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

10:45 AM

Sponsor Presentation

11:30 AM

Keynote: Wall Street Questions Facebook's Value, But Here Is How Marketers Can Find It

12:15 PM

OMMA Social Panel: Best Practices for Working with Facebook

It’s not often that advertising creatives find themselves dealing with policy, but a June Facebook Policy Summit – in which the social platform reportedly met with 40 agencies so they could vent frustrations about Facebook’s ever-changing policies – shows that p’s and q’s are front and center when it comes to creating advertising for social’s predominant platform. This issue highlights a larger one for ad agencies trying to work with Facebook: how to make the process easier all around. In this panel session, advertising execs will share best practices for getting the most out of advertising on Facebook.

Moderator: Gavin O’Malley , Journalist, MediaPost
Panelist: Steve Knapp , Director of Brand Activation, Carmichael Lynch; Mike Proulx , SVP, Director of Digital Strategy, Hill Holliday; Jamie Tedford , Founder/CEO, Brand Networks; Chris Worley , Creative Director, Experience Design, RAPP

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

OMMA Social: Platform Spotlight -- Tumblr

5:00 PM

OMMA Social Panel: Emerging Ad Models for Mobile Social

The last few months have shown promise for mobile/social advertising, with both Facebook and Twitter showing substantially higher click-through rates on mobile ads than their desktop-bound counterparts. So, what is it about these ads that users are finding more compelling? Is it their targeting? Is it that they may be more situational than typical digital ads? Or, is it just the novelty of mobile social ads that are making people click? In this session, advertisers, agencies and solutions providers suss out the progress in mobile social advertising, and how it can work with your brand.

Moderator: Nihal Mehta , CEO/Co-Founder, LocalResponse
Panelist: Patrick Albano , VP of Social, Mobile and Product Solution Sales, Yahoo!; Mark Binns , Chief Marketing Officer , Mobio Technologies, Inc.; Michael Jaindl , VP, Customers for Life, Salesforce Marketing Cloud; John Simpson , Managing Director, Blue State Digital; Jon Steinberg , President, Buzzfeed

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

11:30 AM

OMMA Social Presentation: How Ciroc Vodka Rocks Social

12:15 PM

OMMA Social Panel: What if Facebook Launches an Online Ad Network?

In June, Facebook Ads began to show up on Zynga.com, the Web site of the company whose gaming is largely conducted on Facebook itself. While the ties between Zynga and Facebook are well-documented -- Zynga accounts for about 12 percent of Facebook revenue – the implications of Facebook Ads being easily transported to other sites are huge, opening the door for a Facebook ad network that could reshape the online ad market by bringing social data into even wider use throughout the Web. So, is such a network inevitable? How would such a move change the advertising landscape? Who stands to benefit, and who loses out? This session will unpack the issues around a potential Facebook ad network.

Moderator: Catharine P. Taylor , Columnist, MediaPost
Panelist: Adam Kmiec , Director, Global Digital Marketing and Social Media, Campbell Soup Company; Calvin Lui , President and Chief Strategy Officer, UNIFIED; Don Mathis , CEO, Kinetic Social; Chase McMichael , President, CEO, InfiniGraph; Michael Scissons , President, Syncapse

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

3:30 PM

Sponsor Presentation

4:15 PM

OMMA Social Data Dive: Facebook by the Performance Numbers

5:00 PM

OMMA Social Panel: Protecting Online Privacy: The Search for a Policy That Works For Everyone

‘Do Not Track’ may have started as a well-intentioned call for online privacy in an unprecedented age of information, but, to some, it has evolved into a muddied message that has inflamed privacy paranoia and confused issues. While strategic use of online data helps advertisers to target, publishers to flourish, and consumers to benefit from both a better advertising experience and the “free Internet”, it’s clear that the industry has yet to put controls and policy in place that makes all of the different constituencies involved satisfied with how data and online privacy are being handled. This concern has, of course, been exacerbated by the rise of social media, which means that more data on consumers, and more precise targeting, is available than ever before. On this OMMA Social session, panelists will discuss how the industry might pursue a clear and actionable plan that protects consumers by giving them choice and transparency, while allowing businesses to grow.

Moderator: Gary Kibel , Partner, Davis & Gilbert LLP
Panelist: Jason Bier , Chief Privacy Officer, ValueClick; Elizabeth Francis , CMO, Gilt Groupe; Allie Savarino Kline , CMO, 33Across; John Montgomery , COO, GroupM Interaction, North America; Michael Sussmann , Partner, Perkins Coie LLP; Angus Glover Wilson , Chief Privacy Officer, TagMan

5:30 PM

OMMA's Online All-Stars Cocktail Party and Presentations

Social Media Rides the Wave: What to Be on Top of Now

As social media has entered marketing’s mainstream, it has nonetheless continued on its journey of endless change. In fact, the rise of new platforms, new thinking and new trends are as endemic to social media today as they were back when Facebook was only a challenger to MySpace, and platforms like Instagram, Tumblr and Pinterest didn’t even exist. However, the difference between a few years ago and today is that staying in top of trends in social media only increases in urgency, as more users spend increasing amounts of time on social platforms. Meanwhile, older platforms intended for the masses are diminishing in importance.

Therefore, the social media agenda for OMMA Social at Advertising Week will focus on what marketers, agencies and media people need to know now, wrestling with questions such as: What are the emerging ad models for mobile social? Will Tumblr help make online advertising creative less of an oxymoron? If Facebook launches its own ad network, what are the implications for the digital advertising ecosystem? Come learn about these trends, and more, at OMMA Social at Advertising Week.

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