Creative Lab

For the first time ever, the Kellogg Marketing Conference is presenting a Creative Lab session. Led by Ben Jones (Creative Director), Mike Glaser (Product Manager, Kellogg ’09) and Lauren Johnston from the recently founded Google Brand Studio, the Creative Lab is a unique opportunity for Kellogg 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 presented by the Google team, 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 a trip to Google’s HQs in Mountain View and an opportunity to present to Google’s marketing executives.

Mike Glaser '09
Senior Marketing Manager, Creative Partnerships, Google

Mike leads group of marketers, technologists, creatives, and producers with a vision to re-imagine how brand marketing comes to life on Google’s media and platforms. Most recently, Mike led partnership projects with Nike, Electronic Arts, and Burberry as part of Google’s Art, Copy & Code initiative ( Prior to joining Google, Mike held roles in brand management at The Coca-Cola Company and production at TMX Communications. Mike holds degrees from the Kellogg School of Management and The College of William and Mary.

Lauren Johnston
Brand Manager, Google Brand Studio

Lauren Johnston works with Google's brand and product teams to tell our stories and connect the dots for users. She specializes in cross-brand strategy, new product incubation, and other special projects. Before joining Google she worked in marketing and strategic planning at Mattel, redesigning the Kids Games portfolio and building the Angry Birds business. Prior to Mattel, she was a consultant with Interbrand New York, building global brand strategies for clients like McDonalds, Thomson Reuters, John Deere, Kmart, and Citi Cards. Outside of work, she is a passionate foodie, wino, and skiier, and works with nonprofit organizations through the Full Circle Fund. She holds degrees from The University of Chicago Booth School of Business and Duke University.

Ben Jones
Creative Director, Google

Ben Jones is a Creative Director at Google. He works with brands and their creative and media agencies to build their brands by drawing on the best of technology, media and storytelling. He came from Hill Holliday, where he worked on Dunkin Donuts, Johnson and Johnson and Major League Baseball. Prior to that, he was at Digitas, where he ran global loyalty for IHG, led campaigns for Holiday Inn, Samsung, and SAP, among many others, including providing the voice of the Aflac Duck in social media. His past life includes being the Dean of Admissions at Bennington College, building a network of early stage venture funds, and publishing The Rope Eater, a novel, with Doubleday.

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!

Note: If you don’t have a group but form one after you purchased a ticket, you can log in to your EventBrite account and add your team members to your answer.

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!

Registration closes on Friday, January 16, 2015.


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.’

Tricia Frank
Senior Marketing Manager, Uber

Tricia Frank is the Senior Marketing Manager at Uber. She joined the Uber Chicago team as a Community Manager in January 2013. Over the last two years, she helped scale the team from 6 people to more than 150 and was integral to many high profile launches and promotions - the new ridesharing product, uberX, being one of them. In her current role as the Senior Marketing Manager, she oversees all things rider facing, from acquisition to retention. Her main focus for 2015 is to continue the expansion of the the Uber brand in Chicago while efficiently scaling the marketing team.

Katherine Hunckler
Marketing Manager, BucketFeet

Katherine Hunckler manages brand marketing and partnerships at BucketFeet. She works with artists from all of the world to create products that stand out and tell a story. BucketFeet's mission is to connect people through art, which is something she is inspired and driven by every day. Katherine has been at BucketFeet for a year, but previously worked on Rahm’s first mayoral campaign and at a social/digital marketing agency where she worked with Frito Lay, State Farm and Nissan. Katherine has too many shoes, naturally.

David Sonders
Partner, gravitytank

Dave Sonders is a partner at gravitytank and an adjunct professor at IIT’s Institute of Design. He works with large organizations to transform ideas into breakthrough products and services. Dave has helped drive innovation across diverse industries including consumer electronics, hospitality, healthcare, and packaged goods. As senior leader of gravitytank’s Startup Domain, he has led the development of gravitytank’s pioneering blend of user-centered design and lean startup methods. He holds a Master of Design Methods degree from IIT’s Institute of Design and a BA in Political Science and Economics from the University of Michigan.

Letha Steffey
VP of Studio Partnerships, AMC Theatres

Letha Steffey is Vice President, Studio Partnerships, Film Programming at AMC Theatres, Inc. In this role, Letha is focused on delivering attendance-driving, innovative, and differentiating initiatives that will engage guests with AMC Theatres through collaboration and negotiation with major Hollywood studio partners, including Warner Bros. and Disney. Letha has over 20 years professional experience across multiple industries, including banking, gas, product, and retail; with expertise in strategy, marketing, negotiation, finance, and research/analytics.

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.

Sarah Beadle
Corporate Marketing Director, Emerson

Sarah Beadle has been a passionate B2B marketer for over 20 years, with the bulk of her professional time at Emerson. In her current role, she leads the branding and marketing communications efforts for the $25B global company. This effort includes managing all digital strategies and properties (web and social media sites), PR efforts and advertising. Sarah works extensively with numerous Emerson businesses and cross-functionally with sales, IT and HR to develop and execute programs to promote Emerson.

