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Media Summit New York, March 4 - 5, 2014
McGraw-Hill Building, 49th Street and 6th Ave., New York City
Tuesday, March 4th
10:45 AM - Noon
Session B:
Room 209
Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms
The world is becoming an ever-growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time.
Kevin McGovern, Director of Marketing Strategy & Analysis, SapientNitro, New York
George Hammer, VP/Group Director, Digital Strategy, Digitas
Suzanne Grimes, President and Chief Operating Officer, North America, Clear Channel Outdoor
Ryan McLaughlin, Chief Strategy Officer, Tribal Worldwide
Esther Burke, Thought Leadership Manager, Microsoft Advertising
Abby Marks, Director of Strategy and Operations, OgilvyEntertainment, Moderator

George Hammer, Vice President/Group Director, Social & Content, DigitasLBi: As VP/Group Director, George leads the social content practice in DigitasLBi's New York office, driving digital strategy for clients including American Express, Comcast, Motorola, and more. George brings nearly 15 years of experience to his role, having worked with clients across numerous industries including entertainment, technology, CPG, finance, and more. Prior to joining DigitasLBi, he led digital marketing at Discovery Communications ('10 - '12); Communications Planning at Mindshare Chicago ('08 -'10); Marketing at a startup called Applebatch ('06 - '08); and was a Management Consultant ('01 - '06). A respected thought leader, George has spoken at a number of prominent industry events, including Advertising Week, the Beet.TV Video Ad Effectiveness Summit, the Second Screen Society Summit, and more. He also serves as a Board Advisor to Zeebox, the fastest growing second screen mobile app. George earned his MBA from the University of Chicago and a B.S. from Indiana University.

Suzanne Grimes, President and Chief Operating Officer, North America, Clear Channel Outd
oor: Suzanne is leading the transformation of Clear Channel Outdoor North America into a dynamic media business that fully recognizes the potential of integrated digital and mobile marketing opportunities in out-of-home across the US and Canada. Suzanne heads the North American Executive Committee and is a member of Clear Channel Outdoor’s Global Leadership Group. A highly regarded media executive with 25 years of industry experience, Suzanne brings a distinguished record of building and transforming leading businesses and brands. Suzanne previously served as President of the U.S. Lifestyle Communities group at Reader’s Digest Association, where she reshaped a multi-platform portfolio of assets including, Every Day with Rachael Ray and the Taste of Home family of brands. She also led the Reader’s Digest business units in Canada and India, and served on the Reader’s Digest Association Executive Committee. Prior to Reader’s Digest, Suzanne spent a decade at Condé Nast, where she led the corporate sales team responsible for advertising sales across a portfolio of 30 powerful consumer magazine brands and related digital businesses. Earlier at Condé Nast, she served as vice president and publisher of Women’s Sports & Fitness, Allure and Glamour magazines. Before Condé Nast, Suzanne served at News Corp as senior vice president and publisher of TV Guide, expanding their local advertising proposition to attract sophisticated national advertising partners. She also sat on the Executive Committee that transformed TV Guide magazine into a multi-platform resource for consumers. Suzanne currently serves on the Board of Directors of the Outdoor Advertising Association of America (OAAA). Suzanne has been the recipient of a number of industry accolades including AdAge’s Women to Watch, Folio 500: Brightest Lights, and Irish American Business 100.

Esther Burke, Thought Leadership Manager, Microsoft Advertising: Esther Burke is a Thought
Leadership Manager on Microsoft's global consumer insights team, where she works to understand the “why” behind consumer behavior and put a human face on it, with the goal of revealing new ways to engage consumers in digital environments. Prior to Microsoft, Esther was at Nielsen where she created and led a team devoted to driving Thought Leadership research around advertising effectiveness topics, such as how brands can do a better job of engaging multi-cultural consumers with their ad campaigns. Esther's Thought Leadership work has been used to drive new client engagement, campaign optimization for clients, executive keynotes, PR pieces, as well as R&D. Esther's passion for research was first sparked by a childhood love of marine biology and a fascination with animal behavior. She pursued her research interest in college with a degree in Communications and Psychology, while getting involved in both political and social media research in the communications school. When she's not mulling over the latest consumer trends, you can find Esther practicing one of her eclectic set of hobbies, including aerial circus arts, snowboarding, and rock climbing.

Ryan McLaughlin is Chief Strategy Officer at Tribal Worldwide, New York. He join
ed the agency in August 2013 and is charged with the management and leadership of all strategic disciplines at the agency, including, Social, Mobile, CRM, SEO, Research, and Analytics. Prior to joining Tribal Worldwide, Ryan served as Director of Social and Mobile Platforms at R/GA and led strategic work on Converse, as well as taking a key role in the agency's new business efforts. Before R/GA, Ryan honed his craft at Initiative, Rapp, Saatchi & Saatchi, Arnold, and Modernista. Ryan has won numerous industry awards including best social agency, best branded social community, and best use of social content at the Sammy awards by digiday; best use of Twitter at the OMMA awards; and best online commercial at the Webby awards for his work on Toyota. He is a graduate of University of South Florida and currently resides in Manhattan.

Kevin McGovern, Director, Marketing Technology Strategy, SapientNitro: Currently leading SapientNitro's Marketing Technology Strategy group. My group looks to align brand, user experience and marketing capabilities through technology. Specializing in platform strategy and roadmap development across enterprise content and commerce, digital marketing and emerging platform solutions.

Abby Marks, Director of Strategy and Operations, OgilvyEntertainment: where she is responsible for the creation, development and delivery of 360 entertainment marketing programs. Since joining OgilvyEntertainment in 2010, Abby has been responsible for managing the brand stewardship of Time Warner Cable and DuPont. With a passion for business strategy, Abby has identified and designed new business processes for clients to gain efficiencies and improve the impact of marketing partnerships. In her short time at Ogilvy, the multi-platform programs she has delivered include consumer events, original content, sports marketing, network sponsorships, international business forums, digital properties and social media. Abby has delivered programs in partnership with the NBA, MLB, ESPN, Fox, Showtime, IFC, the BBC, MSG, the US Soccer Foundation and the MLS. Prior to joining Ogilvy, Abby worked with PricewaterhouseCoopers’ Advisory practice, where she was responsible for advising entertainment and media clients on strategic and operational issues. Her work at PwC aided clients including Verizon, Martha Stewart Living Omnimedia, Interpublic Group, and AT&T to explore new revenue opportunities and the redesign of consumer experiences through her knowledge of emerging technologies and changing consumer behaviors. Her early career with Arthur Andersen and PwC saw her spending extensive time in Europe managing business process design and compliance programs with Fortune 500 clients. A native of Happy Valley (and spending a significant amount of her childhood in the stands at various Penn State sporting events) Abby is an avid sport enthusiast, a passion that was catalyzed by a summer internship at the Sydney 2000 Olympic Games. In December 2010, Abby completed her MBA at Manchester Business School (UK) with a concentration in Sport and Major Events in conjunction with the World Academy of Sport. Abby graduated from James Madison University with a BBA in Accounting and a concentration in Information Systems and obtained her CPA and CISA licenses in the state of Pennsylvania. As a four-year varsity letter winner in swimming, Abby was recognized as an NCAA Academic All-American, GTE Scholar Athlete and was the recipient of the Duke Dog Pride award from her teammates, a recognition for outstanding team spirit and work ethic.