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SXSW Interactive 2015

Breaking Patterns: the Marriage of Strategy + Tech

Our culture of patterned thinking creates roadblocks to creative problem solving. To get to transformational ideas - deconstruct structures, behaviors and interactions. By partnering strategy with technology, National Cattlemen’s Beef Association was able to radically transform their marketing model to change consumer behavior.

Together, we built the “Beef Stock” tool, which enabled us to see patterns in consumer behavior that questioned the core marketing challenge.This led to the creation of Telecontext, a platform we built to “listen” to closed captioning and automatically generate tweets for @Beef.

We are planning flexible data sharing platforms to enable partners and retailers to access our recipes, nutrition data, videos and owned content. This talk provides guidance to forge strategic partnerships, enabling brands to create greater consumer value rooted in actual behavior. It demonstrates how to increase marketing value, improve reach and engagement across channels.

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  1. How can we get to new solutions faster through the marriage of strategy + technology?
  2. How can we authentically uncover the gap between consumer perceptions versus behaviors?
  3. How do we push the boundaries of 1:1 relationships without disrupting context?
  4. What does the CMO of the future look like?
  5. How can strategy & technology evolve their disciplines to create greater value?


  • Kathryn Worthington, Head of Strategy & Planning, rga


Kathryn Worthington, Head of Strategy & Planning, rga

Meta Information:

  • Event: Interactive
  • Format: Panel
  • Track: Entrepreneurialism and Business
  • Track 2
  • Level: Advanced
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