Agenda

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Wednesday, May 22

7:30 AM
Registration Opens
8:00 AM
Full Breakfast
8:15 AM
Sponsor Breakfast Presentation
8:45 AM
Welcome and Opening Remarks
MC
Steve Smith, Columnist, MediaPost
9:00 AM
Keynote: The Original Social Network Goes Mobile: Lessons Learned from Anheuser-Busch
From being the first beer brand to work with iAd to creating Augmented Reality experiences at retail, Anheuser-Busch has worked hard to put its brands at the forefront of mobile experimentation. Hear from vice president of U.S. marketing Paul Chibe on what’s working, what’s not, and where the next mobile marketing opportunities lie.
Keynote
Paul Chibe, VP US Marketing/U.S. Chief marketing Officer, Anheuser Busch
9:45 AM
Limits, Lessons, Maturity: Recalibrating Brand Strategy for the Next Mobile Stage
Those branded apps didn’t always work out, and they were costly to distribute. We don’t know what we got out of that banner blast campaign. The cost, timeframe, metrics of the mobile pieces never seem to match up with the other pieces of our campaigns. And we still can’t figure out who is coming to our mobile apps and sites, let alone where devices fit into our customer’s path to purchase. Brands have endured a lot of hard lessons when it comes to mobile in the last few years, and we ask them to reflect on the platform’s limits, what it can and cannot do for their overall strategy and campaign execution. What has experience taught marketers about setting realistic expectations for their investment in mobile in coming years? We take a hard, impartial view on how marketers’ investment in this ‘next big thing’ is and isn’t working out for them.
Moderator
Anna Bager, Vice President and General Manager, IAB Mobile Marketing Center of Excellence
PanelistS
Chris Early, VP of Digital Publishing, Ubisoft
Erin Jones Eichenstein, Senior Manager, Digital Media and Integrated Marketing, L'Oreal USA
Ed Kaczmarek, Director of Innovation and Emerging Technology, Mondelēz International
Keary Phillips, Senior Digital Marketing Program Manager, Allstate Insurance Company
Jim Robinson, Associate Director Mobile Commerce, Verizon Wireless
10:30 AM
Tuning Into Pandora’s Tim Westergren Station: A Keynote Interview
Tim Westergren and his co-founders pioneered Internet radio and from it built one of the first truly ubiquitous (and highest grossing) mobile media brands. But how will this platform serve the company’s marketing partners as it migrates onto tablets, TVs, into cars and even onto home appliances? Does the business model really sustain the music makers that drive usage? How does one of the great third party success stories of the first generation of mobile media fight back when the first party operating system makers Apple and Google themselves get into the digital radio game?
Interviewee
John Trimble, Chief Revenue Officer, Pandora
Interviewer
Joe Mandese, Editor-in-Chief, MediaPost
11:00 AM
Coffee Break
11:30 AM
It Depends: Setting Expectations for Real-World Mobile Marketing Campaigns
Ask any agency executive what mobile is good for and what role mobile plays in the marketing mix and they’ll always tell you one thing “it depends.” In our agency panel we call them on it, and ask buyers and planners to share how recent campaigns set and delivered against specific marketing goals. What expectations were established with clients? What scale was sought and delivered? How integral were they in relation to other parts of the media plan? And ultimately, how are agencies talking honestly with their clients about realistic expectations from mobile platforms?
Moderator
Jordan Greene, Principal/Mobile Media, MellaMedia
PanelistS
Tim Dunn, Director of Mobile, Roundarch Isobar
Ryan Griffin, Senior Vice President, Media & Mobile, Digitas
Chris Miller, Chief Digital Officer, Draftfcb
Doug Rozen, Chief Innovation Officer, MXM
Mark Silber, Executive Creative Director, Joule
12:15 PM
Doh! It’s Not A Phone After All! Mapping the In-Between Terrain of Tablets
2013 is the year that marketers and media companies finally face up to the obvious: tablets are not ‘mobile.’ From screen size to circumstance, from place to user-mode these devices occupy a wholly new place in our media consumption habits. Both designing for these new in-between moments and understanding how advertising works here is one of the great challenges this year. We bring together both marketers and media companies to discuss how they are creating discrete tablet strategies that fit within a continuum of multi-screen activity. How is their tablet app and site different from their smartphone iterations? What ad campaigns and goals are best applied here compared to other platforms?
