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Agenda

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


Tuesday, October 15


12:00 p.m. – 1:30 p.m.

Check in and Lunch

For Leadership Forum Participants


1:30 p.m. – 6:00 p.m.

Leadership Forum (4A's Members Only)

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


6:30 p.m. – 8:30 p.m.

Welcome Reception and Jay Chiat Awards Presentation


Wednesday, October 16


8:00 a.m. – 9:00 a.m.

Breakfast and Registration


9:00 a.m.– 9:20 a.m.

Opening Remarks

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Marla Kaplowitz
President & CEO, 4A’s


9:20 a.m. – 9:50 a.m.

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


9:50 a.m. – 10:20 a.m.

Mainstage Presentation

Preparing for Unintended Consequences in a Connected, Empowered Culture

Let's say you have two balconies. It's a luxury, but you have a problem... a pigeon problem. Google says the best strategy is to add metal or plastic spikes to drive pigeons away, so you add them to one balcony as a trial. Now you have even MORE pigeon poop than you did before, and your neighbors have posted pictures of your balcony all over social media with the #1 trending hashtag #WorstNeighborEver. In this talk, Mona will look back at strategies that didn't work out as one might expect, and in many cases, led to the exact opposite intention. In a social media connected culture where a consumer can "cancel" a brand with the click of a "send" button, Mona will also make a case for how to avoid some of these unintended consequences of strategies through a spin on traditional research that will lead you to better pinpoint problems before they happen.

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Mona Patel
CEO, Motivate Design


10:20 a.m. – 10:35 a.m.

Mainstage Presentation

Jay Chiat Award–Winning Case Study


10:35 a.m. – 11:00 a.m.

Break


11:00 a.m. – 12:30 p.m.

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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 that dazzle, 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 this session, Ed Cotton will share examples of brilliant ideas not only 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

Planning in the Age of Voice 

The world of advertising and brand building is ever-evolving. Successful brands are those that 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 inquiries will originate by voice, making voice technology one of the most important marketing tools any brand can have in their back pockets. 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


WORKSHOP

Small Agency Planner Parley, a.k.a. Inspiration from the Edge

It’s back! After a sell-out first session in 2018, the bimonthly parleys have grown over the past year as active forums for planner peers who live the challenges but will not be 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, SundanceTV HQ, 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


WORKSHOP 

Building Stronger Personas To Win Your Next Big Pitch

Join Resonate's CMO Ericka McCoy in an interactive personas-development session using Resonate's proprietary consumer insights platform, which combines continuous research from the largest national consumer survey with online behavior and contextual research, enriched by AI-driven predictive modeling to give you the deepest consumer data possible so that you can connect with consumers on a human level. Also hear from Grey's Chief Strategy Officer Jonathan Lee as he describes how Grey leverages dynamic, human-oriented data to build more robust personas and drive strategic, innovative, high-performing campaigns that thrill existing clients and help them win new business. Then break out into small groups to test out how you can better leverage consumer data to create the next big idea and build out audiences that will win your next big client pitch.

This workshop is limited to 20 participants.


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Ericka McCoy
CMO, Resonate

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Jonathan Lee
Chief Strategy Officer, Grey NY


12:30 p.m. – 1:30 p.m.

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

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Nader Ali-Hassan
Exec Dir Social Marketing, Comcast

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Amy Stepanian
Marketing Director, Dove and Dove Men+Care U.S.


1:30 p.m. – 3:00 p.m.

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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 brands 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


WORKSHOP

The Customer is Always Right: How SMBs Can Compete with Big Business by Adapting to the Needs of the Consumer

How does a small brand compete with marketing budgets of enterprise companies? The answer is easy—listen to the consumer. Step two? Use what you’ve learned to quickly assess what’s working—and what’s not—to make data-driven decisions that give the customer what they want, where they want to see it. Sana Ansari, who heads 3Q Accelerate, the SMB division of 3Q Digital (the world’s largest independent digital agency), will discuss the unique challenges and opportunities of working with small budgets: yes, there is less spending money, but these brands also have more freedom to pivot and change gears to meet the customers where they are. She can also share case studies (including TinyPulse, WowWee, Guidebook, Scorebig, Illy Cafe, and Scribd) that highlight how each company used customer-centric data to build their brands, based around what the consumer asked for.

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Sana Ansari
General Manager 3Q Accelerate, 3Q Digital


WORKSHOP

Succeeding in the New Amazon Economy

Amazon is no longer just an online retail marketplace. It is also a formidable marketing platform and an ever-expanding array of properties, content, experiences and innovations that are becoming embedded across modern culture and society. However, many marketers are late to the party, scrambling to create sustainable long-term strategies for success. The challenge is that Amazon is highly complex, proving difficult for CMOs and agencies to navigate.

Join Mark Power, Founder and CEO of Podean, an Amazon-centric advertising agency, and co-author of the new book Amazon for CMOs, as he breaks down how Amazon is changing how brands sell products to customers and how you can leverage Amazon's evolution into a full funnel closed loop marketing platform.

