BIMA’s “3rd Annual Cross Media Forum”

The Boston Interactive Media Association (BIMA) is holding it’s 3rd Annual Cross Media Forum on September 18th 2007 in Boston. It is described on the site as follows:

In the ever-changing and increasingly fragmented media environment, marketers must develop multi-platform advertising strategies to effectively reach their target markets.  The BIMA Cross Media Forum was created to bring together leading agencies, marketers and publishers to have an open dialogue on the challenges, successes and realities of executing across multi-media platforms. Now in its third year, this half day forum includes case studies and panel discussions offering actionable, solutions-oriented recommendations for both planning and implementing successful cross media programs.

Keynote Speaker: Peter Hirshberg, Chairman, Technorati

Session 1: Overcoming the Obstacles to Cross Channel Integration
Moderator: Kate Kaye, Editor, News and Special Projects, ClickZ
Panelists: Erin Matts, Group Director of Strategy, Digital, OMD; John Moore, SVP, Director of Ideas and Innovation, Mullen; Kristen O’Hara, Senior Vice President and Managing Director, Time Warner Global Marketing; Traci Topham, Vice President, Interactive Ad Sales Marketing, Scripps Networks; Lisa Valentino, Senior Director Digital Sales, ESPN

A cross channel campaign that uses multiple touch points to convey brand position and key marketing messages is the ideal way for advertisers to overcome fragmentation and clutter. The reality is that buyers and sellers alike face numerous obstacles as they strive to develop truly integrated media programs. As a marketer, how do you contend with the fact that most companies are not structured to reward integration? How do publishers manage and balance the needs of multiple participants from the agency side? What does it take to get representatives from different channels to work together to come up with an integrated solution that supports the “big idea?”
Join a distinguished group of panelists from leading agencies and publishers as they share their insights on how to overcome these and other challenges and successfully shape cross channel campaigns.

Session 2: Breakout Sessions – B2B & B2C Case Studies

Planning an integrated campaign is difficult but there are many agencies & marketers who have pulled it off successfully.  Hear their secrets of success.

Session 3: What to Do, What to Look For, and What to Avoid When Executing Cross Media
Moderator: Ken Dec, Chief Measurement Officer, Director of Strategic Planning, PARTNERS+simons
Panelists to Date: Kerry Benson, SVP/Account Director for Liberty Mutual, Hill Holliday; Erica Crossen, Senior Manager Operations, Brightcove; Mike Lacorazza, VP/Director of Marketing, Digitas; Erin McSheffrey, Director of Program Management, Carat

Once you have successfully planned, sold and gained approval to implement a cross channel campaign, the work doesn’t end there. Even an expertly integrated plan can falter in execution if you do not take a number of additional factors into consideration. Have you secured the T&R rights to run the creative across all recommended platforms?  Does your creative messaging translate across all channels?  How do you compare and measure the success of each medium and its overall impact on the campaign?  Join our panel of implementers – creative, traffic, messaging, production and measurement team members – to receive essential tips for executing successful cross media

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