In an ever-shifting brand landscape innovation, agility and consumer insights can make or break a brand's success, regardless of whether its established or a challenger. Join Adweek for the second-annual Challenger Brands summit to gain insights from the world’s most disruptive and legendary brands who are succeeding in our rapidly evolving world and competitive landscape.
Through the lens of challenger brands, we’ll explore 12 top-of-mind topics impacting the brand marketing ecosystem from ecommerce to live marketing to UX – and beyond.
Tracks
Agenda
How has the NFL remained America's favorite sport for fans and brands? NFL's chief marketer Tim Ellis joins Adweek to discuss the league's 21st century playbook.
The fight for consumers’ time and attention is intensifying as the digital experience grows increasingly fragmented. At the same time, a shift is happening: more consumers are turning to online communities for genuine human connection and belonging. As the role and value of online community grows in importance, challenger brands have the opportunity to reach consumers in a deeper, more disruptive way -- Reddit’s Head of Growth Partnerships, Neal Hubman, sits down with RXBAR's Director of Integrated Marketing, Jenny Lindquist, to discuss the rise and strength of online community and the intrinsic value of community engagement.
The past decade saw the rise of the open platform -- from social media to video content to online-shopping platforms. But unfettered access to more stuff also invited chaos of fake news, fake content and fake goods. Cate Khan, co-founder and chief strategy officer of Verishop, speaks to why customers want a more curated, discovery-driven experience, and how Verishop aims to take online-shopping from convenient to delightful.
Gen Z moves at the speed of culture. Shelley Haus, Chief Marketing Officer of Ulta Beauty, will share how the retailer has harnessed cultural insights to become the #1 beauty destination with teens and to chart the course for future growth with this beauty-loving generation.
Presented by Argonaut
The new kids on the block will shortly account for a strong majority of the world’s purchasing power. Who are they? What influences their shopping habits? And what are the most affect ways to engage with them? Join this track to learn more.
With 90% of Depop’s active users under the age of 26, Chief Marketing Officer Peter Semple discusses how the London-based fashion marketplace app speaks to, works with and meets the needs of one of today’s most disruptive consumer audiences – over 18 million users globally – to help them transform the fashion industry.
Gen Z is talking, but is your brand really hearing what they have to say? Join three of The Tylt’s young citizen- journalists in a thought provoking discussion, with breakthrough findings and hard truths on what matters most to your next generation of consumers.
Hear from Adam Petrick, Global Director of Brand & Marketing, on how sports culture and Gen Z is shaping the legacy brand, today
Data is king in this era of unprecedented technological change. Offering advanced insights and a chance for marketers to understand their consumer preferences on an intimate level, you better be playing in the data sandbox. Brand experts share how to effectively – and efficiently -- harness the opportunities data offers.
In this session, you’ll learn how Calm used TV advertising as part of their marketing mix to become the No. 1 Mental Fitness App, with over 70 million downloads. We’ll share their journey working with Tatari, from using data & analytics to drive customer acquisition, finding audiences at scale, and ultimately launching a large-scale brand campaign featuring NBA star LeBron James.
The proliferation of data and technology has made the modern consumer more powerful and in-control than ever before. Brands have to work harder than ever to gain consumer loyalty. This requires marketers to build brands that are authentic, purpose driven and converge science, technology and storytelling. How do you meet these requirements to drive tangible business growth and outcomes? Join Mayur Gupta, CMO of Freshly as he helps to solve the balancing act.
Gone are the days of garden variety marketing plan. Surviving in today’s competitive landscape requires real-time experiences that bring the brand to life. How do you engage consumers on a whole other level, while staying true to the brand? Hear from the pros on how to break through.
In a category with little change since 1800’s, how are single malt scotch whisky brands standing out from the crowded liquor industry to recruit today’s consumers? The road to success may seem steep, but engaging with consumers in an authentic way by breaking conventions through strategic partnerships has helped The Glenlivet appeal to a wider set of consumers. Join this session to learn how The Glenlivet has been setting new standards since 1824 with its ground breaking fashion partnerships, innovative expressions and reinvented cocktail strategies.
