Agenda - WEdnesday, October 10
Details subject to change. Please check back for updates as speakers & sessions are being added regularly.
8:00 AM – 9:00 AM
Breakfast and Registration
9:00 AM – 9:15 AM
Marla Kaplowitz, President and CEO, 4A's
9:15AM – 9:45AM
Session Title and Description Coming Soon
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
10:30 AM – 11:00 AM
11:00 AM – 12:30 PM
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.
12:30 PM – 1:30 PM
1:30PM – 3:00PM
TBD. Check back regularly for updates.
3:00 PM – 3:30 PM