Three Concurrent Workshops
SPECTRUM provides three in-depth workshops with leading experts in their field. The workshops will follow two paths – concerted time for education and training on a range of concepts and topics and focused time for application and dialogue on the issues you wish to drill down. Feel free to move from session to session.

WORKSHOP #1 : PRINT PREDICTABILITY: NEW DIRECTIONS IN PAPER, PROOFING & PRINTING

Overview: North American Standards & IDEAlliance Initiatives
Presenter:
Dianne Kennedy, Vice President of Media Technologies, IDEAlliance

Print Predictability: What are the Factors?
This open discussion provides an opportunity for those attending the workshop to indicate the issues that they see as critical to determining print predictability. The discussion will serve to frame the presentations that follow.

The Paper Information Gap: Understanding the Role Paper Plays in
Print Predictability
Presenter:
Trish Wales, Associate, IDEAlliance Print Predictability Paper Task Force

Digitizing the front end of printing technologies has created the need for additional information about the materials used throughout the process. Measuring instruments are now available to press and prepress which enable a more scientific approach to material characterization. Paper plays a vital role in image reproduction at both the proofing and printing stages as well as at the design stage. Based on the work of an IDEAlliance multi- discipline group called the Print Predictability Paper Task Force comprised of representatives from paper, ink, print, design agencies and publishers a solution to the paper characterization puzzle for print predictability will be presented. In this session you will learn about:

• Paper and its connection to more scientific approach to material characterization
• Perspectives from advertising agency, printer and publisher on paper in their production chains
• Proposed solution to fill the paper information gap that is applicable to papers used in most printing technologies.

G7: Matching Visual Images from Proof to Press
Presenters:
Dan Reid, President, RPimaging, INC
Dianne Kennedy, IDEAlliance

G7TM, the new IDEAlliance Proof-to-Print Process provides an easy to follow recipe to match visual images from proof to press. G7 is named for its gray scale calibration technique (“G”) and the 7 ISO ink colors it requires. Many of the principles behind the G7 Process have been found controversial by the traditional printing community. G7 process makes use of new technologies that can help us control the appearance of visual images more efficiently than methods used a generation before. G7 also identifies gray balance and controlling the gray tone curve from highlights to shadows rather thanlearn more about:

• The basics of G7, what it is, how it works
• G7 in use today; G7 Masters world wide
• Using G7 across different printing types

• What is proofing to the numbers?
• What is a certified proofing system?
• What are the new criteria for certifying proofing systems?
• What differences are there between certifying hard copy and monitor proofing systems?

WORKSHOP #2: AGENCY PROJECT MANAGEMENT IN NEW CREATIVE WORKING ENVIRONMENT

The workflow and organizational structures of advertising agencies are evolving to meet the demands of customers for faster speed, lower costs, and multi-channel marketing. Agencies are looking at a range of technologies, tools, and organizational changes to create streamlined project management. Here’s a workshop to:

• Review the discipline of project management and its defining principles. Identify key elements to successful implementation.
• Define a Project Management strategy for your working environment.
• Review the project triangle and understand tools that will help you manage the balancing act.
• Tackle and define workflow processes and key stakeholders in the process.
• Address sustainability.

#2 Agency Project Management in NEW Creative Working Environment
The workflow and organizational structures of advertising agencies are evolving to meet the demands of customers for faster speed, lower costs, and multi-channel marketing. Agencies are looking at a range of technologies, tools, and organizational changes to create streamlined project management. Here’s a workshop to:

• Review the discipline of project management and its defining principles. Identify key elements to successful implementation.
• Define a Project Management strategy for your working environment.
• Review the project triangle and understand tools that will help you manage the balancing act.
• Tackle and define workflow processes and key stakeholders in the process.
• Address sustainability.

WORKSHOP #3: GETTING YOUR ASS(ETS)INFORMED WORKFLOWS
Today’s advertisers, advertising agencies, publishers, printers, and all parts of the media supply chain are faced with the challenge and opportunity making the transition to eMedia. New technology and social trends are forming new eMedia marketing opportunities for advertising agencies and marketers. Agencies must develop and implement strategies to move advertising from print to the web and mobile devices and to mix creative and content with audio and video in an increasingly interactive and customer-driven environment. Publishers face the challenge of making a transition to become ePublishers. And, with the transition, organizations must assess culture, workflow, and technology and set a strategy to build a new enterprise infrastructure. Today we hear from a panel on four key topics and then open the discussion to a roundtable on the industry and your future.

