Press Releases

IRI and General Mills to Discuss Owned Media During 2017 GMA Leadership Forum

WHO: Molly Hjelm, Omnichannel Media Director, IRI®
Audra Carson, Head of Content Marketing & Media Platforms, General Mills
With introduction by Jennifer Pelino, Senior Vice President, Omnichannel Media, IRI

WHAT: For their presentation at the GMA Leadership Forum, Jennifer Pelino will set the stage for IRI’s Molly Hjelm and General Mills’ Audra Carson, who will share surprising findings on the effectiveness of owned media in driving sales. Their session, “Owned Media: The Powerful Marketing Lever Your Business Is Overlooking,” will highlight key learnings on how to set up programs for success, as well as describing the specific ways in which one brand has harnessed the power of member data, online and offline, as a lever to drive sales and brand growth.

WHY: Marketers are continuing to ask themselves how they can make meaningful connections with consumers at scale in a fragmented media landscape. Most are focused on how to make paid advertising more precise without sacrificing return on investment; however, there is one powerful channel that is frequently overlooked in marketing plans and mix models: your own brand website and app. In the midst of a complex digital arena, apps and brand websites (sometimes called "owned media") hold a key to not only reaching but also nurturing a relationship with your most loyal customers, with the added benefit of creating a powerful opportunity for partnerships with retailers.

WHEN: Saturday, September 9, 2017
2:30 p.m. – 3:30 p.m. ET

WHERE: GMA Leadership Forum at the Greenbrier
The Greenbrier
300 West Main Street
White Sulphur Springs, WV 24986

About IRI:
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, financial services and media companies grow their businesses. A confluence of major external events — including a change in consumer buying habits, big data’s coming into its own, and the development of advanced analytics and personalized consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit


IRI Contact:
Shelley Hughes
Phone: +1 312.474.3675

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