What Would Brands Do?

At a conference last week, investment banker Terence Kawaja put an empty chair on stage to jokingly represent the missing marketer. It’s a fact of life in the digital media industry: the voice of brands, who are what makes the whole sector work, are too often missing.

Digiday hopes to change that. We’ve significantly increased our coverage of brands in digital media, explaining what they’re doing and, more importantly, why they’re doing it. We’ve gotten frank advice from brands about what they really think of agencies and social media. Now we’re putting brands front and center at an event.

The Digiday Brand Conference, held this Wednesday, Sept. 19, in New York City, is centered around “the modern brand.” By that we mean to cut through the “old versus new” paradigm that’s all too often misleading. There are some old brands that are quite modern and vice versa. At a time when content is more important that ever, we’ll hear from former Coke marketing exec and current ESPN svp of marketing Carol Kruse on how the Worldwide Leader navigates digital media. Two other brands, Puma and Citi, detail how they look at being publishers in their own rights. GE’s executive director of global digital marketing, Linda Boff, will sit down with The Economist’s vp of strategy, Elena Sukacheva, to discuss what brands and publishers need from each other.

The full agenda is available of the Digiday Brand Conference website. We hope you’ll join us for what promises to be an exciting and informative day.

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