Getting the Jump on Mobile Advertising: A Conversation with Carolyn Everson, Kristin Patrick and Andrew Robertson

Mobile devices now outnumber people globally. Ad dollars are following consumer behavior and flowing into mobile by the billions, which is good news for some and economic chaos for others. Mobile web traffic even surpasses that of desktop’s worldwide. The industry direction was clear — if you’re not thinking mobile first, you could be last. With mobile ad spend topping $28 billion in 2014, and mobile predicted to make up 72 percent of the total ad spend by 2019, who is winning in capturing this revenue, and how? This event explored these issues as well as new creative formats, measurement capabilities, targeting and insights enabled by mobile; what mobile platforms and technologies will be the biggest game changers over the next two to five years; and, how mobile advertising will play out on a global scale.



Panelists:

Carolyn Everson
Vice President, Global Marketing Solutions
Facebook
Carolyn Everson is the Vice President of Global Marketing Solutions at Facebook, where she leads Facebook’s relationships with its top marketers and agencies across the globe. Carolyn oversees a team of regional leaders, and the teams focused on global partnerships, global agencies and Facebook’s Creative Shop. Prior to Facebook, Carolyn was the Corporate Vice President of Microsoft’s Global Advertising Sales and Trade Marketing Teams. Carolyn led the company’s advertising business across Bing, MSN, Windows Live, Mobile, Faming, Atlas and the Microsoft Media Network. Carolyn also spent seven years at MTV Networks. Her last role was as Chief Operating Officer and Executive Vice President of U.S. Ad Sales for MTV Networks where she oversaw strategic planning, operations, and finance for MTVN’s U.S. Ad Sales department. She also was responsible for MTVN’s Direct Response business and the cross platform, cross brand strategic sales and marketing group called Generator. Carolyn holds a bachelor’s degree in liberal arts and communications from Villanova University where she graduated Summa Cum Laude. She also obtained a master’s degree in business administration from Harvard where she was a Baker Scholar. Carolyn has been named a Woman to Watch and Fortune included her on the 40 under 40 list two years in a row. Carolyn is also on the Board of Directors of Hertz Global Holdings, Inc; serves on the boards of DonorsChoose, The John A. Reisenbach Foundation, and the Mobile Marketing Assocation; is an advisor to Luma Partners; and is Chairman of the Board of Directors of Effie Worldwide. She resides in Montclair, New Jersey with her husband Doug and twin daughters Taylor and Kennedy.

Kristin Patrick
Senior Vice President, Global Brand Development
PepsiCo Global Beverage Brands
Kristin Patrick has a passion for creating truly breakthrough, integrated brand marketing campaigns and building 21st century brands that envelop the consumer across product, content and experience. Building on a successful, 20+ year career, Kristin joined PepsiCo in 2013 and is currently Senior Vice President, Global Brand Development, PepsiCo Global Beverage Brands, responsible for defining and managing expansion opportunities, new platform development and creative marketing communication globally across the company’s flagship global brands including the entire Pepsi trademark, Mountain Dew, Mirinda, 7Up and PepsiCo’s portfolio of energy brands, as well as global brand development across the entire PepsiCo portfolio. Recently named one of the “Top 50 Women in Brand Marketing” by Brand Innovators, Kristin has developed a  distinguished reputation for being a disruptive, trend-setting brand steward – breaking the barriers between pop culture and brands by creating universal  relevancy across sports, fashion, technology, music. Blurring the lines between how brands can reach and interact with its consumers, Kristin leverages her years of converging cultural relevancy with innovative brand marketing to bring to life the ethos of the Pepsi trademark, Mountain Dew, 7UP, Mirinda and PepsiCo’s energy brands, cementing the brands’ rightful place in the world of pop culture. Prior to joining PepsiCo, Kristin was the Chief Marketing Officer for Playboy Enterprises where she worked to extend the brand into new categories and launched new digital initiatives, including gaming and an e-commerce hub. Previously, Kristin served as Executive Vice President of Brand Strategy at William Morris Endeavor. In addition to GAP, Kristin held several other leadership positions at Liz Claiborne, NBC Universal, Calvin Klein, The Walt Disney Company and Revlon where she served as the Vice President for Brand Strategy and New Product Initiatives. Kristin holds a B.B.A in Business from Emerson College. She resides in New York City and Los Angeles with her daughter Olivia.

Andrew Robertson
President and CEO
BBDO Worldwide
Andrew Robertson has been President and Chief Executive Officer of BBDO Worldwide since June 2004. BBDO Worldwide adds value to its clients’ brands and businesses through its focus on “The Work, The Work, The Work.”   It has been named Network of the Year at Cannes five times and is currently the world's most awarded agency network according to The Gunn Report and the Most Creative Network across all communications platforms in the Directory Big Won.  Since 2005, BBDO has been honoured as Global Agency of the Year in Ad Age, Adweek (two times) and Campaign (four times).  In 2011, BBDO Worldwide was also recognized as the Most Effective Network in the world by the Global Effies. Andrew first came to BBDO in the UK in 1995, joining Abbott Mead Vickers BBDO where he subsequently served as Chief Executive.  In 2001, he moved to BBDO North America to serve as President and CEO. He began his advertising career at Ogilvy & Mather, London as a Media Planner.  He switched to Account Management and was appointed to the Board of Ogilvy & Mather in 1986.  In 1989, he joined J. Walter Thompson and in November 1990, was appointed Chief Executive of WCRS. Andrew has a degree in Economics from City of London University.  He currently serves on the Boards of Autism Speaks, the Center on Media and Child Health, the International Rescue Committee and Wake Forest University Business School.  He is a past Chairman of The Advertising Council.  

Moderated By:

Peter Lattman
Deputy Business Editor, The New York Times
Peter Lattman has been deputy business editor of The New York Times since November 2014. He also currently serves as media editor, overseeing the newspaper's coverage of the media and entertainment industries. He joined The Times in August 2010 as a reporter for Business Day and DealBook, covering Wall Street with a focus on white-collar crime and law firms. He led the paper’s reporting on the insider trading scandals, including the trials of Raj Rajaratnam and Rajat Gupta, and the case against the hedge fund SAC Capital Advisors. Mr. Lattman was previously a reporter with The Wall Street Journal, where he covered legal affairs and then the private equity industry. In 2009, he shared a Gerald Loeb Award in the breaking news category for coverage of the financial crisis. Born in New York City, Mr. Lattman grew up in Roslyn, on Long Island. He earned his undergraduate degree in History and Literature from Harvard and a law degree from Fordham. Before pursuing a journalism career, he practiced law at Kramer Levin Naftalis & Frankel and worked in the investment management division at Goldman Sachs. He lives in Manhattan with his wife, Isabel Gillies, an actor and writer, and their three children.

This event is exclusive to Media Council members and other invited guests. To find out more about Media Council membership or inquire about receiving an invitation, contact mediacouncil@paleycenter.org.

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