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Agenda

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


Tuesday, October 15


12:00PM – 1:30PM

Check in & Lunch

For Leadership Forum Participants


1:30PM – 6:00PM

Leadership Forum (4A's Members Only)

Must be pre-registered. Participation is available to department heads and heads of planning at any agency.


6:30PM – 8:30PM

Welcome Reception & Jay Chiat Awards Presentation


Wednesday, October 16


8:00AM – 9:00AM

Breakfast and Registration


9:00AM– 9:20AM

Opening Remarks

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Marla Kaplowitz
President & CEO 4A’s


9:20AM – 9:50AM

Mainstage Presentation

Welcome to the Era of the Empowered Citizen

As we enter the Dawn of the Third Connected Era with the fusion of AI, IoT, and voice, the relationship between brands and consumers has reached a tipping point. Marketers have been forced to adapt to the rapid transformation of the consumer experience. In this new ecosystem where consumers recognize their own influence and the value of their data, how could the dynamics of the relationship between brand and consumer continue to evolve? Renowned marketing leader Rishad Tobaccowala will present his thoughts on how strategists need to reframe their thinking in the age of the highly connected and empowered consumer.

Rishad Tobaccowala
Chief Growth Officer, Publicis Groupe


9:50AM – 10:20AM

Mainstage Presentation

Hive Mind: Swarm AI

Louis Rosenberg
CEO & Chief Scientist, Unanimous AI


10:35AM – 11:00AM

Break


11:00AM – 12:30PM

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CHOICE WORKSHOPS

WORKSHOP

The Brilliant Idea Workshop

We all come into the advertising business wanting to do great work. Sometimes it happens, sometimes it doesn’t. There are a ton of reasons why things do not turn out the way you wanted them to, but this workshop is not focused on the negative. Instead, this workshop is about Brilliant Ideas-- the ones the dazzle, that illuminate and surprise. The ones that change how we think, what we do, and how we behave. If we better understand these efforts of brilliance, then perhaps we will be better equipped to help inspire their creation at our places of work. In the session, Ed will share not only what he thinks are some examples of Brilliant Ideas, not just from the world of advertising, but also from design and culture, and importantly, he will share the tools and the frameworks required to both analyze and generate those ideas. 

The workshop is limited to 20 participants. Participants should bring one Brilliant Idea to the session and be prepared to explain why they believe it is brilliant.

Ed Cotton
Strategy Consultant


WORKSHOP

Insights that Elevate: Empathy and Ethics

Is audience empathy enough to make our insights actionable? Meeting customers where they are is important, but in many cases, staying there misses an opportunity. Rather than simply bonding with our audiences in their state of fear or need, our work can bring out their strength, joy and curiosity. In this workshop, we will practice reframing insights in a way that elevates our audiences from their pain point to their empowerment. Learn to map mind states and generate strategies that reach, bond with and strengthen the parts of our audiences that we intend to call forward. Learn the 4 points of distortion in communication:

  • Practice reframing insights to elevate strategic goals 

  • Examine and map interior mind states, yours and others' 

  • Experience giving and receiving strengthening reflections

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Karen Faith
Director of Strategy and Training, Sub Rosa


WORKSHOP

Small Agency Planner Parley, A.K.A. Inspiration from the Edge

It’s back! After a sell-out first session in 2018, over the past year the bi-monthly parleys have grown as active forums for planner peers who live the challenges but will not bound by the limitations of small agencies.

Come join a vibrant workshop, where we collectively share, learn and together, create new and better ways for strategies that matter, new ideas and new friends. Topics are selected by the participants, so this really is all about you! Power to the planner!

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John Roberts
Chief Strategy Officer/Founder, Truth Collective


WORKSHOP

Getting Instagrammable: Making Memorable, Share-Worthy Experiences

From ball pits to wall murals, consumer-generated content has set new expectations for brands to be instagrammable. Marketers are also tasked with building immersive experiences that meet the consumer demand for a no-line commerce experience. In this new advertising landscape, interactivity is the name of the game, and activations that thrill and engage the consumer can give brands an opportunity to interact with their consumers and get their messages in front of an even larger audience. In this workshop, the experiential experts behind Airbnb Open, Airbnb Haus @ Sundance Film Festival and On The Run with eBay Motors, will give you a look behind the curtain at the strategies that build a swoon-worthy, social-trending experiential event.

