| Agenda
& Speakers
Click on the speaker names for more information
about what they do and how they got there. For all the speaker
bios, click here. |
|
DAY
ONE
| 7:30 AM |
Registration & Continental
Breakfast |
| 8:45 AM |
Welcome |
| Kathy
Kiely / President, The
Ad Club |
| Why Marketing Revolutionaries? |
| Baba
Shetty / Executive
Vice President, Director of Media + Interactive, Hill Holliday |
| 8:50 AM |
Revolutions and the Principles
of Wing Walking |
| Steve
Sullivan / Senior
Vice President Communications, Liberty Mutual Group / Chairman,
ANA |
| Fan Cultures
/ Fan Communities |
| 9:00 AM |
Mini: Not a Cult, But a Culture |
| Jim
McDowell / Vice President,
MINI USA |
| 9:50 AM
|
Welcome
to Convergence Culture |
|
Convergence Culture maps a new territory: where old and
new media intersect, where grassroots and corporate media
collide, where the power of the media producer and the power
of the consumer interact in unpredictable ways. Convergence
is a word that manages to describe technological, industrial,
cultural, and social changes, depending on who’s speaking
and what they think they are talking about. In the world
of media convergence, every important story gets told, every
brand gets sold, every consumer gets courted across multiple
media platforms. Right now, convergence culture is getting
defined top-down by decisions being made in corporate boardrooms
and bottom-up by decisions made in teenagers’ bedrooms.
It is shaped by the desires of media conglomerates to expand
their empires across multiple platforms and by the desires
of consumers to have the media they want where they want
it, when they want it, and in the format they want. This
talk will explore contemporary examples of the tension and
collaboration that exists between media producers and consumers
around issues of participatory culture and will suggest
ways these same principles are moving from fan communities
into education, religion, and politics as we learn to apply
new skills at processing information in new contexts. |
| Henry
Jenkins / Director,
Comparative Media Studies Program, MIT |
| 10:30 AM |
Practice meets Theory: A conversation
with Jim McDowell and Henry Jenkins |
| From his perch at
MIT, Henry Jenkins observes, structures, and describes the
new world of convergence culture and fan communities. As a
world-class marketing leader, Jim McDowell puts these kinds
of ideas into practice. The academic and the marketer -- watch
and listen as they discuss the common ground between their
respective work and ideas. |
| Baba
Shetty (Moderator)/ Executive
Vice President, Director of Media + Interactive, Hill Holliday |
| 11:00 AM |
Break |
| Search Marketing |
| 11:30 AM |
The Future of
Search: The Future of Marketing |
| The future of search
is really the future of marketing according to Fredrick Marckini,
CEO & Founder of iProspect. As Marckini sees it, for the
foreseeable future, all marketing will be search-centric,
where prospects, not marketers, will control the rules of
the game and change those rules seemingly at will. At this
dynamic, eye-opening breakfast presentation that launches
the Search Insider Summit, Marckini will discuss the latest
changes in the search marketplace and the opportunities they
create for marketers. From "invisible tabs" to "pre-emptive
results," from search activity driving offline activity
to offline activity driving search activity, and from "vertical
search" to search engine marketing's "secret weapon"
- every attendee will undoubtedly discover something they
have yet to try, and will be motivated to do so. Marckini
will also discuss the critically important need for marketers
to stop following the search engines, and to start following
the "searchers." Given the emergence of social search,
user-generated web content, and online social communities,
traditional search engines no longer hold a monopoly on where
users go to search online. Search marketers must reconsider
and expand their thinking about where they need to intercept
their online audience. Have a Wikepedia strategy? A YouTube
strategy? A MySpace strategy? If you don't, Marckini will
tell you why you're going to need one fast! So join Fredrick
Marckini, a recognized pioneer of search engine marketing
since 1996, and gain insight into the future of search, the
future of marketing, marketing mega trends, and the emergence
of a new marketing paradigm that has search at its core. |
| Fredrick
Marckini / CEO/Founder,
iProspect |
| 12:00 PM |
Lunch |
| Gaming: What
