Hot Seat - Navigating the Content Jungle

June Hot Seat Panel discussing Navigating The Content Jungle: Content is king, Distribution is queen, Channel and Content Strategy is simply essential.

For 20+ years, we’ve heard that “Content is king.” Since then, Distribution has become queen and Channel Strategy has become essential.

Join us as our panel of experts discuss where things stand in 2019, and how they are navigating the content jungle.

Date:  Wednesday, June 5

Time: 8:00 - 10:00 a.m.

Where: MillerCoors, 250 S. Wacker Dr. 
VALID ID REQUIRED UPON CHECK-IN 

Cost: Members $75, Non-Members $100
(Breakfast bites and beverages included)


MODERATOR

RACHEL DAVIS MERSEY, PHD
Associate Professor at Northwestern University

Rachel Davis Mersey, PhD, is an associate professor at Northwestern University's Medill School of Journalism, Media, Integrated Marketing Communications. There she also serves as Executive Director of the Media Leadership Center (MLC). Her first book, Can Journalism Be Saved? Rediscovering America's Appetite for News, was released in 2010 and stands as a formative argument in the recasting of local news efforts as community-driven initiatives.

 

 

PANELISTS

ERIC LEVIN
Global Chief Content Officer, Publicis US Content Lead

As the lines blur between “media” and “creative,” Eric Levin and his growing Spark Content team have made one thing clear: call it what you want, they’re going to keep doing breakthrough work.

Levin currently presides over a stable of 150+ full-time staffers from coast to coast, a group who were a major force behind the agency’s 37 Cannes Lions in 2016.

With success has come added responsibility. In addition to being named Chief Content Officer for Publicis Media’s largest U.S. agency, he was recently named to chair Publicis Media’s U.S. Content Council. Levin has also become a coveted new business teammate, playing a key role in recent wins, and helping the group triumph in more than two-thirds of their pitches.

Levin’s bold vision is to continue to challenge traditional ways of working. “That’s the definition of content today, standing up to traditional models and proving there are better and more impactful ways to connect with consumers,” he says. “We’ve really become a fully-evolved and capable creative media agency.”

The work speaks for itself. The standout “Greg the Genie” series for Slim Jim joined the edgy brand with hot comedian TJ Miller and Funny or Die, the resulting vignettes generating not just millions of hits, but also the unsolicited praise of noted cynic Morgan Spurlock.

REI’s “Every Trail Connects” series focused on deep storytelling with a social twist: pairing emotional mini-documentaries on outdoor enthusiasts with donations in support of our nation’s distressed trail systems. The program resulted in a significant double-digit brand affinity lift and provided significant financial support for a cause near and dear to the hearts of REI’s target.

And Coors Light defined their new tagline, “Thirst for More,” by focusing on the brand’s connection to the outdoors. 12 films were created to celebrate those who shared the brands same philosophy.  In these videos, adventurous artists, like photographer Reuben Wu, are able to explore breathtaking and largely remote locations around the world—and help realize previously unattainable creative ambitions—courtesy of Coors Light. And, in a true first-ever, Coors became the very first brand channel on Roku.  To date, the custom videos have garnered 12M video views, and the campaign overall accumulated more than 143M+ social impressions and 1.1M+ social engagements.

Just four years into his role, Eric now leads the fastest-growing practice at Publicis Media, one that’s being held up as a model for how to approach content across the global firm.

 

MARK MULHERN
CEO, We Are Unlimited

 

TERI ARVESU
VP of Content, Univision Communications

 

The Chicago Advertising Federation exists to foster momentum in Chicago’s advertising industry. The four pillars of the Chicago Advertising Federation are:

  • Professional Enrichment
  • Chicago Market & Industry Recognition
  • Networking
  • Community Involvement



CAF is supported by the following sponsors:

Platinum:

Silver:

Bronze:

CAF branding and website design provided by Leo Burnett, Department of Design.