2013 ANA Media Leadership Conference presented by YouTube

The Life Cycle of Online Video Content

A panel of innovative companies will share their points of view on the life cycle of online video content – including creative conception, production, distribution, monetization and the measurement of consumer engagement. They will identify ways a brand can utilize original content and other IP to convey key brand messages as well as opportunities to measure consumer engagement of content on social networks and via emerging digital technologies.  This session is curated by MediaLink, a leading advisory firm that provides counsel in the marketing, media, entertainment, and technology
industries.

Moderator:

Guy McCarter
Senior Vice President
MediaLink

Panelists:

Andrew Budkofsky

Executive Vice President, Sales & Partnerships Break Media

Join us for an opening reception to celebrate the start of our inaugural ANA Media Leadership Conference!  Network with fellow senior marketing and media leaders before heading out with new friends and colleagues for dinner on your own in Miami!

Welcome

Craig Geller

SVP, Ad Sales NuvoTV

Opening Remarks

Tara Walpert Levy

Managing Director, Ad Market Development Google and YouTube

Opening Keynote: The Media Revolution

ANA President and CEO Bob Liodice will address hot-button issues and challenges in the evolving media landscape. 2013 will bring laser-like focus and debate to a number of key industry topics. Mr. Liodice will discuss what actions need to be taken by advertisers, agencies, and media to improve measurement, build transparency, and demonstrate that self-regulation, not government regulation, is the answer.

• Measurement:
1. Making Measurement Make Sense (3MS) is a collaboration led by ANA, 4A’s, and IAB to improve cross-media campaigns through the development of digital metrics and standards that are most relevant and valuable to brand advertisers;
2. Brand-specific commercial ratings have been an ongoing ANA initiative to bring greater granularity and accountability to television ratings;
3. Ad-ID is the advertising asset identification system that enables supply chain efficiencies that are critical to the media and measurement industries.
• Transparency:
1. Media rebates and incentives have recently surfaced as an issue in the U.S. — with media companies providing such rebates to agencies and agencies but not disclosing those transactions to clients;
2. Agency trading desks, while offering benefits, have been criticized for a lack of transparency to clients.
• Self-Regulation: The advertising industry has had long-term success in its self-regulation model. But there are now threats to that with Microsoft’s “Do Not Track” default on its new browser, which ANA opposes.

Further, this keynote will provide perspective on newer media, such as mobile advertising, as well as how some traditional media are reinventing themselves.

Bob Liodice

President and Chief Executive Officer ANA

Content is King for Subway

Tony Pace recently said, “Media takes up more of my time than anything,” which is quite a statement from a chief marketing officer. “In a way, my job has evolved into one of a newspaper editor. I am in the content business. Brand conversations now happen in real time. Years ago, 80% of a campaign was preplanned. Today, that has flipped on its head. There are so many new ways to execute. You have to have enough marketing assets ready to deploy and modify as the consumer conversation changes. If you miss the conversation, you miss votes.” In this session, Mr. Pace will discuss the importance of content and media for Subway.

Tony Pace

Chief Marketing Officer Subway Franchisee Advertising Fund Trust

The Future of Media is Here

Jon Suarez-Davis is vice president of media and digital at Kellogg, and one of the industry’s true innovators and leaders. The media landscape has shifted dramatically, and, according to Mr. Suarez-Davis, has now reached a tipping point. In this session, he will share his perspective on key media issues including targeting and addressability, from both a U.S. and global perspective, and relate it all to work being done at Kellogg.

Jon Suarez-Davis

Vice President, Global Digital Strategy and North America Media Kellogg Company

Unilever is "Crafting Brands for Life"

In a fast-changing world, with both challenges and opportunities coming from the digital revolution, economic turmoil, and the need for new business models to grow in a resource-constrained world, marketing and advertising professionals need to rethink their approaches to keep ahead of consumers. At the heart of Unilever’s new strategy, “Crafting Brands for Life,” are people, brands, and magic with a resultant heightened emphasis on ideas and creativity.

Discover Unilever’s revolutionary change in communication strategy as well as case study examples, including their recent Dove Men + Care Journey to Comfort communications, which leverages the credibility of well-known sports talent in relatable and candid moments that resonate with real men.

Rob Candelino

Vice President, Brand Building Unilever

Convergent Media in an Omnichannel World

As consumers' media consumption evolves, brand marketers must be increasingly strategic in layering media messages across channels, to evermore targeted segments. In this session, Jennifer will share how Macy's leverages paid, owned and earned media across all channels and effectively communicates its brand and promotional stories to its core customers, as well as millennial and multicultural audiences.

Jennifer Kasper

Group Vice President, Digital Media and Multicultural Marketing Macy's

Demystifying Engagement

Brands are empowered like never before to find the relatively few customers who really matter — but with all the new paths in front of us, it can feel overwhelming to figure out the best way to do so. Ms. Levy will share YouTube’s perspective on how to find audiences that are most likely to engage with your brand, build engaging brand ecosystems, and, most importantly, measure engagement.

Tara Walpert Levy

Managing Director of Ad Market Development Google and YouTube

International Media Management

Gerhard Louw leads international media management for Deutsche Telekom AG, the parent company of T-Mobile. Being a South African national living in Germany, and an active committee member with the World Federation of Advertisers (WFA), Mr. Louw is well-placed to share insight on the challenges and opportunities being faced by media heads outside the U.S. He will provide perspective on issues being tackled by the WFA’s Digital and Media Forums — including mobile, digital KPIs, agency remuneration, and media auditing — highlighting some of his own company’s experiences along the way.

