Creative Lab Session

For the first time ever, the Kellogg Marketing Conference is presenting a Creative Lab session. Led by Ben Malbon (Marketing Director, Creative Partnerships) and the recently founded Google Brand Studio. The Creative Lab is a unique opportunity for students to work directly with marketing professionals to solve a high-level marketing challenge and present their solution to the Google Brand Studio and the broader conference audience.

The Creative Lab is open to only 6 student teams of 4 members. During the session, teams will have an hour to solve a challenge crowdsourced from the conference audience, and then select teams will present to the broader audience. Conference attendees and Google will then vote on their favorite solution. The team that develops and communicates the most successful solution will win an awesome prize.

Spots are very limited and teams will be chosen through a lottery system! If you are interested in participating in the Creative Lab, follow the steps below.

Key Instructions for Registration

If you are registering as a group:
    1. Form them!
    2. Go to the EventBrite page when registration opens and have everyone on your team buy a ticket
    3. When you get to the registration form, choose yes for “Putting your name in the lottery”
    4. Then write the names of all the other team members (first and last names)
    5. Wait! We will draw names. If any member of your team gets drawn, your entire team will be a part of this session!

If you are registering as an individual:
    1. Go to the EventBrite page when registration opens and buy a ticket
    2. When you get to the registration form, choose yes for “Putting your name in the lottery” and write Individual in the line
    3. It’s as easy as that!


Swimming in New Oceans: Blue Ocean Strategies - Creating New Categories

This panel will explore the successful creation of ‘blue oceans’ of uncontested market space to make the competition irrelevant. It will involve representatives from existing brands, new brands and even new companies that have created blue oceans. This panel will educate students on the successes and importance of creating “blue oceans” through a discussion of how companies were able to create the ‘blue ocean.’

Katherine Hunckler
Marketing Manager, BucketFeet

Katherine Hunckler is a Marketing Manager at BucketFeet. Katherine has a variety of experience in the marketing field. Prior to joining BucketFeet, she worked at Zocalo Group, a marketing agency, where she developed impactful blogger/influencer relations programs and social/WOM campaigns for such clients as Yahoo!, Frito-Lay, and Rotary International. Katherine also worked as a New Media Analyst at Chicago for Rahm Emanuel. Katherine graduated from Claremont McKenna College with a Bachelor’s Degree.

Letha Ross-Steffey
VP of Studio Partnerships, AMC Theatres

Letha Ross-Steffey is currently the VP of Studio Partnerships at AMC Theatres. During her tenure at AMC, Letha has served as the Vice President of Theatre Marketing and Consumer Insights and as the Vice President of Marketing Planning. Letha has a variety of experience in the marketing field. Prior to joining AMC, she was the Director of Client Services at Zillner, a senior-focused marketing agency, and the Senior Marketing Product Manager at Hallmark. Letha graduated from William Jewell College with a BS in Management & Finance, and earned her MBA at Webster University.

The Relevance Lifecycle: Finding and Maintaining Relevance in a Changing World

This panel will explore the re-invention and coming back to relevance of brands that have faced challenges such as declining businesses, shifting consumer trends, F500 politics and brand reputation issues. We are aware that these are delicate situations for companies, however, it’s important for marketers to learn how successful professionals navigate both the good and the bad, including struggling categories and businesses. This panel will focus on what companies have done or currently are doing to turn things around.

Panelist to be confirmed from SC Johnson.

Tom Lopez
Vice President of Marketing, US Growth Channels, Kraft Foods

Tom Lopez is the Vice President of Marketing for US Growth Channels at Kraft Foods. In this role, Tom is responsible for building the vision, strategies, processes and capabilities necessary for Kraft to win in the growing, non-traditional retail channels like Club, Value, Drug, Convenience and Specialty Stores.

Over the course of his career with the company, he has held positions of increasing leadership responsibility in marketing, where he managed such brands as Lunchables, Boca Foods, Claussen Pickles, and multiple Oscar Mayer categories including cold cuts, bacon and hot dogs.

Calculated Risk: Leveraging Data & Analytics to Push the Frontier

This panel will focus on how analytics are changing marketing from using data to perform retargeting to creating additional services (services to offer outside your primary service to lure in customers and then offer them your primary service later when more optimal) for customers. Panel discussion will include: How are companies dealing with the incredible amount of data flowing in? How do they prioritize? How do they find actionable insights in a sea of numbers?

Adam Ganjani
Analytical Lead, Google

Adam Ganjani is an Analytical Lead at Google, where he focuses on driving insights and advertising approaches for Fortune 500 CPG brands through data. In addition to his experience in advertising, Adam has worked in a variety of fields, including corporate strategy and employee compensation. Adam holds a bachelor’s degree in political science and business institutions from Northwestern University (Go ‘Cats!). He enjoys skiing, international travel, and rooting for the Chicago Cubs.