Workshop Leaders:
Digital Initiatives for Advertising Agencies

• Harold Geller, Senior Vice President of Digital Initiatives, American Association of Advertising Agencies (AAAA)
  

Digital Photography

• Aaron Holm, Vice President, Development & Integration, Industrial Color XMP: The Pipe for Metadata
• Gunar Penikis is Sr. Product Manager, Adobe Bridge & Adobe XMP, Adobe Systems Incorporated
• eBiz for Media Update: Industry Initiative for eAdvertising & eContent David Steinhardt, President & CEO, IDEAlliance

Welcome & Opening
SPECTRUM 2007 Co-Chairs
Mary Day, Senior Vice President & Director of Print Production, Energy BBDO and Daniel Dejan, National Print & Creative Specialist, Sappi NA

KEYNOTE
Advertising 2.Oh!: Own the Content and Control Your Brand Destiny
Paul Kurnit, Kurnit Communications and KidShop
Paul Kurnit is an internationally recognized marketing, advertising and entertainment executive. As founder and president of Kurnit Communications and KidShop, he extends his marketing expertise in customized engagements for brand innovation and ideation, new product development, brand strategy, market planning, research and communications solutions. He began his advertising career at Benton & Bowles and Ogilvy & Mather, where he managed classic brands and new product development for Procter & Gamble, Pepto Bismol, Kraft, General Foods, American Express and Hasbro Toys. As President of Griffin Bacal, a DDB agency, he played a major role in the dynamic growth of Hasbro into a leading international toy and entertainment business. While at Griffin Bacal, he served as Executive Vice President at sister company, Sunbow Entertainment, a leading producer of award winning children’s television programming and film. At Sunbow, his credits include three after school specials for ABC and CBS, two network children’s series, The Mask for CBS and The Tick for Fox and over 900 syndicated and international programs and three feature films for Transformers, GI Joe, My Little Pony and other properties. He is an expert in social, cultural and international trends and business applications. (Note: Copies of an excerpt of Branding 2.Oh! will be distributed to all the attendees. We thank Bob Wagner, Vice President of Xerox Creative Services and Premier Partners Program for making them available.)

Collaborating to Address Key Issues Facing the Industry
Moderator: Judy Franks, Behavior, Energy BBDO

Panelists:

• Eve Asbury, Director of Integrated Operations at JWT, New York
• Mike Moynihan, Vice President of Marketing, LEGO Systems, Inc.
• Jan Studin, VP-Publisher, Better Homes & Gardens
• Brenda White, Vice President/Publishing Activation Director, Starcom USA
  

REFRESH

1. Magazines try to replicate experiences that are now much better served in other channels.
2. Magazine economies are still driven by eyeballs vs. hearts and minds.
3. Magazine Brands are only managed to 50% capacity. If advertising is 50% of experience, editors should care.
4. We build magazines like an assembly line without a master blueprint.
   

UNVEIL - Energy BBDO Research Study Validating Consumer Perspectives

1. Consumers have already left magazines for certain online experiences.
2. Consumers will still engage with magazines more so than other media. So why do we still sell the medium based upon audience tonnage?
3. Advertising does not create enough Brand Experience value.
   

WORK
We have an obligation to try to solve these issues. Let's have dialogue and debate, and set an agenda for IDEAlliance and the Industry.

Buffet Lunch

Concurrent Premier Solution Sponsor Presentations
with Dessert & Coffee
Our Premier Sponsors contribute to the success of SPECTRUM. Each year the Premier Sponsors support the SPECTRUM with their expertise to develop the program and sponsorship money to fund the conference and create a fun event. As we have done over the past several years, we provide you an opportunity to spend time with the SPECTRUM Premier Sponsors. IDEAlliance divides the attendees into two groups – See the Blue or Red Dot on the Back of Your Badge – and you take 30 minutes with one sponsor and then move to the next. Please be respectful of the Sponsor’s support for SPECTRUM and attend their presentations. They contribute to making SPECTRUM happen each year.