What participants will learn:

  • How big the Amazon opportunity is for brands and marketers, beyond its online marketplace

  • How leading corporations and startups alike are leveraging Amazon not only as a distribution channel, but as a marketing channel

  • What Amazon’s leadership principles and decision-making frameworks can tell us about their future strategies and how brands can succeed on Amazon by adopting these

  • How CMOs are making Amazon strategy decisions based on data

  • How organizations need to evolve internally from both structural and cultural perspectives to be able to succeed on Amazon

  • How the only failing Amazon strategy is to NOT have a strategy

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Mark Power
Founder & CEO, Podean, and Co-Author of Amazon for CMOs


Break

3:00 p.m. – 3:30 p.m.


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.

3:30 p.m. – 4:05 p.m.

 

Cari Jacobs
CMO, Unison


4:05 p.m. – 4:20 p.m.

Mainstage Presentation

Jay Chiat Award–Winning Case Study


4:20 p.m. – 4:50 p.m.

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 other brands about the state of play today and the core ideas all brands can learn from the disruptors.

Jesse Derris
Founder and CEO, Derris


4:50 p.m. – 5:05 p.m.

Mainstage Presentation

Jay Chiat Award–Winning Case Study


5:05 p.m. – 5:35 p.m.

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. By 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


5:35 p.m. – 5:45 p.m.

Mainstage Presentation

Day 1 Wrap-Up


Reception

5:45 p.m. – 7:30 p.m.


Thursday, October 17


8:00 a.m. – 9:00 a.m.

Breakfast and Registration


9:00 a.m. – 9:15 a.m.

Welcome Back


9:15 a.m. – 9:45 a.m.

Mainstage Presentation

Marketing to the Globally Conscious, Highly Connected Content Consumer

We live in a time of global connectedness, where the pressures on brands and media companies to maintain trust have never been greater. New consumer expectations have completely changed the media landscape and transformed how content is consumed and shared. How can brands build communities and target audiences at scale while still maintaining the intimacy and immediacy that the globally conscious, highly connected consumer now expects? In this conversation, Linda Yaccarino will share how NBCUniversal has transformed its model, how they work with DTC brands, and how your agency can transform its strategy to meet these new consumer expectations.

Linda Yaccarino
Chairman, Advertising & Partnerships, NBCUniversal 


Mainstage Presentation

Jay Chiat Award–Winning Case Study

9:45 a.m. – 10:00 a.m.


10:00 a.m. – 10:30 a.m.

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


10:30 a.m. – 11:00 a.m.

Break


11:00 a.m. – 12:30 p.m.

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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 10 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

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:

  • Learn the four 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


Lunch/Lunch & Learn

Lunch & Learn: Rise of the D2C Disruptors 

In this session, Pathmatics Sr. Director of Professional Services Ian Simpson 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.

12:30 p.m. – 1:30 p.m.

 
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Ian Simpson
Sr. Director of Professional Services, Pathmatics


1:30 p.m. – 2:00 p.m.

Mainstage Presentation

Create Like a YouTube Star: Developing Lasting Relationships through Content

Google’s Johannes Helms, Creative Effectiveness Lead, will sit down with YouTube creator Ingrid Nilsen to share what agencies can learn from top creators about developing lasting relationships with consumers through content. From sharing personal makeup and skincare tutorials to her powerful decision to come out in a YouTube video to interviewing President Obama, Ingrid has cultivated an engaged and loyal following of nearly 4 million subscribers, making her one of YouTube’s top creators for the last ten years. The discussion will include how the YouTube star creates content that evolves with her values and the broader culture, how she influences purchases, and how people engage with online video at different stages of the consumer journey.

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Johannes Helms
Creative Effectiveness Lead, Google

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Ingrid Nilsen
YouTube Creator


2:00 p.m. – 2:30 p.m.

Mainstage Presentation 

Winning in the Age of Experience

In the age of experience, how does the strategist’s toolkit need to evolve to drive the experience design creative process? The Chief Experience Officer of VMLY&R EMEA and the Chief Strategy Officer of VMLY&R New York bring together the insights of a CXO and a CSO and share a new strategy ethos and set of practical tools rooted in behavioral science, data science, design thinking and human-centered design to equip you with the perspective to win in the age of experience.

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Karen Boswell
Chief Experience Officer, VMLY&R EMEA

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Tomas Gonsorcik
Chief Strategy Officer, VMLY&R New York


2:30 p.m. – 2:45 p.m.

Mainstage Presentation

Jay Chiat Award–Winning Case Study


2:45 p.m. – 3:15 p.m.

Mainstage Presentation

Coming Soon


3:15 p.m. – 3:45 p.m.

Break


3:45 p.m. – 4:00 p.m.

Mainstage Presentation

Jay Chiat Award–Winning Case Study


4:00 p.m. – 4:30 p.m.

Mainstage Presentation

Coming Soon


Mainstage Presentation

Jay Chiat Grand Prix Award and Agency of the Year Presentation

4:30 p.m. – 4:45 p.m.


Mainstage Presentation

Closing Remarks

4:45 p.m. – 5:00 p.m.