Calendar of Events

Marcus Startzel

In the last few years, the “experimental” tag has been taken off of mobile, and brands have doubled down their commitment to the space. As a result of this success, a new stage had begun—a stage where brands are regularly seeing major results, and responding by making mobile a required component of all campaigns.

In this changing landscape, it has become more important than ever to understand the ecosystem. Not only are there frequent changes in the top operating systems and individual devices, but mobile consumer behavior has evolved as well. Brands that understand the space are using innovative targeting, distinct campaign goals, custom creative and much more to build campaigns that uniquely hit their objectives in ways not possible in other mediums.

During this session, Marcus Startzel from Millennial Media will walk through the latest trends and data while offering real world examples of how some of the largest brands in the world are executing and succeeding in mobile.

Sean Tresvant

• Sean takes you through the Jordan brand refresh after 25 years of maintaining their billion dollar business around the iconic Michael Jordan.
• How is the Jordan brand transitioning from the Man to the Brand?
• Learn how to push the envelope with digital, maintain the energy & excitement of your brand while keeping it fresh in the marketplace.
• Ultimately, you will learn how to keep your brand connected to your target audience through a company rebranding.

ModeratorEd Callahan

Baltimore’s Creative All-stars discuss their likes, their differences, and liquor.

Keynote SpeakerNancy Hill

Collaboration, Cooperation and Community in the Age of Content:
The 4A’s vision of the Future of Advertising.

Leading Mobile Application Developer, Accella, will discuss everything you need to know to properly educate your clients on developing mobile applications:

• A General Overview iPhone, Android, & BlackBerry Applications
• How does designing & developing a mobile app differ from a website or desktop app?
• What are the right questions to ask your clients to help you understand what they want to create?
• How can you tell if a mobile app is right for your clients?
• What do you need to know to properly price out a mobile app?
• What are some of the pitfalls in development that can really slow down a project?
• How to pitch a proof of concept to save yourself in the long run
• How much does an app cost?
• How to work with an outside vendor to help with development of an app

Rich Powell

Pulling the trigger on a digital campaign without a solid foundation is a recipe for failure. Prior to considering what new media channels work for a client, it’s important to analyze the Digital Media Marketing Pyramid and make adjustments before layering digital media strategy on top of the existing foundation.

Rich breaks down the Digital Media Marketing Pyramid (from bottom up) to show audiences:

• Why you need a “sticky” website to capture customers and which elements must be included for digital media campaigns to work
• When and where social media pages and outreach come into play and how to best use them
• Why owning a presence in a local market area using online profiles and listings is the key to a top search engine ranking
• How to optimize a website and online profiles (SEO)
• Tapping into the retargeting goldmine with a search and display mix
• Creating an effective display campaign (banners, video, social media and more)

Mark Goldstein

• Most new business pitches are lost not because of bad creative or bad strategy. They’re lost because of bad decisions.
• Mark will talk about the most important decisions in new business, and how rigorous and single-minded you have to be in making the right ones.
• The difference can turn you from the Orioles into the Yankees. Which would you rather your agency be?

Justin Kownacki

In this discussion, you will learn...

• How to create a hook that helps your content earn an audience’s attention
• How to tell stronger stories that people will relate to, react to, and share with others
• How to leave your audience wanting more — and coming back for it

Terry Hasseltine

• 3 elements every print ad must have and 3 things to avoid
• When and why to say no to an ad buy
• Identifying the audience
• K.I.S.S.

Jim Astrachan

Social media rules? What rules?

Social media sites like Twitter, Facebook, MySpace and LinkedIn provide an easy and effective way to reach diverse audiences. And for those who are involved in creating marketing and advertising communications through this medium, it’s important to be aware of the FTC’s new guidelines concerning transparency in social media.

Specifically the presentation will cover:

• Bloggers’ endorsements and testimonials
• Liability of advertisers for false or unsubstantiated statements by their endorsers
• Liability for failure to disclose connections between advertiser and endorser
• The use of disclaimers
• Endorser liability
• Illegal use of street teams

Author and legal expert Jim Astrachan will discuss these guidelines and what advertisers and agencies can do to make sure they are not engaging in deceptive practices. If you don’t know about these and other rules you need to attend this luncheon.

Steve Lance

• Find out why marketers and creatives can't get along... and how to fix it.
• Master the art of turning agency-client tensions into great advertising.
• Learn how to get your work approved by clients – the first time, (almost) every time.

Chris Cullen

• Building a brand positioning in a confederacy of competing interests.
• Generating a coherent communications activity against first ever positioning goals.
• Tidying up 135 years of aggressively rogue design behavior – without changing the logo.