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The New ROI: The Rise of Integration

September 12-15, 2010
Coronado, California

Summit coverage: Get the scoop on the hottest digital marketing tips, tricks, and tactics for success. View Coverage
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Thanks for your interest in the Brand Summit. Visit the Breakthrough site or our Summit Calendar to submit an early request.

iMedia Brand Summit Schedule

 

Saturday, September 11th

6:30 - 9:30pm

Reception & Dinner (Brand Marketers Only)

Sponsored by:

Sunday, September 12th: Arrival Day

8:30am - 3:30pm

Brand Marketers Only Meeting

 

Sunday Breakfast Presentation: Andrew Snyder, Sr. Director Sales, Associated Content from Yahoo!

 

Sunday Lunch Presentation: Dan Mohler, VP Sales, Consumer Media, Move Inc. and Matthew Moore, President, Sales, Move Inc.

3:00 - 8:00pm

Summit Registration Desk

5:45 - 7:00pm

Sponsored Media Presentations (Brand Marketers Only)

 

Ruth Kirschner, Head of Advertiser Sales, DoubleClick

Philip Smolin, GM Platform Solutions, Turn

7:00 - 9:30pm

Opening Reception and Dinner

Sponsored by:

9:30 - 11:30pm

After Dinner Reception

Sponsored by:

 

Monday, September 13th: Opening Day

7:00am - 5:00pm

Twitter Lounge

Sponsored by:

7:00am - 5:00pm

WiFi Lounge

Sponsored by:

8:00 - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

 

Jeff Ragovin, Chief Revenue Officer, Buddy Media

Adconion Media Group

8:00 - 9:00am

Industry Participant Breakfast

9:00 - 9:30am

Networking Break

Sponsored by:

9:30 - 9:45am

Opening Remarks

9:45 - 10:45am

Opening Keynote: "How the University of Phoenix Achieved Marketing Success through Collaboration and Communication: A Deep Dive Reveal of a Winning Strategy"

More

Michael Sullivan, SVP Marketing, University of Phoenix


Special Appearance By: PJ Pereira, Chief Creative Officer & Co-Founder, Pereira & O'Dell

10:45 - 11:15am

Insight Address: "Cross-Media Marketing Synergies: Spreading Dollars Across Channels"

More

Erin Hunter, Executive Vice President, Media, comScore, Inc.

Doug Chavez, Director, Digital Marketing, Del Monte Foods

11:15 - 11:30am

Networking Break

11:30am - 12:30pm

Master Classes


A: "A User’s Manual: How to Make Social Market Research a Real Part of your Business Strategy"

More

Steve Howe, Chief Executive Officer, Passenger, Inc.

David Elgas, Director of Product Management and Marketing, Advanced Products, DirecTV


B: "How to Make Online Video Work for Your Brand"

More

Andrew Budkofsky, Executive Vice President, Sales & Partnerships, Break Media

Cristina Zahka, Associate Manager, Media Strategy, PepsiCo


C: "Location! Location! Location! Location-Based Advertising"

More

David Staas, SVP of Marketing, JiWire, Inc.

John Gasloli, Creative and Integration Advertising Manager, Buick/GMC

 

D: "How to Channel Creativity through New Technology and New Media"

More

Mitch Spolan, Vice President, North American Field Sales, Yahoo!

Mary Stack, Vice President of Media Planning & Partnerships, Discovery Communications

12:30 - 1:00pm

Boxed Lunch

Sponsored by:

1:00 - 4:00pm

Recreation

Sponsored by:

5:00 - 6:30pm

One Minute Match-Ups

Our popular "speed dating" networking feature. Both buyers and sellers will be able to network with potential customers and/or clients. Be sure to bring enough business cards!

 

Sponsored by:

6:30 - 7:30pm

Cocktail Reception

Sponsored by:

7:30 - 9:30pm

Dinner: "At Close Range: On Assignment for National Geographic"

Joel Sartore, National Geographic Photographer

Sponsored by:

9:30 - 11:30pm

After Dinner Reception

Sponsored by:

 

Tuesday, September 14th

7:00am - 5:00pm

Twitter Lounge

Sponsored by:

7:00am - 5:00pm

WiFi Lounge

Sponsored by:

8:00 - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

 

Rob Key, CEO, Converseon

Eric Franchi, Senior Vice President, Business Development, Undertone Networks

8:00 - 9:00am

Industry Participant Breakfast

9:00am - 9:30am

Networking Break

Sponsored by:  

9:30 - 9:45am

Opening Remarks

9:45 - 10:45am

Keynote: "The Digital Future: Highway to Hell or Stairway to Heaven?"

