Arrivals & Continental Breakfast
Opening Keynote: The Economic Cost and Erosion of Brand Trust due to Influencer Fraud
Economist and Professor Roberto Cavazos authored the “Economic Impact of Bad Actors on the Internet” in July 2019 which estimates advertisers’ will lose $1.3 billion in 2019 to influencer marketing fraud.
For the first time ever, Cavazos will share his findings of the true damage done by influencer fraud and its growing impact for brands, consumers and platforms. Left unchecked the problem will continue to grow as complexity and activity in the sector, increases costing the global economy $1.5 billion by 2020.
There are significant further indirect costs — notably erosion of trust and potential brand impact. These could damage this nascent industry if not tackled by all players in this nascent ecosystem. Hear his thoughts in the opening keynote about what changes need to happen to eliminate fraud.
With consumers continuing to mistrust companies or executives, the role of influencers assumes a significant role in bringing a rare authenticity to online marketing. Nevertheless, the problem of fraud must be tackled to ensure that this nascent channel is not severely undermined.
Following Robert's presentation, Brett Garfinkel, Co-Founder Sylo, will lead an interactive discussion and Q&A will take place to take a deeper dive into his findings.
The Art of the Deal: Contracts, Terms, and Compliance
As marketers continue to invest more in influencer marketing, they expect more in return, which leads to even more complex contracts. While the base contracts are straight forward, it’s still the Wild West when it comes to terms, clauses, rates, and requirements that brands, agencies, and creators are integrating into deals.
Some brands are moving away from one-off deals and entering into six month to year long agreements modeled after Hollywood talent deals in an effort to build a long term and authentic content partnership.
However, it is critical for all involved parties to take a step back and understand the importance of standardization, what they should ask for and expect in return, regulatory requirements, payment terms, and more when kicking off a partnership.
Not all influencer/advertiser relationships are identical, so we’re breaking down the first step in any partnership to talk about key deal points, data you should request to see for complete transparency, terms you should ask for to avoid fraudulent activity, and how to verify measurement, reporting, and ROI.
Moderator: Leah Marshall, ANA
Speaker: Kieley Taylor, GroupM
Speaker: Susan Brooks, Forefront
Speaker: Keith Bielory, Abrams Artists
Speaker: Vejay Lalla, Fenwick & West
Dr. Carmen Simon: Your Audience’s Brains on Inauthenticity
We all wonder at times why we aren’t heard, why our good ideas go nowhere, why our words have no impact.
We can fix this problem by using neuroscience. In the past decade, we have learned more about the brain than in the entire human history. But in the same amount of time, we’ve been drowning in fake content and inauthentic images.
Phrases like "holistic approaches," "synergies," and "paradigm shifts” abound in business communication, alongside pictures with people shaking hands and touching tablets on top of mountains.
Images of a sales person pointing towards an upward rising graph have become an eyesore. Your audience’s brains detect plastic very quickly.
Join this keynote talk to learn how to use brain science to attract attention and make your communication memorable in an authentic way.
Dr. Carmen Simon is a cognitive neuroscientist, author and founder of Memzy, a company that uses brain science to help corporations create memorable messages.
Carmen’s most recent book, “Impossible to Ignore: Create Memorable Content to Influence Decisions,” has been selected as one of the top international books on persuasion. Carmen holds two doctorate degrees, and she also teaches at Stanford University.
Breaking Down The Creative Process: Freedom, Briefs, and Failure
Creativity is the soul of influencer marketing, yet why do so many campaigns end up in the sea-of-sameness?
In this panel, we’ll discuss strategies that lead to thumb-stopping creative that delivers value for all parties, avoids brand safety issues, complies with regulations, all while building a positive relationship for the consumer.
We'll discuss creative briefs - are they good or bad? What would make them better. How do you allow your creative partner enough creative flexibility and room to create content that is true to their brand, but also drives engagement with yours?
Then we’ll discuss what to do if the creative relationship breaks down, goes sideways, or worse, you start to see fraudulent activity within the campaign including fake engagement, pod activity, or other activities that erode brand trust and ultimately don’t deliver what you expected.
