BEGIN:VCALENDAR
PRODID;X-RICAL-TZSOURCE=TZINFO:-//com.denhaven2/NONSGML ri_cal gem//EN
CALSCALE:GREGORIAN
VERSION:2.0
METHOD:PUBLISH
X-WR-TIMEZONE::America/Los_Angeles
BEGIN:VTIMEZONE
TZID;X-RICAL-TZSOURCE=TZINFO:America/Los_Angeles
BEGIN:STANDARD
DTSTART:20091101T020000
RDATE:20091101T020000
TZOFFSETFROM:-0700
TZOFFSETTO:-0800
TZNAME:PST
END:STANDARD
END:VTIMEZONE
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T140000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T100000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9016
DESCRIPTION:Sponsored by Television Bureau of Advertising
SUMMARY:4A’s Registration Desk Opens
LOCATION:Continental Foyer
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T190000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T180000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9019
DESCRIPTION:
SUMMARY:Welcoming Reception for Attendees of SAMs Workshop and Other Earl
 y Arrivals
LOCATION:Hilton CityScape\, Sponsored by Yahoo!
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T000000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T190000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9020
DESCRIPTION:
SUMMARY:Dinner on Your Own
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T080000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T070000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9021
DESCRIPTION:Sponsored by Television Bureau of Advertising 
SUMMARY:4A’s Registration Desk Re-Opens
LOCATION:Continental Foyer
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T080000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T070000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9022
DESCRIPTION:Sponsored by A-Team Advisors 
SUMMARY:Continental Breakfast for SAMs Workshop Participants and Media Se
 ssion Attendees
LOCATION:Imperial B
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T080500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T080000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9025
DESCRIPTION:
SUMMARY:Transformation Media Session - Welcoming Remarks
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T093000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T090000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9026
DESCRIPTION:The consumption of media continues to evolve in new and occas
 ionally unforeseen ways. Mr. Brien will look toward the future and asses
 s what it will take for “old media” to transform and not get swept a
 way.
SUMMARY:General Session - “Transforming Media Integration for Greater M
 arketing Impact”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T110000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T103000
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9028
DESCRIPTION:A discussion about the progress made by local television and 
 the internet to transform the buying and selling practices of  these  me
 dia.\n\nModerator: David Cohen\, EVP\, US Director  of Digital Communica
 tions\, Universal McCann\n\nPanelists:\nJeremy Fain\, Vice President\, I
 ndustry Services\, IAB\nAbby Auerbach\, EVP and CMO\, TVB
SUMMARY:Transformation Media Session - “Project Reinvention Update”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T094500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T091500
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9029
DESCRIPTION:Media measurement is a difficult feat.  Jane Clarke Managing 
 Director of the newly formed Coalition for Innovation of Media Measureme
 nt (CIMM) presents her mandate to develop innovative set-top box and cro
 ss platform tools which have the promise of transforming the media measu
 rement landscape.
SUMMARY:Transformation Media Session - "Transformation of Media Measureme
 nt”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T084500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T081500
DTSTAMP;VALUE=DATE-TIME:20120519T023724Z
UID:9031
DESCRIPTION:Social media and the Web have transformed overnight the ways 
 that news and political information are delivered to the nation. Learn m
 ore about this revolutionary landscape from a highly successful blogger.
 \n\n
SUMMARY:Transformation Media Session - “How Social Media Has Revolution
 ized the Communications Landscape” 
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T115500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T111500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9032
DESCRIPTION:The effectiveness of advertising and media is only as good as
  its intended targets. Listen to expert perspectives on the importance o
 f newly emerging data that will transform how you buy your ideal target 
 audience.\n\nModerator: Geoff Ramsey\, Co-Founder and CEO\, eMarketer\n\
 nPanel: Bruce Biegel\, Managing Director\, Winterberry Group LLC\n      
  Adam Gerber\, Chief Marketing Officer\, Quantcast\n       Scott Hagedor
 n\, CEO\, PHD USA\n       Bryan Wiener\, CEO\, 360i\n       David Smith\
 , CEO\, Mediasmith Inc.
SUMMARY:Transformation Media Session - “It’s Still All About Data”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T123000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T120000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9034
DESCRIPTION:TouchPoints multimedia measurement: more key input for contex
 t planning. The IPA has been reporting on TouchPoints in the UK for year
 s\, and now Mr. Spaeth and Mr. Moult will share highlights from Media Be
 havior Institute’s “USA TouchPoints” study.\n\nPanelists:\nJim Spa
 eth\, Founding Partner and Chief Strategic and Financial Officer\, Media
  Behavior Institute\nBill Moult\, Founding Partner and CEO\, Media Behav
 ior Institute
SUMMARY:Transformation Media Session - “USA TouchPoint Research Highlig
 hts”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T134500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T120000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9035
DESCRIPTION:
SUMMARY:4A’s National Board of Directors Meeting
LOCATION:Franciscan A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T140000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T123000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9036
DESCRIPTION:Transformation Lounge remains open all day\, Sponsored by Nat
 ional Cable Communications
SUMMARY:Transformation Lounge Opens with Lunch for All Attendees
LOCATION:Golden Gate Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T141500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T140000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9038
DESCRIPTION:
SUMMARY:General Session - “Transformation of the 4A’s”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T143000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T141500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9039
DESCRIPTION:
SUMMARY:General Session - “Incoming Chairman’s Address”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T150000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T143000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9040
DESCRIPTION:A few thoughts on how to transform major enterprises from Mr.
  Light\, the pre-eminent management consultant who helped turn around Mc
 Donald’s and Nissan.
SUMMARY:General Session - “Transforming the Marketing Enterprise”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T153000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T150500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9042
DESCRIPTION:A few years ago\, all seemed lost for Kodak as the world embr
 aced digital photography and moved away from old-fashioned film. Now\, u
 nder Mr. Hayzlett’s watch\, the company is embracing digital photograp
 hy and leading the pack toward making film a thing of the past.
SUMMARY:General Session - “How Kodak is Transforming”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T161500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T154500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9043
DESCRIPTION:Social media pioneers Pete Blackshaw and Ian Shafer share the
 ir perspectives on how social media have transformed not only so-called 
 traditional media—but also redefined the terms of brand and consumer i
 nteraction.\n\nModerator- Jennifer Preston\, Social Media Editor\, New Y
 ork Times
SUMMARY:General Session - “How Social Media Is Transforming Everything
 ” 
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T164000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T161500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9045
DESCRIPTION:It’s not enough to look at the behaviors and habits of the 
 12–24 year old generation\; what really matters are the elements these
  young consumers take with them into their prime purchasing years. Mr. C
 ole will share insights based on data accumulated from the Center for th
 e Digital Future.
SUMMARY:General Session - “YouthQuake: Transformation of Young Consumer
 s”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T220000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T190000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9046
DESCRIPTION:Entertainment: Susie Essman\, Comedian and Author\nSponsored 
 by The Huffington Post \n
SUMMARY:Opening Night Banquet\, Sponsored By Microsoft Advertising Entert
 ainment
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T081500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T080500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9048
DESCRIPTION:
SUMMARY:Transformation Media Session - “State of the Business”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T103000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T100000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9049
DESCRIPTION:No-holds-barred insights from Yahoo!’s out-spoken chief exe
 cutive.
SUMMARY:Transformation Media Session - “Transforming Yahoo!”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T103000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T100500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9050
DESCRIPTION:As Advertising Age says\, “There is no more ’Joe Consumer
 .’  Nearly half of all moms are multicultural. Ms. Eleta will share in
 sights and strategies for connecting with US Hispanics\, the nation’s 
 largest and fastest-growing multicultural community. 4A's commissioned t
 his research.
SUMMARY:General Session - “The Transformation of America: Playing to Wi
 n in a Multicultural Nation”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T190000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T171500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9051
DESCRIPTION:Cocktails in the Transformation Lounge\, presented by Transis
 .
SUMMARY:Major Sponsor Exhibits Open 
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T180000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T074500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9052
DESCRIPTION:Breakfast served from 8 AM to 9 AM.\n\nLounge remains open al
 l day
SUMMARY:Major Sponsor Exhibits Open
LOCATION:Transformation Lounge
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T090000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T084500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9053
DESCRIPTION:The role of agency account management is transforming. The 4A
 ’s has created a new award to recognize account management transformer
 s.
SUMMARY:General Session - Presentation of the 4A’s Inaugural Account Ma
 nagement Impact Award
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T100000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T093000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9055
DESCRIPTION:Michael Kassan\, Chairman and CEO\, MediaLink LLC will have a
  conversation with Steve\, who will be CEO of the newly merged Comcast N
 BC enterprise … when the merger is approved.\n\nSpeaking: Steve Burke\
 , Chief Operating Officer\, Comcast Corporation and President\, Comcast 
 Cable Communications\nModerated by: Michael Kassan\, Chairman and CEO\, 
 MediaLink LLC\n
SUMMARY:General Session - Title [TK]
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T111500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T104500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9056
DESCRIPTION:Dr. Rijsberman heads Google’s philanthropic programming eff
 orts on health\, geo/environment\, and disaster response. He will update
  us on the Haiti situation.
SUMMARY:General Session - “The Transformative Power of Technology on So
 cial Issues”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T121500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T114500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9058
DESCRIPTION:It’s no surprise the world has gone digital. But we’ll he
 ar how the transformation from desktop to cloud computing is affecting m
 arketers \, advertisers\, consumers\, and … the world’s largest desk
 top software company.
SUMMARY:General Session - “Navigating the Digital Canvas: Cutting-Edge 
 Approaches to Winning in the New Medium”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T154500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T151500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9059
DESCRIPTION:Chris Anderson\, who leads the Wired tablet development team\
 , is an integral part of Condé Nast's initiative to bring all of their 
 magazines to tablets and other digital platforms. He is exploring how ta
 blets can transform magazines\, from the reader experience to a new sust
 ainable model.
SUMMARY:General Session - “Are Tablets the Future of Media?”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T140000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T121500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9060
DESCRIPTION:Sponsored by AT&T Advanced Ad Solutions
SUMMARY:Lunch
LOCATION:Transformation Lounge
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T171500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T164500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9061
DESCRIPTION:Rishad always tells us what we need to hear…not what we wan
 t to hear. 
SUMMARY:General Session - “Transforming Marketing”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T150000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T143000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9063
DESCRIPTION:Insights from a highly respected media maven who brought us D
 ove’s Campaign for Real Beauty and the AXE Effect.\n\nKathy O'Brien\, 
 Vice President\, Personal Care\, Unilever interviewed by Wendy Harris Mi
 llard\, President\, MediaLink LLC
SUMMARY:General Session - “Unilever’s Continuing Transformation”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T151500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T150000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9064
DESCRIPTION:Sponsored by Donovan Data Systems
SUMMARY:Conversation Break
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T164500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T155000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9066
DESCRIPTION:The future of addressable television has arrived. Learn how t
 his ready-for-prime-time technology will transform the media planning an
 d buying process\, and whether it will answer John Wanamaker’s famous 
 question.\n\nModerator: Moderator: Jack Feuer\, Editorial Director\, UCL
 A\n\nPanel: \nMatthew Emans\, Vice President of Product Management\, Nav
 ic\, a Microsoft Company\nTara Walpert Levy\, President\, Visible World 
 \nMichael Kubin\, Executive Vice President\, INVIDI Technologies Corpora
 tion\nTracy Scheppach\, Senior Vice President\, Innovations Director\, S
 MGX\nBill Harvey\, Vice Chairman\, Global Research Director\, TRA Inc.\n
SUMMARY:General Session - “How Addressable Television Will Transform Me
 dia Planning and Buying”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T180000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T164500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9067
DESCRIPTION:Sponsored by AT&T Advanced Ad Solutions
SUMMARY:Cocktail Hour
LOCATION:Transformation Lounge
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T000000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T180000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9068
DESCRIPTION:
SUMMARY:Dinner on Your Own
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T100000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T094500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9069
DESCRIPTION:
SUMMARY:Transformation Media Session - Conversation Break 
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T111500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T110000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9070
DESCRIPTION:
SUMMARY:Transformation Media Session - Conversation Break
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T154500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T153000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9072
DESCRIPTION:Sponsored by AOL Inc.
SUMMARY:General Session - Conversation Break
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T114000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T111500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9074
DESCRIPTION:With sales of video games now easily surpassing the debuts of
  blockbuster movies\, it’s no secret that gaming is the next big trans
 formative force in advertising. Learn more about how games are marketed 
 (and ads incorporated into them) from the folks who brought you Madden a
 nd Rockband.\n\nPresenters:\nElizabeth Harz\, SVP\, Global Ad Sales\, El
 ectronic Arts\nAndrew Wilson\, SVP\, Electronic Arts
SUMMARY:General Session - [Title TK]
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T104500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T103000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9075
DESCRIPTION:Sponsored by Donovan Data Systems
SUMMARY:Conversation Break
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T080000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T070000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9077
DESCRIPTION:
SUMMARY:Breakfast
LOCATION:Continental Foyer
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T093000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T090000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9079
DESCRIPTION:A presentation from 50\,000 feet that will feature on-the-gro
 und-ROI results for agencies of all sizes.
