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Variety hosts a unique one-day summit dedicated to the business and shared ideas between advertisers, studio and TV content partners, digital media brands and next-generation technology leaders. Hear from top CMOs, advertising agencies, brand marketers, advertisers and film, TV, digital media and video game chiefs as they explore how their breakthrough ideas and campaigns have changed the current landscape of the industry. Join us as we explore the best strategies to advance entertainment and brand awareness as consumers scatter across new media options and multiplying screens and platforms.

8 a.m. to 8:50 a.m. Registration

8:50 to 9 a.m. Opening Remarks

9 a.m. to 9:45 Always On – Masters of the Connected Entertainment Campaign
Marketers enjoy endless opportunity in how to spread the word. But there can be endless pain in choosing the best multiplatform strategy in this always on media landscape. Should marketers tease a visual on social before building big through an eventual TV buy? What linear vs nonlinear OTT network offers the biggest bang for what target demographic? What is the best approach to measure audiences to best drive campaign momentum across platforms? Media marketers will explore the best 360-degree approach to capture audience attention for film, TV and digital projects.

Moderator:
Janko Roettgers, Senior Silicon Valley Correspondent, Variety

Speakers:
Michael Engleman, Head of Marketing and Brand Innovation, TNT & TBS
Jenny Wall, Chief Marketing Officer, Hulu
Jim Underwood, Global Head of Entertainment Strategy, Facebook
Darren Schillace, SVP, Marketing Strategy, ABC
Laurel Bernard, President, Entertainment Marketing, Simulmedia

9:45 a.m. to 10: a.m. Pandora Reinvented
In his first speaking engagement as Pandora CMO, former top LinkedIn and Apple marketer Nick Bartle will talk about branding a company in a cutthroat competitive environment.

Speaker:
Nick Bartle, Chief Marketing Officer, Pandora

Interviewed by:
Janko Roettgers, Senior Silicon Valley Correspondent, Variety

10:00 a.m. to 10:30 a.m. Keynote Conversation with Ron Howard, Academy Award-Winning Director/Producer & Chairman, Imagine Entertaiment and Brian Grazer, Academy Award-Winning Producer & Chairman, Imagine Entertainment

Interviewed by Debra Birnbaum, Executive Editor, TV, Variety

10:30 to 11:15 a.m. Lot of Followers, Lot of Results? Best Practices: Influencer Entertainment Marketing
Marketers understand the value of tapping into social media darlings. They inspire fierce followings for their trusted, authentic posts on fashion, food, design and other key consumer product categories across a slew of platforms. But what is the right formula in picking the right influencer, on the right platform, to say the right things about your product, to the right target audiences? How are digital platforms guiding marketers out of the weeds and giving them a clear path for success? What influencer campaigns produced actual ROI? Top marketers, consumer brands and digital platforms will discuss how they are refining influencer marketing for best results.

Moderator:
Shira Lazar, Host & Founder, What’s Trending

Speakers:
Pamela Kaufman, Chief Marketing Officer & President of Consumer Products, Nickelodeon
Ken Halvachs, Head of Influencer Marketing, DigitasLBi Studios
Lisa Sherman, President & CEO, Ad Council
Alan Beard, Chief Marketing Officer, Fullscreen

11:15 a.m. 11:30 a.m. Networking Break

11:30 to 12:15 Ultimate BrandMakers
In our time-shifted, click-now-to-exit, scrolling-through age, the traditional 30-second commercial isn’t always cutting it for marketers. But opportunities abound for creating messaging so entertaining, audiences can get hooked regardless of the content’s branded/sponsored/promoted/native advertising status. Who are the master brandmakers behind truly entertaining campaigns? What platforms – TV, digital publishers, mobile, outdoor, theatrical exhibition – are best advising brands on their branded content plays? CMOs and their marketing partners talk how they are advertising without really advertising at all.

Moderator:
Andrew Wallenstein, Co-Editor-in-Chief, Variety

Speakers:
Doug Rozen, Chief Digital and Innovation Officer, OMD
Lee Brown, Chief Revenue Officer, BuzzFeed
Mike Yapp, Founder & Chief Creative Officer, The Zoo Americas, Google
Melissa Waters, VP, Marketing, Lyft
Joseph Matsushima, Co-Founder & Co-Creative Director, Denizen Company

12:15 to 1 p.m. Bullseye! Targeted Campaigning in the Mobile Age
Mobile has always carried irresistible appeal to marketers. Recent studies point to Americans collectively checking their phones 8 billion times a day. But compared to TV, advertising on mobile remains a relatively untapped frontier, as marketers wade through consumer privacy issues, slow load-speeds and deciding between banners vs. sponsored posts vs. messaging texts and countless other possibilities. Mobile is nevertheless poised to gain in popularity, as the lure of precision, custom marketing to individual phone owners remains strong. Chief digital marketers and platform partners will explore what it takes to succeed in messaging in the mobile space.

