brands innovation technology

BRITE '18 AGENDA

MARCH 5-6, 2018

COLUMBIA UNIVERSITY: LERNER HALL
2920 BROADWAY, NEW YORK CITY

DAY 1 - Monday, March 5

SESSION 1: 8:45AM - 10:35AM


NEWS MEDIA IN TODAY'S SOCIO-POLITICAL CLIMATE

Peter Weingard
Chief Marketing Officer
New York Public Radio

From 'fake news' to Facebook, today's hyperbolic news cycles and unprecedented socio-political climate have placed enormous pressure on the news media business. As consumers continue to unplug from linear content models and spend their online time inside self-imposed news filters, the industry finds itself in uncharted waters and an unsure future. Peter Weingard, CMO at New York Public Radio, discusses the current media ecosystem and makes a case for media to be a trusted voice to engage, connect, convene.

YOU'VE BEEN HACKED: NOW WHAT?

Allison Cerra
Senior Vice President & Chief Marketing Officer
McAfee, Inc.

There are only three certainties in life: death, taxes and hacks. No organization wants to find itself tomorrow’s headline or punchline for falling victim to the latest breach. In this talk, Cerra offers practical advice for readying the marketing and communications engine for such a response to prevent adversaries from stealing your company’s most valuable asset – its reputation.

DOES FACEBOOK KNOW YOU BETTER THAN YOU KNOW YOURSELF?

Regina Flores Mir
Co-Founder, DATA X

You leave behind digital crumbs from your online activity. In order to understand the implications, you must develop a personal perspective on data mining, predictive analytics, and your own online data identity. If algorithms and big data are increasingly defining our lives, how can you learn to take a Data Selfie to better understand the power and influence your own data has on you?


NETWORKING BREAK: 10:35AM - 11:05AM


SESSION 2: 11:05AM - 1:00PM


BRANDING BROADWAY

Ron Simons '89, Tony Award-Winning Founder & CEO, SimonSays Entertainment
Dana Siegel, Vice President, Marketing and Business Development, Rodgers & Hammerstein
Stacey Lieberman Prince, Executive Creative Director, SpotCo
Matthew Quint, Director, Center on Global Brand Leadership

It is one of the most recognizable sub-brands of New York City -- Broadway. But it is a brand built and maintained by hundreds of individual stakeholders, from producers, to theaters, to artists, to the rights and marketing agencies that support each show. Hear from this esteemed panel about the challenges of building the brand of a particular show alongside the overall ecosystem of Broadway.

FIRESIDE CHAT:
IS THE FUTURE REALLY FEMALE? (AND WHAT DOES THAT MEAN FOR MEN?)

Gretchen Carlson, Chair, Miss America Organization; Author, Be Fierce
Lesley Jane Seymour, Founder, CoveyClub; former Editor-in-Chief, MORE

From Hollywood to the Ford factory floor, a tsunami of revelations about sexual harassment in the workplace is washing big name executives out the door.  Both men and women wonder who’s next? What are the new guardrails? Who will design them? Gretchen Carlson, who started the earthquake by speaking out against Fox’s Roger Ailes, talks about what businesses (and individuals) need to do to navigate this change and work toward a productive but equal work environment.

FIRESIDE CHAT: LOCATION, LOCATION, LOCATION

Steven Rosenblatt, President, Foursquare
David Rogers, Faculty, Columbia Business School; Author, The Digital Transformation Playbook

In this fireside chat, Foursquare President Steven Rosenblatt will discuss how location is the atomic unit of mobile, the cookie that bridges the digital and physical world, and how everybody from marketers, developers, and analysts are leveraging it to drive their business forward. Location data is the building block for everything from AI and AR, to self-driving cars.


LUNCH BREAK: 1:00PM - 2:00PM


SESSION 3: 2:00PM - 3:25PM


BLOCKCHAIN 102: WHAT IT MEANS FOR BRAND BUILDERS

Joseph Lubin, Founder, ConsenSys, Co-Founder, Ethereum
Phil Gomes, Senior Vice President, U.S. B2B Digital, Edelman
Samantha Radocchia, Co-Founder & CMO, Chronicled; Co-Founder, Better Kinds
Matthew Quint, Director, Center on Global Brand Leadership, Columbia Business School

Everyone is now well aware of blockchain but, as with most hyped technologies, there is a lot missing if you don't delve into the details. This session will examine the nuances behind the blockchain buzz words like "trustless," "security," "transparency," and "efficiency." In addition, the discussion will dive into some specific implications and use cases for how the technology will likely affect brand builders and marketers.

MARKETING IN A COGNITIVE ERA

Babs Rangaiah
Executive Partner, Global Marketing
IBM iX

Great marketing is no longer just about advertising – it is about creating consumer experiences that are engaging, personalized and useful. In this session, Babs Rangaiah will showcase successful client cases and discuss the ways in which technologies like AI, IOT and Blockchain are changing how brands understand and engage with customers as well as how technology and data can be used to solve business problems. For marketers, these technologies are no longer just the shiny object, they are essential to success.


