Bant Breen, President, Worldwide Digital Communications of Initiative (that's Interpublic) Joins July 14th AdClub Panel
Posted by Jay Sears on Fri, Jun 26, 2009 @ 05:27 AM
In addition to
Omnicom Digital CEO Matt Spiegel,
Sloan Broderick, Managing Partner, Managing Director of MediaCom Interaction US, and
Greg Green, Managing Director of the VivaKi Nerve Center for Publicis, we've snagged Bant Breen, President, Worldwide Digital Communications of Initiative (an Interpublic agency) to join our July 14th panel at The New York Times Center "
Agency Demand Platforms: Art vs. Science in a Real-Time World." Interpublic recently started talking (a little...) about their platform called Cadreon.
We'll see if Breen will tell us more about what his comrade-in-arms, MediaBrands Chief Digital Officer and interim chief executive of Cadreon Quentin George is doing. Recently The New York Times wrote:
"Traditionally, marketers allocate certain amounts of money for each medium. Quentin George, the interim chief executive of Cadreon and the chief digital officer of Mediabrands, says Cadreon instead would base its strategy on the audience, not the medium.
For a campaign it's now running for a technology client, Cadreon bought data on visitors to Web sites of the client's competitors. It divided them into groups that its client already used to segment existing customers offline - like new parents, gamers or designers.
By examining clicks and other data, Cadreon determined the demographic profile of groups that were most interested in the ads. In this particular campaign, new parents responded at high rates so Cadreon emphasized pitching ads online to that group.
As more ads are bought and sold through exchanges, it could transform the ad marketplace. "It is foreseeable that you can go into the system, select an audience and not know whether you are ultimately buying" a cellphone ad or a video ad on a Web site like Hulu, Mr. George says. "That's a very, very big change.""
Audience, data... no mention of sites. Yikes... We are going to have a robust discussion.
Bant is a constant in digital advertising circles and some days its seems like everyone this writer meets has just come from or is headed to a meeting with Breen. He has spent time in a variety of roles within Interpublic helping them in various digital capacities including time as Executive Director of the IPG Emerging Media Lab.
Let's look a little closer at panelist Breen...
As Worldwide Director, Digital Solutions, Bant plays a key role in driving Initiative's strategic agenda in areas such as asset alignment, communications innovation, technology and acquisitions.
Before joining Interpublic, Bant was the Founder and President of Bant Breen LLC, a strategic marketing and communications consultancy affiliated with Dentsu Inc. Prior to founding his own company, he was with Leo Burnett Worldwide for five years in roles that included Regional Managing Director of iLeo (now Arc Worldwide), as well as Digital and Integrated Communications Director for Leo Burnett EMEA. Bant started his career as a WPP Fellow.
Bant lives in New York City with his wife, Carmen, and two boys, Alejandro and Nico.
More on the Event
We'll be posting background and Q&A with all the panelists and further information leading up to this event, so make sure you subscribe to our Internet Advertising blog, follow ContextWeb on Twitter and join the Ad Exchange Traders Group via LinkedIn.
Event Description:
With the emergence of ad exchanges such as Yahoo!'s AMP and ContextWeb's ADSDAQ Exchange, agencies have now developed "demand platforms" to conduct real time valuation, bidding and allocation of digital media. Today's decisions are made in milliseconds, not weeks or months.
- What is the role of art vs. science in this real-time world?
- What needs of advertisers are now being met under this new media management paradigm?
- Are media fundamentals really any different in this new "millisecond" world?
- Are the roles of buyers and sellers preserved or does everyone become a media trader?
The panel of Digital CEOs and general managers:
Moderator: Wenda Harris Millard, digital pioneer and president of MediaLink LLC.
Panelists:
- Sloan Broderick, Managing Partner, Managing Director US, Mediacom Interaction (WPP)
- Bant Breen, President, Worldwide Digital Communications, Initiative (Interpublic)
- Greg Green, Managing Director, Global Client Solutions, VivaKi Nerve Center (Publicis)
- Matt Spiegel, CEO, Omnicom Media Group Digital (Omnicom)
Date:
July 14, 2009
Time:
8:00 - 8:30 a.m. - Breakfast and Networking
8:30 - 10:00 a.m. - Program
Location:
The Times Center
242 West 41st Street (between 7th and 8th Avenue)
New York City
Produced by:The Advertising Club of New York and ContextWeb's ADSDAQ Exchange
To attend this event, call your rep from ContextWeb's ADSDAQ Exchange to come as our guest or visit the AdClub to register online.
Subscribe to our
Internet Advertising blog, follow
ContextWeb on Twitter and join the
Ad Exchange Traders Group via LinkedIn.