Monday, 09/16
6:30 PM Central
7:30 PM ET
Welcome Cocktails
Bar AC - in hotel
Tuesday, 09/17
7:45 AM Central
8:45 AM ET
Coffee Service Available
Otis Ballroom Foyer
8:00 AM Central
9:00 AM ET
VIP 1:1 Meetings
Meeting Room 2 & 3
8:30 AM Central
9:30 AM ET
Breakfast Buffet Opens
Otis Ballroom Foyer
9:15 AM Central
10:15 AM ET
Sponsor Breakfast Presentation
Otis Ballroom
9:35 AM Central
10:35 AM ET
Opening Remarks
- MCS
- Joe Mandese, Editor-in-Chief, MediaPost @jmandese
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:45 AM Central
10:45 AM ET
Keynote: Media As Culture: Beyond the Impression Economy
Whether it is supporting Black and Latino-owned media, finding new generations of creators, or embedding into the Oscars or Grammys, Diageo is leaning into culture not just adjacencies. Jason explores how the company is defining media differently to craft higher quality relationships with higher quality audiences. Reach and impressions, CPMs and ROI require recalibration. We explore how Diageo is not only investing differently but attributing not just by media type but by partner.
- Keynote
- Jason Acker, VP, Media and Digital, Diageo
10:15 AM Central
11:15 AM ET
Panel: Hearts, Minds, and Action: Bridging Brand and Performance Once and For All?
The "brand vs performance" conundrum is perennial for planners, but have advances in media and measurement finally bridged the divide? How are innovations on the data driven media side, like shoppable video, retail media networks, DOOH, and sophistication on full funnel measurement and behavioral tracking changing the equation for media strategy? Is it a matter of balancing two very different kinds of advertising or is fuller integration of creative, media, and measurement to drive brand and performance?
- Moderator
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
- PanelistS
- Jeanne Jennings, SVP, Group Director, Media, McCann Health Engagement
- Jason Lim, Chief Planning Officer, EssenceMediacom
- Mack Magner, Director, Planning & Media Strategy, Goodway Group
10:45 AM Central
11:45 AM ET
Sponsor Spotlight & Coffee Break
11:15 AM Central
12:15 PM ET
Case Study: Full Funnel Branding
As RMNs and shoppable media complicate everyone's media mix, what does the full funnel look like now? Where is branding taking place? Or even e-commerce, for that matter? As confectioner Ferrero ramps up its media strategy for brands like Keebler and Famous Amos, Butterfinger and Baby Ruth, Danielle explores how a major CPG manufacturer is remapping the funnel.
- Presenter
- Danielle Sporkin, SVP Media and Marketing, NA, Ferrero
11:40 AM Central
12:40 PM ET
Case Study: Reading BookTok: TikTok As Brand Sandbox
TikTok and its powerful subcult of BookTok has become a force in the publishing world. Penguin Random House has made its mark working with the creators driving this community. Abigail and Megan explore how creator media becomes a strategy, how it requires internal reorganization to manage, and how it becomes a place to test marketing ideas that inform the rest of the paid and earned media mix.
- PresenterS
- Abigail Mallick, Associate Director, Paid Media Strategy and Ad Operations, Penguin Random House
- Megan Tripp, Associate Director, Social Media, Penguin Random House
12:05 PM Central
1:05 PM ET
Roundtable: Grand Strategy: Allocation across Brand and Performance
- Featuring
- Mack Magner, Director, Planning & Media Strategy, Goodway Group
12:05 PM Central
1:05 PM ET
Roundtable: AI and the Planning Process
- Featuring
- Sina Barahmand, Senior Programmatic Media Trader, USIM
12:05 PM Central
1:05 PM ET
Roundtable: RMNs in the Mix
12:05 PM Central
1:05 PM ET
Roundtable: Digital Out of Home
- Featuring
- Kristy Schlepp, CEO, Outdoor Nation
12:50 PM Central
1:50 PM ET
Sponsor Lunch Presentation
2:00 PM Central
3:00 PM ET
Brewery Tour
Axe Throwing at Urban Axes
Kayak on Austin Town Lake
6:30 PM Central
7:30 PM ET
Cocktail Party
World Famous - La Barbecue (Shuttle Departs at 6:15pm SHARP)
7:30 PM Central
8:30 PM ET
Dinner
World Famous - La Barbecue
Wednesday, 09/18
7:45 AM Central
8:45 AM ET
Coffee Service Available
Otis Ballroom Foyer
8:00 AM Central
9:00 AM ET
VIP 1:1 Meetings
Meeting Room 2&3
8:30 AM Central
9:30 AM ET
Breakfast Buffet Opens
Otis Ballroom Foyer
9:15 AM Central
10:15 AM ET
Sponsor Breakfast Presentation
Otis Ballroom
9:35 AM Central
10:35 AM ET
Notes from Emcee
- MC
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
9:45 AM Central
10:45 AM ET
Case Study: AARP and Social Media Influencers
AARP as a player TikTok? Yes, TikTok. The venerable brand works closely with the creator community on social media. Rajiv will explore how AARP works with social media influencers on these platforms to expand the brand in new and different ways.
