CAPTURING THE CONTENT ZEITGEIST: Culture, Innovation and ... · PDF fileMarch 21st–22nd 2016 Convene, New York City CAPTURING THE CONTENT ZEITGEIST: Culture, Innovation and the Art

March 21st–22nd 2016 Convene, New York City

CAPTURING THE CONTENT ZEITGEIST: Culture, Innovation and the Art of Influence

THECONTENTCOUNCIL.ORG

2 thecontentcouncil.org | @ContentCouncil #ContentCulture

LEADS: We connect and match our members with brand marketers looking for content programs

NETWORKING: We provide unparalleled opportunities to meet with industry experts and leading brands

INSIGHTS: The Content Council is the premier source for content marketing thought leadership

RESEARCH: The Content Council provides exclusive access to proprietary research conducted with Advertising Age

TRAINING: Free access to educational webinars focusing on the state of the industry, trends, measurement and analytics

JOIN THE CONTENT COUNCIL FOR EXCLUSIVE MEMBER BENEFITS

TO DRIVE YOUR BUSINESS

thecontentcouncil.org | @ContentCouncil | | 212.297.2191

Call us today on 212.297.2191 or go to www.thecontentcouncil.org to join.

SPECIAL DISCOUNT ON ANNUAL MEMBERSHIP FEES TO ATTENDEES OF THE CONTENT COUNCIL CONFERENCE

1 attendee = 5% discount

2 - 5 attendees = 10% discount

5 or more = 20% discount

3MONDAY, MARCH 21 – TUESDAY, MARCH 22 | NEW YORK CITY | Convene

We are excited to discuss the current journey of the content marketing industry,

how it’s evolving and how we can evolve with it. We’ve put together an agenda

which covers what younger generations want from brands, how to generate

disruptive content and how companies can become authentic change agents

by finding their compelling narratives.

We’ll also be hearing from members of The Content Council who

will share their experiences on how they have overcome client

challenges in order to deliver innovative solutions with quantifiable

results.

We look forward to spending the next couple of days with you! If you

are interested in joining The Content Council, please speak to

one of the Board members or The Content Council team.

Andy Seibert, Chairman of The Content Council and Managing Partner, Imprint

Special thanks to the Conference Committee: Lori Greene, Randi Liodice, Jacquie Loch, Joe Stella,

and Sheryl Victor Levy.

TO THE CONTENT COUNCIL’S 9TH ANNUAL SPRING CONFERENCE

WELCOME


Call us today on 212.297.2191 or go to www.thecontentcouncil.org to join.

SPECIAL DISCOUNT ON ANNUAL MEMBERSHIP FEES TO ATTENDEES OF THE CONTENT COUNCIL CONFERENCE

1 attendee = 5% discount

2 - 5 attendees = 10% discount

5 or more = 20% discount



Monday, March 21

12:00PM LUNCH

1:00PM WELCOME from The Content Council Chair

ANDY SEIBERT | @Imprint_AndyS Managing Partner, Imprint

1:05PM KEYNOTE SPEAKER: Storytelling in the Age of Digital Distraction

SETH BARRON | @google Head of Creative Business Partnerships Google | YouTube ZOO

2:05PM PANEL DISCUSSION: Chasing the Fountain of Youth — What does the Younger Generation Want from Brands?

We’ll ask millennials and Gen Z’s what they think, how they consume content, and what actually moves them to action.

Moderator: BERNA ANAT | @HeyBerna Teens & Emerging Trends Producer, Instagram

Panelists: CHASE GUTTMAN | @chaseguttman Instagram Influencer and Drone Photography Expert

JAYDE LOVELL | @jaydelovell Co-Host and Producer, The Young Turks Network

ALEXANDRA OSTEN | @amosten93 Account Manager, Nielsen

ROSANNA SERVIDIO ROSENTHAL @roseythal Lawyer/Millennial Mom

AGENDA


Monday, March 21

2:50PM BREAK

3:05PM CONTENT MARKETING IN MOTION: Flip Content Creation Upside Down and Improve Efficiency and Drive ROI

SCOTT DECKER | @PublishThis President and CTO, PublishThis

3:20PM PANEL DISCUSSION: Creating a Movement with Content

Branded stories with a cause have created the biggest stir in recent times. How can you find a cause that fits with a brand’s story? How can companies become authentic change agents with a compelling narrative to match? Our panelists will cover key ways that organizations can marry cause with content.

Moderator: SHERYL VICTOR LEVY | @MktgMavn Senior Director of Digital Strategy, Phil & Co

Panelists: NANDIKA MADGAVKAR | @NandikaM Assistant Vice President, Corporate Responsibility, MetLife, Inc.

LISA MANLEY | @cone Executive Vice President, Cone Communications

THERESA MCDONNELL | @Unilever Director Digital Engagement and PR Unilever North America

BEN ZAGORSKI | @Upworthy Chief Revenue Officer, Upworthy

4:05PM COCKTAIL RECEPTION 6:00PM (Convene, 810 7th Avenue)

Tuesday, March 22

8:30AM BREAKFAST

9:00AM KEYNOTE SPEAKER: Politics and the Economy: The Story in the Presidential Race and in New York

GREG DAVID | @GregDavidonNY Director of the Business Journalism Program, CUNY Graduate School of Journalism

10:00AM PANEL DISCUSSION: The Best Ideas Win — How To Generate Disruptive Content

The exponential growth of content makes it ever harder to stand out from the pack. To be heard, companies must find new ways to tell their stories. So you need creativity and innovation to have brand messages resonate with the right audiences. We’ll discuss how to do that during this lively panel.

Moderator: JACQUIE LOCH | @jacquelineloch Vice President Content Solutions, St. Joseph Communications Media Group

Panelists: JOE FULLMAN | @joefullman Director of Marketing, The Onion

MONIQUE FRUMBERG | @HudsonRouge Senior Vice President, Group Brand Content & Alliances Director, Hudson Rouge

OREN KATZEFF | @realoren Head of Programming, Tastemade

SEAN KING | @seancontentking CEO, Seven

10:45AM CONTENT MARKETING IN MOTION: 152 Countries and Counting: IBM’s Integrated Content Strategy

JOE FURGIUELE | @joeFCI Founder, Furgiuele Company Inc.

DOUG ROCK | @MSPContent Associate Director, MSP-C

11:00AM BREAK

continued


PEARLS

Tuesday, March 22

11:20AM ONE ON ONE: Ann Shoket interviews Soniya Monga

ANN SHOKET | @annshoket Millennial Expert and Former EIC of Seventeen

SONIYA MONGA | @soniyamonga Global Agency Partner Lead, LinkedIn

12:20PM PANEL DISCUSSION: The Strategic Imperative — Creating a Content Strategy That Motivates and Inspires

Everybody talks about the importance of content strategy, but how can it be developed to ensure that it helps brands meet their goals? We’ll talk tactics that can bring companies’ missions to life through content.

Moderator: GEORGIA GALANOUDIS @Imprint_Georgia Managing Director, Imprint

Panelists: TRIXIE FERGUSON GRAY | @stargratrix Senior Partner, Branded Content & Experiences MediaCom

CAITLIN NITZ | @CaitlinNitz Senior Content Strategist, Huge

JOANNA SALTZ | @josaltz Site Director, Delish.com

1:05PM LUNCH AND ONE ON ONE: Saundra Thomas interviews Stacy Martinet

SAUNDRA THOMAS | @abcsaundra Vice-President of Community Affairs WABC-TV

STACY MARTINET | @stacymartinet Chief Marketing Officer, Mashable

2:00PM CLOSE

DAVID BEEBE Vice President, Global Creative and Content MarketingMarriott

THERESA DIMASIVP, Head of Content / Editor-in-ChiefWeight Watchers International, Inc.

SUSAN HILT-LAGOS Vice President Integrated Content DevelopmentAmeriprise Financial

RYAN PETERSEN Senior Manager, Content MarketingCDW

BRAD WALTERSDirector of Social Media and Content Strategy, Lowe’s

ALEXA CHRISTON Head of Media InnovationGE

EVA HARTLING Vice President, Marketing & CommunicationsBirks Group Inc.

CHRIS LORENCE EVP/Chief Marketing Officer, Independent Community Bankers of America

JOHN VON BRACHELSVP, Content Marketing ExecutiveBank of America

BRAND ADVISORY BOARD


Magnet Media is a Strategic Studio

Content Strategy Content Development & Production Content Distribution

THINK | MAKE | REACH

122 West 27th Street, Floor 3 New York, NY 10001 | 646.486.7101

@magnetmediainc @magnetmediainc @magnetmediafilms

www.magnetmediafilms.com


BOARD OF DIRECTORS

The Content Council Chairman ANDY SEIBERT Managing Partner Imprint

Board Members

DAN DAVENPORTContent Director MXM

LORI GREENE Digital Marketing InnovatorLPG Enterprises

DUNCAN MILNE Managing DirectorImprint

Immediate Past Chairman, Treasurer KEITH SEDLAKEVP Business Development Manifest

JOHN CIMBAPresident & CEO GLC Custom Media

VINCE GIORGI Vice President, Solutions DevelopmentHanley Wood Marketing, Inc.

GARY JOHNSONPresident MSP Communications

JACQUELINE LOCH Vice President Content SolutionsSt. Joseph Communications Media Group

MARIA UNGARO Executive Director

GEMMA RAINER Associate Director

THE CONTENT COUNCIL TEAM

ANGELLA GIANNACOPOULOS Membership Director

ALANA SORRENTINO Communications Director

The Content Council is managed by

LIZ LARKIN Associate Communications Manager


BOARD OF DIRECTORS

“Effective content will no longer be generic but purposefully crafted for a particular individual or group of individuals.”CHASE GUTTMAN Instagram Influencer and Drone Photography Expert

“If you aren’t making data-based decisions, you are throwing money away.”CAITLIN NITZ Senior Content Strategist Huge

“The idea of a separate digital team is becoming increasingly obsolete, and needs to be. If its not integrated, its not effective.”MONIQUE FRUMBERG Senior Vice President, Group Brand Content & Alliances Director Hudson Rouge

“The greatest content marketing success is always learning and never being satisfied.”GEORGIA GALANOUDIS Managing Director IMPRINT

“I think the days of annoying generic pre-roll commercials are nearing their end.”JAYDE LOVELL Co-Host and Producer, The Young Turks Network

“The brands that are best at content marketing are the ones who are planning their content well, based on strong insight and distributing their content effectively using data.”

SEAN KING CEO, Seven

“Branded entertainment (or branded content) — essentially, anything that is an ad disguised as content will become obsolete in the future.”OREN KATZEFF Head of Programming Tastemade

QUOTES FROM CONTENT EXPERTS


KEYNOTES

Storytelling in the Age of Digital DistractionSETH BARRON, Head of Creative Business Partnerships, Google | YouTube ZOO | @google

Seth leads the Google | YouTube ZOO Creative Business Partner team responsible for developing creative solutions and brand activation strategies for Google’s most strategic client partners. Seth combines over 13 years of experience at Google | YouTube with a unique creative education in

theater performance, direction and stage management to bring forward ideas that push the boundaries of new technology and develop deep, meaningful connections with users across Google platforms.

Previously, Seth managed strategy and operations for Google’s Automotive team. In this role Seth was responsible for operations and sales go-to-market strategy across the Americas region, as well as helping Automotive clients leverage new products and features for continued success with Google advertising programs.

Politics and the Economy: The Story in the Presidential Race and in New YorkGREG DAVID, Director of the Business Journalism Program, CUNY Graduate School of Journalism @GregDavidonNY

Greg David is the director of the business journalism program at the CUNY Graduate School of Journalism and writes a blog and print column for Crain’s New York Business. He is also director of the Ravitch Fiscal Reporting Program at the school providing advanced training for state and local

reporters around the country.

Greg spent more than two decades as the editor of Crain’s, covering the city’s business, economic and political issues. He appears frequently on media outlets discussing political and business issues. He is the author of Modern New York: The Life and Economics of a City was published by Palgrave Macmillan in 2012. The Economist called it `the fast-paced story of the fall and rise of New York’. He lives in New York.

One on One Interview:STACY MARTINET, Chief Marketing Officer, Mashable | @stacymartinet

Stacy Martinet is the Chief Marketing Officer of Mashable and sits on the company’s Operating Committee, which directs the company’s strategy, planning and operations.

Stacy leads integrated marketing and communications, including brand, creative services, social media, corporate

communications, external affairs, events and the company’s social good initiatives. Stacy joined Mashable in December 2010 and the brand has since expanded globally. In January 2014, Mashable secured its first external capital raise.

