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NewFront 2013

Now in its sixth year, the 2013 Digitas NewFront brought together the leading inventers, instigators, and creators of digital content for conversations and insights on the real-time marketing opportunities for brands.


on 5 August 2013

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Transcript of NewFront 2013

Is The CMO The New CTO?
Present Shock
Will Your Phone Save The Shopkeeper?
Brands as Software
Your Brand is Alive
Organizing to Win
Social. Stories.
Find Your

Working Media No Longer Works On It's Own
Video Centric
Video Content Showcase
Moment Marketing
Douglas Rushkoff is a media theorist and the author of a dozen bestselling books on technology and society, including, most recently, Present Shock: When Everything Happens Now. He made the Frontline documentaries Merchants of Cool, The Persuaders, and Digital Nation.

He is also the originator of concepts such as "viral media," "social currency," and "digital natives," and lectures on digital media and change. He is also a digital literacy advocate at Codecademy.com.

See where to get Douglas' new book, "Present Shock" at the link below:
Douglas Rushkoff
David Karp, the Founder and CEO of Tumblr, discusses the role of social tools within the human experience. Social media is bringing people together in new, powerful ways, and it’s also widening the sharing space for creative ambition.
Tumblr founder David Karp was born and raised in New York City, attending the Bronx High School of Science before dropping out at age 15.

An internship at Frederator Studios led to a gig leading the product department at UrbanBaby.

When CNET acquired the company in 2005, Karp started his own development agency, Davidville.

In 2007 his team launched Tumblr, now the home and platform for more than 100 million creators.

As a top 15 US network, Tumblr serves an audience of more than 170 million people worldwide.
David Karp
Arianna Huffington, Chair, President, and Editor-in-Chief, Of The Huffington Post Media Group, took the stage to talk about the “megatrends” that she’s seeing in today’s media landscape.
Digitas’ John McCarus, SVP of Brand Content, moderates a conversation with Peter Vesterbacka, CMO of Rovio, and Adam Bain, President of Global Revenue at Twitter, on video, storytelling, and mobile.
Eric Hippeau from Lerer Ventures explores the new marketing landscape for chief marketing officers, and explains why CMOs are actually becoming the new CTOs (Chief Technology Officers).
Jason Spero, Head of Mobile for Google, talks with Richelle Parham, CMO, eBay, and Bob Kupbens, Vice President of Marketing & Digital Commerce, Delta, about the importance of mobile in engaging and serving customers.
Blake Shaw, Data Scientist at Foursquare, shares moving maps based upon check-in data, and explains how we're now able to study patterns of human behavior in relation to places.
Taco Bell’s Amy Kavanaugh, VP Public Affairs & Engagement and Juliet Corsinita, Senior Director of Media, provide a look behind the brand’s customer engagement strategy, which is centered on Taco Bell’s “Live Mas Live”, a newsroom style platform to understand their customer’s needs and publish relevant content.
Brian Wong, the co-founder and CEO of Kiip, a category-creating mobile rewards network that leverages moments of achievement in apps to benefit users, developers and advertisers, spoke about the possibility of engaging with consumers only when they feel happy, successful, and accomplished.
Founder and Editor in Chief of The Newsweek Daily Beast Company

Tina Brown is one of the highest-profile, most talked-about editors in the world. From a young writer for Punch magazine and the Sunday Times, she quickly rose through the ranks of the magazine industry on both sides of the Atlantic to become editor in chief of Tatler, Vanity Fair and The New Yorker, publisher of Talk magazine and most recently, editor in chief of Newsweek & The Daily Beast.

In 2011, The Daily Beast merged with Newsweek magazine. The web site was awarded the 2012 Webby award for best news site, and hit a traffic high of 18.2 million unique visitors. Newsweek’s tablet edition has seen a download increase of 410% since the app was relaunched under Tina’s direction in early 2012.

As Vanity Fair’s editor in chief, Brown pioneered celebrity journalism and increased its circulation from 250,000 to 1.2 million. Following her success at Vanity Fair, Brown went to the venerable literary magazine, The New Yorker, where she became the first woman ever to serve as the editor. Brown hosted a well-received television program, Topic A with Tina Brown, on CNBC and in 2007 her biography, The Diana Chronicles spent several weeks at the top of the New York Times best-seller list.