Engaging content is essential to a challenger brand finding success with today’s visually-inclined consumers, but many marketers are not optimizing their social channels to the same level that they do for more traditional funnels. Learn from Dash Hudson and ColourPop Cosmetics how savvy brands can leverage rich data and AI to create a data-backed creative strategy that performs, and converts.
Today’s consumers have more options at their fingertips when shopping than ever before, and it’s critical for brands to stand out. Glossier, the digital-first beauty company, has spent the last five years building a generation-defining and instantly recognizable brand in collaboration with its community. Hear from Glossier’s Creative Director on how the company continues to innovate and bring new experiences to life for its customers, while staying true to what makes Glossier, Glossier.
Brand marketers are quickly learning that embracing social issues or a purpose can drive consumer loyalty and generate sales. How do you align your brand’s core values to help drive ROI? How do you reflect the values you preach? Prepare for enlightenment in this track.
Companies are putting their values front and center to attract new customers, but how do they know if it’s working? Learn how Acorns is using a deep commitment to its company mission and values to drive the fastest-growing financial wellness system in the nation and empower a new generation of investors.
When a brand lives its authentic purpose it can create the biggest impact for its employees, customers and the world. The key is to embrace their challenger spirit and live it in everything they do. Join David Angelo, founder and creative chairman of David&Goliath as he shares his singular journey as a challenger, the undeniable impact his 20-year challenger agency has made for the ultimate challenger brand, Kia, and the secret to igniting the challenger spirit in brands to create unlimited impact.
Consumers are increasingly shopping more mindfully, with environmental issues and sustainability driving purchasing decisions. Learn how Everlane harnesses educational storytelling, through sustainable product launches and initiatives such as its Black Friday Fund, to empower consumers to make more sustainable purchases and ultimately inspire industry-wide change.
VR, AR, MR, XR: The future is now, and marketers are experimenting with myriad applications of emerging technology. How do they drive engagement? What are the best practices? Learn about real-world examples of this brave new tech.
In 2020, brands will continue to seek an edge while competing for the attention of consumers in a disruptive landscape. But how can a brand lean on new tech and research as a sustained competitive advantage from Day 1? Learn how Fandango, the ultimate digital network for all things movies, is leveraging technology and consumer insights to reach consumers throughout the entire entertainment lifecycle.
The demand for content is greater than ever. Brands are feeling the effects of the consumer requirement, while fighting with smaller budgets and workplaces. The result? A growing content gap that is killing brands. Join this session to learn how to jump out of the format race and start creating at the speed of culture.
How have The Infatuation and Zagat dominated the restaurant space? Chris Stang, co-founder and CEO, sits down with Adweek to discuss how to excite and entice your audience through a unique platform and approach.
Marketing begins and ends with clearly articulating a brand’s narrative. Storytelling evokes an emotional response, which drives consumers purchases. Join this track to hear best practices, preferable platforms and the best channels to tell your brand story.
Customer experience-led storytelling enables brands to develop a deeper connection with their audiences. By communicating through customer stories, Mack Weldon is better crystallizing their brand and how their product fits into their customers’ daily lives. Join Mack Weldon’s VP of Brand Marketing as she shares their recent wins, challenges and opportunities in leveraging customer experience-led storytelling to build awareness and grow the brand.
Picture a YouTuber vlogging on her phone camera, selfie-style. It's raw, authentic. Can an ad do this? Sometimes, sometimes not. One thing’s for certain though – video storytelling is becoming more lightweight and agile, allowing brands to find their voice more quickly and easily. Join this session to learn why brands have more permission than ever to speak directly and personally, and decode the anatomy of YouTube ads that achieve authenticity without the requisite production polish.
Presented by Argonaut
Youths today demand authenticity. Brands that are ‘on fleek’ when marketing to younger consumers are those that are prioritizing long-term loyalty over immediate sales. Join this session to hear how Reckitt Benckiser’s iconic Mr Mucus gained 2 billion views and thousands of brand ambassadors via TikTok - the platform’s most engaging campaign to date.
Despite federal prohibition, the cannabis industry has exploded across the US, with entrepreneurs, celebrities, and investors riding the waves of the green rush and new brands joining the marketplace every day. So how do you build an iconic brand that breaks away from the pack and can stand the test of time? Join Lee Applbaum, CMO of Parallel, a leading global cannabis company, and former Global Chief Marketing Officer of Patron Tequila and Grey Goose Vodka, as he discusses what it takes to build brands with longevity, purpose, relevancy, and differentiation across a dynamic and challenging industry landscape.
