World Advertising News

Date: April 3, 2014Location: 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.

8:00am to 9:00am Registration/Networking 9:00am to 9:15am Opening Remarks 9:15am to 9:30am Deep-Dive Presentation/Case Study 9:30am to 10:00am Keynote Conversation

For sponsorship, speaker and press inquiries, please contact Brooke Bauguess | 323-617-9118 | brooke.bauguess@variety.com

AGENDA 2014

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 complexand 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.

12:30am to 1:30 pm Lunch

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 CollideBrands 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.

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.

3:00pm to 3:15pm Break 3:15 to 3:30 p.m. Keynote/Fireside

1:30pm to 2:15pm 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.

2:15pm to 3:00pm 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.

3:30pm to 4:15pm 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.

Cocktail Reception 5:45pm

4:15pm to 5:00pm - 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.

5:00 pm to 5:45pm - The Fearless Innovators - All-Stars of Digital The future of advertising and marketing sits with digital marketers - who must stay ahead and correctly guess the next big thing in consumer targeting trends. Top studio, TV, social media, online marketers and their partners will discuss how advancing technology is creating breakthrough campaigns for entertainment and consumer brands.