| General Session
WELCOME
Bob Liodice
President and Chief Executive Officer
ANA
Mark Kaline
Global Media Director
Kimberly-Clark Corporation
THE ANALYST'S PERSPECTIVE: PART ONE
Geoffrey Ramsey, cofounder and CEO of eMarketer, is a digital marketing visionary. He is on the cutting edge of new research statistics, trends, and best practices, examining every aspect of marketing in the digital age including video usage and ad spending worldwide.
Geoffrey Ramsey
Co-Founder and Chief Executive Officer
eMarketer, Inc.
Q&A Session
Alina Cho
Correspondent
CNN
UPS: EFFIE WINNING VIDEO STRATEGIES
The “What Can Brown Do For You?” campaign has built significant business for UPS, and was recognized as a 2008 Gold Effie Winner. United Parcel Service (UPS) and The Martin Agency will discuss how they created, launched, and evolved an integrated marketing campaign using one simple visual-a whiteboard and a brown marker. Video has proven to be the strongest platform for the whiteboard idea, and the UPS media plan has centered on television and online media. By leveraging their media buys, UPS was aligned with the concept of "solution" via whiteboarding in various content areas. Synergistic opportunities with media partners were developed that were meaningful to their audiences. For example, sportscasters whiteboarding complicated plays on television; financial analysts using a whiteboard to analyze the market; networks creating animated whiteboard introductions and summaries of television programs.
Andy Azula
Senior Vice President/Creative Director
The Martin Agency, Inc.
Q&A Session
Alina Cho
Correspondent
CNN
UNILEVER: CREATIVE POWERHOUSE & MEDIA TRAILBLAZER
Unilever's Luis Di Como is vice president, media of the Americas, covering everything between Canada and Argentina. While Unilever is a dominant player in television, the company has significantly diversified its media mix in most countries. Web, mobile, advergames, in-store video, virals, and everything in any screen play a key role in Unilever's communications approach. Creativity magazine wrote "Unilever has become the ad industry's unlikely creative powerhouse and media trailblazer, with a range of extraordinary work for multiple brands." Mr. Di Como will lead a tour of Unilever's new and innovative uses of television and digital media in the U.S. and other countries.
Luis Di Como
Vice President, Media America
Unilever
Q&A Session
Brian Steinberg
Television Editor
Advertising Age
THE ANALYST'S PERSPECTIVE: PART TWO
Michael Nathanson, Sanford Bernstein's U.S. media analyst, has a unique vantage point as he covers both the largest media owners, such as Time Warner, Disney, News Corp., Viacom, and CBS, and the world's largest media buyers, including Omnicom, WPP, and Interpublic.
Michael Nathanson
U.S. Media Analyst
Sanford C. Bernstein & Co., Inc.
Q&A Session
Alina Cho
Correspondent
CNN
TIPTOEING THROUGH THE MINEFIELDS: AN UPDATE FROM WASHINGTON, DC
A host of legal, political, and regulatory issues will potentially impact how advertisers and the media do business in the television and new media marketplace in 2009. These include:
- Product placement: the FCC is considering proposals for expanded disclosures of product placement in television programming.
- Commercial loudness: a California congresswoman is behind an act that would potentially require the FCC to regulate the audio of commercials.
- Commercial talent: The contract for talent appearing in television commercials expires March 31 and the industry is looking to update this contract to reflect today’s new media world. What precautions should advertisers take?
- The New Administration: The president will appoint new leadership to organizations that help set the agenda for marketers including the FCC, FTC, and FDA. What are the implications?
- Broad legislative initiatives in regard to ad taxes, food and drug advertising.
Dan Jaffe
Executive Vice President, Government Relations
ANA
Q&A Session
Alina Cho
Correspondent
CNN
LESSONS FROM THE OBAMA CAMPAIGN: THE POWER OF THE PEOPLE
Barack Obama’s historic presidential victory will be a case study for the ages on the campaign's communications strategy and their groundbreaking use of TV and everything video. It taught marketers many lessons, including the cold, hard fact that consumers are in control. We witnessed the power of online community, where supporters organized and communicated with each other. Viewers flocked to cable news networks to watch 24/7 political reporting and commentary. They viewed online video to see the latest Tina Fey/SNL parodies. There was a digital dialogue to the 3MM strong database of active donors, in the form of personal emails and text messages. Throughout the campaign, there was a consistency of message, culminating in a road-block 30 minute network television infomercial a week before the election, to finally drive the message home. While advertisers will never have the budgets similar to this campaign, there is a strategy that may be followed: Listen to your audience, engage them, and they will listen back.
Jim Margolis
Senior Partner
GMMB
Senior Advisor to the Barack Obama presidential campaign
Q&A Session
Alina Cho
Correspondent
CNN
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