IAB Forum 2017: 29 – 30 November – MiCo North Wing, Milan
On Novembre 29 and 30 took place IAB Forum 2017, the first digital advertising event in Italy and the fourth in Europe in terms of attendance.
This edition focused on the theme of those “Born Digital”, providing ideas and practical insights for developing effective interaction with digital natives.
This year’s edition of the Forum presented inspirational contents and live demos on virtual reality, humanoid robotics and artificial intelligence, but also a detailed look at how to approach and communicate with the post-millennials, a generation that lives, thinks and breathes digital and which, for this reason, can offer companies unprecedented creative opportunities.
The Conference proceedings are available here.
Salvatore Nanni, 43 years of age, is Marketing Director for BMW Italy since 2014. He graduated in Business Administration at Parma University and obtained a Master’s Degree in Organizational Science. Salvatore joined the BMW Group Italy in 2006 and developed a solid managerial experience in the Used Cars and Corporate & Direct Sales divisions as a marketing manager. He subsequently joined the marketing division of BMW Cars, dealing with the implementation of a CRM across the dealer network. Then in 2010 he entered the motorcycle department as the Marketing Manager of BMW Motorrad.
Ryan O'Keeffe was appointed Director of Communications of the Enel Group in 2014. In this role he oversees Enel's Brand Strategy, Global Advertising, Internal Communications, Media Relations and Digital Communications at Group level. He graduated with a degree in modern languages from the University of Edinburgh. Following postgraduate studies at the University of the Witwatersrand in Johannesburg, Mr O'Keeffe joined UBS Investment Bank in its South African office before moving to London where he worked in the M&A and Leveraged Finance teams. In 2006 he joined Finsbury, the leading global strategic communications consultancy, where he advised the CEOs and boards of directors of a number of the world's largest companies on their strategic communications. In 2009 he moved to Finsbury's office in New York where he spent three years, culminating in leading Finsbury's 2011 merger with US-based Robinson, Lerer & Montgomery. Mr O’Keeffe has broad experience in international media engagement, investor relations, as well as internal communications, crisis management and regulatory investigations. He is a Board member of Enel Cuore Onlus, and is also involved with various educational charities in South Africa and the UK. He is a keen sportsman and nature conservationist.
One of the Mobile Marketing Italian pioneers, he has created a unique business model in this sector. His leadership skills and his innovative vision are leading The Digital Box towards success, on the Italian and foreign markets: The Digital Box is already present in more than 20 countries all over the world.
Born in Genoa in 1969 and native of Armenia, Paolo is an actor, a TV anchor, voice actor and musician, graduated at Genoa's Drama School “Teatro Stabile”. Since then, he has been very eclectic and versatile: he has been author and starred in numerous theatre plays and different successful movies, and he has been anchor, paired with Luca Bizzarri, in several TV programs. Passionate about music, cinema, art and sport, in his spare time he loves playing guitar and riding his bicycle.
Paola Cavallero is Microsoft Italia's Marketing & Operations Director and is part of the Microsoft Italia Leadership Team led by Silvia Candiani, with the responsibility to strengthen the Italian branch business development and marketing strategies with a focus on the world of devices and services and new cloud technologies for businesses and consumers. In line with the Mobile First, Cloud First strategy of Microsoft, Paola Cavallero is leading a team of professionals with the goal of accelerating the adoption of new cloud and device solutions by companies, public administrations, families and citizens, thus contributing to the digital growth of our country. Paola Cavallero has a twenty-year experience in Marketing, Category Management and Account Management within multinational corporations. Before being appointed M&O Lead, Paola Cavallero was General Manager of Mobile Devices Sales. She joined Nokia in 2007 and during her career she has held roles of growing responsibility within the organization, such as Sales Director, Marketing Director and Global Account Manager in charge of Telecom Italia customer. Previously Paola has held several positions in Coca-Cola, HBC and Gillette Group. Graduated in Business Administration at Bocconi University in Milan, Paola Cavallero is married and has a daughter. She likes travelling, playing sports and playing the piano.
Natale M. Ferrara
Bitcoiners of the first hour, he founded several startups including Eidoo and Cryptolab. He is a Trader, an entrepreneur and an investor in the crypto, blockchain and fintech industry
Matteo Arpe is the founder, Chairman and CEO of Sator, which controls Sator Capital Limited, asset manager of the same named Private Equity Fund and CER - Centro Europa Ricerche. Among main investments of the Fund there are the listed companies Banca Profilo (private banking and capital markets), Aedes SIIQ (real estate) and ePrice (e-commerce). In addition, the Fund holds stakes in Extrabanca (retail banking), L'Autre Chose (accessible luxury), News 3.0 (media and publisher of Letter 43) and 99 Technology (biotech). He is the creator and founder of Tinaba, the first Italian fintech which has developed a digital ecosystem that enables the managing, transferring and sharing of money, offers multichannel shopping experiences, opens to innovative financial services and experiences of social charity and crowdfunding, beyond the traditional circuits of payment. Prior to Sator, Matteo Arpe gained a twenty-year experience that led him to the top of the Italian banking and financial system. He graduated in Business Economics at Bocconi University in Milan, he began his professional career at Mediobanca, with growing positions until he was appointed Central Manager, at the age of only 33. In 2001, he joined the banking group Banca di Roma, with the role of Chief Executive Officer of Mediocredito Centrale. After one year he was initially appointed General Manager and later named Chief Executive Officer of the parent company, Capitalia, the third largest bank of the country. He was one of the first members of Young Global Leaders promoted by the World Economic Forum and Professor of Economics at the University of Rome, LUISS Guido Carli.
