The industry shaping agenda

Reuters Events: Strategic Marketing 2021 brings together the world's most influential CMOs and marketing leaders to discuss the impact of brands on society, leverage new digital touchpoints, and unleash the opportunities that come with this shift in consumer-brand relationships.

This year, we’ve opened the Strategic Marketing flagship event to the global marketing community with free access to all live sessions, interactive Q&A and polling, the virtual expo, discussion boards, and roundtables, for marketing professionals.


Brand Marketing - 12 Oct

10:50am – 11:00am (EDT)

Introduction from Reuters Events:

Jasmine Kees Strategic Director Reuters Events

11:00am – 11:45am (EDT)

Opening Panel: Move Beyond Marketing: The Macro-Shift in Consumer-Brand Relationships

Consumers have never wanted to connect with brands more than they do today. Brands are now ingrained in culture, and because of that organizations have a responsibility to that culture in a more profound way than ever before. Not only do our customers want us to engage in the societal issues they care about, they are demanding it and this has only accelerated throughout 2021. Why will your ability to align your marketing with the values of your customer be a key differentiator in 2022?

Jenny D. Robertson SVP, Integrated Marketing & Communications FedEx Services

Alicia Ensico Chief Marketing Officer, US Nestle

Najoh Tita-Reid Chief Markeitng Officer Logitech

Jordan Rost Head of Ad Marketing Roku

moderator: Laurel Mintz CEO and Founder Elevate My Brand

11:45am – 12:00pm (EDT)

Fireside Chat: A New Call to Action: Creating the World We Want to Live In

For the last 30 years, Microsoft’s Chief Marketing Officer Chris Capossela has helped the company define how technology empowers new ways for us to work, live and play. As we now look to a future shaped by the major societal events of the last 18+ months, Chris will share his perspective on how marketers have an unprecedented opportunity to lead their organizations – ultimately creating a fairer, more equitable and more inclusive world for everyone.

Chris Capossela Chief Marketing Officer Microsoft

moderator: Jasmine Kees Strategic Director Reuters Events

12:00pm – 12:15pm (EDT)

Partner Case Study: How to Future-proof Your Video Strategy for the Third Wave of Video

Did you know that in the last 10 years, consumers' video watching behaviors have changed so much that we are technically in a Third Wave of Video? Join Dan as he discusses new research on:

  • New watching behaviors that lead to this Third Wave
  • How behaviors differ by generation and screen
  • How to adapt your video strategies

Dan Greenberg President Sharethrough

12:15pm – 12:30pm (EDT)

Fireside Chat: The On-Demand Culture Shift: Amazon Prime Video’s Post-COVID Marketing Strategy

As Global Chief Marketing Officer for Amazon Prime Video & Amazon Studios, Ukonwa Ojo leads the organizations’ worldwide marketing efforts. Through the pandemic her team successfully launched transformative campaigns for tentpole titles including Coming 2 America, Tom Clancy’s Without Remorse, Tomorrow War, Cinderella and more. Ukonwa Ojo will discuss how Prime Video took on these campaigns amidst a pandemic with gusto, as well as what’s next for marketing in the post-pandemic era.

Ukonwa Kuzi-Orizu Ojo Global Chief Marketing Officer Amazon Prime Video & Studios

moderator: Jasmine Kees Strategic Director Reuters Events

12:30pm – 1:15pm (EDT)

Panel: A Shared Experience: How the Pandemic Changed Planning, Creation and Dissemination

Covid-19 changed each and every one of our lives. Its unprecedented nature forced marketing teams to become more adaptable. We had to be reactive and make changes on the fly, in doing so creating some of the most personable, empathetic content, ever seen. In this session we explore how the world’s biggest brands have continued to thrive with a flexible planning environment and how these strategies hold strong as we exit the pandemic?

Nadja Bellan-White Chief Marketing Officer VICE Media

Andrew McKechnie Chief Creative Officer Verizon

Melissa Hobley Global CMO OKCupid

Evan Jones Chief Marketing Officer Fender

Moderator: Bruce Brien Chief Strategy Officer Hive9

1:15pm – 1:30pm (EDT)

Partner Fireside Chat: Consumer-Driven Journeys: How Real-Time Data Is The Key To Understanding & Engaging Your Audience

Advertising performance is predicated on consumers believing they need what you’re selling. Learn how real-time data can power your advertising strategies and create consumer-driven journeys that reach the right people with personalized messages that encourage action and loyalty.

