2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

Smart Ad Campaigns: It’s Not About the Product

Monday, March 14
9:30AM - 10:30AM

Hilton Austin Downtown
Salon J
500 E 4th St

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.

Hashtags: #sxsw #smartads


Ben Mand at SXSW

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 at SXSW

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 at SXSW

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 Ciambriello at SXSW

Roo Ciambriello



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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