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Media Fwd

With our sights set on the media landscape of 2020, Hill Holliday and Trilia’s mediaFWD 2016 (formerly TVnext) will tackle significant trends and issues in media and advertising.

  • Nov 7, 2016

  • 8:00 am - 5:30 pm

  • ICA Boston

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Speakers

Dr. Helen Fisher
Dr. Helen Fisher

Anthropologist at Rutgers University & Match.com

@DrHelenFisher

Kodi Foster
Kodi Foster

SVP, Data Strategy at Viacom

@KodiFoster

Vivek Vaidya
Vivek Vaidya

CTO & Co-Founder at Krux

@mrvivekvaidya

Ian Chee
Ian Chee

Head of Brand Strategy at Uber

@Cheeiny

Shar VanBoskirk
Shar VanBoskirk

VP, Principal Analyst at Forrester

@SharVanBoskirk

Peter Boyce II
Peter Boyce II

Co-founder at Rough Draft Ventures

@badboyboyce

Sundance DiGiovanni
Sundance DiGiovanni

Co-Founder of Major League Gaming

@MLGSundance

Jennifer Lum
Jennifer Lum

Co-founder at Adelphic

@lum

Otto Bell
Otto Bell

VP, Group Creative Director, Courageous at CNN

@ottobell

Alexa Christon
Alexa Christon

Head of Global Media Innovations at GE

@achriston

Marshall Wong
Marshall Wong

SVP of Market Development for Television at TapAd

Chris  Puckett
Chris Puckett

eSports Caster & Host at Activision

@MLGPuckett

Nathan Brown
Nathan Brown

SVP of Development & Operations for Discovery Digital Networks

@n8brown

Marc DeBevoise
Marc DeBevoise

President and Chief Operating Officer of CBS Interactive

@mdebevoise

David Lennon
David Lennon

Global Creative Director at WSJ. Custom Studios

@davidlennon1975

Simon Dumenco
Simon Dumenco

Media Columnist & Editor-at-Large at Advertising Age

@simondumenco

Matt Turck
Matt Turck

CRO at Panoply

Deepa Iyengar
Deepa Iyengar

Agency Partner IPG US at Facebook

@deepaiy

Ben Clark
Ben Clark

Chief Architect and director of Wayfair Labs

@clarkjacker

Chris Lydle
Chris Lydle

Global Lead of Digital Signage and Kiosk for Google

Mark Gall
Mark Gall

CRO at Alphonso

@MarkGallPA

Dan Ackerman
Dan Ackerman

CRO at Samba TV

@dackerman_media

Mike Hondorp
Mike Hondorp

Brand Development Lead at Instagram

@hondorp

Gregory Agvent
Gregory Agvent

Sr. Director of National News Technology at CNN

@agventcnn

Chris Hercik
Chris Hercik

SVP, Creative + Content at The Foundry/Time Inc.

@chercik

Russell Stevens
Russell Stevens

Deployment Lead at the Laboratory for Social Machines at the MIT Media Lab

Eliott Reilhac
Eliott Reilhac

CEO at TVTY

Tim  Ganss
Tim Ganss

Head of The Echo Nest Commercial Platform at Spotify

@ganss

Oren Katzeff
Oren Katzeff

Head of Programming at Tastemade

@realoren

Lou Paskalis
Lou Paskalis

SVP, Enterprise Media Executive at Bank of America

@LouPas

Victor Gerdes
Victor Gerdes

VP of Product Management at Vuforia Studio

Nick Troiano
Nick Troiano

CEO at Cadent

Chuck Fishman
Chuck Fishman

Director of Industry Marketing and Development at Acquia

@chuckdafonk

Michael Zimbalist
Michael Zimbalist

Chief Marketing Officer at Simulmedia

Matthew Doherty
Matthew Doherty

Director of Sales at Tube Mogul

@MCDohertyTM

Schedule

8:00 am

BREAKFAST RECEPTION

Let's kick off the day with some breakfast and networking. Be sure to arrive before 9am when seating in the main theater begins. The show will start right on time.

