Massive: The Advertising and Marketing Summit

Date: April 3, 2014
Location: Four Seasons Doheny, Beverly Hills

Top advertising and marketing chiefs across TV, film, digital media and consumer brands all in one spot! Find out how they are breaking through to audiences, clients and customers across multiplying media platforms.

For sponsorship, speaker and press inquiries, please contact
Annalisa Dominguez| 323-617-9405 | annalisa.dominguez@variety.com

Register Now

AGENDA 2014

8:00am to 8:50 am Registration/Networking

8:50am to 9:00am Opening Remarks

9:00am to 9:15am Fireside Chat with Chuck Parker, SVP Media Sales, Brightcove
Interviewed by Brian Steinberg, Senior TV Editor, Variety

9:20am to 10:00am Keynote Conversation
Convergence: A New Model for Brand-Content Partnerships
With the explosion of new forms of content and distribution, today’s top brands are realizing that their messages must live in more places than ever before – and so innovative marketers are working directly with Hollywood studios, celebrities, athletes and fashion designers to seamlessly integrate their brands into the lives of their customers. But how do brands navigate a world where all forms of entertainment are converging so quickly? And where can they turn to build truly integrated campaigns that consumers will not only notice, but actually enjoy? This Keynote Panel will look at exciting new partnerships that are giving brands the cross-channel, cross-market voice they’ve been looking for.

Moderator:
Andrew Wallenstein, Editor-in-Chief, Digital, Variety

Speakers:
Ryan Kavanaugh, CEO, Relativity Media
Danny Stepper, Co-CEO, Madvine, a Relativity Company
Angela Courtin, President, Dentsu Aegis Network U.S.
Bonin Bough, VP Global Media and Consumer Engagement, Mondelez International
Eric O’Toole, General Manager and President of Danone Waters of America (evian, Volvic, and Badoit)
Jim Plante, Founder and CEO of Pathway Genomics

10:00am to 10:45 am State of the Media Advertising Business
With rising mobile and online platforms complementing their primary channels, network advertising chiefs enjoy immense choice in courting brands to their programming. Brands, feeling the love and seeing the opportunity, are building ever complex and custom campaigns with networks every which way across show’s primary airing, aligned social media, VOD airings and more. What’s a media chief to do – to grab advertising and make the best decisions across their expanding available real estate? How are they analyzing fast-changing audience demographics? Top network chiefs, platform partners and brands debate how to succeed in connecting to today’s audiences.

Moderator:
Brian Steinberg, Senior Editor TV, Variety

Speakers:
Geri Wang, President Sales and Marketing, Disney/ABC
Kristi Argyilan, President Magna Global, NA
Donnie Williams, Chief Digital Officer, Horizon Media
Scot McLernon, Chief Revenue Officer, YuMe
Bonin Bough, VP Global Media and Consumer Engagement, Mondelez International
Cheryl Idell, Executive Vice President, Client Solutions, Nielsen

10:45 am to 11:00 am Networking Break

11:00am to 11:45 am The Rise of Content Marketing – When Brands and Entertainment Really Collide
Brands are cozying up to the cult of celebrity and entertainment more than ever – as they look to create a lasting impact in a cluttered environment. With star-studded ads that can look a lot like entertainment; and entertainment that can look a lot like ads – charmed audiences are compelled to share, parody, pin, post and more, for powerful viral reach. What are the best strategies to create and distribute branded entertainment in this multi-platform world? What storytelling generates brand retention – where consumers are compelled to buy and chat it up with their friends? Top platforms, marketers and advertisers and agencies will debate what branded entertainment is satisfying brands and audiences alike.

Moderator:
Brian Steinberg, Senior Editor TV, Variety

Speakers:
Peter Tortorici, CEO GroupM Entertainment
Jeff Curry, Brand Vice President, Jaguar Land Rover North America
Carol Goll, Partner at ICM Partners and Head of Global Branded Entertainment
Tim Ellis, EVP and Chief Marketing Officer, Activision
Lisa Licht, SVP Marketing Partnerships and Platforms, Yahoo

11:45 am to 12:30 am Millennial Marketing and Advertising – What Works?
Millennials are attractive consumers – if you can reach them. Hooking them young may mean a loyal following for products and entertainment franchises through this demographic’s lifetime. But in growing up on technology – millennials’ attention is more split across different media than any other age group. Millennials are also more diverse than other age groups, including a rising young Hispanic audience who is complex in its English, bilingual or Spanish-only language preferences. What’s the best mix of social media, online presence, traditional TV spot, app – to reach this consumer segment? Top brands, their agencies, TV/film marketers will debate how they are breaking through to this valuable, but elusive demographic.