  • Discover how real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.
  • Learn how data and technology work in concert to inform and personalize customer journeys.
  • Realize why investing in consumer-driven journeys creates immediate and long-term benefits.

Joe Marinucci Chief Executive Officer Digital Media Solutions

moderator: Aaron Jackson Reuters Events

1:30pm – 2:15pm (EDT)

Panel: Purpose, Inclusion, Authenticity: The Impact of Marketing on Society and Culture

Marketing has a profound impact on society and culture. The movements we champion, the people we promote, and the campaigns we launch have a wider reach than ever before, and they are influencing the perceptions of humans around the world. As a result, creating inclusive marketing has never been more important, not only for the success of our strategies, but for social progress. How are brands ensuring diversity of thought in marketing? From inclusive teams to inclusive restaurants, we discuss what it means to be a global brand in the 21st century.

John Dillon Chief Brand Officer Denny’s

Jerry Daykin Senior Media Director, EMEA GSK Consumer Healthcare Marketing

Jill Baskin Chief Marketing Officer Hershey

moderator: Margo Kahnrose Chief Marketing Officer Skai

2:15pm – 2:30pm (EDT)

Quantum Marketing: The New Marketing Mindset of Tomorrow’s Consumers

Raja Rajamannar Chief Marketing and Communications Officer Mastercard

Moderator: Laurel Mintz CEO and Founder Elevate My Brand

2:30pm – 2:45pm (EDT)

Fireside Chat: Restaurant Brands for Good: Purpose is Knowing Your Impact on the Planet and Community

Restaurant Brands International (RBI), parent company of Burger King®, Tim Hortons®, and Popeyes® brands, began a journey 18-months ago to support sustainable outcomes related to its food, our planet and the people and communities it serves. Duncan will share insights about how the company made sustainability core to the business strategy and lessons learned along the way, including the homework and team building behind recently announced science-based climate targets.

Duncan Fulton Chief Corporate Officer Restaurant Brands International

moderator: Albana Istrefi Commercial Director Reuters Events

2:45pm – 3:00pm (EDT)

Partner Presentation: The Holy Grail: Getting the Whole Story of Your Content Creation & Production Health

A holistic partnership health approach considers critical behavioral factors beyond production spend and savings as you seek to optimize your Content Creation Investment. Learn how to look at the content creation ecosystem holistically, particularly defining clear KPIs to measure partner health.

Jillian Gibbs Founder & CEO APR

3:00pm – 3:20pm (EDT)

Fireside Chat: Feeding the Modern American Family

John Dillon Chief Brand Officer Denny’s

Moderator: Jasmine Kees Strategic Director Reuters Events

3:20pm – 3:35pm (EDT)

Refresh for Relevance: How Iconic Legacy Brands Can Reconnect in the Modern Age

For more than 150 years, connecting people through food they love has always been at the heart of the Campbell Soup Company, and is why Campbell brands are loved by people across generations. But how do you modernize such legacy brands to appeal to new generations of consumers? In this fireside chat, Marci Raible, Vice President, Integrated Marketing, will discuss how Campbell is reimaging their iconic brands to attract new consumers, while still honoring their rich history. Learn more about how Campbell’s integrated marketing team is building the path to real time marketing.

Marci Raible Vice President, Global Media & Marketing Campbell's Soup

moderator: Laurel Mintz CEO and Founder Elevate My Brand

3:35pm – 3:45pm (EDT)

Closing Remarks

Josh London Chief Marketing Officer, Reuters and Head of Reuters Professional Thomson Reuters

Jasmine Kees Strategic Director Reuters Events

3:30pm – 4:30pm (EDT)

Roundtable: Context is king: Are you measuring your marketing performance in terms of your goals and plans?

While attribution is viewed as critical, few companies are successfully measuring it. Conversion rates, impressions, responses, leads and opportunities all must be measured, aggregated, sliced and pivoted via appropriate segmentation, but in context to what?

It is the plan, through its goals, that sets out the expected performance. It is the plan that also provides the context so that we can define “what good looks like."

