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iMedia Brand Summit, March 2011 - Schedule

Corporate Storytelling Beyond Advertising

March 6-9, 2011
Lost Pines, Texas

View coverage of the iMedia March Brand Summit

iMedia Brand Summit Schedule

 

Saturday, March 5th

6:30 - 9:30pm

Reception & Dinner (Brand Marketers Only)

Sunday, March 6th: Arrival Day

8:30 - 9:30am

Breakfast (Brand Marketers Only)

9:30am - 3:30pm

Brand Marketers Only Meeting

12:00 - 1:00pm

Lunch (Brand Marketers Only)

3:00 - 9:00pm

Summit Registration Desk

5:45 - 7:00pm

Sponsor Presentations (Brand Marketers Only)

7:00 - 10:00pm

Opening Reception/Dinner

Sponsored by:

 

Monday, March 7th: Opening Day

7:00am - 5:00pm

Wi-Fi Lounge

Sponsored by:  

8:00 - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

8:00 - 9:00am

Attendee Breakfast

9:00 - 9:30am

Networking Break

9:30 - 9:35am

Welcome Remarks by Summit Host

Dave Morgan, CEO, Simulmedia, Inc.

9:35 - 10:30am

The New Innovation: Using Collaboration and Crowdsourcing to Connect to Consumers

More

Claudia Batten, COO, Victors & Spoils

First Responder: Kristen D’Arcy, Senior Director of Marketing, Ralph Lauren

10:30 - 11:00am

Case Study: "What Can Brand Marketers Learn From the Bing Case Study?"

More

Natalie Bowman, Director of Brand and Creative Strategy, Microsoft

11:00 - 11:15am

Networking Break

11:15am - 12:15pm

Master Classes


A: "Enabling the Social Workforce"

More

Chris Boudreaux, SVP, Management Consulting, Converseon

Susan Emerick, Global Digital & Social Media Marketing Strategist, IBM


B: "Moving at the Speed of Culture: Brand as Channel/API"

More

Alan Schulman, Chief Creative Officer, U.DIG > The Digital Innovations Group

Scott Koehler, VP Digital Marketing, American Express

Kevin Kozlen, Multimedia Producer, State Farm Insurance


C: "Making Hyperlocal Work for Your Brand"

More

Jed Nachman, Vice President, Sales, Yelp

Franck Ardourel, Director of Online Marketing, 24 Hour Fitness

Stuart Burkhoff, VP, Media and Sponsorships, Ameriprise Financial, Inc.

Moderator: Sean Finnegan, CEO, Geomentum

12:15 - 1:30pm

Sponsor Presentation and Lunch (Brand Marketers Only)

12:15 - 1:30pm

Upstream Lunch: "Making Choices: The Tradeoffs in Creating a Great Sales Organization"

More

Doug Weaver, Founder & CEO, Upstream Group

1:30 - 2:00pm

The Shakespeare Brand & What it Teaches Marketers in 2011 (We promise it won’t be boring!)

More

Brad Berens, Chief Content Officer, Digital Marketing Sector, dmg :: events

2:00 - 2:15pm

Why Should Brands Care about Data Enabled Buying?

More

David Smith, CEO & Founder, Mediasmith, Inc.

Jocelyn Chambers, Senior Manager, Media, Citrix Online

First Responder: Brittany Tall, Interactive Manager, TGI Friday’s, Carlson Restaurants Worldwide

2:15 - 2:30pm

Case Study: "Maintaining Connections Across Platforms"

More

Doug Chavez, Digital Marketing, Del Monte Foods

First Responder: Stephen Governale, Executive Director of Interactive and Innovation, AT&T

2:30 - 4:50pm

Free Time

4:40 - 6:30pm

 

A new by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meetings with individuals they choose before the event.

 

Sponsored by:

6:30 - 7:30pm

Cocktail Reception

 

Sponsored by:

7:30 - 9:30pm

Dinner

Sponsored by: 

9:30 - 11:30pm

After Dinner Reception

 

Sponsored by:

 

Tuesday, March 8th

7:00am - 5:00pm

Wi-Fi Lounge

Sponsored by:

8:00 - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

8:00 - 9:00am

Attendee Breakfast

9:00 - 9:30am

Networking Break

9:30 - 9:35am

Opening Remarks by Summit Host

Dave Morgan, CEO, Simulmedia, Inc.

9:35 - 10:15am

"The Power of Brand Relationships"

More

Donna Sturgess, Founding Partner & President, Buyology Inc.

