FutureM 2014

Global footwear and apparel retailer New Balance worked to rethink not only the ways in which content is created and distributed, but also the ways in which it can connect parts of the organization. From working with product development teams to tell better stories about their shoes, to collaborations with event activation teams to bring the brand to life, to content-powered partnerships with Zappos and Amazon that link marketing with channel sales, New Balance is working to embed cross-departmental content creation into its DNA.

Marketers are always trying to stay ahead of the curve when it comes to storytelling. As multimedia and cross-channel promotion grow increasingly more popular, it begs the question, how do we keep storytelling creative and compelling? This panel will explore this future through three unique lens: social, visual, and educational. By parsing the different elements of the story, we can see how they will eventually come together as lines blur and the narrative becomes all that much more important. This panel will explore the future of storytelling with those who have done it best.

Consumers are savvier and more connected than ever. They are more likely to rely on information from social media sources than ever before. As quality content becomes a priority for today’s consumer, content marketing - by way of advertising - gains greater significance. Therefore, it’s more important than ever for marketers to have a very clear understanding of their audience, in order to become a valuable resource. Penry Price will give insight into the critical role context plays for brands seeking, not only to engage, but to also gain true believers in their brand. Price will provide perspective on the consumption and engagement habits of today’s global professional, and offer best practices on how to authentically build long lasting relationships that result in true impact.