AGENDA

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Room: Sala Grande

Can media take the startegic high ground? With a full scale media revolution going on, why do so many global brands still look towards their old creative agency partners when it comes to a brand positioning and communications strategy? Aren't media agencies now the businesses with the numbers, the consumers insights and the media expertise to take the strategic lead? Or are the media folk still not up to the task... Are cross-functional teams, drawn from competing agencies, the answer or are they doomed to fail? Speakers include:

• Malcolm Hunter, Head of Strategy, Carat Global Management (chair)
• Steve Garton, Global Head of Media, Synovate
• Bernhard Glock, Global Head of Media, P&G & President, WFA
• Robert Campbell, Founding Creative Director, Rainey Campbell/Y&R, Executive Creative Director, McCann-Erickson & Founder, Fiftycorp

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Room: Sala Volpi

How can brands effectively manage their sporting and sponsorship properties? With the increasing power and importance of sport as a vehicle to engage with passionate consumers and with sporting teams becoming global brands in their own right, this Session invites leading personalities from the world of sport to converse and offer unique perspectives. Speakers include:

• Rob Simmelkjaer, Former ABC News Anchor & ESPN Reporter (moderator)
• Dominic Fawcett, Managing Partner, MindShare - Head of International Planning, Buying & Strategy for NIKE
• Kevin Roberts, Editorial Director, SportBusiness Group
• Ben Nicholas, Head of UK Media Sales, IMG Media

• Gianluca Vialli, Formerly of Juventus & Chelsea, now SKY Presenter

• Russell Perry, Head of Product Management Betting, bwin

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Room: Sala Pasinetti

How can advertisers effectively manage the flows of conversation through the blogosphere without falling prey to cynicism and adverse publicity? Can brands really control the delicate balance of image and opinion on the internet? Will 2008 be the year that social networks prove to be effective global advertising channels? Speakers include:

• Bant Breen, President, IPG Futures (chair)
• Quentin George, Global Director, Digital Strategy & Marketing Innovation, Universal McCann (chair)
• Jonathan Carson, CEO, Nielsen Online
• Jimmy Maymann, CEO, GoViral
• Troy Young, CMO, VideoEgg
• Blake Chandlee, Commercial Director, UK, Facebook

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Room: Sala delle Feste

This Session will focus on all the targeting and contextual benefits of the online medium - revealing the very latest opportunities for more sophisticated targeting techniques that deliver enhanced advertising experience for consumers and advertisers, and a more effective return on advertising investment. This Session will look not only at what is possible now, but also predict how targeting technologies will develop in the very near future... Speakers include:

• Matthias Ehrlich, CEO, United Internet Media
• Ulrich Kramer, Managing Director, pilot 1/0
• Michael Kelley, Partner, Entertainment Media , Communications & Technology Sector, PricewaterhouseCoopers

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Room: Sala delle Feste

If creative media thinking is what you need to give you the edge, how can you inspire creative innovation in your media team? Moderated by Adam Morgan, Founding Partner of eatbigfish, a leading consultant in challenger thinking and behaviour, this Session aims to provide you with strategies for developing a creative, innovative approach to media planning. Through discussion of a case study - the American Legacy Foundation's ground breaking campaign against teenage smoking - our speakers explore the lateral thinking which helped drive the planning process. Speakers include:

• Ed Castillo, Director of Strategic Planning, PHD
• Eric Asche, Senior VP Marketing, American Legacy Foundation
• Matt Seiler, President & CEO, PHD USA
• Adam Morgan, Founding Partner, eatbigfish (moderator)
  
   

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Room: Sala Grande

At the 2007 Venice Festival of Media, mobile was heralded as the most exciting development in brand communication. What deals have happened since then and who are the market leaders of the future? This Session will look at the promise of mobile and how brands can harness its potential - while avoiding the pitfalls... Speakers include:

• Geraldine Wilson, VP & GM, Connected Life Europe, Yahoo!
• Emmanuel Marques, The Walt Disney Company
• Jean Lin, CEO, wwwins Consulting Greater China
• Richard Saggers, Head of Mobile Advertising, Vodafone
• Mark Palmer, Maverick Planet (moderator)

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Room: Sala Pasinetti

A recent number of high profile media buying indiscretions has moved the topic of procurement to the agenda once more. To what extent do advertisers think media agencies have teh independence and integrity of an outsourced procurement business? This Session will reveal the results of an exclusive research survey into the attitudes and demands of the procurement industry. Speakers include:

• Stephen White, Chairman, EMM International
• Douglas McArthur OBE, Managing Consultant, Planning for Results
• Annie Spilsbury, Head of Marcomms Procurement, Xchanging
• Richard Woodford, Global Procurement, Merck, Sharp and Dohme
• Henry Lawson, Worldwide President & Euro CEO, DDS (moderator)

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Room: Sala Volpi

Digital technology has fundamentally changed the face of content - its consumption, creation and ownership involves new partnerships and processes. The implications for brands and agencies are profound as both explore new business models. Speakers include:

• Sean Jefferson, CEO, MindShare Performance
• Norm Johnston, CEO, Interaction, MindShare EMEA
• Babs Rangaiah, Director Global Communications Planning, Unilever
• Peter Bazalgette, Media Consultant & Former Chief Creative Officer, Endemol