First Responder:Carolyn Eisele, Commercial Program Manager, Integrated Marketing Planning, Kimberly-Clark

10:15 - 10:45am

Insight Presentation: "Beyond Reach: Aligning with a Changing Consumer Decision Journey"

More

David C. Edelman, Partner & Co-Leader, Global Digital Marketing Strategy Practice, McKinsey & Company

10:45 - 11:00am

Networking Break

11:00 - 11:30am

Spotlights



A: "Tackling New Digital Realities"

More

Jesse Cozart, Director of Strategic Accounts, DataXu

Chris Lobdell, Director of Sales Central Region, DataXu

John Gray, SVP, Director of Interactive Media, Team Detroit


Sponsored by:


 

B: "Verification to the Rescue!"

More

Paul Audino, VP, National Sales, DoubleVerify

 

Sponsored by:


 

C: "A Recipe for Success: 5 key ingredients for an integrated digital display marketing campaign"

More

Catherine Spurway, VP of Strategy, PointRoll

Jim Price, President & CEO, Empower MediaMarketing

Sponsored by:

11:30 - 11:45am

Networking Break

11:45am - 12:15pm

Spotlights (Repeated)

12:15 - 1:30pm

Lunch

Sponsored by:

1:30 - 2:30pm

Town Hall: “How Brands Can Exploit the Digital Roadmap of Political Marketing”

More

Todd Herman, Founder, Hour72 // Marketing: Mobilized

First Reponders: Kip Edwardson, Director, Interactive Marketing, Scotts Miracle-Gro Company

Joseph Adolph, Manager, Digital Advertising, JetBlue

Beverly Jackson, Director Marketing and Social Media, The Recording Academy/The GRAMMY Awards

2:30 - 4:50pm

Free Time

2:30 - 5:00pm

Shipping Desk (Brand Marketers Only)

 

Sponsored by:

2:45 - 3:15pm

Brand Marketer Feedback Meeting (optional)

2:45 - 3:15pm

Seller Feedback Meeting (optional)

4:40 - 6:30pm

A new by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meetings with individuals they choose before the event.

 

Sponsored by:

6:30 - 7:30pm

Cocktail Reception

 

Sponsored by:

7:30 - 9:30pm

Dinner

9:30 - 11:30pm

After Dinner Reception

Wednesday, March 9th: 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.

Kleenex, Windex, Xerox, Band-aid...How do you breakthrough when you are entering a market where someone has 70% market share? How do you get people to listen when a category has been defined in a consumers mind? Come listen to Danielle Tiedt, GM of Consumer Marketing for Bing, share with you the story of how Microsoft went from underdog to success story in search with the launch of Bing. Learn about the scientific approach Bing Marketing took to break the search habit and get insight into the testing and analytics tools they engineered to build a fan base and make that fan base work for them.

Most organizations feel challenged when determining how to mobilize employees in social media on behalf of their brand, but IBM has found a way. In fact, IBM has successfully and consistently enabled thousands of experts around the globe to build and maintain a presence in social media that grows the professional influence of the individual while advancing the goals of the business. In this session, Susan Emerick of IBM and Chris Boudreaux of Converseon discuss the fundamentals of enabling a workforce for social engagement, including tools that participants can use at your brand, and lessons from IBM that you can use to grow your brand’s ability to achieve business outcomes through social media.

The why of buy is a trillion-dollar question. Many seemingly rational, conscious decisions of preference and buying are greatly influenced by active relationships that are only accelerated In the digital world of communities and inter-connectedness. The inescapable influence of non-conscious decision-making on the biology of brand relationships is of critical importance to brand builders. In this digital age, brand relationships have never been more fragile and require active measurement and management to sustain a competitive advantage and boost sales.

This presentation will share a revolutionary new relationship segmentation along with primary brand research across multiple categories. The four types of brand relationships have been derived from an extensive global database and will provide a provocative understanding of brand relationships and its impact on consumer decision-making. This data will challenge much of what has traditionally been used to assess brand performance in the digital space and in the process unleash new insights about your customer.

Key takeaways include:

  • An understanding of both conscious and unconscious decision making
  • A new framework to evaluate brand relationships in a digital context
  • Insight into the importance of measuring the signal strength of a brand relationship

More and more marketers are recognizing that "campaign-based" mindsets are becoming a thing of the past. In this era of real-time, 24/7 listening, LBS messaging and social monitoring, more and more brand management teams are evolving towards “brand as channel:” that is, Brands being in the content creation, curation, syndication and application business – rather than just thinking from linear campaign to campaign.

