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Where Creativity, Cause and Tech Converge: Using AI to Eliminate Bias in Advertising
January 5 | 12:30 PM PT Join Sheri Bachstein, CEO and GM of IBM Watson Advertising & The Weather Company and Elise James-DeCruise, Chief Equity Officer of The Ad Council as they discuss discuss why it’s important for our industry to understand and address the problem of bias in advertising, share findings from IBM Watson Advertising’s ongoing research effort on this matter in collaboration with the Ad Council, and discuss how brands can take action to make a difference today. |
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Where Creativity, Cause and Tech Converge: Using AI to Eliminate Bias in Advertising
January 5 | 12:30 PM PT Join Sheri Bachstein, CEO and GM of IBM Watson Advertising & The Weather Company and Elise James-DeCruise, Chief Equity Officer of The Ad Council as they discuss discuss why it’s important for our industry to understand and address the problem of bias in advertising, share findings from IBM Watson Advertising’s ongoing research effort on this matter in collaboration with the Ad Council, and discuss how brands can take action to make a difference today. |
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Where Creativity, Cause and Tech Converge: Using AI to Eliminate Bias in Advertising
January 5 | 12:30 PM PT Join Sheri Bachstein, CEO and GM of IBM Watson Advertising & The Weather Company and Elise James-DeCruise, Chief Equity Officer of The Ad Council as they discuss discuss why it’s important for our industry to understand and address the problem of bias in advertising, share findings from IBM Watson Advertising’s ongoing research effort on this matter in collaboration with the Ad Council, and discuss how brands can take action to make a difference today. |
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Where Creativity, Cause and Tech Converge: Using AI to Eliminate Bias in Advertising
January 5 | 12:30 PM PT Join Sheri Bachstein, CEO and GM of IBM Watson Advertising & The Weather Company and Elise James-DeCruise, Chief Equity Officer of The Ad Council as they discuss discuss why it’s important for our industry to understand and address the problem of bias in advertising, share findings from IBM Watson Advertising’s ongoing research effort on this matter in collaboration with the Ad Council, and discuss how brands can take action to make a difference today. |
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Be sure to revisit this page often as we will continue to update the content with our recommendations for some of the industry's best AI advertising related stories, interviews and panels. In the meantime if you would like to learn more, visit our thought leadership on ibm.com/watson-advertisng.
Monday, October 17 at 12:15 pm et | Location: Market Line - 115 Delancey St, New York, NY; Stage - Insights Arena (virtual)
Weather is one of the most dynamic forces in consumers’ lives. It shapes our everyday behavior, emotions, and habits, drives workforce productivity and sentiment, is responsible for 90% of natural disasters, and ultimately affects trillions of dollars in global economic spend. Sheri Bachstein, the CEO of the world’s most trusted weather brand, The Weather Company, and GM of IBM Watson Advertising, will give us an exclusive look inside the market-leading business including why marketers find it critical to stand up a weather strategy.
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PANEL
Advertising in Uncertain Times: Adapt Your Messaging to Today's Environment
Robyn McRae, Global VP of Paid Media & Marketing Automation at IBM, joined panelists from DIRECTV ADVERTISING, VAB and GroupM North America to discuss how advertisers can best navigate uncertain times, strategize for growth and engage consumers in the right way ahead of a forecasted recession.
INTERVIEW
The Climate is Changing IRL and in Advertising
Weather shapes consumer behavior, drives workforce productivity and affects trillions of dollars in global economic spend.
In this interview, Sheri Bachstein, CEO of The Weather Company and GM of IBM Watson Advertising and Weather, gave an exclusive look inside the world’s most trusted weather brand and explained:
• How brands can evolve their strategy to go from being a utility that people need to a utility brand that people want
• Why partnering and bundling can be the secret to unlocking new audiences and revenue streams
• How increasingly severe weather is blurring the lines between conventional seasonal norms and requiring businesses to invest in weather forecasting and weather strategy.