Moderator:
Jeetendr Sehdev, Branding Authority and Prof. at USC’s Annenberg’s School of Communication

Speakers:
Kent Rees, Executive Vice President, Marketing, Scheduling & Operations, Pivot
Angie Barrick, Head of Industry, Media & Entertainment, Google
Adam Rockmore, VP Marketing, Fandango
Jim Babcock, VP Consumer Advertising, Adult Swim
Lauren Epstein, Vice President of Marketing Strategy for On-Air Promos at MTV

12:30pm to 1:30 pm Lunch

1:30 p.m. to 2:00 p.m. Conversation with Jennifer Prince, Head of Entertainment, Twitter
Interviewed by Gordon Paddison, Stradella Road

2:00 pm to 2:45 pm Consumer Brand Chief Marketing Officer Roundtable – Hitting Iconic Status in a Split Media Landscape
Top marketers at consumer brands will talk about how they are breaking through to people who are divided more than ever across media options. Where should brands go and what should they do to really shine across TV, radio, social media, online channels and more? How has the trend towards marketing in real-time impacted brand strategy – i.e. what are advantages and risks in tweeting around live events and pop culture moments?  What are the right storytelling techniques to endear today’s seen-it-all consumers to your brand – subtlety, shock, snark, something else? Top consumer marketers will talk about how they are shaping their brands now.

Moderator:
Brent Weinstein, Agent at UTA

Speakers:
Brad Haley, Chief Marketing Officer for CKE Restaurants, Inc. (Carl’s Jr./Hardee’s)
Chad Bailey, Chief Marketing Officer, Robeks
Susan Doherty, Chief Marketing Officer, Hipmunk
Michael Lattig, Chief Marketing Officer, Stubhub

2:45pm to 3:30pm The Art and Science of the Entertainment Launch
Advertisers and marketers are now flooded with data on consumer behavior – as we are more trackable than ever with our online/mobile activity. But even as we get a grip on where people are – what pushes people to watch a new film or TV show? Should you surprise like Beyonce? Should you be everywhere like Ron Burgundy?  As platforms, networks, online destinations continue to explode, what are the best types of ads – branded, native, sponsored posts/tweets, straight TV spots, billboards, or something else – that break through? Can plastering paid messages work as well as triggering a viral train of positive buzz and word-of-mouth? Top entertainment marketers, research execs and their platform and technology partners will analyze how they are launching content.

Moderator:
Andrew Stewart, Reporter at Variety

Confirmed Speakers:
Terry City, VP West Coast, Buzzfeed
Laurel Bernard, EVP Marketing, FOX Broadcasting
Vince Messina, VP Industry Leader, Autos & Entertainment, Yahoo
Abbey Thomas, VP Entertainment, Tremor Video

3:30pm to 3:45 pm Break

3:45 to 4:30 pm – Hispanic Marketing – How to Succeed with this Transformative Audience Demographic
According to Nielsen, Hispanics are the fastest growing ethnic segment, and are expected to grow over 150% percent between 2010 to 2050.This is compared to about 40% growth for the total population between that same time frame. How are marketers evolving their campaigns to best speak to this audience – which is increasingly diverse with their English language/Spanish language/bilingual content viewing decisions? What platforms represent the best media buys – across TV channels, online, social media and more? What storytelling resonates best? Top Hispanic marketers and their channel and platform partners will analyze how they are succeeding in promoting to Hispanic audiences.

Moderator:
Greg Osborne, VP Sales, Univision

Confirmed Speakers:
Rick Ramirez, SVP Targeted Marketing, Warner Bros.
Esther Franklin, EVP, Head of SMG Americas Experience Strategy, Starcom MediaVest Group
Fabian Castro, VP Multicultural Marketing, Universal Pictures
Beatriz Acevedo, Founder and President MiTu Network
Manny Miravete, US Hispanic Industry Manager, Google

4:30 pm to 5:15 pm The Fearless Innovators: Entertainment Chief Marketing Officer Roundtable
With immense choice across traditional and digital platforms – how are top TV, film and digital entertainment marketing executives advancing their brands? What is the best ongoing relationship to strike with consumers and audiences– when to take a risk on aligning with a new platform/service, or play it safe with a tried-and-true campaign style? How are execs keeping budgets in mind, while still managing to capture consumer and audience attention?  Top entertainment marketing chiefs across film, TV and digital media will share how they are shaping and honing their brands for today and into the future.

Moderator:
Andrew Wallenstein, Editor-in-Chief, Digital, Variety

Speakers:
Sheraton Kalouria, EVP and CMO Sony Pictures Television
Russell Wallach, President Media and Sponsorship, Live Nation
Jen Neal, EVP Marketing, E! Entertainment
Doug Neil, EVP Digital Marketing, Universal Pictures

Cocktail Reception 5:30pm

Speakers:

Premier Sponsors:

Relativity

Official Sponsors:
Google

Supporting Sponsors:

AdultSwim Google FilmOn Yahoo TremorVideo

Media Partners:
Advertising Society

SAGAFTRa