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Brandsmart 2014: Balancing the Art & Science of Brand Narrative

Chicago AMA

Thursday, March 20, 2014 from 7:30 AM to 7:00 PM (CDT)

Ticket Information

Ticket Type Remaining Sales End Price Fee Quantity
AMA Member
Member ID will be verified before event but is not required at time of registration
Sold Out Ended $295.00 $0.00
Non-Member Sold Out Ended $395.00 $0.00

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Event Details

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Event Overview:
We are living in an ever-connected environment where consumers have immeasurable access to information to help make purchasing decisions. This reality is shifting the entire marketing paradigm and we, as marketers, can no longer rely solely on traditional marketing and advertising strategies to stay relevant.  Instead, we must look inward to define the core of our existence and create authentic brand stories that are both entertaining and executed flawlessly to engage consumers.

Understanding the balance of entertaining consumers and executing the brand story is essential.  BrandSmart 2014 will show you how to balance the art and science of brand storytelling – making sure you create compelling content that is delivered at the right time through the right channel.  





7:30 - 7:40 AM

Registration & Networking - Member Only Breakfast (limited to first 50 members who register)


7:40 - 8:20

(Sold Out - Waiting List) Member Only Breakfast - "Make more of PR" sponsored by Cabot Creamery Cooperative (limited to first 50 members who register)

Roberta MacDonald, SVP Marketing for Cabot Creamery Cooperative

8:00 - 8:30

Registration & Networking - General Session


8:30 - 8:45

Opening and Announcements


8:45 - 9:15

Welcome and Morningstar Brand Story

Kristin Mateja, Head of Marketing Services, Morningstar,Inc.

9:15 - 10:05

Opening Keynote

Jeff Charney, Chief Marketing Officer, The Progressive Corporation

10:05 - 10:25

Morning Break


10:30 - 11:20

Case Study: Fasten Your Seatbelts: Designing a unique brand experience that engages consumers at 30,000 feet

Angela Wise, VP Marketing & Advertising, The Cosmopolitan of Las Vegas

Sean Burke, Sr. Manager Media Business Development, United Airlines

Brook Jay, CMO/ Co-Founder, All Terrain

11:20 - 12:20

Lunch and Networking


12:20 - 1:10

How to build an authentic connections that inspire actions.  The Grainger Brand Story.

Victoria Morrissey, Director, Brand & Advertising Strategy
W.W. Grainger

Cathy Francque
Managing Director B2B Ogilvy Chicago

1:10 - 2:00

Workshop "Constructing a Brand Storytelling Strategy" & Panel: Best Practices in Brand Storytelling

Andy Crestodina, Co-Founder, Orbit Media

Brook Jay, CMO/Co-Founder, All Terrain

Cathy Francque
Managing Director B2B Ogilvy Chicago

2:00 - 2:50

ROI of Brand Storytelling

 Julie Fleischer, Director, Media and Consumer Engagement for Kraft Foods Group

2:50 - 3:10

Afternoon Break


3:10 - 4:00

CMO Fireside Chat - "Building your team for brand storytelling success"

Steven Handmaker, CMO, Assurance

Roberta MacDonald, SVP Marketing for Cabot Creamery Cooperative 

Dana Todd, CMO, Aftermath

4:00 - 5:00

Closing Keynote

Joe Pulizzi, Content Makreting Evangelist and Founder of the Content Marketing Institute

5:00 - 7:00

Networking Cocktail Reception



Jeff Charney










Jeff Charney - Chief Marketing Officer, The Progressive Corporation

Twitter: @Progressive

Hollywood in Cleveland? Marketing’s New “Network”

How do you ‘out-create vs. outspend’ in one of the most competitive marketing categories in the country? Progressive CMO Jeff Charney starts by ditching off the shelf methods to create “must see programming” that extends well beyond TV.

Searching for the elusive right blend of art and science, Charney brings to life a series of characters that live through plot twists, set changes and spin-offs – all carefully chosen to drive business results. In a fast paced presentation that’s not for the faint of heart, Charney offers a behind the scenes look inside The Progressive Network, where he sweats every detail to keep one of America’s most notable ad icons fresh. Buckle up.

