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Sunday, March 16 - Wednesday, March 19

The agenda on this page is subject to change.
For the most recent agenda, download the conference mobile app.

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Sunday, March 16

Management Practitioners Forum (for 4A's Members)

5:30 pm to 7:30 pm
Opening Cocktail Party, Sponsored by YuMe following Management Practitioners Forum
Open to all conference attendees

Monday, March 17

Registration & Breakfast

Beverly Hills Ballroom

Welcome to Los Angeles & Transformation 2014

Nancy Hill, President-CEO, 4A's

4A's Chair Discusses Industry Initiatives

Progress against three pillars: talent, corporate social responsibility & the value ad agencies add to brands
Chris Weil, Chairman & CEO, Momentum Worldwide and 4A's Board of Directors Chair

Keynote Address with American Express CMO: Igniting Growth

John Hayes, CMO, American Express

Foink! Collaborating from the Edge of Your Seat

A maverick marketer, whose career spans corporate marketing and agency leadership roles, Anderson will share her belief that brands and their partners must find new ways to work that are not just transactional but collaborative.  Mondelez is testing new models that encourage debate and outsider views.  These experiments are unveiling the sheer power of generosity and how giving can spur creativity.  Also, learn what the top global creative leaders define as the “ten most important things to getting great work.” 
Dana Anderson, SVP Marketing Strategy & Communications, Mondelēz International

Our Rising Stars are Our Future: Discussion among Agency Millennials, Renetta McCann, and the Vice Chairman of the 4A's
Bill Koenigsberg, President, CEO & Founder, Horizon Media
Renetta McCann, Chief Talent Officer, Leo Burnett
Jessica Merrell,  Director, Content & Innovation, Initiative Worldwide - Agency Millennial
Jennifer Hoffman, Manager, Agency Development, MEC - Agency Millennial
Lauren Johnson, Brand Group Director, Horizon Media - Agency Millennial
Monisha Tripathi, Brand Strategist,  Translation, LLC - Agency Millennial

Talent as a Winning Ingredient
Andrew Benett, Global Chief Executive Officer, Havas Worldwide
Justin Smith, CEO, Bloomberg Media Group

Break - Le Communique Videos, 
Sponsored by Mintel

Highlights of 4A’s Agency2020 Research
The value of agencies as idea creators
Marc deSwaan Arons, CEO, Effective Brands

Is Washington Necessary?
Maureen Dowd, Columnist, The New York Times

A Conversation with Socially Responsible Companies

Socially responsible companies know that corporate social responsibility
is always the right thing to do, but now it's the smart thing to do

Bea Perez, Chief Sustainability Officer, The Coca-Cola Company
Icema Gibbs, Director of Corporate Social Responsibility, Jet Blue Airways
Kyle Clifford, Corporate Partnerships, City Harvest
Nancy Hill, President-CEO, 4A's (Moderator)

,  Sponsored by SapientNitro

Agency Ideas are Transforming Major Retail Brands
A conversation about the evolving retail environment and the changing role of retailers' agencies
Michele Fabrizi, President & CEO, MARC
Ken Martindale, President & COO, Rite Aid

Agencies as Content Creators
In the world of online, social and mobile, agencies create more than just advertising
Joseph Assad, Chief Operating Officer, PMK●BNC
Peter Tortorici, CEO, GroupM Entertainment Global
Greg Braun, Executive Creative Director, INNOCEAN USA
Joel Idelson, EVP, Branded Entertainment, Allen & Gerritsen
Rob Schwartz, Global Creative President, TBWA\Worldwide (Moderator)

Keynote Interview: Jon Feltheimer, CEO Lionsgate, and Michael Kassan, CEO MediaLink
In a wide-ranging and insight-packed conversation, Lionsgate CEO Jon Feltheimer, the acclaimed studio executive behind movies such as "The Hunger Games" and "The Expendables" and game-changing TV shows like "Mad Men," "Weeds" and "Orange Is the New  Black," discusses the ever-changing nature of content creation and distribution with MediaLink Chairman and CEO Michael Kassan.
Jon Feltheimer, CEO, Lionsgate
Michael Kassan, Chairman & CEO, MediaLink (Interviewer)

Storytelling vs. Storydoing
Taking storytelling to the next level
Rosemarie Ryan, Co-Founder & Co-CEO, co:

The Story of "Mean Stinks"
Susan Credle, Chief Creative Officer, Leo Burnett USA

How a Brand Idea Transcends an Advertising Idea
A conversation about how a brand idea impacts company culture
Jeff King, CEO, Barkley
John Gainor, CEO & President, Dairy Queen