9:15 am

Avoidance is The New Default. So Now What?

Ad skipping, ad blocking, and ad-free streaming. Today, it’s easier than ever for consumers to avoid advertising. By 2020, we’ll see a very different core product offered by “advertising agencies” that recognizes that the world of marketing is fundamentally changing—from advertising to curated brand experiences. To get there, the customer journey becomes the single most important piece to the marketing planning puzzle, as lead agencies take on the role of experience curators.

Karen Kaplan
Karen Kaplan

Chairman & CEO at Hill Holliday

@KarenKaplanHH

9:25 am

Welcome

With our sights set on the media landscape of 2020, Stacey and Mike (for the sixth time) kickoff Hill Holliday and Trilia’s mediaFWD 2016 (formerly TVnext) and set the stage to tackle some of the biggest marketing trends and issues that lie ahead. 

Mike Proulx
Mike Proulx

EVP, Director of Innovation & Technology at Hill Holliday

@McProulx

Stacey Shepatin
Stacey Shepatin

EVP, Director of Integrated Video Investments at Trilia

@bosmediacontent

9:30 am

The Post-Digital CMO

In April, Shar published a provocative point-of-view piece about the post-digital era of marketing, where entitled customers integrate digital fluidly into physical experiences. Shar will talk about how marketing practices haven’t kept up with this new reality, and why the role of the CMO must change as we approach 2020.

Shar VanBoskirk
Shar VanBoskirk

VP, Principal Analyst at Forrester

@SharVanBoskirk

9:45 am

The Path to 2020

Everything we thought was true about media and advertising is changing — and changing faster than ever before. With thought leaders from different points-of-view, this panel will eye 2020 and discuss what marketers must start doing to prepare for what lies ahead.

Simon Dumenco
Simon Dumenco

Media Columnist & Editor-at-Large at Advertising Age

@simondumenco

Shar VanBoskirk
Shar VanBoskirk

VP, Principal Analyst at Forrester

@SharVanBoskirk

Jennifer Lum
Jennifer Lum

Co-founder at Adelphic

@lum

Peter Boyce II
Peter Boyce II

Co-founder at Rough Draft Ventures

@badboyboyce

Cindy Stockwell
Cindy Stockwell

President at Trilia

@cindymstockwell

10:05 am

The Customer Experience Imperative

Delivering a seamless customer experience (CX) goes well beyond traditional advertising, marketing, and communications. And it is a brand and business imperative for the modern CMO. In this conversation, leaders from brands who are laser-focused on CX will share their perspectives and experience, from getting quick wins to driving business outcomes

Ian Chee
Ian Chee

Head of Brand Strategy at Uber

@Cheeiny

Jamie Scheu
Jamie Scheu

SVP, Director of Experience Design at Hill Holliday

@scheuguy

10:20 am

Virtual or Reality? The Truth About Immersive Tech

Over the last year Virtual, Augmented and Mixed Reality have stolen a lot of headlines, but not a tremendous amount of market share. Are these new technologies here to stay, or is this just a passing fad? We’ll talk with experts in the fields of Immersive Technologies about the future of marketing on these platforms and their media and cultural impacts.

Nathan Brown
Nathan Brown

SVP of Development & Operations for Discovery Digital Networks

@n8brown

Ben Clark
Ben Clark

Chief Architect and director of Wayfair Labs

@clarkjacker

Victor Gerdes
Victor Gerdes

VP of Product Management at Vuforia Studio

Steve Callan
Steve Callan

VP, Director of Technology at Hill Holliday

@sjcallan

10:35 am

Content Partnerships in the Age of Authenticity

It seems like every publisher now has a branded content offering, so how can brands best leverage these partnerships amidst a backdrop of audience skepticism? This panel will tackle the world of branded content from the creatives' and makers POV who are tiptoeing the ever-blurring divide between editorial and advertising. We’ll discuss what authenticity means in an age of borrowed authority, what it takes to deliver successful branded partner content, and what the future holds as we eye 2020.

