Wednesday, 02/26
6:30 PM ET
6:30 PM ET
Welcome Cocktails
Thursday, 02/27
9:15 AM ET
9:15 AM ET
Sponsor Breakfast Presentation
9:35 AM ET
9:35 AM ET
Opening Remarks
- MC
- Erin Everhart, VP of Content (Events), MediaPost
9:45 AM ET
9:45 AM ET
Keynote: Keynote – Un-Media Planning: Barbie Brand Collaboration
Reaching the next generation of kids in the post-TV era is job one for one of the world’s most beloved toymakers. But for Mattel’s lead media strategists, current digital measurement models encourage only a race to the pricing bottom. Through its YouTube channel, internal content development, and a clear-eyed view of streaming TV’s real reach, Mattel is reassessing which impressions really matter. But are digital platforms and agencies really offering brands the valid, accountable data they need to rebuild the lost reach into kidieland?
- KeynoteS
- David Rosenblum, Global Head of Media, Mattel
- Leigh Anna Trelenberg, Director, US Media, Mattel
10:15 AM ET
10:15 AM ET
Panel: Collage Planning: Post-Media Media Strategy Universe
Beyond fragmentation and omnichannel, influencer partnerships, creator empires, live streaming and chat apps, co-marketing partnerships, sponsorships and brand experiences have expanded a media plan that used to be centered around TV. Our panel shares practical ways they are planning a collage of fundamentally different and incompatible channels as “media.”
- Moderator
- Erin Everhart, VP of Content (Events), MediaPost
- PanelistS
- Melissa Sierra, EVP, Media Integration, USIM
- Joshua Sims, Head of Marketing, Big Chicken
10:45 AM ET
10:45 AM ET
Sponsor Spotlight and Break
11:15 AM ET
11:15 AM ET
Case Study: Serving Up Success | Inside Hooters’ Revamped Media Strategy
Brand awareness was never Hooters’ problem. Their saucy wings and well-known waitresses are practically synonymous with sports. But as their core demographic aged out of bar hopping for big games, they needed to adapt their media strategy and messaging to appeal to the new generation of sports fans. Melissa Fry, Senior Director of Marketing, shares how she revamped the Hooters’ media strategy to focus more on localized efforts, influencers and cross-brand partnerships, all while staying true to their core values and empowering the employees.
- Presenter
- Melissa Fry, Senior Director of Marketing, HOA Brands/Hooters
11:40 AM ET
11:40 AM ET
Fireside Chat - The Universal 360 is Dead: How to Program Brands Into Lives
Media plans must evolve beyond a checklist proving presence in every major channel. Showing up is not showing out. Instead, we need to dig into the heart of a brief to discover where the idea truly matters. Known for showstopping campaigns that rewrite city skylines, MediaPost’s Independent Agency of the Year, Giant Spoon, is a new kind of Big Idea agency that seeks to program brands into people’s lives. We’re sitting down with Giant Spoon co-founder Trevor Guthrie to hear how we should think outside of the traditional 360 to create tailored campaigns that leave a lasting mark.
- Presenter
- Trevor Guthrie, Co-Founder, Giant Spoon
- Interviewer
- Doug Parks, Director, Event Programming, MediaPost
12:00 PM ET
12:00 PM ET
Roundtable: Planning in a Post-TV Universe
TV is no longer the core medium and metric around which plans can be built. What does a plan look like now?
12:00 PM ET
12:00 PM ET
Roundtable: The New Sports Media Equation
How has this last bastion of live mass media presented buyers and planners with new allocation and omnichannel challenges and opportunities?
12:00 PM ET
12:00 PM ET
Roundtable: Commercial Media and the RMN Revolution
How can planners manage the explosion of inventory, data and interest in RMNs without over-allocating toward the hype?
