SPOTLIGHT ON MEDIA & ADVERTISING: ADVERTISING TO THE NEW AGE CONSUMER
2:00 - 2:50PM
How has the role of advertising evolved? Where is it headed? How do brands, agencies & marketing platforms work together to create value? What are the distinct roles they play? What does each party look for in its partners? What are the challenges of working together?
CREATIVE DIRECTOR, GOOGLE
Ben is a Creative Director who runs the Unskippable Labs team at Google. He works with brands and their creative and media agencies to draw on the best of technology, media and storytelling. His work takes him inside most major global advertisers and the top advertising agencies, helping shape them for this digital/mobile age.
He came from Hill Holliday, where he worked on Dunkin Donuts, Johnson and Johnson and Major League Baseball. Prior to that, he was at Digitas, where he ran global loyalty for IHG, led campaigns for Holiday Inn, Samsung, and SAP, among many others, including providing the voice of the Aflac Duck in social media.
His past life includes being the Dean of Admissions at Bennington College, building a network of early stage venture funds, and publishing The Rope Eater, a novel, with Doubleday.
MARKETING DIRECTOR, GILETTE (GLobal)
Francesco Tortora is a Global Brand Director for Gillette, part of Procter & Gamble. He is in charge of the Gillette Brand Equity fundamentals including Communications and Global Agency relations, as well as Digital marketing. As part of his job he is also in charge of the many Gillette relationships with major global partners like Neymar, FC Barcelona and major blockbuster movie partnerships.
He has been working in marketing for Procter and Gamble for over 20 years in 5 different countries on many categories including Baby Care, Fabric & Home Care, Hair Care and Feminine Care with roles that span from Local to Regional to Global.
He holds a BSc in International Business Studies from the Cardiff Business School of the University of Wales and has spent a semester as a visiting student in the Harvard University in 1992.
Kane leads Ibotta's brand and retail relationships and helps clients achieve unrivaled ROI from their digital, mobile media and consumer promotions investments. Kane joined Ibotta from McKinsey & Company, where he was a leader in the CPG and Retail Consulting Group. He is a graduate of Harvard Business School and Indiana University's Kelley School of Business.
SENIOR TRAINER, Global client training, Quantcast
Tommy Schanzer leads Quantcast’s programmatic education program called the Real Time Academy. To date, he has trained over 4000 participants and consulted with 100’s of agencies and marketers includingAmazon, Publicis, Major League Baseball, WPP, Uber, L’Oreal, American Express and Toyota. He is a 2010 graduate of Notre Dame.
Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Quantcast Measure helps publishers and creators understand and grow their businesses and Quantcast Advertise utilizes adaptive modeling and intelligent machines to help marketers around the world find and interact with customers everywhere.
Prospect Media and Digital Marketing & Advertising, American Express
Brian Coleman is a strategic digital marketer with 13 years of marketing, management, and strategy experience. He has deep experience with Digital Advertising, Performance, B2B Marketing, New Customer Incentive Strategy, and Business Development.
In his current role, Brian leads the team responsible for the acquisition of small business customers through paid media channels, including display, social, search (SEM), and affiliate marketing programs.
Brian joined American Express in 2010, with an M.B.A. from Georgetown University. As a Senior Manager, he sourced, signed, and launched new distribution partnerships for American Express OPEN (small business segment), including those with three Fortune 100 organizations. His strategies have delivered triple digit growth in new accounts acquired. Brian also led keyword, creative, bid and investment strategies that drove 20% year-over-year growth of accounts acquired through the paid search (SEM) channel. Brian has managed key partnerships with LinkedIn and Facebook for affiliate and social marketing.
Prior to business school, Brian worked in the DC area, first as a Consultant at Accenture, and later as a Manager at Washington Consulting.
MODERATOR: LAUREN MURPHY
DIRECTOR OF CAREER AND PROFESSIONAL DEVELOPMENT, HBS
Lauren Murphy is Director of Career and Professional Development at the Harvard Business School working with both MBA students and alumni. She leads the team managing over 50 Career Coaches and developing 150+ career education programs each academic year. She is also responsible for relationships with firms in the Consumer Packaged Goods industry.
Ms. Murphy began her business career in the retail industry as an Assistant Buyer and Department Manager for Dillard’s of Houston. She then spent 8 years with the Procter and Gamble Company where she held various marketing positions on Crisco Oil and Duncan Hines brands. She served as Regional Marketing Manager for the Eastern US as P&G regionalized its food brands. She followed her passion for career coaching and joined Wellesley College in 2001 as the Program Director of Management Basics, introducing liberal arts majors to careers in management. She joined HBS as a Career Coach in 2003.
Ms. Murphy holds a BBA from Southern Methodist University and an MBA from Columbia University. She and her husband, Dave, have three grown children.