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Schedule Snapshot
Download the Management Practitioners Forum Schedule (4A's Members Only)
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March 10, 2013 | Management Practitioners Forum
4A's Members-Only | Sponsored by Centro
| 8-8:25 AM | Registration & Breakfast, Sponsored by Centro |
| 8:25-8:30 AM | Welcome 4A's President-CEO Nancy Hill Forum Moderator: Greg Stern, CEO of BSSP |
| 8:30-9:10 AM | Celebrate the Client’s View: How to Get to Great Every year agency talent and star marketers converge in Cannes to soak up the thrilling aura of the world's greatest creative. Both parties leave with a fair dose of creative envy and fully committed to return next year to win big. But what stops them? Eliza Esquivel, VP Global Brand Strategy at Mondelēz International, will offer insights and inspiration on why agencies and clients often lose their way on the road to great creative. As an agency world native now fluent in client speak, Eliza will share burning issues clients face and recommend ways for agencies to use creativity to help address them. Speaker: Eliza Esquivel, VP Global Brand Strategy, Mondelēz |
| 9:10-9:50 AM | kbs+’s Invention Culture In the face of rapid change, invention is quickly replacing innovation as the true benchmark of progress for agencies and clients. Being innovative is not enough. Agencies need to be inventors. For clients. And for ourselves. This is where we believe the world is going, so in the spirit of invention, we're practicing it today. The best agency partners will not just be "Doing things that matter", they will be "Making things that matter". Lori and Ed will talk about building an inventor culture at kbs+ including:
Lori Senecal, Chairman & CEO, kbs+ Ed Brojerdi, President & CCO, kbs+ |
| 9:50-10:30 AM | Celebrate – Creativity and Technological Innovation Technology is evolving at a pace so fast that even those within agencies whose sole job is to stay abreast of the latest and greatest are having a tough time doing so. Many agency creative leaders, whose job now depends on harnessing the power of technology are relying more and more on the expertise of developers, software engineers and tech innovators to ensure the ideas generated work in the hyper connected world. Likewise, technologists need ideas and content to bring their technology aspirations to life. So, while we've been talking about integration and convergence for a while now, it seems that there is still work to be done for true harmony between the two groups. Sir John Hegarty, founder and worldwide creative director of BBH recently said, "Creativity challenges technology and technology inspires creativity". In this session, Brunner's Chief Digital Officer and their Executive Creative Director will openly share their challenges, successes, and set-backs – and most importantly their lessons learned as they continue to champion a fluid creative technology driven approach to our business. Speakers: Rick Gardinier, Chief Digital Officer, Brunner Rob Schapiro, Executive Creative Director, Brunner |
| 10:30-10:45 AM | Break, Sponsored by Centro |
| 10:45-11:25 AM | Barkley’s Business Transformation What do you do when half of your business goes away overnight? Two years ago, Jeff King, CEO of Barkley, received the phone call that agency executives have nightmares about – The new CMO of their largest client was putting the account into review. The client had been with the agency for 17 years and represented roughly 50% of the agency’s total revenue base. Twenty-four months later, Jeff is here to share the untold story about what was happening behind the scenes during the months that followed. He will also share key lessons learned by a management team that has now replaced nearly 100% of the lost revenue, diversified its client base, doubled the agency’s bottom line and has taken employee morale to new heights. Speaker: Jeff King, CEO, Barkley |
| 11:25-12:05 PM | Celebrate – Structuring for Growth Taking your agency to the next level requires focus, a healthy dose of honesty and, most importantly, A PRIORITIZED PLAN…beautifully executed. Most agency leaders face similar questions. Evolving Capabilities: What capabilities do we need to add to grow? Should they be in-house or can they be outsourced? Technology: How do I evolve the agency to meet client expectations without committing to a structure that will become obsolete and/or a financial burden? Talent: How do I motivate my best people to stay as I recruit outside talent to give us the additional perspective we need to change? What do I do when the agency has grown beyond the potential of some of my senior people? How can I use a philosophy on compensation as a retention vehicle? Priorities: As I move to structure the agency for growth, where should I focus our time and resources first, second, third, etc. What is the plan? Speakers: Elizabeth Zea, Partner, JUEL Consulting June Blocklin, Partner, JUEL Consulting |
| 12:05-1:10 PM | Lunch, Sponsored by Centro |
| 1:10-1:50 PM | Celebrate – Pricing Power Pricing principles that capture value and enhance profitability Pricing can no longer be an after-thought, with the pricing strategy and rate structure applied after the service offering is developed. Increasingly, clients want unique pricing structures that include shared accountability – this applies not only to agencies, but is part of a larger trend across many service-business industries. Successfully aligning interests requires integrating the pricing strategy as a core component of the offer – using price to help determine: What is included? How is success defined? How services are delivered. This discussion will take lessons learned from both advertising, and other segments to frame the role of pricing in the sales process. We will also discuss the ways leading-class pricing organizations find success with client procurement teams – who have been very effective at driving down rates. This includes the importance of differentiating cost vs. fees vs. value. Successful alternative fee programs are not positioned as new forms of discounting, but are leveraged as a different way to measure and compensate for value. And, finally, we will discuss the concept of "losing on price." Speaker: Scott Lippstreu, Principal, Deloitte Consulting LLP |
