Content Marketing

This event is over.

Networking Breakfast (9:00 – 9:30 a.m. ET) | IN-PERSON ONLY

Introductions (9:30 – 9:45 a.m. ET) | IN-PERSON & VIRTUAL

I. All You Need To Know: Overlanding, A Roadmap To Success (9:45 – 10:20 a.m. ET) | IN-PERSON & VIRTUAL
In 2021, Land Rover went on a journey to find a media partner to bring to life the unique features of their latest, most capable vehicle ever, the Defender. They were looking for an engaging, creative, authentic concept that showcased how Defender empowers drivers to make more of the world by fostering a closer connection with the outdoors. HISTORY’s All You Need to Know (AYNTK) Outdoor programming franchise piqued their interest with its targeted audience of outdoor enthusiasts & franchise mission – to journey deep into outdoor trends & products. The program brought to life how the Defender is the perfect vehicle to make most of your world with an in depth look at the growing trend of Overlanding and showing a real overlanding trip with our host, Christian Murphy, and the team from Overlanding Journal. Added bonus – Land Rover’s connection to legacy and heritage aligned perfectly with HISTORY.

In this session, we’ll share a case study of how together Land Rover and HISTORY created an original content program that ventured well beyond an on-air campaign with content that made its way to dealerships nationwide. From inception, through pandemic-period production, to a memorable and buzzy branded content program, we’ll share how the brands came together to create “All You Need to Know: Overlanding” with outdoor and auto enthusiasts riding shotgun to one of America’s greatest national parks, The Grand Canyon.

Michael Buccella
, VP, Ad Sales Enthusiast, A+E Networks
Christian Murphy, SVP, Enthusiast Programming, A+E Networks
Jim Zarchin, Founder & President, Z Media Ventures

II. A Conversation with our Co-Chairs (10:20 – 10:55 a.m. ET) | IN-PERSON & VIRTUAL

John von Brachel, VP, Head of Content Lab, Novartis
David Brown, SVP, Head of Strategy, Knotch Inc.

III. What Is Generative Content? (10:55 – 11:30 a.m. ET) | IN-PERSON & VIRTUAL
Of all the buzzwords surrounding content today, none is more prevalent than “generative content.”  But what is it? And how should brands approach it? In this session, Shutterstock VP of Sales Innovation Chip Schenck will demystify generative content and synthetic content (and explain the difference between the two!). He’ll also share examples of how brands are using it today, and the pitfalls to avoid as brands dip their toes into this emerging type of content.

Speaker: Chip Schenck, Vice President of Sales Innovation, Shutterstock

IV. Performance and Purpose Through Content  (11:30 – 12:05 p.m. ET)| IN-PERSON & VIRTUAL
Reckitt U.S. Hygiene Chief Marketing Officer and General Manager, Gary Osifchin will tell the story of the iconic Lysol brand and how at a time when the world needed it the most, the brand was truly able to live up to its purpose. Product efficacy mattered more than ever, but while the world battled the global pandemic, Lysol used its products, its partnerships and its purpose to empower everyone with What It Takes To Protect. And the brand momentum continues with new creative for Back to School 2022 and incremental growth behind Lysol Laundry Sanitizer.

Speaker: Whitney Braddock, Senior Brand Manager, Lysol Equity

Wrap-up (12:10 – 12:15 p.m. ET) | IN-PERSON & VIRTUAL

(12:15 – 1:00 p.m. ET) | IN-PERSON ONLY 

Speaker Bios

Michael Buccella, VP, Ad Sales Enthusiast, A+E Networks
Buccella’s media career started twenty-three years ago at A+E Networks, where he joined the Sales Organization. His aptitude and passion for new media, knowledge of digital trends and changing television landscape earned him a promotion to Vice President, Program Partnerships. In addition to selling traditional media and sponsorships, he developed and negotiated programming partnerships across A+E Networks’ non-traditional platforms, including OTT, VOD and native social content. In his current role, Mike is responsible for partnerships and driving sales of A+E Networks’ Enthusiasts content, which includes A&E’s Home.Made.Nation., HISTORY’s Enthusiast: Outdoors, Enthusiast: Drive and Barrett-Jackson LIVE Events.

