Insights Studio — Media Targeting: A Brave New World
May 12, 2021, 12:00 – 1:00 pm EDT
Jake Vander Linden
Managing Director, Paid Media Activation
Jake is tasked with developing and scaling the paid media practice at Real Chemistry, built on a strong foundation of digital & performance media. Jake’s responsibilities include day-to-day oversight of Real Chemistry’s paid media team and partnering with client relationships leaders to bring relevant components of this offering to their clients.
Jake has over twenty years’ experience in agency management and account leadership, with a focus in strategy and communications planning, working across advertising, product design, PR and promotions to help clients develop marketing plans starting with consumer insights/audience creation through to media activation and measurement.
Most recently, Jake has worked with marketing organizations to help them pivot from reach and awareness-based strategies to digital and one-on-one communication including AdTech selection and deployment, best practices and organizational change and vendor/partner negotiation.
In his most recent roles at Omnicom, Group M and Dentsu Aegis, Jake worked with clients like Pfizer, P&G, Volkswagen, AB-InBev and Beiersdorf to help them become more accountable, data-based and integrated across marketing disciplines.
He has lived and worked in the US, Philippines, China, Singapore and Germany.
Matt has spent the last 10 years installing new marketing capabilities using data, tech, and media to achieve breakout growth. In his current role at Walgreens, he is focused on growing both the Healthcare portfolio of businesses, as well as Financial products set to launch later this summer.
Matt believes personalized touchpoints across product and marketing can create amazing experiences in healthcare, leading to healthier patients. He is intensely focused on creating, deploying and optimizing these experiences.
Matt holds a BA in Economics from the University of Wisconsin and an MBA from Kellogg School of Management.
Jo Ann Saitta
Global Chief Digital Officer
Jo Ann Saitta serves as Global Chief Digital Officer at Real Chemistry. Saitta has over 15 years of C-level strategy experience in the healthcare technology field and she specializes in technology and business transformation initiatives, including product development, M&A, and strategic partnerships. She has been recognized by Medical Marketing & Media (MM&M) as one of 16 women changing healthcare, named an Elite Digital Crusader by PM360, and was awarded CIO of the Year by NJ Technology Council. Jo Ann is also a member of the Google Heath Marketing and Advertising Advisory Board. At Real Chemistry, Jo Ann is leads development of performance marketing’s scalable Omnichannel offerings with a focus on data strategy and activating audience insights. Her remit is to continually evolve and mature at Real Chemistry’s digital capabilities.
Alice K. Sylvester
Alice K. Sylvester is a partner at Sequent Partners. She is pleasantly surprised that her consulting life incorporates so many of the disciplines she mastered in her advertising agency career: media research, communications research, brand economics and consumer insights. She is currently involved in a variety of industry performance measurement initiatives, new media metrics development, and cross-media measurement. Alice held positions in research and planning at major advertising agencies. She was Senior Vice President, Account Planning Director at DraftFCB and also worked at Young & Rubicam Inc., (Director of Brand Insights) Leo Burnett, (Director of Brand Economics), J. Walter Thompson (Media Research Director) and Tatham-Laird & Kudner (now Havas).
Alice was elected to the Market Research Club Hall of Fame in 2019. She is a past Chairman of the Board of the Advertising Research Foundation, and member of the Editorial Review Board of the Journal of Advertising Research. Alice chaired the “David Ogilvy Awards for Research Excellence,” the “Emotional Response to Advertising” initiative and is a member of the ARF’s Attribution Working Group and Women in Analytics group. Alice is a co-author of Advertising and the Mind of the Consumer, published in 2000 by Allen & Unwin and Kogan Page.