12:00 PM ET
12:00 PM ET
Roundtable: From Friend Zone To Business Partner: Managing Relationships with External Vendors
- Featuring
- Joshua Sims, Head of Marketing, Big Chicken
12:45 PM ET
12:45 PM ET
Sponsor Lunch Presentation
2:00 PM ET
2:00 PM ET
Boat Cruise on Estero Bay
Golf at Saltleaf Preserve
Brewery Tour
Pool Cabana hang-out
6:30 PM ET
6:30 PM ET
Cocktail Party
7:30 PM ET
7:30 PM ET
Dinner
Friday, 02/28
9:15 AM ET
9:15 AM ET
Sponsor Breakfast Presentation
9:35 AM ET
9:35 AM ET
Welcome Back
- MC
- Doug Parks, Director, Event Programming, MediaPost
9:45 AM ET
9:45 AM ET
Keynote: The Data Driven Media Plan
10:15 AM ET
10:15 AM ET
Panel: Algorithmic Planning: Managing the Machine
As platform algorithms manage more links in the media chain, from segmentation to dynamic creative and optimizing against multiple outcomes, how must the planners’ roles change? How does media and creative need to work together earlier to feed the new machine? What skills and tools will be needed to work at a higher level to shape brand strategy across multiple channels?
- Panelist
- Kalyn Asher, President/Owner, Asher Media @AsherKalyn
10:45 AM ET
10:45 AM ET
Sponsor Spotlight and Break
11:15 AM ET
11:15 AM ET
Case Study: Experience as Media: Signals from the Virtual World
11:45 AM ET
11:45 AM ET
Transparency and Data: The Relationship Between Agency and Client
12:05 PM ET
12:05 PM ET
That Measurement Roundtable: Using Analytics to Inform Decisions
As vendors promise more efficiency and insight from AI powered media measurement tools, how do we separate the hype from the helpful?
- Featuring
- Brian McCord, SVP/Executive Director, Media Practice, RPA @BrianFMcCord
12:05 PM ET
12:05 PM ET
Roundtable: Virtual Worlds and eSports
How do brands best dive into immersive media, from virtual sports leagues to streaming to Fortnite and Roblox?
12:05 PM ET
12:05 PM ET
Roundtable: Is There an Audio Strategy?
The power of podcasting as both an advertising and branded content vehicle.
12:05 PM ET
12:05 PM ET
Roundtable: Personalized Advertising: How “one-to-one” can ad media go? Where is it working and how?
- Featuring
- Robin Green, EVP Commercial Strategy, Groupe Data & Tech Solutions, Publicis Groupe
12:50 PM ET
12:50 PM ET
Sponsor Lunch Presentation
2:00 PM ET
2:00 PM ET
Major League Baseball Spring Training Game
Top Golf
Kayak tour of beautiful Estero Bay
Pool Cabana hang-out
6:30 PM ET
6:30 PM ET
Cocktail Party
7:30 PM ET
7:30 PM ET
Dinner
Saturday, 03/01
9:00 AM ET
9:00 AM ET
Agency Q&A: Where Do Agencies Add Value Now?
When a brand strategy includes such a collage of disparate touchpoints that are only sorta-kinda like media as we have known it, what consistent metric applies anymore? Podcasting, creator media, RMNs, brand partnerships, social influencers, CTV, etc. etc. Is there a model for this?
- Interviewee
- Adam Herman, Chief Innovation Officer, Zimmerman Advertising
- Interviewer
- Doug Parks, Director, Event Programming, MediaPost
9:30 AM ET
9:30 AM ET
Panel: Where Do Agencies Add Value Now?
There’s no more important relationship than the one between the brand and the agency. It’s also one of the most complex to maintain. How does a major media agency justify its role with clients? As trend hunters? As media strategists? As tech and AI managers? And how are they solving for information asymmetry and mismatched incentives? Our panel of agency veterans dives into where they’ve had success in helping their brand counterparts navigate both the changing business and media landscape.
- Moderator
- Erin Everhart, VP of Content (Events), MediaPost
- PanelistS
- Jody Biagini, VP of Paid Media, Porter Novelli
- Robin Green, EVP Commercial Strategy, Groupe Data & Tech Solutions, Publicis Groupe
- Brian McCord, SVP/Executive Director, Media Practice, RPA @BrianFMcCord
10:00 AM ET
10:00 AM ET
Agency Q&A: The New Art of In-Housing
10:30 AM ET
10:30 AM ET
Summit Ends