Moderator:
Gayle Fuguitt, Chief Consumer Officer, Foursquare

Speakers:
Alicia Jones, Head of Honda & Acura Social Media Marketing, American Honda Motor Co., Inc.
Sean Galligan, VP & Industry Lead, Technology, Media & Telecom, Yahoo
Elias Plishner, EVP, Worldwide Digital Marketing, Sony Pictures
David Grossman, Head of TV & Entertainment, Content Partnerships, Twitter
Mark Young, SVP, Strategy and Business Development, Fandango
Ashish Chordia, CEO and Co-Founder, Alphonso

1 p.m. to 2 p.m. Networking Lunch

2 p.m. to 2:45 p.m. Studio Roundtable: The Art and Science of Opening a Film, Presented by Media Funding Partners
As the media landscape has exploded with change, one thing is constant – the extreme highs and lows studio marketers experience upon films’ opening day at the box office. Even as prediction and tracking technology improve, murkiness remains in assessing a film’s likely performance. But the launch campaign – despite the uncertainty – continues to be of crucial importance in setting the right first impression with audiences. What are the latest creative storytelling strategies in introducing a film?  How are studio marketers deciding between TV vs digital options in rolling out their campaigns? How important is it to have talent heavily invested in personal social posts about the film? Studio marketing chiefs will pull back the curtain on their launch campaigns.

Introduced by:
Steve SofferFounding Partner, Media Funding Partners

Moderator:
Sarah Chazan, Editorial Director, WSJ Custom Studios, The Wall Street Journal

Speakers:
Jonathan Helfgot, President, Marketing, Open Road Films
David O’Connor, EVP, Global Franchise Management and Brand Marketing, Universal Pictures
Megan Crawford, Head of Motion Picture Marketing, CAA
J.P. Richards, EVP, Worldwide Digital Marketing, Warner Bros. Pictures
Paul Yanover, President, Fandango

2:45 p.m. to 3:00 p.m. The New TV Campaign 

Speaker:
Puja Vohra, EVP, Marketing and Digital, truTV

Interviewed by Debra Birnbaum, Executive Editor, TV, Variety

3:00 p.m. to 3:15 p.m. Estée Lauder and the Breakthrough Campaign
A look at how massive cosmetics brand Estée Lauder (Bobbi Brown, Clinique, MAC, Origins and more) are connecting with today’s consumers.

Speakers:
Donald Robertson, Chief Creative Director, Estée Lauder
Matt Seiler, President, Marketing Solutions, Studio71

Interviewed by:
Janko Roettgers, Senior Silicon Valley Correspondent, Variety

3:15 p.m. to 3:30 p.m. Networking Break

3:30 p.m. to 4:15 p.m. How to Tie the Perfect Knot – Understanding Video & Viewership
Audiences are gobbling up video across platforms, but how is the industry faring in truly understanding viewership to make the best marketing decisions? What is the state of audience measurement and analysis across media platforms? What are the latest strategies in place to ensure video is seen through to completion by actual people, not bots? What companies are really investing in the technology to perfect audience understanding?  Top advertising research chiefs, data partners and platform chiefs will explore what it means to achieve meaningful video viewership to best set campaigns up for actual ROI.

Moderator:
Andrew Wallenstein, Co-Editor-in-Chief, Variety

Speakers:
Helen Katz, SVP and Head of Research and Insights, Starcom MediaVest Group, Publicis Media
Rick Watrall, Chief Analytics Officer, Horizon Media
Audrey Steele, EVP Sales Research Insights & Strategy, Fox Networks Group
Gunnard Johnson, Head of Measurement Science & Insights, Pinterest

4:15 p.m. to 5:00 p.m.  Trailblazers of the Global Franchise
Entertainment must succeed on a global scale – and typically not just on screen. Storytelling must weave through various areas of licensing and merchandising to really make a splash, spanning books, games, food items, clothing, toys and more. Global partnerships are also struck to ensure content can soar in China, India, Latin America and other key entertainment categories. Marketers must also strategize how to keep momentum going between various film/TV/game/etc. installments. What are the latest trends behind nurturing a successful franchise? Global marketers will discuss the state of their business.

Moderator:
Marty Brochstein, SVP and Head of Industry Relations, Licensing Industry Merchandisers Association

Speakers:
Simon Waters, GM, Global Licensing, Hasbro
Stacey Sher, Co-President, Activision Blizzard Studios
Michael Ouweleen, EVP and Chief Marketing Officer, Turner’s Cartoon Network, Adult Swim and Boomerang
Amit Desai, EVP, Business & Marketing Strategy, Direct to Consumer and Global Franchise Management, DC Entertainment, Warner Bros.
Manuel Torres Port, EVP Worldwide  Consumer Products, NBCUniversal Brand Development

5:00 p.m. to 5:30 p.m. Keynote Conversation with Jason Blum, Producer (Split, The Purge franchise, Paranormal Activity franchise) and Josh Goldstine, President, Worldwide Marketing, Universal Pictures

Moderator:
Claudia Eller, Co-Editor-in-Chief, Variety

5:30 p.m. to 6:30 p.m. Networking Reception

Learn more at http://events.variety.com/event/2017-massive-the-entertainment-marketing-summit/
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