L2 Clinic: Tomorrow's Media Plan

Description

This half-day clinic helps managers navigate seismic shifts in technology, media, and consumer behavior to build robust media plans for their brands that are dynamic in nature and ROI accountable. This clinic will cover industry-wide trends in digital and social media, best practices in online media planning and tactical suggestions for allocating media spend in 2011.

Format & Audience

Tomorrow’s Media Plan is a half-day, intensive workshop that gives marketing and digital leaders tactical suggestions for where and how they should be allocating their online media spend in 2011. The Clinic is highly interactive and takes place in a classroom setting. The curriculum is designed for executives tasked with understanding digital media trends and allocating capital across competing marketing channels. Academics and practitioners lead the group through a series of sessions with a balance of theory and industry case studies.

Speakers Full list of speakers to be announced

SCOTT HAGEDORN  CEO, Annalect Group

Scott runs PHD in the US, and is responsible for nearly $4B in client media investments annually (as reported by RECMA). He provides strategic vision and leadership across PHD’s five regional US offices. Scott brings experience working with major accounts in addition to a highly successful and superior new-business track record. In his 14 years in Marketing, Scott has excelled as a digital expert, brand planner, marketing strategist, direct response guru and entrepreneur. Prior to joining PHD, Scott worked as the Managing Director of OMD East, a role that was redefined with a stronger focus on digital and analytics. During his tenure, OMD was awarded Global Media Agency of the Year and won top awards for digital creativity. Scott was responsible for the Eli Lilly and Schering Plough businesses at OMD. Scott had also worked as the US Director of OMD Digital, supervising all digital efforts across OMD Digital's US properties in New York, Chicago, Los Angeles and San Francisco. Prior to OMD, he was the Chief Interactive Officer of Omnicom direct agency, Rapp Worldwide whose clients included Merck and Novartis. Scott was named to Crain’s 40 Under 40 list in 2008.

DAVID EDELMAN  Partner & Co-Leader, Global Digital Marketing Strategy Practice, McKinsey & Company

David is the co-leader of McKinsey’s Global Digital Marketing Strategy Practice, based out of their Boston office. His work focuses on helping marketing executives manage the strategy, organization, and infrastructure transformation required to become digital leaders. He has worked with companies around the globe, over the past 20 years, covering channel strategy, database marketing, online media, and brand strategy. His client experience spans across technology, retail, travel, and financial services.

Prior to joining McKinsey in 2008, David led the Strategy and Analysis Practice at Digitas, a large global interactive agency. Before then, he was a Partner with The Boston Consulting Group, where he built their “Segment-of-One Marketing” and “E-commerce” practices.

David has published articles on topics around digital marketing, brand management and marketing segmentation. His recent article in the Harvard Business Review was on “Branding in the Digital Age.” He’s also a frequent speaker at marketing, digital and advertising forums including those hosted by the CMO Council, ANA, ITSMA, OMMA, NAPR, and the Conference Board.

David holds a BA in Economics from Harvard College and an MBA from Harvard Business School.

MICHAEL LAZEROW  Chairman & CEO, Buddy Media

Michael is a serial entrepreneur who has co-founded four successful internet-based media companies. He has a passion for creating, managing and growing companies from the ground up. Michael’s first foray into entrepreneurship came with the founding of University Wire, an Associated Press-like network of more than 700 student-run newspapers that is now owned by CBS Corp. Building on his growing experience in the online space, Michael next founded GOLF.com, which was purchased by Time Warner’s Time Inc. division in January 2006. Michael is currently the chairman and CEO of Buddy Media, Inc., a New York-based company whose Facebook management system is used by global brands and agencies. Michael graduated from Northwestern University in Evanston, Ill. with a B.S. and M.S. in Journalism in 1996. He is a regular contributor to Advertising Age, MediaPost, Fortune and iMedia Connection, among other publications, and frequently is called upon to speak at industry events including the Monaco Media Forum, the Consumer Electronics Show, OMMA Global, Web 2.0 Expo and iMedia Brand Summit.

SCOTT GALLOWAY  Founder, L2

Scott is a Professor of Marketing at NYU Stern and the founder of L2, a think tank for digital innovation. Before joining the faculty of Stern, Scott founded several firms including Firebrand Partners, Prophet Brand Strategy and Red Envelope. Scott has served on the board of directors of Eddie Bauer, The New York Times Company, Gateway Computer and Berkeley’s Haas School of Business and was elected to the World Economic Forum's "Global Leaders of Tomorrow."  He received a BA from UCLA and MBA from Berkeley's Haas School of Business.

