Opening Remarks: HOW WE GOT HERE
Event Chair Chris Graves, Global CEO of Ogilvy Public Relations, gets things started as he examines the evolution of content marketing and the implications for both the media and public relations industries.
ALL STAR DEBATE: Content Frenzy – Holy Grail… or Spam-a-lot?
Featuring Lewis DVorkin, Chief Product Officer at Forbes Media; Eric Harris, EVP of Business Operations for Buzzfeed; Adi Ignatius, Editor-in-Chief for Harvard Business Review; Jeff Jarvis, Author of BuzzMachine; Raju Narisetti, SVP & Deputy Head of Strategy for News Corp; Amy Webb, Founder & CEO of Webbmedia Group. Moderated by Chris Graves, this group of star panelists discuss the business implications of branded content and the effect it is having on the media landscape, and what it means to communications professionals and marketers.
| Native Advertising – Devils Pact or Smart Business | Why agencies derail native advertising |
| What’s the most useless
content metric? |
The one metric that matters for
content marketing |
| Content & Ethics – The dangers of
being technically right |
Everyone’s banking on native
advertising – there’s too much |
| Don’t be listicle sheep – Content is a ****** business | We’re thinking too narrowly about content |
| Reducing content costs | The only non-renewable
resource is time |
Panel Discussion – Making Content: Buy, Rent, Hire or Build?
Moderator Aedhmaer Hynes, CEO of Text100, led a discussion with Michael Brenner, VP of Global Marketing & Content Strategy for SAP; Rebecca Lieb, Digital Advertising & Media Analyst for Altimeter Group; Shane Snow, Co-founder & CCO of Content.ly; Anthony Surratt, Group Vice President at Time Warner Cable; Ben Wolin, Co-founder & CEO of Everyday Health. Participants discussed the various methods, and the pros and cons, in which an organization can build compelling content.
| We will always need storytellers | Who owns content? |
| You can’t walk out of your building
without falling over unemployed journalists |
Using the magazine platform |
| Buildings don’t buy software | Who are you outsourcing your
content to? |
| How do you create a viral video? | Building content within
an organization |
Punked, Parodied & Brandjacked: What we can learn from the masters of satire
Here is a conversation with Chris Bruss, President of Branded Content for Funny or Die, and Tony Hendra the writer and satirist who is best know for his role as manager Ian Faith in This Is Spinal Tap. Moderated by Chris Graves, Bruss and Hendra share their comedy experiences and offer opinions on how companies can effectively use humor in branded content. Or not.
| Laughter can change minds | How would you fix the healtchare
website crisis? |
| Why cool guys don’t work
for comedy |
What is Will Ferrell really like? |