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Telecoms, Media and Technology

FT Future of Marketing Summit 2015

New York |
Speakers include:
Seth Farbman

Seth Farbman


Stacy Martinet

Stacy Martinet


Erik Hawkins

Erik Hawkins



Collisions and Complexity

The influence of the marketer within organizations continues to grow. Due to real-time marketing, social media and data analytics, marketers are becoming more informed about the competitive landscape and the customer than other functions within the company. This invaluable knowledge means that their authority is increasing and they are frequently being looked at to drive the strategy within their organizations.

Content marketing continues to rule the roost as brands look for more engaging ways to connect with their consumers. As the need for measurable ROI increases, data analytics presses its prominence and we’re seeing the rise of the marketing technologist. In short, the future for marketers is bright, but also exceedingly encumbered and the marketer wins will be the one who can sort the substance from the noise.

The third annual FT Future of Marketing Summit brought together the most forward-thinking marketers, innovators and entrepreneurs who discussed the leading edge of the evolving marketing landscape. Through a series of thought-provoking interviews, discussion, debate and case studies this event tackled the most pressing issues facing marketing professionals in a new era.

fallback Add to my Calendar 09/16/2015 08:00:0009/16/2015 16:40:00trueFT Future of Marketing Summit 2015Collisions and ComplexityThe influence of the marketer within organizations continues to grow. Due to real-time marketing, social media and data analytics, marketers are becoming more informed about the competitive landscape and the customer than other functions within the company. This invaluable knowledge means that their authority is increasing and they are frequently being looked at to drive the strategy within their organizations.Content marketing continues to rule the roost as brands look for more engaging ways to connect with their consumers. As the need for measurable ROI increases, data analytics presses its prominence and we’re seeing the rise of the marketing technologist. In short, the future for marketers is bright, but also exceedingly encumbered and the marketer wins will be the one who can sort the substance from the noise.The third annual FT Future of Marketing Summit brought together the most forward-thinking marketers, innovators and entrepreneurs who discussed the leading edge of the evolving marketing landscape. Through a series of thought-provoking interviews, discussion, debate and case studies this event tackled the most pressing issues facing marketing professionals in a new era.FT-Future-of-Marketing-Summit-2015c88c6bfc70face6b86d409280e2823d9MM/DD/YYYY

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Speakers (23)

Seth Farbman

Seth Farbman

Chief Marketing Officer

Seth Farbman is the Chief Marketing Officer for Spotify, the world’s largest music streaming service. He has overall responsibility for the Spotify brand, the customer experience, and all marketing and external communications worldwide across more than 50 countries and with a customer base of more than 75 million. Prior to Spotify, Mr Farbman was the Global Chief Marketing Officer for Gap, where he helped the brand rediscover itself, driving a rapid turnaround that increased the company’s share price almost threefold. Before his tenure at Gap, Mr Farbman was the founder and president of OgilvyEarth, the world's leading sustainability marketing agency. Previously, he led marketing teams at several U.S. wireless carriers that are now part of Verizon Wireless and AT&T Wireless. Mr Farbman started his career as a journalist, reporting for five years at CNN, ABC and NBC television affiliates. This past year, Mr Farbman was again named one of Forbes' top ten most influential CMOs in the world and one of the Top 50 Most Creative People by Creativity magazine. 

Stacy Martinet

Stacy Martinet

Chief Marketing Officer

Stacy Martinet is the Chief Marketing Officer of Mashable leading integrated marketing including global brand, communications, audience development, social media and events. Ms Martinet sits on the company’s Operating Committee, which directs Mashable’s strategy, planning and operations. She has been a core leader of the team leading Mashable through high growth periods and two rounds of outside investment. Ms Martinet joined Mashable in December 2010. The brand has since expanded globally, more than doubling its audience and quadrupling its social media following. Before joining Mashable, she spent nearly a decade in corporate communications and digital marketing at The New York Times. She was part of the team that launched the company’s first social media strategy. While at the Times, She has been recognized on multiple occasions with the company's Chairman's Award. Ms Martinet was named to Folio’s Top Women in Media as a Corporate Visionary in 2015. In 2014, she received a WiCi rising Star award, was named a Social Media MVP by PR News and was named to ExecRank’s Top CMO List 2014. In 2012, Ms Martinet was named the youngest member of PR Week’s 40 Under 40 list. She is also an active member of New York Women in Communication, where she has served on the board.

Erik Hawkins

Erik Hawkins

US Group Lead

Erik Hawkins leads Facebook’s Technology, Telecommunications, Government, Healthcare and Retail business teams in North America, and helps companies and organizations use Facebook to inform, influence, and educate millions of people each day. Previously, Mr Hawkins was co-founder and Chief Executive of Grind Media, an outdoor and adventure sports publisher that reached tens of millions of users monthly on its media properties and via partnerships with Yahoo!, Microsoft and other major media companies. He also co-founded PureVideo, an innovative digital video platform, built local search technology as Senior Vice President of Product and Strategy at IAC’s Citysearch, and packaged music marketing programs at Yahoo! Music. Mr Hawkins began his career as a Russian interpreter in the United States Army, where he was recognized for both military intelligence and humanitarian aid contributions.  

