² 2014 Agenda


Powerful CMOs and brand marketing leaders detail their digital advertising strategies. Use their insights and research to define your marketing priorities.


Day 1 - Tuesday, April 1

8:00AM

Breakfast

8:20AM

Sponsor Presentation

DIY Brand Goes DMP: Venerable Brand Embraces Data in Omni-Channel Media Strategy

Jess Beldner
Vice President, Strategic Agency Partnerships & Central Sales, [x+1]

Ryan Derrow
Vice President, Online Media, Empower MediaMarketing

9:00AM

Ad Age Welcome

9:05AM

The Digital Age of Branding: Leading with Purpose

An incredible opportunity exists to find and identify new markets, and to serve them as never before. Mr. Addicks will explore how brands will need to lead with a clear purpose in this transparent marketplace and how the digital age will redefine brand engagement. He'll also talk about how General Mills is exploring new platforms, new teams, new processes and a new consumer-first mindset to thrive in the digital age.

Mark Addicks
SVP & CMO, General Mills

9:45AM

Tap, Swipe, Scroll: Making Content for the Mobile Mind

The smartphone is overtaking the PC, putting the power of computing into a device people live with. Mobile advertising is not reflecting this change. Putting old methods into new behavior doesn't work. A total reset is needed. This talk will highlight why at Betaworks we are exploring new ways brand content can live within mobile experiences.

John Borthwick
CEO, Betaworks

10:25AM

Sponsor Presentation

The Power of Integrated GeoMarketing

Wendi Sturgis
EVP Sales & Services, Yext

10:35AM

The Future of TV: Understanding Now and Preparing For
What's Next

TV will change more in the next five years than in the last 50. Already, the concept of "TV" itself seems a meaningless construct as video content is distributed through broadband pipes to ubiquitous screens. The media industry's premier analyst will break down everything you about the new consumption habits, what a legal Aereo means, and what over-the-top services will mean for the cable TV industry.

Rich Greenfield
Managing Director, Media & Technology Analyst, BTIG

11:05AM

Networking Break sponsored by

11:20AM

Building Brands In A Post-'Digital' World

Forget about digital marketing. The steward of brands like Huggies, Kleenex and Scott Towels is calling time on the concept and will discuss his personal journey has informed his outlook on marketing. Ditching the concept of "digital" means shedding the habits of the recent past and inventing a business strategy that fits digital lives people really live today.

Clive Sirkin
CMO, Kimberly-Clark

12:00PM

Exclusive Research: Get Ready for the New CMO

Today's digital landscape has created a new dynamic CMO, with added responsibilities, changing marketing budgets, and new ways to measure success. In an exclusive research release for Ad Age Conference participants, Ms. Vojvodich will reveal what's changed about the CMO role, including how budgets are spent and evaluated and what their priorities are for 2014.

Lynn Vojvodich
EVP & CMO, Salesforce.com

12:30PM

Lunch

1:30PM

Path To Innovation: How Nestlé Brings Startups Into the Marketing Mix

To keep up with the never-ending development of new media, brands are establishing innovation labs and specialized teams charged with embracing digital innovation. Dive into the inner-workings of Nestlé's Digital Acceleration and Silicon Valley Outpost teams and their unique approach to fueling the company's digital innovation roadmap for the global corporation and its many brands.

Mark Brodeur
Global Head, Digital Marketing Innovation, Nestlé

Pete Blackshaw
Global Head, Digital & Social Media, Nestlé

2:05PM

Upworthy's Next Act: Inside the Fastest-Growing, Most-Engaged Audience on the Web

Upworthy wants to rewrite the rules of reach and engagement, with a community that has spent more than 1.5 billion of what the company calls "attention minutes." In this session, Upworthy will reveal key behaviors of this unusual audience. They'll explain why headlines don't matter nearly as much as the quality of your content.

Eli Pariser
Co-Founder & Co-CEO, Upworthy

Peter Koechley
Co-Founder & Co-CEO, Upworthy

2:35PM

Retail & Commerce Track

2:40-2:45: Sponsor Presentation

Local Marketing Drives Breakthrough Opportunities for Retailers

Ari Kaufman
CEO, Placeable Media


2:45PM-3:15PM:
Bridging the Digital-Physical Divide in Retail

Very few companies embrace both digital and physical elements to deliver best-in-class retail like Walmart. Mr. Monahan will explain why retailing and media are drawing closer together; the future of social and mobile in marketing for commerce; and how his company leverages data to provide better online and offline experiences for its customers.

