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TUESDAY, APRIL 22
8:00-9:15 a.m.

BUILDING BRANDS ONE TOUCHPOINT
AT A TIME

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Rohan Oza
Senior VP-Marketing, Glacéau

The Glacéau script has become the Cinderella story of the year, the tale of how a small beverage start-up literally invented an entire new category-enhanced water-and then mixed an interesting marketing cocktail that helped vitaminwater became a powerhouse brand… seemingly overnight. Driving it all is Rohan Oza and his marketing team, the quarterbacks of a unique marketing mix connecting a growing brand portfolio with millions of consumers through a number of experiential channels, including the groundbreaking "try-it" campaign, all of which are helping to cement vitaminwater and now smartwater as the hottest brands around. The road to success has been truly unique, and you're about to ride along. Get ready.

TUESDAY, APRIL 22
1:00-2:15 p.m.

REWRITING THE RULES:
EVENT MARKETING 2.0

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Jeff Singsaas
General Manager-Event Marketing, Microsoft

Quite possibly the world's largest spender on event marketing, Microsoft is becoming a marketing juggernaut by transforming its event and trade show portfolio into a turbocharged, experiential machine. Local, regional, national and global events are being mixed and matched into super-relevant engagement platforms. The fusion of event delivery and digital technology has never been more urgent. And live marketing is being measured more than ever before, showing Microsoft what's working and why. Join head of events Jeff Singsaas and get a taste of where the event industry is headed, from the redeployment of dollars to portfolio analysis to measurement and professional development.

MONDAY, APRIL 21
12:30-1:30 p.m.

General Session

MARKETING MAGIC: CREATING EXPERIENCES THAT MATTER

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Amy Curtis-McIntyre
Former Vice President-Marketing, JetBlue

Industry pioneer Amy Curtis-McIntyre has a bold message for event professionals and senior management alike: If you want to build a great brand, look inside your company first. The customer experience is what defines a great brand. Brands aren't built; great customer experiences are. Drawing on her experiences with some of the world’s most successful brands, Curtis-McIntyre explores how companies can make a huge impact by selecting and training great staff, treating them with respect and creating promotional campaigns that showcase the customer experience.

TUESDAY, APRIL 22
4:30-5:30 p.m.

Industry Research Unveiling

EVENTVIEW: THE FUTURE GROWTH OF EVENT MARKETING

David Rich
SVP-Strategic Marketing/Worldwide, George P. Johnson

Kerry Smith
Founder, Event Marketer magazine
President, Event Marketing Institute

Get the first in-depth look at the results-and implications-of a major global research initiative designed to uncover marketers' views on the strategic role of events within their marketing portfolios. In this presentation we will dive into this year's EventView global survey of CMOs, sales directors and event marketing executives to uncover and discuss the challenges, opportunities and barriers that event professionals will face in the year ahead. You'll get an unprecedented look at the changing marketing mix and the increasing role that events are playing; disparities and common ground between senior management and event managers; barriers to increased event funding and how to overcome them, and a look at highlights of budgetary and allocation trends by industry category. You won't want to miss this unique and information-rich presentation.