Kathleen Hall

Kathleen Hall

Corporate Vice President of Global Advertising and Media

Kathleen Hall is a 30 year veteran of marketing, currently responsible for Microsoft’s Global Advertising across its various consumer and commercial brands. Ms Hall began her career with Young and Rubicam NY and worked on the advertising agency side of the business for the first half of her career, driving marketing strategy and execution for accounts such as Keds, American Brands, Titleist, Reebok, TJX Corporation and Bank Boston. Rising quickly through the ranks of several advertising agencies, Ms Hall earned a reputation within the industry for developing key consumer insights and marketing solutions that drive business results. Ms Hall was then named Partner/COO of Leonard/Monahan, one the most award-winning agencies of the era.  Prior to joining Microsoft Corporation, Kathleen was Senior Vice President of Advertising and Brand at Fidelity Investments, the nation’s largest retirement company. Ms Hall has received numerous industry awards and accolades for media, promotions and experiential marketing. She is also co-founder of the Music Lives Foundation, coaching various sports and mentoring young women seeking marketing careers. 

Lindsay  Nelson

Lindsay Nelson

Global Head of Brand Strategy
Vox Media

Lindsay Nelson is Global Head of Brand Strategy at Vox Media, the modern media company that is empowering the smartest digital voices with the technology to create and distribute premium content. She leads strategy and business operations across the company’s advertising and marketing initiatives and sits at the helm of Vox Creative, the company’s branded content and native advertising group. Ms Nelson and her team works side-by-side with editorial, sales, and product teams to deliver data-informed, technology-driven and creatively-inspired brand advertising solutions for the company’s eight award-winning properties -- SB Nation, The Verge, Re/code, Curbed, Eater, Racked, Polygon and
Prior to joining Vox in 2013, Ms Nelson was VP of Integrated Programs and Founder of SlateCustom. In this role she oversaw the company's native product and strategy, new business development and creative and editorial direction for digital and experiential programs for some of the world’s largest brands. In 2015 she was named to Advertising Age’s “Women to Watch” list and Business Insider’s “Most Powerful Women in Mobile Advertising" list.

Debbie Millman

Debbie Millman

President of Design and Chief Marketing Officer
Sterling Brands
Maribel  Perez Wadsworth

Maribel Perez Wadsworth

Senior Vice President and Chief Strategy Officer

Maribel Perez Wadsworth is Senior Vice President and Chief Strategy Officer at Gannett. She previously served as Senior Vice President of Strategic Initiatives at Gannett's U.S. Community Publishing newspaper division. From 2012 to 2014, she served as Vice President of Audience Development and Engagement and helped lead development and implementation of U.S. Community Publishing's All Access Subscription Model as well as the introduction of a new local edition of USA TODAY. Ms Perez Wadsworth joined U.S. Community Publishing's News Department in 2009 as a Digital News Executive after working 15 years in a variety of roles at community news organizations, from Reporter to Managing Editor. In 2014, Maribel was named corporate staffer of the year. 

Manjiry Tamhane

Manjiry Tamhane

Global CEO
Gain Theory

With over 20 years’ experience in the marketing effectiveness industry, Manjiry Tamhane is Global CEO at Gain Theory a global consultancy that partners with brands to maximise marketing value. The consultancy leverages data, analytics, technology and experience to help marketers faster, smarter business decisions.
Throughout her career - client side, Penhaligons and UK retailer Debenhams; and agency, Ohal and Gain Theory - Ms Tamhane's guiding principle has been to deliver actionable recommendations that maximize the benefit of marketing investment. To this effect, connecting data, insights and outcomes against KPIs via a high touch consultative approach is of paramount importance to her and has contributed to Gain Theory’s high client retention rate.
Ms Tamhane holds a bachelor’s degree from the London School of Economics and an MSc from the University of Warwick.  As an accomplished author and speaker, she has been an advocate in the industry for the importance of balancing magic and logic as well as the challenge and opportunities resulting from the Internet of Things. In 2016, she was a juror on the highly acclaimed Creative Data Award panel at Cannes Lions, 2016.

Deanna Zandt

Deanna Zandt

Co-founder and Partner
Lux Digital

Deanna Zandt is a media technologist, the co-founder of and partner at Lux Digital, and the author of Share This! How You Will Change the World with Social Networking (Berrett-Koehler 2010). She is a consultant to key media and advocacy organizations, and her clients have included The Ford Foundation, Deutsche Telekom, Planned Parenthood, and Jim Hightower’s Hightower Lowdown. Ms Zandt has advised the White House on digital strategy and public engagement; she has been a regular contributor to, as well as NPR’s flagship news program, “All Things Considered”. Ms Zandt specializes in emerging media, is a leading expert in women and technology, and is a frequent guest on MSNBC, CNN International, BBC Radio, Fox News and more.

Penry Price

Penry Price

Vice President, Global Sales Marketing Solutions

Penry Price is Vice President of Global Sales Marketing Solutions at LinkedIn where he leads the global ad business. Mr Price joined LinkedIn from Dstillery, where as President, he provided direction for the ad-tech firm’s partnerships and managed the revenue and marketing operations. Prior to Dstillery, he held top sales positions at Google. There, he led the North American Sales and account management teams before leading business strategy and global partnerships with advertising agencies – Google’s business that represented 30% of its global revenue.

