Brand New Ideas: The IAB Content Studio Showcase
PepsiCo Global Beverage Group
The Content Conundrum.
Making it fast, making it inexpensive and making it great.
The quest to get all three.
Featuring creative presentations, case studies, research, and more, “Brand New Ideas: The IAB Content Studio Showcase” – is designed for marketing leaders, from brand managers to CMOs, to compare and contrast the capabilities of one dozen of the most prominent content studios in digital and multimedia publishing.
Attendees Will Learn
Otto Bell, Chief Creative Officer, Courageous
Otto Bell is vice president and group creative director of Courageous, Turner’s first-ever brand studio with global capabilities for marketers across CNN, HLN and Great Big Story. In this role, he leads a self-sufficient, full-time team of award-winning brand journalists, filmmakers, designers and producers dedicated to the creation of compelling brand storytelling. Since joining Turner to help launch Courageous in 2015, Bell has been focused on pioneering the evolution of branded content to help advertisers tell more powerful stories.
Rick Corteville, Vice President, Product Marketing, CBS Interactive
Rick Corteville is a pi-shaped marketer. Coined by eConsultancy CEO Ashley Friedlein, he used the symbol to describe marketers with a “broad base of knowledge but capabilities in both ‘left brain’ and ‘right brain’ disciplines”. Basically, someone that can be analytical AND still be a good storyteller. A data junkie who started his digital career as a copywriter, this is a great moniker for Rick and his experience.
Forged from the blue collar, hard working suburbs of Detroit, MI, Rick started his advertising career in radio. Then, in 1997, he ran into a college friend who told him about a new ‘interactive’ agency operating out a basement of a townhouse in Ann Arbor. Rick was employee number eleven at Beyond Interactive and helped contribute to the company’s growth and purchase by Grey Advertising in 1999. After the acquisition, Rick moved west to be the digital account lead on the company’s first ‘integrated’ account with Grey: Oracle Corporation.
Rick worked on the Oracle account for 5 years, running their first digital campaigns. He had many highlights during this time but his two favorites were stealing the keyword ‘e-business’ from IBM on Yahoo’s search engine and launching Oracle’s (and Grey’s) digital presence in the Asia Pacific region. His work was recognized in 2003 where he was named Grey’s Employee of the Year.
Over the years, Rick has helped shape the digital strategy of many businesses (HP, Microsoft, MasterCard, American Airlines, etc.) through leadership roles at some of top agency holding companies (ex. Publicis, Omnicom, Interpublic). His experience led him to London in 2008 to run UM’s digital practice across the EMEA region. There he helped make the central strategy team a profitable one and assisted in new business wins that benefitted the 30+ markets in the region.
Rick’s recent work has been focused on what he enjoys, growing teams and disciplines in both start-ups (Luxus) and large corporations (CBS Interactive). Rick has been married for 11 years to a great woman whom puts up with his workaholic tendencies and has two amazing kids who taught him how to not sweat the small stuff.
Amy Emmerich, Chief Content Officer, Refinery29
Amy Emmerich is the Chief Content Officer at Refinery29, the leading digital media company for women with an audience footprint of over 500 million across all platforms. She has more than 20 years of experience developing content and programming for brands including Refinery29, MTV Networks, Travel Channel, and Vice Media. An Emmy award-winning producer, she has a full spectrum of production and development experience across platforms, including linear television, digital video, and social media, and is committed to creating a dialogue that matters most to a new generation of powerful women.
As CCO, Amy oversees all Refinery29 content and is focused on driving strategy and expanding distribution across channels as the brand scales globally. Under Amy’s leadership, Refinery29 has launched numerous franchises including Reclaim Your Domain, scored exclusives with leading female voices including Cecile Richards and has launched several new content brands including Short Cuts, Riot and Strong Opinions Loosely Held. In 2016, Refinery29 launched the ShatterBox Anthology Series, a short film initiative where female directors realize their creative visions and reach new audiences. The films have premiered at festivals globally, including Cannes, Sundance, and SXSW.
Prior to Refinery29, Emmerich served as vice president of production at Vice Media, where she contributed to the launch of two successful YouTube channels while organizing international creative efforts and overseeing production teams across multiple verticals. Before Vice, she was the VP of production and development for the Travel Channel, where she oversaw all network programming. Emmerich’s career also includes producer roles at HBO and Oxygen Media. Amy has also produced two feminist children, Emzy & Flash, which she raises in Manhattan with her bearded husband.
