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San Francisco: March 9, 2010 - SOLD OUT!    Join the Waiting List

Mission Bay Conference Center at UCSF
1675 Owens Street
San Francisco, CA 94143 – 3008

9:00 AM – 9:30 AM

Breakfast & Networking

Sponsored by:
Yahoo!

9:30 AM - 9:50 AM

Opening Remarks

9:50 AM – 10:30 AM

Jack Daniel's & NBC Local Media
Classic Stories—Classic Nights

Brown-Forman tasked NBC Local Media and Universal McCann with building brand imagery that emphasized the premium and unique qualities of Jack Daniel's, while aligning the iconic American brand’s association with “simplicity.” Classic Stories—Classic Nights,the resulting video series, captured celebrities who exemplify the Jack Daniel's target audience and share their definition of a classic night.
 
Understand how the art of storytelling, along with well executed content production and integration, can truly bring brand values to life—deeply resonating with a consumer audience.

Marjorie Dufek, Interactive Marketing Director, Jack Daniel's Family of Brands
Sean O'Sullivan, Senior Vice President, Group Media Director, Universal McCann
Omar Yousif, Creative Director, NBC Local Media

10:30 AM – 11:10 AM

Ford Motor Company & AOL Latino
Tu Voz (“Your Voice”): Women’s Empowerment Destination

AOL Latino, Ford Motor Company and Zubi Advertising partnered in 2009 to create an online destination dedicated to empowering Hispanic women with knowledge about health/fitness/nutrition, money/wealth creation, lifestyle, career/education and automobile interests. The site’s mix of editorial and branded content aimed to make these conversations top-of-mind for Hispanic women and to provide education and a sense of community—ultimately driving Ford vehicle consideration and sales.
 
Learn how to leverage a community environment to create true partnerships with your target audience, setting the stage for a lasting brand relationship.

Olivia Maloney, Director, AOL Latino
Maylinn de la Maza, Account Director, Zubi Advertising
Edgar Ochoa, Director, Original Programming, AOL Latino

11:10 AM - 11:30 AM

Networking Refreshment Break

Sponsored by:
Yahoo!

11:30 AM – 12:10 PM

ConAgra Hunt’s & Martha Stewart Living Omnimedia
360 Marketing: Cooking Up Big Ideas for Big Brand Buzz

Certain consumers have a passion for cooking.  Martha Stewart and Hunt’s tomatoes naturally connect with this passion point and partnered to leverage that connection.  Together with ConAgra and MediaCom, Martha Stewart Living Omnimedia developed a cross-platform marketing plan, perfectly aligning with the release of Cooking School: Lessons for the Home Cook, an informative cookbook featuring recipes with step-by-step photographs that don't just teach you what to cook, but how to cook it. The effort seamlessly integrated Hunt’s Tomato's “What Cooks Know” communication throughout print, digital, broadcast, at Viking Cooking Schools and a nationwide book tour with Martha Stewart.  This program marked the first-ever advertiser integration and sponsorship of a Martha Stewart book, aligning content from the book across multiple consumer touch-points.

Discover how developing an organic cross-platform marketing program can connect you with your target audience.

Fernando Arriola, Senior Director, Media, ConAgra Foods
Christine Cook, Senior Vice President, Digital Ad Sales, Martha Stewart Living Omnimedia
Andrea (Javor) Sternshein, Partner, Senior Communications Planning Director, MediaCom

12:10 PM – 12:20 PM

Yahoo! Presentation

Christina Mautz, Director, B2B Marketing, Yahoo!

12:20 PM – 1:30 PM

Networking Luncheon

Sponsored by:
Yahoo!

1:30 PM – 1:40 PM

Welcome Back Remarks

1:40 PM – 2:20 PM

Ace Hardware & Microsoft
Retail Meets Mobile

During the 2009 holiday season Ace Hardware teamed up with Microsoft Mobile Advertising and Horizon Media to reach and engage its target audience during the busiest shopping and decorating season of the year. The result was a broad array of mobile tactics ranging from behavioral targeting to on-deck placement that drove in-store traffic and built brand awareness for Ace Hardware’s 4,400 nationwide stores.
 
Take a deep dive into this successful campaign—from conception to execution—to learn how and why mobile is a “must have” for any media mix.

Domingo Gonzalez, Mobile CRM and Media Strategy, Horizon Media
Jay Sampson, Senior Director, Emerging Media, Microsoft Advertising

2:20 PM - 3:00 PM

Universal Studios & appssavvy
Public Enemies on Zynga's Mafia Wars

Universal Studios Home Entertainment and its agency, Ignited, teamed with appssavvy to launch an unprecedented social media campaign to promote the film Public Enemies, and its high-profile December 2009 Blu-ray and DVD release. The campaign, a first-of-its-kind integration on the wildly popular Facebook game, Zynga's Mafia Wars, delivered an incredibly dynamic environment to integrate Public Enemies and effectively engage a significant and relevant audience in ways that would impress even John Dillinger.

Experience how creating and delivering value in a social media environment in a relevant way leads to blockbuster success.

Dave Martin, Vice President, Digital Media, Ignited
Michael Vos, West Coast Director, appssavvy

3:00 PM - 3:20 PM

Networking Refreshment Break

Sponsored by:
Yahoo!

3:20 PM - 4:00 PM

Electronic Arts & Disney Media
Integration from Online to Onboard


Electronic Arts partnered with Disney Online, Disney Cruise Line and Wieden+Kennedy to launch EA Sports Active, a new fitness game for the Nintendo Wii targeted to moms. Deep integration involving multiple media properties, sweepstakes and tie-ins to live exercise classes onboard Disney Cruise Line’s Goofy Pool Deck allowed Electronic Arts to reach its audience in a persuasive and engaging way. 

Get a look at what true integration looks like and how it can engage and excite your target audience.

Brad Davis, Senior Vice President, Digital Media Sales & West Coast Multi-Platform Leader, Disney Online
Dana Marineau, Advertising Director, Electronic Arts
René Santaella, Director, Digital Media Sales Marketing, Disney Online
Kim Sizemore, Media Supervisor, Wieden+Kennedy

4:00 PM – 4:30 PM Closing Remarks
5:00 PM - 7:00 PM

IAB.networking
Reception

Mars
798 Brannan Street, San Francisco, CA 94103
5:00pm - 7:00pm

Sponsored by:
Yahoo!