Wade  Alger

Wade Alger

Group Creative Director
The Martin Agency

Since joining The Martin Agency in 2008, Wade Alger has worked on some of the agency’s most memorable campaigns. He helped create the award-winning sites We Choose The Moon and Clouds Over Cuba for The JFK Presidential Library and Museum. He has penned numerous GEICO campaigns. And, in 2015, he was part of the team that won the agency’s first Cannes Lions Film Grand Prix for GEICO’s Unskippable pre-roll ads. Prior to joining Martin, Mr Alger worked at GSD&M in Austin, TX, where he helped BMW launch the new M3 and the BMW 1 Series. Before GSD&M, he worked at TM Advertising where he co-created the award-winning “Life Comes At You Fast” campaign for Nationwide Insurance. Mr Alger’s work has won awards at Cannes, The One Show, D&AD, FWA and The Art Directors Club. His work also won an AICP Next Award and multiple ANDYs, Webby Awards, placements in Communication Arts, two EMMY nominations and one EMMY win for Clouds over Cuba. In 2010 and 2013, he was named by Creativity Magazine as one the Top 10 most awarded writers. Business Insider named Mr Alger one of the 25 most creative people in advertising in 2012. And in 2014, People Magazine named him the sexiest man alive (though he might have made that last one up).

Andrew Chomer

Andrew Chomer

Head of Sales and Marketing

Andrew Chomer oversees all aspects of revenue and marketing for Pager, an on-demand mobile healthcare technology. His role at Pager is focused on building the marketing engine with consumer efforts as well as leading their enterprise solutions. Pager has quickly become a presence in the health-tech space since its launch in 2014. Prior to Pager, Mr Chomer co-founded a consulting company with clients that were Fortune 500 companies, publishers and start-ups to advance their marketing, organisational development and operational efforts. He helped build and serve as Chief Revenue Officer for a social analytics company called The EchoSystem (now 4C through acquisition). Mr Chomer was also a core part of the Omnicom Media Group executive team, where he was the Chief Digital Officer for PHD.

Andrew Appel

Andrew Appel

President and Chief Executive Officer

Andrew Appel is president and chief executive officer of IRI. Mr Appel joined IRI in June 2012, having held a number of senior leadership positions for Chicago-based professional service firms. As chief operating officer at Aon, Mr Appel developed and implemented a successful revenue growth plan for the company. He also led the team responsible for the $5 billion acquisition of Hewitt, solidifying Aon's leading position in human resource consulting and outsourcing. Prior to this, Mr Appel was Chief Executive Officer of two of the firm's three global divisions: Aon Consulting, a leading benefits and human resources consulting firm, and Aon Benfield, the world's largest reinsurance broker. Under his leadership, the divisions achieved operational excellence and improved financial results. Prior to joining Aon, Mr Appel was a Senior Partner at McKinsey and Company where during a 15-year career he advised leading global financial institutions on a wide array of operational, strategic and organisational issues. Mr Appel joins IRI from Accretive Health, where he was Senior Vice President of Revenue Operations. Mr Appel holds a bachelor’s degree in economics from the University of California, Los Angeles and an MBA from the University of Chicago, where he was the Henry Ford II scholar. He is a board member of World Business Chicago, Insureon, and the Advertising Research Foundation (ARF), and has served on two task forces related to resolving the pension shortfalls of the state of Illinois and the City of Chicago.

Lou Aversano

Lou Aversano

Chief Executive Officer
Ogilvy & Mather New York

Lou Aversano joined Ogilvy & Mather in 1994 as an Account Supervisor on IBM after working at NW Ayer & Kirshenbaum & Bond. His joining O&M and IBM in 1994 was inspired by a longstanding love for technology coupled with a desire to be a part of a client and agency team that was going to make history by helping to revitalize the IBM brand. He moved to Paris in 1996 to help lead the IBM account across Europe. In summer 2000, he returned to New York to join the IBM worldwide leadership team and became President of the IBM business globally in November 2007.

In 2011, Mr Aversano was asked to lead the O&M New York operation as Chief Operating Officer, while maintaining global leadership of the IBM business and also running the American Express account. In the past 3 years, Lou focused on building strong discipline expertise that developed integrated communication solutions for clients such as IBM, Unilever, Coca-Cola, UPS, BP, and Time Warner Cable and under his leadership on American Express, O&M earned the highest performance rating in over a decade. During his time as COO, the New York office has won significant new business assignments from clients such as Comcast (Business), E*Trade, and Tiffany & Co. 

In April 2014, Mr Aversano was named Chief Executive Officer of O&M New York where he is responsible for the agency's business performance, creative strategy, operations, client relationships and talent management while continuing to grow New York, the largest geographic operating unit in the O&M worldwide network. Adding to his influence in New York, as well as the east coast, he is a recently elected Regional Director on the 4A’s Eastern Regional Board, as of 2014.

Prior to joining O&M, Mr Aversano had the opportunity to work for a variety of clients that include AT&T, Procter & Gamble, and DeBeers Diamonds.

Scott Brinker

Scott Brinker


Scott Brinker is the author of, a popular blog covering the evolving intersection of marketing, technology and management, and he's the program chair of the MarTech conference series. A practicing marketing technologist, he is also the CTO of ion interactive, a marketing software company that serves many of the world's leading brands. He has degrees in computer science from Columbia and Harvard and an MBA from MIT. You can reach him on Twitter as @chiefmartec.