1. The image quality isn’t good enough;
2. Digital Printing’s too expensive, and our run lengths are too long to be economical on digital presses;
3. The available papers for digital printing are way too limited; and
4. We don’t have the sophisticated data to leverage variable data printing, which is digital printing’s real value.

Today’s vanguard digital presses, and the professionals who know how to apply them to generate business results, are busting urban myths about digital color printing every day. So, set aside your preconceptions and join Xerox’s Bob Wagner as he debunks the urban legends of digital printing and reveals why The New Business of Printing is more targeted, more relevant and, in short, much more effective. Thought provoking, real-world digital printing examples will be showcased and discussed, including the use of digital papers and specialty media, that demonstrate the power and potential of full color short-run and variable data digital production publishing. A variety of creative and compelling, results-generating 1-to-1 marketing campaigns also will be highlighted, including a discussion of the relatively simple data that were utilized to garner up to double-digit response rates.

Bonus: Attend this Spectrum Premier Sponsor Presentation and receive a complimentary copy of Bob’s popular primer that debunks digital printing urban legends. You’ll also have a chance to win an Adobe Creative Suite 3 package.

FUJIFILM - Blue

Title: Taskero Universe

Presenters:
Andy Traenkner, Print Excellence Solutions Advisor, Fujifilm Graphic Systems USA
Possibly another presenter – Followup with Larry Warter

Abstract:
Taskero Universe gives printers and their customers a verifiable real-time assessment of how their printing meets any standard of excellence. The video shows how this can radically change the printing industry. Major customers will discuss how Taskero is changing their process.

Refreshment

Personality in Your Workflow
Tom Carroll, Group Executive Vice President of Human Resources,
Global Print Solutions, RR Donnelley

Do any of these statements sound familiar?

• I swear, sometimes she just speaks without thinking
• How can you seem so calm when the deadline is tomorrow? I'd be freaking out.
• He's really analytic but seems to lack all common sense.
• You know sometimes certain people just drive you crazy? And yet oddly enough, you never have that effect on anyone. Why is this?
• Remember when the cute things someone did were funny? And now, you just can't seem to find the humor in them any more.

Building on his presentation in 2006, Tom Carroll will lead this session, where we will:

• Explore our own natural tendencies and how they manifest at work and in our lives.
• Discuss the traits that make us strong in our roles and the ones that cause us to fall on our face.
• Explore paths that teams head down as they work together, some common pitfalls to avoid, and the critical role of team leader.

Exploration of personality styles and team development blended with actual problem-solving will create dynamics typically found in your work environment, but with non-threatening environment Tom provides an opportunity to discuss what's really happening and to reach potential solutions for great effectiveness in your job. For any of you who joined Tom's Changing Workforce Demographics in 2006, you know that he delivers useful information in an entertaining way. This is a session you won't want to miss!

Concurrent Premier Sponsor Presentations with Pretzel Bar and Assorted Sodas & Bottled Water
Our Premier Sponsors contribute to the success of SPECTRUM. Each year the Premier Sponsors support the SPECTRUM with their expertise to develop the program and sponsorship money to fund the conference and create a fun event. As we have done over the past several years, we provide you an opportunity to spend time with the SPECTRUM Premier Sponsors. IDEAlliance divides the attendees into two groups – See the Blue or Red Dot on the Back of Your Badge – and you take 30 minutes with one sponsor and then move to the next. Please be respectful of the Sponsor’s support for SPECTRUM and attend their presentations. They contribute to making SPECTRUM happen each year.

KODAK - Red

Title: Ambassadors of Print

Presenter: Jennifer Bergin, Creative Segment Manager, Kodak Graphic Communications Group, Nick Patrissi, Sr. Marketing Manager, KGCG

Abstract: Please join Kodak for an engaging introspective look at our new Print Ambassador’s Campaign of how Kodak is driving the use of Print. We will also share our company vision and developments and how we are meeting current and evolving industry and customer needs. The Graphic Communications Industry is changing. Kodak is driving innovative solutions for growth of the graphics through innovation and efficiency. We will be celebrating Print & strategic growth with cocktails & refreshments. See you there!

