Educational Sessions

Monday, Sept. 14

Rolling With the Changes

Noon EDT/ 9 a.m. PDT

As 2020 unfolded, the advertising media landscape faced expedited change, unexpected upheaval, and difficult new realities. Will the upfronts model ever recover? How are expanding diginets giving hope to broadcast groups dealing with shifting viewership trends? How are audience-based buying options helping traditional cable network groups dive headlong into the digital and streaming era? Get answers to these questions — and more — from a trio of media outlet leaders.

 

Confirmed Speakers:

Christine Georgakakis, REELZ Network

Jeff Nash, MeTV

Nickeisha Williams, ViacomCBS

Moderator: Danielle Benigni, TouchPoint Integrated Communications

Reviewers and Influencers and Testimonials ... Oh My!

1:30 p.m. EDT/10:30 a.m. PDT

Advertisers are incorporating organic user content — whether it’s consumer reviews or influencer posts — in their marketing messaging more and more. But as the face of digital marketing changes, regulators — at both the state and federal level — are taking an ever-harder look at how these new forms of testimonials are being used. What do you need to know to make sure you’re maximizing the power of customer satisfaction in your marketing efforts, while also maintaining compliance? Join members of the PDMI’s Government Affairs Council to find out.

Confirmed Speakers: 

Ed Glynn, Locke Lord

Alexandra Megaris, Venable LLP

Randal Shaheen, BakerHostetler

Moderator: Thomas Haire, PDMI

Crunch, Toss, Start Over: The 2020 Marketing Playbook

3 p.m. EDT/Noon PDT

Our thoughtful, considered, and finely-crafted marketing plans made in January were crunched up and tossed aside by April. Brands, agencies, media, and supply chain companies all had to rewrite their plans, answering questions they never even thought they had to ask. But what were those adjustments? Where did businesses lean in? How did they change the cycles of planning, launching, and analyzing media spend? Join experts from brand response advertising, agencies, and media as they review highlights from the PDMI’s 2020 Brand Response Playbook Survey and bring their valuable observations to what’s changing — and how to prepare for more change in 2021.

Confirmed Speakers: 

Charlotte Lucich, The Habit Burger Grill

Heather Molina, Red Door Interactive

Sean Robertson, DISH Media Sales

Moderator: Christopher Foster, Modern Postcard

Tuesday, Sept. 15

Research Roundtable: Coronavirus and Performance Marketing

Noon EDT/ 9 a.m. PDT

Join leaders from the PDMI’s research members and partners — DRMetrix, Kantar Media, and Media Monitors — as they discuss their companies findings on how performance and direct-to-consumer marketers were affected in the early stages of the coronavirus shutdown — and how marketers shifted on the fly to deal with the new reality over the past six months.

Confirmed Speakers: 

Joseph Gray, DRMetrix

Michael Kropp, Media Monitors

Richard Radzik, Kantar Media – BVS

Moderator: Kevin Gaffney, CoreMedia Systems

Executing the Amazon Flywheel: Using Advertising to Organically Rank Your Products

1:30 p.m. EDT/10:30 a.m. PDT

Amazon has recently entered the triopoly of advertising, along with Google and Facebook. Learn the critical steps required to ensure that your products rank effectively and organically on Amazon using a combination of listing optimization and paid advertising strategy. Get expert insight into how advertising impact product ranking and how SEO integration is critical to success.

Confirmed Speaker: 

Shannon Roddy, Marketplace Seller Courses

Bridging the Digital-TV Divide

3 p.m. EDT/Noon PDT

As direct-to-consumer brands that have reached maximum effectiveness with their digital campaigns have found, television advertising remains the only option to drive the kind of scale that can turn a minor success into a major business. What do marketers who’ve made the shift have in common — and what do marketers considering crossing this bridge need to know, while maintaining the best possible balance between online and offline advertising. Experts from the PDMI’s Workshop Council and their colleagues share insider tips and powerful anecdotes that will strengthen any multichannel campaign.

 

Confirmed Speakers:

Diana Boyles, HomeAdvisor

Brian Judge, Discovery Inc.

Benjamin Speight, Lockard & Wechsler Direct

Moderator: Anat Freed, Kingstar Media

Wednesday, Sept. 16

Following U.S. Hispanics' Path to Purchase
Noon EDT/9 a.m. PDT

U.S. Hispanic consumers often follow a more divergent customer journey, as the path to purchase offers many options due to language, media outlets, and more. To learn more about serving them and grow your business, join experts from the PDMI’s U.S. Hispanic Council and their colleagues to understand more about this path and how U.S. Hispanics discover, learn, purchase and experience your products.