One on One Interview:SONIYA MONGA, Global Agency Partner Lead, LinkedIn | @soniyamonga

Soniya joined the LinkedIn team in 2010 as one of the earliest employees of the Canadian operations. She then relocated to Hong Kong where she managed the relationship for strategic brands based out of North Asia (Korea, Japan, Taiwan and China). Soniya is now New York based as a Global

Agency Partner Lead, focused on growing and empowering agencies to get the most out of the LinkedIn platform. Most recently, Soniya represented LinkedIn at Create and Cultivate, the digital platform for women entrepreneurs and One Young World in Dublin, Ireland, to discuss global issues around technology and sustainability in order to share innovative solutions for the pressing issues of today.

One on One Interview:ANN SHOKET, Millennial Expert and Former EIC of Seventeen | @AnnShoket

Ann Shoket is a thought leader who has been shaping the national conversation about and for millennial women for 15 years. Her mission is to help young women feel so confident that they can walk into any room and own it. She has consistently created authentic dialogue on the most important

issues of the day and pioneered bringing those conversations to every medium that engages young women. The hallmark of Shoket’s career has been celebrating real young women and helping them navigate the tricky emotional terrain of finding their way in the world.

SPEAKERS


One on One Interview:SAUNDRA THOMAS, Vice-President of Community Affairs, WABC-TV | @abcsaundra

Saundra Thomas, Vice-President of Community Affairs at WABC-TV since 2001, has made community service the center of her life. Starting at a young age, she was eager to serve, teach, learn and provide opportunity for those in need. Thomas is in her 28th year at Channel 7 and after years

of writing and producing on-air topicals for Eyewitness News and award-winning ABC7 special programs, she has gone on to combine her creative skills with her need to serve.

In her current role, Saundra Thomas oversees all on-air public service announcements, community outreach and station community projects for the tri-state. As liaison between the public and the station, Thomas recommends news and programming coverage of important local topics, and is responsible for philanthropic endeavors on behalf of the television station.

PANEL DISCUSSION: Chasing the Fountain of Youth — What does the Younger Generation Want from Brands?

MODERATOR: BERNA ANAT, Teens & Emerging Trends Producer, Instagram | @HeyBerna

Berna Anat is a teen media fanatic and youth advocate from San Francisco. She is currently a producer on the Community team at Instagram, focusing on Teens & Emerging Trends. It is just as fun as it sounds. Her portfolio includes teen-media focused work for Seventeen, Glamour,

Scholastic, and The Huffington Post. Her favorite things include serving and empowering young creators, fighting with Final Cut, and falling asleep while playing her ukulele.

CHASE GUTTMAN, Instagram Influencer and Drone Photography Expert | @chaseguttman

Guttman has won Young Travel Photographer of the Year three times. He was also named a Top Travel Photographer by the New York Institute of Photography, a 3 time Best Travel Photography Blogger by USA Today and an Inspiring Travel Photography Blogger by TripAdvisor. He

received the Young Photographer’s Alliance Emerging Talent Award and won a Grand Prize in a National Geographic International Photography Competition.

Several times Guttman was exhibited at the esteemed Royal Geographical Society in London and his solo show in New York City was opened by Manhattan Borough President Scott Stringer.

He has been named a Rising Star and Emerging Voice by Instagram. Working closely with emerging technologies in the photography industry, Guttman is also the Chief of Photography for a cutting-edge drone research and development lab.

JAYDE LOVELL, Co-Host and Producer, The Young Turks Network | @jaydelovell

Jayde Lovell is a Co-Host and Producer on The Young Turks Network – the world’s largest online news network - and host of ScIQ, which explores the science behind politics and policy. Jayde is also Director of Explainer TV for the New York Hall of Science.

Lovell holds a degree in neuroscience, and has produced videos for organizations such as NASA, Coca Cola, Spotify, Scientific American, and the US Army. She has been featured in EducationWeek, Fortune, Men’s Health, BuzzFeed and Mashable.

Lovell is currently in development for her pilot TV show ‘The Club’ (a teen drama centered around the lives of student engineers), in conjunction with Roberto Orci (Transformers, Scorpion, Star Trek) and The MacGyver Foundation.

ALEXANDRA OSTEN, Account Manager, Nielsen @amosten93

Alexandra Osten is an Account Manager at Nielsen on the Local TV side of the business. Alexandra was the 2014 New York Women in Communications Scholarship Recipient for the Ruth Whitney Award from GLAMOUR, and since then has continued to do big things in the entertainment industry.