David Lennon
David Lennon

Global Creative Director at WSJ. Custom Studios

@davidlennon1975

Chris Hercik
Chris Hercik

SVP, Creative + Content at The Foundry/Time Inc.

@chercik

Oren Katzeff
Oren Katzeff

Head of Programming at Tastemade

@realoren

Michael Grimes
Michael Grimes

SVP, Editor-in-Chief at Hill Holliday

@grimesmichael

10:55 am

Storytelling from the Sky

This past August, CNN launched its Aerial Imagery and Reporting unit, powered by a fleet of drones. This, coupled with its branded content studio, Courageous, is changing the way stories are told through unprecedented video that only Unmanned Aerial Vehicles (UAVs) can capture. This panel will explore the emerging world of drone storytelling and how it’s already affecting brands' marketing efforts.

Gregory Agvent
Gregory Agvent

Sr. Director of National News Technology at CNN

@agventcnn

Otto Bell
Otto Bell

VP, Group Creative Director, Courageous at CNN

@ottobell

Mike Proulx
Mike Proulx

EVP, Director of Innovation & Technology at Hill Holliday

@McProulx

11:10 am

Talking the Talk

In the changing landscape of branded content, podcasting is evolving from niche to mainstream. Today, more than 46 million Americans listen to podcasts monthly. Brands and marketers are doing more than simply buying adspace around great shows— they're starting to create their own. We'll talk to the GE team responsible for launching branded sci-fi podcast The Message, which quickly rose to #1 on iTunes.

Alexa Christon
Alexa Christon

Head of Global Media Innovations at GE

@achriston

Matt Turck
Matt Turck

CRO at Panoply

Laura Kopp
Laura Kopp

VP, Senior Digital Strategist at Hill Holliday

@LauraNelson

11:25 am

How Music Behaves

Music now accompanies listeners virtually everywhere. As digital music approaches critical mass, the result of this ubiquity shows us the interesting and beautiful patterns of music's different roles in our daily lives. We look at the insights gleaned from years of studying music-related behavior—the aural arc it plays in the narrative of our lives

Tim  Ganss
Tim Ganss

Head of The Echo Nest Commercial Platform at Spotify

@ganss

Lance Jensen
Lance Jensen

Chief Creative Officer at Hill Holliday

11:40 am

No Cash, No Cards: A Week in the Cashless Future

What happens when you take away people's physical wallets and force them to exist for a week only on mobile payments? In our latest Hill Holliday/Trilia social experiment, we'll show you the aftermath.

Audrey Chee
Audrey Chee

Senior Planner at Hill Holliday

@audreycheese

11:50 am

mediaFWD Buzz: Morning Edition

mediaFWD is sure to provoke a lot of buzz on the second screen. What were some of the common themes? Biggest reactions? Kelsey will give us her bird’s eye view of the mediaFWD backchannel conversations that happened during the first half of the day.

Kelsey Chickering
Kelsey Chickering

VP, Sr Digital Strategist at Hill Holliday

@KelsChickering

11:55 am

LUNCH // NETWORKING // SPONSORED DEMOS

Let's take the conversation to the lobby where you can fuel up, meet new people, and provoke your mind with some live product demos from our beloved mediaFWD sponsors.

1:00 pm

Selling to Singles: Who They Are; What They Want; How They Buy

One of the top 100 Ted Talk speakers of all time, Anthropologist Dr. Helen Fisher will address the trend that by 2020, 50% of the US population will be single. She will share her current research with Match.com on 30,000+ singles of all ages and backgrounds, as well as her data from brain science, to propose how marketers can more effectively portray, engage, and target this expanding consumer audience.