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Shannon Jones
Co-Founder, Verb

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Yadira Harrison
Co-Founder, Verb


12:30PM – 1:30PM

Lunch/ Lunch & Learn

Lunch & Learn: Inside the Zeitgeist: Conversations Shaping Culture

Consumers today expect brands to be connected to culture. In fact, 23% of a consumer’s purchase decision is based on how culturally relevant the brand is. But “culture” is a big word and can mean many things. How are brands supposed to zero in on the aspects of culture that are front-of-mind for their customers? Hundreds of millions of conversations happen on Twitter every day, conversations led by influential people who drive culture forward and shape the Zeitgeist. By taking a closer look at what these people are talking about, we can see what really matters to consumers, which leads to more relevant campaigns, richer creative and more effective marketing.

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Elizabeth Mansfield
Influence & Insights Global Business Marketing Lead, Twitter

Meghann Elrhoul
Head of Global Agency Research, Twitter


1:30PM – 3:00PM

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CHOICE WORKSHOPS

WORKSHOP

The Humble Brand: How to Become a Front-Running Brand in the Age of Action

For decades brands have been built to be aspirational — to signal a life and promise greater than any one consumer could achieve. American Express and its exclusive membership, Nike and its superior performance, Apple and its creative spirit. Brands were icons. And it was enough to portray a dream.

But today brands are called on for more than just a dream. Consumers are now their own unexpected heroes and look to brands for a new utilitarianism. Now brands must humble themselves to serve a meaningful purpose and provide real utility to the dreams that consumers create themselves.

In this workshop, Chris Konya, Principal and MD at Sylvain Labs will discuss and share a new brand archetype and actionable techniques toward modern brand design in our age of action.

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Chris Konya
Principal & Managing Director, Sylvain Labs


WORKSHOP

Mindsets over Matter: Evolving Personas for Inclusivity and Reduced Bias in the Brief

At a time when KPIs, datasets and programmatic analytics drive marketing budgets, it can feel impossible to consider tossing demographics out the window. Nonetheless, audiences are craving authenticity from brands. And they are quick to alienate by the use of overly clean narratives influenced by simple demographics. People are complex, and it’s time for brands to catch up to that fact. In this conversation, we’ll explore alternate persona-building methodology that focuses on mindsets, need states and archetypes in an effort to reduce bias and create more inclusive and multi-dimensional audience descriptions that inform the creative briefing process. The format will be part case study presentation, part workshop, and part open conversation with a goal of evolving our thinking, uncovering our own biases, and creating an open source environment in which we can all learn from each other. The future is inclusion, let’s start now.

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Hunter Sunrise
Director, Business Strategy, McGarrah Jessee


Break

3:00PM – 3:30PM


Mainstage Presentation

The Sharing Economy: Reinventing the American Dream

With millennials struggling to pull together the down payment to purchase a home, the mortgage industry was due for disruption. Cari Jacobs, a former agency planner for many leading brands including Toyota, Procter & Gamble, Intuit, General Mills, Levi’s, and Coca-Cola will share how she embarked on a marketing strategy as the CMO of Unison, a company that is reinventing the mortgage industry for the sharing economy, seeing a 370% YoY revenue growth in 2018.

3:30PM – 4:05PM

 

Cari Jacobs
CMO, Unison


4:05PM – 4:20PM

Mainstage Presentation

Jay Chiat Award Winning Case Study


4:20PM – 4:50PM

Mainstage Presentation

Why DTC Doesn't Exist But Keeps Ruining Your Day

A conversation with the strategist who helped launch and scale Warby Parker, Harry's, Everlane, Glossier and others about the state of play today and the core ideas all brands can learn from the disruptors.