Martin Glenn, Executive Producer, Studio 61
Martin Glenn is the Executive Producer of CBS Interactive’s Studio 61 Content division. His career spans digital advertising, film, television and digital production across brands like Grey Advertising, Rainbow Media, IFC, Fuse, and Viacom. Martin has had personal work showcased in film festivals and national publications.
The NBCU Content Studio
Elissa Harman, Vice President, Content Development, The NBCU Content Studio
Elissa rejoined NBCUniversal as Head of Content Development, in April 2016 for The NBCU Content Studio, where she is responsible for creating custom and ownbable multi-platform content programs on behalf of brands.
Prior to returning to NBCUniversal, Elissa served as Senior Vice President, Executive Creative Director for LiquidThread, where she married her love of media and storytelling to lead and create the custom content practice across Microsoft, Coca-Cola & Samsung.
Harman has spent 18 years in the entertainment industry working across Original Programming and Consumer/Digital Marketing for Iconic industry giants, including, HBO, Lifetime, Comedy Central and NBCUniversal’s Oxygen, creating and launching award-
winning shows, documentaries and tune-in campaigns.
The Foundry @ Time Inc.
Chris Hercik, Senior Vice President of Creative + Content, The Foundry @ Time Inc.
As SVP of Creative + Content for The Foundry @ Time Inc., Hercik is responsible for Time Inc.’s state-of the-art, full service creative lab and content studio located in Brooklyn’s Industry City. The Foundry’s mission is to unlock the full potential of Time Inc.’s storytelling expertise, editorial know-how and creative spirit to help advertisers tackle today’s most demanding marketing challenges.
Hercik collaborates with editors, publishers, clients and agencies to develop strategic content that is rooted in data and insights and leverages Time Inc.’s heritage of storytelling. Anchored in the triad of authenticity, engagement and scale, the Foundry creates and distributes best-in-class content that entertains, enlightens and most importantly, connects consumers with brands.
Hercik also serves as the Creative Director for the Sports Illustrated Group where he retains his editorial roots, overseeing creative for one of the most iconic brands. He is a Time Inc. MVP Luce Award recipient and responsible for the design of all Sports Illustrated products across a broad spectrum of print, mobile and digital environments. Just the sixth Creative Director in the history of Sports Illustrated, he helped architect the design templates and operational infrastructure to evolve the franchise from print-centric into a groundbreaking digital powerhouse. In the past few years alone, Sports Illustrated has launched more than a dozen award-winning digital and video extensions under his leadership.
Hercik joined SI in 2002 and rose through the ranks to become Creative Director. This appointment followed the debut of the critically acclaimed, wildly popular, Digital Edition of the magazine for the iPad. Following the launch, His team’s developed multiple Android OS and HTML5 apps for the tablet and Smartphone. He is also responsible for the design and voice of the iconic, Swimsuit Issue franchise, which now reaches more than 130MM people through more than a dozen extensions in mobile, print, social, video, digital, experiential and this year…Virtual Reality.
Hercik has won an Emmy Award for Outstanding New Approaches – Sports Programming for his digital longform titled, The Boy Who Saved Newtown. He has earned the Gold Medal of Excellence from the Society of Publication Designers and was recognized by the American Society of Magazine Editors for his digital products. He graduated from Moravian College in 1993 with a degree in Graphic Design and Advertising.
He currently lives in Pennsylvania with his wife, Natalee, and daughters Grace and Lilly.
Ko Im, Content Editor, Studio 61
Ko Im is a Content Editor with a focus on tech, food and sports at CBS Interactive’s production studio and creative agency Studio61. She was an on-air correspondent at CBS News. Ko has been published digitally in national magazines covering lifestyle and consulted for brands. The Columbia Journalism Graduate is a proponent of insight-driven multimedia storytelling.
