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.
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.
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.
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.
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.
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.
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.
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.
Ben Bowlin, HowStuffWorks.com
Ray Harkins, iHeart Media
Moderator: Christina Wong , Havas Edge
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.
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 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.
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 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.
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.
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.
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.
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 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 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.