Moderator
Heather O’Shea, VP, Group Partner, Research, UM
PanelistS
Jason Baptiste, CEO, Onswipe
Alexis Rask, VP and General Manager of Brand Partnerships, Shopkick
Seth Rogin, Vice President, Advertising, New York Times
Tracey Weber, Head of Internet and Mobile Banking, Citi
Randy White, Vice President, Media Solutions, CareerBuilder.com
1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
1:30 PM
Sponsor Luncheon Presentation
2:00 PM
Case Study: Mobilizing the Bear: How A&W's Mobile Strategy Revived a Brand and Leveled the Playing Field
A&W Restaurants is one of the oldest food franchises in the country, but it doesn't enjoy the big marketing budgets of some of its younger rivals. When the company launched new products and revived a beloved corporate mascot it found that some of the newest social and mobile channels were the perfect places to show off its creativity and reach new audiences.
Presenter
Liz Bazner, Social & Digital Communications Strategist, A&W Restaurants
2:30 PM
Does Mobile Display Even Work?
More than fifteen years into Web display advertising, many advertising executives and brands continue to doubt the platform’s effectiveness as an advertising medium. Shrink those banners and badges down to the size of a handheld device and the skepticism escalates even more. With several years of experience under the mobile industry’s belt, we ask, what do we know about whether, how, when and to what ends mobile display works for marketers? What are the metrics on conversions, brand lift, sell-through?
Moderator
Craig Weinberg, Mobile Practice Lead, Mindshare
PanelistS
Lars Albright, Co-Founder & CEO, SessionM
Louis Gump, CEO, LSN Mobile
Michael Lieberman, Group Account Director, MEC
Steve Minichini, President, Interactive Marketing, TargetCast
Scott Swanson, CEO, Mobile Theory
3:15 PM
Coffee Break
3:30 PM
Mobile Goes Mobile: Telematics And The Next Big Supply Chain
The great "mobile" innovation of the last century, the automobile, is finally meeting the great "mobile" innovation of the 21st-century. A cluster of technologies – touchscreens, cellular, Wi-Fi, voice recognition and ubiquitous connectivity have all converged to create the next new mobile moment, drive time. But who is going on this very promising road trip? The car companies, the cellular companies, the cross-platform media providers, or a whole new infrastructure serving this specific channel? We bring together the early players to help discover who is doing what for whom and what the short and long-term prospects are for your car as a media and marketing platform.
Moderator
Karl Greenberg, Auto Marketing Editor, MediaPost
PanelistS
Bernard Briggs, VP, Chief Technology Officer, T-3
Henry Bzeih, Chief Technology Strategist - Kia Connected Car, Kia Motors America
Carl Rohling, VP of Business Development, TuneIn
Chia-Lin Simmons, VP of Content and Marketing, Harman International
David Sullivan, Cross Car Planning Manager, Subaru
4:15 PM
Social Is Now Mobile, But Is Your Social Marketing Plan Ready?
It is official. The major social networks, Facebook and Twitter, may have grown up on the desktop, but they are approaching maturity on mobile devices, where the majority of their users now access these nets. Social is mobile now. The big question for media buyers and planners is how the mobilization of social channels has changed their approach to both paid and earned media. Facebook and Twitter both now have ad programs that extend to tablets and handsets, but how are marketers adjusting campaigns accordingly. Now that brands know their social media presence and efforts are seen most often on devices, not the desktop, does this affect their social tactics, messaging, timing or perhaps the entire social strategy?
Moderator
David Berkowitz, VP of Emerging Media, 360i
PanelistS
Ken Burbary, Chief Digital Officer, Campbell Ewald
Joe Cianciotto, Director of Digital Integration, DDB
David Coomer, Chief Creative Officer, Cornett
Andy Ellwood, US Head of Business Development, Waze
Rob Wilk, VP of Sales, Foursquare
5:00 PM
Conference Concludes