Brad Jakeman, President, Global Beverage Group, PepsiCo
Brad Jakeman has a passion for developing category-disruptive innovation ideas and marketing programs that challenge the status-quo and build famous, world-class brands. As President, PepsiCo Global Beverage Group, Jakeman leads global category strategy, brand building, design, advertising, marketing, innovation and branded content for PepsiCo’s global portfolio of beverages which includes ten of PepsiCo’s 22 Billion Dollar brands such as Pepsi, Mountain Dew, Aquafina, Mirinda, 7UP and Gatorade. Under his stewardship, Pepsi unveiled the first-ever global positioning for the brand, enlivened under the “Live for Now” tagline, rolled out the brand’s first truly global, synchronized advertising campaign featuring Beyoncé, unleashed the biggest global Football campaign in the brand’s history and reinvented the Pepsi Challenge to commemorate its landmark 40th anniversary. In addition, Jakeman has led the global expansion of Mountain Dew and the harmonization of that brand, with the first truly global brand campaign under the “Do The Dew” brand credo. Jakeman also unveiled new global visual identity systems for PepsiCo’s flagship beverages including Pepsi, 7UP and Mirinda.
Jakeman is also responsible for building new capabilities at PepsiCo, most notably Design & Content Creation. He appointed PepsiCo’s first-ever Chief Design Officer and built a state-of-the art Design & Innovation Center in downtown Manhattan which is now home to more than 60 of the world’s most talented designers. In its first 18 months of operation, PepsiCo’s Design & Innovation team has won more than 50 of the most prestigious design awards in the industry, including the coveted “Red Dot Client of the Year” award, marking the first time a consumer packaged good company has been honored in the category. In addition, the Design & Innovation team created PepsiCo’s first new craft cola in over 100 years, called Caleb’s; and “Spire”, a new, disruptive beverage fountain system able to deliver more than 1,000 flavor combinations for new and classic PepsiCo beverages, and created “Mix It Up,” a proprietary multi-brand experience during the annual Milan Design Week.
Earlier this year, PepsiCo opened Creators League, the global content development arm of the company that includes a state-of-the-art content studio in New York City. Creators League serves as an internal producer for everything from all-encompassing branded content to brand inspired long- and short form scripted series and films, reality & competition, music recordings, OTT and digital content, distributed across five screens. Creators League aligns PepsiCo brands with top creatives and artists to produce compelling content across PepsiCo’s portfolio of snacks, beverages and nutrition products. Creators League also works with creatives in film, music, television, and digital on brand agnostic projects, extending brand equity beyond the bottle and bag to create new revenue streams through owned intellectual property.
Jakeman’s hallmark is a passionate belief that innovative, consumer-centric and creatively expressed ideas, integrated within a 360-degree consumer experience, can drive more powerful and engaging brands, which in turn creates an economic multiplier for companies. In a career that has spanned fashion, retail, consumer packaged goods, entertainment, technology and financial services, Jakeman has managed some of the world’s biggest brands on a global stage.
Prior to joining PepsiCo, Jakeman was Executive Vice President, Chief Creative Officer & Chief Marketing Officer for Activision Blizzard Inc., the world’s largest videogame and interactive entertainment company. At Activision, Jakeman led all facets of the company’s global marketing functions including media, advertising, design & consumer experience, CRM, consumer insights and digital. He was responsible for marketing seminal brands Guitar Hero and Call of Duty – the latter an all-time blockbuster, and the largest entertainment brand launch in history for two consecutive years, earning more than $600 million in sales in the first four days of release alone. He was also instrumental in launching Activision’s new franchise Skylanders, which after three years has become Activision’s newest Billion Dollar Brand.
Prior to Activision, Jakeman was Macy’s Inc. Executive Vice President, Marketing charged with revitalizing and re-positioning the Macy’s brand. There he developed the retailer’s first-ever national brand campaign directed by Academy Award winner Barry Levinson and two-time Academy Award winner Bob Richardson, and featuring some of the world’s foremost entertainment, cultural and fashion icons including Kenneth Cole, Sean “Diddy” Combs, Tommy Hilfiger, Emeril Lagasse, Kimora Lee Simmons, Jessica Simpson, Martha Stewart, Donald Trump and Usher. Eight years later Macy’s has re-interpreted this idea countless times, with the latest iteration including Justin Bieber, Marcus Samuelsson, Carlos Santana and Taylor Swift, and it continues to define and drive Macy’s strategic brand direction.
Jakeman’s first client-side role was in 1998 when he accepted a newly created position as Managing Director, Global Advertising at Citigroup in New York. At Citi, he led the development team that created the critically acclaimed, and Emmy Award Winning, “Live Richly” brand platform and the Citi Identity Theft Solutions service.