It Means to Our Cultures and Our Brands |
| 12:30 PM |
Panel Discussion |
| |
Video games
have become one of the dominant modes of entertainment in
America. But, it’s not just the 14 year old boys playing
sports or shooter games on their computers. Did you know that
close to 100 million people play online games every month…and
the predominant demographics of the online game players are
women 35-54! Games, especially online games, have truly extended
into the mass market, including popular titles like Scrabble,
Solitaire, and Bejeweled. AOL reports that, after email and
IM, the third most popular activity among its members is playing
online games. Learn more about this explosive market and how
your brands can reach this growing number of game players. |
| |
Peter
Blacklow / President,
FUN Games
|
| |
Paul
Hemp (Moderator) / Senior
Editor, Harvard Business Review |
| |
Jane
McGonigal / Resident
Game Designer for the Institute for the Future and Director
of Avant Game |
| |
Greg
Mills, AOL Games /
Director of Casual Games, AOL Games, AOL |
| What do the VCs
see? |
| 1:30 PM |
Panel Discussion |
Years
ago, before Yahoo!, Google, or YouTube were household names,
they were ideas that venture capitalists saw potential in.
So where are VCs looking today as they scan for opportunities
in the new marketing and media landscape? What consumer
trends do they see as game-changing? What themes and principles
drive their hunt for the next start-up that will change
the world? And what advice do VCs have for marketers who
want to stay ahead of the curve? |
Neil
Sequeira / Principal, General Catalyst Partners |
| Tim
Dibble / Managing General Partner, Alta Communications |
| Chip
Hazard / General Partner, IDG Ventures Boston |
| Michael
G. Olivieri / Publisher, Boston Business Journal &
Mass High Tech |
| 2:00 PM |
Break |
| People Connections:
Brands & Social Networks |
| |
Too many marketers look at today's
growth in online social networking spaces as an invitation
to push their existing advertising concepts to new venues
and audiences. It doesn't work that way. You shouldn't create
a social networking community of your own just to have one.
And you can't market like you always have in a social networking
space and expect to be successful. Social networking spaces
can be used for everything from making friends to buying stuff,
but each network is different and audience expectations change
all the time. People align their identity with social networking
spaces, they spend hours living online, and increasingly they
want to contribute their own ideas, take ownership of their
online world, and create their own media from scratch. |
| 2:35 PM |
Jim Nail's Insights on Brands
& Social Networks |
| 2:40 |
Evan
Schumacher / CEO, Hey Let’s Go |
| 2:55 PM |
Bill
Strathmann / CEO,
Network for Good |
| 3:10 PM |
Panel Discussion:
People Connections: Brands & Social Networks |
| This panel will discuss
what makes social networks thrive, why some content is popular
while other contributions fall flat, what kind of experiences
organizations should be creating, and how to leverage the
many social tools (blogs, friends, profiles, galleries, message
boards, photo galleries, video rooms) that exist in these
spaces to succeed in advancing your brand. |
| J.
Barbush / Creative Director, RPA |
| Benjamin
Goldhirsh / Owner and Founder, Reason Industries |
| Chad
Capellman / Sr. Producer, Eons.com |
| Brian
Reich (moderator) / Director of New Media, Cone |
| Deron
Triff / Co-President and CEO of Changents |
| Marketing
Insights |
| 3:50 PM |
6 Companies. 6 Marketing Insights.
In 6 Minutes. |
| Jim
Nail / Chief Marketing
and Strategy Officer, Cymfony |
TNS Media
Intelligence/Cymfony helps brands and marketers understand
what influential journalists, bloggers, and consumers are
saying about them in traditional media and the full range
of emerging social media. We use a combination of sophisticated
technology and expert human analysis to gather content,
sift the relevant information, extract meaning, and provide
recommendation. CMO Jim Nail will be describing 6 ways clients
are using what we term "market influence analytics"
to gain competitive advantage. |
| Julian
Aldridge / President,
Ammo Marketing |
Ammo Marketing
is an eight-year old Influencer Marketing Agency based in
San Francisco. Using their proprietary Influencer Index
Ammo concepts, constructs and executes Influencer-focused
word of mouth marketing programs for clients such as Cadbury
Schweppes, Volvo, Brown-Forman, Unilever and American Express.
