355 Main St
Cambridge, MA 02142
Fri, May 3, 2019
12:00PM - 6:00PM
The FutureX Summit: How Technology is Changing the Marketing Mix is an exclusive, half-day summit of ideas, discussions, and networking that will bring together marketing professionals around the emerging technologies and innovations shaping and defining the new universe of marketing and the impact it has for brands and organizations. The summit will be taking place at Google’s Cambridge HQ on May 3rd, and we hope to see you there as we explore the driving forces behind the future of marketing in 2019 and beyond.
This is an intimate event, exclusive to senior level brand and agency professionals, to foster conversation and learnings about the new universe of marketing.
Head to the official FutureX page for more details and the full agenda.
FutureX is a new MITX | BIMA program that unites marketing and media professionals with industry titans and quiet giants in content-rich, knowledge-sharing environments. Learn more at future-x.org. Subscribe to our FutureX community here to get event updates.
11:30AM – 12:15PM: Registration, Lunch, and Networking
12:15PM – 12:30PM: Welcome Remarks
12:30PM – 1:30PM: The Direct Brand Economy: How to Build a 21st Century Brand with Randall Rothenberg, President & CEO, IAB
Around the world and in every sector of the consumer economy, value creation is shifting from brands that excelled in owning their supply chains and their retail relationships, to brands that manage flexible supply chains and create direct relationships with their end consumers. Randall Rothenberg, CEO of the Interactive Advertising Bureau (IAB), will share an in-depth illustration and analysis of how direct brands are driving a tremendous transformation in the way consumer goods and services are created, marketed, and sold. He’ll describe trends in how publishers, agencies, technology companies, and brands themselves are thriving in the “Direct Brand Economy” and what the “Direct Brand Economy” means for you.
1:30PM – 2:15PM: Storytelling in the Machine Age: When the Math Men meet the Mad Men with Eric Solomon, CMO In-Residence, Blackbird
We are still human beings and nothing has really changed. Except, of course, that everything has changed – more precisely, technology has changed everything. We are now at a critical inflection point where the Math Men – the owners of data and algorithms – are sitting around the same table as the Mad Men – the owners of the creative process. Ongoing developments in the field of computing known as machine learning (which includes artificial intelligence, augmented reality, virtual reality, etc.) have fundamentally changed the way we both consume and create content, including advertising.
Although this technology is still in the early days, content creators are already using machine-learning-based ‘robots’ to create everything from classic advertising spots and short screenplays to music videos and immersive retail experiences. This is the very same technology that underlies the future of autonomous cars. There has never been a more exciting time to explore how art and data science merge to create new meanings for the words creativity, automation, and personalization. Eric’s talk explores the intersection of what can happen when these beautiful worlds collide.
2:15PM – 3:00PM: Building In-House Teams with Taylor Byrnes, AVP of Advanced Analytics and Media, Liberty Mutual
3:00PM – 4:00PM: CMO Insights: Building the Next Frontier of Marketing & Media with Doug Zarkin, Vice President, Chief Marketing Officer, Pearle Vision
If you’re not putting yourself at the forefront of deciding and defining what’s next for the media and marketing industry, you’re already behind. Join this rapid-fire conversation with CMOs from A-list DTC brands, big-box brands, and agency titans who spend their days in 2025 and are defining the future of marketing, today. Do you want to know where to take your brand next in this new universe of media? Ask your questions and get your answers here.
3:00PM – 4:00PM: Happy Hour & Networking Reception