In the last 10 years Jakeman has been responsible for leading ideas and brand programs that have won more than 200 awards. Advertising Age named Jakeman one of America’s “Top 50 Marketers,” The Australian newspaper dubbed him one of the “top 20 people shaping global media,” in July, 2015 he was named “Advertising Person of the Year” by the Ad Club of New York; and AdWeek included him in the top 5 of the ‘Most Indispensable Executives in Tech, Media and Marketing’ for two years in a row.
Jakeman is a passionate advocate for diversity in the ad marketing community, and a board member of the AD Council, The Advertising Club of New York, and The Association of National Advertisers (ANA). He frequently collaborates with other leaders shaping pop culture, and is a sought-after judge and speaker at major creative and marketing award shows and conferences throughout the world, promoting the general advancement of the industry. Jakeman is also a Board Member of the LGBT Center in New York.
Jakeman was born in Australia and holds a Bachelor’s degree in Mass Communication and Psychology from Macquarie University, Sydney. He currently resides in New York City.
Katie Kulik, Global Senior Vice President of Sales and Marketing, CBS Interactive
Katie Kulik is Global Senior Vice President of Sales and Marketing at CBS Interactive. For the past twenty years, Katie has been a recognized leader in the digital media industry, with an eye for spotting new tech trends before they become mainstream. Katie is known for taking these insights and developing new creative and innovative campaigns and programs that deliver results for her marketing partners.
Katie leads a worldwide team of over 200 sales and marketing professionals and is responsible for marketing innovation and global revenue for the world’s largest premium digital content sites including: CNET, Gamespot, Chowhound, Entertainment Tonight, among others. In total she represents over 20 brands, across 4 business units, with a combined reach of 300M global unique monthly visitors. Over the course of her career, Katie has designed industry leading campaigns that span desktop, mobile and social for Fortune 500 brands that include the who’s who in the technology, consumer electronics, auto, CPG, finance, software, food and beverage, and gaming industries.
Karina Montgomery, Vice President, Strategic Sales Development, Pandora
As Pandoras Vice President of Sales Development, Karina Montgomery leads a nationwide team of people who develop insights-driven, persuasive marketing solutions for a wide array of ad partners across multiple ad categories. Based in New York, Karinas team partners with cross-functional groups at Pandora to create compelling, integrated programs that both align with marketer objectives, and delight connected consumers.? Prior to joining Pandora in 2012, Karina served as Director of Ad Strategy at Yahoo and Vice President of Category Strategy at True[X].
Karina is a graduate of UC Santa Barbara. Her favorite Pandora stations are Spoon, Jack White Live and Lake Street Dive.
Lydia Pang, Creative Director, Refinery29
Lydia Pang is a self-described “Art History Geek and Feminist, Frankenstein Creative.” Her personal mission is to use visual communication as a tool for good, highlighting a brand’s responsibility to provoke thought, shift perceptions and behavior. Prior to her role as Creative Director at Refinery29, Lydia was Head of Visual Content at M&C Saatchi in London. She later moved to NYC to join Anomaly as Brand Aesthetics Director. In her current role as Creative Directer at Refinery29, Lydia focuses on navigating marketing and disruptive content creation for a modern female audience.
Ravi Pillai, Global Vice President, Media Partnerships, Storyful
Ravi Pillai is a passionate, seasoned leader and currently responsible for the global growth of Storyful’s publisher business as the Executive Director of Publisher Sales. He is a veteran of the branded content and video industry having held positions at Virool and Wochit as an SVP, and Visible Measure as a VP. He has an MBA from Grand Valley State University.
Disney Consumer Products and Interactive Media
Dan Reynolds, Vice President, Digital Media, Disney Digital Network, Disney Consumer Products and Interactive Media
As Vice President, Digital Media, Dan is responsible for driving the growth of the Disney Digital Network. He oversees business strategy and audience development and manages the Maker Creator Network, and Disney Co/Op, which develops marketing programs for advertising partners.
Prior to his current position, Dan led the content team, which is focused on bringing Disney stories to life in new formats for digital audiences across platforms like Facebook, Instagram, Snapchat, YouTube, Disney.com, and others. While in this role, Dan expanded Disney’s digital footprint by launching new digital publishing brands like Oh My Disney. Dan also led the creation of several popular short-form series, like the award-winning “As Told By Emoji” series, which has been franchised into a mobile game, books, and consumer products.
