CAB to Explore World of Brands
By JIM FORKAN -- Multichannel News, 2/4/2002
The Cabletelevision Advertising Bureau's annual Cable Advertising Conference, scheduled for Tuesday (Feb. 5) at New York's Marriott Marquis Hotel, will offer a day-long look at the network ad-sales marketplace from the buyer's and seller's perspectives.
Under the theme "Brands Building Brands," the gathering will focus on the various ways that cable-programming brands can help build advertisers' brand names. In recent years, the CAB's February conference had been a half-day affair.
The opening discussion will examine various opportunities through which marketers can utilize ad-supported network cable to reach their objectives.
Slated to hold forth for the buying side: Carat North America CEO David Verklin and MediaVest president of U.S. broadcast Mel Berning. Network panelists will be E! Entertainment Television senior vice president of ad sales Neil Baker, ESPN executive vice president of affiliate sales and marketing Sean Bratches, Turner Entertainment Group president of sales and marketing Mark Lazarus and Lifetime Television senior vice president of research Tim Brooks.
That panel will be followed by one that includes DDB Worldwide chairman Keith Reinhard, American Association of Advertising Agencies president Burtch Drake and American Advertising Federation CEO Wally Snyder, who have been designated to identify advertising opportunities in a soft marketplace.
The trio will be followed by a session in which network executives present the CAB audience of media planners and media buyers with a preview of new programming. Scheduled to present: A&E Networks senior vice president Allen Sabinson, CNBC CEO Pamela Thomas-Graham, ESPN senior vice president Mark Shapiro, Turner Entertainment Networks president Brad Siegel and USA Cable president Doug Herzog.
As the CAB's luncheon keynoter, Cable News Network's Lou Dobbs Moneyline anchor Lou Dobbs will provide his take on the economic outlook.
After lunch, CAB will conduct two concurrent breakout sessions, one that will explore how various marketers are "connecting with the growing ranks of Hispanic, African-American and Asian-American consumers," and a second that looks at how cable networks are integrating their Web sites into advertisers' media plans.
Panelists from the buyer side who will address the CAB's multicultural session are Colgate-Palmolive Co. director of African-American marketing Phyllis Woolley and Bcom3 Group chief strategy officer Jessica Pantannini.
Meanwhile, Carat Interactive president Sarah Fay and Johnson & Johnson media director C.P. Robinson will be among the buyers examining the attraction of integrated cable/Web packages.
