Sessions

SESSION 1 | The US at Large: Consumer, Cultural & Political Landscape
SESSION 2 | From Market Leader to Market Entry: Planning A Successful US Launch
SESSION 3 | The Biggest Vaccination Campaign in History: It’s Up to You

Session 1

THE US AT LARGE: CONSUMER, CULTURAL & POLITICAL LANDSCAPE
 
06 July 2021 | 4- 5 pm (CET) 
 

By Phil Cowdell – CEO Mediaplus Americas, Robert M. Schaul – Expert within the US government focused on security and mis-/disinformation & Zach Schwitzky – Co-founder and CEO at Limbik

 

The forces shaping today’s Dis-United States of America

 

The US today is more polarized than any time in history. The left and right are so far apart that almost no common ground exists for sound policy-making. Mis- and dis-information are rampant, fueled by both foreign and domestic rogue actors. And by far the biggest victims of these circumstances has been trust in institutions and the very idea of truth itself. From fake news, foreign influence, conspiracy theories and the dark web, this session will uncover some of the most fascinating and unprecedented forces shaping the consumer landscape today.

Session 2

FROM MARKET LEADER TO MARKET ENTRY: PLANNING A SUCCESSFUL US LAUNCH
 
08 July 2021 | 4- 5 pm (CET)
 

By Mona Gonzalez – President, Pereira O'Dell East & Lara Krug – Vice President Marketing US, Stella Artois, Anheuser-Busch

 

How global brands can plan a successful US entry
 

The US is one of the most ambitious, competitive and dynamic markets in the world and is considered the final frontier for brands with truly global aspirations. In the second session we will hear from our pioneering US creative shop Pereira O’Dell and from Lara Krug, Vice President Marketing at Stella Artois about their successful strategies for a US market entry. 

Session 3

THE BIGGEST VACCINATION CAMPAIGN IN HISTORY: IT’S UP TO YOU
 
13 July 2021 | 4- 5 pm (CET)
 

By Andrew O´Dell – CEO Pereira O’Dell, PJ Pereira – Founder & Creative Chairman Pereira O’Dell & Michelle Hillman – Chief Campaign Development Officer Ad Council

 

Inside one of the biggest, most difficult public service campaigns in history – and the decisions that led to a surprising strategy.

 

In December 2020, 50% of the country weren’t sure about getting the coronavirus vaccine. Pereira O’Dell worked with the AdCouncil to create a campaign that addressed hesitancy in a respectful and empathetic way, and one that could be open source so the entire marketing world could join in. “It’s  Up To You” is an idea architected for scale – to be used by many and to go everywhere. From grassroots activations at churches to informative notes on streaming TV; from “Know More” buttons on search engines to emotional stories told on television. Four former Presidents of the United States and their First Ladies joined the effort, and more than 300 publishers, tech platforms, agencies and brands are participating in  the project.

 

Join us for a peek inside this historical moment when the advertising industry and marketing ecosystem are being called to battle the greatest threat of our generation.

Contact

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Serviceplan International Roadshow

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