| 1:50 PM-2:30 PM | Ménage à Trois: How Travelocity, McKinney and the Roaming Gnome have Kept PR Magic in Their Marriage It's no secret the Travelocity Roaming Gnome is one of the most talked‐about, beloved and shortest icons in advertising history. But all that warm and fuzzy didn't just happen. Travelocity's Director of Public Relations Joel Frey and his Agency PR Partner from McKinney Janet Northen will give you an insider's view of ten years with the Roaming Gnome and how strategic PR has helped travel enthusiasts all over the world fall in love and stay in love with their favorite garden statue. It's a beautiful story. Speakers: Janet Northen, Partner, Director of Agency Communications, McKinney Joel Frey, PR Director, Travelocity |
| 2:30-2:45 PM | Break, Sponsored by Centro |
| 2:45-3:45 PM | Celebrate — Creativity Three creative directors celebrate the work that they are most proud of and identify a campaign that they admire and wish they had done. Following the three presentations, there will be a discussion on the ECD’s suggestions on what they need from agency management, agency staff and clients in order to produce great work. Speakers: Pablo Buffagni, CCO, Grupo Gallegos Tracy Wong, Chairman ECD, WDCW Mylene Pollack, SVP, CD, Leo Burnett |
| 3:45-4:45 PM | Celebrate — Learning Led by three key Forum participants, there will be an interactive discussion among all attendees of the key takeaways/learnings from the day's session. What best practices have been identified from the various sessions of the Forum? Facilitators: Greg Stern, CEO of BSSP Sharon Napier, CEO of partners + napier Eric Johnson, President, Ignited |
| 4:45-5 PM | Wrap-Up |
| 5 PM | Forum Adjourns |
| 5:30 - 7 PM | Welcome Cocktail Reception, Sponsored by Centro (Open to All Transformation Attendees) |
March 11, 2013 | Morning Leadership Sessions
| 7:30 AM | Registration Re-Opens, Sponsored by TVB |
| 7:30 - 8:30 AM | Breakfast, Sponsored by Clear Channel Media & Entertainment |
| 8:30-8:35 AM | Welcome to New Orleans Mayor Mitchell J. Landrieu, Mayor, City of New Orleans |
| 8:35-8:55 AM |
Conference Opening Remarks |
| 8:55-9:20 AM | Ad Council lauds the positive effect of the community's creative ideas Marc Pritchard, Global Brand Building Officer, Procter & Gamble Peggy Conlon, President & CEO, Ad Council |
| 9:20-9:45 AM | Souped Up Denise Morrison, CEO, Campbell Soup Andrew Robertson, President & CEO, BBDO Worldwide |
| 9:45-10:05 AM | Opines on the Myths and Realities of Digital Marketing Ann Lewnes, CMO of Adobe |
| 10:05-11:05 AM | Presidential election 2012 was all about successful (and unsuccessful) branding. Chris Weil, Chairman & CEO, Momentum Worldwide Mary Matalin, Political Consultant James Carville, Political Consultant |
| 11:05-11:35 AM | Break, Sponsored by comScore |
| 11:35-11:55 PM | McKinsey & Company on The New Economics of Advertising David Edelman, Global co-Leader, Digital Marketing and Sales |
| 11:55-12:15 PM | TRUTH Central, McCann research on attitudes toward advertising... outside and inside our community | Introduced by 4A's President-CEO Nancy Hill Laura Simpson, Global Director McCann Truth Central |
| 12:15-1:30 PM | Lunch Break, Sponsored by Bloomberg |
March 11, 2013 | Afternoon Leadership Sessions
| 1:30-1:50 PM | How a classic brand uses digital platforms to great effect ... like "You Can Still Dunk in the Dark" Bryan Wiener, Chairman & CEO, 360i Lisa Mann, Senior Vice President, Global Gum Category, Mondelēz International |
| 1:50-2:10 PM | The future is not about the containers of the past Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi |
| 2:10-2:35 PM | The Competitive Edge: How the general market changes are transforming practices in the competitive landscape for marketers Sallie Mars, SVP Chief Diversity Officer, McCann Worldgroup Judy Smith, President/CEO, Smith and Company/and Co-Executive Producer (and basis) for the ABC TV show, "Scandal" Lisa Torres, President, ZO Multicultural |
| 2:35-3:05 PM | A panel of three agency Creative Directors show their favorite recent work... that they didn't create Noel Cottrell, Chief Creative Officer, Fitzgerald & Company Tiffany Rolfe, Partner/Chief Content Officer, Co:Collective Rob Schwartz, Global Creative President, TBWA|Worldwide Moderated by: Troy Ruhanen, Chairman & CEO - The Americas, BBDO North America |
| 3:05-3:15 PM | O’Toole Awards for Creative Excellence, the only creative award to honor an agency’s body of work Chuck Porter, Chairman, CP+B Susan Credle, CCO, Leo Burnett Worldwide |
| 3:15-3:45 PM | Break, Sponsored by Deluxe |
| 3:45-4:05 PM | Great Storytelling Advertising Robert Wong, Executive Director of Google Creative Lab |
| 4:05-4:40 PM | Discuss why the value of creative ideas must be proven Susan Credle, CCO, Leo Burnett Worldwide Daren Poole, Global Brand Director, Creative Solutions, Millward Brown Huw Griffiths, Global Chief Performance Officer, Universal McCann Moderated by: Stuart Elliott, Reporter, The New York Times |
| 4:40-5:15 PM | Discussion about how the move toward production and distribution of advertising assets in digital form is transforming the industry.
