Keynotes

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Brad Brooks | Chief Marketing Officer, Juniper Networks

Brad Brooks is a proven leader and has a strong track record of delivering business results through global product marketing across B2B and B2C markets. He joined Juniper Networks in February of 2011 and in his current role of Chief Marketing Officer, he is responsible for positioning Juniper's growth strategy, growing opportunities in new and existing markets, and increasing the global demand for Juniper's solutions by creating and delivering remarkable customer experiences.

Prior to this role, he held the position of Vice President of Business Strategy and Marketing for the Software Solutions Division where he was instrumental in the development of Juniper’s software defined networking (SDN) virtualization vision and strategy as well as the creation of the new and innovative Juniper Software Advantage licensing model.

Before joining Juniper, Brooks was at Microsoft serving as Corporate Vice President for Windows Consumer Marketing and Product Management leading the $8 billion consumer business for the Windows client. In this role, he oversaw the launch of Windows 7, the most successful launch in Microsoft's history. He moved into this role from his position as General Manager for the Windows Commercial Business Group where he was responsible for the group's global enterprise business efforts, including the market introductions of Windows Vista and Windows software assurance and enterprise agreement marketing. Amid a declining enterprise market, Brooks developed multiple solutions sets for enterprise customers and grew the $900 million annual business to $3 billion in three years. He came to Microsoft in 2002 to work on the initial business development and marketing of Windows XP Media Center Edition.

Brooks has also held several product management, product development, business development, marketing, sales and operations roles with Enron, Lucent Technologies, and AT&T.

Brooks has a master’s degree in international management from the American Graduate School of International Management (Thunderbird) and a bachelor’s degree in business from the California State University.

How B-To-Me Marketing is Changing the Marketing Playbook

For tech marketing, there is been a lot of discussion around how B2B marketers needs to act more like B2C marketers. However, successful marketers understand that the future is in B-2-Me marketing.

Brad Brooks overviews the changing playbook as traditional marketing moves into a “tradigital” space. Reaching tech customers is no longer an IT-only pitch and your message needs to be up-leveled and individualized to reach Line Of Business and other non-IT professionals using both traditional and digital strategies. Brad will explain how to use net-promoter scores, buyer personas, and asymmetrical messaging to transform your marketing.

Plain-speaking your value proposition has never been more important.

 
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Stacy Martinet | Chief Marketing Officer, Mashable

Stacy Martinet is the Chief Marketing Officer leading integrated marketing and communications, including brand, social media, corporate communications, external affairs and the company's events business. Stacy sits on Mashable's Operating Committee which directs the company's strategy, planning and operations. She joined the company in 2010 to grow Mashable into a global media company.

Stacy also leads Mashable's corporate responsibility initiatives which include the Social Good Summit and its global movement. In partnership with the UN Foundation and Gates Foundation, the Social Good Summit has branched out to be an ongoing movement that has had the participation of 100 countries around the world and received participation from global leaders and policy makers.

She has spent her career at the intersection of media, brands and social media. Before joining , , Stacy spent nearly a decade in corporate communications and digital marketing at The New York Times. While at The Times, she was recognized with the company's Chairman's Award.

In 2012, Stacy was named the youngest member of PR Week’s 40 Under 40 list. She occasionally writes for Mashable and has contributed to The New York Times and Cosmopolitan Magazine. She sits on the board of directors of New York Women in Communications and Plant-A-Fish, an oceanographic and ecological health non-profit.

Marketing in the Digital Revolution

Stacy Martinet, Mashable's Chief Marketing Officer leads integrated marketing and communications, including brand, social media, corporate communications, external affairs, events and the Mashable's Social Good Commitment. Stacy joined Mashable in December 2010 and under her leadership the brand has grown globally, and its social media reach and engagement has doubled. Mashable’s 34 million monthly unique visitors and 14 million social media followers have become one of the most engaged online news communities

During this keynote, Stacy will discuss her experience working with a brand that started as a wordpress blog and under her management has evolved into an international media company for the connected generation. She will discuss the mindset and metrics in marketing in place at Mashable that are more important than ever in the world of tech marketing. Specifically, Stacy will divulge Mashable’s marketing strategy, which focuses on equal parts brand management and technology.

Stacy will walk through her day in the life on the job but also more importantly highlight how and why she relies on an integrated team to push Mashable’s marketing above and beyond the pack.