  • How are you modeling what marketing needs to deliver to achieve your goals?
  • How deep into your pipeline are you projecting your contribution or influence?

Takeaway: You might not be as far from the pack as you thought—few have reached nirvana! There is a mixed bag of how far people have gotten, and this session will help you benchmark and plan for the future. You’ll walk away with an idea of where you fit on the spectrum and how far you need to go.

Access SM2021 On-Demand

Moderator: Bruce Brien Chief Strategy Officer Hive9

Data & Customer Insights - 13 Oct

10:50am – 11:00am (EDT)

Introduction from Reuters Events:

Jasmine Kees Strategic Director Reuters Events

11:00am – 11:45am (EDT)

Opening Panel: Evolve your Voice of Customer Strategy to Deliver on your Brand Promise

Michelle Peluso Executive Vice President and Chief Customer Officer CVS Health

Linda Goldstein Executive Vice President, CX & Marketing, Chief Marketing Officer, CSAA CSAA Insurance Group, a AAA Insurer

Melissa Grady Chief Marketing Officer, Cadillac General Motors

Sai Koppala Chief Marketing Officer Sheer ID

Moderator: Nicholas Zeisler Principal Zeisler Consulting

11:45am – 12:00pm (EDT)

Fireside Chat: Transforming the Consumer Experience in Health Care

The leading health solutions company, CVS Health is committed to delivering care in ways no one else can. As Executive Vice President and Chief Customer Officer at CVS Health, Michelle Peluso is responsible for accelerating digital and marketing innovation to transform the consumer experience in health care. During this fireside chat, Michelle will discuss how CVS Health is bringing this customer-centric approach to an industry in the midst of tremendous change.

Michelle Peluso Executive Vice President and Chief Customer Officer CVS Health

moderator: Jasmine Kees Strategic Director Reuters Events

12:00pm – 12:15pm (EDT)

Productive Discomfort: How to Provoke a More Human Future

How do the best leaders have conviction to act–even in the face of uncertainty–in order to “provoke” the future they desire? Part of the answer lies in driving cognitive diversity and in creating a better workplace for their own self, their teams, and their organization. Join strategists and authors Steven Goldbach, Geoff Tuff, and Amelia Dunlop in a discussion about what it means to harness productive discomfort to create systemic change. This session will draw on content from their new books Provoke and Elevating the Human Experience.

Steven Goldbach Chief Strategy Officer Deloitte

Geoff Tuff Principal Deloitte

Amelia Dunlop Chief Experience Officer Deloitte Digital

12:15pm – 12:30pm (EDT)

Digital Acceleration and its Impact on Consumer-Brand Relationships Throughout the Pandemic

Jesse Judelman Senior Vice President, Sales Vevo

Moderator: Albana Istrefi Commercial Director Reuters Events

12:30pm – 1:15pm (EDT)

Panel: Privacy, Trust, & Integrity as Key Brand Differentiators

Marketing success hinges off data. Without it we have no way to ensure the content we are sharing is relevant and valuable – we want our products and services to enrich the lives of our customers. However, with data breaches and scandals on the rise, consumers are becoming less willing to share their data with organizations. So, how have consumer expectations changed when it comes to data collection, targeting and personalization? And how can organizations embed privacy within their brand values and data strategies to retain customers? How can we ensure that customers do not feel violated by over-personalization, and instead trust your brand with their personal data? Privacy, trust and integrity are now a key brand differentiator.

Mayur Gupta Chief Marketing Officer USA Today

Patrizio Spagnoletto Global chief marketing officer Discovery inc

Rob Anderson Chief Executive Officer CMG

Beth Mach Chief Consumer Officer TrueCar

Moderator: Cathy Taylor Commissioning Editor U.S. WARC

1:15pm – 1:30pm (EDT)

Fireside Chat: Driving Growth in Demand for High Quality Audio

As people all over the world increasingly rely on technology to live, work, relax and play, the importance of audio in creating superior connected experiences continues to grow. Whether it is live musical events and concerts, music-led personalization, or quality podcasts and audio-based entertainment avenues that enhance consumers’ lives, there is an incredible market opportunity for premium products in the audio industry. With a leadership in this audio industry, including consumer, professional, luxury and home audio solutions, HARMAN and its powerful brands like JBL, Harman Kardon, AKG, Mark Levinson, and many more, have been instrumental in harnessing the power of audio to shape music, culture, sports, entertainment and the gaming industry.

