Agenda

October 01, 2012

8:00 AM

Registration Opens

8:55 AM

OMMA GLOBAL MAINSTAGE MORNING SESSION

9:00 AM

After Radical Digital Change ...

9:15 AM

Keynote Conversation with Tim Armstrong, CEO of AOL

9:45 AM

OMMA Global Panel: After Radical Digital Change, What Is Advertising?

Ah ... the answer to the question "What is Advertising?" used to be so easy: An ad was a carefully-crafted, outbound message that adhered to a format with very strict boundaries. It was a 30-second TV commercial, or a two-page magazine spread, that, though directed at consumers, didn’t really involve input from them. Fast forward to 2012, and the definition of an ad is completely amorphous, including the question of who gets to create it. While plenty of traditional ads still exist, a contemporary ad could also be a popular hashtag on Twitter, a sponsored event or a video that goes viral. It could be created by an advertiser or agency or be a crowdsourced meme that simply takes off. Or it could be a wonderful customer experience ... which, when shared via social media, becomes one of the most powerful messages a marketer can have. In this OMMA Global panel, thought leaders in advertising, marketing and media will discuss the current definition of advertising, and what that definition means for brands.

Moderator: Christopher Vollmer , Partner, Global Media and Entertainment Practice, Booz & Co.
Panelist: Molly Peck , Director of Advertising and Sales Promotion, Cadillac; Ian Schafer , CEO, Deep Focus; Shiv Singh , Global Head of Digital, PepsiCo Beverages; Calle Sjoenell , Chief Creative Officer, Ogilvy & Mather, New York

10:30 AM

Coffee Break

11:30 AM

OMMA Mobile Keynote: Mobile as the Mainstream

12:15 PM

Panel: Mobile to Main Street: How Do You Get the New Marketing Mix Right?

In many organizations, mobile advertising started as pure R&D, with funds siphoned from Internet budgets. Brands designated someone to be in charge of mobile while agencies created separate mobile spinoff agencies or mobile divisions within existing offices. But mobile is moving into the mainstream of marketing and advertising, no longer a separate entity but becoming a core piece, which is tougher than it sounds. How are brands weaving mobile into the mainstream of their marketing mix without disrupting the entire apple cart? What is the right mix with budget allocations and implications? And who at the agencies and brands leads the charge? We bring together some of the leading agency thinkers who have been focusing on ways to take mobile more mainstream, side by side with corresponding media.

Moderator: Matthew Snyder , Founder, CEO, ADObjects, Inc/ ResponsiveAds,Inc
Panelist: Michael Collins , Chief Executive Officer, Joule; Rick Gardinier , SVP, Chief Digital Officer, Brunner; Molly Garris , Digital Strategy Director, Arc Worldwide, a Leo Burnett Company; JiYoung Kim , SVP Strategy & New Solutions, Ansible Mobile; Michael Miller , CMO, Hyper Marketing Inc.

1:00 PM - 2:00 PM

Lunch

1:15 PM

VIP Lunch & Learn Presentation

1:55 PM

OMMA GLOBAL MAINSTAGE AFTERNOON SESSION

2:00 PM

Keynote Conversation with Andrew Keller, CEO of CP+B

2:30 PM

OMMA Global Panel: After Radical Digital Change, What Is a Brand?

What was once such a simple concept has been rendered incredibly complicated by the digital age. A brand used to be a product or service that consumers purchased, and companies sold. Today, celebrities have brand value, and media companies do all they can to build up their brands—even as they rake in money to promote the brands that purchase their ad space or time. Brand building itself has evolved from a simple reach and frequency equation to the equivalent of 3D chess, with innumerable outlets on which to promote, as well as the rise of the consumer’s voice in impacting brands. How does all this define what a brand is in a short-attention-span age, and an age in which numerous voices impact a brand's definition? Can one even build a brand anymore?

Moderator: Bob Liodice , President & CEO, ANA
Panelist: Rob Candelino , Vice President, Brand Building, Unilever; Steve Farella , Chairman & CEO, Targetcast tcm; Jennifer Kasper , VP/Digital Media & Multi-Cultural Marketing, Macy's; Brent Poer , EVP, Executive Creative Director, LiquidThread

3:15 PM

Coffee Break

4:15 PM

State of Mobile and American Express Case Study

5:00 PM

Panel: Mobile Advertising Goes Shopping: Getting the Right Ad to the Right Time

Using mobile for shopping is moving from simple showrooming to involvement in the entire purchase process. But where does advertising fit in this new cycle and what will the messages look like? When a consumer opens a website in a store, what ads will work and which ones won’t, at the critical moment on the last leg of the purchase decision? As more brands and agencies look to reach consumers more frequently along their purchase decision journey, how do advertisers link the process? This panel of experts discusses what’s coming in consumer messaging while the customer is in and out-of-store and the role of real-time, back-end data that will be required to be effective in the future.

Moderator: Jordan Greene , Principal/Mobile Media, MellaMedia
Panelist: Michael Bordash , CTO, Xtify, Inc.; Sal Candela , Mobile Director, PHD; Kenneth Cassar , Senior Vice President, Digital Advertising Solutions, Nielsen; Craig Davis , CEO, Relevvant; Andy Wasef , Head of Innovation and Technology for North America, MEC

5:30 PM

OMMA Global Cocktail Party

6:30 PM

OMMA Awards Dinner (separate admission ticket required)

October 02, 2012

8:00 AM

Registration Opens

8:55 AM

OMMA GLOBAL MAINSTAGE MORNING SESSION

9:00 AM

Keynote Conversation with Gaston Legorburu, Worldwide Chief Creative Director of SapientNitro

9:45 AM

OMMA Global Panel: After Radical Digital Change, What Is An Agency?