Moderator: Katie Deighton, Senior Reporter, The Drum
Speaker: Lynn Sladowski, Wavemaker
Speaker: Ariana Pappas, Digital Brand Architects
Speaker: Jeremy Cohen, Publicis Groupe
Speaker: Sarah DeThomas, RpR
Speaker: Meghan Camarena, Creator “Strawburry17”
Measurement, Reporting, & Third-Party Data Verification
In today's influencer marketing ecosystem, every player is self-reporting the success of their campaigns to their clients. It's like grading your own homework.
Brands often preach “quality” engagement but seek big numbers, which means people are often scrambling to make up big goals.
If those who are matching and executing the influencer marketing campaigns are allowed to continue to self-report, success metrics will continue to be inflated and risk brand safety and creator authenticity.
Brands like Unilever and Mastercard are now standing up and calling for standardized measurement, transparency, and access to unbiased, accurate third-party reporting on influencer marketing campaign and content strategies.
We’ll discuss why standardized measurement was adopted by every other form of legitimate advertising media and why it needs to be adopted by the influencer marketing industry if we are to justify the investments and increase budgets into the space going forward.
Moderator: Scott McDonald, ARF
Speaker: Jeff Semones, MediaCom
Speaker: Bill Blatchley, Marina Maher Communications
Speaker: Derek Goode, Endeavor Global Marketing
Speaker: Amisha Gandhi, Vice President, Influencer Marketing & Communications, SAP
Lunch Break: Presented by Captiv8
Take a break from the Summit and enjoy a full sit down lunch with speaker, creators, and leaders from platforms, brands, and media attendees.
Captiv8 helps change the way the world connects to brands. Captiv8 has built a platform that organizes social data and makes it universally accessible and predictable. We provide products and services that connect brands to content creators.
The Unilever Effect: A Call to Eradicate Fraudulent Activity and Increased Transparency
Fireside chat with Casey DePalma McCartney, who as Director, PR and Digital Engagement for Unilever, leads communications for Unilever’s NA portfolio of more than two dozen brands such as Dove, TRESemmé, Love, Beauty & Planet, Magnum Ice Cream, Breyers, and Hellmann’s.
She partnered with Unilever CMO Keith Weed to develop Unilever’s commitments to help eradicate fraudulent activity and increase transparency in influencer marketing and subsequent action plans to deliver on the commitments.
Protecting Your Reputation: Brand Transparency, Trust, and Safety
Join our panel of speakers to discuss how transparency and trust separate the players from the pretenders, why partnerships that are rooted in trust and transparency empower creators, brands, and agencies to align on values and campaign goals, assess compatibility and capability to create content and experiences that drive real results, the negative effect of fraudulent activity, and how one post that can instantly embroil a brand in controversy and lose consumer trust overnight.
Moderator: Bonnie Niederstrasser, TAG
Speaker: Joshua Lowcock, EVP, Chief Digital & Innovation Officer, UM
Speaker: Brie Strickland, Southwest Airlines
Speaker: Olga O'Donnell, Dentsu Aegis Network
Speaker: Brett Garfinkel, Co-Founder, Sylo
Data Privacy, Disclosures, & Federal Guidelines: Future-Proof Your Influencer Marketing
As GDPR, ITP 2.2, Google Privacy Sandbox and CCPA actively shape the future of addressable advertising, how does this impact influencer marketing?
This panel will discuss the ways in which influencer marketing will become an even more critical aspect of your marketing mix because of privacy regulations, what attribution challenges will arise as a result and how to optimize your efforts to maximize your impact and mitigate your risk.
Moderator: Kerry Perse, Influencer Marketing Consultant
Speaker: Brett Garfinkel, Sylo
Speaker: Erick Schwab, Sylo
Speaker: Greg Reiss, Influential
Speaker: Matthew Moore, Influential
Refreshments & Break
In Conversation With Beth Comstock
Author of "Imagine It Forward" and former GE CMO and Vice Chair Beth Comstalk takes the stage with David Beebe to talk about how the world will never be slower than it is right now.
