2007 Media Summit The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment

Peter Tortorici, President, GroupM Entertainment
Wenda Harris Millard, Chief Sales Officer, Yahoo!
Laura Klauberg, Vice President Media, Americas, Unilever
Tracey L. Scheppach, Vice President/Video Innovation Director, Starcom USA
Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather
Seth Haberman, Founder-Chariman/CEO, Visible World
Mark Beeching, Chief Creative Officer, Digitas LLC
Michael Kassan, Principal, Media Link, LLC, Moderator
For Session Description & Speaker Bios Click Here



  • “Consumers will continue to call the shots in this converged media world” –Kassan

  • “Full integrated, relentlessly interactive”


  • Upfront

    • Yahoo having “infront”

    • Millard- TV sellers and buyers will define process for digital is her nightmare

    • “I do not believe in the upfront for the digital industry” – Millard




  • Revitalization of Dove

    • Campaign for real beauty

    • “would have been difficult to do if just relegated to tv and print world” Klauberg

    • Campaign launched with outdoor to get people talking

    • First CPG to get into the webisode space

    • “Evolution” on You Tube

    • Dove Message board

    • “The Idea helped drive the media” Beeching questioning Klauberg




  • Getting All The Agencies To Work Together

    • Greed is the main enemy

    • Be very clear about what is really deliverable by each partner




  • Ideation

    • New Approach to ideation. It is not just the creative team anymore, it is the media

    • “Everyone is looking for a best practice”….people want to find their silo and move on with it -  Beeching

    • Message Creation/Media Optimization

    • “Mashing together of skills” – Beeching

    • “Upronts stunt agility” – Beeching

    • Addressable media

    • You can’t just go out with one approach. lower the coast between making changes- Haberman

    • Turning data into stimulus

    • “How do you use content to spark a conversation”- Scott

    • Challenge for yahoo is turning data into real consumer insights- Millard

    • We can now get at behavior




  • UGC/Branded Content

    • True Branded content instead of product placement

    • Brand DNA being carried into story arch with signature moments

    • Activation from a promotion standpoint

    • People are measurement crazy, how do you measure branded content

    • Advertising is not an algorithm- Millard

    • GroupM to begin producing non brand specific content with CBS

    • Agencies as rights holders of IP



  • An intervention by Dr. Ruth really shakes things up

  • “It is customers that built brands…as if the web has invented people talking to each other”- Beeching

  • “Are you going to allow your consumer to participate in your marketing?”


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