Tuesday, September 13, 2011

PRE-CONFERENCE BONUS SESSION PRESENTED BY MEDIAVEST (Not available via live streaming)
MediaVest
1675 Broadway (between 52^nd and 53^rd Streets)
New York, NY 10019
Time: 2:00 pm- 5:00 pm

COLDWELL BANKER MOVES AHEAD WITH MOBILE MARKETING
Coldwell Banker has made mobile a priority within their business. What started with mobile enabled sites soon turned into being the first real estate brands with iPhone & Droid apps and now finds Coldwell Banker with an iPad app and a robust mobile marketing strategy. From texting on billboards to apps to iAds, members found out how Coldwell Banker is moving forward in the mobile space by turning everyday browsers into engaged consumers.

David Marine
Director Consumer Engagement
Coldwell Banker Real Estate Corp.
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AMERICAN EXPRESS PROVIDES A VIRTUAL WALLET FOR CONSUMERS WITH MOBILE
By 2014, analysts at Generator Research estimate mobile payments will reach $633 billion annually, with 490 million customers using their phones to move cash around. American Express is diving into the mobile payment realm with Serve-a mobile payment /online platform that allows consumers to make purchases and person-to-person transactions online, via mobile devices, and at merchants who accept American Express cards. Find out how American Express is enabling mobile currency by allowing consumers to spend, send, and receive money via their mobile phone.

Laura Barger
Director of Consumer Marketing at Serve
American Express Company
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MEDIAVEST MOBILE INSIGHTS: MOBILE AS AN EXTENSION OF SELF AND HOW IT'S CHANGING CONSUMERS' MEDIA INTERACTION
Today nearly 38% of U.S. homes have at least one internet or app-capable mobile device. Consumers are rapidly embracing mobile devices, increasingly using them to complement--or in some cases as their primary access to--their media experiences. MediaVest unveils its latest findings on mobile adoption, exploration, and increasingly multi-faceted incorporation into people's live. Findings include how what was once a simple utility is rapidly evolving into an extension of self, serving as a hub for a person's interests, activities and needs. In this session, you will learn:

• How mobile's on-the-go use determines the types of media consumed
• Role mobile devices play by occasion and how to deliver value relating to that event
• Location's impact on consumers' mobile media expectations
• Role brands can play in aligning content with intention
• Daily usage trends, including what, where and when

Richard Hartell
Executive Vice President, Managing Director of Human Experience Strategy
MediaVest USA

David Shiffman
Senior Vice President, Director of Research and Analytics
MediaVest USA
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Wednesday, September 14, 2011

Breakfast Sponsored by Jumptap

General Session

OPENING REMARKS
Bob Liodice
President and Chief Executive Officer
ANA

Bill Tucker
Chief Executive Officer
MediaVest
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A TASTE OF HOW THE COCA-COLA COMPANY IS APPROACHING MOBILE MARKETING
The Coca-Cola Company has publicly stated that mobile is the most important medium for the company going forward.  In this session, The Coca-Cola Company will share their global approach to mobile marketing, mobile best practices, key learnings, and trends within the mobile space.

Wendy Clark
Senior Vice President, Integrated Marketing Communications and Capabilities
The Coca-Cola Company

Q&A Session
Bob Liodice
President and CEO
ANA
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WALMART:  HOW MOBILE IS TRANSFORMING RETAIL
When the first Walmart store opened in 1962, mobile phones did not exist.  After almost 50 years, the eCommerce through digital and mobile platforms has evolved and has become a more prevalent way to stay in touch with consumers, search for information and purchase products.  In this session, Walmart will discuss how they have focused on bridging brick and mortar with eCommerce.

Greg Warren
Vice President, Creative Marketing
Walmart U.S.

Q&A Session
Kunur Patel
Reporter
Advertising Age
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HEWLETT-PACKARD'S JOURNEY WITH MOBILE
Hewlett-Packard Company is one of the leaders in the mobile space especially as it impacts the consumer path to purchase and shopping experience.  In this session, you will learn about HP's strategy and approach to mobile along with their point-of-view on the mobile opportunities and challenges based on their experience.  HP will also share case studies that illustrate the ups and downs along their journey with mobile marketing and commerce.

Scott Berg          
Senior Director, Global Digital Strategy and hp.com
Hewlett-Packard Company

Q&A Session
David Goetzl
Senior Editor
MediaPost
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COMCAST DRIVES IMPACT AND ACQUISITION WITH MOBILE MARKETING
The U.S. mobile advertising market will top almost $2 billion in 2011 through mobile Web, mobile applications, SMS, and mobile video. In this session, you will learn how to maximize the impact of those mobile dollars with best practices for:

• Leveraging mobile's inherent local power to drive acquisition
• Mobile programs within three-screen initiatives
• Creative considerations for mobile

Pepper W. White
Director of Media
Comcast Cable

Amanda Richman
President of Digital
MediaVest USA

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General Session contd.

MAGNETIZING WITH MOBILE: SIX STRATEGIES FOR MAXIMIZING YOUR MOBILE IMPACT
It's a small screen, but it can pack a powerful punch. With mobile devices, the variety of opportunities for delivering Magnetic Content to consumers is perhaps greater than for other media. But there is also the danger of alienating them-all because of the close, personal nature of the device, which is typically strapped somewhere on their bodies for 16 hours or more a day. This puts a huge premium on an offering that will magnetize the consumer with clarity, timeliness, and relevance.

In an information-packed, take-no-prisoners session, eMarketer will reveal the secrets to creating magnetic mobile content. Using case studies and data along with a dose of humor, eMarketer will provide a clear perspective on the mobile landscape that will help steer advertisers in the right direction, avoid costly distractions, and achieve an engaged audience of advocates. Key takeaways from this session will include:

• What are the best practices for marketers to deliver Magnetic Content?
• What are the best strategies for driving performance measurement of mobile efforts?
• Where are the most exciting opportunities in mobile channel marketing?

Geoff Ramsey
Chief Executive Officer and Co-Founder
eMarketer Inc.

Q&A Session
Bill Duggan
Group Executive Vice President
ANA
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THE HERSHEY COMPANY: USING MOBILE FROM COCOA BEAN TO CHOCOLATE BAR
The Hershey Company is leading groundbreaking work in the mobile space through revolutionizing cocoa bean farming technology and their approach to mobile marketing and measuring ROI. Because cocoa farmers who often live in remote sites such as Ghana tend to own cell phones, The Hershey Company joined with the Ghana Cocoa Board and World Cocoa Foundation to create a program called CocoaLink to help farmers communicate and learn through mobile devices. CocoaLink will help as many as 100,000 farmers get free mobile access around critical issues such as agriculture, social programs and medical care. In this session, you will also discover how The Hershey Company is leveraging mobile to drive sales in bodegas in the United States and internationally as well as how they use mobile within their overall marketing mix, mobile couponing efforts, and their approach to measuring mobile ROI.

Edward Martin
Director, Marketing Excellence and Corporate Social Responsibility Insights
The Hershey Company

Andy McCormick
Vice President, Public Affairs
The Hershey Company

Q&A Session
Greg Stuart
Chief Executive Officer
Mobile Marketing Association
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THE POWER OF MOBILITY
McGuire's Law is a simple observation that has significant implications for businesses. The law states that the value of any product or service increases with its mobility, where the value of mobility is realized as availability and contextual relevance. Mobility enables a product to be with you all the time. This dramatic improvement in the availability of most products results in a multiplication of the value of the product. Because of this dramatic value creation, as the cost of adding mobility falls, mobility will be built into virtually every product and service.

Just as Gordon Moore's simple observation pointed to microprocessors being built into all kinds of products, and Bob Metcalfe's simple observation pointed to the ubiquitous adoption of the Internet, Russ McGuire's simple observation points to the revolutionary integration of mobility that is upon us.

This session will observe the evidence of this mobility revolution and will comment on its implications for businesses.

Russ McGuire
Vice President of Strategy
Sprint Corporation

Q&A Session
Jeff Simmons
Director, Technology Programs
Cellular Telecommunications & Internet Association
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