Monday, October 5th

1:20 - 2:05 PM

About the Presenter:

Mike Hess, EVP Research, Marketing Science and Consumer Insights, Carat.com

Mr. Hess oversees the research, analytics and insights division for Carat in the U.S. Before joining Carat, he was Global Research Director at OMD, where he introduced tools that fused psychographic segmentation with media consumption. He also conducted a number of global studies with partners such as Yahoo! and AOL’s Platform A.

About the Workshop:

Today’s media landscape is getting more complex every day. The number of media “touchpoints” keeps increasing through new forms of technology, including social media. In turn, today’s media agency has to adapt to this situation in a responsible, “media neutral” manner.

In this presentation, Mike Hess will focus on how media agencies are responding to the new touchpoints in general, and to social media—especially social networks—in particular. The session will include a focus on multimedia campaigns. Just because social media are now available, doesn’t mean that they will used by themselves, but rather as part of a broader media plan that tries to find the right combination of classic and online/social media.

Workshop Related Blog Posts

Social Media and Research

Workshop Tweets

#amamrc m07