1:45 - 3:15
ADVANCING BRANDS + HUMANITY WITH DATA INNOVATION
NELSON FREITAS, CHIEF STRATEGY OFFICER – NORTH AMERICA, WUNDERMAN
Data has changed the brand and marketing landscape. As such, when data is combined with a continuous stream of new and emerging technology the brand-consumer relationship will change. Our clients – from CEO to CMO to CIO and everyone else – expect their agency partners to understand these shifts by being both data fluent and human centric.
Our challenge is how we whole-heartedly embrace data; strategically using it and not viewing it at odds with what we love most about our industry -- creativity, innovation, the free flowing of ideas, the importance of intuition and building brands by leaning into emerging culture, which is often hard to understand and quantify.
In this session, we will learn how to embrace data by taking a multi-faceted, more human and creative approach to data:
- First, let’s move beyond the jargon. What is data? Why does it matter? How do you use it?
- How do you use data to make brand solutions indispensable and integral to people’s lives?
- How to use data to remove the “mass” from marketing and capitalize on individualization and responsiveness to make brands feel “one of a kind”?
- How to build brand narratives that not only inspire clients but are indisputable?
Brand Building Through Brand Assets
Emily Jelsomeno, VP, Director Strategic Planning, FCB Chicago
In an increasingly cluttered media landscape the chances that people know your brand’s purpose, value proposition or even tagline are low to zero. In this session you learn why your brand assets, your logos, colors, mascots, sounds and advertising styles, are increasingly critical in brand building, how to conduct a competitive brand asset audit, and how to use these findings in effectively building your brand.
DON’T BE SO SMART: BE THE PLANNER YOUR CLIENTS NEED
If I Knew Then What I Know Now
MICHAEL FANUELE, CEO/FOUNDER, TALK LIKE MUSIC
As a planner, I love planning, but as a client, I was shocked that so many "strategic set-ups" seemed to suck the life out of presentations, generating criteria and check-lists that then became weapons anxious marketers would wield against fresh creative ideas.
This session will teach us how to avoid “The Strategy Trap” — the kind of well-meaning, deeply-intelligent planning that actually gums up the works.
Instead, we’ll explore "The Inspiration Imperative” and practice some of the techniques that move clients the only way any of we odd, irrational ducks are ever moved: emotionally.
We’ll plumb the latest neuroscience, workshop some real-life travails, and share some insider client gossip all in the effort of making us the kind of heart-first planners that get the big jobs done.
Ultimately, I hope this workshop will offer very practical advice for the many tasks we have, from writing those tricky “perspectives” demanded by RFPs to nailing each meeting of a pitch and shifting our clients’ small strategies to selling our team’s most ambitious work.
Anthropology Reinvented: Using Culture to Create Powerful BrandS
Patricia Sunderland, Founder, Cultural Research & Analysis, and anthropologist
Anthropology and ethnography built “A Kellogg Kind of Morning” in the late ‘60s. Even today in the era of big data and behavioral psychology, anthropology continues to deliver campaigns such as, Dove “Real Beauty” and Clorox Clean and Healthy Home that resonate with culture to build powerful brands.
In this workshop Patti Sunderland, anthropologist and founder of Cultural Research & Analysis, will share why anthropological cultural analysis is so often the secret ingredient of great brands and great work, and help you learn how to apply the cultural perspective. In this workshop you will learn:
- Frameworks for doing cultural analysis
- Cultural branding techniques that produce iconic brands
- The alchemy and magic of culture creation
The Evolution of Defining Taste and What it Means for Brands
Yolanda Lam, Head of Agency Partnerships, Pinterest
Justine Bloome, Chief Strategy Officer, VaynerMedia
The notion of taste has come a long way. Not too long ago, magazine editors played a dominant role in shaping what was or was not tasteful. Trends were broad and widespread. Good and bad taste was defined by mass media. Fast forward to today. Taste has become much more personalized. People are now their own magazine editors. Technology has enabled them to discover, curate and do what they love. It's no longer about one massive trend but about hundreds of trends and influences that help shape what people want.
With its ever-growing collection of human-curated ideas, Pinterest brings a unique perspective on how taste is evolving. In this workshop, you'll get an inside look at how people are designing aspects of their lives — from the big moments to the everyday.
- Learn about people through the visual ideas they discover, evaluate and do
- Understand how reaching people in a planning mindset, early in their consumer journey, is valuable to marketers
- Get helpful tips on the best ways to use insights to engage with people in meaningful ways along the consumer journey.