Watch: Yelp Ad Summit 2023

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</div> <div class="c-navigation-primary__mobile-cta mobile-only" aria-hidden="true"> <a class="c-button c-button--primary js-cta-button js-toggle-cta" href="https://business.yelp.com/brands/contact/" target="_self" data-title-desktop="Get a demo" data-title-mobile="Get a demo" > Get a demo</a> </div> </nav> </div> <div class="c-site-header__buttons"> <a class="c-button c-button--primary js-cta-button js-toggle-cta" href="https://business.yelp.com/brands/contact/" target="_self" data-title-desktop="Get a demo" data-title-mobile="Get a demo" > Get a demo</a> </div> <div class="c-site-header__mobile-nav-toggle-container"> <a class="c-site-header__mobile-nav-toggle js-mobile-nav-toggle" href="#"> <span></span> <span></span> <span></span> </a> </div> </div> </header> <main class="o-main js-main"> <article class="s-single-event"> <section class="o-section s-single-event__breadcrumbs"> <div class="o-wrapper"> <nav class="c-breadcrumbs"> <div class="c-breadcrumbs__item"> <a class="c-breadcrumbs__link" href="https://business.yelp.com"> Home </a> <span class="c-breadcrumbs__sep">/</span> </div> <div class="c-breadcrumbs__item"> <a class="c-breadcrumbs__link" href="/resources"> Resources </a> <span class="c-breadcrumbs__sep">/</span> </div> <div class="c-breadcrumbs__item"> <a class="c-breadcrumbs__link" href="https://business.yelp.com/resources/events/"> Events </a> <span class="c-breadcrumbs__sep">/</span> </div> <div class="c-breadcrumbs__item"> <a class="c-breadcrumbs__link" href="/resources/events/on-demand"> On-demand Events </a> </div> </nav> </div> </section> <section class="o-section c-event-hero-on-demand"> <div class="o-wrapper o-wrapper--narrow "> <div class="c-event-hero-on-demand__category-tag"> <a class="c-post-tag" href="https://business.yelp.com/resources/events/on-demand/"> On-demand Event </a> </div> <h1 class="h2 c-event-hero-on-demand__title"> Yelp Ad Summit 2023 </h1> <aside class="c-event-hero-on-demand__meta"> <div class="c-event-hero-on-demand__meta-item c-event-hero-on-demand__meta-item--date"> <svg class="c-event-hero-on-demand__meta-icon o-icon" xmlns="http://www.w3.org/2000/svg" width="20.5" height="21.5" viewBox="0 0 20.5 21.5"> <g id="Group_14" data-name="Group 14" transform="translate(-0.646 -0.505)"> <g id="Group_16" data-name="Group 16" transform="translate(1.396 1.264)"> <line id="Line_40" data-name="Line 40" x1="19" transform="translate(0 7.991)" fill="none" stroke="#2d2e2f" stroke-width="1.5"/> <rect id="Rectangle_354" data-name="Rectangle 354" width="19" height="18" rx="5" transform="translate(0 1.991)" fill="none" stroke="#2d2e2f" stroke-linecap="square" stroke-width="1.5"/> <line id="Line_41" data-name="Line 41" y2="4" transform="translate(5 -0.009)" fill="none" stroke="#2d2e2f" stroke-linecap="round" stroke-linejoin="round" stroke-width="1.5"/> <line id="Line_42" data-name="Line 42" y2="4" transform="translate(14 -0.009)" fill="none" stroke="#2d2e2f" stroke-linecap="round" stroke-linejoin="round" stroke-width="1.5"/> </g> </g> </svg> Recorded September 21, 2023 </div> <div class="c-event-hero-on-demand__meta-item c-event-hero-on-demand__meta-item--speakers"> <svg class="c-event-hero-on-demand__meta-icon o-icon" xmlns="http://www.w3.org/2000/svg" width="19.5" height="18.5" viewBox="0 0 19.5 18.5"> <g id="Group_18" data-name="Group 18" transform="translate(0.75 0.25)"> <g id="Group_20" data-name="Group 20" transform="translate(0 0.5)"> <path id="Path_1087" data-name="Path 1087" d="M23.085,23.011h0A3.085,3.085,0,0,1,20,19.926v-.841a3.085,3.085,0,1,1,6.169,0v.841A3.085,3.085,0,0,1,23.085,23.011Z" transform="translate(-14.391 -11.9)" fill="none" stroke="#2d2e2f" stroke-linecap="square" stroke-width="1.5"/> <path id="Path_1088" data-name="Path 1088" d="M13.529,49.353A4.208,4.208,0,0,1,17.307,47H19.55a4.215,4.215,0,0,1,3.778,2.353" transform="translate(-9.735 -34.206)" fill="none" stroke="#2d2e2f" stroke-width="1.5"/> <ellipse id="Ellipse_86" data-name="Ellipse 86" cx="9" cy="8.5" rx="9" ry="8.5" transform="translate(0 0)" fill="none" stroke="#2d2e2f" stroke-linecap="square" stroke-width="1.5"/> </g> </g> </svg> Raja Rajamannar, Jon Asher, Krista Lang, Eric Gombo, Paul Baumgarthuber, Madan Bharadwaj, Scott Symonds, Joshua Xu, David Berkowitz, Nick Miaritis, Shannon Pruitt, Bing Chen, Louis Carr, Maya Warburg, Stacy Moss, RJ Keeney, Jeff Lin </div> </aside> <div class="c-event-hero-on-demand__video"> <div class="c-video c-event-hero-on-demand__video-iframe js-video-container"> <div class="c-video__player js-youtube-player" data-video-id="WCQAJweoPlU" data-autoplay=""></div> <div class="c-video__overlay js-video-overlay"> <div class="c-video__poster js-video-poster"> <img class="c-video__poster-image" src="https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg-300x169.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg-600x338.webp 600w, https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg-752x423.webp 752w, https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg-1200x675.webp 1200w, https://business.yelp.com/wp-content/uploads/2023/07/Yelp-Ad-Summit-Video-jpg.webp 2400w" sizes="(max-width: 120px) 240px, (max-width: 283.5px) 567px, (max-width: 328px) 656px, (max-width: 150px) 300px, (max-width: 300px) 600px, (max-width: 376px) 752px, (max-width: 600px) 1200px, 2400px" alt="" > </div> <button class="c-video__play-button"> <svg class="c-video__play-icon o-icon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 42 56"> <path d="M41.56,27.17L1.56,.17C1.1-.14,.48-.02,.17,.44,.06,.61,0,.8,0,1V55c0,.55,.45,1,1,1,.2,0,.39-.06,.56-.17L41.56,28.83c.46-.31,.58-.93,.27-1.39-.07-.11-.16-.2-.27-.27Z" fill="#000"/> </svg> </button> </div> </div> </div> </div> </section> <section class="o-section s-single-event__description"> <div class="o-wrapper o-wrapper--narrow"> <div class="s-standard-content s-single-event__description-content"> <h3 style="text-align: center;">Thanks to everyone who joined us for the first Yelp Ad Summit! Watch our keynote session above with Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, and see the recordings of all other sessions below.</h3> <hr /> <p>Taking place on September 21, 2023, the first Yelp Ad Summit brought together top brands, agencies, and advertising technology companies for a day of thought-provoking discussion and actionable advice about the hottest trends in advertising and marketing today. Advertising professionals–from brand marketers to media buyers–had the opportunity to learn from experts about what’s next for the ad industry across topics like AI, attribution, customer loyalty, and the value of local advertising.</p> <p><span id="session">The summit kicked off with a fireside chat featuring Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard and Tom Foran, Senior VP and Head of Go-To-Market of National at Yelp. </span><br /> <a id="keynote"></a></p> <hr /> <h3>Fireside Chat with Raja Rajamanna</h3> <div class="c-video js-video-container"> <div class="c-video__player js-youtube-player" data-video-id="WCQAJweoPlU" data-autoplay=""></div> <div class="c-video__overlay js-video-overlay"> <div class="c-video__poster js-video-poster"> <img decoding="async" class="c-video__poster-image" src="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-png.webp" srcset="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-656x540.webp 656w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-300x169.webp 300w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-600x338.webp 600w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-752x423.webp 752w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-png.webp 1200w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-png.webp 2400w" sizes="(max-width: 120px) 240px, (max-width: 283.5px) 567px, (max-width: 328px) 656px, (max-width: 150px) 300px, (max-width: 300px) 600px, (max-width: 376px) 752px, (max-width: 600px) 1200px, 2400px" alt="" > </div> <button class="c-video__play-button"> <svg class="c-video__play-icon o-icon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 42 56"> <path d="M41.56,27.17L1.56,.17C1.1-.14,.48-.02,.17,.44,.06,.61,0,.8,0,1V55c0,.55,.45,1,1,1,.2,0,.39-.06,.56-.17L41.56,28.83c.46-.31,.58-.93,.27-1.39-.07-.11-.16-.2-.27-.27Z" fill="#000"/> </svg> </button> </div> </div> <p>Hear from iconic Mastercard Marketing and Communications Officer, and author of Quantum Marketing, Raja Rajamannar, speak with Tom Foran, the SVP and Head of Go-To-Market, National at Yelp.<br /> <a id="local"></a></p> <hr /> <h3>The Power of Local Advertising in Reaching Target Audiences</h3> <div class="c-video js-video-container"> <div class="c-video__player js-youtube-player" data-video-id="L61V9gQxwgw" data-autoplay=""></div> <div class="c-video__overlay js-video-overlay"> <div class="c-video__poster js-video-poster"> <img decoding="async" class="c-video__poster-image" src="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png.webp" srcset="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png-656x540.webp 656w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png-300x169.webp 300w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png-600x338.webp 600w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png-752x423.webp 752w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png.webp 1200w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-1-png.webp 2400w" sizes="(max-width: 120px) 240px, (max-width: 283.5px) 567px, (max-width: 328px) 656px, (max-width: 150px) 300px, (max-width: 300px) 600px, (max-width: 376px) 752px, (max-width: 600px) 1200px, 2400px" alt="" > </div> <button class="c-video__play-button"> <svg class="c-video__play-icon o-icon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 42 56"> <path d="M41.56,27.17L1.56,.17C1.1-.14,.48-.02,.17,.44,.06,.61,0,.8,0,1V55c0,.55,.45,1,1,1,.2,0,.39-.06,.56-.17L41.56,28.83c.46-.31,.58-.93,.27-1.39-.07-.11-.16-.2-.27-.27Z" fill="#000"/> </svg> </button> </div> </div> <p>Eric Gombo (SVP of Performance Media at Spark Foundry), Krista Lang (Senior Director, Media Strategy & Planning at Focus Brands), and Jon Asher (Chief Marketing Officer at Nekter Juice Bar) dive into the challenges, best tools, and impact local advertising has for national brands.<br /> <a id="last-click"></a></p> <hr /> <h3>The Folly of Last-Click Attribution</h3> <div class="c-video js-video-container"> <div class="c-video__player js-youtube-player" data-video-id="i0RbSWjKcVs" data-autoplay=""></div> <div class="c-video__overlay js-video-overlay"> <div class="c-video__poster js-video-poster"> <img decoding="async" class="c-video__poster-image" src="https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png-656x540.