Rakuten Advertising Managing Director Julie Van Ullen will unveil proprietary data from an exclusive consumer study on the browsing and buying habits of the direct to consumer (D2C) shopper. Using these insights, Julie will discuss how brands can optimize their digital advertising campaigns and leverage affiliate marketing, a performance-driven channel, to find new customers and increase conversions.
Charlamagne tha God leads a growing media empire, which includes a nationally syndicated radio show that's become a mandatory destination for brands, celebrities and political candidates looking to promote their products and platforms. Join this session as Charlamagne sits down with Adweek to discuss how radio remains an important medium for building a strong brand, and the power of influence and the art of creating and leveraging your personal brand.
Presented by David&Goliath
Recent store closures have forced many brands and retailers to learn, the hard way, the cost of ignoring customer needs and shopping trends. Brands like Goop – which began in Gwyneth Paltrow’s kitchen as a homespun newsletter – are bucking that trend by not only listening to their customer, but curating and creating content, products and ecommerce and retail experiences tailored specifically for them. Learn from Elise Loehnen, Goop’s Chief Content Officer, how the trailblazing wellness brand has turned goop into gold.
Actress and social media powerhouse Shay Mitchell joins Adweek to discuss entrepreneurship and starting her company BÉIS. How has the travel and lifestyle brand become a profitable and growing startup since launching in 2018? Shay and BÉIS president, Adeela, reveal the tips, tricks of influence and how to inspire 27 million followers with passion.
Lerer Hippeau has made the earliest bets on some of the most impressive DTC brands that exist today (Allbirds, Glossier, Casper, Warby Parker, Everlane, etc.) Managing Partner, Ben Lerer sits down with Adweek to discuss what these companies did right, how to attract investors and what the future of DTC and retail holds.
Presented by Argonaut
The convergence of TV and digital has meant a rapid change of viewing habits and advertising spend. With cord cutters and cord-nevers at an all-time high, the OTT space offers new opportunities to better target and measure consumers. Learn best practices for how to successfully navigate this new connected reality.
Brooklinen has experienced tremendous growth through the years with a digitally-led approach to marketing. Join Justin Lapidus, VP of Growth Marketing & Digital Products as he discusses when, why and how the brand has folded TV into the marketing mix.
No better phenomenon represents the convergence of traditional and digital than consumer shift to Streaming. As the trend continues, Cord-Cutters have given birth to Cord-Nevers. Join Tim Natividad, Head of Performance Advertising for Roku, # 1 TV streaming platform in the U.S and the #1 licensed TV OS in North America, for a discussion centered around the new role the Living Room TV plays in a consumer’s pathway to purchase.
The convergence of TV and digital has meant a rapid change of viewing habits and advertising spend. Join John Sheldon, CMO of SmileDirectClub as he shares insights and takeaways on SmileDirectClub’s successful use of connected TV in its advertising and marketing effects resulting in customer acquisition.
Warnings of a retail apocalypse may be premature. Like all industries affected by digital disruption, retailers must evolve or die. Hear how to engage the modern shopper with a frictionless CX strategy.
As the retail landscape continues to change and consumers explore other ways to build out wardrobes more sustainably and affordably, rental has taken center stage. Nuuly, the monthly rental subscription service from URBN, provides options for consumers to both expand on staple pieces and experiment with trends, and enables them to purchase what they really love redefining the way that rental and retail interact.
Constant frustration around social advertising is usually the result of spending too much time on the wrong things. We have seen a shift towards brands unifying creative and performance teams - and it’s working! Through $2.5B of social ad spend in 2019 we have identified three ways these two teams can make their work more efficient and impactful.
The rules for success in retail are changing beyond all recognition - and fast! Universal Standard’s Co-Founder and Chief Creative Officer Alex Waldman joins Adweek to discuss how the brand has reimagined the retail model to make fashion more inclusive, created unprecedented access for women, and become a culture leader bringing about a ’new normal'.
AI capabilities are expanding and enhancing marketing efforts well beyond our imagination. Learn how AI can help optimize performance, assist in ad creation and improve the customer experience.
