General Sessions

Wednesday, October 30

8:45 AM	Opening Remarks WHARTON FORUM Featuring Kevin McAuliffe SVP, Client Solutions and Branded Content NBC Entertainment Mike Wiese SVP, Branded Content & Head of Brand Studio, National Geographic Partners JWT
9:50 AM	The Innovators WHARTON FORUM If most brands are experimenting with content and branded entertainment as a way to connect with audiences, a fewer number are excelling at it. The Innovators session is designed to highlight the branded content work of those that have been eager and innovative adopters of content marketing. Leading brands will discuss the reasons why content marketing makes sense for them, they’ll share insights into what works, and breakdown their approach. These are the companies that are not only showing the way forward to others in the industry but entertaining millions with their content in the meantime. Featuring Louis Arbetter GM, PepsiCo Content Studio PepsiCo Paul Marcum Director, Global Digital Marketing & Programming GE Nick Parish North American Editor Contagious North America
11:00 AM	Storytelling in the 21st Century WHARTON FORUM What do experimentation, rapid prototyping, design thinking and emerging technology have to do with storytelling? Everything. Rapid prototyping can lead to new business models, design thinking can positively affect the collaborative process, and emerging technology offers new platforms on which to deliver narratives. Through tangible examples of successful experimentation, writer, director and experience designer Lance Weiler discusses what it means to be a storyteller in the 21st Century, and how modern stories for engaged and co-creating audiences require a new approach. Featuring Lance Weiler Co-Founder Reboot Stories
11:25 AM	What's Next: Beyond the Webisode WHARTON FORUM Webisodes have become table stakes when it comes to branded content. Whether scripted or unscripted, short-form episodic online films are indispensable for a brand looking to tell its story – either overtly or subtly. But the popularity of webisodes means they’ve become the norm rather than extraordinary. This session takes a look at work that is reframing the definition of what branded content is, how it manifests, and what went into pulling it off. From feature branded films that received theatrical releases to creating a film using only atoms; from real-time social storytelling to connecting with audiences over mobile, we’ll look to the future of the medium and the work that is pointing the way. Featuring Billy Parks SVP, Strategic Content Studio The Chernin Group Doug Scott President Ogilvy Entertainment Randy Stein Partner, Creative Director Grip Limited
1:45 PM	Understanding Audiences Through the DNA of Content WHARTON FORUM Have you ever wondered why it is easier to search for an Italian restaurant in your neighborhood, compare plane tickets on multiple airlines, or even purchase a car online, than it is to find a film or TV show when, where, and how you want it? Other industries have been utilizing information about their users, products, and services to drive business decisions in far more sophisticated ways than we have historically done so in Hollywood. Why is that? The key lies in the data about what we are selling. In our case, understanding film, tv, and online video content at its core levels. Once we do, we can deliver far more value to our studio, distributor, and advertiser partners…and most importantly: give our audience an amazing experience. Find out how as we peek behind the curtain during this session with SDI's Xavier Kochhar. Featuring James Dix Senior Research Analyst Wedbush Securities Xavier Kochhar CEO & General Partner Structured Data Intelligence
2:10 PM	Bringing Branded Content to Life WHARTON FORUM Whether you're a marketer or a producer, if you have a branded content concept, you're faced with the questions of where to take it and where will it work best - on television or online. This session will explore the factors that need to be examined in making the decision - the desired audience, levels of creative control and investment, and of course, the needs of the brand itself. In an ever-expanding, multi-platform channel universe, where should you go to get your deal done? Featuring Russ Axelrod Branded Entertainment Awesomeness TV Eric Day Managing Partner, Executive Producer Trium Entertainment Deena Edwards SVP, Global Branded Solutions Discovery Networks International William Gelner Chief Creative Officer 180 Los Angeles Tara Walpert Levy VP Americas, YouTube Google & YouTube Barry Walsh Editor-in-Chief & Content Director Realscreen Magazine
3:20 PM	INTEL: The Power of Content WHARTON FORUM Intel and Toshiba, in partnership with San Francisco-based agency Pereira & O’Dell, have collaborated on The Inside Films, a series of pioneering social films that encourage viewers to collaborate and contribute to their stories, while also baking the brands and their products into the action. The second film in the series, The Beauty Inside, took home a trio of Grand Prix awards at the Cannes Lions this past June in the Film, Cyber and Branded Content categories as well as a Daytime Emmy Award for Outstanding New Approach to an Original Daytime Program or Series. The third film in the series,The Power Inside, stars Harvey Keitel and is set to premiere today. Join Pereira & O’Dell creative director Jason Apaliski and Intel Corporation director of partner marketing Billie Goldman at BCON Expo in New York City, to find out more about how their teams create compelling, share-worthy content to connect the brands with audiences. Featuring Jason Apaliski Group Creative Director Pereira & O'Dell Rae Ann Fera Journalist and Creative Curator Billie Goldman Partner Marketing Manager Intel Corporation
4:00 PM	Sounding Off: Exploring Opportunities in Music WHARTON FORUM When it comes to reaching Millennials there's no better vehicle than music, and the convergence of music talent, brands, networks, agencies and producers is happening at a rapid pace. Joining BCON Expo to talk about their experiences in leveraging the cultural heft of music to tell interesting brand stories are Kevin Chernett, Executive Vice President, Strategic Alliances at Live Nation and Chris Monaco, Vice President, Strategic Marketing & Brand Development at Universal Music Group. Moderated by BCON Expo co-chair Mike Wiese, Director, Head of Original & Branded Entertainment at JWT, Chernett and Monaco will dissect successful partnerships, give insights into the inner world of working with musical talent, and enlighten on how various partners can get in on the game. Featuring Kevin Chernett EVP, Live Nation Studios Live Nation Network Scott Gelade Partner & Head of Development Back Roads Entertainment Jennifer Justice Co-Founder/CEO-The Justice Dept. S. Carter Enterprises and Roc Nation Chris Monaco SVP, Strategic Marketing & Brand Development Universal Music Enterprises Dario Spina Chief Marketing Officer, Viacom Velocity Viacom Media Networks, Music and Entertainment Mike Wiese SVP, Branded Content & Head of Brand Studio, National Geographic Partners JWT
4:50 PM	Closing Remarks WHARTON FORUM

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