NATPE Lines Up Masters of Marketing Track

LOS ANGELES: NATPE is hosting a dedicated Masters of Marketing track on January 21, featuring execs from Chipotle, L'Oreal Paris, MasterCard, PepsiCo, Unilever and others, alongside leading branded entertainment media companies.

The series, sponsored by BMO Capital Markets, kicks things off at the top of the day with The Content Conundrum: The View from the CMO Suite, which will address content marketing and the ways in which brands are recalibrating how to reach their audience. Panelists include representatives from PepsiCo, L'Oreal Paris, Chipotle Mexican Grill, Unilever and MasterCard.
 
For the following session, Tying Together Studios, Storytelling and Brand Strategy, Angela Courtin, the chief marketing officer of Relativity Media, will be joined by Relativity brand partners Jonas Tåhlin, the CEO of Absolut Elyx at The Absolut Company, and Olga Osminkina-Jones, the VP of marketing at Danone Waters of America. The three execs will discuss Relativity’s aggressive creative and business strategy in digital and branded entertainment.

Another session, titled Programmatic…That’s Somebody Else’s Problem, will address the idea that content creators don’t need to care about programmatic buying. Panelists from IPG Mediabrands and GroupM will help audiences understand how programmatic buying impacts everything from the types of content created to how that content finds an audience, as well as how it is monetized in the marketplace and how companies allocate resources.

Additional sessions in the track include How Digital Entertainment Properties Are Redefining the Meaning of Success, Your Ad is Served: Platform Innovation Changes the Game and Blogging to Vlogging: The Changing Face of Brand Storytelling.

“NATPE sets the stage and the business setting where advertisers and brands, content creators and rights holders can come together to cultivate creative solutions to the challenges presented by new viewing patterns such as SVOD, DVR and binge-watching,” says NATPE's president and CEO, Rod Perth. “The advertising and content communities are increasingly interdependent, and must work together and find creative ways to reach their shared audience more effectively.”