More

Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide

10:45 - 11:00am

Networking Break

11:00 - 11:30am

Spotlights

 

A: Driving Awareness, Transactions, and Larger Audience Behavior Capture

More

Gareth Ouellette, Product Manager, Akamai Advertising Decision Solutions

Jenn McClain, Director of eCommerce Marketing, Chico’s FAS

Sponsored by: 

 

B: Courting the Consumer – How to Spend Quality Time with Your Audience

More

Ross McNab, Director of Business Development, MediaMind

Sponsored by: 

 

C: "The Future of Advertising – How Brands Are Engaging Users through Content-Driven Advertising"

More

James Piper, SVP Sales & GM West Coast, Vibrant Media

Sponsored by:

11:30 - 11:45am

Networking Break

11:45am - 12:15pm

Spotlights (Repeated)

12:15 - 1:30pm

Lunch

Sponsored by:

1:30 - 2:45pm

Insight Address & Collaborative Session: "Hope Beyond the Hype II: Capturing Hearts and Minds in an Age of Constant Connectivity"

More

Jeff Rosenblum, Founding Partner, Questus

1:30 - 3:45pm

Afternoon Refreshment

Sponsored by:

2:45 - 3:30pm

Closing Keynote: "M&Ms -- The Transformation of a Mega Brand…From Candy to a Personal Experience"

More

Jim Cass, VP and GM, Mars Direct, Inc.

3:45 - 4:15pm

Brand Marketer Feedback Meeting

3:45 - 4:15pm

Seller Feedback Meeting

4:15 - 6:00pm

WiFi Mixer

Sponsored by:

4:15 - 7:00pm

Shipping Desk

 

Sponsored by:  

6:00 - 7:30pm

Cocktail Reception

Sponsored by:

7:30 - 9:30pm

Dinner

Wednesday, September 15th: Departure Day

7:30 - 11:00am

Departure Lounge

7:30 - 11:00am

Shipping Desk (Brand Marketers Only)

Sponsored by: 

Schedule subject to change. Please check back often for updates.

With the mobile Internet now ubiquitous and the digital living room becoming a reality, consumers have real-time access to compelling content from virtually anywhere. Almost every second of every day, they are bombarded with advertising, social media, and branded content. This access overload has created a more discerning consumer with a shorter attention span. So while brands have more opportunities to reach their target audiences, it is increasingly difficult for these companies to genuinely break through and make a meaningful impact.

In this new installment of Hope Beyond the Hype, Jeff Rosenblum, founding partner of Questus, interviews industry leaders to gain insight into the changing attitudes of consumers and the emerging tools that marketers can leverage to build relationships in an age of constant connectivity. Experts from the marketing and media worlds will address the increasing fragmentation of the media ecosystem and provide actionable advice for cutting through the clutter to capture attention and build loyalty.

Brands are continuing to increase their investment in the online video space, especially when it comes to marketing initiatives. How do you successfully integrate video across a marketing campaign? How do you incorporate video into your overall brand strategy? How do you measure the effectiveness, such as ROI, brand recognition, number of views, and Facebook “Likes”? These are questions every big brand is asking in today’s media landscape, and questions that publishers and online video experts like Break Media are answering. Come learn from Andrew Budkofsky, EVP Sales & Partnerships, Break Media, and Cristina Zahka, Associate Manager, Media Strategy, PepsiCo, as they share real proof points and performance results from the field. See how multiple advertisers are currently utilizing online video to drive marketing, and join the conversation as we explore what the future of online video advertising will look like.

With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of leveraging multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels to benefit from some of the cost efficiencies that the Internet provides, while capitalizing on the inherent synergies of cross-media advertising.

comScore EVP Erin Hunter, and Doug Chavez, director, digital marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, and will highlight advertising across platforms to gain synergy, actively coordinating traditional and digital marketers to capture these incremental gains, and using sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.

Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. The presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.

Shifts in consumer media consumption habits are reshaping the ways marketers can—and must— build relationships with consumers. Moreover, the expansion of digital into every aspect of our lives has caused fundamental changes in how people interact with brands, what they expect of brands, and the role marketing plays in their lives.

The Relationship Era is here. Brands must form deeper connections and reach people on a different level, and trust and meaningful connections with consumers are the keys to success.

Over the last 60 years, M&Ms has grown into a mega brand that is now sold in over 100 countries. M&Ms marketing efforts have evolved from purely functional benefits (“Melts in your mouth, not in your hand”) to more personalized, lifestyle-focused efforts. Mars treats customers as partners, and has tapped emerging technology and platforms, like e-commerce and mass customization, for product development and customer satisfaction.

Join Jim Cass to discuss the Relationship Era, what it has meant for the brand, and where they are going next.

You’ve advocated and convinced your team to invest in your branded social media strategy. You’ve got the community up and running and fully recruited with eager and enthusiastic customers. So what do you do now?

We all know that social media is here to stay and is fast becoming a crucial part of how brands develop and calibrate their online (and offline) presence. However, there is still confusion as to how to convert their community from a “cool project" to something far more valuable – a tool that can serve to inform the overall business strategy and a place where the brand can engage with the customer and get relevant and valuable feedback on everything from marketing to R&D.

