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
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.
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
11:00AM – 12:30PM
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.
claiming cultural capital: turning trends into earned brand opportunities
In a world of rapidly dissolving trust and hyper-fragmented attention spans, brands are fighting harder than ever to earn consumer attention. To remain perpetually relevant, brands must learn the science (and art) of identifying current and emerging trends to tell their brand stories in new and compelling ways.
That said, there is an inherent danger in brands trying to hop on the back of “trends” to make themselves relevant. Trends are difficult to identify with an appropriate degree of certainty. And even if you correctly identify and diagnose the viability of a genuine trend, it can come across as inappropriate, insincere, “off-strategy”, cloying, and short-sighted if executed poorly.
At Edelman, we have developed a proprietary methodology by which we gather rising industry, consumer, business, and cultural trends; examine their “heat” (resonance with the consumer) and “potential” (fit for the brand); and work with clients to identify and prioritize the highest opportunity areas for brand action. At Edelman we call it Trend Analysis & Brand Opportunity Assessment. It’s our way of evaluating, stress-testing, reality-checking, and prioritizing opportunities for incremental earned opportunities by creating quick-turn brand, strategically sound activations aligned with the highest potential cultural trends.
Human-Centric Ideas That Get People Talking
Want to spark a conversation? Ignite a revolution? Launch the next big thing? Change the world? First, you need to understand human centricity.
Our belief? Human-centric ideas earn attention.
In this session, we’ll share the framework, principles, and creative approach to problem solving used by Twitter’s Brand Strategy team to advise the world’s top marketers and agencies for capturing the attention of the most valuable audiences when they’re most receptive.
Tom Chirico, Twitter Brand Strategy, Twitter
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
Additional workshops to be added. Check back regularly for updates.
12:30PM – 1:30PM
1:30PM – 3:00PM
Get in on the Ground Floor with Voice Technology (Before It’s Too Late)
The future of advertising will be about the evolving connection between brands and people. Successful brands will be those who make people’s lives better by providing seamless connections to their products and services. By the end of 2019, more than half of all search enquiries will originate by voice, making voice technology the most important marketing tool any brand can have in their back pocket. But understanding the unique role voice should play for your brand and audience requires an in-depth understanding of the space.
Join 360i’s Chief Strategy Officer Raig Adolfo and Account Director Dani Calogera as they detail actionable steps marketers can take to get involved in the voice space and incorporate this valuable technology into their marketing mix, before it’s too late.
Creative brainstorming techniques from the UCB Writer's Room
The Upright Citizens Brigade Theater puts on live imrpov and sketch shows every night of the week. In this interactive session you'll learn the creative teamwork skills that help them generate new content under pressure and learn how it can translate to making your brainstorming, ideation and collaborations better. No previous experience necessary!
Chelsea Clarke, Director of Corporate Learning, UCB Industries
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 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, Ambassador of Fun & Co-Founder, The Story Whisperers
Additional workshops to be added. Check back regularly for updates.
3:00PM – 3:30PM
3:30PM – 3:45PM
Jay Chiat Award Case Study
3:45PM – 4:15PM
Why I Love And Need My Agency Partners
How is marketing changing and what valuable role will agencies play in the future? Drawing upon her experience working in leadership roles on both the agency and client side, hear from Claudine Cheever on lessons learned about what makes these relationships and their outputs work well, or not. What are some of the unique ways Amazon is working with its agency partners today and what will they and other marketers need from their agencies and planners in the future.
Claudine Cheever, Global GM of Marketing and Advertising, Amazon