In March 2010, Tina launched the annual Women in the World summit, and following its globally recognized success recently founded the Women in the World Foundation, which will serve as a resource to all who seek to learn about and engage on issues of importance to women and girls.
Tina Brown
Alison Norrington is a storyteller, writer, producer, consultant and educator on fragmented storytelling. As CCO/Founder at storycentralDIGITAL and the newly launched storycentralLABS, she works with writers, brands, publishers, broadcasters and studios globally, advising on transmedia strategic planning, new entertainment IP incubation, andstory architecture, and consulting on cross-platform implementation and techniques.

In addition to her transmedia work, Alison is a PhD researcher with over fifteen years of novel and playwriting experience, penning three bestselling novels, two stage plays and the first transmedia romcom.

She is currently working with Harlequin UK on the UK's first digital imprint, Carina, sourcing and advising new talent on storyworlds that extend beyond book.

She has been Conference Chair for StoryWorld Conference & Expo for the last two years, is a transmedia masterclass trainer to Eurovision Academy, and has several projects currently in development, including her own production 'Loving NY'.
Allison Norton
Mark-Hans Richter
Brian Wong is the co-founder and CEO of Kiip, a category-creating mobile rewards network that is redefining mobile advertising by leveraging “moments of achievement” in apps to benefit users, developers and advertisers. Backed by IPG, Hummer Winblad, Relay Ventures, True Ventures, Digital Garage and others, the company has raised $15.4 million in funding to date. Kiip has been listed by Fast Company as one of the 50 Most Innovative Companies in the world. Brian received his Bachelor of Commerce from the University of British Columbia at age 18, after skipping four K-12 grades.

He has been recognized with many awards for his accomplishments and leadership, including: Business Insider’s Top 25 Under 25 in Silicon Valley and 30 Under 30 in Advertising; and Forbes 30 Under 30 in 2011 and 2012.

Before starting Kiip, Brian led key publisher and tech partnerships at the social news website Digg.com.
Brian Wong
Blake Shaw
Blake Shaw is currently a Data Scientist at Foursquare, a location-based service that helps people keep up with friends and discover new places. At this NYC startup, Shaw applies machine-learning algorithms to large spatiotemporal datasets in order to better understand patterns of human mobility.

Shaw holds a Ph.D. in Computer Science from Columbia University, and his research has appeared at a variety of conferences including NIPS, ICML and AISTAT. Shaw was also the lead developer of CabSense, a mobile app for predicting the best street corners in New York City for catching taxicabs.
Author, media theorist, and documentarian Douglas Rushkoff opened the Digitas NewFront with a talk on today's always-on world, which no longer has beginnings, middles, and ends.
Eric Hippeau
Eric Hippeau is a Managing Director at Lerer Ventures.

He is also a Special Partner at Softbank Capital, a U.S. based venture capital firm, making investments in early stage technology and digital media companies. Softbank Capital is an early investor in the The Huffington Post and Mr. Hippeau began serving on the board in August 2006.

Prior to joining Softbank Capital, Mr. Hippeau was Chairman and CEO of Ziff-Davis. He serves on the boards of several public and private companies, including Starwood Hotels, The Huffington Post and Thumbplay.
Arianna Huffington
Arianna Huffington is the chair, president, and editor-in-chief of the Huffington Post Media Group, a nationally syndicated columnist, and author of thirteen books.

In May 2005, she launched The Huffington Post, a news and blog site that quickly became one of the most widely-read, linked to, and frequently-cited media brands on the Internet. In 2012, the site won a Pulitzer Prize for national reporting.

In 2006, and again in 2011, she was named to the Time 100, Time Magazine's list of the world’s 100 most influential people.

Originally from Greece, she moved to England when she was 16 and graduated from Cambridge University with an M.A. in economics. At 21, she became president of the famed debating society, the Cambridge Union.
John McCarus
As Senior Vice President of Brand Content for Digitas, John leads the development of original and partnered digital content offerings across client teams. Working in partnership with social, creative, media and client relationship leaders, the brand content team is responsible for leading digital content strategy development, sourcing content creator partnerships, and crafting brand content offerings that are born out of insight and drive business results. Digitas’ brand content team has created, produced, and distributed original digital programming across a wide range of clients including American Express, Delta Air Lines, General Motors, MillerCoors, Sprint, and Whirlpool.