Brian Monahan
VP, Marketing, Walmart.com



3:15PM-3:45PM:
Building Partnerships to Deliver Unique Social & Digital Shopping Experiences

Social media, mobile payment platforms and other technologies are merging online and offline, and creating a new retail experience. In this fireside chat Ms. Berland will talk about the transformation of retail and commerce and her work in bringing value to Twitter, TripAdvisor, and to the backseat of New York City taxi cabs.

Leslie Berland
SVP, Digital Partnerships and Development, American Express

Abbey Klaassen
Associate Publisher, Editorial and Audience, Ad Age


3:45-3:50: Sponsor Presentation

Bringing Big Data to Retail Marketing

David Scacco
Senior Director, Advertiser Direct Sales & Development

Barbara McHugh
Senior Director, Marketing at Major League Baseball Advanced Media


3:50PM-4:20PM:
Millennials, Moms, and New Shopping Behaviors

Moms have long reigned supreme as controllers of food purchases, but now the growth of Millennial moms, and especially Young Educated Millennial Mothers (Yemmies) are changing the game again. Learn how one brand is designing a strategy to reach this evolving audience by addressing their fear of missing out (FOMO) and more.

Matt Smith
VP, Marketing & Innovation, Cargill

Ly Tran
Director, Digital Strategy & Architecture, Proof Advertising


Storytelling Track

2:40-2:45PM: Sponsor Presentation

A Picture is Worth a Billion Engagements

Ophir Tanz
CEO of GumGum


2:45PM-3:15PM:
How to Tell One-Of-A-Kind Stories

Explore Dr Pepper's approach to content and storytelling strategy optimized for a fragmented media ecosystem. The leaders behind the strategy share their experience in building relationships with talent, while maintaining authenticity and staying nimble.

Steve Baer
Managing Partner, Brand Design Group, Code and Theory

Shaun Nichols
VP, Integrated Content Marketing, Dr Pepper Snapple Group


3:15PM-3:45PM:
The State of Real-Time Marketing

Brands now have the tools to participate in conversations or TV events while they happen, but being relevant and engaging in real time is, well, hard. Marketers are sorting out what real-time is, how it fits into the overarching marketing plan, and whether it's really worth the hassle. Ms. Williamson will bring exclusive insights from Visa, Nestle, Purina and MINI.

Debra Aho Williamson
Principal Analyst, eMarketer


3:45-3:50PM: Sponsor Presentation

Human Truth in Storytelling

Jennifer McDonald
Managing Director of Client Services at VML


3:50PM-4:20PM:
Snapchat: How to Use Emerging Platforms for Real Time Marketing

Now that everyone's mom is on Facebook and maybe even Twitter, the most progressive brands are beginning to leverage emerging platforms to expand their reach and engage new audiences. Anna Russell, General Manager of Brand Marketing at Audi of America, and Aaron Shapiro, CEO of Huge, will share results from the groundbreaking Audi Snapchat activation around the Super Bowl, as well as discuss how brands can stay at the forefront of digital trends.

Anna Russell
General Manager, Brand Marketing, Audi

Aaron Shapiro
CEO, Huge

4:30PM

Networking Break sponsored by

4:45PM

Citibike: Folding Customer Experience into Brand Engagement

Done right, marketing can become an essential service and add value to consumers' lives. At Citi, digital is increasingly expanding how the company thinks about amplifying campaigns and creating unique and immersive experiences. Walk through Citi's diverse approach on digital implementation to capture attention across partnerships, marketing initiatives, and advertising campaigns.

Elyssa Gray
Director, Head of Creative & Media, NA Marketing, Citi

5:15PM

Cocktails sponsored by

Real-Time Recap: Why Content Is The Heart Of All Marketing

Shafqat Islam
CEO and Cofounder, NewsCred

6:00PM

Viral Video Awards
Hosted By Rachel Dratch

Sponsored by


Day 2 - Wednesday, April 2

8:00AM

Breakfast

8:20AM

Sponsor Presentation

Mobile as a Marketing Channel: Real Results

Michael Georgoff
VP, New Products, RetailMeNot, Inc.

9:00AM

Opening Remarks

9:05AM

Titanfall: Capturing a Super-Engaged, Very Elusive Audience

To say this is a lot riding on EA's latest release, "Titanfall" would be an understatement. So how to reach EA's target audience, the young, tech-savvy males who are using ad blockers and are least likely to watch TV in real time? Ms. Feinstein will talk about her brand's shift to real-time advertising, and shifting its focus from share-of-voice to capture share-of-culture.