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Room: Sala Grande

Fundamental to any brand’s success is the ability to forge and grow a trusted relationship with the Consumer. Great brands are differentiated from their competitors through established positions of reliability, performance and value. However, building a strong brand in today’s increasingly complex media environment requires a very different approach from the past. Even with outstanding creative executions and high levels of investment, the broadcast media alone cannot be relied upon to build brand equity in the way they used to. Communications have to be multi-faceted, relevant and above all engaging. So how do we know what works? What is the best combination of contacts? How do we combine say, the mass coverage of broadcast media with the persuasiveness of Word of Mouth? Or the single-mindedness of Out of Home with the personal interaction of digital media? Speakers include:

• Frank Harrison, Strategic Resources Director, ZenithOptimedia
• John Taylor, Director of Client Services, ZenithOptimedia
• Warren Burke, Commercial Director, EMEA, Yahoo!
• Nigel Conway, Global Head of Media, Nestle

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Room: Sala Volpi

Digital advertising screens are now popping up here, there and everywhere but what's the best way to harness their benefits for your brands? How can you assess the value of the one-off spectaculars versus the networked digital screens? How can you fully exploit the communication possibilities? This Session provides the ulitmate guide to what is possible now, and what will be possible in the immediate future. Speakers include:

• Annie Rickard, President, Posterscope Worldwide
• Clive Punter, CEO, CBS Outdoor International
• Marc Mendoza, Managing Partner, MPG UK
• Ajay Chowdhury, CEO, EnQii Holdings

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Room: Sala Pasinetti

With digital technology disrupting business models across the globe and with the battle over “free” or “paid-for” raging in many newspaper markets, the publishing industry is in a transitional phase. How are business models changing and who are the winners and losers? What markets still offer room for growth? How are research techniques and advertising deals evolving? Speakers include:

• Per Mikael Jensen, CEO, Metro International

• Charlie Rutman, CEO, MPG North America

• Stevie Spring, CEO, Future Publishing

• Ray Snoddy, Editorial Consultant, C Squared (moderator)

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Room: Sala delle Feste

"Integrated marketing" has rapidly come to mean something slightly different in the world of media - managing the triple challenge of IPTV, Online and Mobile. How can advertisers integrate their campaigns effectively across the three screens in the new era of digital marketing? Are agencies structured to accommodate the new requirement? Speakers include:

• Luc Tran-Thang, VP of Advertising Business, Orange France Telecom
• Brandon Berger, Director of Digital Innovation, MDC Communications
• Andy Chen, VP, Digital, Viacom Brand Solutions International
• Ed Erhardt, President, Customer Marketing & Sales, ESPN
• Christophe Brossard, MD, PHD France

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Room: Sala delle Feste

With the gaming industry overtaking Hollywood in terms of size, it is not suprising that the advertising industry is following.  But can gaming provide a truly engaging and effective marketing platform? What are the latest examples of great gaming campaigns and what metrics are available to prove success? What are the new gaming trends? Speakers include:

• Damian Blackden, President, Digital EMEA, Omnicom Media Group
• Cory Van Arsdale, CEO, Massive Inc
• Dario Raciti, Gaming Leader, OMD Digital
• Reuben Steiger, CEO, Millions of Us
• Michael Dowling, CEO, Interpret (moderator)

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Room: Sala Volpi

Sustainability is a real issue for all of us. Our industry has a huge impact and companies are looking to develop sustainable business practices throughout their supply chains. Consumers are increasingly making ethical brand choices and brands are increasingly looking to promote sustainable credentials. What should brands be looking to do? How about media owners? hat about agencies? Is there a role for transformative alliances? This Session brings exclusive consumer research to the debate. Speakers include:

• Nigel Morris, CEO, Isobar
• Diana Verde Nieto, Founder & CEO, Clownfish
• Mitch Kanner, Founder, 2 Degrees Ventures
• Peter Seligmann, CEO, Conservation International
• Richard Prenderville, Global Media Director, Reebok International

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Room: Sala Pasinetti

DIY culture, where creators connect closer than ever to consumers, is greatly affecting the marketing community. In the music business, it's making a significant impact not just on profits, but also on the shape of the industry. Labels as agents, tour operators as record companies, and managers at the centre of everything. This Session will explore how those in the musis space are evolving to harness the DIT culture, and how these lessons can be applied to both the agency and brand world. Speakers include:

• Maarten Steinkamp, CEO, Continental Europe, Sony BMG
• Martin Stiksel, Co-Founder, Last.fm
• Jon Webster, CEO, Music Managers Forum
• John Ingham, Chief Experience Officer, ESP
• Paul Bay, Founder, citizensound (moderator)

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Room: Sala Grande

Behavioural Targeting has been hailed as the nirvana for the advertising industry, but has it yet entered the language of the mainstream marketer? Have the privacy issues surrounding the behavioural targeting business been fully resolved and what are the concerns of consumers and legislators worldwide? What new techniques are being developed and what must advertisers know if behavioural techniques are to break into digital television and radio. Speakers include:

• Rich Riley, SVP, Advertiser & Publisher Group Europe, Yahoo!
• Richard Dunmall, SVP & MD EMEA, Microsoft Advertiser & Publisher Solutions
• Wayne Arnold, CEO, Profero
• Michael Steckler, MD, AOL UK
• Mark Palmer, Founder, Maverick Planet