Roel de Vries

Roel de Vries

Corporate Vice President, Global Head of Marketing and Brand Strategy
Nissan Motor Company

Roel de Vries started his career 19 years ago at Nissan’s European head-office in Amsterdam where he held various positions in Marketing and Sales. During this period he also worked in Nissan’s German market. In 1998 he moved to South Africa where he was responsible for Marketing and Sales activities. He has been based at Nissan Global Headquarters in Japan since 2008 where he is now responsible for all marketing, branding and communication activities globally. Before this position he was Program Director for the company’s Infiniti car range. 

Mr De Vries holds a Bachelor of Science in Industrial Engineering from the Eindhoven Institute of Technology and a Master’s in Business Administration from Groningen University, both in the Netherlands.

Jim Daily

Jim Daily

Managing Director

Jim Daily is Teads' Managing Director for North America. The first official member of Teads' US operation, Mr Daily joined Teads in June 2013 and has since built strong partnerships with FORTUNE 500 advertisers and top 500 comScore publishers. With over eight years of industry experience, Mr Daily is an expert in online video advertising.

Damien Patton

Damien Patton

CEO and Founder

Damien Patton is a four-time entrepreneur whose zest for life and passion for problem solving is the hallmark of everything he does. Before leading a world-changing technology team, Mr Patton put his talents to use in some vastly varied disciplines. He served in Desert Storm with the Navy, was the chief mechanic of a top NASCAR team, and even dusted for prints as crime scene investigator. A trailblazer in social, mobile and data, Mr Patton speaks frequently on subjects ranging from social media to location-based technology and is a recognized leader in location and privacy. Always doing things at a fast pace, he completed college in under 3 years, graduated magna cum laude and was awarded the dean’s medal.

Adrian Slobin

Adrian Slobin

Vice President/Managing Director (Minneapolis)

Adrian Slobin is Vice President, Managing Director for SapientNitro’s Minneapolis office, accountable for its clients in the greater Twin Cities market and is also a member of the agency’s North American Leadership Team.  As the lead of SapientNitro’s innovation offering globally, he fosters growth and development for the innovation lab, an investment arm, and formal relationships with university innovation centers. He focuses on the continued evolution of digital experiences across channels – including mature ones like mobile, as well as emerging ones like in-store digital, virtual and mixed reality, and wearable computing. Mr Slobin has more than 14 years of digital marketing, innovation design and e-commerce experience working with Fortune 500 clients around the globe, including Alcoa, Staples, GM, Comcast, General Mills, Wells Fargo, United Health Care, Medtronic, U.S. Bank, and Target. He is particularly focused on the continued evolution of digital across mature and emerging channels – including .com and mobile, but also in-store and in-home. Prior to joining SapientNitro, Mr Slobin was on the faculty at Northwestern University and conducted cognitive science research at the University of Pennsylvania. Adrian graduated from Swarthmore College with High Honors and has a Master’s Degree from Northwestern University.

Rajesh Subramaniam

Rajesh Subramaniam

Executive Vice President, Global Marketing and Communications
FedEx Services

Raj Subramaniam is Executive Vice President, Marketing and Communications for FedEx, a world leader in transportation, e-commerce and logistics services. Mr Subramaniam oversees all aspects of the company’s marketing and communications efforts globally including advertising, brand and reputation, product and business development, digital access, e-commerce, retail marketing and corporate strategy. His international leadership experience, keen business insights and focus on globalization have contributed to the success of FedEx, and continue to provide a roadmap for future growth initiatives. He champions what is often referred to as the “FedEx Access Effect,” the idea that FedEx stands at the intersection of the physical and informational infrastructure required for global commerce, therefore helping businesses to flourish, economies to prosper and standards of living to improve.

Mr Subramaniam is responsible for several landmark developments at FedEx, including the first-ever global brand campaign, and a significant expansion of the company’s global product portfolio. His team launched customer-focused value-added services like FedEx Delivery Manager and FedEx One Rate. Under his leadership, FedEx also retains an enviable position as one of FORTUNE Magazine’s World’s Most Admired Companies.

Born in Trivandrum, India, Mr Subramaniam received an undergraduate degree in Chemical Engineering from The Indian Institute of Technology. He earned two post-graduate degrees: a Master of Science in Chemical Engineering from Syracuse University and an MBA from the University of Texas at Austin.

Tim Vanderhook

Tim Vanderhook

President and CEO

As the President and CEO of Viant, Tim Vanderhook sets and drives the overall direction and business strategy for the company and each of its brands. In 1999, Tim Vanderhook, along with his brothers Chris and Russ identified the high growth potential of digital advertising and founded the interactive advertising platform Specific Media during those early stages of internet advertising. Mr Vanderhook’s vision led the development of behavioral targeting technology that created ground-breaking interest-based digital advertising practices. He led the company’s evolution from a small family business to an industry-leading multinational corporation.

