Wrapping up three packed days of information, inno-vation and networking in style, tonight’s PromaxBDA Promotion, Marketing and Design Awards show is not to be missed.

Hosted by hilarious actor and comedian Jay Mohr, the awards show is your chance to celebrate with your peers as the best and brightest are honored for their achievements over the past year in entertain-ment marketing.

This year’s awards have extra clout thanks to PromaxBDA’s new selection process, in which an esteemed jury comprised of top-level promotion, design and marketing executives, deliberated over hundreds of nominees during two private judging sessions in Los Angeles and New York City, and placed the �nal gold, silver and bronze award winners for the North America competitions.

The addition of the jury “is all a part of making the PromaxBDA Awards ‘weigh’ a bit more and ‘shine’ a bit brighter” said Roger Hyde, SVP of creative services and brand integrity for DIRECTV and chair of the Pro-maxBDA Awards Committee. “It adds some additional luster to the awards and continues to raise the stakes of the competition to ensure they are truly the highest industry honor possible.”

Some of the top in-house �nalists from the North American Promotion, Marketing and Design awards include: A&E Television Networks; Bell Media Agency;

STILL WINNING

IT’S GOLD TIME

Continued on p.4 Continued on p.12

BREAKING NEWS & NOTES INSIDE

Please note the following session updates for Thursday, June 14: Facebook’s Susan Johnson has been added to the panelists of “Metrics Mayhem” at 10:15 a.m. Adam Stewart is no longer a part of “Non-Traditional Adventures in Traditionally Traditional Media” at 11:45 a.m. – he has been replaced by Scott Falzone, Google’s head of industry, media and enter-tainment. Be sure to check the agenda on p. 18-19 for any schedule updates.

By Justin W. Sanders

By Eunice Roh

A content industry rapidly heading toward ubiquity? p.6

Branding visionaries honored in annual ceremony. p.6

Spots that bring co-branded promotion to an artform. p.10

Former Two and a Half Men star (the original!) and Golden Globe Award winner Charlie Sheen added a power-punch to the already impres-sive session lineup yesterday via an on stage conversation with Access Hollywood’s Billy Bush. The media giant discussed his latest projects, a successful acting career that has lasted more

SHEEN SHINES IN THE DIAMOND BALLROOM

Billy Bush and Charlie Sheen

than 30 years, and how his personal brand has survived multiple bouts of erratic behavior to emerge as strong and likeable as ever.

Bush kicked o� the interview with several ques-tions about Sheen’s upcoming FX series, Anger Management. Premiering June 28, the show

SESSION UPDATES

THURSDAY, JUNE 14, 2012@promaxbda #promaxbdaus

TONIGHT’S AWARDS HONOR BEST IN MEDIA MARKETING, PROMOTION AND DESIGN

DIGITAL DOMAIN: ALBERT CHENG ON APPS, IPADS AND SECOND- SCREEN VIEWING

Albert Cheng

It’s Gold Time continued from p.1

As Disney/ABC Television Group’s EVP and chief product o�cer, digital media, Albert Cheng is leading the charge of social strategies, systems and platforms being utilized not only by the network, but by the industry as a whole.

In his current position, which he has served in since 2005, Cheng leads the general management and strategic oversight of digital media and develop-ment of ancillary revenue streams for Disney/ABC Television’s properties including ABC Entertain-ment, ABC News, ABC Daytime, ABC Family, Disney Channel and SOAPnet. He also oversees the Group’s digital media content platforms including video-on-demand, broadband, web-based and mobile platforms and interactive television technologies.

In anticipation of today’s session “Innovation Com-mittee Presents: Social Comes of Age: A Chat with Albert Cheng,” the digital guru chatted with Shanna Green about what’s next for Disney/ABC Television.

ABC has been one of the networks leading the charge in content on the iPad. Can you tell me a little bit about what you’re doing with second-screen viewing on the iPad? Second-screen opportunities at this point in the industry are really in the emerging and early stages. What’s really great is being able to see a lot of play-ers out there – a lot of di�erent apps that are trying to use the iPad or the iPhone as a way to interact with television content. At this point, it’s a totally open �eld. No one really knows what’s working. We’ve certainly done a lot of di�erent experimen-tations in second stream that have yielded some interesting results. The space is big enough for a lot of people to play in it.

Aside from the iPad, what are some other digital opportunities ABC is focusing on this year? It’s primarily what we call the post-PC future – that’s what we’re focused on. So, it’s not just the iPad. It’s also phones and smartphones. The idea that com-puting will move away from the PC and into screens that are much more personal, more mobile and very conducive to media consumption.

