Seth Kaufman, PepsiCo to Keynote AAF’s Digital Conference

Seth Kaufman, PepsiCo to Keynote AAF’s Digital Conference

Washington, D.C. (Dec. 9, 2015)—Today, the American Advertising Federation (AAF) announced that Seth Kaufman, Chief Marketing Officer for PepsiCo North America Beverages  will deliver the opening keynote for AAF’s Digital Conference, Edge Effect: Media Meets Technology in Advertising.

The conference will bring together Senior- to Executive-level marketing, advertising, advertising technology and media professionals from major brands, agencies and media companies to address important topics emerging out of the shift to advertising technology and its uses across industries. The powerful line-up of speakers, preceded by Kaufman, will explore topics, such as best practices and business models for brands onboarding new technologies for advertising in “Brands As the New VC’s,” what we can power and create with technology in advertising in “Truth, Lies & Advertising Technology,” what a tech-driven future looks like in a Fireside Chat and the role of video in the future of digital advertising with AOL. Through keynotes and exclusive one-on-one networking sessions with AOL, Pandora, Starcom MediaVest Group, Yahoo! and other industry pioneers, the conference will deliver an enriching and unique experience for attendees.

“Our industry is on the brink of a complete overhaul in the way we do business with consumers and each other,” said Kaufman. “This conference will provide an important look at how we need to navigate the intersection of traditional media and innovative technology to create an integrated, consumer-relevant, cross-platform media model to drive our businesses forward.”

Seth Kaufman is the Chief Marketing Officer for PepsiCo North America Beverages (NAB), where he leads the holistic business, brand and consumer agenda across the company’s beverage portfolio in North America. This includes popular and iconic brands such as Pepsi, Mountain Dew, Aquafina, Lipton iced teas, Sierra Mist and Starbucks ready-to-drink iced coffees. He was inducted into the Advertising Hall of Achievement earlier this fall in Los Angeles, CA. Prior to his current role, Kaufman served as Senior Vice President of Pepsi and NAB’s Flavor Portfolio and before this, he was Vice President/General Manager of the North American Coffee Partnership, a joint venture between PepsiCo and Starbucks.

Edge Effect’s speaker line-up and supporting participants promises to provide attendees with the most powerful content and highly coveted networking opportunities. Session speakers include Jim Norton, SVP, Global Head of Media Sales, AOLStarcom MediaVest Group; Gui Borchert, Creative Director, 72andSunny; Heidi Browning, SVP, Strategic Solutions, Pandora, Ron Young, Founder & CEO, Shocase, Inc.; and Marcy Samet, EVP, Global Chief Growth Officer, MRM//McCann. Lunch round table discussions will provide premium ticket holders with the opportunity to engage in one-on-one conversations with influential brands, such as 72andSunny,, Heat, MRM//McCann, Pandora, Shocase, Inc., and Zocalo Group.

Edge Effect: Media Meets Technology in Advertising will take place on February 16, 2016 in Chicago, IL. Tickets are now on sale with limited quantity, premium tickets and discounted rates available. Sponsorship opportunities are still available and can be found here.

To learn more about participating in this conference, please contact

 About the American Advertising Federation

The American Advertising Federation (AAF), the nation’s oldest national advertising trade association, and the only association representing all facets of the advertising industry, is headquartered in Washington, DC, and acts as the “Unifying Voice for Advertising.” The AAF’s membership is comprised of nearly 100 blue chip corporate members comprising the nation’s leading advertisers, advertising agencies, and media companies; a national network of nearly 200 local clubs representing 40,000 advertising professionals; and more than 200 AAF college chapters with more than 5,000 student members. The AAF operates a host of programs and initiatives including the Advertising Hall of Fame, the American Advertising Awards, the National Student Advertising Competition, the Mosaic Center on Multiculturalism, and summer AdCamps for high school students. For more information on the full range of AAF programming, visit For the latest news and updates, connect with us on Facebook and follow us on Twitter.


How Technology Makes Creative More Intelligent

Today’s technology can target and customize ads with unparalleled precision. At the same time, busy consumers expect ads to be both incredibly compelling and highly relevant. With consumers using multiple devices, creative must seamlessly move across them. Marketers also need to measure and optimize faster than ever. Google’s Creative Platforms Evangelist, Pete Crofut, talks about how new tools and platforms can address these challenges, helping marketers create “intelligent” ads that are engaging and meaningful to consumers in the moments that matter.

Intelligent, engaging, creative. This may sound like a personal ad, but it’s also the future of ads in general. In fact, advertising is getting more personal, more engaging, more interesting and more thought-provoking than ever.

Today’s technology can target and customize ads with unparalleled precision. At the same time, busy consumers expect ads to be both incredibly compelling and highly relevant, and thus meaningful to them at that moment. This means that while the opportunity is bigger than ever, the stakes are higher too. If your brand “matches” with a potential consumer, you might have one chance to make a first impression, so it had better be a good one.

Adding to this are technological obstacles. With consumers using multiple devices, creative must seamlessly move across smartphones, desktops and tablets, a demand that can seem daunting to marketers inexperienced with HTML5 and the coding needed for such content. Marketers also need to know a campaign’s effectiveness and be able to scale it more broadly when it succeeds.

To overcome these challenges, we need to change the traditional way of reaching audiences by prioritizing focused engagement over broad exposure. We also need to rethink how we talk to audiences. Once your brand is in front of the best people, are you delivering the most relevant message? Are you catching and holding their attention?

To do so, a good place to start is to leverage the technology and platforms available to you. They can be used to develop creative solutions that are engaging, relevant, measurable and scalable—in a word, intelligent. But how do creatives actually use technology to build more intelligent ads? And how do marketers piece together the right joint media and creative solution to make the message relevant for every viewer? Continue Reading →

Webinar: Should Technology Dictate Creativity?

AAF Thought Leadership presents:
Innovative Ideas in Digital Advertising: Should Technology Dictate Creativity?

When it comes to advertising, digital is king. It isn’t just the extra point capping off a game winning touchdown drive — it’s the 80 yard bomb to the corner of the end zone. Digital isn’t simply a piece of your ad campaign. It IS your campaign.

Thanks to new innovations in digital technology (paired with an enormous availability of consumer insights), advertisers are reaching their target audience with lightning speed and pinpoint accuracy. Yes, Madison Ave seems to have found its renewable source of energy…in Silicon Valley.

But as digital advertising grows, so too does a dependency upon technology to meet client advertising goals — a dependency which brings forth a new dilemma for agency creatives:

To what extent should technology dictate creativity – or should it at all?

Thursday, September 6, 2012
1:00 PM – 2:00 PM EDT

Panelists include:
Jason Dailey, Director of Bing Evangelism at Microsoft
Allison Kent-Smith, Director of Digital Development, Goodby Silverstein & Partners
Moderator: Shane Santiago, President and Chief Creative Officer at SBS Studios.

This free webinar is brought to you by the American Advertising Federation’s Thought Leadership program.

Register Now!