SPEAKERS

continued


Alexandra graduated in 2015 from Pace University where she earned a BA in Arts & Entertainment Management and Global Marketing. While there she completed more than twelve internships at organizations such as NBC Universal, Universal Pictures, CNN, HAVAS Worldwide, CBS, and several more. Alexandra was recently featured in Variety’s 110 Students to Watch in Entertainment, has a standing invitation to GLAMOUR’s Women of the Year Awards, and continues to strive in the world of entertainment.

ROSANNA SERVIDIO ROSENTHAL Lawyer/Millennial Mom | @roseythal

Rosanna Servidio Rosenthal is an attorney, licensed in New York and Connecticut. In 2006, she graduated from the University of Connecticut, where she majored in Political Science and Criminal Justice. She went on to earn her law degree from New York Law School in 2009.

Rosanna began her career in private practice in Manhattan and eventually joined a leading firm in Stamford, Connecticut. In early 2015, she took a hiatus from practicing law to care for her son. Rosanna believes her role as a stay-at-home mom is both the hardest and best job she’s ever had.

CONTENT MARKETING IN MOTION: Flip Content Creation Upside Down and Improve Efficiency and Drive ROI

SCOTT DECKER, President and CTO, PublishThis @PublishThis

Scott Decker is President and CTO of PublishThis, a platform that changes the way people create content to decrease cost and increase revenue. He started PublishThis in 2008 after leading business units at Blue Nile, Edmunds.com and Pacific Northwest National Labs. PublishThis

currently helps multiple enterprise clients, such as Fox Sports, Crain Communications and SHRM with their content creation around newsletters and articles. Scott has extensive experience in building and running content operations, which has helped to build the ContentHQ Platform at PublishThis.

PANEL DISCUSSION: Creating a Movement with Content

MODERATOR: SHERYL VICTOR LEVY, Senior Director of Digital Strategy, Phil & Co | @MktgMavn

Sheryl Victor Levy is the Senior Director of Digital Strategy for Phil & Co., a leading cause marketing firm in Manhattan working with nonprofits, philanthropies and companies doing good including the United Nations Foundation, Brookfield Office Properties. Carnegie Corporation and the

Museum of the City of New York. In 2006, she founded Savvy Strategy, a digital consulting firm specializing in content and social media strategy. With over 15 years experience on the agency and brand side, Sheryl spent the first part of her career leading marketing and licensing for MTV, VH1, Universal and Hearst. She has also held marketing strategy positions at Webex and USA Networks.

NANDIKA MADGAVKAR, Assistant Vice President, Corporate Responsibility, MetLife, Inc. | @NandikaM

Nandika Madgavkar leads strategy development and communications for MetLife’s Corporate Responsibility efforts both in the U.S. and globally. In this position, she is responsible for building a strong brand presence, overseeing effective internal and external communications, and

ensuring MetLife’s Corporate Responsibility efforts are aligned with the company’s core values. In addition, Nandika works closely with MetLife Foundation on maximizing its brand and community impact globally. Prior to joining MetLife, Nandika managed internal and external communications for Citi’s Community Development and Microfinance departments. Nandika has also worked as a communications consultant with UNICEF, Canada and TVO Ontario, a quasi-public television corporation, in Toronto, Canada. Before moving to Canada, Nandika worked as a journalist in India.

LISA MANLEY, Executive Vice President, Cone Communications | @Cone

A passionate leader who never shies away from a challenge. Lisa is a seasoned sustainability professional with nearly 20 years of experience. As a leader of the agency’s CSR Strategy group, her infectious passion for sustainability and social impact energizes the award-winning strategy and

SPEAKERSPANEL DISCUSSION: Chasing the Fountain of Youth — What does the Younger Generation Want from Brands? continued


communications practice. She served as the Executive Vice President of Business + Social Purpose at Edelman where she oversaw strategy development, corporate reporting and strategic philanthropy for brands. Additionally, Lisa has extensive client-side experience after serving as Group Director for The Coca-Cola Company’s Sustainability communications team, where she led worldwide corporate communications and stakeholder engagement in areas of water stewardship, climate protection, sustainable packaging, women’s economic empowerment, and active healthy living.