The fear of automation is very real, but is it realistic? Join this session to learn how Hopper has succeeded in competing with legacy brands and larger budgets. Learn the importance of mobile and retention strategies and how to reach consumers at specific touchpoints.
The largest problem – and opportunity – for Mobile Apps is retaining users. The latest studies reveal that 90% of users abandon a mobile app within 90 days. Join CleverTap to learn how to leverage Artificial Intelligence and Machine Learning to engage your users with the relevant messaging that drives action, and results in dramatically increased retention. Come prepared to be shown valuable techniques and real examples being used by the world’s fastest growing brands.
The packaged food industry represents one of the last categories to embrace the DTC model. Ben McKean, the CEO and Founder of personalized grocery service, Hungryroot sits down with AdWeek to discuss how Hungryroot's platform is leveraging AI to maximize customer feedback, personalized experiences and product discovery.
Today’s consumer is more focused on the sourcing of what they consume and what they wear. In fact, shoppers are more likely to purchase from a brand that takes a stand on social issues. How can your brand leverage its social purpose authentically? Speakers share their keys to a sustainable strategy.
Rarely do marketers get the opportunity to shape a brand, its values and culture from the ground up. Sustainable Bioproducts’ CMO Karuna Rawal joins Adweek to share the brand building journey of her team. Learn what it takes to build a brand from a blank sheet of paper and ensure it is authentic, sustainable and distinguished amongst a crowded and competitive landscape.
Join Joanna Cronk, Managing Director of Whalar, US as she explores the creative work behind Burt’s Bees product-free, purpose-driven “World Earth Month” campaign, #Forcefornature. Learn how brands can effectively work alongside digital advocates to deepen their sustainable message through highly creative and engaging social content.
How brands engage with consumers will determine not only an intention to buy but also a return trip. How can you ensure your user experience aligns with customers’ needs? Hear from the pros on how to improve your brand experience and drive ROI.
Join Zach Apter, Chief Commercial Officer, to learn how ClassPass approaches lifecycle marketing. Discover what CX and marketing techniques are most effective, and learn how ClassPass keeps its customers active around the globe.
In today’s competitive marketplace where everyone is vying for consumer attention, encouraging your users to dump your app may sound like a bad business plan – but Hinge, the fastest growing dating app in the US is focused on one thing: getting their members off the app and out on great dates. Hear from Nathan Roth, Chief Marketing Officer, on why user success means business success in the long term.
Presented by Argonaut
Join Rock the Vote's President and Executive Director Carolyn DeWitt for a conversation on how Rock the Vote has navigated the ever-changing worlds of technology, culture, and celebrity to remain effective in activating America's young people. Plus, learn why it is more important than ever for brands to engage in our civic process and how to get started.
In this fireside chat with Zappos’ “Head of Brand Aura and Director of Brand Experience,” Tyler Williams, will explore how the company’s obsession with customer service and guiding philosophy of directing money to cause-for-good marketing has driven revenue and unconventional business practices.
The second annual Challenger Brands summit will culminate in the Adweek Retail Awards, honoring the industry’s most innovative and exciting brands and vendors. The awards will be presented from the main stage, after which we will gather for a celebratory cocktail reception.
Presented by Reckitt Benckiser
Join Adweek and Retail Award recipients for a celebratory cocktail hour.
Presented by Reckitt Benckiser
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Venue
Convene NYC
225 Liberty Street
New York, NY 10281
Hotel Room Blocks
Walker Hotel Tribeca
Room Block Availability: March 2-7, 2020
Rate: $125.00 + tax
Booking Info: Book Here
Room Block Cut-off Date: February 3, 2020
ALOFT Manhattan Financial District
Room Block Availability: March 2-7, 2020
Rate: $169.00 + tax
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Room Block Cut-off Date: February 10, 2020
Marriott New York Downtown
Room Block Availability: March 2-6, 2020
Rate: $211.00 + tax
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Room Block Cut-off Date: February 10, 2020
W New York – Downtown
Room Block Availability: March 2-6, 2020
Rate: $245.00 + tax
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Room Block Cut-off Date: February 3, 2020
Millennium Hilton New York Downtown
Room Block Availability: March 2-6, 2020
Rate: $279.00 + tax
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Room Block Cut-off Date: February 21, 2020
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