11:00 AM - 12:15 PM
Session A:
Advertising Strategies in the Diversified Digital Culture: Broadcast, Cable, Satellite, Broadband, Games and Mobile
A transformation of advertising is steadily taking form. As the digital technologies emerge and engage the consumer in new and better understood ways, the relationship between the brand, the agency and the consumer is beginning to realize itself within a more fully defined business model. With a stronger economy and the gaining strength in all sectors of digital transmission, from cable and satellite to mobile, games and broadband, an advertising strategy in a diversified digital environment, while proving to be challenging, is nonetheless finding its footing. Technology has forever changed the landscape and it is up to the creative team to design and develop new tools, visions and strategies to grow within it.
Rob Norman, CEO, MEC Interaction, Mediaedge:cia
Kevin Magee, SVP, Fox News Radio and VP News, Fox News Channel
Tom Meyer, president, Davie-Brown Entertainment
David Morrow, Editor-in-Chief, TheStreet.com
Scott Witt, Digital Group Director, MediaVest USA
Michael Kelley, Partner, Advisory Services, Entertainment, Media, Communications and Technology Sector, PricewaterhouseCoopers, Moderator
Rob Norman is worldwide CEO of MEC:Interaction, a new entity represe
nting the joint forces of The Digital Edge, Outrider and Wunderman Media. The company is equally focused on direct response and driving consumers to deeper engagement with branded content using every channel from search to DRTV. Rob's vision of the sector sees an integrated interaction strategy playing a critical role in increasing the efficiency of customer recruitment and maximizing potential lifetime value. As a member of the global executive committee of MEC Rob has been a leader in the field of interactive media since founding CIA Interactive in 1994 and creating Outrider in 1998. Over this period Rob has been responsible for building the capability into one of the largest of its kind in the ownership of a media services company. Since joining the company in 1986 Rob has held a variety of posts in the international organization and was most recently Chairman and CEO of the company's UK businesses prior to moving to New York in January 2005.Scott Witt, Digital Group Director, MediaVest USA: As Digital Group D
irector on the Coca-Cola AOR assignment, Scott Witt oversees all digital media initiatives for the entire Coca-Cola brand portfolio, including all strategic-branding/product-focused initiatives within Online, Interactive/Enhanced Television, Broadband, Wireless and Interactive Gaming. In addition to piloting one of the first „upfront‰ media buys in the digital marketplace and developing rich media campaigns (on a global basis) for the internet, Scott has garnered industry accolades including Advertising Age twentysomething star recognition and most recently, an OMMA All Star award for his ahead-of-the-curve online media work such as The Scenario, a Sprite-owned, content-rich digital music experience that speaks to the content-ravenous, connection-craving, net-savvy generation, not to mention earned a Media magazine Creative Media Award shortlist nod.David Morrow, Editor in Chief, TheStreet.com: Morrow is the Editor in Chief and oversees the development of content. He also writes Editor's Desk, a personal finance column. He also discusses news and changes "in-house" at the Web site. He says, "I also oversee our subscription products, which include: RealMoney.com, RealMoney Pro Advisor, Street Insight, TheStreet View, The Chartman's Top Stocks, The Trading Reports, The Daily Swing Trade, The Value Investor, Tech Edge, The Save Safe Plan, The Daily Briefing, Action Alerts PLUS and The Telecom Connection." Please send all press materials and direct all editorial inquiries to the appropriate editor. Morrow formerly served as articles editor for SmartMoney magazine, directing the publication's consumer and investment coverage. Prior to that, he worked at The New York Times from 1996 through 2000, covering personal finance, aviation and the pharmaceuticals industries. Before that, Morrow served as the Japan bureau chief for the Detroit Free Press and reported for Fortune magazine. He is a Phi Beta Kappa graduate of the University of South Carolina.