THERESA MCDONNELL, Director Digital Engagement and PR, Unilever North America | @Unilever

Theresa McDonnell is Director Digital Engagement and PR for Unilever North America. Her team is responsible for identifying best practices that maximize the potential for earned media in a brand’s content strategy. This includes constantly testing disruptive models for production,

partnerships and influencer relations. The team manages relationships with all PR, Social and Digital agencies. They are also responsible for brand reputation management and issues management. Prior to Unilever, Theresa counseled clients at agencies on new product positioning, brand reputation management, consumer engagement and strategic partnerships. She has deep experience in developing integrated marketing programs for world-class brands, including Target, Dove, Skype, Pepsi, Conair, HP, Schick, Barilla, and Heinz.

BEN ZAGORSKI, Chief Revenue Officer, Upworthy @Upworthy

Ben Zagorski is the Chief Revenue officer of Upworthy. Previously, he worked at the Daily Beast as the Vice President, Publisher. He’s also worked at Atlantic Media Company as an Associate Publisher and at Salon in a variety of roles from the Vice President of Sales to the Senior Vice

President of Emerging Business. Ben has a vested interest in the evolution of brand marketing and has particular experience in brand and storytelling/content marketing, especially when the use of data science is applied to the measurement of content. Prior to Salon, Ben worked at The New York Times and Citysearch in various sales roles. Originally from the Chicago area, he attended the University

of Pennsylvania, Wharton School of Business and now lives in Westchester New York with his Wife Adriana and his two children, Annika and Sebastian.

PANEL DISCUSSION: The Best Ideas Win — How To Generate Disruptive Content

MODERATOR: JACQUIE LOCH, Vice President Content Solutions, St. Joseph Communications Media Group | @jacquelineloch

Jacquie is a communications and media executive specializing in delivering multi-platform content marketing solutions and ROI for audiences and advertisers across print, digital, broadcast and social media. With over 25 years of experience gained at some of Canada’s largest media companies,

she is a branded content expert who drives engagement and results. She works closely with St. Joseph’s largest clients to create innovative and compelling cross platform content solutions. She was most recently Vice President & Group Publisher, English Brands, Groupe TVA, where she published a portfolio of iconic Canadian brands including Canadian Living, ELLE Canada and The Hockey News.

JOE FULLMAN, Director of Marketing, The Onion, Inc. @joefullman

Joe Fullman heads marketing and audience development for Onion Inc., America’s Finest News Source. Joe came to Onion Inc. after a decade working on CPG, Healthcare, Auto, and B2B clients at advertising agencies like Arnold, Stardom MediaVest Group, and GreaterThanOne. Joe was also one of the

co-founders of Reunify, a Los Angeles based predictive analytics consultancy

SPEAKERSPANEL DISCUSSION: Creating a Movement with Content continued

continued


SPEAKERSMONIQUE FRUMBERG, Senior Vice President of Branded Content & Alliances, Hudson Rouge @HudsonRouge

Monique Frumberg is Senior Vice President of Branded Content & Alliances at Hudson Rouge where she develops experiential programs and fosters collaborations with artists and cultural programs. Prior to her work at Hudson Rouge, Monique was Director of Branded Entertainment at

Sundance Channel where she oversaw the creative development & execution of the channel’s branded entertainment. Life before Sundance began at History and A&E where she produced long form and short form content before moving on to oversee their branded content team.

Monique is passionate and curious about all aspects of creative innovation. She develops and fosters ongoing partnerships with artists and cultural innovators, and creates platforms for their work and their stories. Monique is currently in post-production on her first documentary.

OREN KATZEFF, Head of Programming, Tastemade @realoren

Oren Katzeff is Head of Programming at Tastemade, a food and travel network for the connected generation. At Tastemade, he oversees editorial strategy, content creation and distribution, and Tastemade’s community of influencers, and works with Tastemade’s brand partners to align them with premium,

custom content solutions. Prior to Tastemade, Oren was Head of Audience and Marketing at ZEFR, where he was responsible for growing ZEFR’s global audience and leading strategic planning and marketing programs. In previous positions, Oren was Senior Vice President and General Manager at Demand Media Entertainment, where he ran the day-to-day operations of Cracked.com, in addition to holding a position as Senior Director of Business Development for the Yahoo Media Group, where his primary focus was negotiating all business deals for Yahoo News and Yahoo Finance.

SEAN KING, Chief Executive, Seven @seancontentking

Seven was recently acquired by Germany’s C3 to create Europe’s number one specialist content marketing agency. Our purpose is to create content that delivers value for the time people spend with it and makes a clear contribution to our clients marketing goals and business performance.