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NEWS and EVENTS

CBS; Comedy Central; FX Network; HBO; NBC; Showtime Networks Inc; Turner Sports – CSSU and USA.

And for the same competition, top agencies or out-of-house production house �nalists include: bpg; Studio City; Troika; World Wide Wadio; and 2C Media.

Top nominated in-house �nalists for the Global Excellence Promotion, Marketing and Design awards include: BBC Worldwide; CNN; Creative Solutions – P7S1 Deutschland GmbH; Discovery UK Creative; Fox Channels Italy; Injaus/Turner International Argentina; Mediacorp TV Singapore; and Universal Networks Germany.

For agencies and out-of-house, �nalists include: BDA; Monarchy; Promotheus; Studio Zoo for DStv; and Televisa SA de CV.

These companies are only a handful of the many being honored in an evening packed with even more incredible industry work. So come celebrate another great year at the PromaxBDA Awards Show tonight, and kick summer o� in style. You might even walk out with some new gold bling for the o�ce.

Pre-Awards Show Reception: Diamond Ballroom Foyer, 5:30 p.m.

2012 PromaxBDA Promotion, Marketing and Design Awards Show: Diamond Ballroom, doors open at 6:30 p.m., show starts promptly at 7:00 p.m. ●

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What is social media’s role in this? Social media is the glue that ties the experience together between people and devices. When we think of social, it’s not a separate thing that we do. It’s integrated. It’s seamlessly intertwined in all the digital products that we have because people inher-ently want to be able to share and connect with their friends. So, how do we use social media platforms as sort of the membrane that ties these experiences together? That’s how we look at social.

Fellow Conference speaker Rick Lewchuk, SVP of Bell Media Agency and brand strategy, Bell Media, recently said he feels like the iPad is the best thing to happen to broadcast television in recent years as the two-screen experience will drive people to watch in real time. Would you agree with that? I would say it presents the best opportunity for broadcasters to be engaged because of the two-screen experience. I don’t think it’s there yet, but I do think of all the devices out there, the iPad presents an enormous opportunity for broadcasters. I think we’re just at the tip of the iceberg. We’re just still starting to tap into it.

GET YOUR FINGERS ON THE PROMAXBDA APP The official app for the PromaxBDA conference was lovingly created by Click 3X. To find the PromaxBDA app for iPhone and iPad, search "PromaxBDA" on the Apple iTunes App Store. For Android, search "PromaxBDA" on Google Play.

We are a full-service creative group with powerful capabili-ties. From development through execution, we specialize in promotion, branding and marketing of on-air, off-air anddigital components. Our clients include MTV, VH1, PBS, CBS, EPIX, HBO, Discovery, Lifetime, A&E, CMT and BET.

Are there any platforms, apps, or technologies with a hot buzz around them that you don’t see lasting? It’s not necessarily a buzzer or a platform, but more about product functionality: The idea around check-in. Companies that use check in as a primary product feature, they need to move beyond that pretty quickly if they’re going to maintain their users. In my opinion, if an app is just about checking in, the novelty will wear o� quickly because people will realize there’s not much value that is being added to their lives.

What are some of the ways to add value or make check-ins a more rounded experience? Check-in is a nice entry point to get people to use an app, but over time they’re going to have to start thinking about what can your app solve for the user that they’re having di�culties in doing now? Check-ing in is not solving a problem. It’s giving a person the ability to brag about stu�, but that novelty wears o� really quick.

You can see people who can’t move beyond check-in, and that’s going to be a really tough haul without

any other bene�ts to it. They just have to �gure it out. They should be asking the users, what other things can we be doing for you that will enhance your television viewing experience? Those can follow-up many di�erent lines: Can we provide the additional content? Do we want you to have a live viewing party at the same time? What is it that people value that they can continue to bring in?

Right now, the check-in function and then sort of the ancillary Internet content is nice, but I’m not sure that’s going to be enough to power through the market. ●

TV Everywhere, the buzz phrase of the year, has been talked about for a while, but the reality of the idea is only now �nding its momentum. As it becomes more ubiquitous, for media marketers, however it’s raising the question of how to handle this new medium as a force for �nding (and keeping) audi-ences on many di�erent platforms and channels.

During yesterday’s session, “TV Everywhere and Anywhere – How the Content Industry Is Building a New Mousetrap,” network executives and creatives a�ected by emerging platforms discussed the new opportunities and the new challenges they bring.

