MEMBER’S ONLY!!  Join HiMA and HP's Scott Berg for this unique event!

With the constant evolution and birth of new channels/platforms in the digital landscape, marketing organizations – big and small, as well as B2B and B2C – must adapt. Social, mobile, display, email, video, web, SEO/SEM, and emerging channels are blending together yet still differentiated in terms of content and usage. These changes and additions mean that marketing teams be structured to accommodate the needs and requirements to be successful in the digital space.

After creating a successful digital ecosystem for HP, Scott Berg will share with HiMA members how HP has built an effective digital ecosystem that sustains the ongoing initiatives, campaigns, innovations, and experiments lead by marketing teams within the Fortune 10 company. In addition, Scott will share the roles and responsibilities needed to create a successful ecosystem, regardless of whether the brand is B2B or B2C. Attendees will hear firsthand how a large brand that employs both B2C and B2B strategies handles its global digital presence and apply key takeaways to their brand.  Learn what it will it take for your brand or your agency to build a successful digital marketing engine.

THREE KEY TAKE-AWAYS

Attendees will learn:

Ø  How to build a digital ecosystem for your brand/agency

Ø  Who is needed to deploy an effective digital ecosystem

Ø  What is required to build a digital ecosystem – regardless of B2C or B2B orientation

SPEAKER

Scott Berg
Director, Global Digital Strategy & Ecosystems – Corporate Marketing

Scott Berg is responsible for HP's global digital strategy which includes making the HP brand relevant and compelling for HP’s regional customers, partners, communities and employees.  Scott’s’ role is to develop the companies short and long term overall digital strategy, ensure execution of all digital plans including partnerships, media, social, mobile and interactive, drive profitable revenue, increase efficiencies…while advancing the growth and management of the HP internal and external digital ecosystem.

Berg has been honored as the first US based client media judge at the Cannes Advertising Festival (the Academy Awards of Advertising) in 2004 as well as winning a Cannes media lion in 2005.  Scott has also been  named one of min Magazine’s “Sweet 16” Honorees, named BtoB Magazine Marketer of the Year, and named to AdAge’s Media Maven’s list in 2005.  He is also a contributing author to “Kellogg on Advertising & Media” released in 2008 in conjunction with Northwestern University.  Scott currently serves on the Editorial Board of “The Internationalist Magazine,” as well as on the Board of Advisors to the University of Nebraska’s College of Business.

Scott holds a Bachelor’s in Finance, a minor in Economics and an MBA from Wichita State University, Wichita, Kansas, USA. He is also a graduate of the School of Bank Marketing through the University of Colorado as well as the Tuck Online Bridge Marketing Program through Dartmouth College.