Dr. Helen Fisher
Dr. Helen Fisher

Anthropologist at Rutgers University & Match.com

@DrHelenFisher

Lesley Bielby
Lesley Bielby

Chief Strategy Officer at Hill Holliday

@LesleyBielby

1:25 pm

Targeting's Future: Personalization vs. Privacy

Hyper-personalization is now a standard part of marketing playbooks, giving brands insights into audience behaviors like never before. As cross-device targeting and personalization increase, so too are the questions and concerns around privacy. This panel will explore the outlook for ad tech and where the “relevant vs. creepy” line falls. 

Dan Ackerman
Dan Ackerman

CRO at Samba TV

@dackerman_media

Marshall Wong
Marshall Wong

SVP of Market Development for Television at TapAd

Mark Gall
Mark Gall

CRO at Alphonso

@MarkGallPA

Eliott Reilhac
Eliott Reilhac

CEO at TVTY

Jeff Zannella
Jeff Zannella

VP, Associate Media Director at Trilia

@JZ2000

1:40 pm

Is There a Future for "Mass Reach"?

As our physical and digital worlds continue to blend, the ability to predict and deliver cross-device personalized experiences to precise individuals increases. We'll address how this adds real value to the customer journey, discuss if and when we'll finally achieve true one-to-one marketing, and explore what this all means for the idea of "mass reach."

Vivek Vaidya
Vivek Vaidya

CTO & Co-Founder at Krux

@mrvivekvaidya

Lou Paskalis
Lou Paskalis

SVP, Enterprise Media Executive at Bank of America

@LouPas

Dave Bolger
Dave Bolger

EVP, Director of Integrated Planning at Trilia

@DWBolger

1:55 pm

Minority Report Ads: 38 Years Early

Set in 2054, the 2002 movie Minority Report, depicted a world where advertising is instantly personalized through dynamic digital screens. Although it’s only 2016, Google Chrome devices are transforming the digital signage space, taking retail along for the ride...into the future. 

Chris Lydle
Chris Lydle

Global Lead of Digital Signage and Kiosk for Google

Maggie Foley
Maggie Foley

Senior Experience Design Lead at Hill Holliday

@BacklashMaggie

2:10 pm

From Opaque to Clear: Making Audience Buying Fully Transparent

Advertisers lack access to data that allow them to see exactly where and when their ad ran, and which audience it actually reached. Black-box inventory providers are prolific in the marketplace, which only increases mistrust throughout the industry. How will the issues of transparency, accountability, and verification across media buys play out come 2020?

Nick Troiano
Nick Troiano

CEO at Cadent

Michael Zimbalist
Michael Zimbalist

Chief Marketing Officer at Simulmedia

Matthew Doherty
Matthew Doherty

Director of Sales at Tube Mogul

@MCDohertyTM

Lizzy Kornblit
Lizzy Kornblit

Associate Director of Platform Media at Trilia

2:25 pm

Resistance is Futile: The New Era of TV is Here and it's Over the Top

CBS is “going where no one has gone before” with CBS All Access and the service's upcoming slate of new original series, including Star Trek: Discovery, a spinoff of The Good Wife and Big Brother: Over the Top, plus its recently announced commercial-free subscription option. As the growth of on-demand viewing both with and without commercials continues, what does this mean for “television” advertising?

Marc DeBevoise
Marc DeBevoise

President and Chief Operating Officer of CBS Interactive

@mdebevoise

Stacey Shepatin
Stacey Shepatin

EVP, Director of Integrated Video Investments at Trilia

@bosmediacontent

2:40 pm

eSports: Tokyo 2020

Major League Gaming helped pioneer competitive pro-gaming 15 years ago. Looking ahead, the worlds of gaming, music, and lifestyle are converging into new environments and unimaginable experiences. Sundance will visualize the future of gaming culture and reveal what brands must do to ensure they don’t miss out.

