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Media Summit New York, March 4 - 5, 2014
McGraw-Hill Building, 49th Street and 6th Ave., New York City
Wednesday, March 5th, 2014
The Strategic Track
Media & Advertising in Transition
2:15 PM - 3:30 PM
Session C:
Room 208
Social Advertising - Driving Brand Awareness and Boosting Campaign ROI
Paid social campaigns are gaining momentum among brands with advertising revenues expected to top $9.2 billion in 2016. Growing user bases and high engagement levels across the likes of Facebook, LinkedIn and Twitter are well-positioned to connect brands with consumers and deliver measurable results. However, many marketers are still working to establish a strong footprint with social campaigns and tap into the social data that can drive strong advertising ROI. Learn best practices and optimization strategies for maximizing social advertising investments and understand how social fits into the overall paid media mix with search and display, as well as earned and owned social marketing. See how social can serve as the catalyst for new opportunities to reach customers, create engagement, broaden brand awareness, and ultimately generate business results. 
Paul Langtry, Senior Manager for Advertising Solutions, Adobe
Jodi Phillips, Director of Social Media, JWT
Matt Blasco, Managing Director of Analytics and Insights, Havas Worldwide
Andrea Harrison, Head of Platform Strategy, RebelMouse
Neil Shapiro, VP of Sales, UberMeida
Tania Yuki, Founder and CEO, Shareablee, Moderator

Paul Langtry is a senior manager overseeing strategy and services for enterprise-level Adobe Digital Marketing customers with a focus on paid social advertising. He has worked in the digital marketing/advertising industry for more than 10 years with experience ranging from small boutique agencies to large Fortune 500 companies as well as his current post with Adobe's Advertising Solutions team. Paul has previously managed digital marketing campaigns for top-tier businesses within the finance, education, travel and retail verticals with a specific focus on direct response initiatives. He lives in Hoboken, New Jersey with his wife, son, and newborn baby girl.








Jodi Phillips, Director of Social Media, JWT: As Social Media Director at JWT Atlanta, Jodi Phillips
oversees social media strategy and the implementation of tools and techniques to uncover unique insights that can be implemented across integrated marketing plans for JWT clients. Her team is responsible for mapping strategies for audience engagement, leveraging the power of authentic brand stories in order to deliver on client business objectives while developing further value to brands and consumers. She has over twelve years of experience in the advertising and digital space, ranging from client services to digital strategic planning and project execution to leading and building social media programs. Jodi has worked on the publishing, client and agency side, focusing on brand awareness and customer acquisition. Her passion for new technologies and digital experiences ensure her clients and team applies them in ways that can deliver impactful ROIs.








Matt Blasco, Managing Director of Analytics and Insights at Havas Worldwide: Matt Blasco, Managin
g Director of Analytics and Insights, oversees all data and analytics efforts at Havas Worldwide New York. Matt focuses on driving actionable insights to help clients improve their marketing strategies. For Volvo, Matt developed a model to monetize the value of their social media initiative, which led to a clearer picture of return on investment. Matt’s modeling work for Charles Schwab demonstrated that the largest influencer of new clients was the performance of financial markets, rather than any singular marketing element. These insights helped to redefine the client’s creative and media strategies. Matt recently turned his energies to harnessing the emerging landscape of social analytics. Using social listening technologies, his team has begun diving into predictive forecasting for both brands and events. He has also put a great deal of effort into generational mapping and, in particular, into understanding the divergent attitudes and aspirations of Generation Z. Prior to joining Havas Worldwide in 2010, Matt managed strategy and analytics across an array of clients at Publicis Modem on brands as diverse as Generals Mills to Time Warner. Matt earned bachelor’s degrees in Mathematics and Economics from Columbia University while completing graduate course work in Marketing.





Andrea Harrison, Head of Platform Strategy, RebelMouse: Andrea Harrison leads Platform Marketin
g at RebelMouse, helping brands and publishers make their content roar. Previously she worked on the Digital Engagement team at PepsiCo Beverages, focused on digital brand marketing including Paid, Owned and Social Media. She also lead Pepsi's start-up initiative, Pepsi Digital Labs fostering collaboration between Pepsi Marketers and start-up companies. Previous to Pepsi, Andrea was the Vice President for Strategy at Razorfish in NYC responsible for cross-functional and cross-agency leadership, building digital and marketing strategy for global clients. She also led the Razorfish Social Media Marketing practice.













Neil Shapiro is East Coast VP of Sales at UberMedia, a mobile platform that combines social signals and mobile location data to create custom audiences that get to the heart of a consumer's emotional intent. Neil has over 15 years of digital and mobile experience at brands such as Verve Mobile, Shazam, Flixster, AOL, and Sony. At Shazam, Neil helped shape the second screen market by working with top brands to make their TV spots "Shazamable.” At Flixster, Neil built and managed the east coast team leading up to the company's successful acquisition by Warner Bros. Prior to that, he was an early member of the sales team at Huffington Post, where he witnessed its transformation from a liberal-leaning blog to a leader in the news category. Neil graduated from the University of Rochester and has an MBA in Finance and Marketing from New York University.








Tania Yuki, Founder and CEO, Shareablee: Tania Yuki is founder and CEO of Shareablee, a leadi
ng provider of social content analytics for business. She has spent most of her career in digital marketing, measurement and analytics, and was recently honored with a Great Mind Award from the Advertising Research Foundation and featured in Fast Company and Forbes as one of 12 women driving digital in New York. She is also the founder of wimlink, an organization that holds regular events and seminars promoting entrepreneurship, leadership and the professional development of women. Tania began her career as a media and internet attorney, specializing in digital rights management, IP and film financing. After moving to the US from Australia she was seduced by digital and went on to run an online video content network as head of acquisitions and branding and has also led product management for comScore's Video Metrix, the world's leading online video ratings service.