Thursday, May 23rd, 2019

1:00 PM - 1:45 PM, Herscher Hall, Guerin A, Webcast Live

Do’s & Don’ts of Influencer Marketing

Panelists from brands and agencies who work with influencers will discuss best practices for:

• Structuring campaigns properly to work with influencers including selecting and sourcing them

• Elaborating the differences in influencer marketing campaigns from general digital marketing

• Identifying pitfalls to avoid when working with influencers and challenges faced

• Guiding influencers to help marketers to achieve campaign goals

Cat Mendez, Social Media & Influencer Marketing Strategist

Philip Hickey, EVP, Brand & Marketing, Seriously Digital

Simon Kelly, CEO, Story Worldwide

Tanya Bershadsky, CEO, CastingInfluence

Tiffanie Petett, Director, Strategic Partnerships, Influential

Moderator - Anais Ganouna, Brand & Marketing Strategist (@anaisganouna)

Cat Mendez, Social Media & Influencer Marketing Strategist: Catherine began her marketing career as one of the original team members at MySpace.com, conceptualizing and implementing unique, never-before-seen ad campaigns within the fast growing social network. After MySpace, she shifted gears and began working with top-tier brands like Cadbury Adams, The Chevron Corporation, Airborne and The Cheesecake Factory to integrate multi-channel

campaigns – Film, Web, Television, Music, Video Games and Events - with entertainment properties. Since then she has implemented social media and brought her well-rounded knowledge of entertainment and integrated marketing to CPG clients such as Torani, a Health & Wellness startup - Rebel Labs, and many others.  Her extensive experience conceptualizing, developing and implementing digital strategies to drive brand awareness, engage consumers and build customer loyalty has resulted in 568% organic growth across key social channels and influencer marketing campaigns which saw 62x ROI.

Philip Hickey, EVP, Brand & Marketing, Seriously: Philip Hickey is EVP Brand and Marketing at Seriously, a company creating mobile games designed to be developed into entertainment properties. Seriously's first property Best Fiends was released in October 2014 and has been downloaded over 86 million times with up to 1.8 million daily active players. Formerly Vice President, Marketing at Rovio, Philip lead the marketing strategy and execution across all business units for Angry Birds as well as all other Rovio and Rovio Stars properties. At Rovio, Philip ushered in the age of "the mobile blockbuster", leading integrated campaigns for worldwide hits such as Angry Birds Space and Angry Birds Star Wars, demonstrating how apps can transform the entertainment landscape by integrating digital and physical gameplay experiences in new and innovative ways. Prior to Rovio, Philip was Senior Marketing Manager, Global Partnerships at Nokia where he was responsible for developing and leading global integrated campaign work on high-end Nokia Nseries smartphones such as the Nokia N8. Philip is a former professional basketball player, playing in the US and Europe throughout his career.

Simon Kelly, CEO, Story Worldwide: Simon Kelly began his career with IDG, then went on to co-found TPD, one of the leading independent custom publishers in the UK at the time. In 1995, Kelly moved to Seattle to launch the company’s US operation with the launch of Microsoft Magazine – incidentally its companion web-site also marked the launch of one of the world’s first web-zines. In 1997 he spearheaded the launch of the Custom Publishing Council and in 1999 he was named in the Folio: 40 for his work integrating print and web content. Kelly was the first recipient of the John Caldwell Lifetime Achievement Award for his contributions to the content marketing industry. Since then, they have transformed a custom content company into a powerful content advertising and branding agency. Story Worldwide’s signature approaches, story-finding and making, help turn their clients’ brands into engaging media channels. Today, Story is leading the post-advertising revolution. Story’s clients include Darigold, FX Network, Lexus, Unilever, Pernod Ricard and SEI.

Tanya Bershadsky, Founder, Casting Influence: Tanya is an Emmy-nominated TV producer and digital video pioneer who has worked with influential talent since before the term "YouTuber” existed. She’s not only developed multiple YouTube celebrities, but guided traditional media figures like Larry King into becoming multi-platform digital icons. She was Creative Director for the world’s first influencer marketing company, TadCast, and launched her company, Casting Influence, in 2015, which was recently featured in the documentary New Kings. Casting Influence, is an influencer marketing, casting, talent strategy and creative agency that has been profiled in Forbes Magazine as the “first of its kind. Clients have ranged from StateFarm and Purina to Disney, Legendary Pictures, and DreamWorks. She hopes you can't tell she drank a bottle of wine to get through the headshot photoshoot.

Tiffanie Petett, Director, Strategic Partnerships, Influential: Tiffanie is the Director of Strategic Partnerships at Influential, a social-data and conversion company that in partnership with IBM Watson, uses AI-technology to connect brands with influencer audiences. There she works with companies that use influencers and celebrity talent in their digital marketing strategies - like WME who came on as an early partner -  to provide them with social intelligence and analytics via Influential's SaaS Platform and Market Intelligence. Upon getting her Master's degree from USC, Tiffanie landed a position as a Senior Talent Manager for beauty and fashion creators at Maker Studios, one of the largest MCNs (Multi-Channel Network) at the time. She represented the digital portfolios for top talent like Camila Coelho, Shameless Maya, Farah Dhukai and Mr. Kate, to name a few. Branded entertainment partnerships included sponsors like Target, Verizon, Google, Clarins, L'Oreal, Pepsi and Disney.  Through the company's acquisition into The Walt Disney Company, she managed talent initiatives to expand the digital marketing push for major film and television releases like Star Wars, A Wrinkle in Time, Grown-ish and Black Panther. Leveraging her expertise in the talent space, Tiffanie continues to align with strategic partners that seek to edify their influencer marketing efforts at Influential. Known for its transparent data and robust capabilities that actually move the needle on sales for marketers, Influential has seen success in mapping back to key KPIs with companies like Kia Motors, Hyundai, 5-Hour Energy and Wells Fargo.

Anaïs Ganouna, Brand & Marketing Strategist (@AnaisGanouna): Anaïs Ganouna is veteran creator with more than 14 years of experience. Anaïs focuses her expertise on highlighting the true identity behind a brand's values via branded content, digital marketing strategy, and influencer outreach. Focusing on brands and influencers who share common values with her own company, Anais is bringing into focus their commitment to social responsibility and giving back to their communities. Anaïs's work has been featured in numerous high-profile publications and websites including: Forbes, Elle Decor, CNN Travel, Travel & Leisure, Harper's Bazaar, Ocean Drive, Jetsetter, Hotbook, and USA Today.