INMA Innovative Advertising Seminar

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Innovative Advertising Seminar

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Thursday, February 16

Theme: Digital Ideas That Pay

Day Chairman: Bernard Asselin

7:45 a.m.
Registration and Coffee
>> Concourse II, Lobby Level

Kathleen Coleman 8:15 a.m.
Seminar Welcome
Kathleen Coleman, INMA North America Board President, and Director of Digital Business Operations & Product Development, The Spokesman-Review, Spokane

Bernard Asselin 8:30 a.m.
Program Overview
Bernard Asselin, Day Chair, and President and Chief Operating Officer, Communications Bleublancrouge, Montreal

8:40 a.m.
The Next Nine Years
The agency business is undergoing tumultuous change. Just when we think we have a handle on a new disruption in the marketing universe (e.g., Facebook, iPhone), something new comes along to throw it all back into chaos. Throughout its history, R/GA has reinvented itself every nine years. From computer-assisted filmmaking (1977-1985) to an integrated digital studio (2005-2012). Now R/GA is contemplating its next nine year cycle and the fifth reinvention in the company's history. Join R/GA's Barry Wacksman, EVP, Chief Growth Officer in an exploration of how to grow and thrive amid the chaos as R/GA contemplates the future of the agency business.
>> Barry Wacksman, Executive Vice President, Chief Growth Officer, RG/A Advertising Agency, New York

9:30 a.m.
Making the move into the information-superhighway-multi-platform-fully-integrated-all-things-digital world: What one TV network has learned (and you are welcome to copy)
The Publishing and TV industries have one very important thing in common: we're both sick of being compared to the music business. Fact is, we're all focused on taking our businesses into the digital era, while ensuring our current revenue streams continue for as long as humanly possible (yes please!). Over the last several years, Comedy Central - with a core target of young, tech-savvy guys who are the early adopters of anything that starts with "i" - has aggressively moved its brand beyond the TV screen. In this entertaining session, hear how we're transforming our thinking and approaches to become a truly multi-platform media brand.
>> Walter Levitt, Executive Vice President Marketing, Comedy Central, New York

10:20 a.m.
Networking Coffee Break
>> Concourse II, Lobby Level

10:40 a.m.
How to Market and Promote Your News Channels Towards All Clients
Amazing creative equals high-dollar ad spends. Learn how to wow advertising clients with agency-level service, and discover how to re-orient, re-energize and retool newspaper advertising teams into world-class providers of creative that drives results.
>> Marcelo Benez, Advertising Director, Folha de S.Paulo, Säo Paulo

11:30 a.m.
Innovative Ad Units That Work
Competing as a commodity is no fun when an ad is just a line-item on a spreadsheet, and an impression on one site is exactly the same as an impression on another. Collaborating with customers on break-through creative executions that deliver excitement (while still generating a strong ROI) is more rewarding for everyone involved. Todd Haskell, Vice President of Advertising at The New York Times/, will share the process that The Times uses to break through the clutter of the buying cycle, and some great executions that have resulted from this approach.
>> Todd Haskell, Vice President, Advertising, Digital Sales & Operations, The New York Times

12:15 noon
>> Concourse I, Lobby Level

1:30 p.m.
What Excites Gen Y?
It seems you can’t pick up a newspaper today without seeing an article about the importance of the Millenniel Generation (aka Gen Y), and the importance to marketers and advertisers in the Internet age. How does this group of digital natives consume news and information? What role, if any, do newspapers (both paper and online) play in their lives? This session will probe these questions and more through a panel discussion with several Gen Y students from the Miami Ad School, who are immersed in the pop culture and are passionate about advertising. Moderated by Murray Gaylord, VP Marketing and Customer Insights for The New York Times, this promises to be a lively and insightful hour.
>> Moderator: Murray Gaylord, Vice President, Digital Marketing and Customer Insights, The New York Times
>> Michelle BieleckiThe Miami Ad School
>> Kyle CranfordThe Miami Ad School
>> Mary Beth KoethThe Miami Ad School
>> Zuzanna KozlowskaThe Miami Ad School
>> Darren ZavarellaThe Miami Ad School

