ADFORUM.com Presentation | Pitch Makers vs. Pitch Breakers
Time: 9:00 AM
Cleve Langton, author of “New Business Lessons from Madison Avenue”
Cleve Langton will engage in a conversation with consultants about the issues agencies are facing during new business reviews. He will offer some controversial views on the strategies and tactics agencies should use during the review process. This will be a discussion, and possibly a debate, in an attempt to reach consensus on key issues facing consultants, clients and agencies in the review process.
As we all agree, winning new business requires the ultimate combination of persuasion, showmanship and mastery of strategy and execution. It also demands a keen understanding of the elements that make the difference between winning and coming in second. In the quest for new business, success hinges upon that critical and pivotal moment, the presentation.
About Cleve Langton
ADFORUM.com PANEL | Digital - First and Foremost
Date: Tuesday, September 16th, 2008
Time: 2:00 PM
Panelists: Jane Barratt, VP & MD, Sapient Interactive
Jerry Canning, Regional Manager, Google
Peter Cowie, Founding Partner, The OysterCatchers
Reuben Hendell, Global CEO, MRM
Russel Wohlwerth, Principal, ARK Advisors
Moderator: Eleftheria “Ellie” Parpis, Creative Editor, Adweek
Over the course of the past 5 years digital has become a more fundamental component of major advertising campaigns. Things like enhanced consumer targeting, improved accountability and success tracking have made digital the place for major brands to shift more and more of their advertising dollars. In 2008 and beyond digital is positioned to not only being a primary component of every media plan but rather the central core of every major media campaign. Some pundits have even suggested that print and tv will soon be playing a supporting role to the dominant media choice for consumer messaging and connecting, “Digital”. Digital is now top of mind to each advertiser and agency as well as to the consultants responsible for matching the two.
A panel will be comprised of agency and consultant professionals primarily engaged in an open forum Q&A session. The main areas of focus will be the following four discussion groups.
Power Games in Digital Advertising
Date: Friday, September 19th, 2008
Time: 9:15 AM
Michael E. Kassan, Principal - Media Link, LLC
The Digital Giants are engaged in a race. Will that race threaten the balance of power in the advertising industry?
Michael Kassan will share his vision and engage a dialogue about the current competitive struggle for leadership between the Digital giants which might well impact the fight for survival of the Advertising Holding companies.
About Michael E. Kassan
Michael E. Kassan is an internationally recognized leader operating at the intersection of the media, advertising, and entertainment industries. Mr. Kassan is founder and managing principal of Media Link, LLC, a Los Angeles and New York City-based strategic advisory firm to many of the Fortune 100’s best-of-breed global brands---companies such as Microsoft, AT&T, General Motors, Unilever, Home Depot, Colgate-Palmolive, The Walt Disney Company, Viacom, Comcast, Bain & Co., Cerberus Capital Management, General Atlantic, Fremantle and Sony to name a few. Previously, Mr. Kassan was the President/Chief Operating Officer and Vice-Chairman of Initiative Media Worldwide. In 1997, he was named one of the top media executives in America by Advertising Age magazine. Mr. Kassan joined Initiative Media Worldwide in 1994. While there, he helped grow media billings from $1.5 billion to over $10 billion. Prior to Initiative, Mr. Kassan was President and COO of International Video Entertainment (Artisan Entertainment). Mr. Kassan has served on the Board of the Hollywood Radio and Television Society, the Commission on California State Government Organization and Economy, and has also has been Chairman of the Senate Select Committee on the Entertainment Industry. Mr. Kassan plays an active role in children’s education and mentorship, having been involved in both the H.E.L.P. Group, a non-profit organization serving children with special needs, and the Big Brothers/Big Sisters program of Los Angeles.