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Integrating Digital and Traditional Marketing:
Creating more powerful external and internal communication strategies

What You’ll Learn
The digital realm holds the future of marketing and communications.  Digital tactics, such as social media, mobile apps, e-marketing, blogs, streaming video, texting, and search engine marketing provide new, cost-effective ways to connect with your internal and external audiences. How do you integrate these digital tools into your traditional marketing and communications plans to create strategic synergy and achieve maximum impact?

JOIN NY/IABC for its 2012 Kick-Off event and learn best practices from companies who have mastered the multi-channel approach


  • Mel Sokotch, former Executive VP, DraftFCB; Author, Shortcuts to the Obvious

  • Kevin Horne, Marketing Strategy, Ogilvy and Professor of Marketing Strategy, Baruch College

  • Kevin Dolorico, Digital Marketing Lead, LG Electronics

  • Justin Amendola, VP of Global SMB Digital Strategy, Pitney Bowes        

  • Moderator: Matthew Capala, Managing Partner at Mixed Digital, Owner of Zeit Media

Who should attend:         

  • Corporate marketing/marketing communications professional         
  • Corporate communications professionals        
  • Entrepreneurs         
  • Agency professionals


WHEN: Wednesday, February 22, 2012
6:00 - 8:00 p.m.
LOCATION: American National Standards Institute
25 West 43rd Street [between 5th and 6th Ave.]
4th floor
New York, NY 10036

COST: IABC Members $20.00
Non-Members $45.00

Light refreshments will be served.


Online Registration for this event has closed.

You may contact Barbara Coen at 212-253-4092 to be put on a waiting list.

Online registration closed on February 21st at 3 PM
Onsite registration will not be available

The deadline to cancel and receive a refund for your registration is 5 business days before the event.  Cancellations must be made by email to and must include the name of the attendee.  Refunds will be credited back to the original credit card used for payment.  Refunds will not be available for registrants who choose not to attend an event.

All attendees must be registered to attend an event. NYIABC hosts our events at various locations and the venue security is often very tight.  If your name is not on the door list and payment has not been received, you will not be admitted.


Mel SokotchMel Sokotch
Mel Sokotch is a 30-year veteran of 3 major ad agencies: Ted Bates, Grey, Foote Cone & Belding (now DraftFCB). He’s lead many OTC and Rx accounts, including Pfizer, Warner-Lambert, GSK, Lilly, Amgen, Merck, Boehringer-Ingelheim. Mel’s published articles on healthcare marketing and is a frequent speaker at industry events. Since leaving the agency business in 2005, Mel has served as DTC consultant to both clients and agencies. He’s conducted DTC strategy seminars with Lucy Rose, former director of DDMAC. Mel is also the author of “Shortcuts to the Obvious, an insider’s guide on how to get more effective advertising, more efficiently.” For more information on Mel, visit

Matthew CapalaMatthew Capala
Matthew Capala is an award-winning digital marketer, Internet entrepreneur, national speaker, blogger and author on the topics of search engine marketing, Internet entrepreneurship and multichannel marketing. Throughout his career, he has managed several high-profile client accounts, including Dell, Prudential, LG, Boehringer Ingelheim, Four Seasons, Allergan, Sotheby's and Hilfiger.  Over his 11 year professional career he has held various marketing and digital media roles with a wide range of global organizations, including WPP, Mindshare, Mediacom, Mattel, the Associated Press (AP Digital), Zeta Interactive, Acronym Media and Mixed Digital. Matthew has three advanced degrees, including an MBA in Marketing from Baruch College, Zicklin School of Business in NY. He is author of the forthcoming book: “Search Engine Marketing Decoded: Revealing the Secrets of Effective Pay-Per-Click Strategies.” For more information on Matthew, visit

Kevin HorneKevin Horne
Kevin has 18 years of agency-side marketing experience. From 1994 until 1999, he led the Marketing Consultancy at Capital Consulting & Research, a boutique firm purchased by ad agency Young & Rubicam. In 1999, he joined Ogilvy & Mather to start up its Marketing Strategy practice and add a business perspective to new client acquisition and current client engagements. Kevin became an independent marketing strategist in 2007, launching his own firm Lairig Marketing ( Throughout his career, Kevin has worked with the likes of IBM, Cisco, DuPont, and Time Warner Cable. He serves as an adjunct professor at Baruch’s Zicklin School of Business, teaching a course on Marketing Strategy. Kevin has also contributed articles for the MarketingProfs website.

Kevin DoloricoKevin Dolorico
Kevin Dolorico is a digital marketing and customer experience expert, with 15 years of experience across consumer electronics, travel, and publishing. As the Digital Marketing Lead for LG Electronics USA, he oversees LG’s strategy and activation across the digital landscape, including, mobile, retail, media and social. His work in defining LG’s global digital strategy was recently profiled in the Harvard Business Review article, “Branding in the Digital Age.” Kevin spends his spare time with his family, teaching his 19-month old son marketing terms like email, ROI, and YouTube. For more information on Kevin, visit

Justin Amendola
Justin has more than a decade of agency- and client-side integrated marketing experience. His current role as VP of Global SMB Digital Strategy at Pitney Bowes involves helping small- and medium-sized businesses realize more value from personalized and integrated customer communications. This involves championing the creation of inbound marketing channels, such as content marketing, SEO and webinars, as a complement to Pitney Bowes' long-standing outbound marketing channels. Prior to joining Pitney Bowes, Justin spent 10 years on the agency side in integrated marketing roles for The U.S. Army, Verizon Telecom, IBM, American Express, and others. In his spare time, Justin is working with a small team of entrepreneurs to build and launch a consumer lifestyle application.

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