ROBERT MERTZ  Senior Editor, McKinsey & Company

Robert is a senior editor at McKinsey & Company where he edits journals focused on microfinance and climate change, runs a digital business ideas newsfeed, and works with industry and functional practices to manage their knowledge. He has a BA in literature from the University of Michigan and PhD in literature from SUNY at Buffalo.

E. CRAIG STACEY  Director of Research, NYU, Center for Measurable Marketing

E. Craig Stacey, PhD is a recognized expert in the area of marketing productivity analysis with a special emphasis on marketing mix modeling and online versus offline marketing resource allocation. He is a founding partner of The Analytic Consulting Group and previously served as Analytics Director for MarketShare Partners. Prior to joining MSP, he was Managing Partner at ACG Solutions and Industry Liaison for Emory University’s Zyman Institute of Brand Science. He was previously employed as Director of Marketing Science for The Coca-Cola Company and as Vice President of Marketing Science at DemandTec. He has also served as Senior Vice President, Analytic Product Management and Development, at Information Resources, Inc.

Craig received his Ph.D. in Marketing and Statistics from the University of Alabama in 1992, where he specialized in econometric applications of marketplace data. Craig has consulted on projects for many industries, including consumer products, entertainment, financial services, quick-service restaurants, telecommunications, and transportation. He has served as a faculty member at leading business schools, teaching marketing productivity analysis, pricing strategy and tactics, and marketing management. He has been a regular speaker at events sponsored by the Advertising Research Foundation, American Marketing Association, the Institute for Operations Research and the Management Sciences, and the Institute for International Research. Craig has served as a Trustee of the Marketing Science Institute and as a member of the Advisory Board for The University of Georgia’s Master of Marketing Research program.

CHAD STOLLER  EVP of Digital Strategy, BBDO

As the EVP of Digital Strategy, Chad provides consumer insights and marketplace foresight for BBDO clients such as AT&T, FedEx, GE, M&M's, Lowe's and others. Chad and his teams work in conjunction with BBDO's award winning creative and behavioral planning groups to develop go-to market strategies that leverage emerging communication platforms and evolving audience behavior.

Prior to BBDO, Chad served as the Executive Director of Emerging Platforms at Organic, Inc where he developed programs, products and strategies for Bank of America, Fox Entertainment, NBC/Universal, Chrysler LLC, Martha Stewart, Kimberly Clark, Nike Canada and others. While at Organic, Chad founded the Experience Lab where he and his engineering team developed content and delivery prototypes for next generation communication platforms.

From 1993 to 2006, Chad held a variety of positions within Arnell Group developing holistic creative and media programs for clients such as Ray-Ban, Banana Republic, Samsung, Reebok, NFL, NBA, Sun Microsystems and DaimlerChrysler. While at Arnell Group, Chad co-founded Surge Interactive, a full service digital agency acquired by IPG in 2001.

In addition to working with advertising clients, Chad actively speaks at advertising and technology industry events and is regularly interviewed by the news media. In addition, Chad works with early stage startup companies as an advisor while also working with the venture capital community on due dilligence and marketplace research/insight discoveries. Chad is also an active angel investor with multiple investments including Foursquare.

GINA KIM  Senior Director of Industry Initiatives, Interactive Advertising Bureau

Gina Kim is Senior Director of Industry Initiatives at the Interactive Advertising Bureau. Her role is to drive key initiatives and facilitate creation of solutions for challenges facing the interactive advertising industry. She leads the IAB Social Media, Networks & Exchanges, Local, Search, and Lead Gen & Email Committees. She has authored IAB industry standards, guidelines, and best practices including: Social Media Buyer's Guide, Social Advertising Best Practices, Networks & Exchanges Quality Assurance Guidelines, Automotive Seller's Guide, and Targeting Local Markets.

Prior to the IAB, Ms. Kim was Director of Business Development and Strategy for BusinessWeek where she was responsible for generating new revenue streams in both print and online. She oversaw the BusinessWeek SmallBiz franchise and helped to launch BusinessWeek Chicago. She has also worked as a strategy consultant to clients in media, financial services, energy, transportation, and manufacturing.

Ms. Kim graduated Summa Cum Laude with from the University of Pennsylvania with a B.S. in Economics with a concentration in Finance from the Wharton School and a B.A. in French from the College of Arts & Sciences. She received her MBA from Stanford University.