Two marketers that have embraced this philosophy and have hired heads of "content" are General Electric and American Express. As an industry innovator in developing new ad units and ad formats for new platforms and technologies, Alan Schulman, CCO of U.DIG > The Digital Innovations Group, will reveal how these marketers have transformed their brand teams and messaging approaches from campaign-based mindsets to becoming pervasive content creators/syndicators. He will reveal how they now approach their communications as "brand as API / channel content providers" to their targets on a real-time, 24/7/365 basis.

Is this what the future of brand management looks like in the digital age? Schulman believes so, and thinks the subject and cases are worthy of debate and deeper conversation.

Building on the conference theme of "storytelling" as a brand imperative, this discussion will introduce the Consumer Decision Journey (CDJ) as a key framework for engaging consumers in your story. This is a huge pivot from traditional marketing funnel thinking that aims to push a broad reach of target customers down through to a purchase decision. Instead, the CDJ encourages marketers to help consumers learn about, buy, and bond with a brand, also making it easier for them to become advocates that amplify your brand's reach. Along this interactive CDJ, a marketer should be laying the groundwork of "story making" for the consumer, enabling consumers to be part of the brand story, making it their own as they go through their journey. From our research, we have seen several archetypes of consumer segments emerging that are inclined toward different kinds of journeys, and therefore seek different story-types. The discussion will describe case examples of how brands have re-crafted their planning to align with these segments and deliver distinctive journeys. In closing, we will talk about how marketers can step up to drive the broader changes needed in their organizations to enable real "story making" that cuts across channels, products, and the end-to-end journey. For marketers, this is a time of serious challenges, as the orthodoxies of push and traditional marketing get turned on their heads. But it is also a time of unprecedented opportunity for marketing to take more of a leadership role in driving their executive leadership team to be more "customer-loyal," and ultimately, competitively advantaged.

This session will use a town hall format to explore what brand marketers can learn from the multi-channel mobilization models of the two major political parties as well as from third-party groups spanning every demographic in America to win races that range from small-town sheriff to President of the United States. Participants will learn and discuss how story, math and psychology play at the center of the political mobilization machinery, and how 18-months of such preparation lays the foundation for a 72-hour blast of logistical excellence.

A national political campaign will identify, activate and turn out up to 60 million voters in a single election cycle. The techniques employed by campaign entities may bear some similarities to brand marketing, but the differences in timing, focus, and intensity are vast.

• Do high-risk brand launches need mobilization on this scale?

• What aspects of political marketing should never cross over into brand marketing?

• How might a national political party take on the Google vs. Bing battle?

Todd Herman brings a unique point of view to the discussion. A longtime digital media executive and entrepreneur, he has played central roles in some of the most important advances in digital media... and from 2009 through 2010 Herman was a “temporary-insider” at the highest level of party politics in Washington D.C.

With the proliferation of digital and social media changing the way we communicate and an uncertain economy putting a strain on spending, a new reality faces the media and marketing industries. Management teams at all sorts of companies are asking: “Are we set up to succeed in technology-driven world?” The old system of agencies employing a few creative teams to come up with agenda-setting ideas for brands simply doesn’t make sense in an era where ideas can and should come from anywhere. Thanks to digital tools and the internet, businesses can can now tap into the wider world of creativity and do so with a leaner infrastructure.

As the world becomes more digitally connected, novel and nontraditional approaches will be welcomed by CMOs looking for different ways to tell stories, solve problems and sell products. This presentation will explore how new models and methods like crowdsourcing can expand help marketers achieve a wider breadth of ideation and help develop a dialogue with customer bases.

Key takeaways include:

• Tools for cultivating fluidity in thinking, organization and idea generation in a new reality

• A deeper understanding of new creation models, including crowdsourcing

A new type of web media buy is all the rage within the last few months: technology assisted media buys or “data enabled buying.” It has come out of nowhere to become 10 to 20% of all web buying in 2010. The ability to use data to buy audience – a.k.a. targeted impressions – rather than gross impressions is a huge game changer now and for the future. So what does this mean for brands?

•We will buy target audience rather than impressions, with the ability to facilitate messaging to each piece of the audience, serving up dynamic creative to meet their demographic, geographic, psychographic, and behavioral needs. Complex stories could be managed as a simple copy change.

•We will own data that is currently owned by sites, and this data cube will grow with each campaign, increasing the effectiveness of targeting downstream.

•As we begin to use these technologies to improve our media buys and hone in our messaging, waste inventory can be significantly reduced.

