Day One – MPF – March 21, 2016

8:25 – 8:30 AM – WELCOME

Speaker: Nancy Hill, President-CEO, 4A’s
Forum Moderator: Andrew Graff, CEO, Allen & Gerritsen

8:30 – 9:10 AM – SOCIAL MEDIA AND INFLUENCER MARKETING: WHAT’S NEW & WHAT’S NEXT

Speaker: Stevie Dove, Director, Social Studio, North America Social Lead, SapientNitro

The presentation will include:

• What’s driving the growth of social media, and how is mobile changing social dynamics?
• How do millennials, other key demographic groups and interest-based groups use and rely on their social media communities?
• What are best practices for aligning multiple social platforms and content elements into integrated brand campaigns to reach millennials?
• How are agencies identifying & leveraging social media influencers?
• Qualifications, messaging & curating conversations
• Discussion of social media monitoring and performance analysis/metrics as it relates to social influencers
• What’s on the horizon?
• A few Do’s

9:10 – 9:50 AM – NURTURING BOHAN’S AWARD-WINNING CULTURE

Speaker: David Bohan, Chairman, Bohan Advertising

Bohan has been named Southeast Agency of the Year and has received special recognition for its agency culture. Chairman David Bohan will discuss the cornerstones of the agency’s business philosophy and what drives the successful culture. He will describe the agency’s unique “Brand Villages” structure, the process leading to innovative agency work, and the agency ownership structure and management transition.

9:50 – 10:30 AM – AGENCY CASE STORY: MEET 22squared

Speaker: Richard Ward, President/CEO, 22squared

Under the leadership of CEO Richard Ward, the agency formerly known as West Wayne has evolved into 22squared, a fully integrated agency that has doubled in people and revenue over the past 10 years and has become a true player on the national stage. His presentation, “22squared: The 10-Year Turnaround,” covers the agency’s transformation story, how they’ve shaped their organization around being a “Welcome Intruder,” and how they are positioned to help brands push ahead in today’s complex marketing landscape.

10:50 – 11:30 AM – THE DO’S & DON’TS OF MSAs, DATA SECURITY, AND IP OWNERSHIP

Speaker: Candice Kersh, Partner, Frankfurt Kurnit Klein & Selz

Attorney Candice Kersh will discuss a number of issues related to client Master Service Agreements including indemnification, audit, data security, and ownership of agency ideas and tools. She will also touch on issues related to social media, content, native advertising, and talent union matters.

11:30 AM – 12:30 PM – NAVIGATING (DEMYSTIFYING) THE LUMASCAPE…WHAT’S HAPPENING IN AD TECH

Moderator: Andrew Graff, CEO, Allen & Gerritsen

Speakers:
Andy Monfried, Founder and CEO, Lotame
Oded Napchi, CMO, Hiro Media
Jim Price, CEO & President, Empower MediaMarketing
Chris Morgan, Vice President of Sales, Moat

1:30 – 2:10 PM – AGENCY ORGANIZATION STRUCTURES & SERVICING MODELS

Moderator: Andrew Graff, CEO, Allen & Gerritsen

Panelists:
Mark Bachmann, Partner & Chief Client Officer, Marcus Thomas, LLC
Michael Brunner, Chairman & CEO, BRUNNERWORKS
Eric Johnson, Founder & President, Ignited
Sharon Napier, CEO, Partners + Napier
Matt Williams, CEO, The Martin Agency

A panel of agency leaders will discuss their agency’s organizational structure and servicing approach. Topics that will be discussed in this interactive session will include:

• Structuring agency operations for general business and specialist marketing services
• Assessing in-sourcing and out-sourcing servicing options
• Issues related to servicing project-by-project assignments (versus retainer assignments)
• Agency digital creative, media, analytics and project management staff structures
• Options for curating social media content and producing web videos
• Approaches to providing mobile marketing services
• Organizational structure experiments; lessons learned as well as traps to avoid

2:10 – 2:50 PM – CRITICAL NEW BUSINESS DECISIONS AND LESSONS LEARNED

Speaker: Mark Goldstein, CEO, Eleven LLC

Former 4A’s new business committee leader Mark Goldstein will discuss why new business success is critically tied to making the right decisions—and why most agencies consistently make the wrong ones. He’ll spell out the discipline required to win with examples from his experience as Vice Chairman/Chief Marketing Officer at BBDO and Fallon during their most successful new business years.