 

Confirmed Speakers:

Walter Boza,Captura Group

Mindy Figueroa, L2L Marketing + Communications

Marcelino Miyares, d2h Partners

Moderator: Nicole Cordero, Havas Edge

Podcast Power Hour
1:30 p.m. EDT/10:30 a.m. PDT

A key reason performance marketers are flooding the podcast space is the tight-knit relationships that hosts develop with both their audience and their advertisers. However, many misconceptions still remain about podcasts as a direct-to-consumer outlet. Join iHeartMedia, a host of one of their popular podcasts, and an executive from agency partner Havas Edge as they share case studies and highlight the growing data and measurement capabilities available to today’s podcast advertisers.

Confirmed Speakers:

Ben Bowlin, HowStuffWorks.com

Ray Harkins, iHeart Media

Moderator: Christina Wong , Havas Edge

Speaker Bios

Alexandra Megaris


Alexandra Megaris is partner at Venable LLP in New York. Megaris focuses on complex regulatory investigations and government enforcement matters involving state attorneys general, the Federal Trade Commission (FTC), the Consumer Financial Protection Bureau (CFPB), state regulatory agencies, and the U.S. Congress. She also works closely with Venable's government affairs team in advocating for clients before these agencies. She has extensive experience with consumer protection laws, such as state unfair, deceptive, and abusive practices (UDAAP) laws, the FTC Act, the Consumer Financial Protection Act, the FTC's Telemarketing Sales Rule, and product-specific regulations including those regulating credit reporting, loan servicing, and debt collection.




Edward Glynn


Edward Glynn, Locke Lord Of Counsel, offers his clients decades of experience in advising leading consumer products and services, pharmaceutical and dietary supplements, and advertising and marketing companies on federal and state regulatory matters, government investigations, and litigation. He provides strategic business counseling involving consumer protection, marketing, and trade regulation issues. As a former senior official in the Federal Trade Commission (FTC), Glynn’s practice includes advising clients facing federal and state regulatory investigations, including FTC investigations; and reviewing advertising campaigns for compliance with regulatory requirements. He also actively represents clients in proceedings before the National Advertising Division of the Council of Better Business Bureaus.




Randal Shaheen


Randal Shaheen has more than 30 years of experience as an advertising attorney. A member of BakerHostetler's Advertising, Marketing and Digital Media team, he represents clients before a variety of regulatory agencies, including the Federal Trade Commission (FTC), Consumer Financial Protection Bureau (CFPB), National Advertising Division (NAD) and state attorneys general, and he is sought after for his handling of multijurisdictional matters. Randy's background facilitates practical insight: He has a significant history with matters related to privacy and data security, marketing to children, "green" claims, dietary supplements, claims of weight loss and health and performance, comparative claims, the use of surveys and "Made in the USA" claims.




Shannon Roddy


Amazon expert Shannon Roddy is the founder of Marketplace Seller Courses, an online course designed to help brands, inventors, and entrepreneurs make the most of their Amazon selling experience. He has worked with more than 100 brands and manufacturers to launch, grow, and protect their brands on Amazon. Roddy has not only helped numerous sellers increase conversion rates and sales but also helped launch more than 23 No. 1 New Releases, four No. 1 Best Sellers, and 29 Amazon Choice Products. His innovative approach to empowering sellers with practical takeaways and helping them focus on the essentials creates tremendous value opportunities. Roddy resides with his family in Atlanta.




Charlotte Lucich


With more than 25 years of traffic-driving and brand-building experience, Charlotte Lucich joined The Habit Burger Grill as director of product marketing and brand in 2014. Since joining The Habit, the company has tripled in size — growing from 90 restaurants to more than 270 in 13 states. Prior to The Habit, Lucich held marketing positions with Yogurtland, El Pollo Loco, The Ruby Restaurant Group, and Barbeques Galore. Lucich is known for being a creative problem solver who uses a team approach to achieve profitable business goals. She holds a bachelor’s degree in business marketing from California State University, Long Beach.




Heather Molina


Heather Molina is a digital marketer with 17 years of acquisition and inbound marketing experience through SEO and paid media initiatives — and a total of 20 years of interactive experience. She currently serves as the vice president of cross-channel marketing at Red Door Interactive. Molina has matriculated across various holding company agencies in her career, including Resolution Media (Omnicom), Catalyst (GroupM/WPP), and iProspect (Dentsu). Brands that she has worked on prior to Red Door Interactive — doing SEO and paid media — included Starbucks, P&G, GSK, Ford, Microsoft, Google, TD Bank, and Cheapflights. Molina earned a bachelor’s degree in media arts and journalism from the University of Arizona.