PROMAXBDA, BROADCASTING & CABLE AND MULTICHANNEL NEWS HONOR 2012 BRAND BUILDERS

TV EVERYWHERE, INCLUDING PROMAXBDA: THE CONFERENCEBy Jennifer Konerman

Moderator Andrew Rosenman, president of Arise Communications, began by posing the question: With TV Everywhere serving as such a broad term, what does it actu-ally mean when put into practice? Diane Robina, president of Robina Consulting, replied: “The idea that you can take your TV with you, wherever you are. You can watch Girls in your living room, or after you walk away from it.”

When the speakers agreed that consumers expect a lot from their viewing habits now – everything in one easily searchable, all-en-compassing location – Rosenman

turned to the added issue of users’ expectations and weighing that against the reality of putting programming in one place, expecting users to be able to make a simple choice.

“There’s a lot of choice to give consumers. Some of us remember when the only choice was getting up to change the channel,” he said. So, should program-mers and marketers be more concerned with SEO and less concerned with straight, linear programming?

“What I see is that it’s really more about the end user and their choice,” Jose Caballer, chief education of-

�cer of The Skool (and a self-proclaimed cord-cutter), answered. “We need to understand the user experi-ence from a content and marketing perspective.”

Yet the time-sensitive promotion model remains. “Everyone’s accepted that viewers want to view content in a time-shifted manner, but there’s still a motivation to promote the content in a way to drive ratings performance,” said Court Shannon, VP of media at TiVo.

But if you’re promoting viewing anytime, anywhere, who gets promoted? Another issue arises where the more players there are, the less playing time each gets. If a network is showing a series on someone else’s digital platform, who owns the promotions? Services like TiVo and Net�ix can act as a barrier between user and content.

“If we put the content behind a wall, there’s no branding of the network. You don’t want to start diluting the brand,” said Robina.

And, perhaps the biggest question that remains is, how do you measure something that’s everywhere all at once, and how do the economics work for that kind of ubiquitous platform?

According to Caballer, “it’s the pink elephant in the room – the conversation about monetization is really going to drive the next step of TV Everywhere.” ●

Moderator Andrew Rosenman with speakers Diane Robina, Jose Caballer and Court Shannon

Last night, in an exclusive ceremony at the JW Marriott’s ION, PromaxBDA, Broadcasting & Cable and Multichannel News recognized four marketing and promotion executives responsible for leading some of today’s top brands by hon-oring them with the tenth annual Brand Builder Awards.

This year’s Brand Builder Awards recognized Paula Kerger, president and CEO of PBS; John Landgraf, president and GM of FX Networks; Tony Rogers, SVP of brand marketing and advertising at Walmart; and John Weiser, president of US Distribution at Sony Pictures Television.

“We are thrilled to honor these four industry leaders for their innovation, creativity and outstanding achievements in leveraging their brands to be at the forefront of their industries,” said PromaxBDA president and CEO Jonathan Block-Verk. ●

John Landgraf, Tony Rogers, Paula Kerger and John Weiser

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NEWS and EVENTS

tenmatthew rolstonjill greenbergkevin lynchmichael mullerart streiberbrian bowen smithyu tsaimatthias clameralex stoddardjc dhienten photographers showcase their ar twork in a one of a kind silent auction exclusively at the 2012 PromaxBDA conference.All of these rare pr ints are signed editions. Silent auction ends June 14th at 7pm. All proceeds go to the Promo Pathway Program.

Presented and curated by

CLIENT: bpg

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SCALE: 100% PA: Patrick LakeyPROJECT: PROMAX ART AUCTION SPREAD

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tenmatthew rolstonjill greenbergkevin lynchmichael mullerart streiberbrian bowen smithyu tsaimatthias clameralex stoddardjc dhienten photographers showcase their ar twork in a one of a kind silent auction exclusively at the 2012 PromaxBDA conference.All of these rare pr ints are signed editions. Silent auction ends June 14th at 7pm. All proceeds go to the Promo Pathway Program.

Presented and curated by

CLIENT: bpg

06/08/12 JOB NUMBER:

FILE NAME: BRIEF_ArtAuction_SPREAD_M01

SCALE: 100% PA: Patrick LakeyPROJECT: PROMAX ART AUCTION SPREAD

SAFETY:15.75" X 10.375"

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BLEED: 17" X 11.125" ON SALE DATE: ROUND: A01

PUB: BRIEF

ISSUE DATE:

YELLOW CYAN MAGENTA BLACK

APPROVALS:PA CD AE

110 s. fairfax suite 355los angeles ca 90036main 323.954.9522

For The Conference 2012, The CW, Workshop Creative, Man Made Music, Jason Marks Talent and PromaxBDA presented Making the Cut, a competi-tion for college students designed to capture and ignite the imagination of the next generation of creative talent.