Carolyn Feinstein
SVP, Global Consumer Marketing, EA

9:45AM

The Current State of Storytelling in a Digital World

As cultures change so do the consumption habits of consumers. It's a storyteller's job to figure out how to effectively communicate on modern platforms--through a picture, through a SnapChat, or through an animated GIF on Tumblr. Mr. Vaynerchuk shares his insights and examines the art of storytelling that promises to become tomorrow's standards.

Gary Vaynerchuk
Co-Founder, VaynerMedia

10:25AM

Sponsor Presentation

Rob Gatto
SVP Media and Advertising

10:35AM

TV's Golden Age: The Evolution of Video Content & Distribution

In his first speaking engagement since being named CEO, Mr. Hopkins will share his thoughts on the state of video and how Hulu can participate in what he calls the "heyday" of TV. Hulu has remained mostly a catch-up TV service, but with increasing investments in original content can Hulu take its place among the Netflix's, HBO's and Showtime's of the world?

Mike Hopkins
CEO, Hulu

11:10AM

Networking Break

11:25AM

The Future in Five

Five industry powerhouses reveal fast-paced, provocative predictions about the future of advertising (in five minutes each!). Get the inside track on what to plan for next month and next year, new trends and tactics, and how to communicate with tomorrow's consumers.

Everything You Need to Know About the Future of Marketing You Can Learn From the Lego Movie | Kelly Mooney, CEO, Resource

Tearing Down the Ad-Industrial Complex and Rebuilding for the Digital Age | Bryan Wiener, Chairman & Global CEO, 360i & Expion

5 Predictions: Winners and Losers in Media and Tech | Scott Galloway, NYU, L2ThinkTank

One Step Closer to an Era Where TV Dollars Truly Start Going Digital | Bob Lord, Global CEO, AOL Platforms

The End of Advertising As We Know It -- And What To Do Now | Rei Inamoto, CCO, AKQA

12:45PM

Lunch

1:45PM

New Media Models and the Race to the Top

After years of racing to the bottom, a new trend is emerging -- media companies are succeeding through investment in high quality offerings and premium brand experiences. Mr. Bankoff details his strategy for Vox. By embracing technology, talent and culture, the company is building a next-generation of media brand. He'll take you behind the scenes of the launch of his new news flagship, Vox.com.

Jim Bankoff
Chairman & CEO, Vox Media

2:15PM

How Design Creates Winners In Business and In Culture

Design that enhances user experience is now an essential component for products and brands. As the pace of technological change quickens, where is the discipline headed? Drawing from his first-hand experiences the former president of the Rhode Island School of Design and current KPCB design partner discusses the future of design and how it will influence business and consumer culture.

John Maeda
Design Partner, KPCB

2:45PM

Networking Break

3:00PM

Building the New, New Celebrity-Driven Media Company

A fireside chat with Mario Batali

We're pleased to welcome Mario Batali to the Digital stage for an exclusive conversation about several new projects: "Feedback Kitchen" on video site Dailymotion, and "The High Road With Mario Batali" on Hulu. Mr. Batali will talk about his approach on different platforms, his work with brands, and how he talks directly to his fans in social to allow them to "integrate themselves into my dreams and me into theirs."

Mario Batali
Celebrity Chef, Restaurateur, Media Personality

Michael Learmonth
Deputy Managing Editor, Advertising Age

3:30PM

Brands on Instagram: What Works, What Doesn't, and What's Next

On the heels of Instagram's first major ad deal with Omnicom, Instagram's director of market operations will share an exclusive look at the photo-sharing service's recent rollout of ads and branded activity. Mr. Squires will go over what they've learned and what it means for the future of the photo and video sharing app.

Jim Squires
Director of Market Operations, Instagram

4:00PM

How to Choose the Right Channel to Disrupt Your Market

Insurgent, disruptive brands. That pretty much defines the two marketers who will talk about what it means to upend a category in this closing keynote. T-Mobile, of course, blowing up the mobile carrier business with its "uncarrier" approach to consumers. Meanwhile E-Trade is saying goodbye to its most-viral baby and taking a new data-driven approach to targeting retail investors.

Liza Landsman
CMO, E*TRADE

Peter Deluca
VP, Brand Communications, T-Mobile

, Tickets

Sold Out

? Location

Pier 36

299 South Street
New York, NY 10002
www.pier36nyc.com

Tuesday April 1 & Wednesday April 2

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