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png-300x169.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png-600x338.webp 600w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png-752x423.webp 752w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png.webp 1200w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-2-png.webp 2400w" sizes="(max-width: 120px) 240px, (max-width: 283.5px) 567px, (max-width: 328px) 656px, (max-width: 150px) 300px, (max-width: 300px) 600px, (max-width: 376px) 752px, (max-width: 600px) 1200px, 2400px" alt="" > </div> <button class="c-video__play-button"> <svg class="c-video__play-icon o-icon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 42 56"> <path d="M41.56,27.17L1.56,.17C1.1-.14,.48-.02,.17,.44,.06,.61,0,.8,0,1V55c0,.55,.45,1,1,1,.2,0,.39-.06,.56-.17L41.56,28.83c.46-.31,.58-.93,.27-1.39-.07-.11-.16-.2-.27-.27Z" fill="#000"/> </svg> </button> </div> </div> <p>We take a deep dive on how to best measure the effectiveness of your advertising, while particularly examining the folly of last click attribution. Hear from Scott Symonds (General Manager, Client Services at The Trade Desk), Madan Bharadwaj (CEO and Founder at M^2), and Paul Baumgarthuber (Chief Marketing Officer at LaserAway).<br /> <a id="loyalty"></a></p> <hr /> <h3>Refocusing the Consumer-Brand Relationship on Loyalty</h3> <div class="c-video js-video-container"> <div class="c-video__player js-youtube-player" data-video-id="JLyod1yg97Q" data-autoplay=""></div> <div class="c-video__overlay js-video-overlay"> <div class="c-video__poster js-video-poster"> <img decoding="async" class="c-video__poster-image" src="https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png-656x540.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png-300x169.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png-600x338.webp 600w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png-752x423.webp 752w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png.webp 1200w, https://business.yelp.com/wp-content/uploads/2023/07/Ad-Summit-Slides-FINAL-3-png.webp 2400w" sizes="(max-width: 120px) 240px, (max-width: 283.5px) 567px, (max-width: 328px) 656px, (max-width: 150px) 300px, (max-width: 300px) 600px, (max-width: 376px) 752px, (max-width: 600px) 1200px, 2400px" alt="" > </div> <button class="c-video__play-button"> <svg class="c-video__play-icon o-icon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 42 56"> <path d="M41.56,27.17L1.56,.17C1.1-.14,.48-.02,.17,.44,.06,.61,0,.8,0,1V55c0,.55,.45,1,1,1,.2,0,.39-.06,.56-.17L41.56,28.83c.46-.31,.58-.93,.27-1.39-.07-.11-.16-.2-.27-.27Z" fill="#000"/> </svg> </button> </div> </div> <p>Hear from Maya Warburg (Director, Brand & Industry Partnerships at The Ad Council), Stacy Moss (Director of Brand Marketing at Noodles & Company), Jeff Lin (Director, Media & Growth at sweetgreen) and RJ Keeney (Digital Media Lead at Panera Bread) as they discuss how marketers should be re-examining the consumer-brand relationship as a framework for brand management, consumer loyalty, and future marketing strategies, particularly as we head for a cookieless world.<br /> <a id="inclusive"></a></p> <hr /> <h3>Thinking about Inclusive Advertising</h3> <div class="c-video js-video-container"> <div class="c-video__player js-youtube-player" data-video-id="-cBDKBwABnQ" data-autoplay=""></div> <div class="c-video__overlay js-video-overlay"> <div class="c-video__poster js-video-poster"> <img decoding="async" class="c-video__poster-image" src="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png.webp" srcset="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png-656x540.webp 656w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png-300x169.webp 300w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png-600x338.webp 600w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png-752x423.webp 752w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png.webp 1200w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-4-png.webp 2400w" sizes="(max-width: 120px) 240px, (max-width: 283.5px) 567px, (max-width: 328px) 656px, (max-width: 150px) 300px, (max-width: 300px) 600px, (max-width: 376px) 752px, (max-width: 600px) 1200px, 2400px" alt="" > </div> <button class="c-video__play-button"> <svg class="c-video__play-icon o-icon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 42 56"> <path d="M41.56,27.17L1.56,.17C1.1-.14,.48-.02,.17,.44,.06,.61,0,.8,0,1V55c0,.55,.45,1,1,1,.2,0,.39-.06,.56-.17L41.56,28.83c.46-.31,.58-.93,.27-1.39-.07-.11-.16-.2-.27-.27Z" fill="#000"/> </svg> </button> </div> </div> <p>What are the challenges and opportunities that arise from making DEI and responsible investment priorities in the ad industry? Bing Chen (CEO and Co-Founder at Gold House), Louis Carr (President of Media Sales at BET), and Shannon Pruitt (Global Chief Content and Partnership Innovation Officer at Stagwell) discuss.<br /> <a id="ai"></a></p> <hr /> <h3>The Accelerating Relationship Between AI and Advertising</h3> <div class="c-video js-video-container"> <div class="c-video__player js-youtube-player" data-video-id="yQIKRK8o3lw" data-autoplay=""></div> <div class="c-video__overlay js-video-overlay"> <div class="c-video__poster js-video-poster"> <img decoding="async" class="c-video__poster-image" src="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png.webp" srcset="https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png-656x540.webp 656w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png-300x169.webp 300w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png-600x338.webp 600w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png-752x423.webp 752w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png.webp 1200w, https://business.yelp.com/wp-content/uploads/2024/09/Ad-Summit-Slides-FINAL-5-png.webp 2400w" sizes="(max-width: 120px) 240px, (max-width: 283.5px) 567px, (max-width: 328px) 656px, (max-width: 150px) 300px, (max-width: 300px) 600px, (max-width: 376px) 752px, (max-width: 600px) 1200px, 2400px" alt="" > </div> <button class="c-video__play-button"> <svg class="c-video__play-icon o-icon" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 42 56"> <path d="M41.56,27.17L1.56,.17C1.1-.14,.48-.02,.17,.44,.06,.61,0,.8,0,1V55c0,.55,.45,1,1,1,.2,0,.39-.06,.56-.17L41.56,28.83c.46-.31,.58-.93,.27-1.39-.07-.11-.16-.2-.27-.27Z" fill="#000"/> </svg> </button> </div> </div> <p>Hear from Joshua Xu (CEO and Co-Founder at HeyGen), David Berkowitz (Founder at AI Marketers Guild), and Nick Miaritis (Chief Client Officer at VaynerMedia) as they discuss how AI is employed in the advertising industry and what might come of the future as new technologies are emerging.</p> </div> </div> </section> <section class="o-section s-single-event__tags"> <div class="o-wrapper o-wrapper--narrow"> <nav class="c-post-tags-wrapper"> <a href="https://business.yelp.com/topic/brands/" class="c-post-tag"> Brands </a> </nav> </div> </section> <section class="o-section c-event-speakers"> <div class="o-wrapper o-wrapper--narrow "> <h2 class="h3 c-event-speakers__title">Speakers</h2> <div class="c-event-speakers__speakers"> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Raja-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Raja-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Raja-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Raja-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Raja-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Raja-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Raja Rajamannar </h3> <p class="h6 c-event-speaker__title"> Chief Marketing & Communications Officer, Mastercard </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Fireside Chat</p> <p><span style="font-weight: 400;">Over the past decade, Raja Rajamannar has transformed Mastercard into one of the fastest-growing brands in the world. He is also a</span><span style="font-weight: 400;"> Wall Street Journal-bestselling author, and a frequent speaker and media commentator. His book, “Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers,” has become a touchstone for marketing leaders and academics around the world.</span></p> <p><span style="font-weight: 400;">Recently inducted into the Marketing Hall of Fame and Forbes’ Most Influential CMOs Hall of Fame, Raja has been recognized as one of Insider’s Most Innovative CMOs six times. He was also named Advertising Person of the Year by The AD Club of New York, and has a number of other accolades and awards as marketer.</span></p> <p><span style="font-weight: 400;">Originally from India, Raja received his bachelor’s degree in chemical engineering from Osmania University and Master of Business Administration from the Indian Institute of Management in Bangalore. He currently resides with his wife and younger son in the United States.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Jon-Asher-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Jon-Asher-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Jon-Asher-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Jon-Asher-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Jon-Asher-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Jon-Asher-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Jon Asher </h3> <p class="h6 c-event-speaker__title"> Chief Marketing Officer, Nekter Juice Bar </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Power of Activating National Advertising Locally</p> <p>As Chief Marketing Officer at Nekter Juice Bar, Jon Asher leads brand development and marketing, brand partnerships, franchise marketing, technology enhancement and innovation, menu innovation, and product development with a core focus on ensuring a fresh, frictionless and fun omnichannel marketing experience across all customer touchpoints in-store, online and out-of-home (OOH). He was responsible for transitioning Nekter’s loyalty program from punch cards to a pioneering mobile app with more than 1.3 million members and recently led a successful rebranding effort that helped propel Nekter Juice Bar to its position as one of the most successful next-gen juice bar brands in the country with more than 200 locations. Jon began his career as an Aerospace Analyst before switching over to marketing in the biotech, outdoor and fitness retail sectors, and now enjoys promoting a healthier lifestyle in the QSR space.