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

Own the Media. Or the Media Will Own You

#sxsw #ownmedia

For a long time the business of media was all about buying people’s attention. Not so long ago, “spontaneous media” (whatever it really means) stepped in. But the growing fragmentation of media landscape and more social driven media experiences are making people’s attention harder to get.

Don’t panic. It’s time to add owned media to the equation. Audience is value, and if your can build one or use better one that you already have you will own the greatest asset of all. And, at some point, a consequence of this might be to stop buying media and start selling it. Is your marketing department is ready to start making money instead of spending it?

LiveAD, brazilian award winning creative hotshop (and 2011 SXSW interactive activism finalist!), talks about the importance of owned media along side paid and earned media. And shows some advantages of platform building and some nice results achieved for clients such as Nike, C&A, Lacoste and Oi (one of the biggest mobile carriers in Brazil).


Cristina Monteiro Mktg Mgr PepsiCo

Cristina has joined Pepsico in July 2011 as Snacks Marketing Manager, being Doritos and Ruffles the main brands under her responsibility. Cristina has over 15 years of experience in consumer goods industry. She has started her career in the cosmetics world, working for different brands and companies, such as Yves Saint Laurent, Coty and O Boticário. In 2006, Cristina moved to the foods industry, when she joined Kraft Foods Brazil. In Kraft, she has worked for beverages and biscuits categories, leading Club Social repositioning case. Cristina has an undergraduate degree in Tourism, graduate degrees in Marketing and Foreign Affairs.

Lucas Mello CEO Live AD

Lucas Mello is a partner and CEO of LiveAD, Digital and PR integrated agency based in Sao Paulo, which today serves clients such as Nike, C&A, Lacoste, Diageo, PepsiCo and Multishow. LiveAD has won two Lions at Cannes and recently won a bronze award at Facebook Studio. Graduated in Advertising and Communication, he began his career in the late 90’s working with Internet start-ups and founded his first company with three other partners, the research and trends firm called Box1824. Today he is a partner of a holding called OGrupo (The Group) which has in its portfolio companies like Box1824, LiveAD, and Talk Inc. and Aquiris Game Experience, and in his free time he has founded the Clasta Group, a holding company that owns restaurants and clubs in São Paulo.

Mauro Silva Creative Dir Live AD

Mauro leads the planning and creative team of LiveAd. He is responsible for high complexity communication projects for clients like Nike, Doritos, C&A, Multishow and Globo TV. His work has had recognition of two consecutive Cannes PR Lions (2009, 2010), finalist at SXSW Interactive/Activism and has just been awarded with bronze at Facebook Studio Awards.

Ricardo Guerra Head of Consumer Channels Banco Itau

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