Moderated by: Jack Myers, Media Economist, Media Advisory Group |
| 5:15 PM | Afternoon Session Ends |
| 5:30 -7:30 PM | Cocktails, Sponsored by Hulu |
| 7:30-9 PM | Dinner, Sponsored by Videology, with celebrity consulting chef Susan Spicer |
| 9-10 PM | Entertainment, Sponsored by AT&T AdWorks & MediaLink LLC |
March 12, 2013 | Morning Media Sessions
| 7:30 AM | Registration Re-Opens, Sponsored by MediaLink LLC |
| 7:30-8:30 AM | Breakfast, Sponsored by STRATA |
| 8:30-8:40 AM | Day Two Opening Remarks Nancy Hill, 4A's President-CEO Bill Koenigsberg, President & CEO, Horizon Media |
| 8:40-9:20 AM | Media Family Heads On The Future of Media Investment Agencies Media Family Heads: Irwin Gotlieb, Chairman, GroupM Global Jack Klues, VivaKi Bill Koenigsberg, President-CEO, Horizon Media Nigel Morris, CEO, Aegis Media Americas & EMEA Matt Seiler, Global CEO, Mediabrands Alan Cohen, CEO, OMD, US Moderated by: David Verklin, Operating Partner, Calera Capital |
| 9:20-9:40 AM | The Age of Big Data Steve Lohr, Technology Reporter, The New York Times |
| 9:40-10 AM | Navigating Change at the Intersection of Technology and Media Lisa Donohue, CEO, Starcom USA Betsy Webb, General Manager, Media and Agency Management, Microsoft, Inc. |
| 10-10:20 AM | How internet publishers are committed to making The Idea Effect a reality Susan Lyne, CEO, AOL Brand Group Wenda Harris Millard, President & COO, MediaLink LLC |
| 10:20-10:40 AM | Making Geico a household word Bill Koenigsberg, President & CEO, Horizon Media Ted Ward, VP Marketing, GEICO |
| 10:40-11:15 AM | Break, Sponsored by Machinima |
| 11:15-11:55 AM | The death of network television is greatly exaggerated David Levy, President of Sales, Turner Broadcasting System Jo Ann Ross, President, Network Sales, CBS Linda Yaccarino, President, Ad Sales, NBCUniversal Jeff Lucas, Head of Sales, Music & Entertainment Group, Viacom Moderated by: Abbey Klaassen, Editor, Advertising Age |
| 11:55-12:30 PM | Why 2013 might (finally) be the year of mobile Michael Bayle, Mobile Director, ESPN Michael Collins, CEO, Joule Brian Colbert, VP of Mobile, Pandora Richy Glassberg, COO, Medialets Marcus Startzel, GM North America, Millennial Media Moderator: Greg Stuart, CEO, Mobile Marketing Association |
| 12:30-1:30 PM | Lunch, Sponsored by Facebook |
March 12, 2013 | Afternoon Media Sessions
| 1:30-1:50 PM | How Chuch and Dwight punches above their weight. Louis Jones, CEO, Maxus/Church + Dwight Bruce Fleming, EVP, CMO, Church + Dwight |
| 1:50-2:25 PM |
Some of the best TV content ideas come from media investment agencies not Hollywood Moderated by: Michael Kassan, Chairman & CEO, MediaLink LLC |
| 2:25-2:35 PM | O'Toole Award for Media Excellence, Founding Sponsor- Collective Lisa Donohue, CEO, Starcom USA presents the first media award to recognize an agency's body of work. |
| 2:35-3:00 PM | Dick O'Brien, EVP, Dir. Of Government Relations, 4A’s, interviews Maureen Ohlhausen, Commissioner, Federal Trade Commission |
| 3:00-3:30 PM | Break, Sponsored by Machinima |
March 12, 2013 | Media Breakouts
| Session I 3:35-4:15 PM Sponsored by Rentrak |
A) Big Agencies, Big Data Meet Big Advertisers (General Session Room) C) Executive Summary of Original Research Conducted by Flurry, Machinima, and comScore, and Mobilewalla (Strand 11) |
| Session II 4:15-5 PM Sponsored by Rentrak |
