7:00 am - 8:00 am
Registration + Breakfast + Exhibits
8:00 am - 9:25 am
Morning General Session
OPENING KEYNOTE: ELIZABETH NYAMAYARO Moderated by KARE 11 news anchor Jana Shortal, MIMA + MPLS MadWomen Present: Using Social Platforms To Make An Actual Difference will explore the new age of social activism and what we can do to engage more communities, turning clicks into action. Everything from crowdfunding a small non-profit to starting a revolution can be done online and scaled to a community you never knew existed. While there are still questions of an algorithmic bubble that insulates us within our own values and ideals, we are literally only a click away from seeing the other side. But what happens after you click, like, or share? When does a social movement become policy and drive systemic change? Elizabeth Nyamayaro of United Nations Women shares her journey building a global coalition of male advocates for female empowerment. A strong advocate for women’s rights and economic empowerment, Ms. Nyamayaro has worked at the forefront of Africa’s development agenda for more than a decade in both the public and private sector, and previously held positions with UNAIDS, World Health Organization and the World Bank.
9:25 am - 9:45 am
9:45 am - 10:40 am
THE BIG EVENT Julie Batliner, Carmichael Lynch / Carmichael Lynch Relate President Brett Diamond, Director of Partnership Activation, Minnesota Vikings Elizabeth McDonnell, Chief Marketing Officer, US Bank Andrea Mokros, Vice President of Communications & Events, Minnesota Super Bowl Host Committee MODERATOR: Eric Perkins, Sports Anchor & Sports Director, KARE 11 Yeah, we know that the Super Bowl is coming to Minneapolis, but what about the X Games that were just here (and returning in 2018), the NCAA Final Four coming in a couple of years and so much more highlighting the Twin Cities? We've assembled an all-star cast of marketing leaders to share with us how these "big events" are done. Together, this panel represents decades of experience working directly and indirectly on major national and international events. They’ve guided their brands and their clients toward strategies that have made them shine during extraordinarily visible events, and the expertise that they share will be invaluable to attendees looking to jumpstart similar efforts. Strategists, brand planners, media buyers and more - if you want to know how to make your brand a star of the biggest events, then this panel is your golden ticket.
AD-TECH AND MAR-TECH INNOVATIONS IN OUR BACK YARD: A Special Session Presented by Twin Cities Start-Up Week Clay Collins, Co-Founder & Board Chairman, Leadpages Rob Flessner, Co-Founder and CEO, Vugo Scott Litman, Co-Founder and Managing Partner, Equals 3 Tim Brunelle, VP Creative Director, BBDO MODERATOR: Marty Wetherall, Director of Innovation, Fallon Minneapolis has long been a nationally respected hub of creative advertising agencies and marketing services, and now a new wave of innovative mar tech and ad tech startups are emerging right here in our backyard ready to reshape our industry and redefine our credentials. With big brands already beginning to shift chunks of spending from agencies to startups, we’ll meet a few of Minnesota’s hottest new companies playing in this space.
PAGE SPEED: The Last Mile of Effective SEO Robert Moseley, Director of Solution Engineering, Cloudinary Josh Braaten, CEO/Co-Founder, Brandish Insights Both Google and Facebook have said that page load speed plays an important role (and will be be an increasing influence) in search results rankings and news feed priority. As marketers we work incredibly hard to gain loyal, happy customers. And then we work even harder to encourage that customer to be an advocate and introduce us to their network. We are spending an ever-increasing amount of time and money in social strategies and marketing efforts. Don’t let something like your page load speed prevent other people from ever seeing that hard-earned “like” or “share”. This session is for everyone from beginners to experts, backend developers to social media strategists. Come prepared to ask questions, interact, and take home 2 things you can do immediately to improve your Google and Facebook exposure.
THE ROLE OF VIDEO in a Multi-channel Media Mix Chris Bondhus, Senior Director, Demand Generation, Brightcove Heather Murphy, VP of Performance Content & Social Media, Nina Hale / Performance Digital Kathleen Petersen, VP of Media, Nina Hale/Performance Digital In this session, experts from Brightcove and Nina Hale will dive deep into the role of video content in a multi-channel media mix. No matter how big or small the role of video is in your marketing strategy, this session will cover when video is most effective, what it is best used for, and where it should be incorporated for maximum impact. The session will also look forward at trends in video content that marketers should be aware of, including virtual reality, live video, and the race to create original, syndicated content.
