Consumer Brands Tackle Marketing 2.0

Workshop
Location: Twin Peaks Level:

Brand managers and senior agency execs from Top 100 consumer brands will share their insights on the risks and rewards of venturing beyond banner ads into the realm of conversational marketing. How much control is worth giving up in order to tap into social-media amplification? At what point does advertising end and PR begin? Are brands becoming publishers and widget developers? How does a large brand find the nimbleness for two-way communications?

Photo of Chas Edwards

Chas Edwards

Federated Media

Chas Edwards is Publisher and Chief Revenue Officer for Federated Media Publishing (FM), a network of leading independent websites and podcasts such as Digg, Boing Boing, Ars Technica, TechCrunch, Dooce, AutoSpies, PROTRADE, Sportsblog Nation and Ask A Ninja.

Previously, Chas was vice president of sales and marketing for CNET Networks’s B2B Portfolio, managing the team representing News.com, ZDNet and TechRepublic to business-to-business marketers. Chas also served posts as VP for CNET’s broadband & webcasting unit and as VP of business development for mySimon, CNET Networks’s comparison-shopping portal. Prior to joining CNET Networks, Chas was the National Sales Manager for TechTV, a 24-hour cable TV channel and Web site dedicated to computing and the Internet.

Photo of David Knox

David Knox

Procter & Gamble Corporate Marketing

Dave Knox, a Brand Manager at Procter & Gamble, is a leader in branding, digital innovation and youth marketing. Currently he serves as P&G’s Corporate Marketing Brand Manager for Digital Marketing, charged with driving P&G’s Digital Marketing capability. Additionally, he is co-founder of P&G’s Teen & Youth Expert Network and the author of the marketing and branding blog, HardKnoxLife.com. He has spoken frequently on the topics of youth marketing and digital branding, including appearances at the 2008 IEG Sponsorship Conference and Brand Week’s ’06 & ’07 What Teens Want Conferences

Previously as a Brand Manager on P&G’s Wal-Mart Customer Team for Personal Health Care and Feminine Care, Dave oversaw a $900MM+ portfolio of brands including Prilosec OTC, Vicks, Always and Tampax. Before moving to the Wal-Mart Team, Dave was the Teen External Relations Manager for P&G Beauty. He was responsible for consulting P&G Beauty brands on how best to leverage digital innovation, partnerships, branded entertainment, influencer marketing, and other emerging communication vehicles to win with teens. This work included leading P&G’s relationship with Varsity Spirit Cheerleading, spearheading beinggirl.com’s partnership with Sony BMG and crafting FemCare’s first global cause marketing platform with UNA-USA’s HERO program.

Dave started his P&G career on Secret Deodorant, responsible for launching the Secret Sparkle Collection, which won the P&G Consumer is Boss Award, Starcom “Fueling Brand Power” and an EFFIE from the New York American Marketing Association. On Secret, Dave crafted a variety of groundbreaking marketing programs that have been featured in press such as the New York Times, Forbes and Ad Age. These programs included P&G’s first campaign with MySpace.com, the AIM Bot “SecretSparkle” and marketing partnerships with Limited Too and Varsity Spirit.

Dave is a Professional Vice President on Pi Sigma Epsilon’s National Council and has served on the Advisory Boards of Parsons the New School for Design Emerging Research Lab, Brandweek’s “What Teens Want”, Digital Cincinnati Non-Profit Digital Advisory Group and Ypulse’s Teen Mash-up. Prior to joining P&G, Dave worked for Red Bull Energy Drinks, Aware Records and FreshTracks Music. He holds a Bachelor of Science in Business Administration from Miami University.

Photo of Craig  Atkinson

Craig Atkinson

OMD

As Group Account Director, Craig is the champion of thought leadership and overall owner of the client relationship for the McDonald’s US business at OMD.

Prior to his current position, Craig was Digital Director on the McDonald’s business in 2006 and 2007. In this role, Craig lead the development and execution of the national digital/emerging media strategy which generated both strong brand results as well as numerous industry awards.

Prior to OMD, Craig held positions within interactive marketing since its inception in the mid 1990’s, playing key Account, Media and Strategy roles at Modem Media, Digitas, and Arc Worldwide leading online marketing strategy and program development for such clients as Intel, Michelin, Washington Mutual, the U.S. Army and Allstate.