John is a co-founder and executive producer of the Digitas NewFront, an annual event that brings together content creators, distributors, talent, and brands to harness creative media opportunities in original online video and online brand content. He was also instrumental in bringing together AOL, Digitas, Google/YouTube, Hulu, Microsoft Advertising, and Yahoo! in 2012 for a collaboration-first: the Digital Content NewFronts, now an annual marketplace and event series.

A sought-after industry expert, John has spoken at a variety of prominent events including NATPE, the New York Television Festival, Advertising Week, and more. He has also been honored by The Hollywood Reporter as one of their “Digital Power 50,” and serves as an advisor to start-up and early stage companies in the online video and social media space.
Jason Spero is the Global Sales Lead for mobile at Google. He is responsible for the global priorities and overall commercial strategy for Google's mobile offerings, including Search, GDN, AdMob, YouTube and DoubleClick Platforms.

He joined Google in May 2010 as part of the company’s acquisition of AdMob, where he was responsible for strategy and operations as VP and general manager of North America. In this role, he also led the company’s sales, business development and marketing teams. Spero has more than eight years of experience in product, marketing, and general management functions in mobile. Before joining AdMob, Spero was an entrepreneur in residence at Redpoint Ventures, where he focused on mobile applications, services and infrastructure. Prior to Redpoint, Spero was SVP, marketing at Digital Chocolate, where he was responsible for worldwide product, marketing and distribution.

Previously, Spero was a director of product management at Openwave, where he led their Client and Instant Messaging product teams.

He holds a bachelor’s degree from Amherst College and an MBA from the Kellogg Graduate School of Management.
Jason Spero
As Vice President, Public Affairs and Engagement, Amy Kavanaugh promotes and protects Taco Bell’s brand reputation. With a goal of driving sales, brand equity, and stakeholder engagement and growth, she develops communications strategies that integrate traditional, digital and social media to connect with consumers, employees, and owners in meaningful ways.

Amy is also the Executive Director for the Taco Bell Foundation for Teens, a non-profit organization that provides at-risk youth mentors and real-world experiences to motivate them to stay in school and graduate.

Prior to joining Taco Bell in May 2011, Amy was Vice President and Global Chair of Public Engagement at Edelman Public Relations, the world’s largest privately held public relations firm. Amy joined Edelman in 2001 where she worked with a variety of clients including, MySpace, Microsoft’s MSN, The GRAMMYs, and Warner Bros. In 2004, Amy spearheaded the launch of Starbucks Entertainment and also served as Starbucks Global Client Resource Counselor. For the next seven years, she led a variety of teams in nearly 25 markets across multiple disciplines including, consumer marketing, corporate reputation management, social and digital media, consumer insights and research, crisis communications, and event marketing.

She began her career at SchlumbergerSema as worldwide marketing communications specialist where she managed overall outbound marketing activities in North America and Southeast Asia. Amy received her BA in Communications from UC Santa Barbara. She is a co-founder of Prosperitas, a UC-Irvine based organization that connects successful community leaders to transformative work in our communities.