Mark leads the RYOT Studio team, a division of the Oscar-nominated and Emmy-winning RYOT business within Oath, out of London. His team produce and distribute best-in-class branded content in the UK, across Europe and around the world. RYOT Studio is focused on creating original, immersive content experiences that push the envelope through innovative formats. With roots in filmmaking, documentaries, and live action, RYOT Studio puts the consumer at the centre of the story to connect audiences with issues that matter to them. Leveraging their seat at the intersection of technology, filmmaking, and publishing, RYOT is extending their reach to help brands bring their stories to life through branded video content, 360, VR, and AR. Mark has had extensive experience in development and launching content monetization platforms in both the mobile & digital video space in North America, before moving to AOL where he led the strategy, production and monetisaton of digital video as Director of Video for Europe.
Tech Entrepreneur, Reporter, Writer, Commentator, Moderator, Lecturer. Jeff Kofman is CEO and Co-Founder of Trint. An Emmy-winning network television news and war correspondent with more than three decades of experience reporting from around the world, Jeff has covered many of the biggest stories of our time including the Iraq War, the Arab Spring, Hurricane Katrina, the Gulf Oil Spill and the Chile Mine Rescue. Jeff has lived the workflow problem that Trint solves – he estimates he has manually transcribed thousands of hours of interviews, speeches lectures and news conferences through his career. Jeff began his career in Canada where he spent more than a decade at the Canadian Broadcasting Corporation as a national news correspondent and anchor, radio host and documentary reporter. From 1997-2001 he was a correspondent in the New York Bureau of CBS News. In 2001 he joined ABC News as the network’s Miami-based correspondent for Florida, the Caribbean and Latin America. From 2003-2005 he was part of the senior team of correspondents rotating into Baghdad to cover the Iraq War. In 2010 he was promoted to ABC News London Correspondent, where he covered stories in Europe, the Middles East and Africa for four years. In 2011 during the ‘Arab Spring’ he won an Emmy for his coverage of the fall of Libyan dictator Muammar Gadhafi. Jeff left ABC News in Dec 2014 to begin building Trint. He continues to be a global affairs analyst for BBC News where is a regular guest on Dateline London. Jeff has also created and taught university programs in global journalism for American and Canadian students studying in London.
Gian Luca Petrelli
Gian Luca is the founder of BeMyEye, the innovative service that helps brands and retailers to monitor thousands of stores in Europe through a distributed workforce of 450,000 users of its app. Gian Luca graduated in economics and then worked as a business developer for Motorola and as an entrepreneur in FMCG before founding BeMyEye. BeMyEye, founded in Milan in 2011, is the European leader in “mobile crowdsourcing” and offers to its business clients the largest and most effective solution for collecting images and data from points of sale and from the street-level. The company leverages on a crowd of 450,000 “Eyes”, private citizens rewarded in cash for collecting through an app information such as, for example, the right execution of a promotion in supermarkets, the actual distribution of a product in any channel, the “share of windows” of brands displayed in pharmacies, the regular deployment of street billboards and much more. The method empowers brands to “see”, through online analytics and pictures galleries, what happens in thousands of locations thus allowing to measure, in few hours or days, the execution of activities on the field and to optimize their development. BeMyEye, backed by four of the main European Venture Capitals, collects data in 11 nations and operates through its offices in Milan, London, Paris and Madrid.
Gian Fulgoni co-founded comScore in 1999, taking the company to become the world leader in digital analytics and developing its implementation in five continents. Active in market research and advertising for the past 40 years, Gian has been involved in the start-up of successful companies like IRI or comScore itself. For this reason, he has been recognized as an industry leader in the United States (Entrepreneur of the Year 2008 by Ernst & Young®, Advertising Reserach Foundation award for his career in 2014) and in particular for his contribution to the digital industry. Gian is a regular lecturer in professional forums around the world and regularly appears on media such as ABC News, Bloomberg TV, CBS News, CNN, FOX Business News or NBC News. He is a regular contributor to CNBC's Squawk Box and a member of the Supervisory Board of the Journal of Advertising Research, for whom he writes a column entitled "Numbers, Please."
Constantine has been passionate about the media business since the start of his career in the early 90s. Early stints included Lambrakis Press (93-96), as Head of Electronic Publishing (which pre-web meant… audiotext!) and the Paris-based World Association of Newspapers (96-2000), as Director of Management Services to members. Over the last decade or so, he has been sitting on the Boards of leading Greek companies, advising them on Digital Strategy & Business Development as well as Corporate and Brand Communications. As association work can be quite addictive, Constantine continues to be active in trade bodies: a founder of IAB Greece in 2001 and co-founder of IAB Europe in 2002, he currently serves as IAB Europe’s Chairman of the Board of Directors since May 2013. He is also an adviser to OPA Europe, working with a select group of premium content providers on the association’s “best practices in digital publishing” program.