Billie Whitehouse

Billie Whitehouse

Designer & Director
Wearable Experiments

Billie Whitehouse is the Designer and Director of Wearable Experiments. Wearable Experiments specializes in the combination of hardware, software and apparel for wearable technology products. Forbes recently compared Ms Whitehouse and her co-founder Ben Moir to Steve Jobs and Jerry Seinfeld. Known for her development of Fundawear, Navigate and the Alert Shirt for Fox Sports, Ms Whitehouse is invigorating the fashion industry and transforming it into a business focused on improving the quality of our lives. She is an aesthetic specialist with a naturally inquisitive nature towards technology and innovation. As a garment engineer she strongly believes people should not have to look like the technology that they have grown to love and depend on. Her designs are sharp, experimental, naturally confident and subtly feminine in appearance integrating the latest technology. Business Insider recently named Ms Whitehouse as one of the 30 most important women under 30 in tech. Her highlight in 2014 was winning the Best Fan Engagement Award for the work on the Alert Shirt with FOX SPORTS as well as bringing Wearable Experiments to the USA.

Bill Evans

Bill Evans

Chief Marketing Officer
IBM Watson Health

Bill Evans is the Chief Marketing Officer at IBM Watson Health. Before this, he was Executive Vice President and Chief Digital Officer at Team Chemistry @ WPP where he led the consolidated digital marketing business for Johnson & Johnson and was responsible for driving strategic innovations, ensuring creative excellence and leading the R&D of emerging technologies in order to protect and grow market share. Previously, Mr Evans led the digital practice for Fleishman Hillard New York, working with brands to develop and manage digital and social business initiatives to increase both revenue and reputational indices. In addition to his daily responsibilities, Mr Evans served as one of the chairpersons for the agency’s global healthcare practice, working with colleagues and clients around the world. He was one of the primary strategists behind the agency’s approach to social media, helping clients navigate the evolving world of communication, conversation, and community. Mr Evans is the Managing Editor of Dose of Digital, a leading healthcare marketing blog. He is recognized as a healthcare pioneer, leading a number of industry-defining programs and winning several prestigious awards, including the DTC Perspectives Campaign of the year, the Yahoo! Big Idea Chair, and the Pharma Voice Best Patient Compliance Program.


Chair/Moderators (2)

Matthew Garrahan

Matthew Garrahan

Global Media Editor
Financial Times

Matthew Garrahan is the Financial Times’s Global Media Editor, overseeing coverage of the media, marketing and entertainment industries. He is based in New York. He has a track record breaking news – his recent scoop on Apple’s $3bn purchase of Dr Dre’s Beats was widely followed around the world – and also specialises in long-form pieces, features and interviews. Mr Garrahan was previously the FT’s Los Angeles correspondent, covering Hollywood, digital media and the California economy. He has written extensively on the convergence of media and the web and has also covered the growth of companies such as Netflix and YouTube. He joined the FT in 1998, first working for, then as a sports business correspondent for the newspaper, reporting from the World Cup and Olympics, before taking on the leisure industries beat, reporting on gaming, hotels, restaurants and travel.

He won the Los Angeles Press Club prize for best news story in 2008 for a scoop on Metro-Goldwyn-Mayer and reached the finals of the 2010 Mirror Awards for excellence in media reporting for a piece on MySpace. In 2011, he won a Los Angeles Press Club prize for another feature on MGM, “Who killed James Bond?” and picked up another in 2013 for an investigation into the fall-out from Disney’s $4bn purchase of Marvel. Mr Garrahan is a graduate of University of Warwick, where he studied English and American literature.  Find him on Twitter at @MattGarrahan.

Shannon Bond

Shannon Bond

San Francisco Correspondent
Financial Times

Shannon Bond is the San Francisco correspondent for the Financial Times. She covers technology, including Amazon, Uber, Lyft, Airbnb, ecommerce and self-driving cars.

Bond joined the FT in 2008, and was formerly US Media and Marketing Correspondent in New York covering content and distribution companies, digital media and the broader advertising and marketing industries. Before that, she served as a general assignment reporter and interactive production editor for

Prior to working at FT, Bond was a war and national security reporter for Medill News Service, covering Congress, the Pentagon and various federal agencies. She has also served as a science and business reporter for Medill, writing on research frontiers, neuroscience and the technology beat. Previously, she acted as a consultant for Attap Technologies, wrote for The Doe Fund and was an editor at the Hudson Review. 

Bond is a graduate of Medill School of Journalism, Northwestern University, earning an MSJ, and of Columbia University, earning a degree in psychology and religion. 

Find her on Twitter at @shannonpareil.

Photos from 2015 Summit


To view 2015 Summit photos, please click here.


Why Attend?

  • Engage with highly curated content which tackles the biggest issues facing marketers
  • Participate in lively discussions and debates
  • Learn from some of the best marketing minds in the world
  • Network with top marketing thought-leaders
  • Be inspired by the most cutting-edge marketing case studies

Agenda - 16th Sep

  • 8:00am
    Registration and breakfast
  • 8:50am
    Welcoming remarks

    Matthew Garrahan, Global Media Editor, Financial Times

  • 9:00am
    Setting the scene: The power of people-based marketing

    Digital marketing platforms will be at the epicenter of the 2016 presidential race. Targeted, relevant messages and effective visual communication tools could be game-changers for candidates looking for a strategic advantage. But what could businesses potentially learn from observing the 2016 campaigns, and what can campaigns learn from businesses who are already succeeding on social media platforms. This presentation will show how the top contenders are ramping up their activities, particularly on mobile, and explain the vital role brands will play leading up to the vote.  