SUMMARY:General Session - “How New ‘Cloud’ Technology Can Transform
  the Agency Enterprise”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T094500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T093000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9080
DESCRIPTION:Sponsored by Donovan Data Systems
SUMMARY:Conversation Break
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T103000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T094500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9081
DESCRIPTION:Silos are a thing of the past. Learn about new compensation a
 nd messaging integration models from the world’s biggest advertiser an
 d some of its agency partners.\n\nParticipants:\nRich DelCore\, Financia
 l Director\, Global Market\, Proctor & Gamble Company\nDavid Corr\, Exec
 utive Vice President and Executive Creative Director\, Publicis New York
 \nMichele Gilbert-Rotman\, Managing Director\, Leo Burnett Paris\nAngela
  Pasqualucci\, Executive Vice President\, Global Equity Director and P&G
  Oral Care BAL\, Publicis New York
SUMMARY:General Session - “Transforming Agency Partnerships”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T110000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T103000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9082
DESCRIPTION:ESPN's resident research guru provides a snapshot of new tran
 sformative research from Disney Media & Ad Lab which measures the emotio
 nal and physiological response to cross media advertising.
SUMMARY:General Session - “Transformative Research on Integrated Media
 ”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T113000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T110000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9083
DESCRIPTION:Conference presiders and 4A’s CEO\, look back on Transforma
 tion 2010.\n\nSpeaking:\nNancy Hill\, Marc Goldstein\, Chuck Porter\, an
 d Tom Carroll
SUMMARY:Conference Wrap Up & Conclusion
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T140500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T140000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9324
DESCRIPTION:
SUMMARY:SAMs - Welcoming Remarks
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T161500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T140500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9325
DESCRIPTION:SAMs Workshop Moderators:\nSharon Napier\, President-CEO\, Pa
 rtners + Napier\nTom Finneran\, EVP\, Management Services\, 4A’s\n\n\n
 To foster more interactivity among the workshop participants\, we will b
 egin with a two-hour session of roundtable discussions led by workshop m
 oderators Sharon Napier and Tom Finneran. The participants\, seated at a
  number of roundtables\, will have two discussions: One on background\, 
 issues\, and opportunities at their agencies\, and the other on brainsto
 rming solutions to a problem assigned to the table. The individual table
  discussions will then be summarized for the entire group.\n\nSee detail
 ed description of roundtable discussions attached\n
SUMMARY:SAMs Workshop Roundtable Discussions
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T170000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T161500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9326
DESCRIPTION:An overview on building agency value\, including a discussion
  of “buy versus build” when considering new service offerings\, late
 st trends in executive compensation\, and a review of industry merger & 
 acquisition activities.
SUMMARY:SAMs Workshop - Building Value
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T084500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T080000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9327
DESCRIPTION:Clients continue to increase their emphasis on marketing acco
 untability\, with measurement and tracking a key to all things marketing
  this year. This session will help you to learn key benchmarks\, best pr
 actices and cutting-edge trends in marketing measurement\, analytics and
  return on marketing investment. You’ll discover how to apply metrics 
 and key performance indicators for offline\, online and social media pro
 grams. You’ll gain knowledge of how attribution models are used to con
 quer the challenges of measuring multichannel communications campaigns. 
 And\, you’ll gain insight into the tools that direct and digital marke
 ters use to develop more efficient campaigns and narrow the gap between 
 marketing and financial outcomes.
SUMMARY:SAMs Workshop - Applying the Science of Measurement to the Art of
  Marketing
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T093000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T084500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9328
DESCRIPTION:Most agencies have been frantically evolving digital capabili
 ties but there seems to be little consensus on the optimal “go-to-mark
 et” digital servicing structures. The panel will discuss the different
  servicing models that their organizations are using to address the exec
 ution of digital services\, including Web site development\, display adv
 ertising\, search\, social media and mobile.\n\nModerator: Sharon Napier
 \, President-CEO\, Partners + Napier\n	\nPanelists: Rick Gardinier\, Chi
 ef Digital Officer\, Brunner \n           Lori Graf\, President-CEO\, Po
 wers Agency \n           Bob Johnson\, Associate Director\, Digital Stra
 tegy\, J. Stokes & Associates\, Inc.\n	   Pamela Sandler\, Digital Exper
 ience Director\, Bernstein-Rein\n
SUMMARY:SAMs Workshop - Digital Services Capabilities and Structure in Sm
 all and Mid-Sized Agencies
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T104500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T094500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9330
DESCRIPTION:Sarkissian’s philosophy is that the best way to predict the
  future is to create it. Patrick\, a calculated risk-taker\, encourages 
 agency employees to spend significant time exploring new ideas and innov
 ations outside of the scope of requested client work. Sarkissian Mason i
 s a self-described agency of invention. The firm’s reputation for hard
 -hitting and inspiring communications is complemented by the agency’s 
 commitment to create new technologies\, intellectual property\, patents 
 and platforms that it owns\, controls and monetizes.
SUMMARY:SAMs Workshop - The Sarkissian Mason Story
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T113000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T104500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9331
DESCRIPTION:Agencies are under tremendous pressure from clients on compen
 sation. Clients are challenging agencies to reduce expenses and compensa
 tion. Agencies can still negotiate win/win agreements but it takes both 
 the right mindset and the right skill set. Agencies must match the “pr
 ofessional buyers” in client organizations with “professional seller
 s” on the agency side\, armed with the knowledge\, tools and resources
  that can help demonstrate the value they bring to the relationship. Thi
 s session explores not only the right answers\, but perhaps more importa
 ntly\, the right questions.
SUMMARY:SAMs Workshop - Negotiating–Matching Professional Buyers With P
 rofessional Sellers
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T094500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T093000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9339
DESCRIPTION:
SUMMARY:SAMs - Coffee Break
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T080000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T070000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9676
DESCRIPTION:
SUMMARY:Continental Breakfast for All Attendees
LOCATION:Continental Foyer
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T091000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T084500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9677
DESCRIPTION:Magazine industry announcement from major publishers.\n\nFeat
 uring:\nCathleen Black\, President\, Hearst Corporation\nAnn Moore\, Cha
 irman and CEO\, Time Inc.\nJack Griffin\, President\, National Media Gro
 up
SUMMARY:Transformation Media Session - “A Message From Magazine Industr
 y Leaders”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T081500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T080000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9678
DESCRIPTION:Mr. Berger and Mr. Woodard share a progress report on the Hig
 h School for Innovation in Advertising and Media\, the first high school
  in America devoted to advertising.\n\nSpeaking:\nRon Berger\, US Chairm
 an\, Euro RSCG\nLarry Woodard\, President & CEO\, Vigilante 
SUMMARY:“A Progress Report from a 4A’s Initiative”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T083000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T081500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9679
DESCRIPTION:Peggy Conlon\, President & CEO\, Ad Council and Brian Perkins
 \, Corporate Vice President Johnson & Johnson discuss the transformation
  of the Ad Council.
SUMMARY:General Session - Ad Council Transformation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T142500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T140000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9680
DESCRIPTION:
SUMMARY:General Session - “(How) Is Washington Transforming?”
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T090000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T083000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9681
DESCRIPTION:Mr. Sorkin’s new book is all about how (if?) this will happ
 en.
SUMMARY:General Session - "Transforming the Financial Markets"
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T170000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100228T150000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9829
DESCRIPTION:By Invitation Only
SUMMARY:Mid-Sized Agency Media Directors Committee Meeting 
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T121500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T113000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:9844
DESCRIPTION:
SUMMARY:SAMs Workshop - "Intellectual Property's Role in Transforming Age
 ncy Business"
LOCATION:Imperial A
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T091500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T091000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10227
DESCRIPTION:4A’s CEO\, Nancy Hill invited ideas which can transform the
  communications business.  Here is the first.
SUMMARY:Transformation Media Session - First Transformer Presentation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T120000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T115500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10228
DESCRIPTION:
SUMMARY:Transformation Media Session - Second Transformer Presentation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T150500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T150000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10229
DESCRIPTION:
SUMMARY:Transformation Media Session - Third Transformer Presentation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T164500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100301T164000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10230
DESCRIPTION:
SUMMARY:Transformation Media Session - Fourth Transformation Presentation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T100500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T100000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10231
DESCRIPTION:
SUMMARY:General Session - Fifth Transformation Session
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T114500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T114000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10232
DESCRIPTION:
SUMMARY:General Session - Sixth Transformation Presentation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T143000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T142500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10233
DESCRIPTION:
SUMMARY:General Session - Seventh Transformer Presentation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T155000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T154500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10234
DESCRIPTION:
SUMMARY:General Session - Eighth Transformer Presentation
LOCATION:Continental Ballroom
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T084500
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100302T074500
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10287
DESCRIPTION:Sponsored by Arbitron
SUMMARY:4A’s Registration Desk Re-Opens
LOCATION:Continental Foyer
END:VEVENT
BEGIN:VEVENT
DTEND;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T080000
DTSTART;TZID=America/Los_Angeles;VALUE=DATE-TIME:20100303T070000
DTSTAMP;VALUE=DATE-TIME:20120519T023725Z
UID:10288
DESCRIPTION:Sponsored by Arbitron
SUMMARY:4A’s Registration Desk Re-Opens
LOCATION:Continental Foyer
END:VEVENT
END:VCALENDAR