Sundance DiGiovanni
Sundance DiGiovanni

Co-Founder of Major League Gaming

@MLGSundance

Chris  Puckett
Chris Puckett

eSports Caster & Host at Activision

@MLGPuckett

Amanda Cuoco
Amanda Cuoco

Digital Strategist at Hill Holliday

@yougoamandacoco

Max McClaskie
Max McClaskie

Creative Technologist at Hill Holliday

@maxxgeorgem

3:00 pm

Breaking the Cognitive Bias in Advertising and Marketing

Consumers are not the only ones who see the world through a biased lens based on the media and advertising they ingest. “Advertisers" and “Marketers" also fall victim, and it is reflected in their campaign development beginning at the RFP. The broad stroke of trying to reach the 18-49 year-old man/woman or “The Millennial” is a mistake. A more thoughtful approach is to focus on “Persuadable” consumers by identifying the custom segments of individuals who are most likely to swing your way.

Kodi Foster
Kodi Foster

SVP, Data Strategy at Viacom

@KodiFoster

Alex Hayes
Alex Hayes

Brand Planner at Hill Holliday

3:15 pm

Goodbye, Social Media, Hello, Mobile Messaging

Messaging apps like Snapchat, Facebook Messenger, and iMessage have overtaken social networks in terms of active users, while chat bots and conversational commerce is all the rage right now. As we look ahead towards 2020, how will our modern communication behavior, fueled by artificial intelligence (AI), affect our approach to marketing?

Chuck Fishman
Chuck Fishman

Director of Industry Marketing and Development at Acquia

@chuckdafonk

Deepa Iyengar
Deepa Iyengar

Agency Partner IPG US at Facebook

@deepaiy

Rob Erskine
Rob Erskine

Senior Creative Technologist at Hill Holliday

@erskinerob

Christofer Atkinson
Christofer Atkinson

Associate Media Director at Trilia

3:30 pm

The New Normal: Mobile Visual Communication

Some say mobile is making us less social. While we’re certainly in the midst of yet another shift in how we communicate, society is actually becoming closer, more connected, and more humanized than ever before. And that’s because mobile has ushered in another paradigm of visual communication. But what role should brands play in this new normal, and how do they effectively break through, with relevance, to the people who matter to them the most?

Mike Hondorp
Mike Hondorp

Brand Development Lead at Instagram

@hondorp

Khari  Streeter
Khari Streeter

SVP, Creative Director at Hill Holliday

@KH4R1STR

3:45 pm

The Electome: Using Social Machines to Empower Humanity

MIT’s Laboratory for Social Machines, is amidst an analytics project focused on the Presidential election called “The Electome.” Drawing machine learning, natural language processing, and network analysis, they’re exploring how three separate forces – campaign journalism, the candidates' messaging, and the public response in the digital sphere — converge to shape the presidential election’s most important narratives as well as its outcome. They’ll close out our 2016 mediaFWD by sharing what they’ve learned and setting the stage for a historical moment in time.

Russell Stevens
Russell Stevens

Deployment Lead at the Laboratory for Social Machines at the MIT Media Lab

Seb Maitra
Seb Maitra

EVP, Director of Analytics at Trilia

@Sebmaitra

4:00 pm

mediaFWD Buzz: Afternoon Edition

Kelsey is back with a rundown of all the notable moments that happened on the mediaFWD backchannel during the second half of the show.

Kelsey Chickering
Kelsey Chickering

VP, Sr Digital Strategist at Hill Holliday

@KelsChickering

4:05 pm

mediaFWD Wrap-Up: Next Stop? 2018

Stacey and Mike recap the day's biggest themes and look ahead to Hill Holliday and Trilia's mediaFWD 2018.

Stacey Shepatin
Stacey Shepatin

EVP, Director of Integrated Video Investments at Trilia

@bosmediacontent

Mike Proulx
Mike Proulx

EVP, Director of Innovation & Technology at Hill Holliday

@McProulx

4:15 pm

COCKTAIL RECEPTION

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