Beth will share lessons from her thirty-year career as a change maker navigating the space between the established and the unproven. She will offer practical advice on finding the courage to defy convention (and company gatekeepers), the resilience to overcome failure and the creativity to reinvent what is possible.
The Tech Effect: Matching, Engagement, Followers, Pods, Bots & AI
Technology has enabled the influencer marketing industry to move forward at a quick pace, but at what cost?
It seems like everyday there’s a new technology platform that launches claims that they do it all but is it really helping or hurting the industry? How empowered are technology platforms outside of the walled gardens of the social networks.
How are platforms, automation, and other tools enabling the use of fake followers, pods, and bots? What can you do as a marketer to protect your brand and focus on viewability. Hear from leaders from agencies, brands, creators, and platforms themselves as they share their POV related to how technology is impacting, increasing, and/or decreasing fraudulent activity.
Moderator: Julian Soler, Director, Mobile Marketing Center of Excellence at IAB
Speaker: Andrew Reid, Weber Shandwick
Speaker: Damian Hites, CTO, Sylo
Speaker: Greg Reiss, SVP, Influential
2020 and Beyond: Where Do We Go From Here
Brands, management companies, media agencies, and creators, are all in this together. For the sake of the industry, it is up to each player to work together to determine a solution to influencer fraud. There is a lot at stake: Brand perceptions, substantial budgets, campaigns, entire careers.
Moderator: Sahil Patel, Reporter, Wall Street Journal
Speaker: Rob Bernstein, Reprise
Speaker: George Hammer, Chief Content Officer, IBM
Speaker: Mat Zucker, Prophet
Speaker: Brett Garfinkel, Sylo
As one of the original Silence Breakers who ignited the #MeToo movement, Lucia began the journey to reclaim her own voice in October 2017, as the first named source in Ronan Farrow’s first bombshell article about Harvey Weinstein.
For the first time, she shares her story, and discusses implications of transparency, and the Why and How of building authentic narratives for brands and creators.
Lucia Evans is a two-time Webby Award-winning marketing leader with an expertise and passion for honest, authentic storytelling.
Lucia has driven substantial brand and business results for organizations and nonprofits including Discovery Communications, SoFi, Ann Taylor, Beats by Dre, Marriott International, M·A·C Cosmetics and The Cisco Foundation.
Happy Hour Mixer
Passed Appetizers include:
Filet mignon canapés - horse radish, micro wasabi
Short rib sliders - gruyere cheese, demi-glace au jus
Mini crab cake - charred pepper, herbs, Meyer lemon aioli
Pescado taco - grilled hake, coleslaw, avocado, chipotle-aiole
Maine Lobster - tarragon lemon sauce, buttered crostini
Hamachi Crudo - watermelon radish, meyer lemon, shallots,
Cilantro shrimp slider - avocado, chipotle-aiole
Avocado hummus - hollowed cherry tomato
with Wine, Beer, Mixed Drinks, and Refreshments
Speciality Drinks from
Sombra Mezcal & Astral Tequila
VIP Dinner & Discourse at Hakkasan Led by Sahil Patel, Reporter Wall Street Journal
Join Summit Emcee David Beebe and Wall Street Journal Repoter Sahil Patel for an intimate VIP Dinner and Discourse experience at Hakkasan with other summit attendees, speakers, and moderators.
Sahil and David will lead a short interactive conversation at the top of the dinner over cocktails to recap the day before guests enjoy the internationally acclaimed menu of modern Cantonese cuisine experienced in our private dining room at Hakkasan.
The Influencer Marketing Fraudnomics VIP Dinner is limited to only 20 attendees following the summit.
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All Access to Summit Programming, Breakfast, Lunch, Art Show Mixer with drinks and appetizers. Early Adopter Tickets are sold out. Secure your Change Agent or other tickets today!
All Access to Summit Programming, Breakfast, Lunch, Art Show Mixer with drinks and appetizers, and signed copy of "Imagine It Forward" by author and speaker Beth Comstock.
RAIN MAKER VIP
All Access to Summit Programming, Breakfast, Lunch, Art Show Mixer with drinks and appetizers, signed copy of "Imagine It Forward" by speaker Beth Comstock, and VIP Dinner & Drinks at Hakkasan.