Luncheon Roundtables

Wednesday, March 19, 2014
12:15 PM - 1:00 PM
Mezzanine


Carmen Lago
So you want to integrate a Canadian brand into a U.S. show?

Lago has conceptualized and executed a variety of customized branded content campaigns at CHUM TELEVISION (now Rogers Media), Global TV (now Shaw) and Bell Media including TD’s “Making of a Star” with the hit reality show X-Factor which was the first time a Canadian brand was integrated into a U.S. reality show.  At her luncheon table, Lago will break down the steps for successful branded content integrations including the brand and the broadcaster.

Spencer Baim
How to keep your indie cred and still engage with brands?

Spencer Baim  Chief Strategic Officer  VICE MEDIA
Vice Media has paved the way for a new media beast: brand as publisher. At his round-table discussion Baim will address how Vice maintains its “indie” approach to content while engaging directly with brands. One example is “The Creators Project” site, a collaboration between Vice and Intel, dedicated to the arts. Explore what lines to draw when partnering with brands on content, and how to craft an authentic product.

Barry Krause
Creating An Experiential Brand Content Wheelhouse To Fuel A New Product Launch

Last summer, NIKE set out to activate its transformation to a digital age brand for the everyday athlete. The NIKEFUEL BAND was the product engine and the NIKEFUEL HOUSE was the experiential content engine created for the launch. Suite was brought on to create and operate a custom  LiveLab for Nike Central Region in Chicago's active Lincoln Park near the lakefront. People took free classes, watched top athletes face off on the basketball courts and softball field and experienced NIKEFUEL first hand. Every experience, all summer long, was candidly captured, turned into exciting content and framed into a real time digital launch rocket for NIKE+.

Krause will discuss how brands can create their own brand content factories and digital igniters to support major initiatives.

Mark Tomblin
How are conventional ad agencies bridging the gap between conventional advertising and branded content?  

What are big brands with big budgets looking for in branded content? Tomblin will discuss how branded content strategically fits into mass campaigns for mainstream brands, citing some of the successful projects Taxi has done. including the Instagram feed of Mexican wrestler & muscle oil enthusiast El Tabador, for Koodo Mobile, as well as the Crystal Light “Weird, Wonderful, You” Vine campaign. 

Terry Chang
How to: Pick the Right Technology or Format 

Terry Chang has no fear of technology when it comes to branded content campaigns.  Whether it’s branded-content recipes or savvy real-time, animated social media campaigns, Chang has tackled numerous cool projects. What technology fits for what project? 

Alan Palmer
How to: Work With A Content Studio

Content is now integral to connecting with attention-starved audiences, but what are the steps to branded content success? Learn about the process of translating an advertising brief into a content plan, engaging the right storytellers, and how to distribute branded content across owned, paid and earned channels. Join Alan Palmer from Free Agency as he shares why brands are engaging content studios as a strategy for connecting with culture.

 


Featuring:


Spencer Baim
Chief Strategic Officer
VICE MEDIA

Terry Chang
.
StarVest Media Group

Barry Krause
Founder, CEO
Suite, The LiveLab Company

Carmen Lago
Senior Manager
BCT INC. || Branded Content Media

Alan Palmer
Executive Producer
Free Agency

Mark Tomblin
Chief Strategy Officer
TAXI

Founding Partners



Presenting Partner


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