Mplanet will be held Nov. 30-Dec. 1 at the Walt Disney World Dolphin Resort in Orlando, Fla. It is targeted at CMOs, marketing managers, academics, market researchers and other marketing professionals.
AMA CEO Dennis Dunlap said the event was created to bring the marketing community together to address the rapid changes that are taking place in the industry. AMA expects 1,200 to 1,500 attendees.
"This is a strategic initiative that is consistent with where we're moving the association," Dunlap said. "We really want to be recognized as more of a leader in the industry, more of a marketing authority and more visible."
The AMA has partnered with consulting firm McKinsey & Co., the Wharton School at the University of Pennsylvania and executive recruiting firm Spencer Stuart to produce the event.
The board of advisers for Mplanet includes Kathy Button Bell, CMO at Emerson; Scott Bush, CMO at Maritz Inc.; Dan Henson, CMO at General Electric Co.; Larry Huston, VP-innovation at Procter & Gamble Co.; Paula Sneed, exec VP-global marketing resources and initiatives at Kraft Foods; and Mike Winkler, former CMO at Hewlett-Packard Co.
Henson and Huston will speak at the event, along with Chris Anderson, editor of Wired; Thomas French, director at McKinsey & Co.; and Brian Kardon, chief strategy and marketing officer at Forrester Research.