Learn How Brown-Forman Is Shaking up Media, Commerce Operations at P2PI LIVE

As consumer habits continue to evolve since the height of the COVID-19 pandemic, one constant is that brands and agencies alike need to adjust their operational models.

With the rise of retail media and shoppable channels, holistic planning and measurement strategies across categories and retailers have become more important than ever.

At the Path to Purchase Institute’s  P2PI LIVE & Expo, Nov. 7-9 in St. Louis, Brown-Forman brand manager of Woodford Reserve Morgan Keyer will share how the wine and spirits manufacturer has gradually moved its integrated marketing and communications (IMC) team closer to its e-commerce team and how this new working model has fueled continued growth for its brands.

Katie McBrien, vice president of commerce at Spark Foundry, will join Keyer on stage to discuss how Brown-Forman is future-proofing its organization and the need for companies to adjust their operational models in today’s evolving landscape.

In the session, titled, “Shaking Up the New Model of Media and Commerce,” attendees will:

• Understand the benefits of holistic brand planning.
• Learn how to bring measurement together for national and e-commerce.
• Learn the hurdles and benefits of bringing IMC and e-commerce teams together.

Don’t miss this session on Wednesday, Nov. 8, at 10:30-11 a.m.