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2008 Leadership Conference Agenda 

Sunday, April 27 (Pre-Conference)

3:00pm

AAAA Registration Desk Open for Participants in Monday's Executive Workshop for Small and Mid-Sized Agencies and Other Early Arrivals, Registration Desk Sponsored by Maconomy

2:00pm - 5:00pm AAAA Government Relations Committee Meeting (committee members only)

6:00pm - 7:00pm

Outdoor Welcoming Reception for Attendees in Monday's Executive Workshop, Sponsored by A-Team Advisors

Evening Dinner on Your Own


Monday, April 28

8:00am - 3:45pm Executive Workshop for Small and Mid-Sized Agencies
"Planning Tools for Tomorrow: Chaos to Nirvana in Six Hours" (AAAA and ICA Members Only)

8:00am - 8:25am Continental Breakfast for Workshop Participants
Sponsored by The New York Times

8:25am - 8:30am Welcome by Nancy Hill, president-CEO, AAAA; and Introduction of Workshop Moderator: Andy Fletcher, president-CEO, Fletcher Martin

8:30am - 9:30am Technology & Advertising: A Radical Perspective
David H. Freedman, contributing editor, Inc. magazine; special correspondent, Newsweek International; author, "A Perfect Mess"

The advertising industry is at the center of a maelstrom of technology-driven change, and the industry's ability to adapt will determine not only its own future, but that of the increasingly online business world and of consumerism. To be successful, agencies will have to be prepared to set aside much of what they've come to believe about consumer psychology, privacy, sponsored content, socializing, media limitations, revenue models, and internal productivity.

9:30am - 10:30am Recruitment & Retention: When to Give and When to Let Go
Brian Brooker, chief creative officer and CEO, Barkley

What are some new strategies to find the best people? What sort of ways can you leverage internships further? How do you sell your agency to the talent? Once you have the talent, how do you keep it? What sort of "people investments" do you make as an agency and how do you know it pays off?

10:30am - 10:45am Coffee Break
Sponsored by The New York Times

10:45am - 11:30am

We Saw the Future and We Were Not In It--So This is What We Did About It! The FKM Story
Bill Fogarty, co-chair, FKM
Rich Klein, co-chair, FKM

Learn why the principals of this successful, profitable and highly regarded 28 year-old agency determined that they needed to revamp their service offering and business model in order to be competitive and relevant in the future. Bill and Rich will discuss their perspectives on the industry, the process they used to evolve their agency, and detail some of the changes that are underway.


11:30am - 12:30pm Going Digital: How to Bridge the Faultline
Bruce Carlisle, senior associate, interactive agency management & solutions, A-Team Advisors

Bruce will discuss the challenges facing agencies as the marketing world continues to become more digital-centric. What kind of myriad digital marketing services will your agency offer? How can agencies meet the cultural, technological, staffing, and operational hurdles of moving into the digital age? Bruce will also focus on the upside of this transition and how agencies willing to change can profit from this seismic shift.

12:30pm - 1:45pm Lunch

1:45pm - 2:45pm Negotiating Benefits-Based Pricing Solutions
Tim Brenton, founder and president, The Brenton Group

The AAAA best practice compensation dialogue process encourages agencies to begin compensation discussions with a robust discussion of the client's business goals and marketing objectives. It is important to establish scope of benefits as the platform for negotiating your client compensation. This presentation will help you evolve a dialogue on value, and provide the context for discussing scope of services, compensation framework and the pricing of your services.

2:45pm - 3:45pm Perfecting Your Pitch
Mark Schnurman, president and co-founder, Filament Inc.

New business is the engine that drives agency growth and frequently the difference between winning a pitch and coming in "second" is very small. Having a few new tools in your new business toolbox can be just what is needed to raise your agency's win rate.

This session reviews six of the most typical mistakes that agencies make during the pitch process and how to address each issue. Understanding these issues may very well be the difference between winning and coming in second place.


3:45pm SAMS Workshop Adjourns

4:00pm - 6:00pm Meeting of New AAAA National Board of Directors (Board Members Only)

7:00pm - 10:00pm Welcoming Reception & Buffet Dinner on The Ritz-Carlton's Dana Point Lawn, Overlooking the Pacific Ocean, for All Attendees, Sponsored by Microsoft


Tuesday, April 29

7:45am - 8:45am

Continental Breakfast
Sponsored by The New York Times

8:45am - 9:00am General Session Begins
Welcoming Remarks by Tom Carroll, president-CEO, TBWA Worldwide; incoming chairman, AAAA Board of Directors
Remarks by Tony Hopp, President & CEO, Campbell-Ewald, outgoing Chairman, AAAA Board of Directors 