2:30 p.m.
Go Mobile Young Man! The Importance of Mobile In the Digital Portfolio
People are the most important components of any digital strategy. Learn more about how people are using technology to bring generations and audiences together to create new behaviors. Discover how companies can benefit from this incredible movement to create new revenue sources and models to benefit readers, users, advertisers and shareholders...all integrated and all at the same time!
>> Paulo Mira, President & CEO, PHD Mobi, Miami

3:15 p.m.
Networking Coffee Break
>> Concourse II, Lobby Level

Sponsored by:

3:30 p.m.
Digital First Update
Hear the latest on digital revenue opportunities, where we will see growth in the coming months/years, and Postmedia’s ‘Digital First’ strategy for today and tomorrow.
>> Wayne Parrish, Chief Operations Officer, Postmedia Network Inc., Toronto

4:15 p.m.
Trends in Digital Advertising: The Digital Landscape Will Continue to Offer Multiple Opportunities
News executives are constantly trying to stay ahead of the curve and adapt to change. Nicolas Darveau-Garneau with Google Québec will present insights on consumer habits, trends, and stats, with a focus on cutting edge digital advertising solutions. The goal of this session is to spark new ideas on how newsmedia executives can continue to innovate on the advertising side of business.
>> Nicolas Darveau-Garneau, Managing Director, Google Québec, Montréal

5:00 p.m.
Overview and Takeaways

5:15 p.m.
Day Concludes

5:30 p.m.
Cocktail Reception
>> Pool Area, Miami Intercontinental Hotel

Friday, February 17

Theme: Digital Solutions

Day Chairman: Kirk MacDonald

8:00 a.m.
>> Concourse II, Lobby Level

8:30 a.m.
Welcome and Overview
Kirk MacDonald, Day Chair, and Executive Vice President of Sales, Digital First Media, Denver

8:45 a.m.
Forget Being a Market Leader, Start(up) Becoming a Disruptor
Leading companies often fail to stay on top when disruptive technologies enter the market, precisely because their focus on serving current customers leaves them vulnerable to change. In Silicon Valley, the pervasive entrepreneurial approach to problem-solving has had an unparalleled impact on our business. So what happens when an experienced, big-media journalist takes a year off to "disrupt" digital advertising?
>> Justin Ferrell, John S. Knight Journalism Fellow at Stanford University, on leave from The Washington Post, where he was the Director of Digital, Mobile & New Product Design

9:45 a.m.
Digital Ad Networks: Which Is the Fastest Growing Segment of the Digital Revenue Line?
>> Michael Barrett, Chief Executive Officer, Admeld, New York
>> Brock Berry, Vice President of AdTaxi Networks, Digital First Media, Denver
>> Shelby Carlson, Mobile, Social Sales, and Marketing Director, Digital First Media and The Denver Post
>> Ben Eason, Chief Executive Officer, The Networked Planet, Tampa

10:45 a.m.
Networking Coffee Break
>> Concourse II, Lobby Level

11:00 a.m.
Data is the New Oil
Data is just like crude. It's valuable but if unrefined it cannot really be used. Campaign performance dashboards are the new "refineries" of data for newspaper publishers and their customers. The CEO of ClickFuel, Steve Pogorzelski, will provide a sneak peek of the industry's first comparison engine built from analytical customer data rather than anecdotal recommendations. Discover how dashboards tie together digital ad network elements, which result in a greater ROI.
>> Steve Pogorzelski, Chief Executive Officer, Clickfuel, Boston

11:45 a.m.
Digital Bundles 2.0: It Might Be Time to Drop Print From the Integrated Model
>> Ryan Christiansen, Central Region Digital Advertising Director, Digital First Media/The Denver Post

12:30 p.m.
Lunch Speaker: Why Media Companies and Their Agencies Will Destroy Us if We Let Them
>> Greg Stuart, Chief Executive Officer, MMA, New York

1:45 p.m.
Digital Advertising Show Stoppers
Suzanne Raitt, from Newspapers Canada, will raise the bar by sharing the best of the best. The latest digital creative ad examples from Canada and around the world are combined with compelling research to make the case for advertising digitally!
>> Suzanne Raitt, Vice President, Marketing and Innovation, Newspapers Canada, Toronto

2:30 p.m.
Overview and Takeaways

3:00 p.m.
Seminar Concludes

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