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IMPACT! 2004: Branded Entertainment, Advertising and Marketing for today's Savvy Consumer

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DAY 1,  June 2, 2004

8:00 - 9:15 Registration and Networking Breakfast

9:15 - 10:15

Year In Review: Branded Campaigns of 2003
Hollywood Marketing legend Robert Levin and FFG (FirstFireworks Group) CEO Mark Workman kick off the conference with an Ebert and Roeper-style look at recent branded entertainment campaigns:  what has worked, what is not working, and why?

• Robert Levin, Walt Disney Studios, Sony Pictures, MGM, former President of Marketing
• Mark Workman, FFG (FirstFireworks Group), CEO

10:15-10:35   Featured Presentation / Brand Advisors
Roy Salter, Brand Advisors, Principal

Bahman Naraghi, Intermedia, COO

Dennis Higgins, Intermedia, Communications Director

10:35-11:05  Keynote

Madison Avenue Expectations for Entertainment Marketing: What you Need To Know

Robert Liodice, Association of National Advertisers (ANA)

President and CEO

11:05 - 11:30 Morning Networking and Product Showcase

11:30- 12:30  Supersession
Presentation: Maven Networks

• Ben Silverman, Reveille, Executive Producer, "The Restaurant"
• Lisa Licht, 20th Century Fox Marketing, SVP Feature Film Promotions
• Neil Patel, XK Entertainment, Partner
• Neil Schore, Clear Channel Advantage, Sr. Vice President

• Chris Moseley, Hallmark Channel, EVP and Chief Marketing Officer

• Ian Schafer, Deep Focus, President and Co-Founder
• Moderator: Todd Coleman, Conference Chair
  
  

12:30 - 1:30 Lunch

1:30 - 2:00 Keynote

Jeff Bell, Jeep/Chrysler, VP and General Manager

Jeff Bell is responsible for product development, marketing and sales for the Jeep and other Chrysler brands. He also manages all interactive communications and customer relationship management (CRM) for the Chrysler, Jeep and Dodge brands

2:00-2:15  Presentation: Deep Focus

2:15 - 2:25 Sponsor Case Study

The sweet success of SMS

How Starburst and ipsh! pioneered the most successful consumer packaged mobile campaign in U.S. History. You may know of American Idol but did you know that Starburst was one of the first brands to experiment with SMS in the United States and has thus far generated over 500,000 messages through its website ?

• Nihal Mehta, ipsh!, CEO

2:25 - 3:10 Supersession Case Study

How Project Greenlight Builds Brand Promotion

• Stefanie D. Miller, Coca-Cola, Director, Entertainment and Customer Alliances
• Doug Cole, HP, Director of Entertainment Marketing
• Hanna Gryncwajg, Bravo Network, Sr. VP, Advertising Sales
• Chris Moore and Larry Tanz, LivePlanet, Producers

3:00-3:30  Networking Break and Product Showcase

3:30-4:30 Breakout Sessions Track I

Movies

Beyond Creative Differences: Creating Win-Win Movie Promotions

The stars must align for a movie integration deal to succeed-from director and producers to studio and stars-and that's just on the content side. But as actors, studios and producers create their own sponsor relationships, how do you get everyone on the same page-and what's in it for me? Come to this mini "peace summit"to hear our progressive panel of content leaders pave the way for more streamlined and productive film integration deals.

• Deborah Meyer, Toyota Motor Sales, Corporate Marketing Manager
• Carol Terakawa, Yahoo! Entertainment, Executive Director of Sales
• David Palmer, William Morris Agency, Vice President
• Kristin Petersen, Universal Pictures, Sr. VP National Promotions
• Moderator:  Scott Pansky, Entertainment Publicists Professional Society, President
  
  

Wireless / Internet
Instant Gratification: Handheld, Interactive & Mobile Marketing
2004 promises to be a breakout year for handheld devices, the ultimate "converged"media platform (cell phone-PDA meets Web-TV-game device). We'll take an in-depth look at how Web interactivity-and now Wireless-has changed consumer behavior in the 18-34 demo and beyond, and how brands are creating 1-to-1relationships with that audience through premium messaging, mobile couponing, IM-forwarding, SMS games, sweepstakes, movie and music tie-ins, etc.
Presentation: IPSH!

• Mark Grindeland, M-Qube, VP Marketing
• Nihal Mehta, IPSH!, CEO
• Michael Kurtzman, Inphomatch, VP Media & Entertainment
• Moderator; Stuart Volkow, CMS Newsline, Contributing Editor

Case Study

Marketing Building Buzz and Driving Box Office Sales: Clever Marketing Strategies to GEN Y

• Mike Vollman, Dreamworks Pictures Marketing
• Sean Horvath, 360 Youth, an Alloy Company, Vice President Entertainment

Movie studios attribute much of their success to the "Millennials", young people between the ages of 10 and 24, who have come to represent the most influential consumer in today's media rich world. You cannot market a film today without considering this audience. Their high consumption, deep pockets, and tendency to propagate messaging in 'buzz fashion' contribute considerably to the success of several films in recent history. How do marketers best reach the "Millennial" in their natural environment without being lost in the multitude of messages barraging them daily? How do marketers ensure that their messaging is both impactful and contextually relevant to drive box office sales? Learn how to reach young people amidst an ever-growing landscape of media options. See how entertainment companies have looked to alternative methods to connect with this audience and to achieve measurable ROI from their programs.

4:45-5:45 Breakout Sessions Track II

Music
New Music Sponsor Models: Connecting Bands, Brands & Fans
As CD sales slump and downloads increase, music artists-the new brands-are taking control of their business destinies and establishing direct, cross-promo partnerships with advertisers. Labels are using TV spots and games to break new artists and create new revenue streams, while also integrating products in those branded entertainment commercials we call music videos. "Lifestyle" brands are creating their own branded CDs, using their retail store clout to sell coffee, furniture, and their own music CDs.

