As media platforms proliferate, and as media itself has become more democratized, today’s brands must discover new modes of storytelling in order to peak and retain the attention of today’s digital audience. Gain insights into how brands of all kinds are adapting their stories to meet the challenges of an over-stimulated, multi-screen consumer populace.
With attention on traditional brand-building outlets – television, radio, print, outdoor – on the wane, and usage of new media – Internet, mobile technologies, video games – on the rise, how are the world’s newest and most well known brands being built and sustained today? This conversation will explore the myriad of tools available to brands today, from upstream product development oriented media such as American Idol and emerging forms of product-based entertainment narratives, to search driven product interactions and niche programming strategies to reach today’s increasingly fragmented and fickle audience of consumers. Despite the wide spread adoption of digital technologies, can you really build a brand and change consumer attitudes today using new media alone?
Bob Berenson, Former Vice Chairman and General Manager of Grey Global Group
Bob Berenson is the former Vice Chairman and General Manager of Grey Global Group, which has more than $15 billion in annual billings and employs more than 13,000 people in 90 countries. As one of the world’s largest communications companies. Grey Global Group operates branded independent partner companies in more than eighteen different communications disciplines including direct marketing, Internet communications, public relations/public affairs, healthcare marketing, sales promotion, and media services. Its largest company, Grey Worldwide, includes the largest advertising agency in the United States.
Jeff Dachis, Chairman/CEO and Managing Partner, Bond Art and Science, LLC, www.bondartscience.com; Former Co-Founder, Chairman/CEO of Razorfish, Inc.
Jeff’s leadership and vision helped establish the digital services industry more than a decade ago. He is currently Co-Chair of the Producer’s Guild of America New Media Council East, and a frequent lecturer and speaker, with appearances on CNBC, CNN, 20/20 and 60 Minutes among others. His honors include Ernst&Young’s Entrepreneur of the Year and Crain’s 40 Under 40.