Seth Berkowitz and Chris Donovan

NEWS and EVENTS

PROMAXBDA AND THE CW MAKE ANOTHER CUTBy Jennifer Konerman

Each entrant was given instructions to create a promo portraying one of The CW’s hit shows: The Secret Circle, Vampire Diaries or Supernatural. Using footage provided by The CW, music and sound by Man Made Music and voice over talent from Jason

Marks Talent, entrants set out to produce their own spot showcasing their promo-making skills. Work-shop Creative’s Seth Berkowitz and The CW’s Chris Donovan presented the award on Wednesday.

“I am really pleased to be back for what will be our sixth installment of Making the Cut for PromaxBDA,” said Chris Donovan, SVP of creative on-air and online at The CW. “If we were a movie franchise this would be our The Half-Blood Prince or Revenge of The Sith year. It’s going to be great!”

This year’s PromaxBDA Making the Cut winner is Ruth Wels from Bethany Lutheran College, who made an intriguing promo for the show Supernatural entitled “Sodium Borate.” After slowly breaking down how a scientist would make sodium borate as a paranormal-killing weapon, the Winchester brothers unleash it on their enemies in an action-packed sequence.

Wels was provided with a free pass to PromaxBDA: The Conference in Los Angeles this year and also became eligible for an internship at The CW Televi-sion Network. ●

PARTNERS IN PROMOBy Justin W. SandersTHE SPONSOR SHOP TALKS BRAND INTEGRATION

It’s hard enough to create a :15, :20 or :30 that suc-cinctly and entertainingly tells a brand’s story, but what’s a creative team to do when multiple brands have to be stu�ed into that same time frames? As Matt Bunting and Rick Dascher, of The Sponsor Shop at Turner Entertainment Networks, demonstrated in today’s session, “The Best of Brand Integration,” many teams relish the challenge, and shine even brighter.

Dascher, The Sponsor Shop’s executive director, designed “The Best of Brand Integration” himself, and brought it to PromaxBDA when a call was sent out for original Conference session ideas in the spring. His hunch for what attendees would want to see was spot-on – this event was standing-room only with people getting turned away at the door.

Those who didn’t get in missed a jam-packed hour of promos where networks brilliantly tied together sponsoring brands with their own branded content. Bunting and Dascher combed through hundreds of spots to unearth gems like an ION Television/M&Ms collaboration wherein a blissful group of partygo-ers plucks the little chocolates from a swirling candy cloud �oating around the living room. Dascher de-scribed the 30-second spot as “having everything… the client branding, the networking branding, and all for only $10,000.”

Many of the clips featured partnerships between net-works and feature �lms, such as Turner Sports’ memo-rable “Brackets” spot that combined the promotion of upcoming coverage of NCAA March Madness with

a plug for Sony Pictures’ 21 Jump Street. In an ingenious plot device, especially considering it all unfolds in less than a minute, the �lm’s cop duo leads, played by Jonah Hill and Chan-ning Tatum, arrest a thief who has made o� with an innocent bystander’s tournament bracket, only to keep it for themselves when they realize it looks like a winner. The project was an example of coming up with a brilliant cam-paign and then just selling it beautifully to a sponsor, explained Bunting.

Some spots from the session looked into how creative teams can rise to the occasion when show tal-ent is unavailable for an integration – as in a recent Big Bang Theory/Budweiser integration that cleverly used a set that resembled the iconic sitcom’s world, creat-ing its look and feel with nary an actor to be found. Other spots looked into what can happen when talent is available (on those rare occasions) – as in a clever TBS/AT&T integration featuring Conan O’Brien detecting a whi� of onions on the tablet displaying his show’s new app, and worrying that someone used it to make a sandwich on.

Rick Dascher and Matt Bunting

All the integrations were impressive examples of bringing disparate parts together and making them work harmoniously in extremely brief periods of time, with extremely limited budgets. More than a delicate balancing act, the teams behind these spots are nothing less than artists working within an incredibly di�cult form. “On-air works in poems,” Dascher said, “brand integrations are working with haikus.” ●

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NEWS and EVENTS

revolves around the life of a baseball player who injures himself due to his anger management issues and has to go to therapy. Despite being a producer of the show and a major force behind its creation, Sheen had trouble categorizing it, �nally settling on a “family show… not going far from classic comedy.”

