Sessions

2017 Speaker Sessions

Unleashing creativity and data to tell meaningful stories in a user-choice world.

Sadie Thoma
Head of Creative Agency Partnerships
Google

Kristin Naiman
Senior Vice President – Brand Creative

kate spade new york

Storytelling can move us, inspire us, connect us. In today’s world, women have unlimited choice in how, where and when they watch video. Data has allowed us to capture intent and fuel a more informed breed of storytellers than ever before. How can we as marketers reach the right woman, with the right message, that she’ll make the time to tune into and engage with? To succeed in today’s multi-screen, always-connected world, brands must go beyond traditional 30 second spot to tell stories that grab her attention, wherever she may be. Storytelling can move us, inspire us, connect us. In today’s world, women have unlimited choice in how, where and when they watch video. Data has allowed us to capture intent and fuel a more informed breed of storytellers than ever before. How can we as marketers reach the right woman, with the right message, that she’ll make the time to tune into and engage with? To succeed in today’s multi-screen, always-connected world, brands must go beyond traditional 30 second spot to tell stories that grab her attention, wherever she may be.

In this session, Sadie Thoma, Google’s Head of Creative Agency Partnerships, will explore how brands are redefining creative storytelling on YouTube. Then agency leaders working with brands like L’Oreal, Pantene, and Kate Spade will join Sadie to share how they’re paving the path to more effective marketing to women in our increasingly cross-screen, data-inspired landscape.

Where do women’s purchase decisions begin? It might surprise you…

Conor Begley
Co-Founder & President
Tribe Dynamics

Erinn Murphy
Managing Director & Senior Research Analyst
Piper Jaffray

Creating brand fan communities is no longer about dollars and megaphones. It may start with a quiet authentic moment that leads to a digital spark, and erupts into a viral wildfire. Modern brands are shouting less, whispering more, and listening…yes, listening before responding.

In this session, Conor Begley of Tribe Dynamics joins Erinn Murphy of Piper Jaffray to unpack the journey women take to discover, explore, evaluate, experiment, purchase, and share. Contemporary & connected female consumers are among agents of change, calling on retailers to rethink their position in the value chain. Today, retailers offer transactional venues. Tomorrow’s successful retailers will embrace a new pathway in order to be viewed as integral in the brand building process…or risk being bypassed by women all together. Expect the best of Piper Jaffray market insights and some remarkable case study results from Tribe Dynamics for a perfect business learning experience!

What Tribal Analytics AND the 2016 Election can teach us about marketing to women!

John Zogby
Founder and Senior Partner
John Zogby Strategies

In the aftermath of the 2016 U.S. Presidential election and Great Britain’s Brexit vote, what have we learned about women today and how can we apply these insights to deliver better marketing results for our brands in the years ahead.

M2W^® is proud to feature John Zogby, the renowned founder of the world-famous Zogby Poll, dubbed the “second best known political poll in the U.S.” by The Washington Post! John will not only look back on the campaign and its aftermath, he’ll shed new light on the new American female consumer by introducing us to a new technique he has pioneered called Tribal Analytics™ that ‘segments’ the population based on self-identified tribal affinities: shared values, life philosophies and outlooks.
As he says, it’s a “bottom-up (not top-down) process that goes directly to the people and allows them to tell their own story first, before we start to re-tell it for them”. This is a dynamic and flexible new approach to segmentation.

In the hands of saavy campaign managers, could this knowledge have helped foresee or potentially reverse election outcomes with women?
How can this new “beyond demographics” analytics approach help your brand win with women, through any administration? Expect Zogby to have the answers!

Discovery: How Inspiration Leads To Action

Eric Edge
Head of Global Marketing Communications & Industry Relations
Pinterest

Eric Edge, Global ‎Head of Marketing Communications and Industry Relations at Pinterest, will discuss the power of discovery and dive into how brands can be a part of people’s consideration set. With more than 75 billion ideas on Pinterest, this session will explore how to leverage the platform in order to effectively engage with the everyday consumer and be a part of their journey from inspiration to action.

