12:45 PM - 2:00 PM
Session A:
The Broadcast Network: How the Programming and Advertising Giants Continue to Deliver and Maintain Mass Audience Loyalty
While the advances in broadband, video games, wireless, VOD, cable and satellite continue to fragment the mass audience (it will never be 1980 again!), the broadcast networks remain the dominant entertainment and communications form in our national media pantheon. While broadband advertising is just emerging as a quantifiable entity, the multi-million dollar ads for 30 second Super Bowl spots continue to quickly sell out. Media conglomerates with broadcast networks at their core have an obvious advantage – total access and an immediate national reach. High impact broad-based advertising remains a function of broadcast. The strategies may be evolving, the packages, the formats, the intricate marketing strategies may be becoming more complex – the challenge to maintain dominance may become greater - but the advantage of networks to reach and maintain audience loyalty nevertheless continues loud and clear.
David Poltrack, EVP, Research and Planning. CBS Television Network
Mike Shaw, President, Sales and Marketing, ABC Television Network
Tim Spengler, Executive Vice President, Director, National Broadcast, Initiative
Pam Zucker, SVP, Marketplace Ignition, MediaVest USA
Elizabeth Herbst-Brady, SVP/Director, Broadcast Investment, Starcom USA, Moderator
Mike Shaw, President, Sales and Marketing, ABC Television Network:
Mike Shaw is President, Sales and Marketing of the ABC Television Network. He joined ABC in July 1999 as Executive Vice President, National Sales Manager, ABC Television Network, where he was responsible for sales of all primetime programming and specials and oversaw ABC Sales offices in Chicago, Detroit and Los Angeles. Before joining ABC, Mr. Shaw was Executive Vice President, Advertising Sales, Buena Vista Television (BVT). At BVT, Mr. Shaw was responsible for sales and BVT’s diverse programming slate, including "Live With Regis and Kathie Lee," "Siskel & Ebert," "Home Improvement" and Disney Animation. Mr. Shaw began his career as an account executive for John Blair & Company, and later held account executive positions at WLS-TV and ABC Spot Sales. Mr. Shaw previously served as Director of Sales for CNN, Vice President of Sales for Television Program Enterprises and Vice President of Sales for King World. Mr. Shaw graduated from Syracuse University with a B.S. in finance and management. He resides in Westport, Connecticut, with his wife Karin, and their children Connor and Taylor.Tim Spengler, Executive Vice President, Director, National Broadcas
t: As Executive Vice President, Director of National Broadcast, Tim is responsible for managing the operations of Initiative's 90-person network department, a crucial $2+ billion division of the company. In addition to playing a lead role in upfront negotiations, he is a member of the advisory council of Interpublic's MAGNA Global USA, the world's largest broadcast media negotiation unit. Tim joined Initiative in 1993. Under his direction, the company has developed a number of breakthrough media executions for clients, including America Online’s groundbreaking "Running Man" activation, bringing the company’s ubiquitous brand icon to life in numerous high profile entertainment and sports properties. The Running Man’s integration into baseball’s World Series has been called "one of the industry’s most powerful and seamless brand placements to date." Other stand-out work includes developing The Home Depot’s exclusive marketing agreement with "Trading Spaces" on TLC, widely recognized as the model for future cross platform partnerships between brands and content. Tim also played an integral role in maximizing the value of The Home Depot’s Olympic athletes’ initiative by executing specific placements around Home Depot’s Olympians during NBC’s coverage of the 2002 Games in Salt Lake. The work was awarded the New York American Marketing Association’s silver EFFIE award for advertising effectiveness. Tim is also one of the industry's leading spokespeople. He acts as Initiative's voice on broadcast media issues and is frequently called upon by industry trade, business and consumer press to share the company's insights and viewpoints. For the past five years, he has been ranked among the top five in Advertising Age's annual "Media Talk" survey, which tracks the most-quoted executives in the industry. In 1997, he was selected as a member of the "Hollywood: Next Generation" group by the Hollywood Reporter. In 2000, Tim was honored as