Event Recap: Digital Marketing and Digital Retail Transformation Assembly

Last week, we kicked off our Digital Marketing and Digital Retail Transformation Assemblies in Dallas, TX, with our keynote speaker Fernando Machado, Global CMO of Burger King. If you weren’t able to make it to this one, here’s a recap of what you missed:

Did you know that people can grab the visual concept from an ad in .3 seconds? We kicked off the event with Agency Within breaking down how to make quality content for social marketing, AI creative concepts, CPA vs. LTV and cross channel attribution.

We had a jam-packed day in our workshop room, where Valassis discussed how consumers’ purchase journey has evolved drastically, with the journey looking much less like a linear model, and more similar to a pinball moving between touchpoints. 

Gold’s Gym CMO, Dave Reiseman, spoke on the changing landscape in the fitness industry, and how his company was able to rebrand their messaging and differentiate themselves from the crowded market with both relatable and aspirational imagery and merchandise that nods to their 70’s Pumping Iron beginnings. One of his key takeaways was, “One of the most dangerous myths in marketing today is that you have a single “best customer” […] and 100% of your customers are at risk your only relationship with them is at checkout.” 

RTB House expanded on the importance of personalized experienced in his workshop, and how that personalization can be applied to programmatic campaigns. 

We finished off the day with Fernando Machado’s incredible keynote address inspiring marketers to diversify their messaging by truly recognizing what makes their brand different. He touched on some of Burger King’s greatest triumphs, like the Whopper Detour, The Traffic Jam Whopper, and how something as simple as a piece of paper can separate your brand’s identity from the competition (the BK Crown). Machado closed his keynote with 5 takeaways: 

1. Understand Your Brand
2. Create a Great Brief
3. Let the Idea Grow
4. The Biggest Risk is Not Taking Any Risk
5. Remember that You’re All a Part of One Team

On Day 2 we had Lytics’ VP of Marketing lead discussion on bridging the gap from data to decisions, and how building relationships is the new competitive advantage in the path to personalization at scale. 

Cathey Curtis, VP of Global Marketing at Billabong, broke down the importance of authenticity in influencer marketing, and she called to ask “Who would your customer wish to talk to for hours?” 

Speaking more on brand identity, Mary Kay’s VP of Global Brand and Design, spoke on the language of branding and brought up a common question his team asks internally, “Are we speaking to her in the right tone, at the right time, on the right platform?”

This assembly was one not to forget, and we noticed that across the board, the most-discussed topics among our attendees were authentic and personalized messaging, the use of AI in social marketing, and how to better utilize and collect the mountain of data your company might be faced with. If you couldn’t make it out to this event, we strongly suggest requesting an invitation to our Transformational CMO Assembly this November, where we’ll be introducing our first-ever Marketing Innovator of the Year Award Ceremony, where you’ll be able to connect with top marketing executives from across North America. 

Transformational CMO

The digital revolution has forever changed the balance of power between individual consumers and brands. This need to think “customer first” has made the marketing function more vital than ever before.

C-Level executives around the world are anticipating that digital technology will continue to drive business. We’ve put together a series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions with our industry experts and advisory board.

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