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Friday, April 28th, 2017 - 11:00AM - 11:40AM

How Conagra is putting ROI back into Real-time Marketing

In an era when every dime in marketing spend is scrutinized through the same methods despite different approaches, real-time communications is quickly becoming the overhyped tactic of the decade as most marketers have not updated their approach since the infamous Oreo tweet. Conagra was looking for an innovative solution to crack the code on real-time marketing and make their timeless brands like Orville Redenbacher, Reddi-wip and Marie Callender’s part of cultural conversations and news every day.

Working with agency partner Golin, they leveraged the Golin Bridge to spot and act on relevant opportunities at newsroom speed targeting individuals who are known to accelerate cultural conversation.

We'll share how this approach got accelerators talking about Conagra’s iconic brands online and offline, in new and more relevant ways than ever before.

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Emily Peterson
Executive Director

Lanie Friedman
Director, Brand Communications
Conagra Brands

About your Presenter

Emily is an Executive Director in Chicago overseeing Golin’s practice of Digital experts. Emily leads the social media strategy for clients including Conagra, Sargento and Sprint. In addition to her client work, Emily is a senior leader in Chicago contributing to best practices, thought leadership, trends and supporting new business.

Emily has experience developing and executing social media, word of mouth and content strategies for clients including, BP,  the American Society for Quality, CDW, DuPont, Cisco, and Pinnacle Vodka.

Immediately prior to Golin, Emily led the BP business for North America at Ogilvy PR, overseeing all social media strategy, social issues and crisis work for the organization from Deepwater Horizon to its sponsorship of the London 2012 Olympics to the company’s corporate re-brand.

Emily began her communications career at the Smithsonian Institution regularly acting as a public affairs representative and also has experience working in public affairs at an industry trade association.


Lanie Friedman is Director, Brand Communications at ConAgra Brands. She oversees a team that manages public relations for recognized brands such as Marie Callender's®, Slim Jim®, Hebrew National®, Orville Redenbacher's®, Reddi-wip®, PAM®, Hunt’s® and more, as well as the company’s cause programs.

For more than five years, she’s led media strategy and execution for a variety of company and brand programs resulting in top industry awards including Sabre, PR Week, Skyline and Holmes. In addition to proactive company and brand communication, Lanie has had a variety of responsibilities during the past few yars including coordinating CEO interviews, M&A communication and issues management.

Prior to joining Conagra, Lanie worked on the agency side, leading programs for some of America’s most iconic brands.

Lanie was honored as one of PR Week's 40 Under 40, and is a member of Arthur Page Society’s PageUp. In her spare time, she enjoys running, exploring Chicago neighborhoods and restaurants, traveling and spending time with her husband, Michael and dog, Marvin.

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