketer’s great challenge: Engaging a diverse array of customers and translating that engagement into growth. But in the increasingly prominent brands-for-humans marketing model, a company’s impact lies far beyond profits and what customers buy — it’s also about purpose and what customers buy into that drives sales, growth, and loyalty. In her presentation, she will showcase how her latest journey at the American Dental Association is bringing brand purpose and the value(s) factor to life. Attendees will leave with actions for meeting their customer at the intersection of value and values.
- 11:30 – 11:55
Break
- 12:00 – 1:30
Networking Luncheon & BrandSmart Awards
The BrandSmart Awards recognize the very best of brand marketing from around the globe. Learn more and apply at brandsmartawards.org American Marketing Association CEO Bennie F. Johnson will also make remarks.
- 1:30 – 1:55
- Allison K. Summers
Brand Disruption Panel
Moderator: Allison K. Summers
Disruptive CEO Nation
- 2:00 – 2:25
- Michell Koenig & Cameron Peterson
Content Marketing: Smarter Content Marketing: A Powerhouse for Disruption
Learn how an evolution toward edgier, bolder content marketing can prove worth the risk. Lenovo Senior Manager Cameron Peterson and StudioNorth Associate Creative Director Mitchell Koenig share how their teams pushed the boundaries of a brand’s voice, visuals, and thought-leadership value with Lenovo Late Night I.T. Season 2 – an eight-episode look at fresh topics in tech, featuring 16 expert guests and one charismatic host.
Mitchell Koenig
StudioNorth
Cameron Peterson
Lenovo
- 2:30 – 2:55
- Brad Dean
Brand Storytelling: Values-Based Destination Storytelling
Discover Puerto Rico CEO Brad Dean provides insights surrounding the destination’s values-based approach to marketing and proven strategies that drive impact such as Puerto Rico’s brand campaign ‘Live Boricua,’ encouraging a deeper connection while traveling. Dive into the multifaceted world of destination marketing, and how authenticity reigns supreme in connecting to your target audience.
- 3:00 – 3:30
Exhibits, Networking & Refreshment Break
- 3:30 – 3:55
- Rachel LaCour Klein & Shachar Meron
Brand Transformation: Singular purpose, infinite adaptability
Truly resilient brands are forged from two core elements: a clear purpose that stays consistent over time, and a flexible strategy built to navigate massive disruption and long-term change. These seemingly opposite principles combine to help brands evolve and seize opportunities while staying true to themselves. In this presentation, we’ll share insights and tips gleamed from this and other experiences in technology, finance, even national defense. We’ll also cover the unspoken rules for building a trustworthy brand, and the value of working adaptability into your culture as well as your strategy.
Rachael LaCour Klein
TransUnion
Shachar Meron
Bluegreen Branding
- 4:00 – 4:25
- Kaleeta McDade & Katie Neil
Brand Experience Design: Coca-Cola's Unified Brand Odyssey
A discussion focused on creating meaningful and memorable experiences that align with a brand's values and personality is central to The Coca-Cola Company. In an "omnichannel" world, Katie and Kaleeta share their insights across brand marketing, shopper marketing, digital strategy, and integrated marketing campaign development. Ultimately, they will address the expectations of the industry related to the definition and activity related to Brand Experience Design.
Kaleeta McDade
VMLY&R
Katie Neil
The Coca-Cola Company
- 4:30 – 5:30