9:00am - 9:15am

Linda Sawyer, CEO, Deutsch Inc., Introduces New AAAA president-CEO, Followed With Remarks by Nancy Hill, president-CEO, AAAA

9:15am - 9:45am There Are No Excuses for NOT Understanding the Digital Future
Irwin Gotlieb
, CEO, GroupM

9:45am - 10:30am Creative Innovation
Lee Clow
, chairman and chief creative officer, TBWA Worldwide

10:30am - 10:45am Coffee Break
Sponsored by The New York Times

10:45am - 11:15am Clive Wilkinson, founder, Clive Wilkinson Architects

11:15am - 11:45am Ben Silverman, co-chairman, NBC Entertainment and Universal Media Studios, interviewed by Michael Kassan, principal, Media Link LLC

11:45am - 12:15pm Eric Schmidt, chairman and CEO, Google

12:15pm - 12:25pm Matt Freeman, CEO Worldwide, Tribal DDB Worldwide, previews this afternoon's breakout and demonstration sessions

12:25pm - 1:30pm Buffet Lunch for All Attendees

1:30pm - 4:05pm

The Interactive Digital Labs

Three Sessions, repeated 1:30pm – 2:15pm, 2:25pm - 3:10pm and 3:20pm - 4:05pm

The Collision of the Physical and Digital Worlds
Programmed by Colleen DeCourcy, chief digital officer, TBWA Worldwide
Demonstrations:
Apple iPhone, Google Earth & Maps, Google Mobile,
Google Print Ads, Ford Sync vehicle courtesy of
Microsoft, Nike+

The Democratization of Media: When Consumers Become Your Distributors
(this breakout is continuous until 4:05)
Programmed by Matt Freeman, CEO Worldwide, Tribal DDB Worldwide
Demonstrations:
From Google: iGoogle, YouTube, Bebo
From Microsoft: BEET, Microsoft, Xbox Live Marketplace, Video (MSNBC), Zune
From Yahoo!: Widget Bar Mobile Station, Flickr Photo Station
From The New York Times: The Democratization of Content
From Millions of Us: Virtual Worlds

In the Digital Age, What Is a Brand to Do?
Presented by Carla Hendra, chairman, Ogilvy New York, co-CEO, Ogilvy North America; and Jan Leth, vice chairman, global digital creative, Ogilvy North America

Whether you represent a technology brand, a packaged goods manufacturer or retailer, a service provider, a B-to-C or a B-to-B company—today online media and digital influence are increasingly important in building brand awareness, maintaining relevance, and creating strong, enduring customer relationships.

Using examples from companies across categories, Ms. Hendra and Mr. Leth will show how smart marketers from big and small companies are giving digital a prominent role in creating and building brands.


6:00pm - 7:00pm Reception for All Attendees, featuring

Tribute to retiring AAAA President and CEO O. Burtch Drake,
Remarks by F. Stone Roberts, president and CEO, Roberts and Tarlow, and

Presentation of the 2008 O’Toole Awards by Chuck Porter, chairman, Crispin Porter + Bogusky; and chair, AAAA Creative Committee

Evening Dinner on Your Own

10:30pm Late Night Entertainment in Ritz-Carlton Ballroom, Featuring Comedian Lewis Black, Sponsored by Yahoo!


Wednesday, April 30

8:00am - 9:00am Continental Breakfast
Sponsored by The New York Times

9:00am - 9:15am

 

General Session Resumes With Recap of Previous Day by Nancy Hill, President-CEO, AAAA
9:15am - 9:45am Jerry Yang, co-founder and CEO, Yahoo!, interviewed by David Kenny, Chairman and CEO, Digitas

9:45am - 10:15am Anton Levy, managing director, General Atlantic Global Growth Investors, will discuss why the VC community is so high on communications agencies with Andrew Ross Sorkin, assistant editor, business & finance, chief mergers & acquistions reporter, The New York Times

10:15am - 10:45am Brian McAndrews, senior vice president, Microsoft Advertiser & Publisher Solutions

10:45am - 11:00am Coffee Break
Sponsored by The New York Times

11:00am - 11:30am

Client Expectations
Catherine Bension, president-CEO, SelectResources International


11:30am - 12:15pm Shifting Compensation Practices: Putting a Price on Creativity
Moderated by Suzanne Vranica, advertising & marketing columnist, The Wall Street Journal
Andy Fletcher, president and CEO, Fletcher Martin 
Carl Johnson, founder and partner, Anomaly
Ben Slater, director of business development, Bartle Bogle Hegarty


12:15pm - 12:25pm Conference Wrap-Up by Tom Carroll, president-CEO, TBWA Worldwide; chairman, AAAA Board of Directors

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