Break with Dairy Queen Dilly® Bars

O’Toole Creative Awards
Advertising’s toughest award to win recognizing agencies’ best body of work
Susan Credle, Chief Creative Officer, Leo Burnett USA

Special Interview With Yahoo CEO
Marissa Mayer, President & CEO, Yahoo
Rob Norman, Chief Digital Officer, GroupM Global

Cocktail Party, Sponsored by MailOnline

Held at Aqua Star Pool

Dinner, Sponsored by Videology
Held at Aqua Star Pool


Clear Channel Media & Entertainment Presents: iHeartRadio Artists On The Verge ’14
Hosted by Greg Glenday and Tom Poleman from Clear Channel at the International Ballroom
Performances by:

Her debut single, which was an emotional ballad called "Jar of Hearts", charted after it was featured on the Fox television show So You Think You Can Dance in 2010. The single went on to sell over 3 million copies in the United States and was a hit around the world.

A Swedish trio based in Stockholm, consisting of production team Astma & Rocwell and singer Stina Wäppling. The three formed NONONO during the spring of 2012 and released the single 'Pumpin' Blood' together.

He is best known for his singles, “I Need a Dollar” and “The Man” and for co-writing and performing vocals on Avicii’s “Wake Me Up,” which charted at #1 in 22 countries.

After-Hours Party, Sponsored by Quantcast
Held at International Terrace
- RSVP here

Tuesday, March 18

Breakfast & Registration

Welcome to Media Transformation Day

Nancy Hill, President-CEO, 4A's

Three Big Media Issues

John Montgomery, COO, GroupM Interaction, USA

Harris Diamond interviews Tim Mahoney of General Motors
Harris Diamond, Chairman & CEO, McCann Worldgroup
Tim Mahoney, CMO, Global Chevrolet & Global GM Marketing Operations Leader, General Motors

The Cable Executives Panel
Eric Johnson, EVP, Multimedia Sales, ESPN
Arlene Manos, President, National Advertising Sales, AMC Networks
Mel Berning, President, Ad Sales, A&E Television Networks
Marianne Gambelli, EVP, Chief Investment Officer, Horizon Media (Moderator)

Media agencies are more important than ever, serving as true strategic partners to brands
Marla Kaplowitz, CEO, MEC North America
Esther Lee, SVP, Brand Marketing, Advertising & Sponsorships, AT&T

The Measurement Mandate
John Montgomery, talks to Bob Liodice, President-CEO of the ANA, and Gayle Fuguitt, President-CEO of The Arf, about measurement and the approaching milestone of a new viewability measure for online and what it means to marketers in the future.
Bob Liodice, President & CEO, ANA
Gayle Fuguitt, CEO and President, The ARF
John Montgomery, COO, GroupM Interaction, USA

Zenith Media Presentation: Using Online Data to Inform TV Strategy
Introduction: Justin Evans, Chief Strategy Officer, Collective
John Nitti, President, Activation at ZenithOptimedia (speaker)
John Nuding, SVP, Director of Research at Zenith Media (speaker)

Break, Sponsored by DirecTV


The Future of Media is Addressable: From the Set-top Box to Programmatic
Louis Jones, North American CEO, Maxus

The Future of Radio - A Fireside Chat
An interview with Ryan Seacrest, TV/Radio Host and Producer, and Tim Castelli, President, National Sales, Marketing & Partnerships, Clear Channel Media & Entertainment
Bill Koenigsberg, President, CEO & Founder of Horizon Media (Interviewer)

Mobile First Is Here
Barry Lowenthal, President, The Media Kitchen

The Great Data Debate: Is Data Too Important to Entrust to Intermediaries?
The use of data in advertising will become increasingly valuable and proprietary to marketers over the next ten years, which will cause them to reduce their reliance on third party intermediaries in managing their advertising and marketing programs – or not?
This is a debate in its classic form and the audience gets to pick a winner.
Robert Tas, CMO, Pegasystems Inc.
Tara Walpert Levy, Managing Director, Global Ad Market Development, Google
Jackie Poriadjian, SVP, Strategic Marketing, Ultimate Fighting Championship
Ian Schafer, CEO & Founder, Deep Focus
Dave Morgan, CEO, Simulmedia (Debate Moderator)


How to Get to 2020? Evolutionary Baby Steps or Revolutionary Radical Changes?
Phil Cowdell, President - Client Services, GroupM

Media agencies are more important than ever, serving as true strategic partners to brands 
Media investment agencies are valuable creative partners with CMOs
Sarah Personette, President of U.S., Universal McCann
Matt Jauchius, EVP & CMO, Nationwide