Title: Color Management for Multi-Color

Presenter: Marc Levine, Software Product Manager, X-Rite, Incorporated

Abstract: This workshop will begin with a foundation in today’s color
technology and how to leverage it to drive consistency in your brand’s color specifications. You will learn about the connection of the brand owner to the press through communicating color, no matter where it is produced, independent of output system, substrate, inks and other variables. Marc will then lead a demonstration of ICC profile creation for multi-color and color separation for multi-color, including a detailed look at the software, hardware and best-practice techniques.

SPECTRUM Spirit Reception
A SPECTRUM tradition for over 20 years! Meet and greet new and old friends in a relaxed setting. Join in a Mexican Fiesta with food, music, and beverages. And spice it up with your own Maracas! Casual Attire.

Thanks to Our PREMIER SPONSORS!
AdStream
Dalim Software & Blanchard Systems
FujiFilm
Kodak
Xerox
X-Rite

The Real-World: THE SPECTRUM AGENCY
David J. Steinhardt, President & CEO, IDEAlliance

The Real-World hits SPECTRUM 2007. What better ways to gain a perspective on the new dynamics in a global, multi-channel work than to role play a real project! Today we found THE SPECTRUM AGENCY! We will start with a client and throughout the day live, breath, and work the client’s needs. We'll hit the high and low points for the traditional and new media workflows, the new supply chain dynamics, and the demands in a multi- branding and multi-channel world. To help you through the day, there will be session guides to highlight the workflow and key learnings.

The NEW Client Agenda
Presenter: JD Michaels, Vice President & Director of Press, BBDO NY

What is the role of the print department these days? It’s no longer about a print campaign. Hear first hand from JD Michaels what his clients and creatives are asking for, and how he goes about solving some of these very non-traditional requests.

THE SPECTRUM AGENCY Calls in the Experts
Presenter: JD Michaels, Production Director, THE SPECTRUM AGENCY

Let’s pretend we’re a real agency. JD Michaels is going to lead us through the day as we create a case study by moving through a very real project. Let’s brainstorm and call in the experts.

Premedia: Digital Photographer & Premedia Experts
From Image Capture to Working Downstream, what kind of files do we need from the photographer? What about profiles in-camera for multi-applications and providing intelligent media throughout the supply chain to better manage color? What are the key industry specifications for media file formats? What's new on the horizon? What are the proven business applications and techniques for archiving?

Panelists:

• Stephen Hart, Director of Publishing Technology, Hearst
• Michael Hatley, Director of Print Services, The Richards Group

Print Production: Printers, Premedia & Magazine Experts
What are ad templating and web-to-print solution needed for global client fulfillment and printing? How do we manage these assets and color globally? What are the global publication needs? What about virtual/soft proofing? How do the current color specifications – SWOP and GRACoL – work with G7?

Panelists:

• Joe Duncan, Vice President & Director, Innovation & Technology, Leo Burnett USA, Chicago
• Jim Sewell, Consultant, OPS
• Ron Malloy, Chief Strategy Officer, Design2Launch Inc. (D2L)

Multi-media: Interactive Producer, Interactive Media Buyer & Premedia Experts
What is the language of the interactive producer - file formats, media specifications, etc.? What about video, digital OOH, and text messaging...and more? How is content and media re-purposed? What are metadata strategies to guide re-purposing?

Moderator: TBA

Panelists:

• Jamie Anderson, Vice President, Director of Interactive, Energy
  BBDO, ChicagoJamie Anderson, Vice President, Director of Interactive, Energy BBDO, Chicago
• Michael Guzman, Director of Print and Creative Technologies, DDB
  Worldwide Communications

Industry Supply Chain Collaboration
Moderator: Ann Marie Bushell, Group Executive Vice President, Marketing, RR Donnelley and IDEAlliance Board Chair

Today's Experts from the morning’s sessions – Premedia, Print Production, and Multi-media – are reassembled on stage for a highly-interactive and informative discussion. What’s the key component to the session? YOU – the audience with Feedback, Interaction and Dialogue.

Concurrent Premier Solution Providers Session
With Tortilla Chips and Salsa Bar and assorted sodas and bottled water.
Our Premier Sponsors contribute to the success of SPECTRUM. Each year the Premier Sponsors support the SPECTRUM with their expertise to develop the program and sponsorship money to fund the conference and create a fun event. As we have done over the past several years, we provide you an opportunity to spend time with the SPECTRUM Premier Sponsors. IDEAlliance divides the attendees into two groups – See the Blue or Red Dot on the Back of Your Badge – and you take 30 minutes with one sponsor and then move to the next. Please be respectful of the Sponsor’s support for SPECTRUM and attend their presentations. They contribute to making SPECTRUM happen each year.