PANEL
The Future Is Bright for OOH
Out-of-home (OOH) has grown from an emerging channel to an evolving USD 10 billion industry with expected 2022 growth of over 30%.
In this panel, David Olesnevich, Head of Product for IBM Watson Advertising, joined colleagues from Lamar, The Trade Desk and OAAA to discuss OOH’s immense potential, why marketers should care about OOH’s real-time measurement capabilities and the impact on marketing attribution, planning and budgeting.
PANEL
A Perfect Storm of Nature and Nurture: How Weather Supercharges Storytelling
Julie Saxon, Chief Revenue Officer at The Weather Company and IBM Watson Advertising, joined directors from Evian and digital agency, Wavemaker, to discuss the pervasive influence of weather on their campaigns and how weather-driven impacts align with their brand values of sustainability and inclusivity.
• “Weather empowers us to be able to be more personalized, and find those patterns of behaviors and tap into the moods and needs of the consumer to really find where they’re more likely to purchase and drive that behavior.”
- Kelly Howard | Partner, Group Planning Director at Wavemaker
• “We owe everything to nature as a brand…we've also started looking at how we integrate nature and the local weather circumstances into the strategy. So there's this natural link between weather and water consumption and Evian. So it's been really great to learn through this partnership on weather targeting as well, about how we can really build that consumer relevance in such a localized and targeted way.”
- Leeni Hamalainen | Marketing Director, Evian at Danone North America
PANEL
Purpose: Does it Really Boost Business?
Joined by thought leaders from PepsiCo and Anheuser-Busch, IBM's VP of Brand Strategy & Messaging, Teresa Yoo, discussed how the prevalence of purpose communication makes it increasingly difficult to stand out and create meaningful conversations with stakeholders.
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Marketing Leadership Summit
FIRESIDE CHAT
In Conversation with The Weather Company CMO Randi Stipes
Randi Stipes, VP of IBM Brand Marketing and CMO at The Weather Company & IBM Watson Advertising, joined Jon Kaiser, SVP of Industries & Advertisers at Nielsen, to speak about how The Weather Channel is defining the concept of a utility brand.
This conversation included best practices for driving relevancy and influence, and previewed how The Weather Channel will evolve its thinking about weather’s role in consumers’ lives.
• “We're starting to take that same decisioning that someone can buy on our owned and operated properties and making it available across the ecosystem. Because recognizing that weather does impact everyone's life, we want to make sure that [our clients] are not confined to a walled garden, that they can use that same intelligence and that same decisioning to drive their marketing campaigns wherever they run.”
- Randi Stipes, VP of IBM Brand Marketing and CMO at The Weather Company & IBM Watson Advertising
FIRESIDE CHAT
In Conversation with PepsiCo Marketing SVP Tina Mahal
Julie Saxon, Chief Revenue Officer at IBM Watson Advertising and Weather, interviewed Tina Mahal, VP of Brand Marketing at Frito-Lay, North America, PepsiCo, about owning the conversation during major cultural moments, using data-driven thinking and insights to inform strategy and leading through change in the current paradigm of work.
Highlights included:
• How Frito-Lay found authentic connections with consumers and contemporized their brand with a focus on women’s sports
• Why collaborations with Normani, Megan Thee Stallion and FIFA have allowed Frito-Lay to show up in a unique and creative way that connects with consumers
• Two key elements to springboard marketers’ energy and leadership style
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FIRESIDE CHAT
Forecasting Personalization For The Privacy-Safe World
Few things are more influential than weather, making it a foundational data signal for consumer personalization.
In this session, Doug Boccia, Head of Partnerships at IBM Watson Advertising, and Sahil Gupta, Director of Business Development at Adobe, described how weather data can offer a valuable perspective on non-obvious factors that drive meaningful outcomes. See the deck.
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July 21 | 1:00 pm et Join Dave Olesnevish (IBM Watson Advertising) and Jackie Vanover (MediaMath) as they discuss how marketers can lean into advanced tech like AI to promote transparency and creativity for an elevated digital experience that does not rely on the relics of the past.
