Béla E. Papp – Publicis Groupe, Microsoft Advertising- Keynote: The Future of Search

About his Keynote “The Future of Search”:

Search is rapidly changing. It will be accessible wherever your are, on all devices (beyond screens), and delivering personalized responses via an ever increasing array of conversational services. This will change our search behavior as consumers, but also as marketers. In this keynote Bela Papp addresses the challenges this brings and how to adapt to be ready for the Future of Search.

Béla E. Papp – Global Agency Director – Publicis Groupe, Microsoft Advertising

Responsible for developing and strengthening the international strategic and commercial ties with the
world-class agencies of Publicis Media. Part of a global team of Microsoft advertising executives and
specialists, we help the media professionals at Performics, Starcom, Mediavest Spark Foundry, Zenith,
Blue 449, Digitas LBi, Publicis Health, Razorfish and other agencies of the Publicis Groupe leverage the
benefits of BING’s fast-expanding search capabilities, enhanced targeting and advanced advertising
product features towards their clients worldwide.

Before that headed Microsoft Advertising’s display business since 2012 in CEE and MEA (scope added
in 2013). Oversaw the expansion of Microsoft’s digital advertising revenues these fast-growth emerging
markets, with a network reaching close to 150 mio Unique Users across the regions.

Prior to the Microsoft role, Bela Papp headed Swiss publishing company Ringier’s business
development activities worldwide, with special emphasis on the company’s new media investments in
Central and Eastern Europe, China and SE Asia, as well as a dynamically growing global apps
development and production business for multi-platform tablets. He started with Ringier in 2003, when
he was appointed to be the CR the company’s Hungarian subsidiary, the country’s largest print and
online media firm with revenues of close to EUR 100 million. Previously, Bela worked for Sanoma
Budapest, where he grew and led the Business Press Division.

From 1996 to 1999 he was Central and East European Marketing Director for ABN AMRO Bank, after
working for close to nine years for The Economist Group in Vienna, Austria, where in the early 1990s he
was the founding Chief Editor of the first pan-regional monthly of its kind, Business Central Europe.

Bela is married, with three daughters.