A frequent speaker and recognized thought leader in the emerging and digital marketing landscape, Craig has been quoted in such publications as The New York Times, The Wall Street Journal, Business Week, Advertising Age and Adweek.

Craig is a graduate of the University of Vermont and resides in Naperville, IL with his wife Nikki and sons Jake and Sam.

Michael Hoefflinger

Intel

Mike is GM of Intel’s Partner Marketing Group, managing the strategy, structure and customer engagements of the
Intel Inside co-op marketing program worldwide. Prior to that, he managed co-marketing with WiFi ecosystem
partners during the evolution of Intel Centrino Mobile Technology. He has also held roles as Andy Grove’s
Technical Assistant, in Product Marketing, New Media Programs and Business Development and was an Engineer
on the original Pentium processor. Mike holds Bachelors and Masters degrees in Computer and Electrical
Engineering from Purdue University.

Curt Hecht

VivaKi Nerve Center

When Publicis Groupe launched VivaKi in June of 2008, it tapped Curt Hecht to be President of the VivaKi Nerve Center, a hub of new media companies and capabilities that deliver the tools and resources clients need to reach consumers in the digital world. The Nerve Center encompasses such capabilities as ad serving and analytics, performance media tools (search, direct, CRM), mobile integration and new ventures and partnerships.

In his role, Curt is entirely focused on developing the next generation of technical platforms to allow Publicis and their clients to migrate from analog media processes, and scale their digital marketing efforts as both media channel and consumer become digital. He will also be the Groupe’s primary liaison to digital media companies such as Facebook, Google, Microsoft, Canoe (Cable MSOs) and Telco, architecting open and scaleable platforms that can be activated by Digitas, Denuo, Starcom MediaVest Group and ZenithOptimedia.

Since launching the Nerve Center, Curt has already orchestrated the launch of Audience on Demand (AOD), an open technology platform built in collaboration with Google, Yahoo, Microsoft and Platform A. As the first open source partnership across four major internet companies, AOD will deliver the largest audience-on-demand network in the digital advertising industry. By leveraging this platform, clients will be able to connect with precisely defined global audiences in a single campaign buy across multiple networks. He has also been closely involved with Publicis Groupe’s acquisition of Performics, one of the world’s leading search marketing service providers. With 130 clients and 200 search experts, Publicis Groupe now has access to Perfomics’ full suite of proprietary tools and performance marketing capabilities.

Curt was previously the Chief Digital Officer at Starcom MediaVest Group (SMG), part of Publicis Groupe. There he was focused on mapping the evolving digital media landscape for a client portfolio that invests nearly $26B in media each year. At SMG he was also dedicated to General Motors, one of the world’s largest advertisers and likely the world’s largest digital marketer.

During his 16 year career at SMG, Curt has amassed a variety of communications experience, including service to such blue-chip clients as United Airlines, 7-Up, McDonald’s and Morgan Stanley. He has traditional media assignments including development of marketplace negotiations for sports and kid’s marketplaces. He also opened an office in San Francisco for Starcom in 1999 with the then anchor client of Excite@Home and E! television network.

In 2007, he was named an Ad Age Media Maven and OMMA All-Star, and in 2008, Mediaweek recognized him as a Media All-Star for his work in the digital space. Presently, he is Chairman of the AAAAs advanced video committee, and member of the Ad:Tech advisory board. Hecht resides in Winnetka, IL with his wife and two daughters. An avid road cyclist, he founded an award-winning 20-member elite cycling team, which has raced nationally and internationally.

Co-produced By:

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  • Adobe Systems, Inc.
  • Enterprise Ireland
  • IBM
  • IDA Ireland
  • Juniper Networks
  • Microsoft
  • Thomson Reuters
  • Yahoo! Inc.
  • Accenture
  • CareerBuilder.com
  • iQuestions.com
  • Searchme
  • Socialtext
  • SourceForge.net
  • Microsoft
  • MySpace.com
  • Mohr Davidow Ventures
  • New Enterprise Associates
  • Omidyar Network
  • Panorama Capital
  • Silicon Alley Insider
  • Topix
  • Wired

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