Thursday, July 28, 2011
IAB MIXX 2011 to Explore Storybuilding in the Digital Age

IAB Enters Unique Partnership with The Martin Agency to Incorporate Agency Insights into Programming Premier Interactive Advertising Industry Event

NEW YORK, NY (July 28, 2011) — The Interactive Advertising Bureau (IAB) will take on one of the industry’s biggest issues in this year’s IAB MIXX Conference & Expo 2011 with the theme of “What’s the Story? Building Narrative in the Digital Age.” To bolster thought leadership and creative insights on this topic, the IAB has teamed with The Martin Agency to collaborate on this year’s event.

The two organizations will program the event to explore the science and art of powerful narrative in the digital age. As always, the event will assemble thought-provoking, provocative content and convene the interactive advertising ecosystem’s most adept storytellers and storybuilders to deliver an unprecedented two-day event that examines the dynamic worlds of media and brand.

“Great advertising creative has always been able to tell a story that evokes emotion and response from its audience. This conference will explore the unparalleled opportunities and challenges that interactive advertising presents to marketers as they build and disseminate their narratives,” said Randall Rothenberg, President and CEO, IAB. “Fostering deep relationships with agency voices in new and innovative ways—such as this partnership with The Martin Agency—ensures that the IAB continually develops events that constructively address concerns and issues across the interactive advertising industry landscape.”

“Storytelling has always been a critical element of what makes us human,” said Mike Hughes, President of The Martin Agency. “New technologies are creating transformative cultural shifts in how stories are created, shared, understood—and now constantly reshaped. Like journalists and educators, marketers charged with creating or building brand stories today cannot afford to ignore this revolution. Our partnership with the IAB will generate thoughtful dialogues for anyone involved in today’s interactive storybuilding.”

Hughes will also be speaking at the event, alongside other top industry leaders and influencers, including:

  • Nick Brien, Chief Executive Officer, McCann Worldgroup
  • Carolyn Everson, Vice-President, Global Marketing Solutions, Facebook
  • Jaron Lanier, Partner Architect, Microsoft Research
  • Michael Lazerow, Chief Executive Officer and Founder, Buddy Media
  • Jonathan Mildenhall, Vice President, Global Advertising Strategy and Creative Excellence, The Coca-Cola Company
  • Charlie Rose, Journalist
  • Jeff Weiner, Chief Executive Officer, LinkedIn

The seventh annual IAB MIXX Conference & Expo “What’s the Story? Building Narrative in the Digital Age” will be held at the Crowne Plaza Times Square, New York City on October 3 and 4.

For more information and registration details, visit:

About The Martin Agency
The Martin Agency offers unified advertising, strategic planning, media, direct response, interactive, data analytics, design and content creation. Clients include the American Cancer Society, BFGoodrich, Comcast, Discover Financial,, Expedia, GEICO, Hanes, LivingSocial, Morgan Stanley, Norwegian Cruise Line, PING, Pizza Hut, Sun Life Financial, Tylenol and Walmart.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

IAB Media Contact
Laura Goldberg
[email protected]