</p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Krista-Lang-Green-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Krista-Lang-Green-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Krista-Lang-Green-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Krista-Lang-Green-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Krista-Lang-Green-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Krista-Lang-Green-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Krista Lang </h3> <p class="h6 c-event-speaker__title"> Sr. Director of Media & Planning, Focus Brands </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Power of Activating National Advertising Locally</p> <p>Krista is currently Sr. Director of Media Planning and Strategy at Focus Brands, home of seven loved food brands – Moe’s, McAlister’s, Cinnabon, Jamba, Auntie Anne’s, Carvel and Schlotzsky’s. Krista has spent her career leading omni-channel brands in Media Planning, Buying and Analytics across many industries. She has a passion for connecting the consumer with intentional content to drive action, all driven by robust data.</p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/RJ-Kenney-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/RJ-Kenney-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-Kenney-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-Kenney-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-Kenney-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-Kenney-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Eric Gombo </h3> <p class="h6 c-event-speaker__title"> Senior Vice President of Performance Media, Spark Foundry </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Power of Activating National Advertising Locally</p> <p>Eric is the Senior Vice President of Performance Media at Spark, responsible for overall development of Paid Search strategies and activation as well as partner relationships and team growth and development.</p> <p>Eric has a diverse background across various verticals with a focus on evolving SEM best practices and implementation. With 12 years experience in the Paid Search and Performance Media landscape, Eric oversees client teams across a umber of verticals including CPG, QSR, Finance, and Insurance verticals.</p> <p>Eric is an MBA graduate, and is based in New York, NY.</p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Paul-Baumgarthuber-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Paul-Baumgarthuber-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Paul-Baumgarthuber-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Paul-Baumgarthuber-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Paul-Baumgarthuber-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Paul-Baumgarthuber-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Paul Baumgarthuber </h3> <p class="h6 c-event-speaker__title"> CMO, Laseraway </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Folly of Last-Click Attribution</p> <p>Paul Baumgarthuber is a seasoned professional with over a decade of experience in the beauty and aesthetics industry. As the Chief Marketing Officer of LaserAway, he has played a pivotal role in the company’s growth and success, establishing it as a national leader in the field. Leveraging data-driven marketing techniques, he has helped expand the company to over 100 locations. Prior to joining LaserAway, Paul’s entrepreneurial background includes starting three companies, and he also has experience working in the agency world, where he developed expertise in entrepreneurship, business management, and growth marketing strategies. In his leisure time, he enjoys outdoor activities such as skiing and golfing, as well as spending time with his family.</p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Kristen-Pechacek-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Kristen-Pechacek-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Kristen-Pechacek-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Kristen-Pechacek-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Kristen-Pechacek-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Kristen-Pechacek-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Madan Bharadwaj </h3> <p class="h6 c-event-speaker__title"> CEO and Founder, M^2 </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Folly of Last-Click Attribution</p> <p><span style="font-weight: 400;">Madan Bharadwaj is a leading expert in advanced marketing measurement systems. Over 15 years and 4 attribution startups, he has brought breakthrough innovations like multi-touch attribution and incrementality testing to market that is helping marketers navigate away from last click attribution.</span></p> <p><span style="font-weight: 400;">Most recently, Madan founded M^2 to shape a methodology-agnostic framework to solve for attribution. He teaches the framework in the industry’s first advanced attribution masterclass, and helps brands access high quality attribution talent and services through the M^2 attribution services marketplace.</span></p> <p><span style="font-weight: 400;">Madan has worked with 100s of large and emerging brands across retail, eCommerce, telco, finance, insurance, auto and CPG. Madan holds a master’s degree in Computer Engineering from University of Central Florida and a bachelor’s degree in Electronics and Communication engineering from University of Madras.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Scott-Symonds-2-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Scott-Symonds-2-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Scott-Symonds-2-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Scott-Symonds-2-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Scott-Symonds-2-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Scott-Symonds-2-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Scott Symonds </h3> <p class="h6 c-event-speaker__title"> General Manager, Client Services, The Trade Desk </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Folly of Last-Click Attribution</p> <p><span style="font-weight: 400;">Scott is the General Manager, Client Services, for the Trade Desk for San Francisco/Pacific Northwest. In his role he helps drive client business growth through programmatic best practice and partnership in solving for the hottest growth sectors in marketing – identity, retail media, and CTV – on the industry leading Trade Desk platform.</span></p> <p><span style="font-weight: 400;">Prior to the Trade Desk Scott worked client side at Purple Innovation (mattresses) where he was VP Growth and Advertising supporting all aspects of Purple’s wholesale, owned retail, and online measurement and revenue growth.</span></p> <p><span style="font-weight: 400;">Prior to Purple Scott lead media groups for Agency.com (Omnicom) and AKQA (WPP) for 20+ years managing P&Ls and building teams to solve for all the major growth eras of digital media age including desktop, search, mobile, social, video, commerce, and programmatic – and for clients including Clorox, Uber, Audi, Gap, Visa, Coke, and many others.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Joshua-Xu-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Joshua-Xu-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Joshua-Xu-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Joshua-Xu-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Joshua-Xu-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Joshua-Xu-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Joshua Xu </h3> <p class="h6 c-event-speaker__title"> CEO and Co-founder, HeyGen </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Accelerating Relationship Between AI and Advertising</p> <p><span style="font-weight: 400;">Joshua is the CEO and Co-founder of HeyGen, a next-gen generative AI video platform with customizable AI avatars, right from your browser. He previously worked at Snapchat from 2014 to 2020, one of the founding engineers built Snapchat Ads.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/David-Berkowitz-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/David-Berkowitz-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/David-Berkowitz-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/David-Berkowitz-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/David-Berkowitz-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/David-Berkowitz-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> David Berkowitz </h3> <p class="h6 c-event-speaker__title"> Founder, AI Marketers Guild </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Accelerating Relationship Between AI and Advertising</p> <p><span style="font-weight: 400;">David Berkowitz is the founder of the AI Marketers Guild community and the FOAF.pro fraction-of-a-fractional CXO network. Previously, he held marketing and strategy leadership roles with omnichannel ad tech platform Mediaocean, social listening firm Sysomos, Publicis agency MRY, and Dentsu agency 360i. He has contributed more than 600 columns to outlets such as Advertising Age, MediaPost, VentureBeat, and Adweek, and he has spoken at more than 400 events globally. </span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Nick-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Nick-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Nick-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Nick-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Nick-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Nick-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Nick Miaritis </h3> <p class="h6 c-event-speaker__title"> Chief Client Officer, VaynerMedia </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: The Accelerating Relationship Between AI and Advertising</p> <p>Nick Miaritis is Chief Client Officer at VaynerMedia, based out of the New York office. He joined the agency in 2018 and is tasked with leading brand partnerships, accelerating growth, and helping build and deploy new agency capabilities. Prior to joining Vayner, Nick spent 12 years at Saatchi & Saatchi, where he worked around the globe with many of the agency’s brand partners and led teams that created some of the most recognized campaigns in the industry including the Cannes Grande Prix winning “It’s a Tide Ad” Super Bowl program and Miller High Life’s “One Second Ad.” He is also the co-founder of the popular trivia app, FleetWit, adviser to payments platform Prizeout, and adviser to Pro Sports League, Athletes Unlimited.