a "Media Maven" by Advertising Age, and that same year, he was named the "Media All-Star" in national broadcast by Mediaweek. He is a member of the 4A’s National Broadcast Committee and sits on numerous industry panels. Prior to joining Initiative, Tim worked in New York for Lowe and Partners and NW Ayer for a wide array of clients across various sectors including corporate, retail and financial services. Tim is a graduate of Washington University in St. Louis, Missouri, where he received a Bachelor of Arts in political science with a minor in business. He is married and resides with his wife and their two young children in Connecticut.David F. Poltrack is Executive Vice President, of Research and Pla
nning, for CBS Television, a post held since 1994. He oversees all television research for CBS Television, encompassing audience measurement, market research, program testing, advertising research, and the monitoring of the national and international video marketplace. He also designed and oversees, TELEVISION CITY at the MGM GRAND, Las Vegas, the state of the art Research Center providing ongoing consumer feedback concerning television programming, media trends and technology for Viacom. He is the author of "Television Marketing: Network, Local and Cable", and winner of the Hugh Malcolm Beville, Jr. Award presented by the NAB. As Adjunct Associate Professor at NYU, he teaches graduate marketing and media courses.Elizabeth Herbst-Brady, SVP/Director, Broadcast Investment, Star
com USA: Elizabeth Herbst-Brady oversees all broadcast investment activities at Starcom USA, the Chicago-based, full-service media agency responsible for connecting advertising messages with the right consumer audience. Throughout her transactions to negotiate optimal deals and create value on behalf of her clients, she has great respect for the TV representatives sitting across the table from her—because for a large part of her career, she was one of them. Herbst-Brady’s post, effective as of September 2004, entails responsibility for the entire scope of Starcom’s television dealings, including national broadcast, cable and syndicated channels. Reporting to Starcom USA Managing Director of Investment and Operation, Herbst-Brady brings a valued perspective to the fore to ensure her company’s position as an industry leader and an invaluable business partner to such blue-chip national brands as Kellogg’s, Nintendo, the U.S. Army and more. Joining Starcom fresh from her job as the EVP of advertising sales at Universal Television, Herbst-Brady’s transition capped off a career of over 17 years on the sales side of the business, mostly operating out of New York City. It was during her Universal stint that she was recognized by "Advertising Age" magazine as a Woman to Watch in 2002 in an article that cited the artistry with which she orchestrates successful TV partnerships. While at the company, she helped advance the practice of dual-platform selling by combining sales of "Crossing Over with John Edward" across cable and syndicated airings. From 1993 until 1996, Herbst-Brady worked for Fox Inc, Twentieth Television in Chicago, IL, an office she helped found where she eventually rose to the rank of VP of Midwest and West Coast ad sales. In prior years, she also worked in sales for Tribune Entertainment Company, Action Media and CBS Network Sales—all based in New York City. Her career began at CBS in 1987. Since then, Herbst-Brady has been very visible in the industry, lending her TV expertise to serve as vice president of the Syndicated Network Television Association (SNTA). Herbst-Brady earned a bachelor’s of arts degree from Harvard University in Cambridge, Massachusetts in 1986. Her return to Chicago along with husband Chris and twin children Patrick and Maggie allows her to spend more time with family located in the city. Of course, she’s always enjoyed being on the move, having run the New York City Marathon in 1993. Outside the office, Herbst-Brady enjoys spending time with her family, engaging in sports and reading to her kids.Pam Zucker, SVP, Marketplace Ignition, MediaVest USA: An 18-year
MediaVest veteran, Pam currently oversees the development of new business models for the evolving broadcast media landscape. She was chosen for this role as a result of her proven leadership and ability to provide innovative solutions in the broadcast marketplace for clients including P&G, Masterfoods and Coca-Cola. Prior to her current role, Pam was the AOR Director of the Broadcast Investment team on P&G. In 2004, Pam was named Television Week Media Buyer of the Year.