Brand Innovation Summit
Tuesday, October 13
1:00-5:45 PM ET
1:00 – 1:05 PM
1:05 – 1:25 PM
As the NFL’s Chief Marketing Officer, Tim Ellis is responsible for all aspects of the NFL’s collective marketing organization, including marketing operations, branding, advertising, promotions, consumer engagement and more.
Prior to his time at the NFL, Ellis held top marketing positions at Activision Blizzard, Volkswagen America and Volvo.
Ellis has been recognized over the years for his innovative marketing and advertising campaigns, receiving the Adweek Brand Genius Award, the Grand Effie Award, multiple Sports Emmy’s and the Cannes Lions Titanium award.
Through Ellis’ proven marketing innovation experience, the League is working to further strengthen the NFL brand reaching allusive new audiences, driving engagement through emerging platforms and creative storytelling. Under Ellis the NFL has instituted three marketing “pillars”:
- Brand and Consumer Marketing
- Marketing Strategy and Science [i.e. research, insights and fan development]
- Social & Influence Marketing [i.e. social media, influencer marketing, player and club marketing]
During this fireside chat, Ellis will discuss the League’s overall brand strategy and highlight significant ways the NFL has engaged with both avid and casual fans during this unprecedented time, including the League’s newest season-long campaign, “It Takes All of Us” and how the campaign ties into the League’s social justice work.
1:25 – 1:45 PM
Mich Ultra, NBA and the Next Gen Telecast
The global pandemic has further emphasized the power of digital and virtual platforms to keep fans engaged with NBA. During this panel, hear from leaders across the league, and their partners, about the ways in which the NBA’s Next Gen Telecast has been able to bring fans closer to the game with key innovations, new broadcast camera angles and on-court microphones, customized feeds across NBA assets and a virtual fan experience called Michelob Ultra Courtside.
You will hear from:
• Azania Andrews, Vice President, Connections, Anheuser-Busch
• Carlton Myers, Vice President, Live Production and Entertainment, NBA
• Ed Winkle, Vice President and Strategic Leader, Global Partnerships, NBA
• Sara Zuckert, Head, Next Gen Telecast, NBA
1:45 – 2:00 PM
Shifting plans for the postponed Tokyo Olympics is not as simple as changing dates on a calendar. We will go one-on-one with NBC Sports Group CMO & Exec VP/Content Strategy Jenny Storms who will detail the consumer engagement strategy around the postponed Games and discuss how NBCUniversal plans to reengage viewers for what could be the most meaningful Olympics ever.
2:00 – 2:20 PM
The Playbook has Changed: The Shifting Sponsor Landscape
Sponsorship marketing turned upside down over the past 6 months. Rights holders across the world are searching for answers on how to proceed in these unprecedented times. And so are their partners. During this session, panelists will discuss how they have worked together to adapt their partnerships to be more flexible, and nimble, to allow their programs to react to change.
You will hear from:
- John Brody, Executive Vice President & Global Head, Sales and Partnerships, WWE
- Matt Lederer, Vice President, Branded Partnerships, Comcast
- Rene Ramos, Vice President of Field, Lifestyle & Experiential Marketing, Constellation Brands
- Jeff Wohlschlaeger, Vice President, Partnership Marketing, NASCAR
2:20 – 2:35 PM
The story of how any brick-and-mortar retailer is surviving and adjusting in the age of COVID is instructive and compelling, much less the category behemoth with more than 725 stores. DICK’S Sporting Goods VP of Community & Sports Matter Marketing Mark Rooks will share how they have pivoted and shifted to ecommerce. He will discuss what suffered and what has been a hit at a time when team sports are often forbidden by law; how their marketing and channel strategy has shifted; and the overall future of sports participation and licensed product.
2:35 – 2:50 PM
The chicken quick serve brand, Bojangles’, is recognized for its innovative and engaging marketing campaigns. At the helm is marketing veteran Jackie Woodward who came to Bojangles’ with senior positions at the likes of Krispy Kreme; General Mills; MillerCoors, and McDonald’s. As Chief Marketing Officer for the popular, fast-growing restaurant, Woodward is responsible for all aspects of brand growth.
The brand’s Southern charm and personality extends beyond its homestyle menu items and is pervasive throughout the company’s marketing efforts. Woodward will discuss the brand’s sponsorship strategy that includes appealing to its regional fan base, and how they continue to celebrate fandom during the pandemic by switching their approach from tailgating season to “homegating” season with their commemorative Big Bo Boxes.
2:50 – 3:05 PM
Joe Mansueto is Owner and Chairman of Chicago Fire FC. Since acquiring the Club in September 2019, he has made significant changes – including moving the team back to Soldier Field – that have created renewed excitement for Fire fans across Chicagoland.
Prior to owning the Fire, Mansueto founded Morningstar in 1984 and became executive chairman in 2017. He has served as chairman of the board of directors from the company’s inception, and as chief executive officer from 1984 to 1996 and again from 2000 to 2016.
We will go one-on-one with Mansueto and discuss how he built the Morningstar company and brand; his leadership style; his philosophy on philanthropy and social responsibility, and his communication manner with Fire fans during the pandemic.