ADSTREAM - Red

Title: Adstream and its global role within the smart business practice of print production environments

Presenter: Michael Parmenter, Sr. Vice President, Sales & Marketing,
Adstream America

Abstract: Now, moreso than ever, demand for immediate access to global audiences is as much a necessary consideration in securing business as the local market. However, creative and brand agencies need assurances of access, security and business automation. Can your business afford to be blinkered by outdated and locally restricted processes when a cost- effectively automated process can provide an immediate reach both locally and globally whilst securing time, costs and operational efficiencies in your print workflows?

DALIM & BLANCHARD SYSTEMS – Blue

Title: Improving Customer Relations with Remote Workflows

Presenter: Gary Dolgins, Director, Sales and Marketing, Blanchard
Systems, Inc.

Abstract: The internet is well established and for the most part a given as a means to communicate and create community. The Internet has matured into Web 2.0 applications. Many printers have adopted the web as away to promote their business and accept orders. A few printers have used the web and remote workflows to improve customer relations, communications and the way they do business with their customers no matter where they are located. Dalim Software and Blanchard Systems have provided the underlying technology to allow these printers to provide these advanced
services. You will hear how these Dalim Software Users have improved customer relations and simplified the communications process.

Reception
Join us for a Luau with roasted vegetables, chicken skewers, carve-to-order Jack Daniel’s ham, and vegetable eggrolls. And of course step up to the bar for a drink with our Bartenders-Mixers – Ken Lantz, DraftFCB, Diane Pesce, Conde Nast Publications, and Gina Sigmon, Quebecor World. Casual Attire.

Registration
Continental Breakfast

As a Product Manager for Adobe Creative Suite, Lonn Lorenz is focused on PDF workflow across the product line. Currently, his focus is primarily on Adobe Acrobat 8 Professional and Adobe InDesign. Lorenz influences features across the products around graphics, print, transparency, PDF, JDF, and related technologies. Lorenz brought his print experience to work for Adobe in 1999. Before moving into his current role, he was a technical marketing manager responsible for creating product documentation and resources for print service providers and Adobe’s print OEM partners. Prior to his time at Adobe, Lorenz spent five years at printing company George Lithograph where he was responsible for document workflow consulting and prepress. In addition to his work at George Lithograph, Lorenz has spent 10 years in print, publishing, design firms, magazines, and his own design/printing company.

Paper: All You Need to Know...From Market Outlook to the Future of Predictability in Print

Moderator:
Guy Gleysteen, Vice President of Paper & Digital Development, Time Inc.

Panelists:

• Jerry Faust, Vice President – Print & Quality, Time Inc.
• John Maine, Vice President, RISI
• Phil Riebel, Director, Environmental Affairs – North America, UPM-
  Kymmene Inc.
• Trish Wales, Associate, IDEAlliance with Print Predictability Paper
  Task Force

There's a lot going on in the paper market these days as products change, mills close and new proofing standards come on line to help predict the output of print. This Panel features experts who will focus on 4 key topics:

1. THE PAPER MARKET TODAY: What are the trends affecting paper demand, what's behind the recent mill closures, and why are private equity companies interested in the paper industry? These key questions and more will be answered in the market update segment.
   
   
2. INSIGHT ON THE ENVIRONMENT: How should graphic communications industry think about the environmental impact of paper and what are the key issues today that paper companies, publishers, advertisers, and advertising agencies need to understand? This segment is designed to provide an understanding of key environmental issues and what can be done to address them.
   
   
3. PAPER AS A PRODUCT: What's going on in paper-use trends and, with all the changes in postal regulations, what are the likely trends in the future? This segment will address paper product trends, what's been happening to product attributes, and will provide some insight into some recent consumer research that was conducted on reader preferences about paper products.
   
   
4. PRINT PREDICTABILITY: IDEAlliance a year ago launched the Print Predictability Paper Task Force to look at paper attributes and print predictability from the buyer point-of-view. This segment on the activities and accomplishments of the Task Force.

Adjournment