10:40 am - 11:00 am
11:00 am - 11:55 am
THE FUTURE OF INFLUENCER MARKETING Maria Sipka, Co-founder and Chief Evangelist, Linqia Joe Piaskowy, Digital Marketing Manager, Social Newsroom, Influencers, and Experience, McDonald's Jenny Park, Senior Marketing Communications Planner, General Mills Morgan Molitor, Influencer & Blogger, construction2style MODERATOR: Brett Kreisman, Lead Brand Partner, Linqia Influencer marketing is hot for a reason - it works. Linqia’s State of Influencer Marketing 2017 report found that 94% of marketers who used influencer marketing last year found the tactic to be effective, and yet 78% say determining the ROI of influencer marketing is one of their top challenges in 2017. The emerging role of AI in influencer marketing promises to help solve the ROI challenge, transforming influencer marketing from a PR tactic into a scalable media channel. As confusion mounts over which divisions should own influencer marketing and technology advancements push the industry forward, learn what to expect from this rapidly evolving channel going into 2018.
HOW WRONG ARE YOU READY TO BE? David Hussman, Maker, Speaker, Teacher, and Coach, Founder of DevJam Building physical things allows for faster learning. If you can get into a prototype of a car, it probably has some serious design issues. But in the digital space, getting into an application or a system which is in production can be more than frustrating and still take forever to be fixed. In this talk, David Hussman will explore the nature of being wrong as it relates to creating digital products that meet or exceed customer needs. David will blend his background producing music with his years of producing digital solutions into a thread of ideas and tools that have been proven to help teams build less of the wrong thing faster, by building more of what is really needed by the customer or user.
STORYTELLING THAT CREATES RELATIONSHIPS Steve Rudolph, Chief Storyteller at the Carlson School of Management will share how major brands use storytelling to create intimate relationships with their consumer base at a large scale.
WHAT ARE YOUR DOLLARS PER MINUTE? Carolyn Strauss will lead an interactive breakout session that will help marketing leaders and teams to dissect their cultures and in return optimize their "Dollars Per Minute™". This results-oriented cultural shift doesn't require taking creative people and changing them in any way. It starts by defining the results you want to achieve and building a plan to get them. Issues such as poorly defined audiences, the wrong programs, the wrong activities, or bad offers plague marketing teams. In this session Carolyn will provide the tools needed to begin the culture shift and start planning for sales, not just marketing.
11:55 am - 1:30 pm
Lunch General Session Sponsored by Fathom Consulting
LUNCH KEYNOTE: MORGAN SPURLOCK CREATING WORLD CHANGING CONTENT, ONE STORY AT A TIME We live in an age where it's tough to walk down the street without someone trying to sell you something. The entire American experience now seems to be brought to us by some corporation. Utilizing the cutting-edge tools of comic exploration and total self-exploitation, Morgan Spurlock dissects the world of advertising and marketing by using his personal integrity as currency to sell out to the highest bidder. Scathingly funny, subversive, and deceptively smart, he shines the definitive light on our branded future. Best known for his critically-acclaimed hit documentary “Super Size Me” and the CNN original series “Inside Man,” Morgan’s unique approach to examining societal issues makes them engaging, entertaining and accessible for audiences. Whether it’s spending time in jail or adhering to a strict fast-food diet, by immersing himself into risky situations, Morgan shares an intimate look at society’s rarely discussed sectors, while adeptly illustrating the underlying social and economic forces that drive cultural phenomena. On stage, Morgan expertly blends information and anecdote as he delivers the scathingly funny, subversive, and deceptively smart perspective portrayed in his on-screen undertakings. The values of transparency and risk-taking in any endeavor become clear as Morgan draws from his exposure to various segments of American culture to expose you to new ideas that stimulate reexamination of commonly-held philosophies.
