Loading…
FutureM has ended

Sign up or log in to bookmark your favorites and sync them to your phone or calendar.

Ballroom A & B - Floor 3 [clear filter]
Tuesday, October 23
 

8:45am

FutureM/IMS Shared Keynote - Do or Die: Why CEO’s are Terrified of New Digital Technology and What to do About it

From the CEO to the CMO to the IT Department, it’s not just about marketing anymore.  How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done?Brand marketing didn't change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” -- people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short-- to create customers.

There aren't any experts anymore. The explosion of new media over the past five years has completely overturned the apple cart. Instead of answers, we have questions: Is social over-hyped or critically important? Is television still king or is it dying? Is mobile the next wave or will people be turned off by ads on their phones? And on and on and on..

Clark Kokich has been dealing with these questions for over a decade, first as president of Avenue A, then as CEO and now chairman of Razorfish. He’s worked with clients like Apple, Best Buy, Levi's, and Microsoft as they deal with these tricky issues. Along the way he developed innovative observations and principles which point the way to the future.

In his riveting speeches, Clark demonstrates how imperative it is to implement marketing strategies that truly matter to customers, and to stop relying solely on one-way advertising and promotion. It is not a new idea, but the fact is, despite widespread agreement that “doing” is now more important than just “saying”, it is still very difficult to find examples of major brands which have successfully made the shift.


In order to succeed in this new environment, Clark shows audiences how the entire industry--clients, agencies, and media-- must undergo a bottom-up change in approach. New organizations. New people. New processes. New financial models. New culture. Anything less than radical change leads to certain failure.

Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape.

This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.


Speakers
avatar for Clark Kokich - Chairman, Razorfish

Clark Kokich - Chairman, Razorfish

Clark Kokich has been deeply involved in the digital marketing space since joining Avenue A in the summer of 1999.  Under his leadership, the company grew to become one of the largest and most influential interactive agencies in the world.  In 2004 Avenue A acquired Razorfish, which... Read More →


Tuesday October 23, 2012 8:45am - 9:30am
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

9:30am

FutureM/IMS Shared Keynote - The New Digital Marketplace
Speakers
avatar for Chris Brogan - President, Human Business Works

Chris Brogan - President, Human Business Works

Chris Brogan consults and speaks professionally with Fortune 100 and 500 companies like PepsiCo, General Motors, Microsoft, and more, on the future of business communications, and social software technologies. He is a New York Times bestselling co-author of Trust Agents, and a... Read More →


Tuesday October 23, 2012 9:30am - 10:00am
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

4:45pm

FutureM/IMS Shared Keynote - Digital Disruption: Why No One is Equipped for the New Era of Marketing

During this provocative presentation, Shiv Singh will discuss why marketers, agencies, venture capitalists, startups and media companies continue to struggle to adapt to a world that is going increasingly digital. The role of real-time marketing, the changing of business models, the separation of brands from products and how driving advocacy, purchase intent and selling is changing.  He'll also discuss how Facebook can turn into a $100 stock very quickly.


Speakers
avatar for Shiv Singh- Global Head of Digital, PepsiCo Beverages

Shiv Singh- Global Head of Digital, PepsiCo Beverages

Shiv is a recognized marketer who helps brands transform with the rise of digital. He has been recognized by Ad Age as a Media Maven and has been featured on the publication's cover and is a past Effies Grand Jury judge. The award winning work done by his teams and him have been recognized... Read More →


Tuesday October 23, 2012 4:45pm - 5:30pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA
 
Wednesday, October 24
 

8:45am

FutureM/IMS Shared Keynote - Digital Marketing in the Political Arena Fireside Chat

As the presidential election approaches, what can marketers learn from Barack Obama and Mitt Romney¹s digital campaigns? Moderated by Dorie Clark, a former political journalist and spokeswoman for Howard Dean¹s groundbreaking presidential campaign, this session will explore current best practices, the difference between digital marketing in the political and business realms, and emerging trends we can expect to see in 2013 and beyond.


Wednesday October 24, 2012 8:45am - 9:30am
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA

12:00pm

FutureM/IMS Shared Keynote - Advice from a CMO: How to Avoid Digital Fads and Focus on Things that Work

jetBlue Airways exists to provide superior service, a product that inspires and a brand that has a mission in the air travel industry.  This mission is simple, bring humanity back to a business that forgot it long ago.  jetBlue knows in order to be successful it has to inspire and lead and not fall for fads, but instead remain focused on breaking through the clutter with things that work .  Digital innovation is at the heart of jetBlue's DNA and plays a vital role in jetBlue's mission. 
 
Marty St. George, Senior Vice President of Marketing & Commercial Strategy for jetBlue will discuss the enormous opportunities as well as the significant challenges facing the brand and industry in using digital today and tomorrow while staying true to the brand's mission and avoiding the pitfalls of fads.


Speakers
avatar for Marty St. George- Senior Vice President, Marketing and Commercial Strategy, JetBlue Airways

Marty St. George- Senior Vice President, Marketing and Commercial Strategy, JetBlue Airways

Marty leads JetBlue’s marketing team, which includes (among other areas) its advertising, e-commerce, product and loyalty strategies.   Marty joined JetBlue as leader of the network strategy team in 2006 and moved to marketing in 2009.  In his 6 years at JetBlue, he has experienced... Read More →


Wednesday October 24, 2012 12:00pm - 2:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA