Innovative Advertising Seminar

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Program





Global Partners In Business


Thursday, February 20

8:00 a.m.
Registration and Coffee
>> Grand Ballroom, Salon F - Third Level

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


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



8:45 a.m.
Dare to Innovate: Nurturing Your Creative Ecosystem
Lotfi will share the Creative Society Model to sustaining a creative ecosystem within an organization and bringing key thinking to help you shift the way of accomplishing goals.
>> Lotfi el-Ghandouri, President, Creative Society, Madrid

9:45 a.m.
La Presse+, Happening Now: The Turnover of a 130-Year Old Newspaper
What does it take? Start with a free subscription model, UX focus, and tell the story differently both in journalism and advertising. Then, make the ads on this new media the most engaging and measurable. Three years in the making, a unique revision of the business model that affects everything we do.
>>Pierre-Elliott Levasseur, Executive Vice-President, La Presse, Montreal

10:45 a.m.
Networking Coffee Break
>> Grand Ballroom, Salon F - Third Level

Sponsored by:



11:15 a.m.
How to Think Mobile and Generate Revenues
Become a Mobile Thinker and attract new audiences and revenues using technology. Paulo will show innovative ways of approaching mobile technology to bring new opportunities to your brand. Mobile is not a promise, it's a reality. Come create new mobile revenue sources and models to benefit readers, users, advertisers and shareholders. Be part of the Mobile Generation!
>> Paulo Mira, President, PHD Mobi, Miami

12:15 p.m.
Lunch
>> Bay Front Terrace South

Sponsored by:



1:30 p.m.
The Resilient Leaders and Their Key Talents in an Innovative Media Culture
Ricardo will share key talents of a leader in a media company in the new media environment. Find out why those talents are important for bottom line and revenues and how Grupo Clarín identified those required talents. Leave with insights from the "battlefield" including how to be resilient in the perfect storm (tech disruption + frontal government attack).
>> Ricardo Czikk, Development and Communications Manager, Grupo Clarín, Buenos Aires

2:30 p.m.
Diversifying Digital Revenue
Discover strategy and tactics used by The Dallas Morning News to diversify their sources of revenue. Grant will share details of the strategy that has shown success and given them two consecutive years of 30% growth in their digital revenue, while providing businesses in North Texas with innovative ways to reach their customers.
>> Grant Moise, Senior Vice President/Business Development and Niche Products, The Dallas Morning News, Dallas

3:30 p.m.
Networking Coffee Break
>> Grand Ballroom, Salon F - Third Level

4:00 p.m.
The Evolution of NASCAR's Digital Media Business
Last January, NASCAR flipped the switch on a brand new digital platform after making the strategic decision to bring its digital rights back in-house. Since the decision was made, NASCAR Digital Media has presided over many changes in an effort to enhance the digital experience and ultimately growing the fan base - including a complete site redisign, a significant push to distribute content to new places and launching several new second screen products and mobile apps.
>> Brian Herbst, Director of Content Rights & Partnerships, NASCAR, Charlotte

5:00 p.m.
Takeaways

5:15 p.m.
Day Concludes

5:30 p.m.
Cocktail Reception
>> Bay Front Terrace South

7:00 p.m.
Dinner Outing

Friday, February 21

7:45 a.m.
Coffee
>> Grand Ballroom, Salon F - Third Level

Bernard Asselin 8:15 a.m.
Welcome & Overview
Bernard Asselin, Seminar Chairman
President and Chief Operating Officer, Communications Bleublancrouge, Montreal


8:30 a.m.
The Zero Moment of Truth: A New Marketing Strategy
In order to win today's shopper, brands and advertisers must synergize online, offline and in-store messaging. Brands must focus on optimizing their digital presence to include information their customers are looking for. We'll discuss ways to measure your health at the "zero moment of truth" and help you win today's shopper at the moments that matter.
>> Adam Jones, Business Development Manager, Channel Sales North America, Google, San Mateo

9:15 a.m.
Transforming a Print Brand: The Story of U-T San Diego
U-T San Diego's investments in innovation and how it has generated cross-channel advertising revenues is one of the breakout stories of the U.S. news industry. Learn from one of the company's owners about the unapologetic approach to taking tough stands and supporting the local community while transforming the company's business model.
>> John Lynch, Vice Chairman & CEO, U-T San Diego

10:00 a.m.
Networking Coffee Break
>> Grand Ballroom, Salon F - Third Level

10:15 a.m.
E-commerce: The race for digital revenue
Learn how Deseret Digital has created a virtual marketplace where buyers can find big-ticket items like cars and homes alongside smaller-yet-enticing shopping opportunities for things like meals, massages or tickets, often at a low-low-LOW price. Hear how this Utah media powerhouse matches ad-rich content environments with consumers who are ready to make buying decisions.
>> Eric Bright, Vice President of E-Commerce, Deseret Digital, Salt Lake City

11:15 a.m.
Innovative Ad Ideas From Around the World
Come see the latest research and best advertising from around the world. Exciting ads from all newspaper media (print, online, tablet and phone) will be highlighted.
>> Suzanne Raitt, Vice President, Marketing and Innovation, Newspapers Canada, Toronto

12:15 p.m.
Roundtable Discussions Lunch: Sharing Ideas & Inspiring Change
>> Bay Front Terrace South

1:30 p.m.
Getting the Most Out of Your Print Media: Augmented Reality, Reader Engagement & ROI
How integrating rich interactive mobile experiences to your print media can help you learn more about your consumer's likes and behaviors, create positive brand association and dramatically increase ROI.
>> Patrick Aluise, Vice President and Head of Media, Blippar, San Francisco

2:15 p.m.
The Strategy Behind the Paywall Tactic
The Day is two years into its metered paywall initiative. The paywall was installed as a tactic in a larger strategy of converting the business-side of the company into an organization that connects buyers and sellers using a database as its central nervous system. The Day's database is now utilized to grow audience, consumer revenues, customized direct mail and email marketing. The success of the database strategy has led to a spinoff company, Leap Media Services, which provides database managed services to other newspaper markets around the country. Gary will share the strategy behind their initiative and lessons learned along the way.
>> Gary Farrugia, Publisher, The Day Publishing Co., New London

3:00 p.m.
Takeaways & Seminar Wrap-up

3:15 p.m.
Seminar Concludes



 
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