Foreword Written by SV Angel Founder Ron Conway and Big Spaceship Founder & CEO Michael Lebowitz
New Report Captures Ideas Improving Consumer Experiences & Building Stronger Business Results, While Overcoming Barriers to Cooperation
NEW YORK, NY (June 18, 2015) — The Interactive Advertising Bureau (IAB) today released “Madison Avenue Meets Silicon Valley and Silicon Alley: Building Collaboration Between Creativity and Technology,” a whitepaper that crystallizes insights and advice that emerged during high-level, West and East Coast IAB summits. They brought some of the biggest names in the technology, publishing, agency, venture capital and marketing communities together to discuss and debate how best to bridge the gap between creativity and technology in order to build better, more sustainable consumer advertising experiences. Industry leaders convened during this series of candid conversations under the auspices of the IAB Agency Advisory Board, comprised of 36 senior executives from the nation’s leading creative, digital and media agencies, who invited many of their brand clients to participate.
Ron Conway, Founder of SV Angel, a premiere San Francisco-based angel investment firm, and Michael Lebowitz, the Founder and CEO of Big Spaceship, an award-winning digital agency headquartered in Brooklyn, and Chair of the IAB Agency Advisory Board wrote the paper’s foreword. They marry their perspectives and urge all parties to “champion new ways to drive collaboration across technology and advertising.”
Lessons are offered on:
- Understanding the consumer shift to spending more time on digital
- Addressing organizational, cultural, and financial challenges
- The depth and breadth of potential payoff from collaborative efforts
The paper also identifies nine vital takeaways that can help both advertisers and technology companies foster greater internal and external collaboration. These recommendations range from the need to focus on one’s business mission to rethinking staffing.
In addition to Conway and Lebowitz, thought-leaders providing expert contributions include:
- Michael Abbott, General Partner, Kleiner Perkins Caulfield & Byers
- Tom Bedecarré, Co-Founder and Chairman, AKQA
- Joanne Bradford, former Head of Partnerships, Pinterest
- Wendy Clark, President, Sparkling Brands and Strategic Marketing, Coca-Cola North America
- Greg Coleman, President and CEO, BuzzFeed
- Beth Comstock, President and CEO, GE Business Innovations and Chief Marketing Officer, GE.
- Susan Credle, Global Chief Creative Officer, FCB
- Quentin George, Co-Founder and Principal, Unbound
- Sophie Kelly, CEO, The Barbarian Group
- Nick Law, Global Chief Creative Officer, R/GA
- David Lawenda, Head of U.S. Global Marketing Solutions, Facebook
- Mike Lazerow, Chief Strategy Officer, Salesforce
- Ben Lerer, Managing Partner, Lerer Hippeau Ventures, and Co-Founder and CEO, Thrillist Media Group
- Mike McCue, CEO, Flipboard
- Randall Rothenberg, President and CEO, IAB
- Bryan Wiener, Chairman, 360i
“IAB is the only organization that can host this conversation, and connect the dots among brands, marketers, publishers, agencies, and technology companies,” said Randall Rothenberg, President and CEO, IAB. “In this new IP-based digital communications world, IAB hopes to educate all sides of the industry, and jumpstart the type of meaningful collaboration that elevates advertising earlier in the development process.”
“Our intention was to incite strong dialogue between industries and coasts, creativity and tech, and Silicon Valley, Silicon Alley and Madison Avenue,” said David Doty, Executive Vice President and CMO, IAB. “Based on the learnings all sides took away from these conversations, we know this is only a beginning. There is so much more to do.”
To read the complete “Madison Avenue Meets Silicon Valley and Silicon Alley: Building Collaboration Between Creativity and Technology” paper, please visit here.
About the IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. The organization is committed to professional development, elevating the knowledge, skills, and expertise of individuals across the digital marketing industry. The IAB also educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Founded in 1996, the IAB is headquartered in New York City.
IAB Media Contact