Dan joined The Walt Disney Company through the start-up acquisition of DigiSynd, in 2011. While at DigiSynd, Dan managed the team responsible for accelerating Disney’s growth on social platforms. Under Dan’s leadership, Disney’s social media audience has grown to over 1.5 billion followers globally.
Prior to joining The Walt Disney Company in 2011, Dan held various marketing and advertising positions at Toyota where he most recently led Digital Marketing for the Lexus brand. Dan established Lexus’ social media strategy and built their first-ever cross-functional social team from marketing, PR, and customer service. Dan also led LStudio.com, Lexus’s branded entertainment channel, which produced the popular series Web Therapy.
Dan holds a Bachelor of Arts in Advertising and Public Relations from Pennsylvania State University and resides in Los Angeles.
Michal Shapira , Senior Vice President of News Content Partnerships , Turner Ignite
Michal Shapira is senior vice president of news content partnerships for Turner Ignite. In this role, she oversees strategic partnership marketing across the news division’s multiplatform footprint, including CNN, HLN, CNN Airport Network, CNN Digital and Great Big Story. Since joining the company in 2014, Shapira has been focused on developing innovative, best-in-class brand programs that drive business results for marketing partners. From spearheading the launch of Courageous, CNN’s first-ever brand studio, to leading the creation of new advertising products, Shapira and her team continue to expand the suite of capabilities available to partners.
Hearst Magazines Digital Media
Lee Sosin, Senior Vice President, Hearst Magazines Digital Media
As SVP of Hearst Magazines Digital Media, Lee Sosin oversees video strategy and execution, marketing solutions and industry marketing across all 20 HDM brands including Cosmopolitan, Elle, Esquire and Harper’s Bazaar. Before joining Hearst, Lee was Vice President, Strategic Solutions at Yahoo, where he oversaw the expansion and verticalization of Yahoo’s marketing solutions team. Immediately prior to Yahoo, Lee was the head of Time Inc. Studios, Time Inc.’s branded entertainment, television and film division. In addition to an extensive background in digital video, branded content and media entrepreneurship, Lee has also developed and produced television for TNT, Spike, Cartoon Network, PBS, TV One, and Lifetime Movie Network.
Josh Stinchcomb, EVP, Chief Experience Officer, Condé Nast
Josh Stinchcomb is the Chief Experience Officer of Condé Nast where he oversees branded content, experiential and licensing for the company.
Stinchcomb has held numerous roles at Condé Nast including SVP of Corporate Sales and Publisher of Condé Nast Digital.
In 2008, he was awarded Sales Team Leader of the Year by MIN (Media Industry Newsletters). In 2009, he received a Top Performance Award from Condé Nast, and in 2013 was named to AdAge’s 40 under 40. Josh is a regular speaker at industry events and an adjunct professor at NYU’s Master of Science in Publishing Program.
A graduate of Middlebury College in Vermont, Stinchcomb also has an M.B.A from New York University.
Molly Swenson, Co-Founder and Head of Brand, RYOT
Molly is Co-Founder of RYOT, an LA-based media company, acquired in April 2016 by The Huffington Post / AOL. She was named to Forbes 30 Under 30 2017 list in Media, and in 2016 was named one of AdWeek’s Young Influentials.
As COO from 2012-2016, Molly led all operations, partnerships, sales efforts and financings for the company from launch to acquisition. Molly was also a producer on RYOT’s Oscar nominated film Body Team 12, and has worked on dozens of award-winning VR films and documentaries from the Arctic to Liberia to Brazil. As RYOT’s current Head of Brand, she is responsible for external matters of RYOT: communications, marketing, partnerships and business development.
Before RYOT, Molly designed, implemented and managed highly-leveraged philanthropic strategies for celebrities such as Ben Stiller, Shakira and Kobe Bryant. While working at The Obama White House, identifying candidates for political appointment, she made it to the Top 50 on Season 10 of American Idol.
She has been published in AdWeek, The Seattle Times, The Huffington Post, Mic.com , written about in The New Yorker, Elle Magazine, The Washington Post and been a keynote speaker at CES, SXSW, Mobile World Congress and TEDxBerlin.