</p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Shannon-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Shannon-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Shannon-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Shannon-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Shannon-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Shannon-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Shannon Pruitt </h3> <p class="h6 c-event-speaker__title"> Global Chief Content and Partnership Innovation Officer, Stagwell </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Thinking About Inclusive Advertising</p> <p><span style="font-weight: 400;">As the Global Chief Content Officer of Stagwell Media Network, a global full-service marketing and communications group, Pruitt partners with agency CEOs, clients, publishers, creative, entertainment, sports and gaming companies to develop innovative partnerships, products and solutions to grow and scale the businesses and their offerings. She and her team develop and support brand-driven customer experiences in everything from traditional publisher environments to Web 3.0. </span></p> <p><span style="font-weight: 400;">Pruitt has spent 20 years at the forefront of marketing and monetization for global clients, distribution companies, and IP rights holders. Pruitt has extensive consumer engagement and marketing experience from her prior roles as Chief Marketing Officer of The Honest Company, Co-founder and President of Dentsu’s The Story Lab, and Chief Content Officer at Carat. She has also previously built and led integrated marketing and sales teams at global production powerhouses Fremantle Media, Mark Burnett Productions, Warner Bros, 19 Entertainment, and Octagon, where was responsible for the strategy and activation of MasterCard’s FIFA World Cup, Major League Baseball and the NFL sponsorships.</span></p> <p><span style="font-weight: 400;">She is a proud mother of 3 children, speaks Japanese, and is an active philanthropist for Angelman Syndrome among other causes.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Bing-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Bing-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Bing-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Bing-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Bing-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Bing-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Bing Chen </h3> <p class="h6 c-event-speaker__title"> Executive Chairman, Chief Executive Officer and Co-founder, Gold House </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Thinking About Inclusive Advertising</p> <p><span style="font-weight: 400;">Bing Chen is an impact founder, investor, and new world builder. He is Executive Chairman and Founder of AU Holdings: a family of companies that incubate and invest in multicultural creators, companies, and communities to rebalance socioeconomic equity. He is also Executive Chairman, Chief Executive Officer, and Co-founder of Gold House that powers cultural change by uniting, investing in, and championing Asian Pacific communities. He is also General Partner and Co-founder of Aum Group, a premier multicultural film fund; and serves as a Board Director and Advisor to several leading digital media companies. Previously, he was YouTube’s Global Head of Creator Development and Management, where he was one of the original and principal architects of the multi-billion dollar creator and influencer ecosystem that supports 300 million creators worldwide. He is a Hollywood Reporter Next Gen Leader and Most Influential Agent of Change; Forbes 30 Under 30 honoree; American Advertising Federation Hall of Achievement and Jack Averett honoree; ABC News History Maker; Fast Company Brand That Matters; Milken Institute Young Leaders Circle Member; PTTOW! Member; ADCOLOR Catalyst Honoree; Asia Society Asia 21 Young Leader; and Asian Chamber of Commerce Entrepreneur of the Year. Bing is a third culture kid across North America and Asia, finally graduating from the University of Pennsylvania. He was born in Knoxville, Tennessee, which becomes obvious at $11.99 buffets.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Louis-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Louis-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Louis-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Louis-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Louis-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Louis-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Louis Carr </h3> <p class="h6 c-event-speaker__title"> President of Media Sales, BET </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Thinking About Inclusive Advertising</p> <p>Louis Carr has been with BET Networks for 36 years, serving as the President of Media Sales for the last 21 years. During his tenure with the company, Carr has transformed the multicultural space for some of the world’s biggest brands. Through strategic partnerships with corporations like Procter & Gamble, Unilever, McDonald’s, General Motors, Facebook, Apple, and many more, he has been a guide and a consultant on opportunities that exist within black and brown communities. Through his deep understanding of linear TV, digital and social platforms, he has made BET Networks the number one brand and choice for Black consumers. Carr’s mantra, “Be led by data and insights,” has driven BET to have the largest repository of information on Black consumers than any other media company worldwide. His understanding of this data has inspired him to create content and messages that help marketers sell products and services and help them become good corporate citizens.</p> <p>In addition to Carr’s stellar professional career, he has had a long-term commitment to young people and his community. Carr founded the Louis Carr Internship Foundation (LCIF) 19 years ago to help improve diversity in corporate America through paid internships. The foundation has provided 200 paid internships, in which 61 alumni now have full-time jobs within the industry. He has also created The Blueprint Men’s Summit and The Blueprint Connect Podcast, which bring together some of Black America’s high profile thought leaders to educate Black men in the areas of Finance, Health, Careers, Relationships, and Entrepreneurship. Staying true to his commitment of giving back, Carr launched his latest brand called WayMaker. He purposed this initiative to help provide direction, wisdom and inspiration to people wanting to grow their life and change the world. Through the quarterly WayMaker Journal and other avenues, the umbrella brand offers insight from subject matter experts across a wide range of fields.</p> <p>Carr has been recognized by theboardiQ as a Top 100 Hall of Fame African American and was named one of the Most Influential Black Corporate Directors by Savoy Magazine. He was honored with the 2022 Media Award from the AEF (ANA Educational Foundation) for his outstanding contributions to the next generation of young, diverse advertising and marketing leaders. He has served on more advertising industry boards than any other African American. He held seats on the International Radio and Television Society (IRTS), the Video Advertising Bureau (VAB), the Advertising Council, and the American Advertising Federation (AAF).</p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Maya-Warburg-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Maya-Warburg-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Maya-Warburg-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Maya-Warburg-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Maya-Warburg-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Maya-Warburg-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Maya Warburg </h3> <p class="h6 c-event-speaker__title"> Director, Brand & Industry Partnerships, The Ad Council </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Refocusing the Consumer-Brand Relationship on Loyalty</p> <p><span style="font-weight: 400;">Maya leads large-scale collaborations with corporate and media partners to further the reach of the Ad Council’s social impact initiatives as their Director of Brand and Industry Partnerships. </span></p> <p><span style="font-weight: 400;">In her role, Maya o</span><span style="font-weight: 400;">versees the Media Team’s brand engagement, r</span><span style="font-weight: 400;">uns the Ad Council’s Impressions for Good program, which equips agencies and corporations with well-suited and impactful PSAs for creative and incremental media testing, and d</span><span style="font-weight: 400;">eepens relationships with C-suite leaders of our partner organizations to further brand and industry engaging</span></p> <p><span style="font-weight: 400;">When she’s not at work, Maya enjoys volunteering in her local community garden in Brooklyn and throwing mugs and bowls at her pottery studio.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Stacy-1-1-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Stacy-1-1-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Stacy-1-1-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Stacy-1-1-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Stacy-1-1-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Stacy-1-1-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Stacy Moss </h3> <p class="h6 c-event-speaker__title"> Director of Brand Marketing, Noodles & Co </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Refocusing the Consumer-Brand Relationship on Loyalty</p> <p><span style="font-weight: 400;">Stacy Moss is an accomplished marketing leader with over 15 years of experience. With her extensive background in marketing and creative strategies; optimizing ROI using data and insights; and omni-channel marketing; Stacy has accelerated Noodles’ loyalty, CRM, paid media, and integrated marketing capabilities in her role as Director of Brand Marketing. Stacy is passionate about building brands and challenging herself, and others, to come with fresh perspectives.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/RJ-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/RJ-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/RJ-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> RJ Keeney </h3> <p class="h6 c-event-speaker__title"> Digital Media Lead, Panera Bread </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Refocusing the Consumer-Brand Relationship on Loyalty</p> <p><span style="font-weight: 400;">His favorite You Pick 2 is Media Innovation and Strong Business Results, RJ Keeney is the Sr Manager, Media at Panera Bread. In his current role he leads media acquisition, winback, and retention for Panera’s Unlimited Sip Club across Digital channels with a focus on audience strategy and LTV measurement. Prior to brewing up subscriptions, he spent his career agency side across Search, Display, Social, AdTech, and Media Measurement at an Enterprise level.