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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. ATTRIBUTION & ROI (10:00-11:00AM)
Gadi BenMark, President & General Manager - McKinsey Social is a leader in their Marketing ROI service line and works with advanced analytics, including econometrics and attribution, to help clients understand the impact of their marketing spend across digital and non-digital channels. In this session, discover the latest insights, trends and case studies around attribution/ROI modeling to help guide media planning. McKinsey & Company will also share their recent work in advanced marketing ROI where new thinking has emerged on ways to use big data to improve marketing productivity, restore the reputation of marketing and, most importantly, help marketers re-claim their role as owners of the growth agenda.
Gadi BenMark, President & General Manager - McKinsey Social
II. HISTORY'S 'VIKINGS' CASE STUDY: DRIVING SUCCESS THROUGH CREATIVE MARKETING (11:15AM-12:15PM)
Get an inside look at how HISTORY leveraged innovation, social media, and traditional and non-traditional marketing and advertising to build & grow viewership for the network's first original drama series. Learn how HISTORY created buzz and engagement to help make "Vikings" the #1 new original cable drama of 2013. From on air to online, see how the "Vikings" conquered America.
Samantha Maltin, Senior Vice President of Marketing – HISTORY and Advertising Age 2013 Media Maven
LUNCH (12:15 – 1:00PM)
III. PUBLICIS AND OMNICOM: WHAT MARKETERS NEED TO KNOW (1:00-2:00PM)
Michael Nathanson has been named the No. 1 media analyst for six of the past seven years by Institutional Investor magazine and has covered the media industry for 15+ years. In this session, Michael will share how the megamerger of two of the largest ad holding companies will impact the advertising industry like never before. Discover how this new union is sure to alter the advertising landscape for client side marketers when it comes to the economics, brand strategy and agency relations.
Michael Nathanson, Senior Research Analyst – MoffettNathanson LLC
IV. TALKING SOCIAL TV: UNDERSTANDING THE EFFECTS OF SOCIAL MEDIA AND TV VIEWING (2:00-2:30PM)
Beth Rockwood, Senior Vice President, Market Resources – Discovery Communications and Chair of the CRE's Social Media Committee will share topline findings from Council of Research Excellence's recent study on Social TV.
Beth Rockwood, Senior Vice President, Market Resources – Discovery Communications and Chair of the CRE's Social Media Committee
Richard Zackon, Facilitator – Council for Research Excellence