Tom Meyer, president, Davie-Brown Entertainment: Tom Meyer was named President of Davie-Brown Entertainment (DBE) in January 2005. A full service entertainment marketing consultancy firm with unparalleled outreach, DBE specializes in strategic marketing, product placement and integration, branded entertainment, promotions, and celebrity/buzz marketing for top global brands. The company is currently celebrating its 20th year in business. An entertainment-marketing veteran, Mr. Meyer has continuously been at the forefront of the hugely popular and successful branded entertainment business having created and implemented significant marketing opportunities and campaigns for dozens of multi-million dollar consumer companies within the various platforms of the industry. His most recent successful deals include a Pepsi and Frito-Lay tie-in with Star Wars Episode III: Revenge of the Sith and telecommunication giant SBC's tie-in with The Incredibles. As President, Mr. Meyer manages DBE's day-to-day business, as well as charting overall entertainment strategy for clients and the agency. Specifically, he oversees entertainment-marketing opportunities in film, television, video gaming and other ancillary markets for the company's roster of top-notch clients, including Pepsi, Hewlett-Packard, Cisco, Miller Brewing and PlayStation, among others. Mr. Meyer joined DBE from 7 years at Paramount Pictures where he quickly rose through the ranks, culminating as director of theatrical marketing for the company's worldwide marketing partnerships group. In this position, Mr. Meyer was responsible for securing, coordinating and managing major corporate tie-ins for Paramount's filmed and entertainment properties. During his stint, he also developed the groundbreaking Rugrats/Mercury Villager campaign, which featured the first-ever automotive animated commercial. Mr. Meyer began his career in TV news. Raised in New Orleans and Denver Mr. Meyer received his Bachelor's degree in Speech Communications from Colorado State University in 1987 and went on to earn his MBA with a concentration in Marketing from his alma mater in 1992. He currently resides in West Los Angeles.
Kevin Magee, SVP Fox News Radio and VP News for Fox News Channel; Kevin Magee was recently promoted to Senior Vice President of FOX News Radio in December 2004. In this capacity, he is responsible for all radio expansion, including programming and new business in the radio division. Prior to his current role in radio, Magee was Vice President of News Programming for FOX News Channel (FNC) where he oversaw all news programming, including the network’s primetime line-up and talent related issues. Additionally, he is the Chairman of the FOX News Programming Council, which coordinates programming between radio and television. Prior to joining FNC in 2001 as Vice President of News Programming, Magee held various roles in broadcast television and radio. He served as an executive producer of business news at CNBC, where he was responsible for managing a large portion of daytime programming, which included Business Center, Market Wrap, and The Edge. Under his tenure at the network, ratings for many CNBC programs improved significantly. Previously, Magee was a senior program producer for ABC’s Good Morning America, where he won an EMMY Award. Before serving in that capacity, he was a broadcast producer of ABC Television, in charge of Good Morning America’s newscasts. Magee began his career in KYW radio and television in Philadelphia as a writer/reporter and later as a co-producer of the nightly newscast. A graduate of Temple University, Magee received a B.A. in Communications.
Michael Kelley is a Partner for Advisory Services in the Entertainme
nt, Media, Communications and Technology Sector of PricewaterhouseCoopers, the world’s leading professional services firm. A world-class business advisory and marketing executive and general manager, Mr. Kelley has had a diverse and successful career, and is highly experienced in global business management. In addition to being skilled in managing and executing business strategy, branding and marketing campaigns, operational improvement and performance enhancement initiatives, he brings a deep understanding of the content and communications businesses as they move closer together in a world of convergence driven by digital technology. Mr. Kelley currently oversees the firm’s global relationship and service delivery to Omnicom, the world’s largest advertising agency holding group, and NBC Universal, one of the largest companies in Television network, cable, film studio and theme park operations. In addition, Mr. Kelley oversees our Advisory services to global publishing and media and consumer research firm, VNU. He consults with a variety of other clients on their plans in digital media and IPTV including, Verizon, MCI, SBC, Sprint and others. Prior to returning to a role of full-time client service on July 1, 2005, Mr. Kelley was most recently the Partner overseeing brand and marketing on a global basis for a firm of 125,000. During his four-year tenure in this role, he worked with the firm’s senior management to reposition the brand following the collapse of a major competitor, the enactment of regulatory oversight of the accounting profession and the sale of approximately 40% of the firm’s business to IBM. During this time, Mr. Kelley successfully navigated this initiative with keen strategic insight, research and global involvement. Many in the firm’s leadership have hailed the new positioning of "Connected Thinking" to be one of the most successful initiatives in the firm’s recent history. Mr. Kelley has been with the firm since 1987 and held positions in marketing and client service with increasing levels of responsibility. One noteworthy success was Mr. Kelley’s leading of marketing and business development for the Entertainment, Media and Communications sector in the 1990s which grew seven times during his tenure. Prior to joining PricewaterhouseCoopers, he was a marketing representative for McDonald's Corporation, the largest fast food services company, and an account executive with advertising agency, Bozell Inc. Mr. Kelley received a degree in Advertising from Florida State University in 1986, where he is still active as a Golden Chief and on the Leadership Council of the Seminole Boosters. Mr. Kelley is frequently profiled in the media and frequent speaker on the future of the Entertainment, Media and Communications industries. He resides in Brewster, NY with his wife, Connie, and their two children, Brian and Kaitlyn.