Massive: The Advertising Summit 2013

DATE: June 6th, 2013

LOCATION: The Roosevelt Hotel – Mention the Summit to Receive a Discounted Room Rate of $229 per Night 

  • Contact Stephanie Ida to book your stay at The Roosevelt Hotel – P: (323) 785-3037

Variety is pleased to announce the return of Massive, a one-day summit dedicated to the converging business between advertisers, studio and TV content partners, digital media brands and next generation technologies.

Attendees will include CMOs, advertising agencies, advertisers and brand marketers, film-TV-digital media-game chiefs and their marketing partners. Come find out the best strategies to advance entertainment and brand awareness as consumers scatter across platforms.

Eventbrite - Massive: The Advertising Summit



8:30 – 9:30 Registration

9:30 – 9:45 Opening Remarks

9:45 – 10:15 Understanding Millennials for Ultimate Brand Success

Millennials are different than other demographics, impacting the way that advertisers and marketers target them.  What products, brands, and content are influencing this generation? As family life as a whole has changed, what must entrepreneurs, advertisers, and media companies do to connect and engage the modern family? Case studies and data on consumer behavior will be presented, showing how understanding this audience is important to the overall success of a brand.

Presented by:

Melissa Lavigne-Delville, VP of Strategic Insights and Culture Editor at NBCUniversal

10:15 – 10:45 Keynote Conversation
Dave Thompson, CMO Ustream
Interviewed by Andrew Wallenstein, Editor-in-Chief Digital Variety

10:45 – 11:30 The State of Entertainment and Advertising Roundtable

Networks and advertisers are driving to stay ahead of consumers, as they move to enjoy content differently – on-demand, on tablets, through apps, and more. At the same time, traditional TV programming still remains the hottest real estate for advertising. What are strategies to advance entertainment and  brand awareness as consumers scatter across platforms? What is the latest 360 approach to surround audiences with messaging across TV, social media, online, mobile and other platforms? Leaders at networks, brands and agencies converge to give us the big picture on how entertainment and advertising are changing in this digital age.

Confirmed Speakers:

Erik Logan, President of OWN and Harpo Studios
Jennifer Caserta, President and General Manager IFC
Chet Fenster, Managing Partner, MEC Entertainment
Rob Pietsch, Director of Sales, Western Region, Twitter
Nels Stromborg, Regional VP Sales, Undertone

11:30 – 11:45 Networking Break

11:45 – 12:30 p.m. Defining the New Cool Campaign – Achieving Watercooler Status in the Digital Age

The smart marketer realizes that advertisers don’t create viral campaigns – consumers create viral campaigns through their interaction with the message. What is important in engaging today’s consumer to achieve that ultimate viral zeitgeist? What form of advertising lends itself well to extensive sharing/retweeting/reposting etc.? Innovative marketing chiefs will debate how they are creating breakthrough campaigns.

Confirmed Speakers:
Jack Krawczyk, Director of Product Management, Pandora
Angela Courtin, Chief Content Officer, Aegis Media, Americas and President of The Story Lab
Uwe Gutschow, VP of Digital and Engagement Strategy, Innocean USA (clients: Toyota, Hyundai, Guinness)
David Matathia, Director of Marketing Communications, Hyundai
Sean Carey, Sr. Partnership Director, Original Video, AOL

12:30 – 1 p.m. Keynote Conversation
Katie Bayne, President North America Brands, Coca-Cola Americas
Interviewed by Marc Graser, Senior Editor, Variety

1:00 – 2:15 Lunch

2:15 – 2:45 A Conversation with Google
Jennifer Prince, Head of Industry, Media & Entertainment in Google
Gordon Paddison, Stradella Road

2:45 – 3:30 The Changing Rules of Audience Measurement

Collecting big data, analyzing big data is routine business for marketers. But what are we doing with all of this information we are capturing on audiences and their entertainment consumption habits? How is it impacting how the industry is designing its campaigns across platforms? Leaders in audience research, analytics and measurement will explore the current business of assessing audiences

Moderated by: Keyvan Peymani, Managing Director Digital Strategy, ICM Partners

Confirmed Speakers:
Jack Wakshlag, Chief Research Officer, Turner Broadcasting System
Duane Varan, Chief Research Officer, Disney Media & Advertising Lab
David Poltrack, Chief Research Officer, CBS
Paul Neto, Research Director YuMe
Sean Bruich, Head of Measurement Platforms and Standards, Facebook

3:30 – 3:45 Networking Break

3:45 – 4:30 Chief Marketing Officer Roundtable

The role of the CMO evolves at lightning speed – as marketers by nature need to quickly jump on trends to break their products through to consumers. But how are they distinguishing between in-and-out consumer fads and truly transformative industry developments? Big data, social commerce, digital wallets, maturing mobility – what is really taking hold that will improve marketing efficiency and ROI? Top CMOs will debate how they are staying ahead of the curve.

Moderated by: David Messinger, Co-Head CAA Marketing, Creative Artists Agency

Confirmed Speakers:

Donald Evans, CMO The Cheesecake Factory
Bob Sabouni, Executive VP, Worldwide Marketing Partnerships Marvel Studios
Pamela Kaufman, CMO Nickelodeon
LeeAnne Stables, President, Consumer Products & EVP, Worldwide Marketing Partnerships, Paramount Pictures
Paul Guyardo, EVP, Chief Revenue Officer and Chief Marketing Officer, DirecTV

4:30 – 5:15 Variety’s Branded Entertainment All-Stars

Brands are increasingly using the power of entertainment to effectively promote to consumers. What are the best blends of brands and storytelling that are breaking through? What types of content sells products and has inherence entertainment value at the same time? Top agencies, creative talent, marketers and more will explore success in branded entertainment

Moderated by Brent Weinstein, Head of Digital Media UTA

Confirmed Speakers:
Allen DeBevoise, CEO of Machinima
Jennifer Klawin, Director West Coast Sales, Tumblr
Chris Bruss, Head of Branded Entertainment,
Terry City, Vice President of West Coast for BuzzFeed
Patrick O’Neill, Executive Creative Director, TBWA\Chiat\Day LA
Gregg Colvin, SVP, Universal McCann

5:15 Cocktail Reception 


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