    Erik Hawkins, US Group Lead, Facebook 

  • 9:20am
    Fireside chat: Building brands that disrupt industries

    The challenge of disrupting an industry is multi-faceted, requiring vision and thought leadership on many levels. This fireside chat will look at brands that disrupt industries and how they do it.

    Seth Farbman, Chief Marketing Officer, Spotify

    Matthew Garrahan, Global Media Editor, Financial Times

  • 9:50am
    Preparing for a connected future with next-generation technologies

    Wearable devices, the Internet of Things and virtual reality are all proving themselves to be valuable tools for reaching out to consumers in an ever-more connected world. Developing clear strategies for a connected future is vital for marketing professionals, but what will they look like and how can marketers fit into the emerging technology eco-system?

    Presentation: Fun and fashionable experiments
    Billie Whitehouse, Designer and Director, Wearable Experiments

    Presentation: Virtual reality and the future of retail
    Adrian Slobin, Managing Director and Digital Strategist, SapientNitro

    Interview: Internet of Things - a marketer’s friend or foe?
    Manjiry Tamhane, Global COO and CEO EMEA, Gain Theory

    Moderator: Shannon Bond, US Media and Marketing Correspondent, Financial Times

  • 11:00am
    Morning refreshments
  • 11:20am
    Panel: The chicken or the egg? The problem with programmatic

    Programmatic marketing is arguably the future of the media buy. As digital media and advertising technology converge, marketers now have access to real-time data that indicates the movements of customers and potential customers. However for all of its potential, it has not yet delivered on its promise of greater transparency and efficiency. Despite the massive amounts of credible content, the data available and the buzz that has been generated, it still isn’t being widely used, so what’s the hold up? How do you encourage transparency in a situation rife with secrecy?

    Penry Price, Vice President, Global Sales Marketing Solutions, LinkedIn

    Jim Daily, Managing Director, Teads

    Bill Evans, Chief Marketing Officer, IBM Watson Health

    Moderator: Matthew Garrahan, Global Media Editor, Financial Times

  • 11:50am
    Case study: Brand transformation at Microsoft

    In this session, Microsoft Corporate Vice President Kathleen Hall will discuss the advertising and brand transformation at one of the largest technology companies in the world. Microsoft's Super Bowl debut in 2014 was only the beginning of the company connecting to audiences in emotional and culturally relevant ways.

    Kathleen Hall, Corporate Vice President of Global Advertising and Media, Microsoft

  • 12:10pm
    Panel: Shifting brand strategy in the age of the empowered consumer

    The digital age and phenomena such as the shared economy, mean that consumers are more empowered than ever, with abundant choice and access to better prices. To reach this powerful tech-savvy group, brands must be transparent, consistent across channels and must truly engage. How is brand strategy evolving to meet the modern consumer's expectations? How is technological advancement giving rise to new brand strategies? How has consumer-protection evolved within this self-regulating environment? What can be done to sustain and update brands more effectively such a fast-moving digital environment? Outside of digital, how can businesses connect with consumers more effectively? How can the brand strategy for a products shift depending on who and where it is being marketed?   

    Roel De Vries, Corporate Vice President: Global Head of Marketing and Brand Strategy, Nissan Motor Company

    Rajesh Subramaniam, Executive Vice President, Global Marketing and Communications, FedEx Services

    Stacy Martinet, Chief Marketing Officer, Mashable

    Debbie Millman, President of Design and Chief Marketing Officer, Sterling Brands

    Moderator: Shannon Bond, US Media and Marketing Correspondent, Financial Times

  • 12:50pm
    Sponsored lunch

    Presentation: Driving growth through big data - The future of advertising

    As consumers increasingly dictate how companies connect with them, modern marketers are fundamentally rethinking the way they plan and activate their marketing campaigns. Big Data is being used like never before to make smarter decisions and to drive growth. Additionally, forward-leaning prescriptive analytics and new cloud-based technologies are being leveraged to reinvent customer connectivity and improve return on marketing investment.

    Andrew Appel, President and Chief Executive Officer, IRI

    Sponsored by: 

    IRI Logo

  • 2:00pm
    Storytelling segment: A tale of collisions

    In this segment, traditional model meets digital across different sectors. Through a series of concise sessions we will hear a range of insights addressing key strategic concerns for marketing professionals when seeking to adapt and deliver successful outcomes.

    Interview: Damien Patton, Founder and Chief Executive Officer, Banjo

    Presentation: Wade Alger, Group Creative Director, The Martin Agency

    Presentation: Deanna Zandt, Co-founder and Partner, Lux Digital

    Moderator: Shannon Bond, US Media and Marketing Correspondent, Financial Times

  • 3:00pm
    Presentation: Making an impact

    Recently, thinkers from several leading publications have wondered whether or not today’s changed media environment signals a decline for brands. In his presentation, Lou Aversano of Ogilvy & Mather New York will discuss how today’s rapidly changing cultural landscape presents new opportunities along with challenges, and tells us what we can expect from the next great age of branding.

    Lou Aversano, Chief Executive Officer, Ogilvy & Mather New York

  • 3:20pm
    Panel: The rise of the marketing technologist

    Marketing has become a discipline very much powered by technology. As the CMO and CIO become more integrated on everything from budgets to strategy, the role of the marketing technologist has arisen, offered as the solution to bridge the gap. But finding the person who has all the necessary skills is not a simple task. So how should marketers think about their role? How should they work with the IT team to integrate strategies? And how can those without a tech background be better educated to fill the demands of the role?

