For years we’ve been talking about advertising budgets from televisions, newspapers, and radio moving to the web. But are they? Now that the economy has slowed down people are saying online advertising will grow because it’s more accountable? Do advertisers and their agencies actually think this way? Join Yahoo! in exploring this issue as we talk to agencies and publishers on the front line about what’s really happening, and how the online advertising industry needs to continue to evolve to achieve Share Shift.
When Publicis Groupe launched VivaKi in June of 2008, it tapped Curt Hecht to be President of the VivaKi Nerve Center, a hub of new media companies and capabilities that deliver the tools and resources clients need to reach consumers in the digital world. The Nerve Center encompasses such capabilities as ad serving and analytics, performance media tools (search, direct, CRM), mobile integration and new ventures and partnerships.
In his role, Curt is entirely focused on developing the next generation of technical platforms to allow Publicis and their clients to migrate from analog media processes, and scale their digital marketing efforts as both media channel and consumer become digital. He will also be the Groupe’s primary liaison to digital media companies such as Facebook, Google, Microsoft, Canoe (Cable MSOs) and Telco, architecting open and scaleable platforms that can be activated by Digitas, Denuo, Starcom MediaVest Group and ZenithOptimedia.
Since launching the Nerve Center, Curt has already orchestrated the launch of Audience on Demand (AOD), an open technology platform built in collaboration with Google, Yahoo, Microsoft and Platform A. As the first open source partnership across four major internet companies, AOD will deliver the largest audience-on-demand network in the digital advertising industry. By leveraging this platform, clients will be able to connect with precisely defined global audiences in a single campaign buy across multiple networks. He has also been closely involved with Publicis Groupe’s acquisition of Performics, one of the world’s leading search marketing service providers. With 130 clients and 200 search experts, Publicis Groupe now has access to Perfomics’ full suite of proprietary tools and performance marketing capabilities.
Curt was previously the Chief Digital Officer at Starcom MediaVest Group (SMG), part of Publicis Groupe. There he was focused on mapping the evolving digital media landscape for a client portfolio that invests nearly $26B in media each year. At SMG he was also dedicated to General Motors, one of the world’s largest advertisers and likely the world’s largest digital marketer.
During his 16 year career at SMG, Curt has amassed a variety of communications experience, including service to such blue-chip clients as United Airlines, 7-Up, McDonald’s and Morgan Stanley. He has traditional media assignments including development of marketplace negotiations for sports and kid’s marketplaces. He also opened an office in San Francisco for Starcom in 1999 with the then anchor client of Excite@Home and E! television network.
In 2007, he was named an Ad Age Media Maven and OMMA All-Star, and in 2008, Mediaweek recognized him as a Media All-Star for his work in the digital space. Presently, he is Chairman of the AAAAs advanced video committee, and member of the Ad:Tech advisory board. Hecht resides in Winnetka, IL with his wife and two daughters. An avid road cyclist, he founded an award-winning 20-member elite cycling team, which has raced nationally and internationally.
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