Sean Robertson


Sean Robertson is director, partnerships for DISH Media. He oversees sales partnerships in his role focusing on connecting new/non-traditional agencies and media technology to the DISH and Sling platforms to drive demand and reduce friction in the planning/buying process. Robertson joined DISH Media Sales in 2011 and has served on various teams across the organization including performance media, digital advertising, programmatic media, and addressable advertising. He earned his M.B.A. at Brown University and IE Business School. He also holds a B.S. in journalism with a focus in advertising from West Virginia University. Robertson lives in New Jersey with his wife Candice and sons Rafael and Brendan.




Joseph Gray


Joseph Gray founded television's largest cost-per-action advertising network, REVShare, in 1989. One of his companies, Global Media Productions, was acquired by TelAmerica Media, now Cadent Networks, where he briefly served as president in 1987-1988. In 2007, Gray raised an equity round from The Carlyle Group and HIG Capital, forming Media Property Holdings and Lead Generation Technologies, which operated a pay-per-call lead exchange in various verticals including legal tort, debt, and tax. Gray exited Media Property Holdings in 2012. Too young to retire, he created DRMetrix in 2012 to provide much needed insights and competitive data to the direct-to-consumer television industry.




Richard Radzik


As vice president of Kantar BVS, Richard Radzik is a veteran advertising industry executive with more than 25 years experience focusing on the media intelligence and monitoring marketplace. He has been the long-term manager of Kantar’s BVS solution, with a focus on sales and business development but is intimately involved in all aspects including: operations, technology, marketing, strategic partnerships, and account management. Kantar’s BVS solutions have allowed Radzik to interact with many marketplaces, including agencies, advertisers, direct marketers, networks, syndicators, optimization/attribution companies, and production/distribution facilities.




Jeff Nash


Jeff Nash is senior vice president, network ad sales, for Weigel Broadcasting’s MeTV Networks, the leader in the digital network space. He has been a key contributor in the launch and rollout of successful Weigel networks MeTV, Movies!, Heroes and Icons, Start TV, and Decades. Nash runs the Chicago-based sales group for MeTV Networks and oversees key hybrid DR, upfront, and scatter business for the group. Nash played a leading role in the creation of MeTV Unwired Networks. Nash has been with Weigel for more than 10 years, beginning in a local sales role with WCIU, Weigel’s Chicago independent station, and WWME, MeTV Network’s flagship affiliate.




Nickeisha Williams


Nickeisha Williams is the director of convergent DR ad sales at ViacomCBS, where she oversees the Kids & Family and Entertainment networks for DR linear and convergent sales, as well as selling TV Land and TV Land Classic networks. Williams is a Viacom veteran who has sold linear on many different Viacom networks and was recently instrumental in the launch of the direct digital DR sales business. Throughout her career, she has worked with all major DR advertising agencies and advertisers in all strategic facets to deliver their media goals. Williams also is a basketball fanatic and is always down to talk hoops.




Benjamin Speight


Benjamin Speight is executive vice president, director of client services at Lockard & Wechsler Direct. He is an integrated media strategist focusing in direct-to-consumer (DTC)/brand/retail marketing, customer acquisition, optimization, and ROI. Speight has cross-platform video experience across all traditional linear, streaming, and OTT channels utilizing a data-driven, optimization, and insights-oriented approach to customer acquisition and brand building. He understands the contribution each channel has on each other and the overall business. Speight has more than 20 years of diverse category experience across DTC/over-the-counter (OTC) pharmaceuticals, fitness, telecommunications, packaged goods, legal, education, financial, and many others.




Marcelino Miyares


Marcelino Miyares has spent 30 years evolving the Hispanic marketspace. Known for his market intelligence and resourcefulness, he co-launched d2H Partners in 2014 to lead more "crossover" clients to their Hispanic consumer path-to-profit. Miyares truly believes that brands need to “Enculturate or Die!” His marketing experience includes DRTV (Great Health Works, InvenTel, Telebrands, Capital Brands, Hearthware, and others); branded DR, lead-generation and retail work (Matrix, Lincoln Heritage, Hulu, Citibank, AT&T, PepsiCo, American Stores, and McDonald’s); and traditional direct marketing (Oxford Health, Sirius XM, Toys”R”Us, Home Depot, and others). Miyares is a Cuban-American native of Chicago and currently lives in Santa Monica.