    Scott Brinker, Author, Chief Marketing Technologist blog,

    Tim Vanderhook, President and CEO, Viant

    Maribel Perez Wadsworth, Senior Vice President and Chief Strategy Officer, Gannett

    Andrew Chomer, Head of Sales and Marketing, Pager

    Moderator: Shannon Bond, US Media and Marketing Correspondent, Financial Times

  • 4:00pm
    Fireside chat: Native advertising - How are brands and publishers differentiating in a crowded space?

    In native advertising, success is both hard to achieve and hard to measure, but one thing's certain: differentiation is key. So how do you differentiate as a publisher creative studio now that the space is so crowded? From the perspective of a media company, how has native advertising changed the way we think about advertising revenue?  What's broken in the current native advertising landscape? Is developing quality content for brands enough, or does it need to be coupled with technology and data?

    Lindsay Nelson, Global Head of Brand Strategy, Vox Media

    Matthew Garrahan, Global Media Editor, Financial Times

  • 4:30pm
    Closing remarks and close of summit

    Matthew Garrahan, Global Media Editor, Financial Times

Who Attends?

Chief Marketing Officers, Chief Executive Officers, Chief Information Officers, Chief Innovation Officers, Chief Creative Officers, Chief Communications Officers, Presidents, Founders/Co-Founders, SVPs/VPs/Directors and Heads of Marketing, Managing Directors and Principals. Attendees will gather from the following industry sectors including, but not limited to:

  • Energy
  • Healthcare
  • Pharmaceutical
  • Finance
  • Manufacturing
  • Technology
  • Media
  • Advertising and brand agencies
  • Consulting firms, including innovation and design-thinking organizations
  • Academia


American Express 
APCO Worldwide
Atlantic Records
Beacon Wealth Management
Big Blue Robot
BNY Mellon
Cotton Incorporated
Digital Luxury Group 
Discovery Network
Dollar Shave Club
Edge Electronics
Energy Intelligence
Exact Target
Future Foundation
Gilt Groupe
Giorgio Armani
Global Marketing Network
Goldman Sachs
Guggenheim Partners
Hearst Magazines International
Hilton Worldwide
International Journal of Innovation Science

Market Culture
Media Storm
MLB Advanced Media
Morgan Stanley
NYC Media Lab
One Public
Pitney Bowes Software
PPR America
PR Week
Proforma Brand Excellence
Ruder Finn
Silverback Social
Sony Pictures Entertainment
The Audience
The Economist
The Weather Company
Virgin Atlantic


Lead Sponsors (2)

Teads, founded in 2011, is the inventor of outstream video advertising and a global monetization platform for publishers. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.

Teads’ outstream video advertising solutions encompasses a series of formats inserted deep into media content, including articles, slideshows and newsfeeds. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.

Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through our managed services capabilities, the Teads team execute on their clients behalf using its platform.

Teads has a team of over 400 employees, 100 of which are in the innovation team, across 26 global offices.

Viant is a technology company focused on driving growth for marketers. Through its proprietary Viant Advertising Cloud™, Viant offers clients a comprehensive suite of advertising applications available on-demand, in the cloud. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies including Vindico, Specific Media, Myspace and Xumo. 

Associate Sponsor (1)

Gain Theory is a global marketing foresight consultancy that fuses data, analytics, technology solutions and consumer-insight capabilities. Combined with WPP’s intellectual capital in media and marketing we have a proven track record in giving Fortune 500 clients the power and confidence to make faster, smarter predictive business decisions.

Our people are passionate about making a difference by guiding clients through the maze of data, towards the nuggets of insight that can transform their business. Our work covers 30 regions in NA, LATAM, EMEA and APAC with offices in New York, London and Bangalore.

Luncheon Sponsor (1)

IRI is a leader in delivering powerful market, consumer and media exposure information, predictive analytics and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter health care industries by pinpointing what matters and illuminating how it can impact their businesses. Move your business forward at

Supporting Organizations (13)

Digital marketing doesn't come with a playbook. Instead, for most marketers, it takes ingenuity, investment, a little trial and error—and a lot of advice from fellow marketers—to find their way. by Adobe is a media site updated daily with the mission to deliver insight, expertise, and inspiration for and by marketing leaders. In 2014, the site featured more than 1,000 pieces of original content by and for thought leaders from many at many of the world's biggest brands. Though is owned and operated by Adobe—a leader in the digital marketing space—its aim is to provide product-neutral advice and opinion, not a sales pitch. Nevertheless, has contributed to a growth in Adobe's brand awareness in the increasingly competitive digital marketing space.

Digital Content Next (DCN) is the only trade organization dedicated to serving the unique and diverse needs of high-quality digital content companies that manage trusted, direct relationships with consumers and marketers. The organization was founded in June 2001 as the Online Publishers Association (OPA). Comprised of some of the most trusted and well-respected media brands, DCN produces proprietary research for its members and the public, creates public and private forums to explore and advance key issues that impact digital content brands, offers an influential voice that speaks for digital content companies in the press, with advertisers and policy makers, and works to educate the public at large on the importance of quality content brands. Digital Content Next’s membership has an unduplicated audience of 223,098 million unique visitors or 100% reach of the U.S. online population.*

*Source: comScore Media Metrix Multiplatform Custom Audience Duplication, June 2016, U.S. DCN Member Entities

Econsultancy’s mission is to help our customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Econsultancy is used by more than 600,000 professionals every month, and has offices in New York, London and Singapore.

