Innovative Advertising Seminar

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Innovative Advertising Seminar

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Monday, February 11
Day Chairman: Bernard Asselin

7:45 a.m.
Registration and Coffee
>> Merrick Room, Lobby Level

Sandy MacLeod 8:30 a.m.
Sandy MacLeod, INMA North America Board President, and VP of Consumer Marketing & Strategy, The Toronto Star, Toronto

Bernard Asselin 8:35 a.m.
Program Overview
Bernard Asselin, Day Chair, and President and Chief Operating Officer, Communications Bleublancrouge, Montreal

8:45 a.m.
The AR Tsunami: Gravity Jack shows how to mix it up with print, digital, mobile and more
Gravity Jack has served big-ticket clients - Lady Gaga, Hewlett-Packard, Coca Cola and others - looking for fresh ways to engage audiences. Hear CMO Nick Pintler's take on discovering new markets and revenue, and bringing print to life through augmented reality.
>> Nick Pintler, Chief Marketing Officer, Gravity Jack, Spokane

9:45 a.m.
Engagement and Innovation on Multi-Platforms: The Huffington Post Story
Take a look at the current landscape of online versus traditional media and five trends in online media that are helping to close the gap. Graham will share innovative ad formats that AOL and HuffPost are deploying as they invest in capturing engaged audiences on multi-platforms. Engagement and cross platform (with respect to online) is growing rapidly. Are the advertising dollars following suit? If not, why not?
>> Graham Moysey, General Manager, AOL Canada/Huffington Post Canada, Toronto

10:30 a.m.
Networking Coffee Break
>> Merrick Room, Lobby Level

Sponsored by:

11:00 a.m.
Top Five Advertising Priorities for 2013...and they are not what you think
Barbara Cohen will share her perspective on what local newsmedia advertising executives need to put at the top of list in 2013. This will reflect her recent work with clients across industries. Expect a candid and perhaps somewhat unexpected look at the revenue side of the business.
>> Barbara Cohen, President, Kannon Consulting, Chicago

11:45 a.m.
>> Isles Room, Lobby Level

12:45 p.m.
Social Media Marketing: Opportunities & Challenges
With 35 cents of every ad dollar projected to be spent on Social Media (Interactive Advertising) by 2016, this presentation addresses opportunities and challenges for news-media companies. How can Social Media - and other Interactive Advertising channels - be integrated into the marketing mix to grow audience and revenue? What strategies and tactics hold the greatest potential for maximizing your return on investment?
>> Michelle Mastrobattista, Social Media Director, Propel Marketing, Massachusetts

1:30 p.m.
Mobile Opportunities You Can't Miss
Discover how to touch people's heart using technology. Paulo will share ways people are using technology to bring generations and audiences together. Learn 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 at the same time!
>> Paulo Mira, President & CEO, PHD Mobi, Miami

2:15 p.m.
Networking Coffee Break
>> Merrick Room, Lobby Level

2:45 p.m.
Where Is the Consumer Going?
This panel will review audience and media usage trends across the industry, including advertising consumption in Canada, Latin America and the USA. Further understand how the consumer market is moving and what that suggests on how newspapers need to react.
>> Moderator: Jim Conaghan, Vice President, Research, NAA, Arlington
>> Anne Crassweller, President, NADbank Inc., Toronto
>> Gary Meo, Senior Vice President, Print & Digital Media Services, Scarborough Research, Austin
>> Roberto Lobl, Regional Director, IBOPE Media, Brazil

3:30 p.m.
Journey from the Octagon to Popular Culture: The path and lessons of Georges St-Pierre
Georges "Rush" St-Pierre, also known as "GSP," is a Canadian professional mixed martial artist and UFC world champion who holds black belts in both Kyokushin karate and Brazilian Jiu Jitsu. Georges was raised in St-Isidore, Quebec, a town of about 2,000 people. As a child he was bullied for years by older schoolmates and decided to defend himself.

Learn the story of the transformation of a unique sports champion into a worldwide super brand through multi-platform innovation. Justin will give you insights on how this client approached a brand and advertising challenge and how to connect with your products and services.
>> Justin Kingsley, Partner, Sid Lee, Montreal

4:30 p.m.

4:45 p.m.
Day Concludes

5:00 p.m.
Cocktail Reception
>> Pool Area, Miami Intercontinental Hotel

Tuesday, February 12
Day Chairman: Jim Conaghan

8:00 a.m.
>> Merrick Room, Lobby Level

8:30 a.m.
Welcome and Overview
Jim Conaghan, Day Chair and Vice President, Research, NAA, Arlington

8:45 a.m.
Looking at Our Industry From 30,000 Feet: Is it a nice view?
Michael will provide a diagnosis of the industry.
>> Michael Lamb, Partner, McKinsey & Co., New York

9:45 a.m.
Real-Time Bidding
Spending on real time-bidded display advertising will accelerate at a 59% compound annual growth rate through 2016, making in the fastest growing segment of digital advertising over the next few years. Source: Real-Time Bidding in the US and worldwide 2011-2016 IDC ad spending report.

Publishers have an opportunity to understand the RTB model and leverage owned data to both grow incremental revenue as well as use the metrics around RTB to help hold premium ad rates and establish a true value for the word 'premium'. This session will outline the steps their AdTaxi brand has taken to utilize RTB as a tool to bolster revenue via other digital products like SEM, social and email.
>> Kirk MacDonald, Executive Vice President of Sales, Digital First Media, Denver

10:45 a.m.
Networking Coffee Break
>> Merrick Room, Lobby Level

Sponsored by:

11:15 a.m.
A Real-Life Case Study from Toronto Star's Integrated Solution's Team
Agencies and clients are expecting more from media as they work through their investment considerations. Large RFPs are being issued with 2-3 days turnaround times and multi platform integrated programs with content and pre- established KPIs are becoming the norm. Learn how a relatively new team at Star Media Group works through both these opportunities and challenges.
>> Carolyn Sadler, Director, Integrated Solutions & Business Development, Star Media Group, Toronto

12:00 p.m.
>> Isles Room, Lobby Level

1:00 p.m.
Newspaper Media: A Recipe for Success
Newspapers are serving up ads across multiple media. The best of the best from around the world are on the menu. Come imbibe.
>> Suzanne Raitt, Vice President, Marketing and Innovation, Newspapers Canada, Toronto

1:45 p.m.
Best Practices from Multi-Platform Ad Innovations & Solutions of Today and Tomorrow
Gannett and ReShift Media share ideas, innovations and multi-platform campaigns that generated revenue and client satisfaction. They will also offer winning advertising strategies for the year ahead.
>> Kirk Allen, COO & Co-Founder, Reshift Media, Toronto
>> Brooke Zapata, Director of Digital Strategy and Development, Gannett, McLean

2:45 p.m.
Takeaways & Seminar Wrap-up

3:00 p.m.
Seminar Concludes

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