Brian Judge


Brian Judge helps lead one of the largest direct response teams in the industry at Discovery Inc. In his current role as director of integrated media sales, DR, he is responsible for managing a team of account executives selling linear networks in the portfolio, as well as spearheading all things digital, OTT, VOD, and programmatic. He started his career on the agency side and was a director on a media buying team prior to joining Discovery. Judge resides in New Jersey with his wife, Sophia, and his three children: Liam, Ethan, and Kiera.




Christine Georgakakis


Christine Georgakakis is the vice president of direct brand marketing and advertising at REELZ Network. She is a direct marketing professional with extensive experience in the media industry and was named one of the Top Women in Media by Folio: magazine as an industry trailblazer in 2018.




Diana Boyles


Diana Boyles is a metrics-driven marketer and currently leads the offline media team at HomeAdvisor. Using data and research to inform decision-making, and a background in digital marketing, she applies the best practices of digital measurement to TV, streaming audio and video media. Boyles recently moved the offline media group in-house, and now works directly with a talented team of media planners, buyers, and analysts to execute and optimize a results-focused offline media strategy. Prior to her current role as vice president of offline marketing at HomeAdvisor, Boyles was the director of digital marketing at HomeAdvisor, and a marketing analyst with Exclusive Resorts. She holds a bachelor’s degree in mathematics the from University of Colorado.




Arminda “Mindy” Figueroa


Arminda “Mindy” Figueroa is founder and CEO of Latin2Latin Marketing + Communications (L2L), a multiple award-winning engagement solutions agency in Fort Lauderdale, Fla., with satellite offices in New York, North Carolina, and Puerto Rico. Figueroa is a leader in the traditional, multicultural, direct, and digital marketing fields. Prior to launching L2L, she was project director for Scholastic Media, and oversaw the launch of the No. 1-ranked PBS children’s television series Maya & Miguel. Previously, she held senior marketing positions at The Bravo Group (a Young & Rubicam agency), Univision.com, Verizon, and Anheuser-Busch. A sought-after speaker and expert, Figueroa is the published author of An Entrepreneur’s Guide to Surviving a Business Implosion and co-author and moderator of the Network for Executive Women and Latinarrific research study Elevating the Latina Experience in Corporate America, published in May 2020.




Walter Boza


Walter Boza joined Captura Group in 2019 as president/general manager as part of the founders’ vision to build the best cross-functional team of advertising professionals to continue the evolution of Captura Group as a best-in-class agency. He brings more than 25 years of experience in international and U.S. markets, having held leadership positions in multiple advertising disciplines. With a strong background in research and strategy, Boza has been an international account leader and a general manager. He moved with his family to Chicago in 2014 to lead the multicultural practice at FCB Chicago, including all direct response efforts for State Farm. A Venezuelan-born U.S. citizen, married to a Venezuelan woman and father of two U.S.-born kids, in his own words, Boza’s family represents the “full range of the acculturation spectrum.” He holds a master’s in communication management from the University of Southern California.




Michael Kropp


Michael Kropp is a media industry veteran of more than 35 years, the last 12 spent at Media Monitors, where, as the northeast sales executive, he has been responsible for sales of Media Monitors’ products and services in that region. Kropp also serves as the sales team specialist for the radio and direct response industries. Prior to his time at Media Monitors, he managed music and ad monitoring services at ABC Radio Networks, multi-media services at Bloomberg LP, and ran the affiliate administration department at CBS Radio Networks, before moving into affiliate sales.




Ray Harkins


Ray Harkins lives for music. His passion started with his exposure to Bob Dylan, The Monkees, and the “Phantom of the Opera” score. Independent music took over his life at 15 years old and hasn’t let go since. Through his experience working in various capacities in the music industry since 1999 — in addition to playing in international touring bands — his interest in entertainment has deepened. He’s been producing, booking, and recording his own podcast, 100 Words Or Less, since 2012; has previously worked at Stitcher/Midroll; and is currently the podcast strategy lead at iHeartMedia. He currently lives in Newport Beach, Calif., with his wife, son and dog.




