Tuesday, June 13th
635 West 42nd Street
New York, NY
A full-day of content for brand and agency marketers focused on trends, insights and ideas for leveraging brand activations across your marketing mix. Get access to leading thinkers. See exclusive case studies. Walk away with emerging best practices. And it’s all anchored by the PRO Awards, the world’s largest recognition program for brand activations.
Senior brand marketers and leading agencies, including:
Promotion Marketers | Marketing VPs | Marketing Directors | Creative Directors | Brand Managers | Promotion Directors | Brand Marketers | P.R. Marketers | Social Media Marketers | Event Marketers | Agency Directors, VPs, SVPs and CEOs| Digital Marketers | Experiential Marketers | Account-Specific Marketers | Retail Marketers | Media Strategists | Account Executives | Direct Marketers
The high-velocity day kicks off with fast-paced educational sessions covering the hottest trends in brand activations. You’ll get insights on the latest marketing strategies and case studies across promotion, social, mobile, influencer, experiential and content marketing.
Few products can earn the intense loyalty of wildly different audiences while still remaining true to their brands. Mountain Dew is one of them. Sit in on a fast-paced course in creating credibility among consumers with a brand that has mastered the art of forging deep relationships with diverse consumer subsets. From NBA fans to gaming enthusiasts, learn how Dew develops marketing and promotion campaigns for each target audience that go deep to strike a relevant chord. See how the brand develops and then translates authenticity into brand fanaticism, and how it ultimately pays off in sales. Leave with a checklist of ways you can weave a retail-driven authenticity strategy throughout your programs, too.
Chauncey Hamlett, Head of Strategy & Innovation, Mountain Dew
Music festivals have become staples in many marketing mixes, but with so much noise and a growing legion of jaded “seen it all” attendees, brands must truly integrate in an authentic way if they have any chance of standing out. Go inside Malibu Rum’s highly-successful “Liberate the Spirit of Summer” program to find out how the brand is driving brand engagement and trial at festivals around the country. Find out what’s driving the evolution of festival marketing, and why festival audiences are becoming so vital to high-performing marketing strategies. See which festivals the iconic rum brand picked, and why. Learn how to adapt your festival strategy to forge authentic connections with some of the toughest—but most sought after—audiences on the planet.
Ashley Schachner, Director, Experiential Marketing, Pernod Ricard
Daniel Clarke, Brand Director, Malibu Rum
Put the top down and get ready for a trip you’ll never forget as we take you inside the MINI Takes the States rally, where thousands of MINI owners motor across the U.S. in the name of community and brand love. Find out how MINI optimizes its bi-annual customer event to connect with new and existing communities, and how it uses its fans and events to ignite enthusiasm for the brand. See how MINI leverages smart charitable partnerships to grow the program and keep it fresh, and learn what today’s consumers respond to in a charitable partnership such as Feeding America and the MINI #DefyHunger campaign. Walk away with the strategies and insights you need to transform customers into brand loyalists, and charitable partnerships into vital pieces of your marketing plan.
Lee Nadler, Marketing Communications & Launch Manager, MINI USA
Just when you think you’ve figured Millennials out comes Generation Z. Take a page from on-the-move fashion brand Vera Bradley to find out how it’s leveraging the power of influence to change perceptions and breath new life into its brand. See how the fashion brand is creating a resurgence in the college space through peer-to-peer outreach, and how tapping into the personal interests, passions and values of college students inspires them to influence others. Get fresh data points and actionable insights compiled from a two-year study of more than 500 students on engaging this next-gen consumer. Walk away with a better sense of what motivates this $44 million generation, and what it takes to deliver more impactful brand experiences based on an understanding of their likes, dislikes and interests.
Stephanie Scheele, VP Marketing, Vera Bradley
In the ultra crowded hotel category, brands must unlock doors with fresh content, state-of-the-art technologies and sheer wit to capture—and keep—millennials. Go behind the scenes of Marriott’s “Six Days, Seven Nights” Snapchat series to learn how the brand used top social media influencers to host adventures at four of its properties around the world that showed off its loyalty program benefits. Discover how Marriott used a rigorous deep dive into its social channels to identify which platform was the best fit, and then how it used lessons learned from its first “snapisode” to inform and improve the next installations. Learn how Snapchat can be modified to enhance your social media strategy and boost loyalty among this socially savvy audience.
Amanda Moore, Senior Director Social & Digital Marketing, Loyalty, Marriott
Get an exclusive backstage pass to this year’s lineup of award-winning programs at our first-ever post PRO Awards “winner’s circle” panel. Be among the first in the industry to hear directly from winning brands on how the campaigns that beat out all others delivered on their objectives. Get full case studies of excellence on the strategies behind the trophies, how they did it and tips for how you can do it, too. (Next year, of course.)
Contours and FCB/Chicago took top honors at the 27th Annual PRO Awards Luncheon, winning the Platinum PRO Award for Best Overall Campaign for “The Baby Stroller Test-Ride” campaign.
Mosaic was honored with the MVPro Award for the most award winning campaigns for multiple brands, including Bud Light, Coca-Cola, Kellogg’s, Oracle and Stella Artois.
Brands, agencies and their campaigns were honored across a total of 30 categories at Chief Marketer’s annual Mastering Brand Activation event and PRO Awards Luncheon. Congratulations to all of this year’s winners.
635 West 42nd Street
New York, NY
Mastering Brand Activation and the PRO Awards are attended by senior brand marketers and pros from leading agencies.
Below are sample titles who attend—if you’re on this list, these are a must-attend for you and your team:
Should you have an inquiry regarding Mastering Brand Activation
and the PRO Awards Gala, please contact: