The Future of Data-Driven Creative
Dates: June 29, 2017
Times: 6:00 PM - 8:00 PM
Location: Isobar, One South Station, Suite 300
Event Type: BIMA Event
Event Sponsor:  photo undertone resized new_zpsrmpbdofa.png
Description: Data-driven creative poses a tremendous opportunity for marketers to reach and engage potential customers. As marketers develop automated buying strategies, we simultaneously need to develop creative strategies that allow data to be harnessed in the messaging for more relevant, personalized experiences that drive consumers to engage, boosts performance and maximizes ROI.

By activating your data and technology investments, brands and advertisers can cut through the clutter to provide real value to customers. Join this panel of leading experts as they address new challenges related to devising innovative campaigns with insights into consumer wants, needs, and behaviors leveraged from ad technologies DSP and DMP data.


Pete Kluge, Group Manager, Product Marketing, Adobe Advertising
As group manager, product marketing for the Adobe Advertising Cloud, Pete Kluge is focused on display advertising, dynamic creative, and programmatic advertising solutions. Prior to Adobe, Pete worked at Microsoft and Yahoo on retargeting and display ad products and owned a direct marketing services and consulting business.

Neala Parenti, SVP, Analytics & Insights, Havas Media
Neala Parenti joined the Havas team in 2015, working on accounts such as Fidelity and Tracfone. Prior to Havas, Parenti spent five years at Digitas on the Bank America account. She has a Master's in IMC from Northwestern University and an undergraduate degree from the University of Notre Dame.

Heather Pidgeon, VP of Media, Genuine
As VP of Media at Genuine, a digital first advertising, marketing and development agency, Heather leads the development of key strategies that create audience relationships critical to engagement and conversion success in today’s landscape. Working collaboratively with Genuine’s Creative, Strategy and Account teams, Heather defines and seamlessly integrates innovative media and digital strategies with her client’s overall brand strategy and objectives in focus including Welch’s, Wex, Zantac and Unum. Heather brings 14 years of extensive performance, integrated digital media and marketing experience to Genuine following successful engagements with Consumer Reports, Budweiser, GNC, RCI, Tauck, Dicks Sporting Goods, Staples, Alcon, Merck and Bristol Myers Squibb. As VP, Services at iProspect, she worked to define agency services to help drive the agency forward in their transformation to a performance media agency. In addition to defining channel solutions, she partnered with the client services teams to develop custom strategies for clients to meet and succeed business goals including Alcon, Staples and Dick’s Sporting Goods. Heather has contributed regularly to Ad Exchanger and has appeared on industry panels including MITX. She earned her BS in Business Administration from Babson College and MS from the University of Rhode Island.

Laura Salant, Senior Director, Research & Insights, Undertone
Laura is responsible for leading a team providing client-focused analytics and audience, consumer and b2b research. A pioneer in leveraging the possibilities of data, 2017 marks her 21th year in digital research and analytics. Prior to joining Undertone, she headed the Strategic Research practice at, publishing papers including “The Purchase Loop” and “The Trust Factor.” She has also served as a direct consultant to clients in Finance, CPG, Healthcare, Tech and Media. Salant has spoken at major industry conferences and events including ANA Digital and Social, Advertising Week NY, ePharma, BIMA, and DTC Perspectives. Her work on the emotional resonance of high impact creative will showcased at ESOMAR Congress 2017 in Amsterdam. She is a graduate of Rutgers University.

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Fees: Members: $35 Non-members: $70
Registration: Deadline: June 29, 2017 at 12:00 PM