 
 
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Alison McConnell | EVP, Chief Growth Officer, Leo Burnett Worldwide

As the Chief Growth Officer for Leo Burnett Worldwide, Alison is charged with developing growth strategies for Leo Burnett around the world with a particular focus on emerging markets.

Having spent two decades in marketing and account management, Alison has managed some of Leo Burnett’s largest domestic and international clients. She currently oversees world-wide consumer products giant Pfizer Consumer Health.

After earning a B.A. from the University of Texas at Austin, Alison began her career as a marketing director at Whole Foods Market. During her six years with Whole Foods, she helped to oversee the largest growth and expansion of the company in its history and built a strong and admired brand in the U.S.

Alison has traveled extensively throughout her career. She has a deep respect and admiration for cultures and enjoys exploring new places. Alison has a passion for art and design, and loves spending time with her husband and two children. Alison is a member of the board of directors for Heartland Alliance for Human Needs and Human Rights, an international social service and human rights agency. She also is a member of the advisory board of Jelli, an internet crowd-sourced radio provider.

Tech Marketing Needs More Havoc

What can tech marketers learn from a Brazilian soccer club, an insurance company and a deodorant brand for teenage girls? In one word: Havoc.

Join Alison McConnell, Chief Growth Officer of Leo Burnett Worldwide, to learn how bold, brave and purposeful creative can inspire participation and yield spectacular results for your brand.

McConnell will outline the advantages and lessons of wreaking havoc by sharing some of the most lauded creative in the world. In this session, you’ll learn how a quiet CPG became a voice for social good, how the very personification of Mayhem was unleashed onto social media, and how one of the most beloved brands in the world was challenged to help heal wounds from a decades old conflict.

 
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David Pogue | Tech Columnist, Yahoo

David Pogue grew up in Shaker Heights, Ohio, a suburb of Cleveland. A music and theatre geek from day one, he starred in, composed, played piano for, or conducted musicals and choirs from elementary school through high school. He was also a language jock, winning the Ohio Spelling Bee in 1977, and a magician, performing over 400 magic shows during his teenage years.

He studied music, English, and computer science at Yale, graduating summa cum laude in 1985 with distinction in music.

After college, Pogue moved to New York City, aspiring to compose Broadway shows. For ten years, he worked as a conductor, synthesizer programmer, arranger, or assistant on several Broadway shows (“Carrie,” “Welcome to the Club,” “Kiss of the Spider Woman,” and “Anything Goes at Lincoln Center”) and a few Off-Broadway ones (“Pajama Game,” “Godspell,” and “Flora the Red Menace,” which he also orchestrated).

In the interest of hedging his bets, he also founded and taught for several years the beginning magic courses at the New School for Social Research and New York's Learning Annex. He also co-designed and wrote the manuals for music software programs like Finale, from Coda Music Technology.

Unfortunately, the demand for new young composers on Broadway is next to null these days and Pogue saw the writing on the wall. All of a sudden, his computer-teaching skills were turning out to be more in demand than his musical ones. So he started teaching the Broadway community how to use their computers—first composers such as Stephen Sondheim, John Kander, Jerry Bock, David Shire, and Cy Coleman, and then later Hollywood and literary celebrities such as Mia Farrow, Gary Oldman, Natasha Richardson, and Harry Connick Jr.

He began writing for Macworld magazine in 1988. His triple-award-winning column "The Desktop Critic" appeared on the back page until November 2000, when he joined The New York Times.

In 1992, IDG Books asked Pogue to write Macs for Dummies. The book became the #1 best-selling Macintosh book in all of its 17 languages and six editions.

Pogue wound up becoming a prolific author, writing or co-writing seven books in the For Dummies series, including Opera, Classical Music, and Magic; six editions of the 1,300-page

313 Washington Street, Suite 225 | Newton, MA 02458 | Phone: 617.614.1600 | Fax: 617.965.6610 | apbspeakers.com bestseller Macworld Mac Secrets, which he co-authored with former Yale roommate Joe Schorr; and a novel, Hard Drive, a New York Times “notable book of the year.” In 1998, his PalmPilot: The Ultimate Guide became the #1 best-selling Palm book.

In 2000, Pogue created the Missing Manual series: a line of superbly written, printed manuals for computer products that don't come with any—in other words, "the book that should have been in the box.” The series, published in collaboration with O'Reilly & Associates, now includes over 100 titles, includes bestsellers on topics like Mac OS X, the iPhone, Windows 7, Dreamweaver, iMovie, iPhoto, Microsoft Office, and others. He sold the series to O'Reilly in 2004 but still writes the Missing Manual titles on Windows, Mac OS X, and the iPhone.

