PROGRAM DESCRIPTIONS


Descriptions of Advertising Forums, Keynote Speeches, the ADDY Workshop and the Club Management Workshops and Roundtables




Advertising Forums


Make It Relevant: Advertising Communications Trends in Difficult Times
Thursday, June 4, 2:15 p.m. – 3:30 p.m. Salon F/G

As moods, values and priorities change on local, national and global levels, our visual language must also evolve to avoid visual clichés and leverage new concepts that will resonate with consumers. Denise Waggoner, Getty Images, leads an industry panel in a discussion of the visual trends and concepts revealed by her most recent research about the visual shift in advertising trends today. Attend this session for a global view of how new visual trends will impact consumer messages in the coming months.

Barb Fabing, Senior Vice President, Retail Design & Strategy, Arc Worldwide
Woody Kay, Managing Partner & Chief Creative Officer, Arnold DC
Kendra Hatcher King, Senior Vice President, Director of Contextual Planning, MediaVest USA
Denise Waggoner, Vice President of Creative Research, Getty Images



Make It Cohesive: The Opportunities and Challenges of Integrated Marketing
Thursday, June 4, 2:15 p.m. – 3:30 p.m. Salon K

With new forms of technology and communications materializing every day, marketers need to find new ways to utilize integrated marketing. This panel will review the opportunities and challenges of creating, executing and measuring integrated programs in an increasingly fragmented world from the perspective of clients, agencies and media owners.

Tracy Benson, Lead, Best Buy Marketing
Jacki Kelley, President, North America, Universal McCann
John Partilla, President, Time Warner Global Media Group & Senior Vice President, Time Warner
Sarah Personette, Vice President, AOR Director, MediaVest Worldwide
Brett Wilson, Senior Vice President, Advertising, USA TODAY



Make It Personal: Behavioral Marketing and Privacy Issues
Thursday, June 4, 3:45 p.m. – 4:45 p.m. Salon F/G

Consumers love new social media and other online tools that connect them to the people and information they want. In exchange for providing free services, marketers track usage and tailor their advertising to consumers’ browsing habits and interests. However, without any evidence that behavioral tracking harms consumers privacy, some consumer groups and government regulators have called for limiting the ways companies collect and use this information. The Chairman of the Federal Trade Commission has warned the industry to police itself or the government will have to step in. This panel will discuss what marketers need to know about looming threats to this new, sophisticated form of advertising as well as consumers’ reactions to the use of their information for Internet-based advertising.

Jeff Edelstein, Partner, Co-Chair, Advertising, Marketing & Media, Manatt, Phelps & Phillips, LLP
Susan Lavington, Senior Vice President, Marketing, USA TODAY
Carla Michelotti, Executive Vice President/General Counsel & Director of Government Affairs, Leo Burnett Worldwide
Neal Patel, Counsel, Frost Brown Todd LLC



Make It Inclusive: Managing Diversity and Multicultural Marketing
Thursday, June 4, 3:45 p.m. – 4:45 p.m. Salon K

Right now, tough decisions are being made daily, budgets are being cut, accounts are being lost and, with them, jobs. In such circumstances, the unique benefits of building a diverse workforce or promoting products in the multicultural marketplace becomes secondary to keeping the doors open. Amidst such widespread uncertainty, can diversity strategies and initiatives or multicultural marketing remain part of a successful marketing and outreach strategy? How are advertising, marketing and media companies leveraging diversity programs to weather the deep recession?

Karl Carter, Co-Founder & CEO, GTM, Inc.
Chad Germann, President/CEO, Red Circle Agency
Tony Hobley, Senior Vice President, Client Services, RAPP
Sandra Sims-Williams, Senior Vice President, Inclusion & Diversity, VivaKi
Tiffany R. Warren, Chief Diversity Officer, Omnicom Group Inc.



Make It Social: Breakthrough Digital Creativity
Friday, June 5, 10:00 a.m. – 11:00 a.m. Salon F/G

Breakthrough creativity is an aspiration for all, but what defines it today for online advertising? Is it about the media solution itself, the creative, or a true integration of the two? From breakthrough visual executions to cross platform ideas to branded entertainment to original video, we’ll discuss what it takes to make a lasting impression on digital consumers. This conversation will also explore whether the economic downturn is taking a toll on creativity and risk-taking and whether today’s agency is truly aligned to deliver high impact ideas and executions.

Janet Balis, President, Digital Media Strategies, Inc.
Matt Freeman, CEO, Betawave Corporation
Elizabeth Ross, Former President & Global CMO, Tribal DDB North America
Gal Trifon, Co-Founder/CEO, Eyeblaster
Doug Wood, Chairman, Advertising Technology & Media Group, Reed Smith LLP



Make It Funky: Alternative Brand Marketing
Friday, June 5, 10:00 a.m. – 11:00 a.m. Salon K

With advertising budgets being slashed left and right, marketers are looking for better and less expensive ways to reach consumers. As consumers’ usage of experimental media platforms quickly surpass that of marketers, we must embrace these innovative platforms in addition to employing the tried and true traditional mediums. This panel will discuss how and why marketers are turning to alternative media in today’s recessionary economy.