Our subscribers have access to research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital.

The subscription offering is supported by digital transformation services which include capability programs, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as hosting events and networking that bring the Econsultancy community together around the world. 

EContent is a leading authority on the businesses of digital publishing, media, and marketing, targeting executives and decision-makers in these fast-changing markets. By covering the latest tools, strategies, and thought-leaders in the digital content ecosystem, EContentmagazine and keep professionals ahead of the curve in order to maximize their investment in digital content strategies while building sustainable, profitable business models.

The Global Marketing Alliance: Your regular source of dedicated news, industry views and expert analysis from the world’s best international marketers.
We publish GMA Talkback magazine and a regular NewsWire service, specially designed to equip our members with the very latest developments in a constantly evolving marketplace.
Alongside our must-read content, the GMA organises meet-and-greet lounge areas at major events around the world. From annual industry summits to regular networking parties, the GMA has you covered.
Trusted and independent, Over 24,000 members in 75 countries and growing. The GMA connects buyers with suppliers and contacts with contracts.
Whatever you specialise in, whichever industry sector you work in and wherever you are in the world, the Global Marketing Alliance is your community and your forum.
Stay in touch. Stay informed. Come and join the GMA.

Founded in 1985, the Legal Marketing Association (LMA) is the universal voice of the legal marketing and business development profession, a community that brings together CMOs through entry-level specialists from firms of all sizes, consultants and vendors, lawyers, marketers from other professions and marketing students to share their collective knowledge. LMA has 19 chapters and 26 city groups across the U.S. and Canada, and its more than 3,500 members hail from 48 U.S. states and 15 countries. More than 80 percent of the largest 250 U.S. law firms employ an LMA member. Members at every stage in their career development benefit from participating in LMA’s array of programs and services. For more information, visit

The Marketing Executives Networking Group (MENG) is a national community of more than 1,000 high level marketers. MENG members are dedicated to staying abreast of the ever changing marketing landscape and to supporting each other's personal and professional growth. A partnership with MENG brings access to thought leaders in all aspects of marketing. Visit to learn more about this dynamic group of marketing professionals.

Corporate marketers face an empowered and informed business buyer. In today’s technology-saturated environment, customers are further along the purchase process than they’ve ever been—without ever having been in contact with a vendor. As a result, marketers must embrace new technologies and tactics to reach potential leads.

Enter the age of modern marketing. Through innovative technology, valuable content and cutting-edge marketing strategies, modern marketing has transformed how companies identify leads, cultivate prospect relationships and close deals.

Modern Marketing Today is positioned at the intersection of marketing and technology and serves as a resource and open forum for B2B marketers to discuss the people, personalities and best practices that define the world of modern marketing.

SMEI is the worldwide non-profit professional association for sales and marketing. Founded in NYC in 1935, SMEI has expanded globally and offers professional certification in sales and marketing. Programs and support are geared toward career readiness and advancement for individuals and net margin increase for organizations. More information at

The world’s largest online social media magazine, Social Media Examiner helps businesses discover how to best use social media, blogs and podcasts to connect with customers, drive traffic, generate more brand awareness and increase sales. Our mission is to help you navigate the constantly changing social media jungle. More than 390,000 email subscribers and 1M+ monthly readers look forward to our daily original content. The site contains comprehensive articles on how to use the best social media tools, along with original case studies, reviews of the latest industry research and advice direct from the world’s leading experts. Social Media Examiner also hosts the popular Social Media Marketing Podcast, a top 10 marketing podcast on iTunes, The Social Media Examiner Show, a daily 10-minute show designed to keep you up-to-date, the industry's leading physical conference, Social Media Marketing World, the largest online conference, Social Media Success Summit and the Social Media Marketing Society, monthly training to keep marketers on the leading edge.

SoDA serves as a network and voice for entrepreneurs and innovators around the globe who are creating the future of marketing and digital experiences. SoDA provides infrastructure, processes and products to enable knowledge sharing between members around best practices, making our members’ businesses more successful and sharing portions of that output with the broader industry.

The Business Year (TBY) is a leading research firm and publisher of annual economic resources on national economies. Present in over 25 countries, TBY provides first-hand access to the people and ideas shaping business and policy throughout the world. Each country-specific edition contains a comprehensive range of interviews and analysis, offering an inside look at doing business in the world’s most dynamic economies. TBY’s interviewees, readers, and partners comprise an international network of thought-leaders who are helping to define the future of the global economy.

The Content Council is the premier non-profit organization representing content marketers globally. As the definitive resource for content marketing insights and thought leadership, we are focused on promoting the growth and vitality of this dynamic marketing discipline. We are also an excellent resource for connecting brand marketers with the best content agency to meet their specific needs.  Through creativity and strategy, our members build content programs that deliver results.


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FT Future of Marketing 2014

Details of FT Future of Marketing 2014 can be found HERE.