In November 2000, Pogue became the personal technology columnist for The New York Times. His Times column, “State of the Art,” appears every Thursday on the front page of the Business section. Soon thereafter, he began writing his daily Times blog, “Pogue's Posts”; authoring a weekly e-mail Times newsletter, “From the Desk of David Pogue”; and shooting his Webby Award-winning, very silly Times web videos, which aired on CNBC from 2007 until 2011.

Pogue appears frequently on radio and TV. For several years, he was a regular technology guest on Martha Stewart's TV show, NPR's “Morning Edition,” and CNBC's Power Lunch and On the Money.

Today, he has moved on to Yahoo, helping them oversee and expand their consumer technology coverage. The position at Yahoo further catapults Pogue as one of the preeminent speakers on today’s latest technology advances. He also writes and hosts about six segments a year for CBS News Sunday Morning (work that won him an Emmy in 2004). But he may be best known these days for his work on NOVA, the long-running PBS science show. He was the host of NOVA ScienceNow in 2012 and his Making Stuff series, a 2011 four-part miniseries, won NOVA its highest ratings in six years—ratings that were surpassed only by Pogue's second Nova show, Hunting the Elements, in 2012.

Drinking from a Firehose: The Unrecognizable New World of Tech and Culture

Wearable tech, the quantified self, LTE, Internet thermostats, self-driving cars, social media, augmented reality, speech recognition in everyday objects--the tech of our world is changing faster and faster. But the fascinating part is the effect it's having on the society and culture we once knew. What will life be like when printed newspapers and printed books are niche relics? What are the ramifications of the massive services-for-privacy trade that young people, especially, seem willing to make? How can we trust the companies who harvest our data--and then, over and over, turn out to have betrayed our confidence?

In this funny, fast-paced snapshot of the new world, Yahoo Tech columnist David Pogue will bring you up to date--and help you consider what we'll gain, what we'll lose, and what beliefs will shift into something we've never seen before.

 
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David Sable | Global Chief Executive Officer, Y&R (Young & Rubicam)

“Do it big, or stay in bed.”
That’s David’s belief, and it says it all — why bother if you can’t do it right?
David Sable became Global CEO of Y&R in February 2011, but Y&R has long been in his blood. He joined the Y&R training program in 1976, and he credits this induction into the business as the foundation for much of what he has done in his life. 
At Y&R, David sees the greatest competitive differentiator to be the agency’s ability to create a complete experience for consumers that bridges the detail and physical worlds. While digital is everything, not everything is digital, and Y&R is eminently positioned as storytellers and innovators.

David has a strong online presence: he has been blogging since 2006, writing The Weekly Ramble, and has also written for Google Think Insightsand Fast Company. He is a frequent contributor to The Huffington Post and is a Linkedin Influencer. His views have been featured in many publications including Advertising Age, Adweek, Forbes, Yahoo! and Microsoft Advertising.

David believes it is important to be active in the industry. He is Director-at-Large of the American Association of Advertising Agencies (the 4As) and was a founding member of its Digital Advisory Board. He is also a director of the Advertising Council and has served on a wide range of juries — his favorite in recent years being the Titanium panel at Cannes. David is often asked to speak about marketing and digital, and serves as an adviser to many digital start-ups around the world. 

David is equally passionate about giving back to the community. In the last year he became Chair of UNICEF’s New York Philanthropic Advisory Board and he has served on the New Yorkers Volunteer State Office of National and Community Service Commission since 2010. In 2008, the Mayor of the City of New York, Michael R. Bloomberg, appointed David to serve as a member of the Cultural Advisory Committee of the New York City Department of Cultural Affairs, on which he still serves. David also serves on a number of educational and other charitable boards including the UNCF. He was just named by Fast Company as one of the 10 Most Generous People in Marketing and Advertising.

David and his wife, Debbie, have two daughters and three treasured grandchildren — Henry, Teddy and their newborn sister Gemma.

Generation World…The New Tech Consumer

David Sable, Y&R’s global CEO, Y&R will introduce Generation World, a group of consumers who do not define themselves by age or demographic and who share more in common than ever before. David will challenge Traditional Segmentation, warn against the over-reliance on Big Data, and remind the audience of the "Digital Exponential" — the exponential value of connecting with consumers in their real physical lives.

New players, shorter lead-time and higher expectations means advertisers must strike the balance between Creativity and Innovation in a marketplace that demands that we be highly entrepreneurial.