Paul Chibe, Vice President, North America, Consumer Marketing, Wm. Wrigley Jr. Company
Jon Gieselman, Senior Vice President, Advertising & Public Relations, DIRECTV
Eric Hirshberg, President, Chief Creative Officer, Deutsch LA
Brian Martin, CEO & Founder, Brand Connections
Ryan Schinman, CEO/President, Platinum Rye Entertainment



Make It Neighborly: Trends in Local Marketing
Friday, June 5, 11:15 a.m. – 12:15 p.m. Salon F/G

While traditional local media has taken a big hit in this economy, there is major take off for local media on the Internet and in mobile markets. BIA and The Kelsey Group projects that the interactive share of local ad spending will more than double from nine percent in 2008 ($14 billion) to 22.2 percent in 2013 ($32.1 billion). Dr. Mark Fratrik, an expert in traditional and online local media and advertising will share insights into major trends impacting local media, and moderate a panel of local all-stars that are each transforming the local environment.

Dr. Mark Fratrik, Vice President, BIAfn
Jeff Haley, President & CEO, Radio Advertising Bureau
Michael Jack, President & General Manager, WRC-TV/WRC-DT
Rich Stalzer, President, IAC Advertising Solutions



Make It Different: Industry Reinvention
Friday, June 5, 11:15 a.m. – 12:15 p.m. Salon K

How do today’s and (more importantly) tomorrow’s agencies serve their clients, and what are clients demanding of their agencies? In an industry where significant change was already underfoot, the Great Recession has forced and perhaps at times inspired an ever more rapid transformation of “The Ad Business.” Digital vs. Traditional, Retainer vs. Pay for Performance? Content or Communications Staff Plans or Deliverables? Ideas or Resources? This panel will explore the industry transformation which has beset us all and seek to bring some sense to the whirlwind we are all working in. We invite you to come and share your views–this is a discussion not a presentation.

Frank Cooper, Chief Marketing Officer, Sparkling Beverages, Pepsi-Cola North America Beverages
Sean Finnegan, President, Chief Digital Officer, Starcom MediaVest Group
Marc Fleishhacker, Managing Director, Senior Partner, Ogilvy Consulting
John Osborn, President & CEO, BBDO New York
Steve Pacheco, Managing Director, Advertising, FedEx



Keynote Speeches


Luncheon Keynote
Thursday, June 4, noon – 2:00 p.m.

Representative Carolyn B. Maloney, (D-NY)



Breakfast Keynote: The Changing Media Landscape
Friday, June 5, 8:00 a.m. – 9:45 a.m.

Murray Gaylord, Vice President, Marketing & Customer Insights, NYTimes.com


Breakfast Keynote: Advertising Myths and a Vision of the Future
Friday, June 5, 8:00 a.m. – 9:45 a.m.

Digital media technologies are enabling an expanding array of advertising enhancements, consumer engagement opportunities and advanced measurement techniques. Although media companies are investing in multi-platform distribution, interactivity, addressability and improved metrics, marketers are steadily reducing their advertising budgets. Media futurist, author and consultant Jack Myers will share surprising truths about what marketers really think of new media and the value of advertising. Jack's engaging presentation will:

  • share an overview of the media and advertising economy through 2011;
  • dispel fundamental myths that prevent media companies and agencies from accurately assessing the revenue potential of digital investments;
  • introduce several specific recommendations for generating immediate incremental revenues during the advertising recession and beyond;
  • share Jack's vision of the future of media and advertising.

Jack will explain how media, agencies and marketers can and should transform their relationships to assure sustainable long-term business models.

Jack Myers, Chief Economist, Jack Myers Media Services



Luncheon Keynote: Politics in the Age of Obama
Friday, June 5, 12:45 p.m. – 2:45 p.m.

The economy and the United States face a host of extraordinary challenges. We've elected a new president who is younger, more tech savvy and represents hope and change to the nation. Can Obama transform the grassroots energy from the campaign into a sustainable optimism that leads to results? What impact will his leadership have on the economy and numerous other pressing issues in the months ahead? Join David Brooks, New York Times Op-Ed columnist, as he shares his perspective on the many urgent priorities that confront the president and the country — and leaves plenty of time afterwards for answering questions from the audience.

David Brooks, Op-Ed Columnist, The New York Times



Club Management Workshops

In addition to our always popular roundtable discussions, other Club Management Workshops will include:

  • How can ad clubs use social media to further promote their club?
  • New ways of growing your club in a tough economy
  • Maximizing your ad club Web site
  • How to put on an ADDY® event in a tough economy
  • Understanding the new AAF dues structure and the value proposition of membership with AAF