This is the archived SXSW 2012 schedule. Please see the current schedule here.

Mentor Session: Lori Schwartz

A new addition to SXSW Interactive 2012, Mentor Sessions enable less-established new media professionals to gain seven minutes of direct one-on-one career-related council from a more established / more experienced new media professional. Please visit for more information on Mentor Sessions or visit this URL to sign up for this Mentor Session -


Lori H Schwartz Chief Technology Catalyst McCann Worldgroup SLC

As Chief Technology Catalyst for McCann Worldgroup, North America, Lori is responsible for driving technology innovation at one of the world's largest marketing communications companies, with a focus on igniting IP creation for marketers and their brands. Lori looks at the areas of communication, entertainment, utility and networking and works with the clients and top creative and strategic executives of all Worldgroup companies to ensure understanding of new and evolving technology as well as emerging business models surrounding content and data enhancement.

Previously, Lori was one of the key principals to launch the highly regarded Interpublic Media Lab. As senior vice president and director of the IPG Lab since 2006, Lori oversaw the group’s strategy, helping to keep clients and agencies ahead of the digital curve, driving innovation in the dramatically changing media landscape. She piloted brand interaction opportunities on behalf of Interpublic, as well as facilitated emerging media upfronts and exclusive deals for Interpublic agencies and clients, including Microsoft, Intel, General Motors, Nestlé and Sony.

Lori is a frequent speaker at major industry events and has been profiled as one of the “30 Executives Shaping the Evolution of Media and Technology” by Variety and “100 People to Have Lunch with” by MediaPost Publications. Los Angeles-based, she sits on the boards of The Academy of Television Arts and Sciences and the National Association of Television Programming Executives as an expert on the evolving nature of storytelling, and the new content platforms and business models for the future of television. Prior to the formation of the Lab, she was interactive and new media producer at MRM Worldwide, a McCann Worldgroup company.

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