Agenda
| 8:00 AM |
Registration Opens Sponsored by: |
| 8:00 AM - 9:00 AM |
Registration and Breakfast Breakfast sponsored by: |
| 9:00 AM - 9:15 AM |
Welcome Remarks Randall Rothenberg, President & CEO, Interactive Advertising Bureau |
| 9:15 AM - 10:00 AM |
Wizards at Work As the scope and complexity of campaigns escalate, the need for strong partnerships between and among marketers and mainline agencies, digital agencies and digital production companies intensifies. Major players in advertising and marketing give you a peek behind the curtain revealing how they're driving cooperation across multiple teams and partners. Learn how doing it right leads to satisfied clients and ultimately more business.
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| 10:00 AM - 10:45 AM |
Mine, Yours, Ours Building on the previous presentation this session addresses the impact of the deep integration, which is becoming more commonplace among agency partners. Learning to compete, and yet collaborate, to create campaigns that win recognition, budgets and new clients is of paramount importance, especially in trying economic times. Hear multiple stakeholders discuss why moving beyond the question of who owns ideas puts the focus back on what really matters — delivering the best work for your clients and their brands. Moderator: Jon Schneider, EVP, Client Service Director/NY, MRM Worldwide |
| 10:45 AM - 11:15 AM |
Networking & Refreshment Break Sponsored by: |
| 11:15 AM - 12:00 PM |
This Is Not Your Father's Org Chart Wall-less! Fully integrated! Villages! Flat! Agencies continuously evaluate and update their structures in the drive to remain current and responsive to ever-changing demands. A leader of a top digital agency describes how he and his team built a nontraditional model and shares his insights on how and why this structure allows for the creation of best-in-class work. Barry Wacksman, EVP, Chief Growth Officer, R/GA |
| 12:00 PM - 12:45 PM |
Workshops DoubleClick Rich Media's Role in the Nerve Center DoubleClick's tagline, "the nerve center of digital marketing," is derived from its role as a technology provider to both publishers and agencies. Rich media has an important part to play in this nerve center. For publishers, custom rich media units specific to a site help differentiate inventory and make it easier to stand out when responding to RFPs. For agencies and advertisers, custom rich media units gets the attention of audiences, thanks to their unique size, shape, placement and interactive qualities. This session will focus on some of the custom rich media units in place today and explore how media buyers and media sellers can meet their goals with the medium. Presenter: Mark Coleman, North American Sales Director, Rich Media, Video and Emerging Publisher Solutions, DoubleClick
NBC Universal Digital Media ORIGINAL. DIGITAL. PROGRAMMING. Join NBC Universal Digital Studio for an overview of custom digital branded entertainment and best practices. This session includes a case study on Gemini Division, the Studio's first original online series, highlighting the distribution, promotion and marketing strategy of the show and the benefits to brands for participation. Lauren Bloom, Brand Strategy, Manager, NBCU Digital Studio
ABC Digital Long Form Video Online: Maximizing the Consumer and Advertiser Experience. Join ABC.com for a presentation of results from Disney — ABC Television's Full Episode Player. Results focus on advertising effectiveness, user interface questions, advertising resistance, and ad model effectiveness. You'll also learn about best practices for both publishers and advertisers and hear plans for the future of the medium, based on original research recently concluded by ABC.
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| 12:45 PM - 1:45 PM |
Networking Lunch Sponsored by: |
| 1:45 PM - 2:30 PM |
Workshops DoubleClick Rich Media's Role in the Nerve Center DoubleClick's tagline, "the nerve center of digital marketing," is derived from its role as a technology provider to both publishers and agencies. Rich media has an important part to play in this nerve center. For publishers, custom rich media units specific to a site help differentiate inventory and make it easier to stand out when responding to RFPs. For agencies and advertisers, custom rich media units gets the attention of audiences, thanks to their unique size, shape, placement and interactive qualities. This session will focus on some of the custom rich media units in place today and explore how media buyers and media sellers can meet their goals with the medium. Presenter: Mark Coleman, North American Sales Director, Rich Media, Video and Emerging Publisher Solutions, DoubleClick
NBC Universal Digital Media ORIGINAL. DIGITAL. PROGRAMMING. Join NBC Universal Digital Studio for an overview of custom digital branded entertainment and best practices. This session includes a case study on Gemini Division, the Studio's first original online series, highlighting the distribution, promotion and marketing strategy of the show and the benefits to brands for participation. Lauren Bloom, Brand Strategy, Manager, NBCU Digital Studio
ABC Digital Long Form Video Online: Maximizing the Consumer and Advertiser Experience. Join ABC.com for a presentation of results from Disney — ABC Television's Full Episode Player. Results focus on advertising effectiveness, user interface questions, advertising resistance, and ad model effectiveness. You'll also learn about best practices for both publishers and advertisers and hear plans for the future of the medium, based on original research recently concluded by ABC.
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| 2:30 PM - 3:30 PM |
Wizards at Work Listen in as cross-functional teams from agencies and brands share the secrets of how they united to build some of the most creative and effective interactive advertising of the year, both winning IAB's MIXX Gold Awards in the process. These case studies will reveal the behind-the-scenes development, from the birth of ideas to final execution and evaluation of the work. A panel discussion with the executive presenters and questions from the audience follows. Nissan Rogue Launch — Winner of Best in Show and Gold for VOD/Interactive TV, Digital Video and Digital Integration Justin Prough, Creative Director, TEQUILA\ Adobe Layer Tennis — Winner of Gold for Product Launch and Business-to-Business Joshua Spanier, Director of Communication Strategy, Goodby, Silverstein & Partners |
| 3:30 PM - 4:00 PM |
Networking & Refreshment Break Sponsored by: |
| 4:00 PM - 4:45 PM |
Up Your Odds: Social Media Optimization Though it's attractive to clients, a "viral social media campaign" is not something an agency can predict or guarantee. It is possible, however, to up the odds of getting noticed and engage customers in a meaningful way by creating highly integrated experiences. Hear digital Wizards describe how they did it by incorporating social media optimization best practices to help their campaigns gain traction in a fragmented media world. Learn core social marketing principles and trends, capped by a case study by MSNBC on how they've increased awareness, consideration and reach across the social landscape. Sarah Hofstetter, VP of Emerging Media & Client Strategy, 360i |
| 4:45 PM - 5:30 PM |
Does Size Matter? How digital agencies balance the need to grow with the desire to generate cutting-edge work. Moderator: Freddie Laker, Director of Digital Strategy, Sapient and Founder, Society of Digital Agencies (SoDA) |
| 5:30 PM - 6:30 PM |
Networking Cocktail Reception |
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