3:05 – 3:20 PM
3:20 – 3:35 PM
Pushing boundaries is at the core of everything Jacqueline Parkes does at ViacomCBS. We will go one-on-one with the CMO and Exec VP, Digital Studios for ViacomCBS Entertainment & Youth Group (MTV, Comedy Central, Paramount Network, TV Land, VH1, PopTV, CMT and Smithsonian Channel) and discuss building innovative fan communities and creating captivating digital original content for Gen Z. She will also share insights in pivoting her strategy without live, in-person events.
3:35 – 3:55 PM
Fan Engagement: Reimagining Sports Content in Venue and at Home
Fans are enjoying live sports in many ways and places these days, but no matter where they are, their enthusiasm for compelling sports content continues. In this session, top sports marketers will share how they’re breaking down content silos and rethinking the methods to get their most effective media to fans in real time to keep them rallying.
You will hear from:
• Daniel Kirschner, CEO, Greenfly
• Barbara McHugh, Senior Vice President, Marketing, Major League Baseball
• Robert Shaw, Director, Sports Media and League Partnerships, Facebook
3:55 – 4:10 PM
Longtime sponsor of U.S. Open Tennis, JPMorgan Chase, offered special virtual events and experiences to fans for the 2020 tournament. Frank Nakano, Managing Director, Sports and Entertainment Marketing, JPMorgan Chase will discuss engaging customers, clients and fans at a time when we can’t engage in person. He will share insights into offerings to the general public on the Chase website – including a virtual concert hosted by Serena Williams – to exclusives for Chase card holders in their digital lounge – featuring everything from a content series with Andy Roddick and Brooklyn Decker, to match previews with Tracy Austin and Lindsay Vonn, and virtual cooking demonstrations with celebrity chefs.
4:10 – 4:25 PM
The health insurance category is a relatively new category for sports sponsorships. Most players, including UnitedHealth Group, continue to use partnerships to promote health and wellness and community involvement.
In this featured session, we will go one-on-one with UHG Senior Vice President, Sponsorships and Growth Allen Hermeling to discuss how the pandemic presented the opportunity for UHG to step up their partnership with Rory McIlroy. He will share insights into their efforts with TaylorMade, Rory, NBC, and the PGA Tour to produce a charitable golf match in less than 25-days. The match was in support of Frontline Healthcare Workers and raised $5.5M, including UnitedHealth Group’s contribution of $3M, for the American Nurses Foundation and the CDC Foundation.
4:25 – 4:40 PM
Innovative brands see opportunity where others see adversity. While sponsorship activations, especially those in fanless stadiums are on hold, longtime NFL partner, Pepsi, has shifted its focus to the home. Head of Sports Marketing for Pepsi, Justin Toman, will discuss how the marketer has adjusted its sports marketing strategy; and share insights into its “Made for Football Watching” media campaign, “Tailgate in a Box” sweepstakes, and its marketing emphasis on “homegating.”
4:40 – 4:55 PM
San Francisco 49ers CMO Alex Chang leads all areas of marketing for the team including brand strategy, creative, media, social, digital, content production, game presentation, and events. Prior to joining the 49ers, he held senior marketing positions at Samsung and American Express as well as sports marketing agencies Wasserman and IMG.
In this session, Chang will share insights into “Faithful to The Bay,” the San Francisco 49ers recently launched brand campaign that celebrates the franchise’s storied history in a forward-looking way. More than a motto, “Faithful to The Bay” is presented as a unifying idea for the Bay Area and represents the ideals that bind the greater community: inclusion, innovation, and achievement. He will discuss campaign strategy and executional elements including branding, user generated content, exclusive merchandise, pop culture tie-ins, fan engagement, and community impact.
4:55 – 5:10 PM
When live sports were put on pause, the sports world kept moving. Shortly thereafter, there was a renewed fight for social justice. Through it all, ESPN was – and continues to be – there every step of the way. We will go one-on-one with ESPN’s SVP of Marketing, Laura Gentile, who will take audiences through not only how ESPN adjusted its marketing plans in the absence of live sports, but also how it responded to this unprecedented year by speaking to fans and keeping them connected and engaged with the brand.
5:10 – 5:25 PM
The debut of the LA28 Olympic and Paralympic Games emblem was about so much more than a brand launch. It inspired a conversation with personal stories of creativity and diversity through the Games’ first-ever dynamic and animated mark. We will go one-on-one with LA28 Chief Marketing Officer Amy Gleeson on how the organization approached the massive, co-collaborative process across partners, agencies and a collection of voices including athletes, artists and activists, inspired by the limitless stories of Los Angeles and its people.
5:25 – 5:40 PM
Amy Azzi, Head of Sports Marketing for T-Mobile, will discuss how the pandemic has affected their partnership with Major League Baseball and how they’ve adapted their approach to maximize impact through these critical times. Amy will share the thought process behind T-Mobile’s MLB campaign, highlight their unique integration during this year’s MLB Draft and discuss the strategy behind Beyond the Bases, a virtual content series that connects baseball fans around the country to their favorite MLB Players.
5:40 – 5:45 PM