Agenda - WEdnesday, October 10

Details subject to change. Please check back for updates as speakers & sessions are being added regularly.


8:00AM – 9:00AM
Breakfast and Registration

 

9:00AM – 9:15AM
Welcome

Marla Kaplowitz, President and CEO, 4A's

 

9:15AM – 9:45AM
The Gemini Agenda–A Playbook For THe Future 

Five years ago Faris and Rosie formed the nomadic creative consultancy Genius Steals by dismantling assumptions about what an agency is. Since then, they have worked with companies across disciplines and geographies around the world, giving them unique insight into the trends and forces impacting consumers and brands. The result? The Gemini Agenda and the belief that duality is required for success in today’s landscape and into the future. You'll hear provocations from them on defining a middle way, based on the way they believe agencies should behave in response to client needs, and what they're willing to pay for.

Faris Yakob, Co-Founder, Genius Steals
Rosie Yakob, Co-Founder, Genius Steals

 

9:45AM – 10:30AM
WHAT’S REALLY GOING ON IN PEOPLE’S BRAINS; NEWLY PROVEN STRATEGIES THAT LEVERAGE IT

Every C-Suite, marketer and agency faces a growth imperative: You either grow your brand, or it dies (often along with your career).  Increase your odds of success with strategies newly proven to lift the performance of short term activation efforts while at the same time driving YOY increases in revenue, share, margin and brand strength. These discoveries are the result of a robust meta-analysis of recent longitudinal data and case-based evidence, from credible sources around the world, spanning both B2B and B2C, and many categories of business including CPG, durable goods and health care. Revelations include the ways marketers and agencies are inadvertently thwarting the very growth they’re charged with driving.  And in an increasingly direct-to-consumer world, seven best practices critical to effectiveness.


Marsha Lindsay, Chair + Chief Strategist, Lindsay, Stone & Briggs

 

10:30AM – 11:00AM
Break

 

11:00AM – 12:30PM
CHOICE Workshops

Turning Your Strategy Teams Into Client Business Partners

It’s no secret the strategic role of agencies is under full assault. With the continued shift to project-based work, shrinking budgets and reduced timelines, it is difficult to provide a high level of strategic output. 

Meanwhile, client’s expectations have spiked. They are demanding deeper consumer insights, strategy that cuts across a growing number of channels and more immediate business impact. And whether this comes from an agency, consultancy or in-house – clients will take it.  

As a result, the role of strategic planning has evolved. It is no longer about uncovering “human truths” that can be leveraged to inspire the creative output of the agency. Planning is now accountable to uncover the underlying purchase motivations that will unleash business growth potential for clients. 

In fact, at the core of the new agency model is your ability to turn consumer insight into client business growth.

Based on Mirren’s client-side research with Harvard Business Review, recent industry studies, and experience training several hundred agencies around the world, Brent Hodgins will address the new role of Strategic Planning. More importantly, he’ll challenge you on your definition and application of genuine consumer insight – while providing methods to have you more effectively correlate strategy to client business impact. 

This session will cover several topics:

  • How Shifting Client Accountabilities Are Impacting the Agency Business
  • The New Client Expectations for Agency Strategy
  • The Shift From Communications Impact to Business Impact
  • Leveraging Genuine Consumer Insight to Unlock Client Business Growth

Expect a lively and interactive session, with group discussion and time for Q&A. Leave inspired and equipped to begin evolving your agency’s strategic horsepower.

Brent Hodgins, Managing Director, Mirren

 

Fads Vs. Trends

Lilia Arroyo-Flores, Executive Vice President, Head of Planning & Consumer Insights, Edelman Chicago
Joshua Baze, Senior Vice President, Digital Planning & Strategy, Edelman Chicago

 

BEYOND BORING BRIEFS

Advertising Age reported 81% of surveyed advertisers admitted they are providing unclear briefs. That's a disturbingly high number. So what can agencies and advertisers do to go beyond the briefs that fall short?

At Genius Steals, we work with agencies and brands all over the world – and our broad experience with briefings, templates and processes has led us to rethink the traditional model. Our workshop, designed to help brands and agencies of all kinds (from traditional advertising through media, digital and PR) rethink their briefing process, continues to be one of our most-requested.

In this session, we'll share and interrogate briefs from around the world, discussing both the artifact and the process, and leave you with tools you can take back with you to use at work the next day.

Faris Yakob, Co-Founder, Genius Steals
Rosie Yakob, Co-Founder, Genius Steals


Additional workshops to be added. Check back regularly for updates.

 

12:30PM – 1:30PM
Lunch

 

1:30PM – 3:00PM
Choice Workshops

Storytelling Fun-0-1®

Want to connect with consumers, clients and colleagues more authentically? Communicate and sell ideas in a clear and more impactful way? Deliver a more engaging and memorable presentation?

Tell them your story.

In this fun and interactive workshop, you will learn:

  • The 5 essential elements of every story
  • Practical ways to engage your audience in person and online
  • How to cater your stories to various audiences and connect with them authentically
  • How brands can create a compelling human story that will not only captivate an audience, but drive them to action

Robin Gelfenbien and Michelle Walson (aka The Story Whisperers) will then invite you to help dissect stories, the elements that made them so engaging and how brands can apply these principles to make consumers a part of their story in a very real way.

Robin Gelfenbien, The Story Whisperers
Michelle Walson, The Story Whisperers

 

3:00PM – 3:30PM
Break

 

3:30PM – 3:45PM
Jay Chiat Award Case Study

 

3:45PM – 4:15PM
Why I Love And Need My Agency Partners

Claudine Cheever, Global GM of Marketing and Advertising, Amazon
 

4:15PM – 5:30PM
Programming To Include Jay Chiat Award Case Studies and Keynote Presentations

 

6:00PM – 7:30PM
Reception Sponsored by Google