3:10 – 3:40 PM – MASTERING THE DYNAMICS OF PROJECT REVIEWS

Moderator: Andrew Graff, CEO, Allen & Gerritsen

Panelists:
Bill Duggan, Group Executive Vice President, ANA
Tom Finneran, EVP, Agency Management Services, 4A’s
Dave Lubeck, EVP, Executive Director, Unbound/Bernstein-Rein Advertising

3:40 – 4:20 PM – IF YOU BUILD IT, THEY WILL STAY

Moderator: Andrew Graff, CEO, Allen & Gerritsen

Panelists:
Eileen Benwitt, EVP, Chief Talent Officer
Michael Burns, Head of Export, IPA
Diane Fakhouri, Sr. Partner, Executive Director of Learning & Development for North America, Ogilvy & Mather Worldwide
Jennifer Frieman, Chief Talent Officer, Momentum WW

Attracting and keeping talent is more challenging than ever. The talent we’re recruiting has different priorities, different expectations and different ideas for what a “Best Place to Work” really looks like, so we need to be courting them differently, recruiting them in new ways, and finding new ways to keep them around longer (and ultimately, forever).

The panel will take an honest look at what we all need to be doing to become a Best Place to Work. To really understand the new millennial, and how we have to adapt our agency “culture codes” (or do we?) to recruit and retain this type of talent.

4:20 – 5:00 PM – WHY CLIENTS DO WHAT THEY DO

Speaker: John Gleason, Founder & President, A Better View

The presentation will address:

• Client needs and expectations, including client internal motivation systems and functional drivers (as well as marketing and procurement functions)
• Client view that agencies sound the same–The Same Seven
• Typical reward systems for key client roles, especially Procurement’s mandate to reduce costs of commodity services
• Transitioning the agency services offering from “What is important to the Agency” to “What is important to the Client”
• The need for agencies to do homework in the early stages of discussions with clients
• Perspectives on agency focus and areas of special expertise, versus Full Service “We Do it All”
• Perspectives on “why spec creative should go away … but won’t”
• What is on the horizon?

Day Two – March 22, 2016

Ask anyone working in the ad industry. It often feels like a dark time to be in this business. And sometimes it feels like a period of exciting change, human potential and innovation. And for the some 750 true believers gathered this week for 4A’s Transformation 2016 in Miami, 4A’s President and CEO Nancy Hill didn’t hold back in her opening remarks…

Read more of the day’s events here.

View the day’s sessions here.

Day Three – March 23, 2016

Sir Martin didn’t take the easy way out on Wednesday when questioned via videoconference by New Yorker writer Ken Auletta. In a candid discussion on the shocking lawsuit leveled against one of his agencies, JWT, advertising rebates and the future of the industry, the British ad icon didn’t hold back…

Read more of the day’s events here.

View the day’s sessions here.

Day Four – March 24, 2016

Ad veteran Madonna Badger opened the Women, Advertising and the Future panel up with the personal story of how she lost her three daughters and parents in a Christmas Day fire in 2011. After spending a year in Arkansas, she returned to her agency, Badger & Winters. But she wanted to use her advertising and communications skills for a purpose. So, in January, she created the #WomenNotObjects initiative…

Read more of the day’s events here.

View the day’s sessions here.

Interviews

Industry leaders were asked to share their views on industry trends.

View the interviews here.