Seven has developed skills in audience understanding and campaign- and performance-led content. We’ve been moving towards campaign-related content for some time now, and that means focusing on the audience, and how they react to campaigns in real-time.

CONTENT MARKETING IN MOTION: 152 Countries and Counting: IBM’s Integrated Content Strategy

DOUG ROCK, Associate Director, MSP-C @MSPContent

Doug Rock is Associate Director of MSP-C and Publisher of MSP TechMedia. As publisher, he manages the MSP TechMedia editorial and sales staffs, directing a dedicated team of account and content-development professionals. The TechMedia group creates content for high tech

companies, including IBM, and works in multiple channels, including print, tablet apps, webinars, web content, email newsletters, video, webinars and social media extensions.

JOE FURGIUELE, Founder, Furgiuele Company Inc. @joeFCI

Joe Furgiuele founded Furgiuele Company Inc. (FCI) in 1984. He has more than 30 years’ experience providing analysis, consulting services, and custom designed software solutions for companies within direct response and integrated marketing disciplines – including Publishing, Continuity,

B2B Catalog, Insurance, and Banking. MeritDirect recently acquired FIC earlier this year. Joe currently serves as a Vice President on the MeritDirect team.

PANEL DISCUSSION: The Best Ideas Win — How To Generate Disruptive Content continued



SPEAKERSPANEL DISCUSSION: The Strategic Imperative — Creating a Content Strategy That Motivates and Inspires

MODERATOR: GEORGIA GALANOUDIS, Managing Director, Imprint | @Imprint_Georgia

Georgia is currently Managing Director at Imprint, a Sullivan content lab. She has been managing content driven marketing programs for clients since 1997. As Executive Director running custom content divisions at both Time Inc. and Meredith Corp. and as Managing Director at MXM, Georgia has

driven the strategy and execution of a myriad of integrated programs for such clients as Proctor & Gamble, Walmart and Bank of America. Georgia brings her knowledge of Consumer Insights, Branded Content Strategy, Digital, Social, Mobile and CRM to help clients develop innovative ways to engage with their core customers and drive business goals. Georgia is also the Co-VP of Programming for NYWICI and Co-Chair of the Research committee for The Content Council.

CAITLIN NITZ, Senior Content Strategist, Huge @CaitlinNitz

Over the past 10 years, Caitlin Nitz has worked in all phases of the content lifecycle from creation and management to strategy and planning. For the past two years, she has worked as a Senior Content Strategist at Huge, where she helps brands such as Google and American Express maximize

their content value.

Previously, Caitlin worked in content marketing at the Association of National Advertisers, where she wrote white papers and spearheaded content partnerships. She began her career as a copywriter and later received her master’s degree in library and information science. She is passionate about applying information science best practice to measuring, organizing, and optimizing digital marketing content.

TRIXIE FERGUSON GRAY, Senior Partner, Branded & Content Experiences, MediaCom | @stargratrix

Trixie Ferguson Gray joined MediaCom in 2015 as senior partner of branded content and experiences. In this role, Trixie leads content strategy, custom program development and activation for all clients across MediaCom.

Trixie joined MediaCom from Maxus, a GroupM sister agency, where she led insights, creative strategy and media ideation for NBC Universal, UPS and new business. Prior to joining Maxus, Trixie was vice president, experience architect and a member of the content and experiences team at UM. While at UM, she won numerous industry accolades for her work, including an Effie Award for MasterCard’s “Priceless” campaign and the MinOnline Sweet 16 Integrated Marketer of the Year.

JOANNA SALTZ, Site Director, Delish.com | @josaltz

Joanna Saltz is the site director of Delish. She was named to the post in March 2015, and successfully relaunched the brand with a fresh editorial point-of-view geared toward food lovers--not food elitists. In addition to baking a mean a banana bread, Saltz oversees all content for the brand, including

features, recipe development, social media presence, and video production. She and her team also produce a quarterly print version of Delish, which is available in Walmart stores. Under her leadership, and in just nine months, unique visitors to Delish have grown by 99% and the brand’s social following has increased more than 500 percent. Prior to Delish, Saltz was executive editor of Food Network Magazine from 2012 through 2015, and was at Seventeen in the same capacity for eight years before that.


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CAPTURING THE CONTENT ZEITGEIST: Culture, Innovation and ... · PDF fileMarch 21st–22nd 2016 Convene, New York City CAPTURING THE CONTENT ZEITGEIST: Culture, Innovation and the Art