Top-to-Top Interview
Todd Pendleton, CMO, Samsung Telecommunications America
Michael Nyman, Chairman & CEO, PMK•BNC

Transforming Out of Home
François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media

In Earned Media, You Get What You Pay For
Does social media really drive brands?
Joel Lunenfeld, VP Global Strategy, Twitter
Penry Price, VP, Marketing Solutions, LinkedIn
Sarah Hofstetter, CEO, 360i
Patrick Harris, ‎Director, Global Agency Development, Facebook
Pete Blackshaw, Global Head of Digital & Social Media, Nestle (Moderator)

O’Toole Media Awards (Sponsored by Collective)
Bill Koenigsberg, President, CEO & Founder, Horizon Media introduces Joe Apprendi, CEO of Collective, to present the O'Toole Media Awards

It's About Measurement Consistency in a Cross-Platform World
Rich Gagnon, Managing Director, Group Business Leader, Initiative Media

, Sponsored by Zoom Media, enjoy more Dairy Queen Dilly® Bars

Beyond Print: Publishers are Reinventing Their Business Models

See how some of the most innovative print transformers in the US are changing the game
Meredith Levien, EVP Advertising, The New York Times
Jesse Angelo, Publisher & CEO, New York Post
Larry Burstein, Publisher, New York Magazine
Karen Kovacs, Publisher, PEOPLE
Lori Hiltz, CEO, Havas Media (Moderator)

Are we Ready for Mobile?
Mobile has taken off like a rocket – many consider that mobile will define advertising of the future. It is not simple to transfer traditional digital skills to mobile and there are significant differences in measurement and data management. Do agencies, publishers, clients have the skills, systems, analytics in place – are we ready for mobile?
Four mobile specialists from different vantage points assess industry readiness and share advice on how we can accelerate the learning and experience curve
Michael Rosenberg, Vice President of Media & Mobile Marketing, Paramount Pictures
Miha Mikek, Founder & CEO, Celtra
Avi Zimak, Vice President of Sales, Outbrain
Barry Lowenthal, President, The Media Kitchen
Richy Glassberg, COO, Medialets (Moderator)

Wednesday, March 19
Startup Showdown, Sponsored by TechCrunch

Registration & Breakfast

Held at Intercontinental Terrace

Video & Introduction to Startup Showdown Powered by TechCrunch at Transformation

A unique format of start-up elevator pitches in front of three of the country’s top ad and tech investment specialists – and the toughest audience – you.
Rob Norman, Global Chief Digital Officer, GroupM
Anthony Ha, Writer, TechCrunch (Moderator for the Day)

Startup Pitch Round: Five Creative Technology Startups

Tracy Benson, CMO, Stipple
Patrick Aluise, VP, Media, Blippar
John McIntyre, Founder & CEO, Sightly
Rob Emrich, CEO, PaeDae
Jason Crilly, CEO, NearWoo



Startup Pitch Round: Five Data Analytics Startups
Alex Wheldon, Founder, Kanary Limited
Nathan Chandra, COO & Co-Founder, WeLink
Jonathan Lacoste, COO, Jebbit, Inc. 
Robert Graham, Co-Founder, Brander
Frank Morgano, Senior Director of Sales, TripleLift



Startup Pitch Round: Five Innovative Media Allocation Startups
Eric Picard, CEO, Rare Crowds
Dan Schwartz, COO, RUNDSP
Nils Forsblom, CEO & Founder, Adtile
Nanxi Liu, CEO & Co-Founder, Enplug
Gabor Cselle, CEO & Co-Founder, Namo Media

Best in Breed in Each Group Overall
and Overall with Audience Participation
Terry Kawaja, Founder and CEO, LUMA Partners
Wenda Millard, President & COO, Media Link, LLC
Hany Nada, Founding Partner, GGV Capital
You - Conference Attendees

Conference Wrap-Up

Nancy Hill, President-CEO, 4A's
Chris Weil, CEO, Momentum Worldwide and 4A's Board of Directors Chair
Bill Koenigsberg, President, CEO & Founder, Horizon Media
John Montgomery, COO, GroupM Interaction, USA

Experience LA: A Hands-On Mentoring Program
Help us inspire and transform the aspirations of inner city college students studying marketing, advertising, public relations, and business at LA’s Trade Technical College
For more information and to RSVP, email


This schedule and lineup is subject to change.
Keep checking back for the latest updates!

How do I become a sponsor or exhibitor at Transformation 2014?

E-mail 4A's Events Manager Troy Starwalt at for sponsorship package information.

How do I become a speaker?

The conference agenda is fully programmed at this time. The 4A's welcomes new contributors for many of its other events. Please contact Mike Donahue at for more details.