Smart Screen Exclusive
Young & Rubicam Joins 2nd Screen Society to Advance Multi-Screen Marketing
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By Lyndsey Schaefer
The 2nd Screen Society just announced the addition of Young & Rubicam as its newest Advisory Board member. Young & Rubicam will help the 2nd Screen Society’s in achieving its mission to advance the creation, production and adoption of content, applications, devices and distribution systems for a second screen consumer experience.
“The introduction of tablets and smartphones has created new, interactive opportunities for marketers and their content partners,” says Rick Liebling, Creative Culturalist, Y&R Advertising. As a 2nd Screen Society Content Advisor and Advisory Board member, Y&R will help establish a bridge between cutting-edge technology companies and the advertising community to create an entirely new consumer marketing experience.”
Now boasting 30 member companies, the 2nd Screen Society has taken an active leadership role in integrating social-oriented apps and web services into smart TVs, set-top boxes and mobile devices, while promoting collaboration among service providers and broadcasters, and home entertainment and live event content creators.
“Advertising and media are vital drivers behind the emerging 2nd Screen Ecosystem and we are excited to have Rick and Y&R lead this initiative,” says Guy Finley, Executive Director of the Society. “Rick brings his expertise on consumers and culture to a fertile field of companies who are transforming and monetizing engagement experiences, through the 2nd screen, and across all forms of entertainment.”
As part of its first initiatives, Y&R and other 2nd Screen Society member companies will be introducing the advertising community to the new marketing opportunities afforded to multi-screen marketers at Advertising Week, Oct. 1-5, 2012 in New York. Y&R’s Liebling will serve as Chair of the Society’s new Advertising Subcommittee. In his position as Creative Culturist at Y&R Advertising, he works across multiple teams and disciplines to help accounts understand the changing nature of consumer behavior and the ways in which brands and consumers create and interact with culture.
Other 2nd Screen Society Advisory Board companies include: 20th Century Fox Home Entertainment; BluFocus; BuddyTV; Civolution; Digitalsmiths; Dijit; Dome Productions; Endemol; KIT digital; MagicRuby; Mobovivo; RedBee Media; SocialTV; TVplus; Watchwith and Zeebox.
For more information on the 2nd Screen Society, visit www.mesaonline.org/communities/second-screen-society/
