Britt Technology Impact Series

Mobile Advertising Panel

March 31, 2010 • Tuck Campus

Mobile Advertising Panel Photo

A room full of Tuck MBA students experienced this expert panel discussion on the current state of mobile advertising, how it became what it is today and the spectacular opportunities for future growth and success. The “America Runs on Dunkin” mobile campaign was discussed from Adam Cahill’s first-hand experience, as DD is a client of Hill Holliday’s. It was an especially exciting time to have Lars Albright, T’05 on campus as Apple recently purchased his mobile advertising company, Quattro. Carl Howe brought a mobile consultant’s perspective to the panel and offered an abundance of data, metrics and mobile industry facts.

Mobile Advertising Panelist Details

Adam Cahill, SVP,
Director of Digital Media,
Hill Holliday

Adam Cahill’s entire career has been spent leading digital marketing efforts for some of the world’s most respected brands, spanning back to the days when “interactive” meant CD-ROMs, not the web.

Adam leads the teams responsible for digital strategy and media across all of Hill Holiday’s impressive client list. Adam’s focus is on delivering digital programs that are fully integrated into the overall marketing strategy, innovative, and that are accountable in terms of generating positive business outcomes.

Lars Albright T’05
Director, Publisher
Alliances, Apple, Inc.

Lars currently holds the position of Director, Publisher Partnerships & Alliances at Apple, Inc. Prior to Apple Lars was a founding partner and SVP of Business Development at mobile ad network Quattro Wireless. (Quattro was acquired by Apple in December of 2009). Prior to Quattro, Lars was VP of Business Development at m-Qube a mobile delivery and payments company. (m-Qube was acquired by Verisign in 2006). Prior to m-Qube, Lars was a co-founder and Vice President of Business Development of a San Francisco-based digital media software company. In addition, Lars worked as a financial analyst in investment banking at Montgomery Securities and for private equity firm Seaver Kent & Company (affiliate fund of Texas Pacific Group). Lars received a Bachelor’s degree from Harvard College and an M.B.A. from The Tuck School of Business at Dartmouth.

Moderator: Carl Howe,
Director, Anywhere
Consumer Research,
Yankee Group

Carl Howe is a director for Yankee Group’s Anywhere Consumer research group. In this role, Howe examines how the Anywhere Network transforms consumer work, life and play. Howe’s contributions to Yankee Group’s Anywhere vision include reports such as “Best of the Anywhere Web 2009,” “Forecasting the Mobile App Gold Rush,” and “The Anywhere Economy.” Howe’s current research agenda includes research on digital applications and media, mobile Web sites and their evolution, and digital advertising.Howe has commented on technology in television venues ranging from Bloomberg Television to “The Today Show” to “The CBS Evening News,” and he speaks frequently at events in the U.S., Europe and Asia. He has also commented on trends in technology for The New York Times, All Things Considered, Marketplace, and Technology Review as well as numerous other international and national publications. Howe was also named one of the top 20 most influential U.S. 2002 by Technology Marketing magazine.

Interview with Carl Howe, Director, Anywhere Research Group, Yankee Group

Interviewed by John Lojek T’10

Interview with Adam Cahill, SVP, Hill Holliday

Interviewed by Amanda Lynch T’11

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