Jesse Derris
Co-Founder and CEO, Derris


4:50PM – 5:05PM

Mainstage Presentation

Jay Chiat Award Winning Case Study


5:05PM – 5:35PM

Mainstage Presentation

Awaken to the Future Consumer: Diverse, Unapologetic & Connected 

The American landscape is swiftly evolving. As a new America emerges, culture and identity will play an increasingly large role in the marketplace. Consumers are requiring that brands earn a space in their lives, and to do so a marketer must be intentional and culturally relevant. A new cultural imperative requires a new marketing imperative, to not only grow business but to sustain business. What is cultural relevance? How do brands lean into it? Well, the conscious consumer expects brands to know and get it right. Those that play it safe lose relevance and those that get it wrong can face backlash and negative sentiment. Leading with insights and authenticity it’s possible for brands to be successful. But first marketers need to truly understand who their future consumers are and what drives them.

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LaToya Christian
Managing Partner, Cultural Strategy & Analytics, GroupM


5:35PM – 5:45PM

Mainstage Presentation

Day # 1 Wrap Up


Reception

5:45PM – 7:30PM


Thursday, October 17


8:00AM – 9:00AM

Breakfast and Registration


9:00AM – 9:15AM

Welcome Back


9:15AM – 9:45AM

Mainstage Presentation

A Conversation with Linda Yaccarino

A conversation with NBCUniversal’s Linda Yaccarino about the changing landscape of media.

Linda Yaccarino
Chairman, Advertising & Partnerships, NBCUniversal 


Mainstage Presentation

Jay Chiat Award Winning Case Study

9:45AM – 10:00AM


10:00AM – 10:30AM

Mainstage Presentation

Game Design and the Future of Advertising

With the rapid advancement of technologies, the lines between the physical and digital worlds have blurred. The marketer is now tasked with building immersive, connected brand experiences-- in short, to design worlds. That’s something game designers have long done with massive commercial success-- imagining experiences, encounters, emotions, progress, and rewards. Critical Mass Strategy Director Mark Mulvey will discuss the psychology of play and how world-building techniques in the gaming industry can be applied in the advertising industry.

 
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Mark Mulvey
Strategy Director, Critical Mass


10:30AM – 11:00AM

Break


11:00AM – 12:30PM

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CHOICE WORKSHOPS

WORKSHOP

Adapting Strategy in an Increasingly DTC World

Every industry and brand should be ready for disruption, especially from direct-to-consumer businesses. The influx of successful DTC start-ups over the last ten years is just the beginning. Strategists are increasingly called upon to help guide CMOs and take on the role of business consultant as they consider the DTC landscape. With relevant experience from partnerships with Target and Invisalign, Katie Anderson can share insights on how to stay agile and adapt your strategy in an increasingly DTC world so you can be more iterative and innovative.

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Katie Anderson
Executive Director of Insight, Colle McVoy

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Casie Cook
Insight Director, Colle McVoy


WORKSHOP

Planning in the Age of Voice 

The advertising and brand building is ever-evolving. Successful brands are those who make people’s lives better by offering value or seamless connections to their products and services. By the end of this year, more than half of all search enquiries will originate by voice, making voice technology one of 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 his team 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.

Raig Adolfo
Chief Strategy Officer, 360i


Lunch & Learn: Rise of the D2C Disruptors 

In this session Pathmatics CMO William Merchan will take a deep dive into the advertising strategies of leading D2C brands, examining how their heavy use of Facebook, Twitter, and YouTube has helped drive rapid growth and challenge the longstanding leaders in their space. Content will explore the digital media mix for leading D2C brands, including a look at spend and impression data and the unique creative and messaging strategies employed by each brand.

12:30PM – 1:30PM

 
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William Merchan
CMO Pathmatics


Mainstage Presentations

1:30PM – 2:30PM


2:30PM – 2:45PM

Jay Chiat Award Winning Case Study


2:45PM – 3:15PM

Mainstage Presentation


3:15PM – 3:45PM

Break


3:45PM – 4:00PM

Jay Chiat Award Winning Case Study


4:00PM – 4:30PM

Mainstage Presentation


Jay Chiat Grand Prix Award and Agency of the Year Presentation

4:30PM – 4:45PM


Closing Remarks

4:45PM – 5:00PM