Marketing’s Shift from Waterfall to Agile

A session at SXSW Interactive 2012

Sunday 11th March, 2012

11:00am to 12:00pm (CST)

As consumers get more real-time, marketing’s traditionally slow, phased, methodical approach to researching and reaching consumers doesn’t work any more. Just as software developers have needed to become more agile, so too does the marketer. CMOs and Senior Marketers will share what they are doing and what they WISH they were doing to be more real-time. Technology builders, join us and you will come away with 100 new ideas for technologies that need to exist.

About the speakers

This person is speaking at this event.
James M Smith

Vice President, Advertising Sales, Disney

James M. Smith
VP of Online and Emerging Platforms Advertising Sales
Disney Interactive Media Group James Smith is responsible for creating ad solutions and revenue streams through video, mobile, social games and social media content for The Walt Disney Co.’s Disney Interactive Media Group. The group produces and distributes a broad portfolio of content from its five primary lines of business: Disney Interactive Studios, Disney Online, Disney Online Studios, Disney Mobile and Playdom. Products and content also include Disney.com and the Disney Family network of websites, mobile applications, video games and Tapulous, a hub for iPhone social apps. The properties reach nearly 100 million people, according to 2011 data from comScore Media Metrix.

This person is speaking at this event.
Jennifer Zeszut

CEO, Beckon

This person is speaking at this event.
Shiv Singh

Pepsi Exec, PepsiCo

This person is speaking at this event.
Jascha Kaykas-Wolff

CMO, Mindjet

Jascha Kaykas-Wolff oversees all Mindjet marketing efforts including branding, product marketing, demand generation, advertising, public relations, community, and web operations. Prior to joining Mindjet, Kaykas-Wolff served as senior vice president of marketing and customer success at Involver, the world's largest social marketing platform. He previously headed Global Marketing for Webtrends, the leading customer intelligence platform that founded the web analytics industry. Kaykas-Wolff served as a strategic consultant for Alvarez & Marsal, a global business advisory services company, and has held senior management positions at Microsoft's MSN and Windows divisions & Yahoo! Inc's commerce business unit. Kaykas-Wolff holds a bachelor of arts degree in psychology from Whittier College in Whittier, California.

This person is speaking at this event.
Adam Brown

Exec Director, Social Media, Dell

Adam Brown is Executive Director, Social Media for Dell. In this role he leads the company’s global activities in online communities as well as strategy around new social media marketing, communications and social commerce initiatives across Dell’s consumer segments. Adam joined Dell in May 2010 after spending four years as Director of the Office of Digital and Social Media at The Coca-Cola Company. There, his teams led the development and management of the company’s corporate Web sites and blogs, employee portals, search engine activities and social media listening/engagement initiatives. While at Coke, Adam created the company’s first blog, developed its 4R social media strategy (review, respond, record, redirect) and spearheaded the development of the company’s social media guidelines, often seen as a standard for other CPG companies considering their foray into the digital space. Adam joined Coca-Cola in 2006 after spending eight years at global public relations agency Ketchum. While at Ketchum, Adam was Vice President and Director of eKetchum, Ketchum’s digital media development and viral marketing strategy group. During his eight years at Ketchum, Adam helped develop Web sites, intranets and other online communities for some of the world’s most prestigious and respected companies. His work has been the recipient of numerous awards including four PRSA Silver Anvil awards for work for clients Proctor & Gamble, Nokia and Novartis, as well as a National PRSA Best of Show award for Cox Communications. Previous to Ketchum, Adam was Creative Director at Web development firm What’s Up, Inc, and an Associate Director at advertising and ideation firm BrightHouse. Adam graduated from the University of Tennessee College of Communication, where he majored in Advertising.

Next session in Lone Star

12:30pm Turning Slacktivism into Online Activism by Boyd Neil

These speakers at other events


Take collaborative notes on this session with hackpad


41 attendees

  • Adam Brown
  • Adam Holzband
  • Amit Nizan
  • Andy Donner
  • chloe gottlieb
  • chrisflorance
  • Cristiano Dias
  • Diana Hong
  • Dean Cruse
  • David Henderson
  • Chris Ebbesen
  • Eli Saldivar
  • Todd Bradley
  • Gabrielle Haug
  • Greg Johnson
  • Jonty Sharples
  • Jason Reynolds
  • James Speer
  • Jennifer Zeszut
  • jeremydaly
  • Jeremy
  • jascha kaykas-wolff
  • Katie Hollowell
  • keithmcarthur
  • Kelsey-Lee LeGassick
  • Kesah
  • Mary Pratt
  • Ash Nathan
  • Patrick Woods
  • David Polinchock
  • Ricardo Diaz
  • Lora Schaeffer
  • sermad
  • Sharon Foo
  • Shiv Singh
  • Noelle Weaver
  • Garrett Tillman
  • Tim Stock
  • Taylor Wiegert
  • Vinod Khurana
  • Yumio Saneyoshi

23 trackers

  • Alan Botvinick
  • Bryan Jones
  • Candace McCaffery
  • Cindi Ramm
  • dalprice
  • danethurber
  • Dane Knecht
  • Drew McKenzie
  • Tim Henningsen
  • Glyn Povah
  • Jason Rutherford
  • jason jercinovic
  • Matthew Hawn
  • Mathew Ray
  • Steve Myers
  • Philip Chiang
  • Rachel Lovinger
  • Roman Karachinsky
  • Ross Gebhart
  • Simon Doggett
  • Andrew Hawn
  • Vero Pepperrell
  • Jonah Williams

Sign in to add slides, notes or videos to this session

Sign in to track this session

Tell your friends!


Time 11:00am12:00pm CST

Date Sun 11th March 2012


Lone Star, Omni Downtown

Session type


Session Hash Tag


Short URL


View the schedule



See something wrong?

Report an issue with this session