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Friday, April 28th, 2017 - 9:45 AM

Live Social Events: How the heck do you actually pull these off? A Digitas and Miller Lite Panel

As social increasingly focuses on “live” events (Facebook Live, Periscope, Snapchat Stories, Live-Tweeting), social teams are being asked to quickly and dynamically execute innovative and creative live events. The big question is: What does it actually take to produce a successful live event or campaign? How much is really done ahead of time vs. on-the-spot? How do you get around creative and legal barriers? How do you shorten turnaround times and approval processes? In this panel session, we’re going to break down the realities and myths of live social events – uncovering the best practices, recommended processes, challenges and pitfalls. We’ll use Miller Lite as our main case study, as a brand who has quickly and intuitively created live activations built from social insights. Our panel of experts will be comprised of key members from the Miller brand and agency team, including the Creative Director, Executive Producer, Social Strategist, and Miller Lite brand team member.

 Session participants will learn how to:

  • Prep and plan for a “live” social event
  • Establish best practices and processes for streamlining workflows and approvals
  • Deal with unexpected challenges and unplanned issues
  • Involve and collaborate with key players to ensure a successful event

Moderated By:

Rachael Datz
Associate Director, Social Strategy


Panelists Include:

Rob Tripas
VP Group Dir, Executive Producer

Bruno Guimarae
VP Creative Director

Justin Hancock
Associate Director, Social Strategy

Brian Schmidft
Associate Marketing Manager
Miller Lite

About your Presenter

Rob is a Group Executive Producer and integrated production lead. Over the past 20 years he has worked for leading agencies and companies that include Digitas, BBDO, Leo Burnett, Crispin Porter + Bogusky, Yahoo, AOL and WPP. Over the course of his career Rob has been fortunate enough to lead the integrated production efforts for global brands that include: Miller Lite, Bud Light, Coke, P&G, Burger King, Mini, Virgin Atlantic Airlines, KitchenAid and PlayStation. A few of his work highlights include; Bud Light’s PacMan Superbowl spot, BK's Subservient Chicken, Mean Stinks, The launch of Coca-Cola Zero, David on Demand and the first D&AD white pencil for Recipeace.

Bruno is a Brazilian Art Director with over 10 years of creative experience in advertising and a passion for creating work that induces people to feel something, whatever it is. He has collected multiple awards during his time in advertising including Cannes, One Show and D&AD honors for clients including Miller Lite, Coca-Cola, Volkswagen, KFC, United Nations, and many others. As a terrible Brazilian, he’s not a big soccer fan, but is happy to talk to about BJJ (Brazilian Jiu Jitsu), in which he has held a black belt since his mid 20’s.

Justin focuses on creating communication strategies that help build connections with consumers through social media — all focused-on brand definition, consideration and sales. His history of building and measuring social media success includes clients such as Miller Lite, Glidden Paint, Club Med, Delta Airlines, Hard Rock Hotels, Firehouse Subs, Pilot Pen, Wonder Bread, and Cooper Tires.

Brian is a brand manager on the Miller Lite team, and has been leading summer activation for the brand since 2016. This includes all consumer facing content on social and digital, as well as retail facing content.  Brian has been in brand marketing with MillerCoors for 3 years, previously working on Economy and Emerging brands for the business.  Prior to MillerCoors, Brian previously worked at BP and received his MBA from Kellogg School of Management.

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