FEATURE INTERVIEW
Lonnie Hodge
Chief Executive Officer Culture Fish Media

Professor Lonnie Hodge currently teaches language, culture and global marketing in southern China and is the creator and CEO of Culture Fish Media and has been a consultant and Search Engine Marketing specialist for SMEs and Multi-National Corporations for eight of those years. He owned and developed one of the internet's first online bookstores and was a member of the US Army's first Global Internet think tank in the 70's. He is a well-known lecturer worldwide, covering topics such as Asian culture, international trade, search engine marketing (SEM), cultural marketing, ESL, Creativity, Humor and personal growth and development, blogging and New Media strategies. He is the co-founder of the online China Dreamblogue project which provides digital internships for exceptional students while raising funds for educational charities

PROGRAM INTRODUCTION AND HOST

ad:tech Shanghai 2008

Shanghai 2008 Opening

 

Welcome to ad:tech Shanghai 2008 and a preview of the conference with Drew Ianni and a group of experts on the current state of digital marketing, media and technology in China. This is the opening keynote for ad:tech Shanghai 2008 and sets the framework and expectations for this conference and what we can expect to see and hear during it.

 

Additionally, a group of China digital experts discusses how China is evolving into one of the most advanced and diverse digital markets in the world with more than 300 million internet users, the largest market in the world and continued growth in access expected for years to come.

Keynote Speeches

Keynote: Digital Media: - From New to Mainstream

Digital media can no longer be seen as a new media, it's now mainstream. This keynote speech explores how digital media is challenging traditional media platforms. Using the Wenchuan Earthquake and the Olympics as case studies, SY leverage his 17 years' advertising experience and Tencent's status as China's leading portal, will show to the audience the competitive qualities of digital media over broadcast - speed, convenience, relevance of delivery and the power of users' participation to name a few. This keynote will embrace the transforming power of this mode of media consumption and its effect on the consumers and marketers.

Keynote: Convergence - offline to online publisher

In the past few years, we saw many established offline publishers/media migrating online, incorporating an integated approach in news coverage and content providing in general. What is the rationale behind such convergence? And how to realise a meaningful convergence?

With all the massive cuts in newsroom staff, this is a particularly timely topic, as publishers on the digital side of the media business are striving to realize revenues from the Internet. We have invited China's top publishers/media, both homegrown and international, to share their insights and show the direction of the converging trend in publishing.

Keynote: Utilizing AdNetworks for Effective Campaigns

As a marketer, the world of online marketing can be a complex and intimidating place. It;s difficult to figure out waht advertising will work to bring in that elusive customer. Ad networks is such online channel that can help achieve online advertising goals.

Join our panel as they explain what an adnetwork is, how they work, and how they are removing many of the inefficiencies assciated with traditional buying and selling of online channels. You'll also gain an overview of how ad networks are enabling advertisers achieve their ROI goals while allowing them to maintain control of their brand. If you are looking to get a better understanding of ad networks and how they can benefit your business, then this is the session for you.

Keynote: Social Networking

Quietly but surely social networks take over the center stage as more and more Chinese reside in the cyber community and expand their social networks. Are social networks aware of their own popularity? How can this be transformed into marketing opportunities? How do brands position themselves in the social network to reach their marketing goals? Join this fun panel and be inspired by some serious "socializing" tips from social network, brand and agencies who are setting the trend in China.

Keynote: Internet Word of Mouth in China

In this panel, we move beyond the simplistic understanding of IWOM as crisis and fake blogs to see progressive examples of brands engaging the power of real people, real talk and real community. The session will highlight examples of organic community culture and movements that impact and can serve as inspiration for brands. The panelists, which include China digital directors from Nike and Johnson Baby, will highlight case studies of working with and building online community relationships for effective "co piloting" marketing.

Keynote: The Cult & Culture of video

Digital has unleashed video content well beyond television - and there is no turning back. Video sharing sites attract millions of eyeballs, the world is looking for the next viral hit and web celebrities are now created over night. Video is revolutionizing the industry and changing media consumption as we know it cross a variety of media channels.

Multi platform video content provides opportunities and challenges to the entire industry. What is the future of TV and video based advertising? How will content be created and advertising production models change with the proliferation of professional and user generated video? How will video platforms monetize the increasing eyeballs they attract and how do advertisers measure marketers embrace video and how do they move to being content creators? The Cult of video swept the entire industry in such way that you simply cannot afford skipping.

Keynote: Shanghai 2008 Opening

Welcome to ad:tech Shanghai 2008 and a preview of the conference with Drew Ianni and a group of experts on the current state of digital marketing, media and technology in China. This is the opening keynote for ad:tech Shanghai 2008 and sets the framework and expectations for this conference and what we can expect to see and hear during it.

Additionally, a group of China digital experts discusses how China is evolving into one of the most advanced and diverse digital markets in the world with more than 300 million internet users, the largest market in the world and continued growth in access expected for years to come.

Conference Interviews

Jeremy Goldkorn
Founder & Publisher Danwei

Jeremy Goldkorn founded Danwei, a website about media, advertising and urban life in China in 2003, and acts as editor-in-chief and publisher. A native of South Africa, Goldkorn moved to China in 1995. He has lived in a workers dormitory, ridden a bicycle across Xinjiang and Tibet, and spent the last decade working in the Chinese media, advertising and Internet industries. He produced the documentary African Boots of Beijing. He is frequently profiled in the Chinese media, while the Western press regularly solicit his views on media regulation, Internet business, freedom of expression, and the habits of young Chinese Internet users. Goldkorn is a regular public speaker at both Chinese and English-language conferences and events.