If everyone else is doing this and your brand doesn’t, you will be stuck with the “leftovers” of inventory and audiences. In this session, David Smith of Mediasmith and Jocelyn Chambers of Citrix Online will explain this new landscape, how to make these technologies work for you, and share how they have made data enabled buying work for Citrix.

On February 11, 2011 Disney released a new kids movie called "Gnomeo & Juliet" based on William Shakespeare's "Romeo and Juliet." Why? What made Disney think that an animated love story about lawn gnomes would somehow be better – or, at least, more marketable -- with a connection to a play first performed in London in 1595? The answer is simple: Shakespeare created one of history’s most powerful brands. Allusions to and adaptations of his plays permeate our culture, and not just in movies and TV. In Corpus Christi in 1845, while serving in the infantry, bored and waiting for the Mexican War to start, future President Ulysses S. Grant killed time playing the role of Desdemona-- the female lead in "Othello." Imagine George W. Bush or Barack Obama doing that! We don’t typically think of Shakespeare as a successful brand story, but we should because the way Shakespeare created, bonded with and nurtured his customer base has actionable lessons for marketers today. Don’t get distracted by the tights, skulls, swords and iambic pentameter: what really distinguished Shakespeare was his longitudinal and economic relationship with his customers. In today's insight address, iMedia's own Chief Content Officer (and a bona fide Shakespearean) will unpack this economic relationship and explore how deploying the Shakespeare Strategy can empower marketing in today’s digital media landscape.

Emerging digital media has brought us to a breakpoint in advertising —one that mirrors the pioneering days of television advertising. The seismic shift to an all digital world, is making reaching and engaging the connected consumer complex and challenging. Brands now realize that 50 years of advertising approaches must change dramatically. To thrive in this new world, it requires a completely new way of thinking about metrics, spending, processes and people.

You can’t stay on the sidelines anymore. Join DataXu-- the industry’s leading demand side platform (DSP) and today’s top brand marketers in a discussion on the new breed of advertising technologies that centrally process and analyze data to cost efficiently discover large volumes of qualified consumers at scale to drive better returns on ad spend and consumer insights that deliver competitive advantage. Come learn the new watch words in the new digital landscape: trust, transparency, engagement, audience discovery, and advanced analytical insights.

There are new opportunities in communications changed by personal media, mobility, and digitized social interaction. The advertising industry must address the seismic paradigm-shift from national media to a universe of exploding hyperlocal communities.

80% of store sales originate within a 14 minute drive from wherever the consumer is located. Virtual communities, new shopping behaviors, and new competitors have changed the game and are confronting consumers in their neighborhoods. Brands and marketers in consumer-driven media must carve a unique path by maintaining a pure, people-focused approach to advertising. These challenges could be turned into a real competitive advantage.

In this master class you will hear how brands like 24 Hour Fitness partner with companies like Yelp and Geomentum to use hyperlocal devices and capabilities in order to change the way a brand story is told. Learn how you can create campaigns that customize creative based on where the viewer is located, get creative with map sponsorships, geo-target coupons, engage local consumers on their mobile phones, and more.

With a multitude of touch points available across traditional and digital media, how can we as marketers tell our brand stories by connecting the dots across multiple platforms in a social environment? What is the messaging persuasion, advertising, and marketing in the social environment where the brand’s role changes to become a co-storyteller with the consumer?

In this session, you will hear about recent Kibbles ‘n Bits and Milk-Bone campaigns: the platforms and strategies involved in maintaining social connections, and how they measured success. Don’t miss this insightful session!

The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.

DoubleVerify, the industry leader in online ad verification and compliance, presents "Verification Success Stories and Best Practices" with partner Mitchell Weinstein, Vice President of Digital Ad Operations at Universal McCann. More and more marketers, concerned for brand safety and compliance in online advertising, are turning to verification to keep every impression compliant. Learn how a Universal McCann Fortune 500 client worked with DoubleVerify to successfully establish a brand safe environment for their online advertising campaigns and drove ROI by eliminating wasteful campaign impressions.

In the development of every great sales team there are dozens of tradeoffs; moments where choice B is taken over option A. Do we hire digital experience or category expertise? Will our sales team be organized by agency or industry? Will I compensate on straight revenue or more subjective measures? Do I break my comp plan to keep that star from moving on or do I look to replace her? These and many other questions will be discussed during the Upstream Seller Lunch session. Upstream Group CEO and iMedia Senior Analyst Doug Weaver has worked with hundreds of sales leaders over the past 15 years and will be prepared to lead the room in an interactive and frank discussion of the options they’ll face and the values they’ll weigh in pursuing sales excellence and results in the months and years ahead.

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.