CTAM Live: Summit Supplies International Sensibilities


This year’s CTAM Summit has a decidedly international bent.

Mike Lee, the Summit ’08 co-chair, along with ESPN senior vice president of marketing Katie Lacey, is the chief strategy officer of Rogers Communications. As such, he’ll share his acumen from Canada’s largest cable operator.

Lee and CTAM resident Char Beales, in a recent interview, said that this year, with cable operators adding more telecommunications, including mobile, to their product mix, Summit organizers decided to bring in more international expertise.

“In this day and age, we see so much innovation going on around the world, particularly at the carrier level, around multi-product offerings for consumers,.” said Lee.

(For more CTAM Summit '08 coverage, click here.)

The opening general session on Nov 10 at 9 a.m. features Australian-born ad executive David Droga, the creative chairman of Droga5. Lacey, in a recent interview, described Droga as being on the “non-traditional side.” At CTAM Summit ’08, Droga will discuss his New York-based agency’s core beliefs: that consumers love brands and the emotion of the message is more important than the messaging, and that there is a responsibility to provide innovation. He’ll also address new agency models integrating the message with the medium.

During Monday’s 11:45 a.m. breakout session entitled, “The Marketing Mix: Place Your Bets,” Michaela Adami-Schrott, vice president, marketing communications, Europe for UPC Broadband, will be among the speakers discussing the use of non-traditional marketing elements.

At the same time, the “Mobile Video: Tiny Screen, Big Impact” session will afford attendees insights as to why that medium has taken off in Asia and Europe, but has not caught fire in the U.S.

Panelists Frank Barbieri, CEO and founder of Transpera;  Jonathan Barzilay, senior vice president programming and advertising at MediaFLO; Larry Harris, president of Ansible; and Ron Lamprecht, senior vice president, sales business development, NBC Universal’s digital distribution will expound about mobile challenges and opportunities.

Hosted by Bright House Networks president Nomi Bergman, the 4:15 p.m. general session on Nov. 10 will focus on building bigger bundles. Paul Berriman, chief technology officer at PCCW in Hong Kong; Jean-Marc Harion, vice president of business development, France Telecom North America; and Sanford C. Bernstein & Co. vice president and senior analyst Craig Moffett are slated to examine the issue.

Beales said that while cable companies like Rogers in Canada are big mobile players and U.S. firms, including Cox, are making moves into mobile, telco competitors Verizon and AT&T already have mobile services to add to their video offerings.

“Cable’s got to get ready for what’s going to come at us,” she said of the bigger-bundle panel. “I think this will really be a breakthrough session.”