1:30 pm - 2:00 pm
2:00 pm - 2:55 pm
CULTIVATE A CULT FOLLOWING | A Made in MN Panel Featuring Boomchickapop, Red Wing Shoes, Surly & 89.3 The Current Omar Ansari, Founder, Surly Brett Baldwin, Managing Digital Producer, American Public Media Angie Bastian, Co-Founder, Angie's/Boomchickapop Dave Schneider, Vice President, Chief Marketing Officer, Red Wing Shoes MODERATOR: Tim Brunelle, VP Creative Director, BBDO Mpls Great products and service aside, how did they do it? How did four of Minnesota’s most beloved brands cultivate organic, fan-centric growth across digital? What insights, protocols, ideas and leadership helped their brand teams leverage customer behavior? How do they build upon their fans’ passion, year after year, in very competitive industries? We’ll learn all this and more. You drink their beer, eat their popcorn, wear their boots and listen to their radio shows all the time. This session is for strategists and those curious how these brands get you to choose them over and over again.
KINDNESS AND COMPASSION IN THE CREATIVE PROCESS Christopher Clarke, Creative Director, Oath The marketing industry can be competitive and cutthroat. How might we balance the demand for creative excellence with kindness and compassion? Do they have to be mutually exclusive or can they work together? This thoughtful session will weave real-life experiences and examples from a few of our community’s top creative directors in the agency space.
FACILITATING THE PATH TO PURCHASE ON SOCIAL MEDIA Craig Key, VP Marketing, Bite Squad Amy Vener, Retail Vertical Strategy Lead, Pinterest MODERATOR: Martha Krueger, Co-Founder & CEO, The Social Lights® Instagram, Facebook and Pinterest have rolled out connected commerce tools that allow consumers to explore and buy directly from the platforms. Learn how these platforms are affecting consumers' abilities to discover new brands and purchase new products instantly in one place with the varying ad resources available – and how you can leverage it for your business going into 2018.
STATE OF DIGITAL IN MINNESOTA: 2017 And Beyond Brendan Schrader, Chief Executive Officer, Antenna Mitch Hawes, Digital Marketing Specialist, Minneapolis Institute of Arts Katherine Guarino, Digital Marketing Communications Planner, General Mills Lori Davis, President, Martin Williams MODERATOR: Craig Pladson, Marketing Director, GoKart Labs There are hundreds of tools, technologies and resources for digital marketers. But platforms are meaningless if a seamless personal experience for consumers cannot be crafted, implemented and tracked. After several hundred survey responses and one-on-one interviews, MIMA learned about how today’s local marketers are making sense of this tangled web of marketing tools, trends and technology. Earlier this year, we release our findings in the report How Minnesota Marketers Are Rethinking the Ideal Consumer Journey. To continue the conversation about what’s on the minds of modern marketers in Minnesota, Craig Pladson of GoKart Labs will be moderating a panel that includes a handful of people we interviewed in the report. During our panel, we’ll discuss the key challenges marketing leaders are facing, how they’re using data to personalize experiences, their approaches to content creation and how they’re empowering and enabling their teams to drive digital marketing innovation. We’ll end our discussion talking about the actions marketers can immediately take to make a positive difference in how they leverage digital to grow their businesses and brands.
2:55 pm - 3:15 pm
3:15 pm - 4:00 pm
Closing General Session
CLOSING KEYNOTE: CHUCK KLOSTERMAN BUT WHAT IF? VISUALIZING THE FAR FUTURE (ONCE "NOW" BECOMES "THEN") In this keynote, based on his new book But What If We’re Wrong?, Chuck Klosterman visualizes the contemporary world as it will appear to those who’ll perceive it as the distant past. Throughout, he asks questions that are profound in their simplicity: How certain are we about our understanding of gravity, or time? What will be the defining memory of rock music, 500 years from today? How seriously should we view the content of our dreams, or the content of TV? Are all sports destined for extinction? Is it possible that the greatest artist of our era is currently unknown (or—weirder still—widely known, but entirely disrespected)? Is it possible that we “overrate” democracy? And perhaps most disturbing: is it possible that we’ve reached the end of knowledge? Kinetically slingshotting through a broad spectrum of objective and subjective problems, this talk builds on input from a variety of creative thinkers—George Saunders, David Byrne, Jonathan Lethem, Kathryn Schulz, Neil deGrasse Tyson, Brian Greene, Junot Díaz, Amanda Petrusich, Ryan Adams, Nick Bostrom, Dan Carlin, and Richard Linklater, among others—interwoven with the type of high-wire humor and nontraditional analysis only Klosterman would dare to attempt. It’s a seemingly impossible achievement: a keynote about the things we cannot know, explained as if we did. It’s about how we live now, once “now” has become “then.”
4:00 pm - 6:00 pm
Closing Reception and Happy Hour
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Schedule subject to change.