- Presenter
- Rajiv Mody, VP, Emerging Channels & Brand Growth, AARP
10:15 AM Central
11:15 AM ET
Panel: Gauging the Gaze: Attention vs. Engagement and Measuring the Future
As use of ad-supported media declines, the post-eyeball measurement era grows thorny, and the "Attention Economy" is not so simple. How are media planners not only gauging attention but attentiveness, so-called "quality attention"...let alone what qualifies as a truly engaged ad viewer? How are we normalizing attention metrics across such a fragmented omnichannel that engage so differently?
- Moderator
- Joe Mandese, Editor-in-Chief, MediaPost @jmandese
- PanelistS
- Sid Gowda, VP of Comms Strategy, Wpromote
- Megan Jones, Chief Media Officer, Digitas NA
- Prerna Talreja, Managing Director, Integrated Investment & Partnerships, Crossmedia
10:45 AM Central
11:45 AM ET
Sponsor Spotlight & Coffee Break
11:15 AM Central
12:15 PM ET
Case Study: Test, Learn, Influence: Selling Innovation…To Yourself
As new and wildly unconventional media opportunities come online, selling these ideas internally is its own project. Whether it is metaverse installations or NFTs, gaming experiences or creator media, Paul explores how he tests and learns from new media with an eye towards making the case for innovation and creative marketing initiatives in the media mix.
- Presenter
- Paul Meyers, Digital & Social Media Marketing, Hyundai Motor America @thepaulmeyers
11:45 AM Central
12:45 PM ET
Roundtable: Can I Have Your Attention?: That Measurement Roundtable
- Featuring
- Sid Gowda, VP of Comms Strategy, Wpromote
11:45 AM Central
12:45 PM ET
Roundtable: Creators and the New Media Economy
- Featuring
- Jane Ko, Host, A Taste of Koko
11:45 AM Central
12:45 PM ET
Roundtable: Branding In the Metaverse
- Featuring
- Paul Meyers, Digital & Social Media Marketing, Hyundai Motor America @thepaulmeyers
11:45 AM Central
12:45 PM ET
Roundtable: Audio in the Mix
- Featuring
- Megan Jones, Chief Media Officer, Digitas NA
12:50 PM Central
1:50 PM ET
Sponsor Lunch Presentation
2:00 PM Central
3:00 PM ET
Cruise on Lake Austin
Top Golf Outing
LBJ Presidential Library + Stroll through University of Texas + Happy Hour
6:30 PM Central
7:30 PM ET
Cocktail Party
Bouldin Acres - South Lamar (Shuttle Departs at 6:10pm SHARP)
7:30 PM Central
8:30 PM ET
Dinner
World Famous - Matt's El Rancho (Shuttle Departs from Bouldin Acres at 7:30pm SHARP)
Thursday, 09/19
8:00 AM Central
9:00 AM ET
Breakfast Buffet Opens
Otis Ballroom Foyer
9:00 AM Central
10:00 AM ET
Case Study: LifeLock: Audio as a Strategy
From the time Rush Limbaugh's host reads propelled the brand into new levels of awareness, LifeLock has been a true believer in the power of audio to build brand and drive performance. Steve Blackford explores how a legacy terrestrial radio advertiser has transitioned its media strategy into online radio as well as the fragmented podcast space. How are the new programmatic and audience-based tools allowing for a new blend of top-to-bottom audio planning?
- Presenter
- Steve Blackford, Director, Offline Media & Identity, Gen Digital
9:30 AM Central
10:30 AM ET
Q&A: Maximizing The Creator Economy For Brand Benefit
Capitalizing on the "Creator Economy” has become an essential element of the media mix for many brands. But what new skill sets and metrics apply here? One of Austin’s best Creators, Jane Ko from " A Taste of Koko” shares her insights into the best practices for working with her new breed of media. After working with 600 brands across a number of agencies and holding companies, she explores what to do, what not to do, and how to truly engage your audience in this rapidly expanding channel.
- Interviewee
- Jane Ko, Host, A Taste of Koko
- Interviewer
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
10:00 AM Central
11:00 AM ET
Q&A: AI, Year 2: A Post-Hype Discussion
Artificial Intelligence and Machine Learning are not new. The technologies have impacted programmatic media buying for some time. But a year after the shooting star ChatGPT forced all media agencies to publicize their AI roadmaps, we check in with one of the largest media buyers on the planet about their plan. How has GroupM broken down the AI opportunity and challenge? For media buying algos? For creative? For the growing power of platforms working both ends of the buy/sell market?
- Interviewee
- Oscar Garza, Managing Partner, GroupM @garza
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:30 AM Central
11:30 AM ET
Conference concludes
The Otis Hotel Austin, Autograph Collection