Passenger’s CEO Steve Howe, along with DirecTV’s Director of Product Management and Marketing, David Elgas, will discuss:

  • How social market research is on the rise and making a real difference in how brands connect with consumers
  • Best practices for getting various areas of the business involved in the social research strategy
  • How to market the ROI to the rest of the company for better integration
  • How to turn insights/listening into action

Join Michael Sullivan, SVP of marketing at University of Phoenix, one of the largest digital marketers in the world, and a Fortune 1000 company, and P.J. Pereira, co-founder of Pereira & O’Dell, Adage’s Small Agency of the Year, as they talk about fostering significant success through intense collaboration in a skeptical and sometimes hostile business environment.

This session will focus on how Sullivan and Pereira are pushing the boundaries of nuanced communication, and how their collaboration is striving to talk to everyone, individually. Topics will include; client/agency partnership in the hybrid age, rejuvenating a misunderstood brand, integrating digital and traditional marketing to create new pride in the university, and how they are applying the belief that an educated world is a better world.

Why are consumers so far ahead of marketers when it comes to integrating digital media into their daily lives? Why is it so hard to sell through digital programs in large and small marketing organizations? How can we show ROI in terms of customer acquisition and value, rather than try to justify it with eyeballs and click-thrus? What does it take to get CMOs to embrace and invest in digital for the long haul? How can we all get together on the path to digital success?

Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, will share his view about how the current community of clients, agencies, and partners must change their mindset, approach and strategy if they are to avoid the roller coaster ride to digital hell. Using a wide variety of examples from consumer goods and business-to-business marketers around the world, Fetherstonhaugh will show how the stairway to digital heaven is not about shiny one-offs; it’s about making the most of behavioral data, employing disciplined testing, understanding the power of social media, and building a platform for the future.

The Kelsey Group estimates the US location-based ad market is growing from $135B in 2010 to $145B in 2013. The digital segment alone is growing from $19B to $32B, with a 5 year CAGR of 18%, while traditional location-based channels will decline 4.5%.

Today, people are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers. 53% of the on-the-go audience is willing to share their current location to receive more relevant advertising and 46% is more likely to engage with an ad that is relevant to their current location. Just as brands were challenged on how to "socialize" themselves in the social media space, today brands need to think about how to "localize" themselves with their consumers.

In this interactive class, David Staas, SVP of Marketing, JiWire, Inc. and the General Motors brand Buick, will help national brands build a local advertising strategy. Staas will emphasize the importance of understanding the context of a location and new technologies to leverage the exact location of every ad delivered – from latitude and longitude to venue type and even venue brand for greater context. Buick will also provide insight on their best practices and experience along with insights on proprietary location-based data.

By using next-generation hyperlinks, brands are aligning with some of the best content on the web and are delivering relevant, genuinely useful information such as music, search results, local information, articles, whitepapers, recipes, games, videos, and more. Join Vibrant and today’s top brand marketers for a discussion on next-generation advertising and discover how leading brands are transforming traditional online ads into fantastic brand experiences by delivering rich, real-time content directly inside ad units.

In this session you’ll learn how a pixel-free approach to online advertising can help marketers gain much more visibility into what their visitors are doing on their websites and improve overall site experience. Join Akamai Advertising Decision Solutions, which just launched the industry’s first pixel-free approach to online advertising, and Chico’s FAS to see a firsthand case study on how this leading retailer has driven improved awareness and transactions across their three primary sites — Chico’s, White House I Black Market, and Soma’s Intimates — using Akamai’s unique approach to advertising. They’ll also share what a pixel-free approach has done for Chico’s ability to understand all user behaviors across their sites.

Consumers are bombarded by ads on a daily basis and constant media attention can often make us feel like we’re in a transient relationship. Does the answer for modern marketing lie in quick fix seductive solutions via social media, or does it make more sense to invest quality time and build relationships through various marketing channels? Ross McNab, director of business development at MediaMind, will discuss how technology can add spice and generate interest, while maintaining traditional marketing values that we are familiar with.

Brands are challenged to build emotional online connections with consumers in an increasingly fragmented world. While the digital environment is constantly changing, the emergence of new technologies, platforms and ad formats can inspire out-of-the-box thinking that not only engages consumers with brands in new and delightful ways, but also enables a solid ROI.

Mitch Spolan, VP, north american field sales, Yahoo!, and Mary Stack, vice president of media planning & partnerships, Discovery Communications, will look at how new formats and technologies are improving the online advertising experience, providing marketers with a creative canvas, and offering users a more interactive brand experience that drives meaningful consumer engagement.

Spolan and Stack will help brand marketers move beyond the banner ad to create a true ‘wow factor’ with consumers. Through a showcase of advertising campaigns, you’ll learn how to evolve the advertising experience as the digital media space matures, how to leverage innovative new platforms, programming, products and tools being developed to help marketers maximize their impact online, and of course, how to measure success.

5 Reasons You Can't Miss This Summit

  • Do Business: Create long term relationships with buyers and sellers.
  • Build Teamwork: With marketing colleagues and vendor partners.
  • Invitation Only: Means senior-level, vetted group of peers and partners.
  • Collaborative Environment: Interactive sessions and plenty of effective networking.
  • No distractions: Always held at luxury resorts; attendees don't compete with the office or city life.