Tina Randhawa '09
Senior Manager, Strategic Business Analysis, Sephora

As Senior Manager of Strategic Business Analysis at Sephora, Tina Randhawa is responsible for conducting competitive analyses and developing business cases for the growth of the company’s $600M dotcom business. Prior to Sephora, Tina spent time at American Airlines as a financial analyst and was also an information analyst at McKinsey. She is a 2009 graduate of the Kellogg School of Management.

Measuring ROI in New Frontiers: Measuring ROI when No Benchmarks Exist

This panel will try to understand the balance of thinking outside the box and measuring success. While new concepts and executions both in traditional and digital media can be exciting how do you understand both the short-term and long-term impact on your business? Do Facebook fans become customers? Do catchy out of home drive recall?

Kacey Dreby
Group Brand Director, Johnson & Johnson

Kacey Dreby is a business leader obsessed with creating engaging consumer experiences that inspire brand love and loyalty. She has had the honor of spending the last 14 years building storied brands in Johnson & Johnson's consumer products division, including Tylenol, Motrin, Splenda, Neutrogena, Johnson's Baby and Clean & Clear. Her favorite projects are ones that give a brand the opportunity to live within a broader story, like the Royal Baby Birth of 2013, where her work for Johnson's Baby was named one of the Top 3 Branded Responses by AdAge. Kacey happily calls Pennsylvania home with her husband and two young daughters.

Patrick Moriarty
Director, Customer Analytics & Insights, Deloitte

Patrick Moriarty has over 16 years of experience using marketing science methods to guide marketing strategy, shopper engagement, revenue management and new product development.

Prior to joining Deloitte Consulting, Patrick held analytics leadership roles at IRI Worldwide, OTX and Coca-Cola North America.

Patrick holds a PhD in International Relations from Rice University with a concentration in research methods and policy evaluation.

Brian Tockman
Senior Platform Manager, General Mills

Brian Tockman leads the New Business Development division at General Mills, focusing on Direct-to-Consumer applications and emergent growth (seed and scale) initiatives. Prior to General Mills, he led the Merchandising & Operations team at Abe's Market, strategic sourcing and business development at Segetis, and merchandising at Target.

Brian holds a BA in Economics from Brandeis University and an MBA from Harvard Business School. A city dweller with country roots, Brian grew up in Maine, lived in New York City and Boston, and now resides in Minneapolis with his wife and two children. An avid wine collector, Brian enjoys cooking and big boisterous dinner parties. In between meals, Brian likes to hike mountains and walk city streets.

Safety in Numbers: How Crowdsourcing is Enabling Growth

Real-time marketing was the envy of every advertiser with well-publicized and ground-breaking campaigns, but marketers also face the harsh reality of needing to meet and respond to customers faster than ever. Expectations of customization have escalated right along with concerns for privacy. This panel will showcase lessons learned from very successful and more challenging executions by a variety of businesses.

Jane Gasparian Lee '09
Senior Marketing Manager, Global Nutrition Group, PepsiCo

Jane Gasparian Lee has been with PepsiCo since August 2009. She started out at Frito Lay in Shopper Marketing on the Sam’s Club business, and then transitioned to the Doritos brand where she led the Crash the Super Bowl program. Most recently, Jane worked in a base marketing role on Quaker Snack Bars and spent the last year in innovation with the Global Nutrition Group.

Parrish Snyder '05
EVP of Global Accounts, Tongal

Parrish Snyder is the EVP of Global Accounts for Tongal, the world's first studio on demand and a leader in the sharing economy. At Tongal, he continues to pursue his passion for building businesses that provide breakthrough solutions for other businesses.

Prior to Tongal, Parrish held executive leadership, marketing, and sales positions at MRI Software, XOJET, and Traiana. He began his career in investment banking with Citigroup. Parrish holds an MBA from Kellogg and a BS in Business from Miami OH.

Market Responsibility: CSR Risk-takers - Using the Power of Your Voice Responsibly

CSR has ranked high on importance for millennials, and many companies are working to meet this need. This panel will focus on how companies incorporate CSR into both organizations focused strategically on CSR and those working to incorporate it into their culture.

Adam Crandall
Associate Creative Director, Target

Adam Crandall is a native of Minnesota. A byproduct of 80's skateboard culture and the Beastie Boys. Adam has worked on both the left and right sides of the marketing brain: as a strategy director for TBWA\Chiat\Day and Fallon and a creative director for Target. At Target, he is currently creative lead for design partnerships, most recently the Toms for Target project.

Parshant Dhand
Global Brand Manager, Lux, Skin Cleansing, Unilever

Parshant Dhand is the Global Brand Manager for Lux/Caress brand since July 2014. From 2012-2014, Parshant was an Associate Brand Manager at Unilever responsible for leading Axe deodorants brand in NA. In 2012 Parshant joined Unilever from P&G, where he was responsible for digital marketing efforts for the Pringles brand. While at P&G Parshant was recognized with the Rising Star award. Parshant designed Pringles’ comprehensive digital strategy and ran a highly successful social media campaign, “Tournament of Flavors.” As a result of the campaign, Awareness Inc. recognized Pringles as the best social media brand. Parshant received his MBA from Georgetown University in Washington DC.

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