</span></p> </div> </div> </div> <div class="c-event-speaker js-event-speaker c-event-speaker--with-photo"> <div class="c-event-speaker__photo-wrapper"> <img class="c-event-speaker__photo" src="https://business.yelp.com/wp-content/uploads/2023/07/Jeff-600x600.webp" srcset="https://business.yelp.com/wp-content/uploads/2023/07/Jeff-240x160.webp 240w, https://business.yelp.com/wp-content/uploads/2023/07/Jeff-567x378.webp 567w, https://business.yelp.com/wp-content/uploads/2023/07/Jeff-656x656.webp 656w, https://business.yelp.com/wp-content/uploads/2023/07/Jeff-300x300.webp 300w, https://business.yelp.com/wp-content/uploads/2023/07/Jeff-600x600.webp 600w" sizes="(max-width: 480px) 240px, (max-width: 1134px) 567px, (max-width: 1312px) 656px, (max-width: 600px) 300px, 600px" alt="" > </div> <div class="c-event-speaker__content"> <h3 class="h4 c-event-speaker__name"> Jeff Lin </h3> <p class="h6 c-event-speaker__title"> Director, Media & Growth, sweetgreen </p> <div class="s-standard-content c-event-speaker__description js-event-speaker-description"> <p>Session: Refocusing the Consumer-Brand Relationship on Loyalty</p> <p>Jeff Lin is the Director of Media and Growth Marketing at sweetgreen. Sweetgreen started from three Georgetown students who were simply looking for a healthier way to eat near campus and 16 years later they’ve opened over 200 stores nationwide. Sweetgreen’s mission is building healthier communities by connecting people to real food. They do this by sourcing from local farmers whenever they can, focusing on sustainability, and always serving fresh, plant-forward food that taste great and makes you feel great. Jeff leads a team that oversees all media verticals including Social, Search, Programmatic, Traditional, and Direct Partnerships driving toward all key business objectives.</p> </div> </div> </div> </div> </div> </section> <section class="o-section c-event-transcript"> <div class="o-wrapper o-wrapper--narrow"> <div class="c-event-transcript__inner"> <aside class="c-transcript js-transcript"> <div class="c-transcript__header js-transcript-toggle"> <h2 class="h4 c-transcript__title"> Video transcript </h2> <div class="c-transcript__arrow-container"> <div class="c-transcript__arrow" aria-hidden="true"></div> </div> </div> <div class="c-transcript__content s-standard-content js-transcript-content"> <p><strong>Tom Foran:</strong> I’m excited to be joined now by Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard. He’s also president of Mastercard’s Healthcare Business. As many of you already know, Raja is a very accomplished global marketing executive with over 25 years of experience. He’s consistently recognized as an innovator and transformational leader. He’s won marketing innovation awards from Forbes Business Insider and the Ad Club of New York. He’s also the author of Quantum Marketing, a very insightful read that I highly recommend.</p> <p>Over the past decade, Raja has helped transform Mastercard into one of the top 10 most valuable brands in the world. Overseeing the iconic Priceless platform, he and his team are on the cutting edge of experiential multisensory marketing programs for consumers. So please use those emojis now to join me in welcoming Raja. Raja, thanks so much for joining us today.</p> <p><strong>Raja Rajamannar:</strong> Thank you very much, an absolute pleasure and delight to be here.</p> <p><strong>Tom Foran:</strong> Fantastic. So how about this, I wanted to kick things off with a quick icebreaker, lightning round. Are you game for that?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Absolutely.</p> <p class="js-hidden-paragraph"><strong>Tom Foran:</strong> All right. What was your first job?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar:</strong> My first job was actually a part-time job. I was an examiner for test of English as a foreign language students in India. That was my very first paid job, I would say.</p> <p class="js-hidden-paragraph"><strong>Tom Foran:</strong> Very good.</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar:</strong> It was a part-time job when I was a student.</p> <p class="js-hidden-paragraph"><strong>Tom Foran:</strong> Okay, got it. Very cool. What’s your favorite fall activity, since we’re what, one, two days away from fall starting?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar:</strong> Walking. Walking in a park, walking in nature. That’s my most favorite activity.</p> <p class="js-hidden-paragraph"><strong>Tom Foran:</strong> Love it. And what was the last thing you purchased on your Mastercard?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar:</strong> I bought groceries yesterday, so that was my last purchase.</p> <p class="js-hidden-paragraph"><strong>Tom Foran:</strong> Fantastic. I love it. Okay, great. So let’s dive in. Mastercard obviously is a widely renowned marketer and advertiser and the initiatives speak for themselves. Priceless, Strivers, Stand Up To Cancer. Can you just talk us through the initiatives that helped to build this reputation?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Yeah. See, one of the key disadvantages that Mastercard has is that it is wrongly perceived to be a credit card company. We are not a credit card company. We are a technology company. We offer the platform to the banks and the FinTech companies to issue their products. They can be credit cards, debit cards, prepaid cards, commercial cards, whatever, and they use our platform. But somehow because the name and the logo of Mastercard shows on every credit card, we came to be known as the credit card company.</p> <p>Now, credit card companies also have got this flack. In consumer’s minds, they say these credit card companies charge extraordinary interest rates and therefore they should be bad people. So there is a negative brand association for Mastercard in that context, which is what I had to work towards getting rid of when I joined Mastercard 10 years back. One of the first things I said is we need to have a clear purpose that is articulated and lived.</p> <p>When you pursue your purpose in a sincere way and when you serve people in a sincere way, profits will follow. That’s something which is very important. It’s a good pivot for us to say that. What can Mastercard do? What does Mastercard bring to the table and what can we do? For example, today Mastercard has more than 2.3 billion consumers around the world. 2.3 billion is not a small number, and we have got more than three and a half billion Mastercard cards in circulation around the world, and we are accepted at more than 100 million merchants around the world. We are present in 210 countries and territories and we deal with about 80,000 banks and FinTech companies around the world. This is a huge network.</p> <p>Can we bring the power of our network for the benefit of the consumer in a non-traditional way? Can we use this network and the power of this network to solve some of the biggest problems in the world? So we said, “What are the biggest problems?” Hunger, cancer or the climate change, et cetera. So we said, “Okay, let’s identify one that we’ll start focusing on and get into it.” So we decided to start here in the US with finding cures for cancer.</p> <p class="js-hidden-paragraph">A lot of people question, “What has Mastercard got to do with finding cures for cancer? You’re not a medical company, you’re not a pharmaceutical company.” But what we have been trying to do is to partner with a fantastic organization, not-for-profit organization called Stand Up To Cancer. And we started raising funds for them and helping them recruit some of the best cancer researchers in the world. Put five of them at a time on a problem of a type of cancer to find cures. And we started doing it very effectively. Typically, it takes 12 years for one drug to go from a molecule discovery stage to the FDA approval, but in this short 10 years, we already have eight drugs that have been found, discovered, and FDA approved.</p> <p class="js-hidden-paragraph">We don’t get credit for it. We don’t discover them. The entire thing is run by the not-for-profit organization, but we have been running the entire process seamlessly over the last 10 years. And then when consumers discover this and they find out about this, for example, at the MLB, we created something called the Stand Up Moment, where everyone writes the name of the person who they are standing up for and then they hold it and they stand up.</p> <p class="js-hidden-paragraph">No, that’s become one of the very iconic moments in the context of baseball, whether it is All Stars or World Series. We are truly making a difference and what happens is not only consumers feel very good about it, our employees feel extremely positive about it. Same thing, we worked with World Food Program for feeding poor children, and this is in underdeveloped countries and underdeveloped economies where people don’t even have, kids don’t even have one square meal a day, forget about three square meals, so we try to feed and so on.</p> <p class="js-hidden-paragraph">When we started doing this consistently, not for political correctness, not for getting PR soundbites, but we were doing it with a sincere intent and consistency, our brands started actually getting associated positively. And today we are one of the top most liked brands. The most recent study that had shown that we are the fourth most liked brand in the US. So from a category where we are seen as being evil to a stage where we have come through as being one of the most liked brands, that is to be transformation.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>Yeah. I mean, who knew doing the right thing could be good for business. That’s a great conclusion. In particular, could you talk a little bit more about Priceless? Because Stand Up To Cancer, I’m a huge baseball fan, I was definitely blown away seeing that on the World Series probably a couple of years ago. So that, again, made me more connected to your brand, as I’m sure it did millions of others. Priceless in particular, though, in my recollection seems to be when the brand burst through, from my perspective as a middle-aged person. I won’t date myself exactly. But it’s also I think been around since 1997 if I’m not mistaken. And so how have you and your team had this campaign still be relevant and evolve over those years and stay fresh?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Yeah. If you look at Priceless as a campaign, the fundamental premise is that there are things in life that are truly priceless that you cannot buy with money. Those are the things that you should concern yourself with. For everything else that’s trivial, literally, leave it to Mastercard to take care of it for you. This was the fundamental premise. It instantly connected with consumers. It hit the right nerve spot for the consumers and it has been doing very well.