Christian Murphy, SVP, Enthusiast Programming, A+E Networks 
A storyteller at heart, relentlessly curious and driven by a passion to break the mold and innovate.  Christian has deep experience in the creation and curation of content, with a diverse list of credits in front of and behind the camera, as host, presenter, writer, producer, moderator and speaker. 

Credits include:  creator, host, writer and producer of All You Need to Know which showcases innovation in industry, including All You Need To Know: Overlanding;  field reporter and host on the Barrett-Jackson Live broadcasts; host of Barrett-Jackson Revved Up highlights show; Miss USA 2020& 2022 Live commentator and host Miss USA 2020 & 2022 Preliminary Finals, host Miss USA Teen Preliminary Finals and Finals 2022 ; Critics Choice Awards, red carpet reporter; Host Land Rover Global Leadership Summit.

Jim Zarchin, Founder & President, Z Media Ventures

Jim Zarchin is the Founder and President of Z Media Ventures. His dream: to create a video production company that brings the power of good storytelling together with the client’s need to connect with, motivate and activate key audiences. For Jim, the advent of Z Media comes after a successful and distinguished career in television production that spans more than 40 years. His roots are firmly planted in his early career as an award-winning broadcast journalist and news director for network-affiliated television stations in such major U.S. markets as New York, Chicago, Memphis and Cincinnati. Jim retired at the end of 2016 as a Senior Vice President for Scripps Networks Interactive. For more than a decade Jim led Branded Entertainment for Scripps Networks’ powerful suite of lifestyle television channels and digital properties, including HGTV, Food Network and Travel Channel. A business Jim built from scratch, Branded Entertainment’s mission was to deliver creative solutions for advertisers by making their product the central character in informative, entertaining video vignettes and short-form programming for all media platforms. Jim also launched the Do-It-Yourself Network (DIY) for Scripps, serving as its first President and setting the framework for the programming, marketing and ad sales initiatives for the network.

David Brown, SVP, Head of Strategy, Knotch

David Brown is the SVP and head of strategy for Knotch, where he connects content investments to business outcomes and works with content leaders to establish successful content strategies and operational frameworks. He’s also co-chair of the ANA's Content Marketing Committee.

Mr. Brown has worked for nearly three decades in CRM, digital, and content assignments across industries and disciplines. Previously, he was the chief strategy officer of OneSpot and led Meredith Xcelerated Marketing. 

Chip Schenck, Vice President of Sales Innovation, Shutterstock

As Vice President of Sales Innovation at Shutterstock, Chip is responsible for leveraging proprietary data and technology to build client-focused solutions that drive creative inspiration, recommendations, and activation for Shutterstock’s global portfolio of over 2 million active customers from over 150 countries. He works alongside the enterprise, e-commerce and platform solutions teams to carve out opportunities at the intersection of data and creativity. Combining Shutterstock’s 370mm assets with the development of these tools and services will provide clients with an end-to-end creative suite that starts with data- and human-led creative inspiration and development, all the way through data-informed distribution, amplification and optimization.

Chip joined Shutterstock from Meredith Corporation where he served as SVP/Data and Programmatic Solutions leveraging data, insights and ad technology to build successful client solutions across Meredith’s National Media Group.

Before Meredith, Chip worked at PubMatic where he served as VP/Publisher Development and was responsible for overseeing sales and services for Platform clients for the company’s publisher-focused Strategic Sales Platform (SSP). His background also includes serving as GM/Strategic Publisher Accounts for Krux Digital, a global leader in publisher focused data management platform products and services.

Chip holds a B.A. from Skidmore College, and resides with his family in Stamford, Conn.

Whitney Braddock, Senior Brand Manager, Lysol

Whitney Braddock is a Senior Brand Manager at Reckitt where she leads the purpose-driven advertising, creative and communications for one of the nation’s most trusted brands, Lysol. With more than 9 years experience driving integrated marketing campaigns for beloved consumer brands including Bayer Aspirin and Coppertone sun care, Lysol stands out as the one with the strongest emotional connection to consumers.

She holds an M.B.A. from the University of North Carolina at Chapel Hill, and a bachelor’s degree from Southern Methodist University in Dallas, TX.