Media Strategy Roundtable: Building Brands in the GEO Era
We’re living in an era of constant change, where the dominance of performance marketing and the rise of GEO testing have reshaped how brands grow. But as attribution becomes more complex and acquisition costs climb, brand advertising is re-emerging as a critical growth engine for the next wave of category leaders.
This closed-door roundtable discussion brings together top minds from creative, media planning, and measurement, featuring leaders from Particle6, MFG, VAB (Video Advertising Bureau), and former Comscore EVP.
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📅 When & Where
Wednesday, November 19th, 2025 — 9:00 AM to 12:00 PM
Location: Empire State Building, New York City
🗓️ Agenda & What to Expect
9:30 - 10:00 AM: Registrations & Refreshments
10:00 – 10:30 AM: VAB Briefing
A deep dive into the U.S. TV landscape and measurement trends, presented by VAB. You’ll walk away with a clearer understanding of:
The structure of the U.S. TV ecosystem (broadcast, cable, programmatic)
The flywheel effect of pairing TV with other channels (e.g., DOOH, Search, Social)
What modern measurement looks like — and how it ties directly to scaled performance
Brand case studies
Co-hosted by the Video Advertising Bureau (VAB) - the leading voice on premium video and TV effectiveness
10:45 AM – 12:30 PM: Live Media Strategy Masterclass
This is a behind-the-scenes breakdown of a real, anonymized media brief guided by creative directors, media planners, and measurement experts. Moderated by MFG, this session covers:
Strategy – How media planners interpret briefs and assess fit
Creative – How campaign narratives are shaped across channels
Measurement – What metrics matter, and how attention and ROI frameworks guide investment
12:30 PM - 2:00 PM - Lunch & Networking
🎤 Leading Speakers
Carol Hinnant – Former EVP at Comscore, a leading authority on media measurement and cross-platform insights.
Eline Van Der Velden – Founder & CEO of Particle6, award-winning creative production company specializing in data-driven campaigns.
Hermann Hassenstein – Senior marketing and media strategist, with extensive experience leading global brand advertising and cross-channel campaigns.
Mary Ann Halford – Strategic Advisor with extensive experience building and scaling global media businesses, including Fox International Channels, and advising companies on international growth.
Michelle Harmon-Madsen – Media executive and strategist with leadership roles at AccuWeather, MediaVest, and FreshDirect, now advising on GEO and large language model applications through Revere.
Jason Wiese – SVP and Director of Strategic Insights at VAB, leading research that delivers actionable intelligence on the evolving video ecosystem and helping marketers design effective, data-driven media strategies.
Tara Gotch - EVP of Commercial at Comscore Inc, overseeing partnerships with National Media Groups, Local Station Groups, and Independent Agency teams.
Camilla Cho - SVP, Head of eCommerce at Vox Media, overseeing affiliate and commerce strategy across brands like The Verge, New York Magazine, and Eater.
Harish Sarma - VP of Business Development and Partnerships at Yahoo, overseeing strategic alliances, global growth initiatives, and media partnerships across digital and content platforms.
More about our Co-Host & Speakers
Video Advertising Bureau (VAB) – The industry’s leading authority on the value of premium, multi-screen video advertising. VAB provides marketers and agencies with data-driven insights, thought leadership, and guidance on how video drives brand growth and consumer engagement across platforms.
Particle6 – An award-winning creative production company specializing in data-driven video content and campaigns for global brands and broadcasters. Founded by Eline Van Der Velden, Particle6 combines storytelling with analytics to create media that resonates with audiences and drives measurable outcomes.