</p> <p>So in 2013 when I joined Mastercard, I inherited the campaign. I wish I could say that I created it, but I did not. I inherited one of the world’s most powerful campaigns and at that time when I had looked at the entire landscape, the landscape has changed quite a lot even by 2013 compared to when Priceless was originally pioneered in 1997. In 1997, there was no social media, mobile phones were not there. Internet was just about beginning. But the world has transformed so much, should we even have Priceless? Is it relevant? And if we do have it, is it working at the most effective way?</p> <p>Our answer was yes, it is very relevant, it is still resonating, but B, it stopped being very productive for us. It was not as effective and productive as it was in the earlier years of Priceless because people started getting used to it and then, once it happens, it doesn’t create the same cut through, it doesn’t create the same kind of an impact. So we said, “How do we reinvent Priceless?” So we said, “Firstly, Priceless till that time was essentially a platform that would identify priceless moments in people’s lives, showcase them in ads and celebrate them.” So instead of doing that, we said, “Can we curate and create priceless moments in people’s lives?”</p> <p>So therefore, from being an advertising-led marketing strategy, we pivoted to experiences-led marketing strategy. So from storytelling we went to what we call a story-making. This was one big thing. Second, Priceless was being used only in advertising, but we said, “Can we go through all four Ps of marketing? Which means can you infuse pricelessness into everything that we do? That was the second thing. And that change immediately gave a boost to our brand.</p> <p class="js-hidden-paragraph">Then in 2016, we went a step further, from Priceless moments that we curate and enable, can we get into Priceless movements, which is focusing on social movements, in a way that is authentic, consistent? Because if you are trying to fake it, consumers will see through it from a mile distance. So can we come up with stuff like that? And that really worked again very well for us. That was the next pivot that we have gone through.</p> <p class="js-hidden-paragraph">And now we have just actually launched our first couple of platforms. We’re seeing from Priceless movements to Priceless platforms. So where people can actually get into those platforms and be a part of the Priceless movement and Priceless moments in a very effective way. This is the kind of transformation that we have been going through. And the proof of the pudding that it is working very well for us is that today Mastercard is not only the world’s ninth most valuable brand as measured by Kantar and BrandZ. We have also been rated by Interbrand, for example, as one of the fastest risers, meaning one of the fastest growing brands in the world. So that’s the second thing.</p> <p class="js-hidden-paragraph">And we also went into areas like multisensory marketing where you leverage all the five senses of consumers to get into their hearts and minds and engage them effectively. And that has brought us to be the world’s number one audio brand for four years in a row. So this is the kind of journey that we are going on right now, going through right now, and it’s been working for us quite well.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>And I think that’s especially impressive cracking the top 10, given the predisposed notions of credit card companies as you mentioned earlier. So that transformation is even more impressive, in my view, and I’m sure in yours as well. Speaking of just the brand itself, I mean, you’re a two-sided marketplace, so you need to market to businesses and consumers. In your role and your team’s role, how do you effectively accomplish marketing to both audiences?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Yeah, in the olden days we used to talk about B2C marketing and B2B marketing and we had a third animal called B2B2C marketing, where you help your customers market to their consumers or to their customers. Now, it is a very fallacious kind of an approach to believe that B2B is different than B2C is different than B2B2C. We said it’s all human-to-human marketing. Now, I, as Raja, is exactly the same person, whether I’m in my office or at home. I make decisions motivated by me and my family at home.</p> <p>But the process is very similar or identical to what I go through at the office as well when I’m making decisions on behalf of Mastercard. Somehow in the marketing community there has been this dichotomy saying that, if you’re in a B2B situation, you are more rational, you are more data-driven, and you have to be more formal in your communication. And your communication has to be insipid, tasteless and unexciting. If you see the kind of B2B marketing that is generally prevalent, it’s not inspiring at all. But consumer marketing has advanced quite a bit.</p> <p>So what we said is this is not the way it has to be. If Raja is the same, Raja, I have the same aspirations, whether at home or at office, I have the same insecurities, I have the same fears, and I have the same dreams. So tap into those emotions irrespective of my context. But you need to make nuances in presenting. For example, if I’m Mastercard, somebody is pitching me for artificial intelligence solution, something of whatever it is, that it could be facts in a way that I can consume, but in a manner that appeals to me, which is exactly the same of how a shampoo or a soap is sold to me and there’s no difference. It’s an emotional connection that you require.</p> <p>This is the thing that we have done. And what we find is that, again, our B2B productivity has gone up so dramatically high that we have been having a disproportionate rate of growth at the industry level in our own industry. So that’s something which is working very well for us. And we have deployed technology equally in both B2B and B2C, and there our audiences are different, the forums are different, but the principles and the foundations are exactly the same.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>Yeah, makes sense. Yelp’s purpose is to connect consumers with great businesses. How do you define Mastercard’s brand purpose? I mean you touched on it a little bit earlier, but I’m just curious, how does purpose guide your marketing initiatives?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Yeah, before I jump into it, I wanted to acknowledge one thing, which is I’m a big user and a consistent user of Yelp.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>Love it.</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Yelp solutions are fantastic and irrespective of which solution I’m looking for, it’s there, whether it is a restaurant or it is a chiropractor or whatever it is, it’s all there. It’s so helpful. Thank you very much for what you do.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>That’s all right.</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>And when you look at Mastercard’s purpose, we have put it in a very small sentence. It is all about connecting everyone to priceless possibilities. We’re about connecting. Because we are a network, we connect people to whatever we connect them to and when you say connecting, everyone, so it’s not the rich and the famous, but it is across the entire spectrum of people. So connecting everyone, to what? To priceless possibilities. What is priceless to me may be very different to somebody who is an ultra-high net worth individual.</p> <p>And it might be very different than somebody who is at the bottom of the economic pyramid. What is priceless to each one of them is different. So we try to understand those and try to connect them to their possibilities, what could be possible for them. So we are talking about enabling, curating, connecting, et cetera. And that’s something which is what we see as our purpose. And this is something which is not meant to be only a corporate mission statement, but this is something which we try to live and bring it to life every single day.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>That’s great. And then, building on that a little bit, given, as you mentioned before, the vast reach of the company and just multiple countries, over a billion users, how do you localize and tailor that approach based upon the vast array of idiosyncratic messaging, cultural norms? I mean, it must be one of the most fascinating parts of your job, I would imagine, but I think this audience would really appreciate your perspective on delivering that message appropriately on a local basis, globally.</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Yeah. Firstly, what we try to do is to have a global strategy, global standards, global set of guidelines. The guidelines are more to define what you cannot do. Meaning don’t cross these lines because that will then start diluting the brand and diluting the brand consistency. These are all set centrally from here in the US. Now, we have got a total of five regions around the world. For example, Western Europe is one region, or Eastern Europe with Eastern Africa is one, Asia Pacific is one, Latin America is one and North America is one.</p> <p>And in each one of these regions we have got a head of marketing and communications. So we got an integrated function, we call it integrated marketing and communications. So we’ve got one head offer for this in each region and they’re reporting to me and they’re also report into the regional president of those particular regions. They take this strategy and try to firstly map, understand the region’s priorities and the region’s strategy. Now, business strategy I’m talking about. So they look at what, okay, in this region, Latin America priorities are not exactly the same as Asia Pacific priorities.</p> <p>So they identify what their priorities are. There are a lot of commonalities, but there are a lot of differences, too. So they take that and then say, “Okay, how can my marketing strategy be evolved from the global templates, so to speak, to support the business strategy?” Because we don’t do marketing for the sake of marketing, we’re doing marketing to accomplish three things. We want to build our brand consistently around the world and we want to protect our brand. So we are the brand stewards. This is number one. Number two, we want to fill the business. We want to be a force multiplier for the business. That’s the second thing we want to do. That’s where the overlap or the support or enablement of the business strategy comes in.