Amy and her husband, Ron, have two children and live in Orange County, CA where their family motto is to make a meaningful difference in the world.
Amy Kavanaugh
A 15 year veteran of Taco Bell, Juliet oversees all national media strategy and partnerships that contribute to Taco Bell’s positioning as a relevant lifestyle brand. Outside of TV, Radio, and Print/Out-of-Home, Juliet leads paid media efforts across Digital/Social/Mobile, guiding the brand’s presence to screens and platforms where consumers are constantly connected. Juliet also oversees the activation of partnerships with the NBA, MLB, BSC on ESPN and MTV, and works closely with the partners’ Integrated Marketing teams to bring Taco Bell’s “Live Más” branding to life in the sports, music and gaming arenas. Ad Age recently selected 20 top marketing organizations in major ad categories and named Juliet as a key influencer in spending.  She was also selected as a 2007 Advertising Age Media Maven.  Prior to Taco Bell, Juliet worked for Foote, Cone and Belding on Mazda Motors of America and Men’s Health Magazine.  Juliet is a California native, and enjoys watching the evolving media habits of her two kids, ages 10 and 8.
Juliet Corsinita
As part of this year’s NewFront events, Digitas office hosted the Silicon V/Alley Partner Workshop on May 1st. Clients were invited to engage in conversations to inform and enable “what’s possible now” with forty-one partners who not only inspired but also provided tangible, immediate opportunities. Five compelling tracks were offered: Storytelling, Audience Engagement, Video, Mobility, and B2B, followed by tours of our leading-edge, in-house Digitas Laboratories: the BrandLIVE™ room, Innovation Room, and our state-of-the art 3D Motion Capture Studio.
Jules Daly
Jules Daly began her career in television production in the early 1980s and later moved into commercial production for leading directors such as Joe Pytka. Jules then began producing commercials exclusively for Ridley and Tony Scott. Under her leadership the firm established a reputation for excellence and innovation that is revered throughout the industry and has garnered the industry's highest accolades including several Golden Lion, Emmy, BAFTA, AICP, Cleo, MTV, and MVPA awards. The firm won an Emmy for Best Commercial for Nike's Move. Ridley Scott's infamous 1984 spot for Apple Computer was named TV Guide's "Best Commercial of All Time." In 2001, Jules was named president of RSA Films, the Scotts' Los Angeles, New York and London based company. The company currently counts over 30 directors on its roster and produces commercials, music videos, shorts, and feature films across its four principal divisions - RSA, Scott Free Productions, Black Dog and Little Minx. In addition to her role as president, Jules is also active in feature film production having produced 2007's Oscar-nominated western The Assassination of Jesse James by the Coward Robert Ford and 2010's The A-Team (produced by Ridley Scott), which has grossed over $178 million. Most recently, Jules produced 2012's The Grey, which has grossed over $77 million. Jules is based in Los Angeles.
Mark-Hans oversees all global marketing activities. Prior to joining Harley-Davidson in July of 2007, Mark-Hans held numerous marketing and advertising positions at General Motors. In November 2006, he was inducted into the American Advertising Federation's Hall of Achievement for his career of high-impact, non-traditional marketing approaches. He also has won three Effies, the PMA Super Reggie, Promo Magazines' interactive promotion of the year and a Kelly Award for best national print. Mark-Hans is also the proud owner of Harley-Davidson V-Rod Muscle and Road Glide Custom motorcycles.
Tony Weisman, CEO of Digitas North America welcomes the audience to NewFront and Alison Norrington, CCO and Founder at storycentralDIGITAL, talks with The Daily Beast’s Tina Brown, Harley-Davidson’s Mark-Hans Richter, and RSA Films’ Jules Daly about how to create a great narrative with meaning, take risks, and truly engage with audiences.
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As CEO of Digitas North America, Tony is responsible for leading the strategy and execution of Digitas services across the agency’s largest region.

In his previous role as President of Digitas North-West (Boston/Chicago/Detroit/San Francisco) Region, Tony was responsible for leading the strategy and execution of Digitas services across the region's client base, and for the growth and development of the office and its people. During his 6-year tenure as President, Digitas Chicago tripled in size, attracting clients such as MillerCoors, Whirlpool and Sprint. Digitas Boston also expanded its client roster to include Zipcar and Lenovo. The newly opened Digitas San Francisco Office opened in May 2012 with seven staffers and grew to 70+ in eight months.

The Digitas Boston-Chicago-Detroit offices received numerous accolades for their unique and innovative workplaces, receiving honors from the Boston Business Journal, the Best Companies Group, Brill Street + Company, Crain’s Chicago, Crain’s Detroit, Detroit Free Press, Fusion Detroit, the Michigan Business and Professional Association, the National Association for Business Resources and ranks in the Top 3 "Best Places To Work" by Advertising Age.
Tony Weisman
Bob Kupbens joined Delta in March 2010 and is currently the Vice President of Marketing and Digital Commerce. In this role, Bob defines and executes the company’s vision to position technology as a key driver of Delta’s customer experience and a major influence on brand growth and loyalty.

Bob is responsible for Delta’s marketing strategy, global execution, CRM strategy and content development, driving all customer interaction across channels. In addition, he is responsible for developing and operating those leading customer interactions including delta.com, mobile applications, self-service airport kiosks, in-flight entertainment, customer email communications, in-flight Wi-Fi and social media. He is based in Delta’s world headquarters in Atlanta, Georgia.