Easier for the actor to elaborate on was the series’ unprecedented arrangement with FX, wherein the network has committed to 10 episodes up front, but

Some of the most powerful names in network television come from the market-ing side of the industry, and in today’s session, “The Wonder Years: What Careers in Marketing Taught Television’s Top Executives,” attendees will get an inside look on what �ve network heads learned from their time in the trenches.

Whether it was a determined mentor, inspirational advice or classic quotes that kept them going and pushed them further, Suzanne Kolb, president of E! Enter-tainment, Chris McCumber, co-president of USA Network, Scot Safon, EVP of CNN Worldwide and GM of HLN, Michael Smith, GM of Cooking Channel, and Amy Winter, GM of TLC, will speak about their professional successes (and failures), how jobs in marketing led them to successful careers in media, and the life les-sons they’ve learned along the way.

And, as a prelude to the session, we’ve got some sneak peek tips:

According to Kolb, it’s a good idea for creatives to start making themselves valu-able at an early age. “In the early stages of your career, make sure you work at

A LITTLE ADVICEBy Jennifer Konerman TELEVISION’S TOP EXECUTIVES DISCUSS HOW MARKETING IMPACTED THEIR CAREERS

places that are understa�ed so you can be involved in as much as possible,” she said. “Work for people you respect and listen to everyone.”

Cooking Channel’s Smith re�ected on wise words from �gures like Maya Angelou, Abraham Lincoln and the Buddha, but something that stood out was from Lao Tzu: “The greatest leader forgets himself and attends to the devel-opment of others. Good leaders support excellent workers. Great leaders support the bottom 10%.”

TLC’s Winter recommends focusing on objectivity and stepping back to see the bigger picture. “Creative direction requires evaluating the work on its own mer-its… not by how you would have approached it,” she said.

Check out other tidbits of advice about how to take your experience in marketing and promotions to the next level at “The Wonder Years: What Careers in Marketing Taught Television’s Top Executives,” on Thursday at 10:15 in the Diamond Ballroom. ●

Suzanne Kolb, Chris McCumber, Michael Smith, Amy Winter and Scot Safon

Still Winning continued from p.1

will purchase an incredible 90 more should the initial installments �nd success. “The word ‘blockbuster’ comes to mind” Sheen joked then said, in all serious-ness, “the model for this show is kind of new and could change the way television is produced.”

Known for his personal ups and downs in recent years, Bush wondered about the longevity of Sheen’s personal brand. “It’s the oddest thing in the world to me,” Sheen replied, surprised he has a

Sheen’s upcoming FX series Anger Management

brand at all. He attributed his enduring popularity to his core decency as a person, to the fact that his “bad boy” behavior has never harmed anyone other than himself. “You can attempt comebacks, but at some point you need to be let back in,” he said. “I wasn’t begging to be let back into the party covered with someone else’s blood.”

Something of a Twitter prodigy, Sheen reached 1 million followers less than 24 hours after joining the social network. Still, he confessed to making fun of Twitter until the day he signed up and that he has had an outside party manage his tweets at times.

“I have to have a guy between me and ‘send’ at 3:00 a.m.,” he cracked. “Right now I sneeze and China knows about it.” On his recent attempt to capitalize on this surrounding media frenzy with a live show he joked, “Stick to what you know. Don’t go on a 21-city tour in 33 days with no act.”

When asked by an A&E executive what kinds of pro-mos he responds to, Sheen summed up the secret to media marketing success about as succinctly as it can be: “If the clips suck, I’m not watching,” he said. The crowd went wild. ●

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PROMAXBDA THANKS THE FOLLOWING COMPANIES FOR THEIR SUPPORT OF THE CONFERENCE: 2012

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SPONSORS and PARTNERS

June 18-20JW Marriott Los Angeles at L.A. LIVE

Special limited rates will be announced onMonday, October 1, 2012 at PROMAXBDA.ORG.

Be sure to include this line item in your 2013 budgets!

THE CONFERENCE 2013

“SOCIAL MEDIA, ESPECIALLY TWITTER, HAS CHANGED THE WAY SHOWS AND THINGS ARE MARKETED, AND POTENTIALLY SOLD.”

—CHARLIE SHEEN

“IN MY OPINION, AND NOT JUST IN TELEVI-SION, THE POWER OF HISPANICS CANNOT BE DENIED.”

—LEON KRAUZE Mexican Journalist

“IT’S VITALLY IMPORTANT TO KNOW HOW SOCIALLY DRIVEN MILLENNIALS ARE.”