Peter Cheng
Chief Operating Officer AdChina

Peter Cheng is the COO of AdChina, the leading ad network in China. Peter joined AdChina from Adify, where he was VP of Product Management. Peter was instrumental in building Adify's industry leading Built-Your-Own-Network (BYON) platform, and led Adify's IAB Certification project. Prior to Adify, Peter worked for eBay as Principal Product Manager leading eBay's global Internet marketing initiatives. Before joining eBay, Peter held several senior marketing and product management positions at Vividence, Oracle and FedEx. Peter holds an MBA from the Kelley School of Business at Indiana University and a BS in Computer Engineering from National Chiao Tung University in Taiwan.

Drew Ianni
Chairman, Programming & Senior Global Analyst ad:tech

Before taking on his responsibilities at ad:tech in 2006, Drew acquired more than a dozen years of agency, analyst and management experience in the digital advertising and marketing industry. Prior to ad:tech, Drew was head of the Sheridan Square Partners, a freelance creative group and previously had served as Chief Executive Officer of @tmosphere.BBDO, the digital marketing services division of BBDO North America, and a division of Omnicom. In his role at BBDO, Drew worked with clients such as Cingular Wireless, Wrigley, General Electric, Visa, Frito Lay, and others and served on the Board of Directors of BBDO North America. Before Jupiter, Drew began his interactive career in 1994 as an account manager at CKS Partners, a pioneering, Silicon-Valley based interactive agency.

Michael Gorman
Global Senior Vice President of Marketing Services for Digital Impact Acxiom Corporation

Michael Gorman is Global Senior Vice President of Marketing Services for Digital Impact for Acxiom Corporation and responsible for global digital strategy. He added search marketing and web personalization capabilities to Acxiom's offering portfolio through strategic acquisitions, and played a lead role in developing Acxiom's multi-channel services, which provide integrated online-offline marketing solutions that drive unified multi-channel campaigns from a core marketing database.

Lonnie Hodge
Chief Executive Officer Culture Fish Media

Professor Lonnie Hodge currently teaches language, culture and global marketing in southern China and is the creator and CEO of Culture Fish Media and has been a consultant and Search Engine Marketing specialist for SMEs and Multi-National Corporations for eight of those years. He owned and developed one of the internet's first online bookstores and was a member of the US Army's first Global Internet think tank in the 70's. He is a well-known lecturer worldwide, covering topics such as Asian culture, international trade, search engine marketing (SEM), cultural marketing, ESL, Creativity, Humor and personal growth and development, blogging and New Media strategies. He is the co-founder of the online China Dreamblogue project which provides digital internships for exceptional students while raising funds for educational charities

David Ketchum
Chief Executive Officer Upstream Asia

David Ketchum is Chief Executive Officer of Upstream Asia. He specializes in brand building, and corporate and marketing communications for companies expanding their business in Asia Pacific. He is the author of BIG M, little m Marketing: New Strategies for a New Asia, published in May 2003 by John Wiley & Sons(www.bigmlittlem.com). David is the Chairman of the Asia Digital Marketing Association (www.asiadma.com) and a founding board member of the Council of Public Relations Firms in Hong Kong.

Kentaro Watanabe
President and CEO MicroAd

Kentaro Watanabe is President and CEO of MicroAd, is a leading company of online advertising technology as typified by Behavioral Targeting and Contextual Targeting, providing "MicroAd", one of the largest ad-network services in Japan. In 1999, Mr. Watanabe joined CyberAgent, online advertisement agency and online media publisher. He launched Osaka branch and was appointed General Manager in July 1999. In July 2005, he returned to Tokyo and launched "Ameblo", the most popular blog service provider in Japan.

Venus Lee
Managing Director, Emerging Media Razorfish

Led by her passion and vision for the emerging digital media market, Venus Lee co-founded e-Crusade with two partners in 1999. Together they grew e-Crusade into a reputable digital agency in Hong Kong, winning more than 80 awards both locally and globally, and expanded the business by establishing offices in both Shanghai and Beijing. Razorfish acquired the company in 2007. In her position at Razorfish, Venus crafts the online branding strategies for well-known brands such as Nike, Coca-Cola, HSBC and Microsoft.

Mathew McDougall
Chief Executive Officer SinoTech Group

Dr. Matthew McDougall is recognized worldwide as a leading expert on online advertising and online marketing analytics. Dr McDougall founded SinoTech Media in Beijing, China after identifying a need in the Chinese market for an integrated digital advertising platform. Having already developed relationships with many of China's largest websites and online Publishers, he was intent on promoting an end-to-end online advertising platform to Internet Publishers and Advertisers so they can exploit new performance marketing techniques and develop effective brand management solutions.

Masato Taketomi
Executive Director, IMC Dept. ORICOM

Masato Taketomi has over twenty years of experience in strategic marketing. During his extensive career, he has gained and dealt with a variety of clients across various industries and fields. His areas of expertise include business development and launching events and conferences internationally. Focusing on the business development side, Taketomi has been Executive Managing Director with marketing and advertising company, Oricom Since 2007. Prior to this position he was Account Director at Oricom. In this role he was responsible for brand building and media planning across platforms including TV, radio, print media and events.

Ryuta Nagai
Exective Manager Media Agency

Ryuta Nagai 1992 join a agency in Japan. Charge for account of automaker and digital manufacturer. 2001 change to digital division. Media development team The set-top box service, Mobile satelite broadcasting. e.t.c. 2004 Intaractive media produce team.