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Experience
This year's advance08 experience is built around three themes that are top-of-mind in the industry today.
Consumer Connections
How is the new media landscape redefining the relationship between brands and consumers? What are marketers doing to explore and effectively leverage this more dynamic relationship with consumers?
Brian McAndrews — Sr. VP, Advertiser and Publisher Solutions (APS) Group, Microsoft
Brian McAndrews will kick off by setting the mission and messaging agenda for advance08 and sharing exciting new information about Microsoft's commitment to connecting with consumers through digital advertising. Brian leads the team that is responsible for building and marketing all Microsoft ad platforms, including Atlas, DRIVEpm, MSNDR, Microsoft® AdCenter and PubCenter, along with emerging media including Atlas On Demand, Massive Inc. and ScreenTonic. Before its acquisition by Microsoft in August 2007, Brian ran aQuantive Inc., one the fastest growing global digital marketing companies in the world.
Michael Eisner — Founder, The Tornante Company
Michael Eisner has learned a thing or two about connecting with consumers in his more than four decades of leadership in the entertainment industry. In the '70s he took ABC from No. 3 to No. 1 with landmark shows like Happy Days, Barney Miller, Rich Man, Poor Man, and Roots. As head of Paramount Pictures, Michael led the studio to No. 1 in box office and profitability. In his 21 years as Chairman and CEO, he transformed The Walt Disney Co. from a film and theme park company into a global media empire. He currently the hosts CNBC's Conversations with Michael Eisner and has begun his own media company, called Tornante—Italian for "hairpin turn."
Laura Desmond — CEO, Starcom MediaVest Group, The Americas
A critical question Laura Desmond likes to ask of colleagues and clients: "Is your imagination big enough?" In constant pursuit of innovative connections and new ways to captivate consumers, Laura is a passionate champion of imagination, reinvention and what comes next. Laura will talk about the synergistic partnership between SMG and Microsoft, starting with basic consumer research insights all the way to the BEET solutions that we've executed together for SMG brands.
James Cameron — Chairman & CEO, Lightstorm Entertainment
Jon Landau — COO, Lightstorm Entertainment
Director James Cameron and Producer Jon Landau are responsible for some of the most successful consumer entertainment in history — including blockbuster motion pictures like Titanic, Terminator, True Lies and Aliens. Cameron has always used new technologies to help tell his stories, and their production company, Lightstorm Entertainment, is collaborating with Microsoft on the eagerly anticipated sci-fi epic Avatar. They will share their unique view into the film making process, as well as insights into ways they form Consumer Connections in the digital multichannel age.
Robbie Bach — President, Entertainment & Devices Division, Microsoft
The way advertising is created and consumed will change more in the next five years than it has in the past fifty and that has a lot to do with connection. Robbie Bach drives the company's Connected Entertainment vision, offering consumers new and compelling, branded entertainment experiences across music, gaming, video and mobile communications. In this session, Robbie will explore how the advertising game is changing and how you can play to win!
Strategies for Success
We hear about new ways of thinking, about innovation and the rapidly changing media landscape, but how are marketers and organizations changing the way they work and communicate with customers? Strategies for success are all about getting to the heart of the work and sharing real-world scenarios and tactics that are relevant in today's marketplace.
Nigel Morris — Global CEO, Isobar
Nigel Morris was voted one of AdAge's top 10 Global Marketers in 2005 and is No. 4 in Revolution Magazine's 2006 Power 50. In early 2003, when the internet industry was still reeling from the dot com bust, Nigel helped Aegis create a specialist division to build a truly global, full-service digital marketing network. That strategic decision was born of a conviction that digital was the future of media. At advance08 Nigel will expand on Isobar's philosophy that brands need to create experiences and communications where consumers choose to spend time with brands, to tell stories about brands and to be in an active relationship with the brand.
Cyrus Krohn — GOP eCampaign Director
Mark Penn — CEO, Burson-Marsteller and President, Penn, Schoen and Berland Associates
What strategy does it take to successfully win a Presidential Campaign using digital media? Cyrus Krohn and Mark Penn provide an ultra insider’s view of the role of the web in electing a President, and the lessons that translate for brand marketers. Cyrus, former publisher of Slate and veteran of MSN and Yahoo!, now heads the Republican web effort. Mark, former campaign advisor to Bill Clinton and Tony Blair, now serves as Hillary Rodham Clinton's chief pollster for her 2008 campaign.
Tony Fernandes — Group CEO, AirAsia
In the turbulent period right after 9/11, Tony Fernandes committed to a business strategy that would lead to resounding success. He mortgaged his home and sank his savings to acquire a heavily indebted Malaysian airline (with only two planes) in 2001, and proceeded to turn it into Asia's leading discount carrier with more than 8 million passengers in FY07. Tony will share his strategies for success through motivating innovation, inspiring employees and managing change.
The Future of Media
Where is it going and what is it going to look like? advance08 will focus on the future of media in the mid- and longer-term.
Our General Sessions and Keynote Presentations will explore these topics in depth and examine the tough issues. Whether you are a major consumer brand looking for more dynamic and relevant connections with your customers, or a direct marketer driving for an edge in your lead generation activities, these topics will help you advance.
Philippe Dauman — CEO, Viacom
Phillie Dauman, one the world's most experienced and influential media executives, will engage in a stimulating, highly informed conversation about the future of media.
Satya Nadella — Sr. VP, Search, Portal and Advertising Platform Group
Satya Nadella leads Microsoft’s engineering efforts across the Search (Live Search), Portal (MSN) and Advertising Platforms. He will share a look at advanced new technologies that will drive the future of media through search.
Bill Gates — Chairman, Microsoft
Bill Gates needs no introduction. In one of his last public appearances as a full-time Microsoft employee, Bill will explore the future of search and put the themes of advance08 in perspective by sharing his views on what media and advertising will look like in 10 to 15 years.