At this hands-on workshop you will learn and discuss:

Guest Speakers:

Todd Cunningham is Senior VP Strategic Insights and Research, MTV Networks.  As one of Brandweek Magazine’s ‘Marketers of the Year’, Todd’s leadership in the MTVN Strategic Insights and Research Group is focused on the avid pursuit of unique approaches to uncovering and translating emotional connections into real business-building opportunities across the brands and content experiences of MTV Networks on-air, online, on mobile devices, on-demand, on social media and still growing.  Todd has oversight for consumer-led facets of MTVN’s advertiser and external marketing partnerships and many of the company’s emerging businesses.  His most recent accomplishments include leading the company’s efforts in defining engagement as a metric and establishing frameworks for social media monitoring measurement as well as breaking new ground with market-leading, insight-rich accountability planning and measurement tools.

Michael Desmarais
VP Strategic Insights & Research
MTV Networks

Michael Desmarais is VP of Strategic Insights and Research.  Michael is responsible for consumer insights for VH1, CMT and Logo across all screens. Initiatives that Michael spearheads include large-scale consumer lifestyle investigations, brand and buzz tracking, program testing and Web site usability. Before joining MTV Networks, Michael was Director at strategic consultancy and qualitative research firm, HeadlightVision (now The Futures Company). There he led global projects for a variety of clients including Coca-Cola, Diageo, Unilever and Coty Prestige fragrances. His previous experience includes research and strategy positions at Interbrand, Grey and DMB&B Advertising.

Mica Scalin
VP Marketing & Communications
J Dub Records

Mica Scalin is VP of Marketing and Communications for J Dub Records. For the past three and a half years she has worked at Showtime Networks creating digital marketing strategies for series including Dexter, Nurse Jackie, Californication, Weeds, The L Word and The Tudors. She has consulted for CBS program marketing and CBS Interactive and was one of the first producers for NBC Universal’s Digital Studios. With 10 years experience in cutting edge new media strategy from grassroots to mainstream, she has created powerful fan advocacy initiatives that generate buzz, drive traffic, create revenue and optimize organic search.

Trainers:

As co-founder and managing partner of Peppercom, Ed's responsibilities include overall agency oversight and leadership, strategic planning and account direction, product development and new business. His guidance and insight contributed to Peppercom being named a Finalist as PR Week’s 2010 Midsize Agency of the Year. The same publication named us the 2009 Agency to Watch. In 2008, Peppercom was named by O’Dwyer’s PR Report as the fastest growing New York firm.

Ed's personal honors include being listed in B2B Magazine's "Who's Who" for 2006 and being named a finalist in Ernst & Young's prestigious "Entrepreneur of the Year" award. Ed's creation of innovative service offerings and ongoing strategic counsel to Peppercom's clients has played a significant role in fostering Peppercom's rise as one of the leading international communications consultancies today. Peppercom was also named #233 on Inc. Magazine's distinguished "fastest growing companies" list.

Known for his expertise in helping clients create strategic positioning and marketing platforms, Ed has guided large and small companies through a host of aggressive communications programs to both build and protect their brands.

Ed led the development efforts of Peppercom's proprietary measurement tool, Business Outcomes, which allows clients to measure any type of public relations or marketing program in a cost-effective, simple and completely valid way. Ed takes a leadership role in developing tailored measurement programs for Peppercom clients to ensure true accountability and a focus on achieving ROI. His blog, Measuring Up, (www.MeasuringUpBlog.com) is a well-read and respected forum for comment and discussions about how cultures, organizations and companies stand in terms of the ways they promote themselves, show accountability, deal with crisis, track progress, and measure up in today's ever changing world.

Sam Ford
Director of Digital Strategy, Peppercom

Sam Ford has been with Peppercom since 2007.  As Director of Digital Strategy, Ford consults with agency teams and clients on reaching and listening to relevant audiences online and building digital communication strategies that connect companies with the constituencies they want to reach. He also regularly leads Peppercom workshops for a variety of major B2B and B2C companies, trade organizations, and publications. Ford is an affiliate of MIT’s Convergence Culture Consortium, a research group he helped found and manage.

In addition to contributing to Peppercom’s PepperDigital blog and leading a variety of our podcasts and Webinars, Ford has written for BusinessWeek, Fast Company, The Christian Science Monitor, The Huffington Post, Bulldog Reporter, and a wide range of blogs. In addition, he has been featured in stories from Investor’s Business Daily, CNN, NPR, The Boston Globe, PR News, Boing Boing, Slashdot, and ESPN: The Magazine. Ford has also spoken at a variety of digital events and conferences for trade publications from PR News and PRWeek to CableFAX and at academic events from MIT’s annual Futures of Entertainment conference to research events such as the University of Texas’s FLOW conference and the annual gatherings of the Society for Cinema and Media Studies and the Popular Culture Association.

He is currently working on Spreadable Media, a book co-authored with Dr. Henry Jenkins and Dr. Joshua Green. His work has also appeared in a variety of other academic books and journals. Ford holds a Master’s degree from the Program in Comparative Media Studies at MIT and a Bachelor’s degree from Western Kentucky University, where he majored in news/editorial journalism, mass communication, communication studies, and English.

Facilitator:
Seth Arenstein
Editorial Director, CableFAX

Seth oversees the editorial content for Access Intelligence’s Broadband Group, edits CableFAX: The Magazine and writes CableFAXDaily’s Programmer’s Page. Prior to his work in cable, Seth led Access Intelligence’s Defense Group for more than a decade, during which time its products garnered national awards for editorial excellence. A former White House Bureau Chief for Access Intelligence’s Defense Daily, Seth joined the company in 1986 as a reporter for Soviet Aerospace after receiving an M.A. in defense and international relations from The Paul H. Nitze School of The Johns Hopkins University.

Who is this course for?

Your take-aways:

Questions?