The New York Times Company
Sebastian Tomich, Senior Vice President, Advertising and Innovation, The New York Times Company
Sebastian Tomich was named senior vice president, Advertising and Innovation in April 2015. In this role Seb leads the Times’ advertising creative, product and operations teams, along with the fast growing T Brand Studio.
Seb was previously vice president of advertising where he started T Brand. He also managed sales teams across multiple categories and regions.
In 2016, Seb led the acquisitions of both Hello Society, an LA based social influencer network, and Fake Love, an experiential design agency based in Brooklyn.
Before joining The Times, Seb was the director of East Coast advertising at Forbes Media. In this position he led the company’s largest regions advertising sales and business development efforts with their new native advertising platform, BrandVoice. During his tenure at Forbes, Seb held a number of positions, including Regional Sales Manager and National Digital Director.
In 2014 he was named to Advertising Age’s “Creative 50” list.
The NBCU Content Studio
Wendy Wildfeuer, Senior Vice President, The NBCU Content Studio
Wendy Wildfeuer was named Senior Vice President, The Content Studio, in March of 2016. The Content Studio was created by NBCUniversal to serve as a developer, producer and distributor of original content on behalf of brands.
Previously, Wildfeuer was Senior Vice President, Client Solutions, Digital Entertainment where she worked with clients on marketing campaigns across NBCUniversal’s digital sites and strategic partners, including Bravo, E!, BuzzFeed and Vox Media.
Prior to joining NBCUniversal in March of 2014, Wildfeuer served as Senior Vice President of Integrated Marketing for Alloy Digital (now Defy Media). At Alloy she oversaw the Integrated Marketing, Research and Planning teams for the media sales organization.
Wildfeuer began her career at Lowe & Partners, before joining the National Basketball Association in various marketing roles within the Consumer Products Group.
She graduated from the University of Maryland College Park, with a B.A. in Advertising, and lives in Brooklyn with her husband and two sons.
Registration and Networking Breakfast
Hearst Magazines Digital Media
The NBCU Content Studio
Fireside Chat: The Content Conundrum. Making it fast, making it inexpensive and making it great. The quest to get all three.
The Foundry @ Time Inc.
SPONSORS & PARTNERS
About Disney Digital Network
Disney Digital Network creates high quality, digital-first stories and delivers them to Millennial and Gen Z audiences through the platforms and influencers they know best. The network, which reaches over one billion followers and publishes more than 6,000 pieces of content every month, is made up of editorial sites, more than 300 social media channels, and a curated network of hundreds of influencers.
Disney is not only one of the most loved and trusted brands among kids and families, but also the most intimate brand for Millennials. Disney stories and characters mean something to people, and that very personal connection is at the heart of everything we do.
SnappSearch Creative Technology opens personal access to Live Inventory, inside Digital Advertising without a click through to another page. By making every ad individually relevant across all touch points and initiating a real-time conversation with every customer, SnappSearch significantly changes display advertising for the advertiser, consumer and publisher alike. In the place of traditional, non-relevant, untouched and sometimes intrusive ads, SnappSearch provides a range of customized, IAB standard, transactional, and (most importantly of all) useful real-time applications. It’s like taking the most important part of a brand’s content and moving it one step forward in the sales cycle. SnappSearch. The Ad that works like an App.
PulsePoint, a global programmatic advertising platform with specialized healthcare expertise, fuses the science of programmatic targeting, distribution and optimization with the art of brand engagement. The PulsePoint platform is powered by terabytes of impression-level data, allowing brands to efficiently engage the right audiences at scale while helping publishers increase yield through actionable insights. Investors in the company include Draper Fisher Jurvetson (DFJ), Gotham Ventures, New Atlantic Ventures (NAV), Investor Growth Capital, Updata Partners and VantagePoint Capital Partners. The company is headquartered in New York City with offices in San Francisco, California, and London, U.K.
SimpleReach helps brands, agencies, and publishers leverage analytics to improve content marketing ROI. The SimpleReach Content Data Platform unifies all types of content into a single view of performance and surfaces predictive insights used to create better content and grow audiences. The world’s leading content creators rely on SimpleReach to guide their strategy, make real-time promotion and distribution decisions, and generate new targetable prospects using content data.
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