Transformation 2016 eNewsletter – Friday Edition – News & Events from Miami, FL Transformation 2016 Thursday Sessions Aaron Sherinian, Madonna Badger, Nancy Hill, Shelley Zalis What They’re Saying “If you can’t see it, you can’t be it.”  Women, Advertising and the Future Aaron Sherinian of the United Nations Foundation,  Madonna Badger of Badger and Winters, Nancy Hill of the 4A’s and  Shelley Zalis of The Girls’ Lounge Ad veteran Madonna Badger opened the Women, Advertising and the Future panel up with the personal story of how she lost her three daughters and parents in a Christmas Day fire in 2011. After spending a year in Arkansas, she returned to her agency, Badger & Winters. But she wanted to use her advertising and communications skills for a purpose. So, in January, she created the #WomenNotObjects initiative. At the rate we’re progressing, experts concluded it would take 100 years to achieve full equality for women in the workplace. None of the panelists are willing to wait. Badger offered concrete ways agencies could stop objectifying women: “We can make the choice. Women are not props. We can stop treating a woman as a bucket of body parts. We can stop photoshopping.” 4A’s chief Hill also offered this recommendation: don’t delete women from the picture. Hill added that it will take bringing more women, people of color, LGBT, and others with diverse life experiences into senior management ranks at agencies for things to improve. Creating an environment where people from diverse backgrounds are made to feel empowered and supported is also key. “It doesn’t matter if you recruit someone and then you can’t keep them because of the environment,” notes Hill. Zalis, founder of the Girls Lounge and a former online research executive, hosted a lounge at Transformation this year with several female attendees dropping in to share, listen and support one another. Women in their 30s mixed with those in their 50s. The U.N. Foundation’s Sherinian points out younger women expect to be actively engaged in any discussion about gender equality. “It’s not about age,” says Zalis. “It’s about action.” Other Thursday Highlights The Sports Fan Experience: Connect, Share, Access Kim Stone of the Heat Group & General Manager, American Airlines Arena, Joey Wilson of SapientNitro Wilson and Stone discussed the creation and launch of a groundbreaking mobile platform, as well as how all organizations – from sports franchises to retailers – can use technology to enhance the customer experience. The work SapientNitro and The HEAT have been doing addresses some of the most pressing challenges the next wave of innovation may bring for the sports fan experience. Mobile Disruption and the Implications for Marketers and Agencies Barry Lowenthal of The Media Kitchen, Kate Watts of Huge, Chieng Huang of Boxed Mobile has disrupted every business. The group posed the question: How much longer will people need websites? It also spoke about “anticipatory design” and hiring a workforce built around what they believe they’ll need over the next few years, not just reacting to what’s happening in the marketplace today. Media Kitchen’s Lowenthal said the most important trait he’s looking for in new hires: curiosity. The State of Ad Blocking Today And Tomorrow Jeff Burkett  of The Washington Post, Jim Hirshfield of PageFair, Vegard Johnsen, Ernie Cormier of AOL Platforms Bad or irrelevant campaigns are at the root of a customer’s desire to block ads. The Washington Post believes ad blocking is the consumer’s way of communicating to publishers that they are fed up with bad user experiences. Publishers and marketers have to work together to ensure they are delivering respectful experiences to consumers. Most publishers are actively experimenting with new formats and doing research to determine how readers feel about them. Burkett says, “We are actively looking for agency partners who want to be a part of this experimentation.” What They’re Saying “We have an opportunity to make sure there is no need for ad blockers on mobile.” The Many Stages of Transformation 2016 The Best of Transformation 2016 Nancy Hill, 4A’s chief, opening up the conference with: “Let’s hold up a mirror and have a very frank discussion about what’s working, and what’s not. And if something’s not working, let’s find better solutions. Together.” Sir Martin Sorrell of WPP talking about the two controversial topics: gender equity and transparency Maurice Levy, Publicis chief, detailing his new agency structure then making buzzworthy remarks on how the Gustavo Martinez/JWT lawsuit detailing alleged sexual harassment and racial/religious bias was a case of one man and one agency and not indicative of the advertising agency as a whole Goodby, Silverstein & Partners founder Jeff Goodby on why it’s important to think like a vandal and focus on the work Madonna Badger, who once created the Marky Mark/Kate Moss ads for Calvin Klein, on her inspiring mission to stop objectifying women in advertising and the media Mark Leibovich of the New York Times on the political scene. The story behind the stories. And Donald Trump the media gift who keeps on giving during the 2016 Presidential race. Correction: A quote about corporate culture was mistakenly attributed to Jay Haines of Grace Blue. It should have been attributed to Charles Day of The Lookinglass. SEE HIGHLIGHTS FROM TRANSFORMATION 2016 HERE SEE HIGHLIGHTS FROM TRANSFORMATION 2016 HERE        INDUSTRY PARTNERS PREMIER SPONSOR  VIP SPONSORS  SUPPORTING SPONSORS PARTICIPATING SPONSORS MEDIA PARTNERS © 2016 American Association of Advertising Agencies This email was sent by: 4A’s, 1065 Avenue of the Americas, 16th Floor, New York, NY 10018 View in browser. This email was sent to [email protected]. If you don’t want to receive this email any more, you can unsubscribe . © 2016 4A’s. All rights reserved. www.aaaa.org  |   contact us

