Agenda

Agenda

8:00 AM

Registration Opens

Sponsored by:
BBC.com

8:00 AM - 9:00 AM

Registration and Breakfast

Breakfast sponsored by:
DoubleClick

9:00 AM - 9:15 AM

Welcome Remarks

Randall Rothenberg, President & CEO, Interactive Advertising Bureau

9:15 AM - 10:00 AM

Wizards at Work
Powerful Results from Doing It Right: A Case Study in Collaboration

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.

Deborah Meyer
Deborah Meyer, Vice President and Chief Marketing Officer, Chrysler LLC
Jules Daly, President, RSA
Rick Dennis, Executive Creative Director, BBDO Detroit
Brian DiLorenzo, EVP, Director of Integrated Production, BBDO North America
Joe DiMeglio, Vice President of Engagement Management, Organic
Jason Harris, President, Mekanism

10:00 AM - 10:45 AM

Mine, Yours, Ours
Getting Over the Ownership of Ideas

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
Brian DiLorenzo, EVP, Director of Integrated Production, BBDO North America
Deborah Meyer, Vice President and Chief Marketing Officer, Chrysler LLC
Alan Schulman, Chairman, Chief Creative Officer, U . D I G > The Digital Innovations Group
Rick Webb, Co-Founder & COO, The Barbarian Group

10:45 AM - 11:15 AM

Networking & Refreshment Break

Sponsored by:
NBC Universal Digital Media

11:15 AM - 12:00 PM

This Is Not Your Father's Org Chart
How a World-Class Digital Agency Organizes for Success

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
Plaza Suite, Mezzanine Level

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

DoubleClick

NBC Universal Digital Media
Sutton Suite, 2nd Floor

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

NBC Universal Digital Media

ABC Digital
Hudson Suite, Mezzanine Level

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.

ABC Interactive

12:45 PM - 1:45 PM

Networking Lunch

Sponsored by:
DoubleClick

1:45 PM - 2:30 PM

Workshops

DoubleClick
Plaza Suite, Mezzanine Level

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

DoubleClick

NBC Universal Digital Media
Sutton Suite, 2nd Floor

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

NBC Universal Digital Media

ABC Digital
Hudson Suite, Mezzanine Level

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.

ABC Interactive

2:30 PM - 3:30 PM

Wizards at Work
Anatomy of a Gold-Winning Campaign

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
 See the Video

Justin Prough, Creative Director, TEQUILA\

Adobe Layer Tennis — Winner of Gold for Product Launch and Business-to-Business
 See the Video

Joshua Spanier, Director of Communication Strategy, Goodby, Silverstein & Partners
John Travis, VP Brand Marketing, Adobe Systems Incorporated

3:30 PM - 4:00 PM

Networking & Refreshment Break

Sponsored by:
NBC Universal Digital Media

4:00 PM - 4:45 PM

Up Your Odds: Social Media Optimization
Answering Demands to "Go Viral"

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
Chris Meador, Senior Director of Brand Strategy, NBC News and MSNBC
Bryan Wiener, CEO, 360i

4:45 PM - 5:30 PM

Does Size Matter?
Scope and Scale: Growing Up without Going Wrong

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)
Michael Ferdman, President/Founder, Firstborn
Darren Paul, Managing Partner and Co-Founder, Night Agency
Marlene Root, VP Director of Quality of Life, Crispin Porter + Bogusky

5:30 PM - 6:30 PM

Networking Cocktail Reception


Principal Sponsor: Title Sponsor: VIP Sponsor: Supporting Sponsors: Produced by:
DoubleClick NBC Universal Digital Media ABC Interactive
BBC.com
Interactive Advertising Bureau

View complete sponsor info ยป

This best in show campaign from Nissan and Tequila truly exemplifies excellence in interactive advertising. The goal was to reach older, but still youthful, GenXers for the launch of the Nissan Rogue by demonstrating its combination of style, interior functionality and extremely fun-to-drive demeanor thereby proving that Rogue was the perfect choice for the 'still in the game' GenX audience. This "still in the game" idea spawned viral videos depicting a 'Maze Master' which were seamlessly integrated with NBC's Heroes through TV spots, interactive video ads, banner ads and mobile content. The viral videos were viewed over 200,000 times in the initial 4 weeks of the campaign, helping Rogue become one of the most successful launches in Nissan history.
To get creative professionals — designers, photographers, animators and especially advertising creatives — excited about Adobe's Creative Suite 3 (CS3) software, Goodby, Silverstein & Partners eschewed conventional solutions like page ads, event sponsorships, banners, etc. Knowing creatives operate within a very tight-knit community and are evangelical about the things they love, the objective of Layer Tennis was to create a new reason to discuss and interact with the product in a social context. This engagement was far more effective for Adobe than any amount of traditional media impressions. Relying solely on word of mouth, this game drew 50,000 creatives for the first match, over half a million viewers during the 14-week campaign and led to sales of CS3 accounting for 64% of Adobe's total revenue in 2007.