</p> <p>And third, we want to be able to create a sustainable competitive advantage for Mastercard in every geography that we operate. So each regional head of IMC looks at their strategy from these three dimensions and map them to the business strategy and then they go from there. What we do centrally is we have got periodic touch base with each one of them. We are highly empowering the individual markets to do what they think is right, because sitting here in New York, you cannot control everything that happens around the world, but we have to make sure that everything is consistent. So what we try to do is to make sure that we have got regular touch bases, regular review of what is happening.</p> <p class="js-hidden-paragraph">We’ve got weekly updates on what activities are going on, which part of the country, and we have set up a system which is quite a robust system, which tells me today if I have to ask someone how much money are we spending behind Click to Pay, which is one of our initiatives, Click to Pay in Indonesia. They’ve got a system that will immediately pull it in two minutes. So we have got this started across various levels of aggregation. It can aggregate it, disaggregate it, it can dive into it layer up upon layer. It’s one of the strongest marketing databases that we have got, which gets updated in real time.</p> <p class="js-hidden-paragraph">This is how we manage, so we know where we are spending. For example, if I say, “How much are we doing for brand building activities?” I can just pull the data out in a minute so I know how our funds are being allocated and we have got exception reports which throw up saying that this is not in line with whatever. And then as far as the regions are concerned, the countries are concerned, we’ve got very regular touch base to review their activities, to review their strategies and so on. That’s how we bring it to life.</p> <p class="js-hidden-paragraph">But the whole thing is you need to have enough amount of flexibility and empowerment of the local teams to be able to operate in the most relevant way for their marketplaces. But at the same time, it cannot be a laissez-faire where everyone does what they think is the best thing, hence our strategic framework and the guiding templates and guidelines and standards.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>Yeah, makes sense. I mean, having those standards but then empowering the teams locally to deliver that message, it makes a ton of sense. You mentioned before that whether it’s B2B or B2C or B2B2C, I chuckle a little bit because I remember B2B2C when that first came out, thinking it was weird. And it’s great to hear that you thought so also and still think that’s strange. But obviously everyone’s a human being who needs marketing on a relatable level, on an impactful level, in particular, those small businesses are a really important customer segment for Mastercard. Can you walk us through specifically how you have worked with your team to really cultivate those relationships and build that segment out for the business?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Yeah. When you look at small businesses, we do two things. Number one is directly support them. Number two, we support them through our banks. Banks, which are our customers. So when you look at directly supporting them, we have started doing quite a lot of interesting things. For example, if you are a small business, say a small grocery store or a small laundry dry cleaner in some neighborhood, what we have done is we created a program called Digital Doors.</p> <p>These people, these small companies are not savvy enough from setting up their digital store. So the Digital Doors are essentially helping these small merchants to quickly get onto the net and set up their shop there. So anyone can go there and then we train them, we guide them, and then these people, they’re able to therefore amplify their total presence. Why is it only large companies need to have web presence and not these small people? So we have got everyone now getting on. That’s one example.</p> <p>Second, those merchants who are small and medium, their cybersecurity is fairly weak and they’re very vulnerable to hacks and all that stuff. So we have a service where we do a vulnerability testing for the websites and for the systems of these small companies, and then we plug them for them and we offer it as a service. That’s one kind of a thing. We also have focused on small businesses being set up by people from the economically weaker sections of the society and also from communities which need our support.</p> <p>For example, in the US we have got the Black women-started small businesses, as an example, and likewise we’ve got similar segments across the world where they have not been privileged enough to get the same kind of what you call opportunities like somebody else. So from that point of view, we said, “How can we over-pivot into that kind of a support?” And we have created a fund, I believe, which is about half a billion dollars to essentially support these folks.</p> <p class="js-hidden-paragraph">We have got mentoring that we do for these small businesses. We connect them with mentors, depending on what is most relevant to them, and we have got networking opportunities and so on. So this way, we are creating a whole community-led kind of activation. The second part of it is we work through the banks and we have got products for small businesses, various kinds of solutions, not just payment solutions but accounting solutions. They have got analytics solutions. Thinking, small businesses, how can they run their loyalty programs, et cetera? So we create that whole ecosystem which is used by the banks who then deal with these small business merchants. This is what we are doing around the world and, fortunately, attraction on this has been very strong and working very well year after.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>That’s great. Super insightful. I’m curious, if you harken back to your book, Quantum Marketing, I’m assuming you saw Oppenheimer, like most of the world, the movie Oppenheimer, or no, should I not make that assumption? And I think one of the great premises in your book is just the seismic change that’s effectively happening in marketing, given the, upon us already, I won’t even say forthcoming, the AI revolution, the fact that marketing’s going to be turned on its head. Obviously, you saw this coming before it’s even manifested itself seemingly overnight to probably a lot of us on this discussion. But can you take us through specifically how Mastercard is using AI and large-language models to improve your product and stay competitive and stay ahead of competitors?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Absolutely. Firstly, when you talk of AI, people automatically gravitate towards gen-AI,</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>Yeah, you’re right.</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>But it’s not generative-AI only. You should look at the entire full spectrum of AI. And we have been using all that stuff for more than 10 years at Mastercard, both within marketing and outside of marketing. Between five and six years back we started a complete, I believe a cutting edge and a revolutionary digital marketing engine with a healthy dose of AI and automation. We call it, very creatively, as the Mastercard Digital Marketing Engine. This is something which we started in Singapore, tested it extensively, and I’ll give a description of this so that you understand what I’m exactly trying to convey here.</p> <p>What we start off with the premise is that, in the social media, a lot of conversations are happening. The productivity and effectiveness of your communication is the best when what you’re talking about is relevant to the topic that is being currently discussed. There are zillions of topics which are being discussed. Where do you get it? Which conversations do you get into? Now, typically, you go for trending topics. Now, what we said is trending topics, everyone may jump onto them, but is there something like a micro trend?</p> <p>So we started the concept saying that, if there is a micro trend, which means the topic is trending for three days and then collapses and then goes off and then the next trend comes, et cetera, can we predict the micro trend because the duration for which it lasts is less than three days. That’s the first part of it. So we started using AI to analyze everything that’s happening in the environment and to predict that in the next 24 hours this new micro trend is going to start. Then we created a repository of all the communication aspects of Mastercard, all the offers, all the promotions and all the deals and everything else.</p> <p>This is the repository. So what the AI engine then does is, when it identified that this is going to be the next micro trend, it looks at the repository and says, “These are the things which are most relevant to this particular conversation.” It’s relevancy, it’s appropriateness, and how compelling could it be or not. So it predicts the success of the most relevant messaging or offer or deal.</p> <p class="js-hidden-paragraph">Then it creates a quick banner ad. At this point in time, we are just in the process of developing the video ads, but right now what is live is only banner ads. It creates a banner ad, one version, and then it creates a banner ad of the same content but a different version and starts doing A/B testing in real time and then it optimizes the design and comes out with a final version that this is what we are going with and it buys the most optimal media.</p> <p class="js-hidden-paragraph">And then it measures the response and it calculates the ROI. So it’s completely automated in that sense and powered heavily by AI. And by the time this is done, the next micro trend is already happening. So the entire creation of this will take us less than four minutes from concept to in-market. That’s how rapid things happen. This is something which we have launched and what we find is that the effectiveness or the productivity of this is almost four to eight times that of a previously optimized digital campaign on those same channels. So that’s not percentages, but you have gone four X to eight X, which is a vast amount of improvement, literally a step jump, that takes your dollars so much farther. And now we are rolling it out globally and we are seeing that kind of a thing. So this is something which has AI, we have been using it right successfully.