NEW YORK (AdAge.com) -- Media was once defined by mass messages from one broadcaster, newspaper or radio station to many people at once -- with advertisers buying eyeballs alongside that content. While it's still partly about that, media has evolved to include marketers creating their own consumer content, content becoming social and mass media listening to and addressing feedback in real time.
Next Tuesday in New York Advertising Age is bringing together the sharpest minds in marketing, media and publishing to talk about not only how to adapt to these changes but also ride and even steer their direction -- as well as how to win customers and make money in the process.
ESPN President George Bodenheimer will talk with Ad Age Editor Abbey Klaassen about ESPN's experiments with TV Everywhere and how to foster a sense of experimentation in a giant media organization. You'll hear from Dana Anderson, a key driver of the marketing reinvention at Kraft, who's shaking up the marketing giant's agency relationships (and placing business at a slew of new shops, from Crispin Porter & Bogusky and McGarryBowen to Martin Agency) and building a new digital-forward marketing organization (she'll touch on Kraft's forays into marketer-created media like Food & Family magazine and the Big Fork Little Fork iPad app). And McCann Worldgroup CEO Nick Brien will take the stage, hot on the heels of his new creative hire Linus Karlsson, to talk about media's influence on creativity and creative uses of media.
The afternoon sessions will be split into two tracks. The first focuses on how real-time and social media are influencing planning and research, with neuromatic feedback research on iPad use; MTV's map of Gen Y media diets; and Media Guy Simon Dumenco's discussion with the real-time savants at Trendrr and Bit.ly.
The second track dives into the phenomenon of marketers as media, with Judy Hu, GE's advertising and branding executive director, talking about how her company enlists consumers and content creators, and former P&G'er Dave Knox explaining how his new employer, hot digital shop Rockfish Interactive, views marketer-owned media.
We'll close out the day with cocktails and the presentation of the first Media Vanguard Awards, with Martha Stewart on hand to accept a lifetime achievement honor.
For more information, visit AdAge.com/meconference. And join us next Tuesday.