The definition of ad agencies has often been a moving target, but until explosive digital disruption, it has been a relatively slow moving one. It took nearly a century for seminal agencies to evolve from media reps to brand stewards and Big Idea thinker-uppers. And while the impact of globalization, media fragmentation, unbundling, and re-integration each challenged and left their marks on the agency business, the shifts that have taken place due to the acceleration of new digital platforms – especially social and mobile – are changing the fundamental roles and practices of modern agencies, shifting them from crafters and distributors of brand messages to, well, something else entirely. This panel will try to put some dimensions around this question, including: the new media mix of paid, owned & earned; the transition from ad messaging to “content marketing;” the disintermediation of media brokering and the shift toward programmatic trading, “advertising as services,” experience design, innovation incubation, and an array of direct-to-consumer marketing models that are anything but “agent” like roles.

Moderator: Nancy Hill , CEO, AAAA
Panelist: Colleen de Courcy , CEO and Founder, Socialistic; Colin Kinsella , CEO - North America, Digitas; Ty Montague , Co-Founder, Co-CEO, Co: Collective; Reuben Steiger , Principal, Method; John Winsor , CEO, Victors & Spoils, Chief Innovation Officer, Havas

10:30 AM

Coffee Break

10:45 AM

Sponsor Presentation

11:30 AM

OMMA Mobile Keynote: Closing the Mobile Gap

12:15 PM

Mobile Panel: Where New Scan Codes Fit in the Mix

The first round of 2D barcodes were popular with marketers, despite consumer reaction, since many simply routed people to a website. While many of the first generation of codes missed the mark, the new codes are more sophisticated and provide significantly more back end data. Phone cameras have improved making it easier to scan smaller codes, both traditional barcodes and QR codes. What are some of the leading edge applications of the newer QR codes, who is using them and what are the results? How do they tie into other media? This panel of experts discusses how they have moved to the next phase of scanning.

Moderator: Evan Neufeld , Principal, Storyline Development
Panelist: John Caron , Vice President, Marketing, Catalina; Mark Donovan , SVP and Senior Analyst, Mobile, comScore; Harry Kargman , Founder & CEO, Kargo; Nicole Skogg , CEO/Founder, SpyderLynk; Mike Wehrs , CEO & President, ScanBuy

1:00 PM - 2:00 PM

Lunch

1:55 PM

OMMA GLOBAL MAINSTAGE AFTERNOON SESSION

2:00 PM

Keynote Conversation with Michael Sprague, CMO of Kia Motors

2:30 PM

OMMA Global Panel: After Radical Digital Change, What Is Content?

This used to be pretty simple. “Content” is what publishers published, what sponsors sponsored and what consumers consumed. Church/state, editor/reader. Easy, peasy. That is, until digital platforms blew it up. Now everyone is a publisher, from sponsors and their branded media and sites to readers who simply gush ephemera. What now does an “editor” do with and against such a mix? Are any lines left distinguishing publisher, advertiser and reader when media companies strive to “integrate” all of these inputs in order to stay relevant to advertisers and let consumers “see themselves” in the media? But wait, then there is “context,” a new world of smartphones and devices that make media into situational “data” that needs to be malleable and relevant to a place and task. Understanding what a media company even does now is no longer so easy peasy anymore.

Moderator: Michael Wolf , Founder/Managing Partner, Activate
Panelist: Sarah Chubb , President/GM, Gilt City; Fran Hauser , President of Digital, Time Inc. Style and Entertainment Group; Larry Kramer , President and Publisher, USA Today; Jonah Peretti , Co-founder & CEO, BuzzFeed; John Robinson , SVP, Creative, Digitas

3:15 PM

Coffee Break

4:15 PM

Mobile Case Study: Old Navy

5:00 PM

Panel: Coming to a Small Screen Near You: Creating for Small

It doesn’t command the attention span of its larger screen cousins and many of the banner ads of today go unnoticed, so how are brands and agencies capitalizing on the limited real estate of the mobile screen? How are the big brands being enticed to new mobile ad products and how can creative be most effective on the small screen? This panel of creative experts discusses the state of creative for mobile and how creative talent should be deployed to focus on mobile. Can tablet creative be repurposed down or mobile creative repurposed up? The panel also will look at new ways to be most effective on the small screen.

Moderator: Adam Kasper , EVP, Havas Digital
Panelist: Tony Calzaretta , Creative Director, Pandora; Craig Elimeliah , VP, Director of Technology and Digital Solutions, RAPP; Chad Gallagher , Director of Mobile, Advertising.com; Jeff Ulrich , Sr. Manager, Innovation, United Airlines; Jeremy Wacksman , Vice President of Consumer Marketing and Mobile, Zillow, Inc.

5:30 PM

OMMA's Online All-Stars Cocktail Party and Presentations

Integrating Mobile into the Marketing Mix

As mobile moves out of the R&D phase into the mainstream marketing budget mix, where does it fit? How do branded mobile apps transition from being a new channel to become part of a cross-channel experience? What are the key drivers? As marketing budgets take shape for the next year, marketers and agencies will be challenged to find the right balance, in many cases with mobile leading the way.

OMMA Mobile at Advertising Week attendees will hear leading-edge thinking of where mobile integrates into the other marketing strategies and tactics in 2013, including a look at the most significant challenges and opportunities. Keynotes, case studies and best practices from industry leaders will be highlighted along with research illuminating the key trends in mobile to be ready for mobile integration.

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