If a picture tells a thousand words,
then Ammo’s video case studies tell ten thousand.
Using a 3-minute film Ammo will demonstrate the power of
experiential word of mouth campaigns in not just reaching
Influencers, but in affecting long-term sales results. In
the other 180 seconds we’ll point out six key lessons
that all WOM Marketers must follow for success in today’s
cluttered, ad-cynical world, based on the aforementioned
case study.
For more information contact jaldridge@ammomarketing.com
or phone 415 541 2992.
|
| Diane
Hessan / President
& CEO, Communispace Corporation |
Communispace is
a leading social networking company that helps clients listen
to and engage with their customers via online communities.
We have created more than 250 branded communities for clients
like Hallmark, HP, Kraft, GlaxoSmithKline, Avon, Charles
Schwab, Unilever and the Starwood Hotels. These communities
give customers a voice in everything from new products and
packaging to channel strategy and promotions, and provide
marketers with an authentic and continuous way to connect
with customers. CEO Diane Hessan will share 6 views on how
customer conversations have become the strategic hub of
customer-focused organizations. |
Don
McLagan / President
& CEO, Compete |
| Leveraging the permission
of two million people who share their online behavior, Compete,
Inc. is the only online market research firm that creates
value for both consumers and marketers. Consumers use Compete
to stay safe when they surf, save when they buy, and discover
the best new websites. Leading companies turn to Compete to
understand how these consumers consider, buy and engage with
their own and rival brands. Carlson Hotels Worldwide, Hyundai
Motor America, Upromise, DaimlerChrysler and other innovative
companies rely on Compete’s real-time insights to improve
the return on their marketing investments. |
| Chris
O'Hara / VP Sales, mediabistro.com |
The
Power of Community
Mediabistro has grown quickly
by building a true community of like-minded media professionals—and
offering them both online and offline tools for professional
growth. Chris explains just how powerful a true community
approach can be when starting or expanding a business--and
how marketers can take advantage of vertical community groups
to build brand recognition and increase sales. |
John
Zahner / Senior
Vice President, Business Development of PermissionTV |
| PermissionTV, founded
in 2004, is a leader in the Internet video space, providing
video software development, content management, and content
delivery services to a range of clients from Fox to Toyota
and from Adobe to the Mitt Romney 2008 presidential campaign.
John raised over $9 million in venture capital for PTV from
Venture Capital Fund of New England, Inflection Point Ventures,
Massachusetts Technology Development Corporation, SAS Investors,
and Common Angels. |
| The
UNagency of the Present |
| 4:30 PM |
Joe
Jaffe / Author, Jaffe Juice / President and Chief Interruptor,
Crayon |
Not a day goes
by where the current agency model isn't being critiqued,
challenged or debated. Some believe the advertising agency
as we know it is an endangered species, whereas others believe
there will always be a substantial role for agencies, which
will inevitably evolve as they always have. In this era
of consumer generated content, BudTV and conversational
marketing; where consultants and procurement are going up
against holding companies; where compensation is being turned
on its head, performance is mandatory, and business models
are being invented and extinguished on a regular basis,
something’s gotta give.
