CES' C Space provides home for creatives & advertisers

26th January 2015

Barney Scott

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Marketing, advertising, content and creative professionals found a home together at the International CES, at C Space. This show venue, located at ARIA, served as an exciting extension of the Brand Matters and Entertainment Matters programs at CES and helped unite the 30,000 entertainment, content, advertising/marketing and creative professionals who attend the show each year.

C Space at ARIA featured tailored conferences, networking events, exhibits and meeting suites along with an array of headline speakers. Throughout three days, attendees packed panel sessions focused on trends and techniques to reach the consumer through next-gen digital video, social and multi-platform marketing.

Other sessions explored related topics, such as how brands can utilise video to drive deeper consumer engagement, the use of data and measurement, the best ways to foster creativity in a technology saturated world and the need to balance customer relationships and privacy while implementing targeted marketing.

C Space headline speakers included Neal Mohan, Vice President, Display and Video Advertising, Google and Scott Burke, Senior Vice President of Advertising, Yahoo!, in a panel session moderated by Yahoo! Tech columnist David Pogue; Ryan Seacrest, Host, ‘On-Air with Ryan Seacrest’; Bob Pittman, Chairman and CEO, iHeartMedia; Jason Jercinovic, President, Havas Worldwide Digital; and Howard Pyle, Vice President, Marketing Innovation Group, IBM. In addition, NBC Universal’s Linda Yaccarino shared several announcements.

These top executives discussed the impact that technological innovation is having on today’s business environment, as well as how their companies are managing the intersection of media, content, marketing and technology.

Also at C Space, the Association of National Advertisers (ANA) presented the Digital Disruption conference track designed to bring together premier client side marketers to present thought leadership and share stories of winning campaigns and partnerships. Executives discussed the hottest issues in digital marketing and media. Speakers included Michael Donnelly, Senior Vice President and Group Head, Global Digital Marketing, MasterCard; Stevie Benjamin, Senior Director of Digital and Media, MillerCoors; and Tony Pace, CMO, Subway Franchisee Advertising Fund.

Many speakers echoed the thoughts of Tony Pace as he stated, “The role that technology plays in consumers’ lives is strong and ever growing. We need to pay attention to the intersection of marketing and technology.” The Brand Matters keynote at the 2015 CES featured a one-on-one interview with Leslie Moonves, President and CEO, CBS, by Michael Kassan, Chairman and CEO, MediaLink.

Their discussion was followed by a panel conversation lead by Wenda Harris Millard, President and COO, MediaLink, with executives from Conde Nast, Fox, Google, McDonalds and Walt Disney The panelists discussed how their ‘corporate DNA’ dictates their distribution and personalisation strategy and agreed that mobile is offering unprecedented opportunities.

“We are pleased that this inaugural year for C Space at ARIA was successful as a dedicated venue for brand marketers and creative professionals at the 2015 CES,” said Karen Chupka, Senior Vice President, International CES and Corporate Business Strategy, CEA. “With content and advertising professionals attending CES in increasing numbers, our goal was to create a setting for this community to network and generate new ideas at CES. Based upon the positive feedback we have received, we look forward to continuing to tailor this venue to the needs of the content community at future CES events.”