Jeff Charney is no stranger to brand icons, driving the ‘duck’ as the CMO at Aflac before arriving at Progressive. Prior to that, he was the CMO at QVC and Homestore.com (formerly Move.com). AdWeek named him its 2011 Brand Genius: Marketer of the Year, and Fast Company named him to its 2012 list of the top 100 Most Creative People.



Julie Fleischer











Julie Fleischer, Director, Media and Consumer Engagement for Kraft Foods Group

Twitter: @kraftfoods

Julie Fleischer is the Director, Media and Consumer Engagement for Kraft Foods Group. She directs hundreds of millions of dollars in media across television, print, digital and social channels for one of the leading Consumer Packaged Goods companies in North America.

Prior to this role, Julie oversaw Kraft Foods’ industry leading CRM platform, a multi-channel publishing platform across web, email, mobile, print, and social, connecting millions of consumers each week in four languages with 100% custom content.

Julie believes that permission-based marketing that is content-focused is the key to creating enduring, loyal brand relationships with consumers, which creates economic value for corporations. Julie is leading the transformation for Kraft Foods from a traditional marketer to one that pushes the envelope to bring Content Marketing and Data Driven Marketing together as a source for sustainable competitive advantage throughout the media ecosystem — using data to create content and experiences that create data. Julie was named 2013 Content Marketer of the Year by the Content Marketing Institute.





Cathy Francque  - Managing Director B2B Ogilvy Chicago

Cathy oversees several accounts within the group, including CDW, Grainger, CaseIH and GE Capital .  She joined the office seven years ago after relocating from Denver, Colorado.

Cathy has over 20 years of advertising and marketing experience leading fully integrated programs for some of the most respected B2B brands. Creates outstanding business results and has a proven track record of winning, establishing, and growing client business relationships. Leads integrated campaign development and execution across multiple marketing disciplines. Develops strong partnerships with creative leadership, as well as media and strategic planning. Provides senior leadership to agency cross discipline teams and strategic counsel to client.


Steven Handmaker








Steven Handmaker - CMO, Assurance

Twitter: @Handmaker @AssuranceAteam

Steven Handmaker is the Chief Marketing Officer of Assurance, one of the largest, independent insurance brokerages in the U.S. He serves as a member of Assurance’s executive management team and is responsible for the company’s marketing, communications, branding and digital media efforts. As Assurance’s top creative professional, he provides counsel on all strategic initiatives and acts as the primary writer and editor of key company messages.

With more than 20 years of successful marketing experience, including his current tenure with Assurance, Steven’s become a sought after public speaker on a variety of topics related to marketing corporate culture and building a “Best Place to Work.” Over the past 5 years, he’s leveraged the power of fostering internal culture and engagement into more than 60 national and local awards for Assurance as a top workplace. He’s pioneered a variety of creative tactics including establishing yearly corporate themes, such as “Everybody Wang Chung Tonight” and “Domo Arigato, Mr. Roboto!”, to drive performance and shared vision.


Roberta MacDonald








Roberta MacDonald - SVP of Marketing for Cabot Creamery Cooperative of Vermont

Twitter: @Cabotcheese @CabotRD

Roberta MacDonald is nearing 40 years of consumer product and trade marketing experience, the last 25 of which she has spent as SVP of Marketing for Cabot Creamery Cooperative of Vermont. Roberta previously served as the state's first Marketing Director, a position created for her by Governor Kunin in 1984. She has been recognized with many awards for design, promotions, and high-impact public relations programs, including Cookies for Good and the Cabot Reward Volunteers iPhone app.

Prior to moving to Vermont, Roberta provided marketing consulting and/or staff services for leading organizations and enterprises, including the San Francisco Opera, the National Endowment for the Arts, American Express, Information Industry Association, NYU, CBS, and the Vietnam Veterans Memorial. Roberta is a long-time champion of the Baby Boomer generation and what it can continue to offer in the industry and beyond. In her free time, she is an adept, compassionate facilitator of conversations on death and dying and volunteers for hospice services in Burlington, Vermont.


Kristin Mateja







Kristin Mateja -Head of Marketing Services, Morningstar, Inc.

Twitter: @MorningstarInc

Kristin Mateja is head of marketing services for Morningstar. In this role, she leads the in-house agency responsible for the firm’s marketing communication strategies and programs. Prior to assuming her current role in 2013, Mateja spent 10 years as director of corporate marketing. She joined Morningstar in 2001 in a marketing and product management role for the company’s Data business.