A) It's not just trading data that is important to agencies (General Session Room) Bill Wise, CEO, Mediaocean John Shelton, President-CEO, STRATA Greg Smith, CEO-Managing Partner, iRGONOMIC Neil Klar, President & CEO, SQAD Shawn Riegsecker, Founder & CEO, Centro Dave Oliviera, SVP of Marketplaces, Mediaocean & GM of Mediaocean's MBuy Moderated by: John Montgomery, COO, GroupM Interaction B) Digital impressions must be seen (not just served) (Celestin F-H) Mike Donahue, EVP, 4A's Duke Fanelli, SVP, Marketing & Communications, ANA George Ivie, CEO and Executive Director, MRC Sherrill Mane, SVP, Industry Services, IAB Moderated by: Bob Liodice, President-CEO, ANA C) Transforming Local Media: Cable's Next Wave (Strand 11) Holly Capps, Vice President, Cox Media Danielle Lee, VP, Product Marketing and Innovation, AT&T AdWorks Lisa Meier, SVP, Media, Time Warner Cable Media Sales Moderated by: Andrew Capone, SVP, Marketing & Business Development, NCC Media |
| 5 PM | Afternoon Session Ends |
| 5-7:30 PM | Cocktails, Sponsored by Tumblr |
| 7:30 PM | Dinner on own in New Orleans |
| 10 - 11:30 PM | Late Night Cocktails, Sponsored by Extreme Reach |
March 13, 2013 | Morning Media Sessions
| 7:30 AM | Registration Re-opens, Sponsored by MediaLink LLC |
| 7:30 - 8:30 AM | Breakfast, Sponsored by Mintel |
| 8:30-9:10 AM | Platforms, Publishers and Brands. The search for social ROI.s Blake Chandlee, VP Global Partnerships, Facebook Adam Bain, President, Global Revenue, Twitter James Gross, Co-Founder, Percolate Michael Zimbalist, Research & Development Operations, The New York Times Rob Norman, Chief Digital Officer, GroupM |
| 9:10-9:30 AM | The New Digital Currencies: DAA, 3MS, Ad-ID Nancy Hill, 4A's Bob Liodice, ANA David Doty, IAB Moderated by: Carla Michelotti, Leo Burnett |
| 9:30-10:05 AM |
Executive Summary of Original Research Conducted by Rentrak, comScore, and The Intelligence Group (Celestin F-H) |
| 10:05-10:40 AM | Addressable TV Panel Michael Kubin, EVP, Invidi Seth Haberman, Visible World Tracey Sheppach, EVP, Innovations Director, VivaKi and Founder of The Pool George Shababb, President, Kantar Media Audiences Nick Troiano, President, BlackArrow Moderated by: Bob DeSena, CEO, Engagement Marketing |
| 10:40-11:15 AM | Rising Media Stars Panel Trevor Guthrie, Director, Ignition Factory East, OMD Jennifer Hoffman, Senior Associate, Digital, MEC Lauren Johnson, Connections Associate Director, MediaVest John Koenigsberg, Media Supervisor, Razorfish Jessica Merrell, Manager, Innovations, Initiative Carolina Palomino, Connections Director, MediaVest Monisha Tripathi, Planner, Digital Engagement Team, The Martin Agency Moderated By: Steven Wolfe Pereira, EVP, MediaVest & Managing Director, MV42 |
| 11:15 AM | Conference Wrap-Up Chris Weil, Chairman & CEO, Momentum Worldwide Bill Koenigsberg, President & CEO, Horizon Media Nancy Hill, President-CEO, 4A's |
| 11:15 AM | Conference Ends |
| 12-4 PM | Giving Back: Working With New Orleans Community Group Come join us at the Arise Transformational Elementary Charter School's Student Appreciation Day! Be a part of small mentoring groups, inspiring the students to think about how their creativity can become careers in our industry. You can also assist the Arise team in student "appreciation" activities and games - helping the staff and kids feel appreciated. |
