ADFORUM WORLDWIDE SUMMIT 2008 NYC - PANELS Presentation | Pitch Makers vs. Pitch Breakers

Date: Wednesday, September 17th, 2008

 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.

Some presentation makers and breakers are clear; many are not. Their impact on the pitch process will certainly be a matter of considerable debate among the group!


About Cleve Langton

Cleve Langton was the first person in advertising to direct business development on a global basis. Cleve has directed over 250 local, regional and global pitches. His pitch and seminar experience covers 38 countries, including every major market in North and South America, Europe and Asia Pacific.  Cleve has lectured on consultative selling at Columbia University and Duke University. Cleve is Chairman of the New Business Committee of the American Association of Advertising Agencies and serves on the Board of Advisors of the City University of New York –Weisman Center for International Business. Cleve is also Chairman of the Global Effie Committee and is a Board member of the Corporate Communications Institute.

-------------------------------------------------------------------------------------------------- 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.


  1. Do the New Media properties (e.g., Google, Yahoo, MSN) compete with the agencies as well as provide the essential audience for the clients? 
  2. As the world moves to digital will we see some form of convergence between leading full service agencies and focused digital shops? 
  3. Are agencies media agnostic towards the multiple digital platforms and how do partnerships like Google and Publicis impact this? 
  4. How are the roles and responsibilities of the consultants changing as this trend accelerates? 

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?

  • Is Google’s partnership to sell media space for the weakening newspapers, local radios, cable TV outlets and now NBC Cable a “kiss of death”?
  • What is behind Google’s partnership with Publicis Groupe and Yahoo’s deal with WPP?
  • Why did the acquisition of DoubleClick by Google create such an uproar?
  • What is at stake in Microsoft's proposed acquisition of Yahoo!
  • What is the real goal of AOL Platform A?
  • Is Microsoft trying to sell the recently acquired AvenueA/Razorfish?
  • What are the real issues that we should focus on regarding online privacy?


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.