Paris – MIPTV 2017 is thrilled to announce Pepsi’s Adam Harter and AOL’s David Shing as the first two keynote speakers of MIPTV 2017. The world’s leading entertainment content market, MIPTV takes place in Cannes, France from 3-6 April 2017.
Both speakers will explore “the new frontiers of storytelling,” which has been chosen as the overarching theme of MIPTV 2017. Creators, from producers to brands, are seeking to come up with the next bingewatch-worthy story, while at the same time the content industry is undergoing several changes with ever-growing cross-fertilisation between the online world and TV.
Adam Harter , Vice President of Marketing and Cultural Connections at PepsiCo, will discuss “A New Era of Brand Storytelling.” In this time of explosive change across consumer behaviour, technology and data, Harter will outline how Pepsi is breaking paradigms to connect with its target consumers in a more effective and meaningful way through the content and experiences it creates. He will discuss unique integrated brand marketing best practices, including Pepsi’s recent partnership with the hit TV series Empire on FOX; how to create immersive brand experiences; Pepsi’s efforts to build internal content development capabilities and how to wield the power of social media. In acknowledgment of its track record as an innovative content creator and forward thinker, Pepsi has been named MIPTV 2017’s Brand of the Year. Previous winners include Mattel, Marriott Studios, Chipotle and Intel.
David Shing – also known as Shingy – Digital Prophet at online media giant AOL, will explore ways of “changing the conversation,” as brands become the experience. As the digital landscape continues to shift, marketers need to move away from campaigning at consumers, and toward having conversations with them, he will argue. Embracing a more humanised experience, attention is becoming the new currency measured by dwell time and engagement – not just the quick interaction of a like, follow or click. Shing will take an insightful look at digital trends, how they are affecting behaviour and explore what brands can do to influence the customer experience as screens become as fragmented as the technology and data.