Before joining the Delta team, Bob held several positions at Target Corporation including Vice President of target.com beginning in 2008 where he pioneered Target’s mobile eCommerce program. Previously, he held positions at A.T. Kearney management consultants and Ford Motor Company. Bob is a graduate of MIT with a bachelor’s degree in Mechanical Engineering and has a MBA from the University of Michigan. He is also a professional freelance sports photographer and lives with his family in Marietta, GA.
Bob Kupbens
Richelle Parham leverages her background in consumer and digital marketing to develop strategies and execute all marketing activities to reach 100+ million active eBay users. Richelle is responsible for all areas of eBay North American marketing activities. She has been with eBay since November of 2010. 

Prior to joining eBay, Richelle served as head of Global Marketing Innovation and Initiatives and Global Marketing Services at Visa Inc. Her experience also includes 13 years at Digitas, Inc., a world leading marketing agency, where she was Senior Vice President and General Manager of the agency's Chicago office.

Richelle has received many awards and honors, including the 2013 Direct Marketing News Marketing Hall of Femme; 2012 Women of Influence award by the Silicon Valley/San Jose Business Journal; and induction into the World Association for Cooperative Education Co-op Hall of Fame in 2012. She was named a Top 12 Innovator of Marketing and Advertising by Black Enterprise magazine in 2013, and was one of Savoy magazine's Top Women for 2012. She was also honored by the Council of Urban Professionals Women's Leadership Forum. Since 2012, Richelle has served on the board of directors for Scripps Network Interactive Inc.

Richelle is a member of the board of directors of the CMO Collective and its governing body. She holds a double Bachelor of Science degree in Business Administration and Design Arts from Drexel University.
Richelle Parham
At the 2013 Digitas NewFront, John McCarus announced an exciting new partnership between Digitas and Outrigger Media to identify emerging talent on YouTube. Following the announcement, he also introduced a reel of new original digital series.
1. Present Shock
2. Your Brand is Alive
3. Find Your Story
4. Working Media No Longer Works On It's Own
5. Video Centric
6. Social. Stories.
7. Video Content Showcase
8. Is The New CMO, The New CTO?
9. Brands as Software
10. Will Your Phone Save The Shopkeeper?
11. Organizing to Win
12. Moment Marketing
- Douglas Rushkoff
- Brian Wong
- Amy Kavanaugh and Juliet Corsinita
- Blake Shaw
- Jason Spero, Richelle Parham, and Bob Kupbens
- Eric Hippeau
- John McCarus
- Arianna Huffington
- John McCarus, Peter Vesterbacka, and Adam Bain
- David Karp
- Allison Norrington, Tina Brown, Mark-Hans Richter, and Jules Daly
- Tony Weisman
Apu Gupta, CEO/Co-Founder Curalate, presents in the Storytelling Track. Read about the recent study Digitas did with Curalate at the link below.
Audience Engagement
Justin Choi, President/CEO, Nativo, a native ad platform, engages his audience
Craig Richards, Sr. Technology Manager, Twitter, shares best practices using Vine, a recent acquisiti
Dave Elchoness, Co-Founder, CEO, Tagwhat, a company that specializes in the delivery of hyper local content, shares insights in the mobility track
Listening to Lee Brown, Global Head of Sales, Tumblr
Itai Asseo, VP, Creative Architect, demonstrates emerging technologies from Digitas Labs
Ed Delfs, CRO, Dynamic Signal, makes a point in the Audience Engagement track. Check out their website at the link below:
John Robinson demonstrates our capabilities in the BrandLIVE room
Craig Richards, Sr. Technology Manager, Twitter, shares best practices using Vine, a recent acquisiti
Yoni Bloch, CEO, Interlude.FM, a proprietary technology platform that creates seamless versioning of video, captivates his audience
Matt Wasserlauf, Torrential CEO, discusses building a mobile video ad business
Lincoln Bjorkman, CCO, Digitas NA, demonstrates "MoCap"-powered technology in Digitas' state-of- the art Motion Capture Studio
Leila Berkeley, Head of Integrated Marketing at The Economist, presents to a group in the B2B track
Full transcript