Smart Ad Campaigns: It’s Not About the Product
In many of today’s most effective ad campaigns, the brands and products themselves are nearly invisible. More and more brands are choosing to invest in campaigns that inspire authentic connections and catalyze meaningful conversations with their target audiences instead of leading with a traditional product-first approach. But how do you make sure your brand doesn’t get lost and develop a lifestyle campaign that delivers strong ROI? This panel will walk marketers through fresh strategies for building trust and strengthening relationships with consumers. Learn how to create compelling content that inspires genuine engagement and leads to an increase in brand affinity and awareness.
Presenters

Ben Mand
SVP Brand Mktg & Innovation
Plum Organics
Ben Mand is an experienced executive who has worked across agency, consulting, and CPG businesses with an unfailing passion for building responsible brands. No matter where he's been in his career,...
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JR Badian
VP, Digital Mktg & Social Media
MasterCard Worldwide
JR Badian is the VP of Digital Marketing and Social Media at MasterCard. JR oversees all US digital marketing and social strategy for campaigns. His work includes managing all digital campaigns an...
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Rebecca Coleman
Founding Partner
Something Massive
Recently named one of iMedia’s Top 25 Marketing Leaders and Innovators, Rebecca’s creative approach gets consumers to advocate for the brands they love. Rebecca co-founded her creative agency, Some...
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Roo Powell
Writer
Adweek
I write copy for cool brands and write articles about the latest/greatest in branding and advertising for Adweek.
I've also got a website for the food allergy community and making an app to go a...
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