—DOUNIA TURRILL SVP, Client Insights

The Nielsen Company

SCLICKS and QUOTE

Bill Hartnett, Guy Slattery and Michael Vamosy

Videophonic participantsBoot Camp attendee

Deb Roy Lee Hunt Linda Button Niels Schuurmans

John Young Justin Cone

Opening Night attendee Opening Night attendeeNeal Weisenberg and Abel Sanchez

“CONTENT CONSUMPTION CONTINUES TO RISE YEAR IN AND YEAR OUT, BUT WHAT THEY ARE WATCHING IS CHANGING.”

—JOHN PICCONE SVP, Sales

Simulmedia

“WE FIND THAT MARKETERS ARE LOOKING FOR ENGAGEMENT. ENGAGEMENT IS THE HARDEST THING TO DO.”

—CHIQUI CARTAGENA VP, Corporate Marketing

Univision Communications, Inc.

“MILLENNIALS TEND TO BE A CONFIDENT GENERATION. THEY WERE TOLD THEY COULD ACCOMPLISH MANY THINGS. BUT MILLENNIALS ARE ALSO TEAM PLAYERS WHO WERE TOLD TO WORK WITH ONE ANOTHER.”

—MIKE HAIS Partner

Mike and Morley LLC

Roy Spence Opening Night Party attendees

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Opening Night Party attendees

Oprning Night Party attendees Bill Bergo�n

Stephen ArnoldKyle Cooper

Mark Valentine

Danixa DiazMelissa Grego and Louis Hillelson

“WHEN YOU CLIMB THE LADDER, YOU DON’T PULL THE LADDER UP, YOU PUT THE LADDER BACK DOWN FOR SOMEONE ELSE.”

—ROY SPENCE Chairman & Co-Founder, GSD&M;

CEO & Co-Founder, The Purpose Institute

“MEDIA BRANDS ARE DYNAMIC AND THEY’RE ORGANIC. OUR BRANDS HAVE TO BE ABLE TO GROW AND CHANGE WITH OUR AUDIENCE AS WELL.”

—LEE HUNT Principal

Lee Hunt LLC

“WE HAVE A PRETTY SIMPLE PLAN FOR PITCH WORK, AND THAT’S TO HAVE FUN WITH IT.”

—VEVA BURNS Designer

Framework LA

“OFTEN TIMES, 80� OF THE “NOS” YOU GET AREN’T ABOUT THE CREATIVE, IT’S THE STRATEGIC.”

—MATT BUNTING SVP Creative, The Sponsor Shop Turner Entertainment Networks

“AT SOME POINT WHEN YOU’RE IN AN EDIT BAY, YOU’RE STARING AT A SPOT THIS CLOSE AND IT’S HARD TO SEE CLEARLY.”

—J.A.S. SUSTRICH VP, Creative

Lifetime Networks

“WE ARE CLOSE TO A TIME WHERE DIGITAL PROCESSES AND ANALOGUE PROCESSES ARE INDISTINGUISHABLE.”

—JUSTIN CONE Founder & Editor-in-Chief, Motionographer.com;

Director of Special Operations, Psyop

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AGENDA

9:00AM 9:00AM 10:15AM 11:45AM SUSAN KANTOR LIZ HUSZARIK PAMELA KAUFMAN BETTY WHITE

8:00AM

9:00AM

10:15AM

9:45AM

12:30PM

10:30AM

11:45AM

11:15AM

TURNING TWEETS INTO TRPS: HOW SOCIAL TV IS DRIVING VIEWERS, RATINGS AND OTHER MEANINGFUL STUFF

PROMO BOOT CAMP: THE ESSENTIAL ONE-STOP SHOP: TIPS FOR THE CRAFT OF PREDITING

PROMAXBDA LIFETIME ACHIEVEMENT AWARD PRESENTATION: BETTY WHITE

NETWORKING BREAK

MODERATOR: Zach Rosenberg, EVP, Chief Growth O�cer, Horizon Media PANELISTS: Damon Burrell, VP, Consumer Marketing, MTV Julianne LaMarche, President, Digital, Social & Mobile, Trailer Park Je�rey Mirman, VP, Marketing, Turner Sports Susan Solano Vila, EVP, Marketing, Telemundo

SPEAKER: Jason Scherbert, Founder, Ignition Post

HONOREE: Betty White, Actress, Comedienne, Author & Advocate for the Welfare of Animals INTERVIEWED BY: Giuliana Rancic, E! News Managing Editor & Anchor