Ben Bowlin


Ben Bowlin is the host of three iHeart Media podcasts: Ridiculous History; Strange News Daily; and Stuff They Don’t Want You to Know. He’s also a writer and host for HowStuffWorks.com, where he gets into any number of unusual and fascinating adventures. One of the best adventures — by far — is cohosting CarStuff, where he and Scott Benjamin cover everything that flies, floats, or drives. Although his favorite cars are Packards, he's intrigued by every vehicle he comes across, from the custom-built coaches of the past to the self-driving cars of the future. When he's not exploring all things automotive, Bowlin can usually be found writing, reading, dreaming up inventions or conducting experiments, usually related to pizza.





Moderators

Chris Foster


Chris Foster is vice president, new business at Modern Postcard, a national direct marketing company that services business of all sizes and in all markets. As a marketing and branding executive, he understands how to help any-sized business better position and brand themselves and tell their most authentic story to engage their audience. In addition to leading the creation and execution of new business strategies at Modern, he has taught brand strategy at UCSD Extension since 2009. Chris is a contributing author for TargetMarketing Magazine and NonProfitPro and has presented at numerous professional conferences nationally.




Anat Freed


Anat Freed joined Kingstar Media just after it was founded in 2003, as junior assistant and has worked her way up to senior vice president, media, and manages a team of 25. Skilled in media buying, customer service, analytics, and business development, Freed is committed to driving positive experiences and ROI for all clients — and demonstrating how lucrative and worthwhile it is to include Canada in your media and marketing plans. Kingstar Media is Canadian advertising agency based in Toronto, specializing in response-based, measurable media across multiple platforms including TV, radio, out-of-home, and — most recently — digital.




Nicole Cordero


An experienced and accomplished media and marketing executive, Nicole Cordero develops strategic and successful direct-to-consumer and customer acquisition multi-channel campaigns that deliver profitable results for top brands like Unilever, St Jude Children's Research Hospital, GrubHub, Draft Kings, Nestle, and Trip Advisor, among other worldwide companies. She also serves as the head of Multicultural at Havas Edge, identifying growth opportunities by connecting brands and the multicultural consumers in a culturally relevant and meaningful way. Cordero is extremely passionate about her Latino heritage and sharing her culture with others.




Thomas Haire


Thomas Haire is co-founder and chief content officer of Definitive Media Group, an event and trade publishing company, as well as co-founder and board member of the Performance-Driven Marketing Institute (PDMI), a non-profit trade association. Prior to serving in these roles, Haire spent 17 years as editor-in-chief of Response Magazine. He also served as the content director of Response Expo, a trade event in the marketing industry, from 2007-2018. He is a four-time Western Publications Association (WPA) Maggie-award nominee as editor-in-chief of Response and a two-time Eddie Award winner as a magazine editor and feature writer. A native Southern Californian and graduate of USC, Haire and his wife relocated to Massachusetts in 2018 and welcomed their first child, a son, that September.




Kevin Gaffney


Kevin Gaffney is executive vice president of product strategy at CoreMedia Systems. He has been with CoreMedia for 24 years and is a skilled client advocate, providing leadership for the business development, new product development, and workflow enhancement. He played a key role in syndicating CoreDirect, the industry’s leading media management tool that processes more than $10 billion in performance media annually. Before joining the company in 1996, Gaffney was a media buying supervisor and account executive at Time Buying Service and was part of the successful TBS Direct startup.




Christina Wong


Christina Wong is an audio media director at Havas Edge, a leading multi-channel performance marketing agency, with a passion for data and analytics. Her career started in ad sales but grew to touch most parts of audio, from production and promotions to negotiation and strategy, always seeking to think one step ahead. Outside of Edge, she’s a competitive dodgeball player, dad joke connoisseur, and professional Excel formula Googler.




Danielle Benigni


Danielle Benigni is a vice president, associate media director, as well as new business development at TouchPoint Integrated Communications. Her ability to straddle both roles comes from her expertise in cross-channel media campaigns, a true understanding of the direct-to-consumer marketplace, as well as what it takes to deliver results. She has more than 13 years of experience in the media industry, starting her career at TouchPoint, then working at both Mason and Stella Rising prior to rejoining TouchPoint in 2018. Benigni’s comprehensive understanding of the intersection of traditional and digital platforms helps her drive strategic and effective cross-channel media campaigns that deliver impactful results for clients. Her category experience spans the gamut of healthcare, CPG, retail, beauty, and financial/insurance.





Sponsored by

Mailing Address: 668 N. Coast Hwy. #181

Laguna Beach, CA 92651

Email: cust_svc@definitivemediagroup.com

Phone: (949) 549-4273

Reproduction — in whole or in part — is prohibited without written permission.

©2020 Definitive Media Group. All rights reserved.