NETWORKING BREAK: 3:25PM - 3:50PM


SESSION 4: 3:50PM - 5:45PM


THE EMOTIONAL FUTURE OF AI PERSONAS

Jim Marggraff
Director, Product Management, Google
Founder, LeapPad, LiveScribe, & Eyefluence

How will you talk to your AIs? When they know you, teach you, guide you, and assist you, how will they affect your life? Early chatbots and smart assistants are just transactional or informative, while AI Personas will develop personal relationships as they think, remember, and care about you. Serial entrepreneur/inventor Jim Marggraff will take you on an interactive journey with a sneak preview of his next venture creating a network of AI Personas to evoke the best in humanity.

THE SENTIENT ENTERPRISE

Oliver Ratzesberger
Chief Operating Officer
Teradata

It's not about getting data, the challenge is how to leverage it. Ratzesberger will discuss how all enterprises can achieve the success they seek to get more value from their data; not as a prescriptive process—but via a methodology to become agile and leverage data and analytics to drive a competitive advantage.


WINE & BEER RECEPTION: 5:45PM - 7:00PM


DAY 2 - Tuesday, March 6

NETWORKING AND REGISTRATION: 8:20AM - 9:00AM


MORNING PLENARY: 9:00AM - 9:45AM


BUILDING MEAT FROM PLANTS

Ethan Brown '08
Founder & CEO
Beyond Meat

Ethan's discussion will introduce and explore the concept of building a piece of meat from plants. The session will cover Beyond Meat's efforts to use science to assemble meat directly from plants, and discuss the consumer, market, and broader societal and environmental ramifications of doing so.


NETWORKING BREAK: 9:45AM - 10:05AM


PARALLEL BREAKOUTS 1: 10:05AM - 11:00AM


MAIN AUDITORIUM:

B2B TAKES THE LEAD: HOW BUSINESS MARKETERS ARE ALTERING ADVERTISING FOREVER

Christoph Becker, CEO & CCO, gyro
Russ Findlay, EVP, Chief Marketing Officer Hiscox USA
Maria Weaver, SVP, Global Marketing, Cable Advertising, Comcast Corporation
Madhur Aggarwal, GM, SAP Digital

As business grows more complex, the more energized, innovative and creative business marketers have become. Our esteemed panel will explore the realities of B2B marketing today and what it means for the advertising world as a whole.

ROOM 555:

SOARING INTO STRENGTH: THE POWER OF RESILIENCY, NARRATIVE AND GRATITUDE

Lisa Honig Buksbaum '84, CEO and Founder, Soaringwords
Bruce Pashko, Director, Johnson & Johnson
Jess Brucker, Events Lead, WeWork

Success is no longer about climbing the corporate ladder or joining the most bad-ass start up. Professionals demand meaning and purpose along with agency. This session will detail the SOARING into Strength model, based on positive psychology constructs, and how it can be used within an organization, or personally, to support children and families to take an active role in their own healing. Soaringwords employee-engagement programs have helped more than 140,000 professionals impact the lives of more than 500,000 ill children and families.

SATOW ROOM:

ALGORITHM vs. HUMAN: WHO'S THE WINNER?

Elizabeth Webb
Assistant Professor
Columbia Business School

With the advent of machine learning, AI, and increasingly sophisticated recommendation systems, our lives our inundated with ever-sophisticated algorithmic judgments. However, many domains still rely exclusively on human decision-making. In this talk, we walk through the advantages of relying on algorithms, areas where human decision-making does better, as well as cases where they work best together.


NETWORKING BREAK: 11:00AM - 11:15AM


PARALLEL BREAKOUTS 2: 11:15AM - 12:10PM


MAIN AUDITORIUM:

THE FUTURE OF RETAIL

Adrianne Shapira '99, Managing Director, Eurazeo Brands
Serge Jureidini, President, Elizabeth Arden and Fragrances, Revlon
Mark Cohen, Director of Retail Strategies, Columbia Business School; former CEO, Sears Canada
David Polinchock, Chief Experience Officer, Experiential Advertising Group

The "death of retail" bells have been ringing for several years now, highlighted by the closing of 100s of department stores all over the US. Of course, the truth is that retail is not dying so much as changing. New niche retail entrants have joined the fray, e-commerce platforms continue to grow, and those very platforms are now innovating by entering the brick and mortar world. The session will examine the consumer, financial, and technology changes that will drive the new look of the future of retail.

ROOM 555:

CREATING SOCIAL AND FINANCIAL VALUE THROUGH STORIES

Cheryl Heller
Author, The Intergalactic Design Guide
Chair of MFA Design for Social Innovation, School of Visual Arts

Stories are how we learn, how we connect, how we remember. They are also the way we create value for brands. Learn how to make the stories you tell more resonant, and more important to audiences. Based on a disruptive approach to social design, learn the principles and process for creating social as well as traditional value for business.


NETWORKING BREAK: 12:10PM - 12:25PM


CLOSING PLENARY: 12:25PM - 1:OOPM


CONSUMER EXPERIENCES IN THE FUTURE: ROBOT OR HUMAN, HUMAN OR ROBOT?

Bernd Schmitt
Robert D. Calkins Professor of International Business
Columbia Business School
Faculty Director
Center on Global Brand Leadership

Focusing on the themes of transhumanism and social robotics, Schmitt will present consumer research on cyborgs and androids to discuss which type of human enhancement products might be acceptable to consumers, and whether management should adopt human-like consumer robots.