REFRAME: The Summit Recap
It's hard to believe it's been more than a week since the 2nd Annual Total Market Summit & Awards Event. Â Many thanks again to our partners Contently, MetLife, PepsiCo, Kimberly-Clark, Prudential, Ogilvy, FCB, Cynopsis Media, PRNewswire and Savoy Magazine. Â The feedback and follow-up has been overwhelming.Â
The team is documenting the summit and making notes on how to improve the member experience heading into the back half of the year. Â If you did not attend the event, you can view the program at the following Program Link. Â
Over the next couple of weeks we will post updates from REFRAME: Â The Summit as well as announce the new platform and tools. Â Below is a summary of the event and the activities from such a wonderful event:
REFRAME: Â The Summit Moderator TJ Holmes kicks off the day and provides perspective on the content and panelist.
William J. Wheeler -President of the Americas - MetLife (Partner & Host) provides the welcome address and purpose
Jeffrey L. Bowman -The CCMCA and REFRAME: (tm), Â shares the State of the Industry and Keynote Address
Victor Parada - REFRAME: Â The Association, Membership Chair, recaps 2013 and shares 2014 membership priorities
Joe Coleman - Contently, announce the REFRAME: The Publication and Contently partnership
Pamela Roach - Breakthrough Marketing Technology (moderator); Ashish Midha - Deloitte (panelist) and Courtney Jones - Nielsen (panelist) share their perspectives about helping brands crystalize The Market Opportunity
Cynthia Augustine - FCB (panelist), Laurel O'Brien - Prudential (moderator) and Miriam Muley - The 85% Niche (panelist) electrified the audience with a discussion about Organization Design and Talent for a Total Market Enterprise organization
Barbara Lippert - Media Post (moderator), Keith Clinkscale - Revolt Media (panelist) and Spencer Balm - VICE (panelist) discuss one of the hottest topics in the industry, Experience and Engagement for the Total Market
Stuart Elliot - The New York Times (moderator), Lewis Goldman - MetLife (panelist) and Heidi Arthur - The Ad Council (panelist) presented and discussed Total Market marketing and advertising case studies
Andy Hasselwander - Latinum Network (panelist), Ola Mobolade - Firefly Millward Brown (panelist), Julie Halpin Anderson - The ARF (moderator) and Jeff Yang - The Futures Company (panelist) gave the audience a glimpse of Total Market Key Trends and What's Next
Toby Thompkins - Tides Foundation (moderator), Ben Maulbeck - LGBT Funders (panelist) and Samantha Papadakis - Populist (panelist) bring insight and out of category case studies demonstrating how to impact underserved audiences with the REFRAME: Â Foundations + Non-Profits discussion
Ola Mobolade - Managing Director - Firefly Millward Brown kicked off the Inaugrual Total Market Industry Awards with a review of the Brand Cross-Cultural Index, Powered by BrandZ(tm) methodology. Â Based on a survey results with consumers, brands were ranked across three categories (Banking, Quick Service Restaurants and Beverages - Beer) and scored based on how the brand appeals to the Total addressable market (White, Hispanic, Black and Asian)
Total Market Industry Awards and the Leslie Uku Total Market Enterprise Brand Change Agent Awards
Gabriela Mangieri Harper accepts the Total Market Industry Award - Quick Service Restaurant Category - Subway
Charles Riscauage accepts the Total Market Industry Award - Banking Category - Chase
TJ Holmes accepts the Total Market Industry Award - Beverage (Beer) Category - Heinieken USA
Amelia Nicholas provides the background on Leslie Uku's contributions to the formation of the Association and why we named the Brand Change Agent award in her name.
PepsiCo named the Leslie Uku Brand Change Agent Award for driving Total Market Enterprise(tm) education and embedment within their organization. Â Melissa Miranda, Cultural Strategy & Lifestyle Marketing accepts on behalf of PepsiCo.
Kimberly - Clark named the Leslie Uku Brand Change Agent Award for driving Total Market Enterprise(tm) education and embedment within their organization.  Lizette Williams, Multicultural Marketing Leader, North America accepts on behalf of Kimberly - Clark.
Vita Harris - FCB, Chief Strategy Officer facilitating a Summit "wash-up" asking for input and suggestions for the 2015 agenda.
THE END...for information or feedback, please do not hesitate to reach us at [email protected] .
