8:00- 8:30 AM
Intro & Kickoff
Presented by: Beth Negus Viveiros, Managing Editor & Patty Odell, Senior Editor, CHIEF MARKETER
ON TAP: HEINEKEN GOES LOCAL
8:35 – 9:00 AM
How does a global brand like Heineken break through the challenge—and clutter—to be locally relevant to Millennials in some of the most competitive markets across the U.S. Raul will share how the brand does just that with help from its new “Cities” campaign, which partners with big cities across the U.S. for strategic activations that enhance the cityscape.
Presented by: Raul Esquer—Heineken Brand Manager, HEINEKEN USA
JACK DANIEL’S JOURNEY TO MAKE NEW FRIENDS & KEEP THE OLD
9:05 – 9:30 AM
2016 marks a special year for Jack Daniel’s as the brand celebrates the 150th anniversary of the Jack Daniel’s Distillery. As the world’s most recognized whiskey & spirits trademark, it is vital for Jack Daniel’s to continue to strategically innovate to remain the leader for the next 150+ years. The spirits landscape continues to evolve and consumer preferences constantly shift. Jack Daniel’s has adapted by using thoughtful innovation to recruit new “friends of Jack” into the franchise and also retain loyalists. This approach has challenged the brand to think differently and speak to consumers differently across all touch points above and below the line. Casey shares how the brand recruits “new to whiskey” consumers through the introduction and marketing of Jack Daniel’s flavor offerings.
Presented by: Casey Nelson—Brand Director, JACK DANIEL’S FLAVORS, NORTH AMERICA
HOW TARGETED PROMOTIONS SELL A NEW PRODUCT
9:35 – 10:00 AM
Launching a new product can be bumpy. Christie shares the tools Chicken of the Sea uses to create maximum momentum in the shopper’s experience. We learn how her team strategically targets customers and stores for varying levels of support that can make or break the launch; how layered promotions work magic on shoppers at the moment of truth and what makes a productive shopper connection—who sees what, when, where, and for how long.
Presented by: Christie Fleming, Senior Vice President of Marketing, CHICKEN OF THE SEA
10:00 – 10:25 AM
THE POWER OF INFLUENCERS
10:30 – 10:55 AM
As social media has taken hold, consumers look to other consumers to inform their purchasing decisions. Rather than trusting advertisers, consumers look to their favorite online personalities to provide credible product reviews through their huge social followings. For Velcro Cos., these influencers have created innovative opportunities to engage with consumers in a more organic manner that is scalable. Julie will influence us about the power of influencers!
Presented by: Julie Barry—Director of Global Brand, VELCRO COS.
MASTERCARD MASTERS THE OPEN WITH INTEGRATED MARKETING: PRICELESS
11:00 – 11:25 AM
Nearly 20 years ago, The MasterCard Priceless campaign was founded on the insight that experiences matter, an insight that continues to guide the MasterCard marketing and sponsorship team as they create unique and unforgettable moments for cardholders across many of the world’s most sought-after events. Marking golf legend and Brand Ambassador Tom Watson’s final Open Championship was one of those events. Hear from Michael how MasterCard turned the 2015 British Open into a “Priceless” event. The historic “Hats-Off To Tom” fully integrated marketing campaign left lasting impressions for golf fans, while at the same time driving brand affection and building business for MasterCard.
Presented by: Michael Goldstein—Vice President & Senior Business Leader, MASTERCARD
11:25 – 11:30 PM
11:30- 12:30 PM
26th ANNUAL PRO AWARDS PRESENTATION
Our rousing celebration and honoring of this year’s top-notch promotional marketing campaigns.
11:45- 12:15 PM Registration for Awards
12:30-1:00 PM Lunch/Buffet
1:00-2:30 PM 26th Annual PRO Awards Presentation