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Known as the must-attend event for discovering what’s next, MITX’s FutureM brings together marketing and technology innovators to contemplate and celebrate the future of Marketing.  FutureM is about integrating traditional marketing, digital marketing, R&D, product development and all other parts of an organization that impact customer engagement and purchasing decisions; all hosted at the Boston Convention and Exhibition Center.
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Thursday, September 18 • 1:30pm - 2:15pm
Anatomy of a Viral Video

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In advertising, we work tirelessly to create what we hope is incredible branded content and then pay to get it in front of as many of the right people as possible. Our success is measured by some combination of business results, brand surveys and industry awards. But what really gets our blood pumping is when our work grabs the attention of the masses and goes viral. At Mullen, we recently had the good fortune of experiencing this with a video we created for American Greetings’ Mother’s Day campaign.

Naturally, when you do something great, you want to understand how you did it, so you can do it again. Our project post-mortem revealed some interesting insights about how and why something spreads among consumers and media, which is what we will share in this presentation, “Anatomy of a Viral Video.”


Speakers
EW

Eric Williamson (@edubble_u)

SVP, Director of Digital & Content Strategy, Mullen
Eric officially works in the planning department, but he's a bit of what we affectionately refer to as a"misfit toy"here at Mullen. The great thing about misfits is that they are the people who live and operate between the lines of the typical agency departments. They help to connect the agency together around ideas. So unofficially Eric works squarely between Planning, Creative and Account and has a hand in everything digital/social that we... Read More →
KA

Kazi Ahmed (@kaziahmed)

VP, Group Digital Director, Mediahub/Mullen
Kazi's career in agency-side digital media spans 13+ years, managing global brands like Fidelity Investments, McDonald's, Bose, Timberland & Goodyear Tires to name a few. Prior to joining Mullen in 2012, Kazi drove digital media efforts at Havas Media, where his contributions led to recognition for the agency, including a Gold Award at the Cannes Lions International Festival of Creativity (Fidelity Investments, 2011), a Grand Prix at The... Read More →
JR

Jon Ruby

VP, Creative Director, Mullen
Jon returned to Boston for a second tour of duty after spending thirteen years in Toronto, New York and, you guessed it, Boston. While working at agencies like Publicis NY and BBDO Toronto, he built global brands such asM&M's, PepsiCo, Heineken, Starbucks, GilletteandAlka-Seltzer. At Mullen, Jon has produced award-winning work forGoogle, Airbnb, American GreetingsandNational Geographic Channels. In his spare time, he desperately wishes he had... Read More →

Track Host
T

Tom Simons

Chairman, PARTNERS+simons
Tom graduated from Harvard College in 1975 (with an honors degree in Visual and Environmental Studies), educated far beyond his actual intellect. His advertising career began with his hire at Hill, Holliday, Connors, Cosmopulos as a "potentially useful person." In 1989, Tom launched PARTNERS+simons, now the largest healthcare/financial services-focused advertising and marketing services firm in New England. In 2012 PARTNERS+simons received an... Read More →

Sponsors

Thursday September 18, 2014 1:30pm - 2:15pm
Creative Track - Room 160 A-C 415 Summer St, Boston, MA 02210