Dave Rogers President, Lifestyle Harman

Oisin Lunny Co-Founder Galaxy of OM

1:30pm – 2:15pm (EDT)

Panel: The Changing Data-Landscape: Personalization in a Cookieless World

In 2022, customers will have more control over their data than they’ve had since the outset of digital advertising. With customer expectations on the rise and impersonal content a sure-fire way to losing brand-affinity, marketers will need to adopt new strategies and go to new lengths for truly targeted advertising. But does a cookieless tomorrow have to mean a decrease in efficacy? Join this discussion to understand how leading brands preparing for dramatic shifts in the digital marketing landscape and how you too can prepare.

Cristina Bondolowski Global Chief Marketing Officer, Personal Systems HP

Carol Tran Ex-Head of Growth Dolby

Richard Marques CEO Revcontent

Moderator: Nicholas Zeisler Principal Zeisler Consulting

2:15pm – 2:30pm (EDT)

Presentation: Humanized, Data-Led Creativity: Maintain Connection in a Profession Powered by Data

Dean Aragon CEO Shell Brands

2:30pm – 2:45pm (EDT)

Partner Fireside Chat: Closing the Gap Between Marketing and Customer Service

At the heart of any great brand is a dedication to its customers. The world’s best-loved companies know what their customers want and deliver it consistently.

For social media managers and marketers, however, the holy grail of connecting social activity with customer care has always been tough.

Stephanie Jeanmougin Director, EMEA/ANZ Field Marketing Hootsuite

Mieke Beelen Manager, Field Marketing Northern Europe Hootsuite

2:45pm – 3:00pm (EDT)

Case Study: Techlash and the Future of Marketing

 AMA New York's 2019 Future of Marketing Report revealed a “techlash” against digital media and marketing technology. Fresh data from the 2021 study will reveal important changes in what consumers think about martech today, as well as the all-important privacy-related issues in a post-cookie world. Petco’s Sr. Director of Data Engineering and Data Analytics Kiran Kanetkar joins Craig Charney, AMANY Research Chair on October 13th for a fireside chat to discuss the findings.

Craig Charney AMA NY Board Director AMA

Kiran Kanetkar Sr. Director handling Data engineering, BI and Analytics Petco

3:00pm (EDT)

Closing Remarks

Josh London Chief Marketing Officer, Reuters and Head of Reuters Professional Thomson Reuters

Jasmine Kees Strategic Director Reuters Events

3:30pm – 4:30pm (EDT)

Roundtable: Take Action Today, Prepare for a Cookieless Tomorrow

Third party cookies have been fundamental to digital marketing for many years; as they are set to be phased out by 2023, what will marketers need to do today to prepare for a cookieless tomorrow? In this peer-to-peer roundtable, we discuss the actions that can be taken to prepare for this new environment, how you can expand first-party data, what new digital marketing toolkits can be used to measure marketing effectiveness without cookies, and the criteria you should use in selecting an advertising measurement partner in a post-cookie world.

Access SM2021 On-Demand

Pattie Pan Head of Global Marketing Dynata

Steven Millman SVP Research and Operations Dynata

Content & Creative - 14 Oct

Introduction from Reuters Events:

Introduction from Reuters

Opening Panel

Deliver Valuable Content: Analyse, Automate, Personalize, and Optimize with AI

Case Study

Heart Warming the World: Connection, Inclusion, Empathy

Jill Baskin Chief Marketing Officer Hershey

Panel

A Shared Experience: How the Pandemic Synchronised Messaging Across the Globe

Nadja Bellan-White Chief Marketing Officer VICE Media

Andrew McKechnie Chief Creative Officer Verizon

Break / Chat Room

Continue the panel discussion in the chat room…

Panel

The Oversaturated Social Media Playground: Amplify Your Brand

Melissa Hobley Global CMO OKCupid

Case Study

Leaning into the Purpose of Joy

Partner Case Study

TBC

Case Study

Panel

From Traditional to Digital Media: Connecting with a New, More Tech-Savvy Customer

Break / Chat Room

Continue the panel discussion in the chat room…

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