</p> <p class="js-hidden-paragraph">Now, talking of the B2B context, for example, there is a bank which floats an RFP, and we have to respond to that RFP. We created what we call an RFP factory. So all the past RFPs have been fed into the system and what the answers were that we had given in the past to each one of the questions in each one of the RFPs and what the outcome has been for the company. And then, using AI now, we are able to create an RFP response, draft zero as we call it.</p> <p class="js-hidden-paragraph">It used to take us about six weeks in the past to come with a draft zero because the RFPs are so complex and so detailed. Now it takes under four hours and that’s a kind of leapfrogging of… And this is completely done by AI. And this is the kind of thing we are doing across different contexts across the company. We are staying ahead of the game as best as we can, and so far we have been successful, thank God.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>Incredible examples and just mind-boggling of the efficiency improvement from that and, frankly, freeing up time for people to do better things than-</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Exactly.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>… hunting down RFP responses and manually putting them together. So it seems like you could definitely thread that needle of efficiency, but also empowering human beings to be more impactful at the same time. Those are two great examples. You did mention measurement, though. I’d love to ask you a little bit about measurement because a lot of today’s viewers are either in that industry or it’s certainly relevant to a lot of the folks here. I’m curious just how do you go about measuring success? You mentioned the four to eight X and the AI’s impact in just creating a better campaign, but could you talk a little bit more about just how you and your team measure success and how you see that measurement evolving given the shifting sands in the marketplace as well?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Happy to. I’ll take you back to the three dimensions that we measure everything on. The first one, how is it moving the needle on my brand, on parameters that matter to us? This typically is not necessarily real time. It is a batch estimate. So we do it at certain periodicity, depending on the campaign, depending on the size of the investment behind that campaign. And then we measure, has this made any difference at all to our brand and moving the needle positively or at least holding it where it is without declining against competitive onslaught or whatever?</p> <p>Second, has it made any difference across the funnel for our business, whether it is simple click-throughs to conversion rates to lifetime values that are predicted or estimated, how is the entire thing going through? This is done more real time. The third thing, competitive advantage is, at this point in time measured through certain surrogates. And the surrogates are based on qualitative research, but the measurement is quantitative thereafter.</p> <p>So we formulate the hypothesis qualitatively and we measure the actual responses or actual results quantitatively. Now, let’s focus on the middle bucket. How does it move my business results? Now, when we look at it, one of the advantages that Mastercard has, unlike many other categories, is we know, if I have run a particular promotion, say, in Cincinnati, which is where I live, I want to find out if my campaign has done anything at all, if you have run something there.</p> <p>So we can easily track because we know the moment you are actually swiping your card or tapping your card. And if that is objective to get you to spend on my card, I know instantly that you have reacted, you have acted on it. And if I have a test and control, so I look at Columbus and then I look at Cincinnati, assuming that they are comparable, I can clearly see the difference between the two if my campaign is geo-targeted to Cincinnati zip codes, so I know instantly.</p> <p class="js-hidden-paragraph">But that’s not easily possible if I was marketing toothpaste, as an example, because there is a whole bunch of supply chain that is there and whether the things have flown off of the final shelf to the consumer’s hands is something which you cannot find out in real time. But whereas in our case we have this advantage.</p> <p class="js-hidden-paragraph">Number two, we started investing a few years, 10 years back, evolving proprietary ROI methodologies. We have acquired a number of companies which are very good at data analytics and we have created with their help and with what we had before, and also looking at some external models, we created our own proprietary methodologies, which give us these ROIs pretty much in real time and pretty much in a very robust fashion. And we keep validating and defining them all the time along the way, but this is how we broadly approach it.</p> <p class="js-hidden-paragraph">And like I said, Mastercard does have an unfair category advantage in terms of able to see the results in real time because, as I said, each time you are using your card, even before the transaction is approved, I get to see it. I will not know that it is Tom who is actually using it, but I know at an anonymized level and in an aggregated fashion whether the market has moved in that zip code or not.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>That’s super helpful. And specifically, I want to also give a note to the audience that we have three minutes left, so if anyone wants to ask a separate question from what I’m asking here, feel free to drop that in the chat. We’ll try to get that in. But just one last one if I may. Raja, on measurement in particular, just with the deprecation of Chrome cookies. I mean it might just be such that you have such great first-party data where that for you as a marketer is not necessarily a huge change or an impactful change, but do you see that strategy evolving or have you already put the wheels in motion to address, really, any of the aspects of the cookie going the way of the dodo here, which it seems like it’s on its way out?</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>I think that’s a very, very important question that you have asked. The key thing is, in my voluntary capacity, I’m also the president of World Federation of Advertisers and I’m also a board member of the ANA. So in both organizations, one of the things we are trying to grapple with is measurement and metrics, or metrics and measurement, and what would we do when the cookies actually disappear, and it is a significant concern.</p> <p>Now, there are a lot of solutions that are coming up and that Trade Desk is going to talk a little later. I don’t know if they are going to cover this or not, but they have got a kind of a solution. There are companies which are in Asia Pacific, which have got some kind of solutions that are coming up with, and of course the platforms themselves are trying to provide you a sandbox and those kind of solutions.</p> <p>What I would be most concerned about is today we are hopelessly under-prepared, as an industry. We need to have multiplicity of solutions that we have to test and start really scaling them, industrialize them so everyone can use them. And I would also be hesitant to put more power into the hands of the large media companies themselves. So you are literally giving the fox the responsibilities to guard the hen house. I don’t want to do that.</p> <p>So there has to be a good competitiveness. There has to be a dispersion of responsibilities for different parts of the ecosystem as opposed to the risks of concentration, and I think we are not there at all. We are woefully inadequate at this point in time. And, like I said, some companies, like Trade Desk, have been trying to move the needle. There have been coalitions that are also happening. There are what do you call those green room solutions or blue room solutions, depending on the geography.</p> <p class="js-hidden-paragraph">So you put your data, my data together in a third-party data room and then try to figure out and do some mapping and then things will disappear soon after, et cetera. Those kind of things are there, but they’re not programmatized, they’re not industrialized and they’re very ad hoc. And if you’re a tiny advertiser or a small advertiser, not everyone is blessed with very large budgets. If you’re a smaller advertiser, nobody is going to say, “Okay, give me your data and I’ll put my data and give it to you.” They say, “Oh, you’re too insignificant for me to put my data with you, just go away.” So how will this people manage it? It’s going to be very, very important. And that is a gap that we have right now, Tom.</p> <p class="js-hidden-paragraph"><strong>Tom Foran: </strong>Yeah. Well, I’m glad that you’re involved in helping come to the solution. I think we are very, very happy that you spent your time with us today. It’s just extremely educational for me. I know the group certainly appreciates it as well. I know we’re at time. I probably could talk for another two hours, but I want to make sure you’re able to participate and move on with your day. I just want to thank you so much, Raja, for taking the time, for really just giving us such thoughtful responses and just being so engaging. Thank you so much for joining us today.</p> <p class="js-hidden-paragraph"><strong>Raja Rajamannar: </strong>Thank you so much, Tom. I really appreciate the conversation and I appreciate the opportunity to share a few thoughts. Thank you so much.</p> </div> <div class="c-transcript__close"> <a class="c-transcript__close-link js-transcript-close" href="#"> Close </a> </div> </aside> </div> </div> </section> <section class="o-section o-section--1 o-section--pt-4 o-section--pb-0 o-section--bg-default o-section--border-rounded o-section--border-default o-module--resource-cards m-resource-cards js-static-resource-cards" data-excerpts="false"> <div class="o-wrapper"> <h2 class="m-resource-cards__title h2"> More Brands on-demand events </h2> <nav class="o-section c-related-content c-related-content--related m-resource-cards__cards"> <div class="o-wrapper "> <div class="c-related-content__cards c-related-content__cards--3"> <article class="c-resource-card c-resource-card--internal c-resource-card--event js-resource-card"> <a class="c-resource-card__image-container" href="https://business.yelp.com/resources/events/unlock-the-secrets-to-generating-high-quality-leads/" title="Unlock the secrets to generating 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