• Jeff Daniel, Rock River Communications /Websound, President
• Constance Schwartz, The Firm, VP Strategic
• Kim Ventre, The Gap, Senior Brand Manager, Gap Advertising
• Caroline Rustigian, K-Kline PR,  Founder
• Moderator: Jill Johnson, Sound Input, Principal
  

Videogames
Videogames as Advertising Media
How many times will a race-car gamer drive by your billboard in their average 40 hours' play? One set of eyeballs can mean thousands of "impressions" in this new mass-market media platform. Brands are advertising in games through product integration (and virtual versions of "outdoor" advertising), as well as creating games themselves (the U.S. Army's online game has allegedly helped spike enlistments). Come hear about the latest branded efforts in hot new areas like online console gaming (Xbox Live) and handheld / mobile phone gaming.

• Julie Shumaker, Electronic Arts , Director of Sales
• Keith Boesky, International Creative Management (ICM ), SVP
• Alan Miller, Skyworks, VP Business Development
• Steven Yanovsky, Buzztone, VP BuzzBrand Marketing
• Lauren De La Fuente, G4 Media, VP Strategic Programming and Media Marketing
• Moderator: Allison Dollar, iTV Alliance, Co-Founder
  
  

Case Study
Sara Lee Foods: Linking Retail to Branded Entertainment and Madison Ave

• Greg Bennett, O! Marketing and Entertainment, CEO/Pres.
• Ron Tallia, Sara Lee, Director of Marketing
  

5:45-7:00 Networking Reception and Product Showcase

7:00-9:00 VIP Dinner for Deluxe Ticket holders

DAY 2,  June 3, 2004

8:30 - 9:10 Networking Breakfast

9:15 - 10:05 Supersession

Zap, Crackle, Pop! New Television Models for a New Millennium
As 30-second spots become more expensive-and less watched-television's traditional ad-supported model is shaken to the core. How are networks, brand advertisers, and Madison Ave. agencies adapting to the shift in "spend" to more subjective integration deals? What new campaigns-and creative/financial models-are actually working (for everyone), and who will control the future money flow? And are network ad sales departments the best place to handle brand integration deals?

• Guy McCarter, OMD Worldwide (Omnicom), Director of Entertainment and Marketing
• Ken Solomon, Fine Living Network, President
• Jak Severson, Madison Road Entertainment, CEO
• Moderator: Alex Ben Block, Television Week, Editor
  
  

10:10 - 11:00 Supersession
Reel Dollars: Valuing and Measuring Branded Entertainment
The future of brand integration depends largely on a number-a yet-to-be determined metric standard for valuing and measuring integrated campaigns on both the front and back end. But how do you translate subjective value and relative impact into hard-dollar numbers, and by which criteria? Come meet the leaders who are developing new valuation models-and decide for yourself which will become the integration equivalent of the advertising "CPM."

• Jerrilyn Kessel, Brand Advisors, Principal
• Frank Zazza, ITVX, President
• Hamet Watt, NextMedium, Inc. an Affiliate of Nielsen Media Research, CEO
• Susan Bratton, Maven Networks, SVP Sales and Marketing
• Moderator: Todd Coleman, Conference Chair
  

11:00-11:20 Networking and Product Showcase

11:20-12:10  Integration with Integrity: Balancing Creativity & Commerce
When does brand integration compromise the integrity of the entertainment property, and vice-versa-can a brand be hurt by overexposure? Can a promotion be successful even when the film is a flop, or the car is a "villain car"? Who has creative control of a cross-promotion TV spot, and how much power does talent have in the mix? Will there be a backlash against integration from content creators-and/or consumers? Successful integration experts explore the delicate balance between too much, not enough, and just right.

• Gordon Paddison, New Line Cinema, EVP Integrated Marketing
• Devery Holmes, NMA Marketing, President,
• Lisa DiMarzio, Paramount, National Promotions
• Elizabeth Sherman, Endemol USA, VP, New Media & Marketing ("Fear Factor," etc.)
• Rob Long, Staley Long Productions,Executive Producer ("Cheers")
• Doug Wroan, Entertainment Marketing Association, President
• Moderator: Michael Stroud

12:15 - 1:15  Lunch

1:15 - 2:15  Breakout Sessions

Sports and Brand Marketing
Promoting Your Brand with the Olympics for 2004 through 2008

Learn innovative approaches to strenghening brands and consumer loyalty for the summer and winter Olympics.

• Dr. Kevin Steele, 24 Hour Fitness, VP Sports Marketing
• Matt Farrell, US Olympics Committee, Associate Director of Internet Marketing
• Moderator: Max Donner, Journalist

Youth Marketing
Non-Traditional Youth Marketing: Where Have All the Young Men Gone?
How do you reach Gen-Y audiences that have "opted out" of traditional advertising? Are younger audiences anti-marketing, or are they more marketing-friendly than any ever? To reach these empowered, elusive new consumers, brands are relying on non-traditional youth marketers to create "back doors" into their "front of mind." Come learn about successful under-the-radar techniques, tools and psychology from the anti-marketing pioneers who created them.

• Scott Leonard, ADD Marketing, President
• Carisa Bianchi, TBWA/Chiat/Day West, Chief Strategy Officer
• Bruce Klickstein, MECA, President
• Tina Vennegaard, Golin/Harris International, Executive Vice President; Nintendo Account Leader
  
• Moderator: Michael Stroud, iHollywood Forum
  

2:15  Closing Networking

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