Claire Enders is the Founder of Enders Analysis. She is one of the most experienced analysts and forecasters in UK and European media and telecoms, with more than 30 years in strategy development and market research in these sectors. Claire is particularly valued for her independent views and insights regarding cyclical and structural impacts on companies in the media, telecoms, technology and retail sectors. Claire is a graduate of Yale and of the London Business School.
Carlo is the Head of Data Science and Analytics at Pirelli. He holds a PhD in Informatics and Multimedia and a master in Telecommunication Engineering from University of Florence. Prior to Pirelli Carlo lead the Product Excellence Data Science team at Tesla Motors in Palo Alto, and prior to that he was Assistant Professor and research lead at Oregon Health and Science University, research projects on genomic data and undiagnosed diseases. At Pirelli Carlo and his team are at the forefront of Digital Transformation by driving the implementation of infrastructure, tools and algorithms that enable the deployment of analytics and machine learning solutions supporting diverse and ever growing business needs, while creating a strong data driven culture across the company.
Andrea Paliani is Managing Partner of EY Advisory Services for the Mediterranean Region (Italy, Portugal and Spain) and responsible for the coordination of nearly 2,000 consultants and 50 partners across all three countries. He’s also member of the EY Global Diversity&Inclusion Steering Committee. He has also served as Global Energy Leader for Advisory Services and the Western Europe Advisory Leader for the Telecommuncations, Media and Technology sector. Andrea began his career as a chartered accountant and auditor with a specialization in extraordinary operations, after which he joined the EY (formerly Ernst & Young) audit practice, where up until 2000 he gained experience in auditing in the construction, transportation and industry sectors. He has been a contract professor at the University of Malta and subject expert for the Chair of the Revenue and Management Control Systems at the University of Rome Tor Vergata. As head of EY Advisory, Andrea coordinates the strategic consulting services that provide business transformation support to industrial companies and public administration organizations through the implementation of digital technologies and the innovation of products and operating model processes. Open Innovation, Industry 4.0, Customer Relationship Digital Marketing Strategies, Digital Marketing and Advertising, Supply Chain, Digital Transformation and Strategic Big Data represent the most innovative frontiers of EY’s consulting strategy.
Andrea Benedetti is the Technical Evangelism Director of Microsoft Italia. Before that he was in charge of the Business Intelligence team, within the Microsoft Western Europe Professional Services Division. SQL Server MVP from 2004 to 2012, he contributed to the birth of the related Italian community. Mountain climber and ultrarunner in his spare time, he joined as a speaker several workshops, conferences, seminars and road shows.
Alexander joined the SCL Group as a Director in 2003, and established Cambridge Analytica, a US-based data analytics and behavioral communications firm, in 2013. Cambridge Analytica has quickly grown into one of the world’s leading political data firms, using psychological profiling to build award winning behavioral microtargeting tools for political and commercial marketing campaigns globally. Alexander was recently included on WIRED Magazine’s Next List, as one of the world’s top 25 geniuses creating the future of business. Alexander began his career as a financial analyst with Baring Securities in Mexico, and thereafter with Robert Fraser Corporate Finance where he worked as principal and in an advisory capacity on UK M&A and transaction work. Alexander Nix was educated at Eton College and Manchester University.
Alessandro co-founded Musement with 3 other friends in 2013 to help people discover and book excursions, tickets for attractions and local experiences wherever they are. The service offers more than 25,000 activities in 1,000 cities in 60 countries, employs more than 100 people of 18 different nationalities in the offices of Milan, Barcelona, Amsterdam and NYC and is the third company of which Alessandro has managed the start-up. He had previously founded ON CUBED, a consulting firm specialising in helping PayTV operators from various countries (SKY, UPC, Starhub, SiOL,...) and consumer electronics companies (LG, Philips, Panasonic,...) to launch content/media apps on various platforms. Earlier and until 2008, Alessandro had been general manager of the TV and digital media division of Fastweb, a company which he had joined during the start-up phase. His career began in strategic consulting with Bain & Co., after graduating in Business Administration with a joint degree from Bocconi University of Milan and Copenhagen Business School.
Alessandro Lacovara he held the position of Business Unit Digital Director in Wind, after a past in Vodafone where he worked for several years with relevant positions, and more recently in the YOOX Group as Global Marketing Director. At the beginning of his career, Alessandro worked as Marketing Manager in the startup process of Opodo Italia and he was Web Marketing&Sales Manager in Tele2. In September 2017 he was appointed Managing Director of PHD Italy.
Alberto Chalon is an Italian entrepreneur. With his brother Vittorio, he founded a Group leader of the European Distribution of the fashion sector, thanks to a team of more than 100 people in Italy and France and a network of luxury fashion boutiques, offline and online. At the same time, he launched some digital startups and invested in Qwant since its establishment in 2012, and a year later he joined the Board and since 2015 he assumed the role of Chief Executive Officer.