Before joining Morningstar, Mateja was director of product management for UNext, an online education company specializing in MBA and business development courses. She began her career in account management roles for advertising agencies Kobs & Draft, now Draftfcb, and Leo Burnett.

Mateja holds a bachelor’s degree in business administration from the University of Iowa and a master’s degree in business administration from Northwestern University’s Kellogg School of Management.






Victoria Morrissey, Director, Brand & Advertising Strategy - W.W. Grainger

Lead the planning, development and execution of Grainger's national advertising and responsible for driving adoption and growth of Grainger's Exclusive Brands portfolio. Victoria was recently named to the Grainger Customer Experience Steering Committe after the success launch of the new Get It. Got It. Good Campaign which was named #2 B2B campaign of 2013 by the CEB.

Victoria is a brand marketing professional with 20+ years of B2C and B2B experience spanning clients, industries and marketing disciplines: CPG, industrial, technology, apparel, associations and pro bono including Grainger, Procter & Gamble, Wm. Wrigley Jr. Co., 3M and Levi Strauss.


Joe Pulizzi













Joe Pulizzi - Content Marketing Evangelist and Founder of the Content Marketing Institute (CMI)

Twitter: @JoePulizzi @CMIContent

Joe Pulizzi is first and foremost a content marketing evangelist. He began using the term “content marketing” back in 2001.  He’s the founder of the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the fastest growing business media company by Inc. magazine in 2013.  CMI is responsible for producing Content Marketing World, the largest content marketing event in the world, as well as the leading content marketing magazine, Chief Content Officer.  CMI also offers strategic consulting for enterprise brands such as AT&T, Petco, LinkedIn, SAP and many others.

Joe has written a new book, Epic Content Marketing as well as co-authored two other books, Get Content, Get Customers and Managing Content Marketing.

Joe has spoken at more than 200 locations and 10 countries advancing the practice of content marketing.  He’s delivered keynote speeches for dozens of organizations including DuPont, SAP, Hewlett-Packard, Dell, Alcatel-Lucent & NASA Tech Briefs.

He has been honored with numerous awards and accolades including “Custom Media Innovator of the Year” by American Business Media, voted “Who’s Who in Media Business” by BtoB Magazine, named a Folio: 40, and recognized as the “Most Influential Content Strategist“ by Lavacon.


Dana Todd







Dana Todd - Chief Marketing Officer, Aftermath Services LLC

Twitter: @DanaTodd 

Dana Todd is considered one of the pioneers of the internet marketing industry – her expertise includes all forms of online marketing and advertising tech – and she’s primarily recognized for her role evolving the search marketing industry.

With over 17 years experience in digital marketing, she is known for leadership, vision and creative problem solving. (And radical hair color.) Press (Wall Street Journal, Business Week, The Street.com), industry analysts and technology leaders frequently tap Ms. Todd for her knowledge of the Internet industry. Dana is currently running national marketing for the industry leader in the biohazard remediation service industry (a.k.a “crime scene clean up”). Prior, she was Global SVP Marketing for global digital agency Performics, and also spent 5 years running a startup called Newsforce that helped monetize the online news industry, for which she holds a patent.

Due to being a sold out, limited seats conference, refunds for cancellations are granted up to March 14, so there is time to resell ticket. There is a $25 cancellation fee per ticket cancelled.

Have questions about Brandsmart 2014: Balancing the Art & Science of Brand Narrative? Contact Chicago AMA

When & Where

Morningstar Inc.
22 West Washington Street
Chicago, IL 60602

Thursday, March 20, 2014 from 7:30 AM to 7:00 PM (CDT)

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Chicago AMA

The Chicago AMA is the only organization that brings together all marketers, across all specialties, to collaborate and inspire one another. 

The Chicago Chapter of the AMA connects with more than 10,000 marketing professionals represents a multitude of businesses—both B2B and B2C and across industry segment—as well as marketing educators and a broad range of nonprofit organizations.

Cancelation policy: Refund requests must be made 24 hours prior to event start time. There is a $10 cancelation fee. For Momentum and BrandSmart, refunds requests must be made 48 hours in advance and there is a $25 cancellation fee.



  Contact the Organizer
Brandsmart 2014: Balancing the Art & Science of Brand Narrative
Chicago, IL Events Conference

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