Can The Biggest Ideas Fit in Smallest of Ad Spaces?
This year, Internet advertising turns 18-years-old. And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they're being used to connect, engage and entertain.It is time to put digital advertising to the ultimate test. We selected four iconic commercials of yesteryears, and asked the legendary creatives behind them to re-imagine them for the digital age. These advertising icons defined the mediums of the past. Now they're back to help shape the medium of the future, prove that great ideas come first, and inspire a new generation of creative minds along the way.The Brands: Coca-Cola, Avis, Volvo and Alka-SeltzerThe Films: No experiment is complete without its lab book. Documented by Emmy-award winning filmmaker Doug Pray, you can watch the process unfold and witness the journey of the five icons as they put the minds and the medium to the test.This session is sponsored by Google.
Presenters
I have been working at Google for 6 years, 5 of those in the display advertising business. I currently lead advertising and brand innovation work across display, mobile and video platforms, focusing on developing campaigns that demonstrate how technology has the potential to change how we make ads.
At SXSW I will be unveiling our latest experiment, that challenges the industry and the digital technology as a medium to create ads that consumers will love remember and share many years from now.
My role at Google straddles between brand management, creative concepting and technology development.
Background:
I completed my BS in Computer Science in 2003 from Madras University (India) , and MS in Management Science in 2006 from Stanford University.
Cecelia leads Google's agency development among Creative agencies and Independent Media agencies. She launched a team designated to these efforts in January of 2011 and has quickly built positive partnerships across the country among agencies driving cutting-edge digital work. Her mission is to fuel technology-driven creativity and help paint a new landscape of intelligent, beautiful, digital advertising. Said another way, she wants to share the magic of what Google makes, so that advertisers can make magic on behalf of brands.
She gets up in the morning to feed the kids' guinea pig and to draft ideas for Idea Jams with key agency friends. She has introduced the first series of Google Creative Councils to generate dialogue with top agencies about partnership with Google. Internally within Google, she acts as a vocal advocate of upstream engagement with Creative minds in order to support Google's business objectives. blah blah blha blh
Cecelia has over 17 years of marketing and advertising experience, ranging from financial service to technology businesses with B2B and B2C value propositions. A strong practitioner of integrated marketing, Cecelia has spent much of her career with agencies, where she has led all forms of creative and media solutions, including print, radio, broadcast, mail, e-mail, and online advertising, and a custom vehicle or two. She was formerly an SVP Group Account Director at Grey San Francisco, a division of Grey Global and part of the WPP Group of London. She served as the Director of Client Services for SF Interactive, was an early member of Tonic 360, and an account manager at Foote Cone & Belding. An Echo-Award-winning direct marketer, Cecelia applies a spirit of accountability to all her work. She is a magna cum laude graduate of UC Berkeley in cultural anthropology.
✴ Clients have included Oracle, Adaptec, Verisign, Borland, Sybase, Cisco, Autodesk, Wellpoint, Janus Mutual Funds, Ameritech, Robertson Stephens, The Money Store, Varilux, Virtual Vineyards, Roxio, Autotrader.com, Match.com, WebMD.com, Roman Meal Bread, California Strawberry Commission.
She lives in the Oakland Hills with her husband of 20 years and two (insanely hilarious, musical, brilliant, perfect) little girls who are 6 and 3. She likes making homemade pizza with the Big Night soundtrack on while the girls are screaming “Hey Mambo…Mama mia pizzeria!” and spinning floury dough all through the house.
Sunday, March 11