In this spirited session, author of “Life
after the 30-second spot” and President & Chief
Interruptor of a new kind of agency called crayon will deliver
his vision and take on where its all going, followed by
a panel discussion contested by the best of the old and
the best of the new. |
| 5:00 PM |
The
UNagency of the Present: Debate & Discussion
|
| Brad
Berens, Ph.D. (moderator) /
Editor in Chief & Chief Content Officer, iMedia |
| Pam
Hamlin / President, Arnold Boston |
| Joe
Jaffe / Author, Jaffe Juice / President and Chief Interruptor,
Crayon |
| Peter
Kim / Senior Analyst,
Forrester Research |
| Eileen
Naughton
/ Regional Director, East Coast Sales, Google Inc. |
| 5:40 PM |
Cocktails at The
Iso-bar |
|
|
DAY TWO
| 7:30 AM |
Registration & Continental
Breakfast |
| 8:45 AM |
Welcome |
| |
Kathy Kiely
/ President, The Ad Club |
| Where's The Crowd? Networks,
Portals and the Future of Mass Audience Marketing
|
| 8:50 AM |
Panel Discussion |
| In the beginning there was "pull"
— advertisers tentatively sought out consumers gathering
at the first great portals. Then came search and suddenly
consumers could easily go deeper into the internet to find
information for their own needs and passions. Advertisers
have followed, meeting audiences on their own terms, at their
own favorite places from blogs to specialty content to social
networking. How can advertisers efficiently and effectively
reach sizeable amounts their prospects and customers in such
a dynamic marketplace? |
| Jarvis
Coffin / CEO, Burst |
| Ed
Erhardt / President of ESPN ABC Sports Customer
Marketing and Sales |
| Burt
Helm (moderator) / Reporter, Business
Week |
| Penry
Price / Director of North American Sales, Google
|
| Don't Leave Home
Without It: Mobile Marketing |
| 9:50 AM |
Mobile Revolution 2.0: 5 Trends in the Marketplace.
|
| Mobile Marketing has become more strategic
and tactical for many brands and has moved beyond Mobile Marketing
101. However, there are challenges that exist. What can brands
do to prepare for the future as mobile, broadband and sophisticated
Web 2.0 technique worlds collide? |
| Rob
Kramer / Director of Sales, Media & Entertainment,
VeriSign Inc. |
| 10:15 AM |
Creativity Dynamics In Successful Mobile Marketing |
| What campaigns encourage participation? What
impact does a call to action have on a campaign’s success?
Is content key to a successful campaign? What effect does
other media have on effectiveness? Mr. Hadl and Mr. Keenan
will walk through the creativity dynamics surrounding past
and current campaigns to highlight the elements for success. |
| Gene
Keenan / VP of Mobile Services, Isobar International |
| John
Hadl
/ Brand in Hand Strategic
Advisor to Procter & Gamble’s Consumer Innovation
Group |
| 10:50 AM |
Break |
| The Agency of The Year |
| 11:20 AM |
Jonah
Bloom
/ Editor,
Ad Age |
| The Brand |
| 12:00 pM |
Forcing the Reconsideration of a Brand in Crisis (from the
Inside Out) |
| Nothing screams the need for revolutionary
change quite like business failure. Following 9/11 with Chapter
11, Delta found itself in need of a total transformation.
But while “fresh start” accounting enables a renewed
balance sheet, how does a global service brand go about recapturing
the hearts and minds of the embodiment OF its brand –
front-line employees? Learn about the importance of organizationally
thinking of your brand as a “movement.” Hear what
Delta is doing to provocatively force the reconsideration
of its brand. Understand how Marketing moved to the front
of the line in driving the transformation of a 77-year old
global leader. |
| Tim
Mapes / Vice President of Marketing, Delta Air Lines,
Inc. |
| 12:40 PM |
Lunch & Observations from The President of Isobar |
| Sarah
Fay / President of Isobar, U.S. |
| The Media Landscape |
| 1:40 PM |
An Era of Profound Change... |
| An era of profound change in the media landscape
presents both challenges and opportunities for marketers.
By rethinking where and how to communicate with consumers
the opportunity to forge deep, and measurable, connections
is potentially greater than ever before. New thinking and
new metrics are critical components to success in this new
media reality. |
| Joe
Abruzzese / U.S. Advertising
Sales President, Discovery Networks |
| 2:10 PM |
Wrap-Up:
Kathy
Kiely / P resident, The
Ad Club |
|
|
