The Next Big Idea: The Future of Branded Entertainment

Date : October 29-30 2007
Place : Beverly Hilton, Beverly Hills Los Angeles - USA

As the media landscape continues to evolve, it's becoming much more difficult to reach consumers through traditional marketing and advertising campaigns. So what can you do to break through the clutter? How can you overcome the challenges caused by VOD and DVR viewing? The 6th installment of The Next Big Idea: The Future of Branded Entertainment will examine forward-thinking ways to make an impact on your target audience. Hosted by Adweek, Mediaweek, Brandweek, Billboard and The Hollywood Reporter, this two-day event will explore unique and innovative opportunities to get your brand in front of consumers and influence their buying power.

Program Agenda
THE NEXT BIG IDEA
MONDAY, OCTOBER 29th, 2007


12:00 - 2:00 pm
REGISTRATION


2:00 - 2:15 pm
WELCOME ADDRESS


2:15 - 3:00 pm
HOW DO YOU EFFECTIVELY INSINUATE A BRAND INTO THE CULTURAL CONVERSATION?
While most marketers would relish a Manolo moment, a la Sex and the City - brilliant context at no cost - , most understand that becoming a part of the cultural conversation is more than just dumb luck. Quite often, it requires hard work, sound strategy and cash. Bob Jeffrey looks at how to achieve the best case scenario, elevating the brand to the same level within the conversation as the content itself, and avoid the worst, video vampiring.
Bob Jeffrey, Chairman and CEO, JWT Worldwide


3:00 - 3:20 pm
NETWORKING BREAK


3:20 - 4:15 pm
LOOKING FORWARD: PRODUCT PLACEMENT IN MUSIC, TV AND FILM
When it is done right, brands attractively portrayed in music, TV and film can increase the consumers' desire to purchase. In a nation of fast-forwarders and live video, learn new and upcoming opportunities to create brand awareness and maintain focused attention anywhere from 4 minutes to 90 minutes to 3 hours.
Guy McCarter, Managing Director, Optimum Entertainment
Josh Rabinowitz, SVP, Creative Director of Music, Grey Worldwide
Lori Sale, Head of Global Branded Entertainment, International Creative Management
Todd Waks, Vice President, National Alliances, Live Nation
Moderated by: Drew Neisser, President and CEO, Renegade


4:20 - 5:00 pm
REACH YOUR TARGET: GET IN THE GAME
New forecasts predict in-game ad spend will reach $2.1 billion in 5 years. Hear how Nielsen Games is developing video game usage and advertising measurement services to give brands and agencies confidence that gaming is a platform that can deliver results. By leveraging the GamePlay Metrics product, in addition to input from console manufacturers and game publishers, Jeff presents groundbreaking data that provides an outlook on the effectiveness and reach of both dynamic and static ad placement within games.
Gerardo Guzman, Business Development and Product Strategy Director, Nielsen Games


5:00 - 6:30 pm
The Bash
Don't miss the opportunity to network with other conference attendees, speakers and sponsors at The Bash, hosted by Ripe Digital Entertainment with a special performance by RCA Nashville recording artist, Chuck Wicks!


TUESDAY, OCTOBER 30th, 2007

8:00 - 9:00 am
CONTINENTAL BREAKFAST

9:00 - 9:15 am
MORNING REMARKS

9:15 - 10:00 am
THE FUTURE OF MARKETING AND ADVERTISING
Ian Schafer explains how brands must be both transparent and entertaining to remain relevant. Schafer takes a look at the evolution of social media and user-generated content and their impact on marketing, talks candidly about how to inspire consumers to be passionate about your brand, and shares his views on how to apply creativity and technology to conjure up the next big idea.
Ian Schafer, CEO and Founder, Deep Focus

10:00 - 10:45 am
WE NEED TO STOP CALLING IT BRANDED CONTENT. IT'S JUST CONTENT
In today's media environment, all content is created equal. People make no distinction between something created simply to entertain them, and something that was created to sell them something. They simply choose what they will and won't spend their time consuming based on its merits. Therefore, branded content is already an antiquated term. Every piece of communication needs to be able to compete as content. In today's media environment, it's no longer about “breaking through.” That idea is dead. It's about being invited in.
Eric Hirshberg, President, Chief Creative Officer, Deutsch Los Angeles

10:45 - 11:15 am
NETWORKING BREAK

11:15 am - 12:00 pm
THE FUTURE ROLE OF PRODUCT INTEGRATION IN BRANDED ENTERTAINMENT
Over the course of time, we have seen many variations and uses of product integration in branded entertainment. As you anticipate new opportunities to expand your reach, learn strategies that are powerful, engaging and measurable. During this case study, also learn the keys to blockbuster roles for brands, how to facilitate successful collaborations, and what to expect from long-term marketing partnerships.
Doug Cole, Director of Entertainment Marketing, HP
David Lang, Managing Partner, Director of Programming, MindShare Entertainment
Tom Meyer, President, Davie Brown Entertainment
Moderated by Hamet Watt, Founder and Chairman, NextMedium, Inc.
Introduction by Alan Klein, SVP Partnerships and Licensing, IFC Television

12:00 - 2:00 pm
ADWEEKMEDIA'S Buzz Awards and Luncheon

2:00 - 2:45 pm
DEFENSIVE BRANDING 101: TROUBLESHOOTING YOUR BRAND IN THE AGE OF CONSUMER CONTROL
In this age of transparency, it's harder than ever for brands to defend themselves. The time available to respond to a crisis, rumor, problem or embarrassing gaffe is a fraction of what it was in other years. A CEO can go to bed and awake under the rubble of hostile buzz on Wikipedia, YouTube, blogs and Google search results. Still, all is not lost for brands. There are a host of steps that can be taken to defend and protect - and perhaps even grab the offensive - in a major crisis.
Pete Blackshaw, Executive Vice President Strategic Services, Nielsen Online

2:50 - 3:10 pm
LEGAL ISSUES IN EMERGING MEDIA FORMATS AND CHANNELS SUCH AS SOCIAL NETWORKING, VIRTUAL WORLDS, MOBILE GAMES AND ADVERGAMING
Linda A. Goldstein, Partner, Manatt, Phelps and Phillips


3:10 - 3:30 pm
NETWORKING BREAK

3:30 - 4:15 pm
BORN FREE: THE FORNICATION OF BRANDS AND ENTERTAINMENT
The union between brands and entertainment is frought with moral hazards yet full of creative possibilities. Due to technology, consumer habits and economic models, we are experiencing a tectonic shift in the power dynamic of the entertainment industry. This discussion examines how content creators and brands can best take advantage in this shifting landscape so both feel loved.
Doug Scott, Sr. Partner and Executive Director of Branded Content and Entertainment, Ogilvy and Mather

4:15 - 5:00 pm
THE POWER OF CONNECTING BRANDS TO CELEBRITIES
During this interactive presentation, discover the power of bringing brands and celebrities together from Rihanna's manager, Marc Jordan. Find out how brands like Nike, Covergirl, JCPenney, LG Mobile and totes-ISOTONER created strategic alliances with Rihanna to tap areas they may not normally compete in - providing incremental marketing exposure and ultimately gaining new customers and fans!
David Caruso, President, Acme Content Co.
Marc Jordan, Founder and CEO, Rebel One Management
Interviewed by: Michael Paoletta, VP of Marketing, GMR Entertainment

more information via Next Big Idea