The SXSW PanelPicker is now open, giving you a voice in what programming is scheduled at SXSW 2019. It’s as easy as “review, comment, and vote” to help select this season’s SXSW programming.
There are five panels with MullenLowe Group representatives, so get your votes in to have your say in shaping the look and feel of this leading festival to celebrate the convergence of the interactive, film and music industries.
Community voting closes on August 30, 2018.
The Evolution of Value
When we see the world value, we typically think of price. Yet when it comes to the consumer value equation, price is only half the math. As that value equation changes, how do we ensure brands stay worthy?
This session will probe questions about the future of delivering value: is it the gift of time, sensory stimulation, or about knowing customers better than their own families? Is it standing on a certain side of moral ground? And as we reach for higher forms of worth, how do we keep certain kinds of value from becoming synonymous with privilege?
In this session, we’ll use psychology, brand research, culture, and our experience as brand leaders for Whole Foods Market to propose innovative ways of approaching value — and to help marketers navigate the new frontier of proving worth.
- Anna Vlajkovic, VP, Group Strategy Director, MullenLowe U.S.
- Madhavi Reese, VP, Brand, Whole Foods Market
A Survivalist’s Guide to Digital Extinction
The dinosaurs are dying. Brands live on an attention diet that’s becoming frighteningly scarce, and in their place a new ecosystem is rising — an amalgamation of micro-communities championed by Makers and Influencers. How did we get here? How do these creators captivate the attention of millions? This panel will explain, from various industry perspectives, how the evolution of the Internet has changed the way consumers consume. As the digital ocean of intermixed subcultures defies traditional demographic buckets, this new species of creators navigates micro-communities to build genuine relationships. For brands, the message is clear: change your philosophy, your relationship with creators and sub-culturally segmented micro-communities, or find yourself next among the extinct.
- Jason Waterman, Senior Strategic Analyst, MullenLowe U.S.
- Katie Paricio, Head of Insights, YouTube
- Tina Yip, Culture Director, Berlin Cameron
- Jimmy George, Social Strategist, MullenLowe U.S.
Creating a Music Strategy for a New School World
Music has never been more important to how a brand exists in the world. But it has also never been more vast and complicated. For a brand marketer, or business exec – on the client side or agency side – it can be confusing and unclear where to start, who to turn to, and how to implement a music strategy that is not just “one note”. It used to be about picking a song for a TV spot – now its about your full sonic existence. This means understanding who is out there and how to partner with them: the artists, the labels, the distribution platforms, the tech startups, and many more. In this session – learn from music strategists, brand VP’s, and industry execs how to create a strategy that helps your brand live ubiquitously. And learn how to do so as a regular person, not a music insider.
- Erin Swenson Gorrall , SVP, Head of Communications Planning , MullenLowe Mediahub
- Kara Wallace, VP Brand Marketing, Royal Caribbean
- Kaitlyn Sheehan, Strategist, Columbia Records
- Gabe McDonough, Founder, Music and Strategy
Inviting the Next Generation to Advertising
Our industry should be as diverse as our audience. But it’s not.
We can change that.
There was no malicious plan to build a staffing funnel excluding diverse talent, and yet, here we are:
We’re not including diverse new talent.
Either because of lack of awareness or opportunity, young people from diverse backgrounds are not aspiring to careers in advertising. And while other cutting-edge industries are reaching out—we aren’t.
- Erin Swenson Gorrall, SVP Head of Comms Planning, MullenLowe Mediahub
- Blake Winfree, EVP creative, MullenLowe U.S.
Could a Brand Make America Great Again?
In the wake of the current political and social climate we’re at an all-time heightened point of tension, conflict, and questioning. With all of the conversation around making America great again what is the impact for American brands? How “American” are the iconic “American” brands? What does “Made in America” mean to consumers today? And what defines “American” values at a time when the largest brands like Google, Walmart, and Apple are truly global? Through an online panel to 400 consumers, I found is that in a vacancy of government making America great again, brands actually can.
- Elizabeth Fermon, Associate Communications Planning Director, Mullenlowe Mediahub
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together.
Join us March 8-17 in Austin, Texas for SXSW 2019 and be a part of one of the most diverse, collaborative, and inventive communities in the world.