BETTY WHITE ELITE MEMBER ONLY BOOK SIGNING–Invitation Only

THE POP CULTURE PHENOMENON OF SPONGEBOB SQUAREPANTS SPEAKERS: Mark Caballero, Co-Founder, Screen Novelties Pamela Kaufman, CMO, Nickelodeon Networks Tom Kenny, Actor/Comedian & Voice of SpongeBob SquarePants Paul Tibbitt, Executive Producer, SpongeBob SquarePants Seamus Walsh, Co-Founder, Screen Novelties

METRICS MAYHEMSPEAKERS: Rick Haskins, EVP, Marketing & Digital Programs, The CW Susan Johnson, Entertainment Marketing Lead, TV Vertical, Facebook Hiram Norman, VP, Digital Media, Warner Bros. Worldwide Television Marketing; GM, CWTV.com Dounia Turrill, SVP, Client Insights, The Nielsen Company

NON-TRADITIONAL ADVENTURES IN TRADITIONALLY TRADITIONAL MEDIASPEAKERS: Scott Falzone, Head of Industry, Television, Google Sarah Goodnow, VP, Civic Entertainment Group Rick Lewchuk, SVP, Bell Media Agency & Brand Strategy, Bell Media Lori O’Connor, Publisher, TV Guide Magazine

EVOLVING MEDIA PROMOTIONS AND THE LAW: SOCIAL, MOBILE AND ONLINE MARKETING AND PROMOTIONS

PROMO BOOT CAMP: TAKING CONTROL OF YOUR CAREER

SPEAKER: Alan Friel, Partner, Edwards Wildman Palmer LLP

MODERATOR: Steve Spector, Partner, ML Search SPEAKERS: Kathy Dailey, Strategic Consultant & Executive Coach, Dailey & Company Princell Hair, SVP, News and Talent, NBC Sports Group Roger Hyde, SVP, Creative Services & Brand Integrity, DIRECTV Niels Schuurmans, EVP, Brand Marketing & Creative, Spike TV

PLATINUM FOYER GEORGIA 1 & 2 DIAMOND BALLROOMATRIUM 2 OLYMPIC 3

SALON DSALON A SALON FSALON E PLAZA 1,2,3

THE UPFRONT AND PRESENTATIONS SURVIVAL KIT MODERATOR: Chris Sloan, President & Executive Creative Director, 2C Media PANELISTS: Andy Baker, SVP/Group Creative Director, National Geographic Channels Brian Dollenmayer, EVP, On-Air Promotions & Marketing Operations, Fox Broadcasting Company Susan Kantor, EVP, Marketing, Warner Bros. Domestic Television Distribution Patrick Trettenero, VP Creative, Branded Content, Character Brandworks, USA Network

THE WONDER YEARS: WHAT CAREERS IN MARKETING TAUGHT TELEVISION’S TOP EXECUTIVES MODERATOR: Peter Liguori, Former Chair, Fox Broadcasting; Former COO, Discovery Communications SPEAKERS: Suzanne Kolb, President, E! Entertainment Chris McCumber, Co-President, USA Network Scot Safon, EVP, CNN Worldwide; GM, HLN Michael Smith, GM, Cooking Channel Amy Winter, GM, TLC

NETWORKING BREAK

INNOVATION COMMITTEE PRESENTS: SOCIAL COMES OF AGE: A CHAT WITH ALBERT CHENGSPEAKER: Albert Cheng, EVP & Chief Product O�cer, Digital Media, Disney/ABC Television Group INTERVIEWED BY: Melissa Grego, Executive Editor, Broadcasting & Cable

DESIGN COMPANIES YOU NEED TO KNOW

THE 2012 TOP 5 MEDIA INSIGHTS YOU NEED TO KNOW… OR PERISH

PROMO BOOT CAMP: EXTREME LISTENING

SPEAKERS: Shanna Green, Editorial Director, PromaxBDA Amy Troiano, VP, On-Air Promotion, Bravo

MODERATOR: Gordon Ho, CEO, GKH Media & Chair, PromaxBDA Re-search & Insights Committee SPEAKERS: Liz Huszarik, EVP, Media Research, Warner Bros. Domestic Television Distribution Mike Quigley, Director of Consumer Marketing, YouTube/Google Howard Shimmel, EVP, Chief Revenue O�cer – Media & Advertising Analytics, Nielsen

SPEAKERS: Janet Kestin, Co-Founder, Swim Nancy Vonk, Co-Founder, Swim

REGISTRATION & EXHIBITS OPEN

ELITE MEMBER LOUNGE OPENS

Registration Sponsored By

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Doors open at 6:30 PM. Show starts promptly at 7:00 PM