Gerhard Louw

Senior Manager, International Media Management Deutsche Telekom

Optimizing Emerging Media

The proliferation of devices and convergence of platforms present significant challenges and opportunities for brands. Content is being consumed across multiple platforms, and consumers keep adding new devices without giving any up. A major challenge for marketers is to grab the attention of consumers while figuring out the optimal mix of television and digital marketing. In this session, Neville Manohar will discuss how Chrysler is taking advantage of this emerging media environment across platforms, including mobile, connected TV, and more.

Neville Manohar

Head of Emerging Media, Media Analytical Science and Credit Card Management Chrysler Group LLC

Opening Remarks

Scot McLernon

CRO YuMe

Seeing is Believing

The world’s leading artistic community is raising the bar on storytelling. Using immersive technology, they are connecting viewers intellectually, emotionally, and intimately with their stories. Can your brand’s story engage consumers at this level? Join the International 3D Society for breakfast, where “seeing is believing.”

Jim Chabin

President International 3D Society

MillerCoors: Scoring Results Through Engagement

Consumers today do not want to be advertised to; they want to be engaged and entertained. Marketers must create these experiences, or competitors will. It is no longer just about reach, media mix allocation, or added value. It’s about content, gaining earned exposures, and taking the lead on measurement. This evolving landscape has created tremendous opportunities for marketers to engage both general market and multicultural audiences. Learn how MillerCoors has leveraged sports to engage and entertain consumers, especially Hispanic consumers. While sports and beer are a tried and true combination, MillerCoors has tapped into entertainment, content, fan involvement, and digital creation for truly progressive marketing efforts that has driven results.

Brad Feinberg

Media Group Manager MillerCoors LLC

An Insider's View on Media Measurement

The Media Rating Council (MRC) was established in the early 1960s at the behest of the U.S. Congress. The MRC accredits audience measurement services that are relied on by buyers and sellers in the advertising industry and secures measurement services that are valid, reliable, and effective. MRC is a critical component of the media ecosystem and has a fascinating insider’s view. In this session, MRC will share its high-level observations on challenges and opportunities in media measurement.

George Ivie

Executive Director and Chief Executive Officer Media Rating Council, Inc.

Madison & Mountainview: The Innovation Imperative

What's the next big thing? What if there isn't a "next big thing"? What if the next big thing is now?  Best-selling author, Joseph Jaffe, will outline the innovation imperative and specifically how brands can benefit in surprising new ways from adopting a holistic and strategic approach to technology-based change, including – but not limited to - collaborating with the startup community. Discover how brand darlings such as Apple and Nike are living this evolved model of engagement, loyalty and advocacy using the power of technology, service and experience.

Joseph Jaffe

Founder & Partner Evol8tion, LLC

Hot Media Issues

We will close the morning with perspective from our conference co-chairs, Mark Kaline and Colleen Milway, with candid perspectives on the hot media issues affecting advertisers and the industry. These will include big data, in-house client teams, the upfront, procurement’s role with media, agency compensation, and more.

Moderator:

Bill Duggan

Group Executive Vice President ANA

Digital Publishing - Getting It Right

MailOnline.com, the digital sister of The Daily Mail, has experienced unprecedented growth. In 2012, it quietly took the #1 spot as the largest newspaper website in the world, beating NYTimes.com in global monthly unique visits. In such an embattled category, media analysts want to know how this publisher has managed to succeed where others have failed. In this exclusive ANA luncheon presentation, MailOnline.com Chief Marketing Officer Officer Sean O'Neal discusses top trends in digital publishing today, and describes ways that MailOnline.com is driving unique value for its advertising partners. Topics like cross-platform, mobile publishing, hotspotting, native advertising, and community development will all be explored.

Sean O'Neal

Global Chief Marketing Officer MailOnline.com

Co-Authoring the Future: Partnerships with Startups : Millennials are embracing new technologies at a faster pace than ever before. It is critical to get ahead of what's next, and when possible, help shape it for the benefit of your brand. In this afternoon session focused on working with startups, you will hear from the experts in the space who are driving change and brand results by working with up-and-coming startups.

Millennials, Media, and Technology

Millennials are the largest living generation and have become the most coveted consumer generation group since the Baby Boom. In this session, discover insights on millennials’ use of media and technology, and how marketers can benefit from this evolution by collaborating with startup technology companies.

Scott Hess

Senior Vice President, Human Intelligence Spark Communications

Leveraging Partnerships with Startups for Brand Impact

1871 is a co-working center for digital startups. Located in the famed Merchandise Mart, the 50,000- square-foot facility provides Chicago startups with affordable workspace and access to mentors, programming, educational resources, potential investors, and a community of like-minded entrepreneurs. Kevin Willer, CEO of 1871, will share an introduction to 1871, and how they work with startups, agencies, and marketers.

Kevin Willer

Founder and Chief Executive Officer 1871

Meet the Emerging Technologies

Three 1871 startups will take center stage. Each will provide background on the emerging technologies they are bringing to market, the value, and the opportunities. The group will also share best practices on how to do business with them and explain why it is to everyone’s ultimate benefit to be involved with startups from the early stages.

Elisa All

Founder and Chief Executive Officer 30Second Mobile