Babs Rangaiah currently leads global marketing solutions for the Interactive Experiences unit of IBM.
Prior to joining IBM, Babs was the Vice President of Global Media Innovation & Ventures for Unilever in the US for three years and before that he was the Vice President of Global Communications Planning for all Unilever Global Brands and was based in their London Headquarters. He oversaw a team that worked with Global Brands to infuse New Media Strategy and Integrated Channel thinking into the creative development process.
Under his leadership, Unilever has become recognized as one of the best and most innovative companies in its use of the Media space. In 2008 & again in 2012, Unilever was named “Digital Marketer of the Year” by Advertising Age & in 2008 was named CPG marketer of the Year by MediaPost. Babs was also named one of Advertising Age’s 2007 Media Mavens, one of OMMA’s 2008 Media All-Stars, one of The Internationalists “2009 International Marketers of the Year”, one of The Media Festivals, 2010 Media Executives of the Year, Digiday's 2011 top marketing “tweeter” and of the Internationalists 2013 top 100 marketers.
Prior to joining Unilever, Babs spent 3 ½ years as the Vice President of Media for the interactive firm AGENCY.COM and several years in traditional media planning at DMB&B, most recently as Vice President, AMD on Procter & Gamble.
Session: Disruptive Technologies: Blockchain & Cognition
As we enter the next frontier of marketing, brands need to understand disruptive technologies and their potential to unlock competitive advantage and transform business. Brands that embrace emerging technologies -- and understand how to apply them -- will be at the forefront of the creation of new approaches to marketing, new business models and new products and services. In this session, you’ll hear about the vast opportunities blockchain and cognitive advertising represent for brands and the reasons that early adoption could make a big difference not only to customer experiences, but to the bottom line.
Blockchain will revolutionize every industry – including advertising. Blockchain is a decentralized digital ledger for transactions that provides a sequential list of digital records, written and maintained by consensus and distributed across its participants. This provides a detailed audit trail for all transactions and can potentially solve many of the issues facing programmatic media buying today. Including: transparency, data management, security, verification and more.
Cognitive advertising can take marketing efforts to the next level -- delivering ever more personalized engagements that learn and adapt -- by allowing consumers to interact with digital ads via voice or text and receive relevant information about product in real time.