12:30PM

2:45PM

LUNCH BREAK

NETWORKING BREAK

2:00PM 2:00PM 3:15PM 7:00PM KAY MADATI OREN AVIV MICHAEL OUWELEEN JAY MOHR

2:00PM

3:15PM

4:00PM

4:15PM

5:30PM

7:00PM

TRANSFORMATIVE APPROACHES TO UNDERSTANDING AUDIENCE ENGAGEMENT

IT’S A SMALL WORLD: A GLOBAL LAUNCH TO TOUCH VIEWERS AROUND THE PLANET

DRINKING IMPROVES CREATIVITY

THE SONIC BRANDING REVOLUTION

MODERATOR: Katerina Zacharia, Director of Industry Development & Diversity, PromaxBDA SPEAKERS: Alex Alonso, VP, Marketing, mun2 Je�rey Bowman, Cross-Cultural Practice Lead, Ogilvy & Mather Christie Kawada, SVP, Client Services & Strategic Marketing Science, Nielsen Entertainment Kay Madati, Head of Entertainment Marketing Strategy, Facebook

SPEAKERS: Joe Earley, President, Marketing & Communications, Fox Broadcasting Company Claudine Lilien, SVP, FOX ONE Cristina Mancini, SVP, Worldwide Marketing, 20th Century Fox Television Distribution Alexandra Marinescu, VP, Entertainment Marketing, Fox International Channels Shannon Ryan, EVP, Marketing & Communications, Fox Broadcasting Company

MODERATOR: Michael Ouweleen, SVP Group Creative Director, Cartoon Network SPEAKERS: Blake Hazard, The Submarines Andrew Jarosz, Co-Author, Uncorking the Muse: Alcohol Intoxication Facilitates Creative Problem Solving Atiba Je�erson, Photographer, Musician, Skateboarder Matt Knudsen, Actor/Writer/Comedian

SPEAKERS: Joel Beckerman, Founder/President, Man Made Music Cynthia Biamon, Partner & GM, Los Angeles, Digital Kitchen Craig Stout, Senior Creative Director, Interbrand

LIVING FOR THE WEEKEND: TALES FROM THE BIG SCREENMODERATOR: Seth Berkowitz, Executive Producer, Workshop Creative PANELISTS: Oren Aviv, President, Domestic Theatrical Marketing & CMO, Twentieth Century Fox Frank Chiocchi, EVP, Marketing, Walt Disney Company Terry Curtin, President, Theatrical Marketing, Relativity Media

BRAND/REBRAND HIGHLIGHTS FROM 2012: WORLD MOVIES & UKTV’S WATCHSPEAKERS: Aporva Baxi, Co-Founder, DixonBaxi Simon Dixon, Co-Founder, DixonBaxi Ken Lambert, Founding Partner/Creative Director, Ink Project Warren Powell, Creative Services Manager, SBS Subscription TV Dave Taylor, Brand Strategist & Managing Director, Ink Project

HELLO COMPUTER! NEW TECHNOLOGIES THAT WILL ROCK YOUR WORLD

PROMO BOOT CAMP: THE TOP 10 THINGS YOU NEED TO KNOW ABOUT MAKING PROMOS

SPEAKERS: Sam Ewen, Co-Founder/President, The Supertouch Group Alpay Kasal, Co-Founder/Chief Technologist, The Supertouch Group

SPEAKERS: Farrel Allen, Creative Director, Black Spot Je� Blackman, VP, Preschool Brand Creative, Nickelodeon

SPEAKERS: Courteney Monroe, CMO, National Geographic Channels U.S. Kendrick Reid, SVP & Executive Creative Director, Brand Strategy, BET Networks

PROMO BOOT CAMP: SONIC SURVIVAL: BIGGER, BETTER AND BADDERSPEAKER: Stewart Winter, Co-Founder/Composer, VideoHelper, Inc.

PROMAXBDA PROMOTION, MARKETING AND DESIGN AWARDS SHOW

REGISTRATION & EXHIBITS CLOSE

STATE OF OUR ART

ELITE MEMBER LOUNGE CLOSES

PROMAXBDA PROMOTION, MARKETING AND DESIGN AWARDS RECEPTION

PROMO BOOT CAMP PromaxBDA: The Conference registrants can attend Promo Boot Camp sessions on a �rst come, �rst served basis.

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HOSTED BY: Jay Mohr, Comedian, Actor, Radio Host & Best-Selling Author

THURSDAY, JUNE 14, 2012

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