View from the B-Suite!
U.S. Business School Leaders Give Us Their Perspective on the Female Factor: Consumers to Corporate Executives

MODERATOR

Michal Clements
Founder & CEO
Insight Into Action LLC

PANELISTS

Teri Lucie Thompson
CMO in Residence, University of Texas McCombs School of Business
University of Texas, McCoombs School of Business

Ellen Taaffe
Director of Women’s Leadership Programming
Kellogg School of Management at Northwestern University

Dawn Lerman, Ph.D.
Associate Dean for Graduate Studies
Gabelli School of Business, Fordham University

More than a decade ago, the great marketing guru Tom Peters called women “economic opportunity #1” and statistics continue to support his claim. Women make 85% of all consumer purchases across almost every single brand category. Women will control two-thirds of U.S. wealth by the end of this decade. By some calculations the world’s largest economy is American women. But…

In survey after survey women say that advertisers…from automotive to tech to finance…do not understand them. Who’s developing new products? There are few female designers. Who’s doing the communications? There are few female creatives. Women are missing from the C Suite. Where? Again, across every category of business.

Marketing 101 teaches that success starts with the axiom “know your customer.” How is this message about women…who dominate spending… being delivered to future leaders of American commerce? In this session we hear from some of the best of the best in America’s prestigious B Schools about the big business of women and the attention it is getting in their MBA programs.

Aligning with Millennial Women’s Values

Hilary Murdock
Group Planning Director
VML

What values distinguish Millennial women from other female consumers? And how can those differences impact your marketing success? That’s what this panel of experts will examine. For instance, it’s known that Millennials embrace body-positive imaging, and multi-cultural & sexual inclusivity. They also are more tuned into subtle digs…what has recently been coined microaggressions. How does your brand messaging align with their values? One thing is certain, if a campaign doesn’t sit well with Millennial women, the brand will quickly hear about it through social media. And…of course…these consumers will also send messages the old-fashioned way: through the collective power of their purses!

After the session there will be time for table discussion and interaction with the stage. We’ll hear from attendees on how Millennial values are affecting their own work and seek advice on special issues they’re not quite sure how to manage yet.

Build It & They Will Come! Genuine Connection Thru Branded Communities

Kerry Lyons
SVP, Sales & Marketing
House Party

This phrase has been associated with the 1989 classic film Field of Dreams. It inspired the main character, an Iowa corn farmer played by Kevin Costner, to construct a baseball diamond in a cornfield. In marketing we often have our own “build it & they will come” dreams of success. We see this happening currently with branded communities. The best built “diamonds” offer brands the opportunity to connect with consumers in a real, authentic and often passionate way.

How does this get done? How can the right influencers be identified and activated to spark dialogue and create a measurable outcome? And…is it possible to keep this connection going for the brand? Today’s panel showcases some of the best experts on the topic of Female Influencers…Branded Communities…Measures of Success…and offers examples from their own work to inspire you in your own “build it & they will come” efforts!

Purse Power – We have it. Let’s use it.

Donna Miller
Founder
Purse Power

American women have trillions of dollars in buying power. Trillions. Let’s use our collective economic power to buy goods and services from companies that create, support and improve opportunities for women and girls.

Let’s reward companies that:

• Keep adding women to their boards of directors and C-level executive positions
• Hire, promote and pay women equitably
• Sponsor programs and initiatives that make a difference in the lives of women and their families

Donna Miller, Purse Power Founder, will share her simple, effective approach to driving positive change and communicate how we can all get involved.

The Importance of Tires in Your Life: A Discussion with Leading Bloggers

MODERATOR

Jessica Egerton
Director of Brand Development
Cooper Tire & Rubber Company

Jennifer Auer
Editor & Publisher
Jersey Family Fun, LLC

Valerie Gray
Owner/Editor/Publisher
Mom Knows It All

There are many approaches to tire maintenance. At Cooper Tires, we are committed to gaining a better understanding when it comes to tires and the role they play in women’s lives.

At Cooper®, we talk tires every day. We understand the four tires on your vehicle are what keep you connected to the road, playing a crucial role in how your vehicle handles, and keeping your family safe. Our focus is on making quality tires that will perform well and last for thousands of miles. With more than a century in the tire industry, we know that tires matter, and we want to talk about why and how they matter to you.

This panel is designed to curate real, genuine conversations about the factors that ultimately influence your tire purchases. We’re interested in learning about your past experiences with tires and what Cooper® can do to positively enhance them in the future. Through your participation in this conference, we have the privilege to directly communicate and listen to the thoughts and concerns you have regarding this very important topic.