The Future of Video: Strategies for Smarter Creation and Amplification

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September 21st, 2023
5:00pm - 7:30 pm


The Coven Minneapolis - Eat Street
2429 Nicollet Ave
Minneapolis, MN 55404

What it’s about

The consumer relationship to video content is rapidly evolving and your strategy should be too. From TikTok to Tubi to Roku to RMNs – video’s dominance across the media ecosystem is undeniable. Learn how to plan your creative approach to better connect with the new role video plays in the customer journey, and the shifting formats and channels that are shaping purchase behaviors. 

Join us in September to hone your video strategy instincts and knowledge as industry leaders share their insights for marketing leaders, media planners, and brand strategists navigating the evolving media landscape.   

We’ll discuss things like: 

  • Where video fits in the new user journey (and what to do about limited production budgets) 
  • How to navigate the blurred lines between paid, owned, and earned, and how that impacts performance storytelling with clients and team leaders 
  • What to do about growing consumer investment in social commerce and livestream shopping
  • Why experts think addressableTV is poised to grow (and what that means for the future of measurement) 
  • What is FAST and why should we care? 

About the speakers

Lisa McEllistrem

CEO at Modern Foundation

As CEO of Modern Foundation, Lisa leads the agency direction, business and culture with an insatiable curiosity for the informative and forward-thinking. As a digital agency that focuses on personal performance, lifestyle and health & wellness, culture is an important aspect of the agency environment. Over her career Lisa has worked with many brands including DreamWorks Animation, Buffalo Wild Wings, UnitedHealthcare, and Optum and Trolli. The work was awarded with Cannes Gold Lion, Effie Gold, Digiday and Webbies. Lisa served as Director of Partnerships & Sponsorships for MIMA and is now a director of the board for Entrepreneurs Organization (EO).

Headshot of Mike Baranowski, Collective Measures
Mike Baranowski

VP, Data Engineering and Analytics at Collective Measures

As the Vice President of Analytics and Data Engineering, Mike Baranowski has the unique ability to review data sets and reveal what is happening with user behavior along a consumer journey. In his role, he oversees the agency’s data engineering and analytics practice, expertly building complex measurement and data strategies and then working with clients to put those strategies to work. He was instrumental in the development and launch of our proprietary intelligence engine: Practix. Prior to Collective Measures, Mike worked at Land O’Lakes in the company’s ‘Center of Excellence,’ serving as the subject matter expert for all things digital.

Professional headshot of Norah Carroll
Norah Carroll

Associate Director of Strategy, Paid Social at The Social Lights

Norah leads the paid social capability at The Social Lights, a social media agency headquartered in Minneapolis that partners with clients to grow their business through strategy development, creative production, influencer management, media buying, and social media management. She approaches paid media through a social-first lens, transforming social capital into brand equity for companies including General Mills, Ecolab, Cargill, Kwik Trip, and Massage Envy. Prior to joining The Social Lights, Norah oversaw organic and paid social media strategy at Two Rivers Marketing, a full-service B2B marketing agency based in Des Moines, Iowa.

Ami Lathia

Director of Product Management at Target

Ami is an inclusive and a passionate technology leader driving innovative solutions in Ad Tech industry. She is a Director of Product at Target Corporation focused on developing data-driven core capabilities in marketing where she leads all of Roundel’s Off Platform commercialization ad product strategy. This includes Social, Search, Video/CTV, Programmatic, In Store and Digital Out of Home platforms. She has a master’s degree in computer science from University of Southern California and comes with 15 years of experience in driving growth in business, data, and product space in Fortune 100 companies. She is a diversity champion and leads DE&I efforts by serving on board of director for Marketing Diversity Leadership Committee at Target.

Jenna Redfield

Content Marketing Strategist and Content Creator at Twin Cities Collective

A passionate video marketer, Jenna has spent over 17+ years refining her craft, from launching her first YouTube channel in 2006 to co-editing film projects in the heart of LA. As the founder of Twin Cities Collective and a seasoned marketing consultant, Jenna has helped businesses thrive in the digital age by harnessing the power of video storytelling through longform and short form organic videos.

What to expect on September 21st

  • 5:00 pm
    Doors open, networking begins, and refreshments are available
  • 5:30 pm
    Panel begins
  • 6:30 pm
    Panel concludes, networking continues
  • 6:45 am
    Optional discussion circles begin
  • 7:30 pm
    Event ends