Adam Beane
Brand Manager, Ziploc, SC Johnson

Adam Beane has a BS in Economics from Vanderbilt University and an MBA from the Johnson School at Cornell University. He joined SC Johnson in 2010 and has held various roles in marketing in the Air Care, Home Cleaning, and Home Storage divisions. In his current role, Adam leads the Ziploc® brand’s digital and social strategy as well as manages IMC for the Back-to-School season, which is the brand’s biggest drive period.

Sam Evans '09
Director, Strategy and Innovation, Brandtrust

Sam Evans helps clients leverage human truth to inspire meaningful brand strategy and innovation. With a firm foundation in the social sciences, Brandtrust anchors in the WHY to build brand strategy and innovation that position brands for growth. Sam has more than twelve years of brand-building experience as a brand and innovation strategist on both the client and agency sides. Sam earned a B.A. in Journalism from Washington and Lee University and a Kellogg MBA.

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 lives in Evanston with his fiancée, Kristen (a second-year Kellogg MMM), and goldendoodle, Maggie.

Tim Joyce '10
Director, The Cambridge Group

Tim Joyce is a Project Director with The Cambridge Group. He focuses on developing demand-driven growth strategies across a wide variety of categories. Prior to joining The Cambridge Group, Tim had marketing positions at American Express and Saatchi & Saatchi. Tim earned an MBA from Northwestern University’s Kellogg School of Management with concentrations in Decision Science and Marketing. He also holds a BA in Psychology and English from Georgetown University.

Kimberly Linton '10
Senior Manager, Strategic Projects, Sephora

As Senior Manager of Strategic Projects at Sephora, Kimberly Linton is responsible for conducting competitive analyses and developing business cases to support the company’s continued growth. Prior to Sephora, Kimberly spent time on product and buying teams at Target. She began her career at McKinsey as a business analyst and is a 2010 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.

Chris Malin '00
Director, Mobile Marketing, Citrix

Chris Malin leads Mobile Marketing for Citrix, where he is responsible for engaging mobile users and launching innovative mobile app-based businesses. Prior to Citrix, Chris led Mobile Marketing and Global Internet Marketing Strategy for eBay. A 2000 Kellogg alum, his career has focused on marketing, brand, and strategy in line and consulting roles with startups and Fortune 500 firms. He began his post-MBA career at Apple, where he helped rebuild the developer ecosystem and created the first ROI models used in Developer Marketing. Chris lives in Silicon Valley with his wife and 3 children.

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.

Jason Macatangay '03
Vice President Finance and Treasurer, Threadless

Jason Macatangay joined Threadless, a leading crowdsourced internet apparel retailer, in 2011. Jason leads all finance, corporate, advertising, and administrative activities, in addition to portfolio management of strategic investments. Previously, Jason held leadership and finance positions at In-Pipe Technology Company, Valor Equity Partners, Newell Rubbermaid and Kellogg Company. Jason's career began at Deloitte. He is a CPA and earned his MBA from Kellogg and BBA Cum Laude from Loyola University.

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.

Thomais Zaremba
Digital & Media Manager, Ford Motor Company

Thomais Zaremba has spent the last 10 years in Ford’s advertising organization in various roles including Brand Strategy, traditional advertising development and event marketing for both the Ford and Lincoln Brands. In the last few years, Thomais has focused her efforts in the digital space where she leads all digital content creation for the US. Thomais is responsible for Ford’s newly developed Content Studio which serves to create real-time relevant content.

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.

Michele Banik-Rake
Director of Sustainability, Worldwide Supply Chain Management, McDonald’s

Michele Banik-Rake is a 37-year veteran of McDonald’s Corporation where she has a track record of strong performance within Supply Chain in a variety of roles. She is currently the Director of Sustainability – Worldwide Supply Chain responsible for integrating sustainability and supporting key performance indicators into product supply chain strategies. Prior to her current role she completed a 3-year secondment with McDonald’s UK which included leading McDonald’s supply chain for the London 2012 Olympic and Paralympic Games. Michele earned her MBA from the Stuart School of Business at the Illinois Institute of Technology in Chicago. She and her husband reside in Chicago.

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.

Joe DePippo
Vice President, Head of NatureRaised Farms, Tyson Foods

Joe DePippo is the Vice President responsible for development and growth of Tyson Foods’ NatureRaised Farms® brand, a no-antibiotics-ever, vegetarian fed, third-party animal welfare certified line of chicken. His career in the food industry began in 1976 and includes senior level positions with leading consumer branded meat and poultry companies. He also has worked as a marketing, strategic planning, business development, new product development and market research consultant for a variety of food companies and restaurants. Prior to joining Tyson Foods, Joe was president of a regional poultry company where he was instrumental in converting and rebranding the product line from conventional chicken to no-antibiotics-ever and organic poultry production.

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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