National Experts Take Center Stage At BAA Marketing Law Conference
MANATT'S GOLDSTEIN, LOEB & LOEB'S FLORIN AND S.F. GIANTS' ALIOTO AMONG FEATURED SPEAKERS
20 Nov, 2013, 11:50 ET
CHICAGO, Nov. 20, 2013 /PRNewswire/ -- The first full day of the 35th Annual Brand Activation Association Marketing Law Conference saw several of the nation's leading attorneys, marketers and legislators speak to their peers on a broad array of topics including social media, privacy, BIG DATA, online games and sweepstakes, and a host of legal and ethical issues tied to those disciplines. On a morning noted as the anniversary of Lincoln's Gettysburg Address, Greenberg Traurig shareholder Ed Chansky drew a parallel between the marketing industry and the world of politics to illustrate the heart of the day's agenda. According to Chansky, key political messages were once delivered in hours long speeches, but now are more likely to meet Twitter's 140-character limit.
Among the highlights of a day that featured nearly 50 presenters in group and breakout sessions:
- Linda Goldstein, a partner at Manatt, Phelps & Phillips, LLP, provided an in-depth industry review of 2013 while illustrating key developments in contests, games and other brand activation tools. She addressed the marketing community's continued reliance on activating through social media and zeroed in on mobile and branded video applications. Her far-reaching presentation took the audience through the legal and practical challenges raised by user-generated content, refer-a-friend features, and alternate means of entry provisions in mobile-based sweepstakes. She also dealt with specific issues around emerging programs and applications like Vine and Pinterest.
- "The Many Futures of Advertising: How Technology and Innovative Platforms are Transforming the Delivery of Information" was presented by Kenneth Florin, a partner at Loeb & Loeb LLP. This forward-looking take on the industry examined how select platforms impact change in advertising models in the wake of legislation raised by new technologies and data. Mr. Florin specifically addressed major platforms such as Facebook, Twitter, Pinterest, Instagram, Google and Microsoft. The session also took a futurist's view of tools like Google Glass and related apps in development.
- San Francisco Giants executive Mario Alioto delivered the day's keynote address. The team's SVP, Business Operations called himself "a marketing guy at a lunch with lawyers." Mr. Alioto recounted the history of ballpark promotions while illustrating the Giants' use of brand activation to create advanced customer engagement through emotional ties to the team, broad entertainment, and good customer service.
"Marketing Law has broken a record of close to 700 attendees including the largest number of lawyers at the conference to-date from outside the United States," said BAA President and CEO Bonnie Carlson.
"I think today's presentations provided invaluable content to every one of them," said Ed Kabak, CLO of the BAA.
The final day of the conference will be highlighted by a discussion among experts from four continents on how to run Promotions and Marketing globally; and a "Fireside Chat" in which FTC Commissioner Julie Brill will share the stage with a blue chip panel of attorneys and marketers.
The Brand Activation Association (BAA) -- the rebranded Promotion Marketing Association (PMA) - is the national non-profit trade association dedicated to the industry of marketing disciplines that motivate behavior, activate response and build brands. Representing over $750 billion dollars in sales, brand activation disciplines include all the myriad connection points with the consumer, such as digital/mobile/social media marketing, shopper/retailer marketing, experiential marketing, marketing law, promotion marketing, multi-cultural and niche marketing, cause marketing, and sports, entertainment and sponsorship marketing. Founded in 1911, the BAA has championed this industry through its combination of research, education, advocacy, and collaboration opportunities. The organization's membership is comprised of Fortune 500 companies; top marketing agencies, law firms, retailers, service providers and academia, representing thousands of brands worldwide. The BAA is headquartered in New York City with its affiliate, the BAA Educational Foundation, Inc. For more information about BAA visit www.baalink.org.
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