When it’s life or death: how brands can use innovative media to make meaningful connections
Time & Location
Nothing is more important than your health, and it’s one of the most-discussed topics online and IRL. But is there a place for brands in this conversation? And how does the media your brands choose impact the quality of the bond you’re forming with your key audiences?
Kay C. Bayne, Consumer and HCP Marketing, EGFR Franchise, AstraZeneca
Kay Cofrancesco Bayne is Senior Marketing Manager for the EGFR Franchise at AstraZeneca, a role she uses to push the boundaries of what traditional pharma marketing looks and feels like. Her goal is to bring raw, emotionally driven content to the those impacted by cancer in as personalized a way as possible. Throughout her 14-year career in oncology, Kay has had the privilege of working with survivors, loved ones and healthcare professionals—all dedicated to increasing survival rates of the world’s deadliest cancer. Coming from the free spirited, say whatever you think world of patient advocacy, one of the highlights of Kay’s career was working with incredible independent agency partners to create and launch the Effie award winning Deserves to Die campaign. The first of its kind campaign challenged the public on their preconceived notions and subconscious bias against certain behavioral choices, flipping the script and changing vernacular around the disease.
Will Cady, Head Of Brand Strategy, Reddit
Will Cady has made a career of looking for unexpected brilliance in overlooked subcultures. A path from zen monasteries through touring rock bands into digital media brought him to his current role as Head of Brand Strategy at Reddit, overseeing a team built to find homes for brands amidst Reddit’s vast ecosystem of every online community imaginable. Prior to taking on the Head of Brand Strategy role, Will launched, hired, and managed Reddit’s Los Angeles brand partnerships office; tapping his years of experience architecting revenue-driving programs that connect brands with fast-growing pockets of music, art, and experience just as they reach their tipping points. Will is a graduate of Berklee College of Music and recipient of an Emmy Ward (Local NATAS) for Best Musical Composition/Arrangement. Will’s writing has been published in SPIN, Performer, and Death & Taxes. At Reddit, Will has created & executed programs with a host of Fortune Global 100 brands including Amazon, Toyota, Sony, T-Mobile, and many, many others.
Alex Martinez, Twitter
Alex Martinez is a Senior Client Partner at Twitter, where he is responsible for the growth and development of several key accounts in Twitter’s Health and Wellness sector. Twitter’s Health and Wellness Team works with advertisers and agencies to build and execute measurable, targeted and creative online campaigns. Prior to Twitter, Alex worked at @ MediaVest (now Spark Foundry) working on Coca-Cola, TD Ameritrade & BMS. He transitioned his career into sales and worked at Tremor Video for over 5 years leading and building their pharmaceutical vertical.
Justin Freid, EVP, Managing Director, CMI/Compas
Justin offers more than 15 years of experience across many areas of digital marketing. Justin has been with CMI/Compas for over five years, and previously served as SVP, Search Engine Marketing and Emerging Media. In this role he launched and significantly grew the company's Drive practice -bringing search and emerging media strategy to dozens of clients -and leading the charge in breaking down silos and innovating the way the pharma industry uses search and social channels for better engagement with patients, caregivers and HCPs. Throughout his career, he has developed and executed digital strategies across the finance, insurance, education, and consumer packaged goods industries, but notably has his deepest experience in helping healthcare and pharmaceutical companies leverage channels such as social media, content marketing, search engine optimization, lead generation and paid search. He has a passion for helping people utilize the best tools available to better understand and engage their target audiences. He also sees education as critical for everyone in the industry and works to share his own expertise with CMI/Compas POVs and whitepapers, and a monthly Search Engine Watch and Marketing Land columns.
Mark Pappas, VP, Search Engine Marketing, CMI/Compas
Mark has worked in search marketing and online media for over 10 years, including eight in the pharmaceutical industry working on a wide range of products from OTCs to biologics. Mark is a creative search marketer who enjoys showing clients the insights search and social media can bring to content strategy and help to inform messaging and off-site initiatives. He has experience in helping launch several biologic, HIV and other portfolios for multiple clients across several conditions. He looks forward to working to help grow the capabilities at CMI and bring a different way of thinking about mobile, search and social to their clients.