Transformation Newsletter 3-23

Transformation 2016 eNewsletter – Thursday Edition – News & Events from Miami, FL Transformation 2016 Wednesday Sessions Sir MArtin Sorrell Chief Executive WPP & Ken Auletta author/Writer New Yorker SorrelL & Auletta An Interview with a Holding Company CEO Sir Martin didn’t take the easy way out on Wednesday when questioned via videoconference by New Yorker writer Ken Auletta. In a candid discussion on the shocking lawsuit leveled against one of his agencies, JWT, advertising rebates and the future of the industry, the British ad icon didn’t hold back. Speaking about the industry as a whole, not the case against former JWT global chief Gustavo Martinzez specifically, Sorrell said he disagreed “violently” with Maurice Levy’s earlier remarks at the 4A’s that the accusations leveled against Martinez were an isolated case of “one man” and one agency. Sorrell quipped, “Maurice has a habit of ignoring the facts and not letting them interfere with his analysis.” He went on to point out only about 1/3 of the senior ranks of leaders in the WPP agencies are female and he’d like to see that improve.He said Martinez’s resignation was by mutual decision because in the court of public opinion, Martinez has been judged guilty. Rather than be a distraction to employees and clients, “he thought and I thought it would be in the company’s best interest if he resigned.”In speaking about the controversial transparency issue, Sorrell said, “ad rebates don’t happen in the U.S.” He said any WPP client could ask for—and get—a detailed accounting of how their media dollars are used.When asked about the future of the ad industry, Sorrell sees the three most important growth areas as: technology, data and content. Agency Holding Company Visionaries Discussing the Future of the Industry Rob Norman of GroupM, Rishad Tobaccowala of Publicis Groupe and Scott Hagedorn of Annalect Ad fraud, ad blocking, changing consumer behavior. Despite these buzzed-about challenges facing the ad business, some of the most visionary leaders in the industry say this is a good time to work in advertising. Tobaccowala championed the human experience saying marketers can’t lose sight of the poetry of their message and focus too much on the plumbing. “When we lose touch with consumers, nothing else matters,” he declared. Norman questioned those in the industry who are anxious about the seismic shifts happening in Adland. “It’s much more interesting to have a front row seat as you watch what happens between the disrupters and the disrupteds.” Hagedorn is hopeful clients will focus more on the effectiveness of their work versus the efficiency. “You saw a trend where the purchasing departments had a big role in marketing decisions at client companies,” he said. “I think more clients will be shifting their focus to effectiveness.” What They’re Saying “Segregated marketing is like pissing in the wind…let’s just take one big sh*t and be done.” Transformation 2016 Wednesday Sessions Panelists: Jay HAines, Eileen Benwitt, Tim Cecere, Charles Day Building Organizational Culture in Times of Disruption Jay Haines of Grace Blue, Eileen Benwitt of Horizon Media, Tim Cecere, of GroupM Worldwide and  Charles Day, Founder of The Lookinglass What makes for good corporate culture? Culture is a consequence of a company’s values. And when companies are going through seismic change, “it can often be the one consistent thing a company has to offer, “ says Haines. With the tenure of many agency employees lasting less than a year for entry-level positions, attracting and retaining—especially young talent—has renewed importance within every agency. Having a people-focused culture is table stakes. “ We have a responsibility to understand what (employees) want and what they want to achieve,” says Benwitt. The cost to ignoring company culture, benefits and work/life balance is rapid staff turnover, which can cost agencies thousands to their bottomlines. But measuring employee engagement isn’t easy. “Being happy is a temporary state of mind,” says Cecere. Providing a safe, open work place where people feel valued and where they’re often trained to develop new skills is a stronger path to retention. Viewability, Fraud, Transparency, and Ad Blocking Michael Zaneis of TAG Kathleen Brookbanks, of OMD George Ivie of Media Rating Council  and  Donnie Williams of Horizon Media One of the most illuminating panels on Wednesday’s schedule was the discussion on some commonly confused issues: Viewability, Fraud, Ad Blocking and Transparency. The panel took the occasion to provide a basic primer on terms often used inaccurately or interchangeably. Viewability: A measure of whether an ad had an opportunity to be seen by a consumer. Standards have been established to determine whether an ad or video was deemed “viewable.” These standards include requirements for percentage of pixels shown and length of time spent on a page. The Media Rating Council is working on mobile viewability guidelines. Viewability is the first step in a series of initiatives to enable measurement and planning across channels. This includes developing an audience based currency, engagement metrics and metrics to quantify impact of advertising. Ad Fraud:  A deliberate attempt to serve fake impressions. This results in advertisers paying for content impressions that are not actually seen by humans. Ad Blocking:  A large number of consumers are using applications to prevent ads from showing in a web page. This has led to: What They’re Saying “The end goal is to provide a better user experience.” re-examination/refinement of the user experience so it isn’t as intrusive or overwhelming potential increases in alternative forms of advertising, like native advertising or development of more relevant/compelling content Transparency:   Is one of the most talked-about issues facing the industry. Earlier this year the 4A’s released its Transparency Guiding Principles of Conduct. Click here to learn more. SEE HIGHLIGHTS FROM TRANSFORMATION 2016 HERE SEE HIGHLIGHTS FROM TRANSFORMATION 2016 HERE        INDUSTRY PARTNERS PREMIER SPONSOR  VIP SPONSORS  SUPPORTING SPONSORS PARTICIPATING SPONSORS MEDIA PARTNERS © 2016 American Association of Advertising Agencies This email was sent by: 4A’s, 1065 Avenue of the Americas, 16th Floor, New York, NY 10018 View in browser. This email was sent to [email protected]. If you don’t want to receive this email any more, you can unsubscribe . © 2016 4A’s. All rights reserved. www.aaaa.org  |   contact us

Transformation Newsletter 3-22

Welcome to Transformation 4A’s President and CEO Nancy Hill’s Remarks Ignite Transformation 2016 Ask anyone working in the ad industry. It often feels like a dark time to be in this business. And sometimes it feels like a period of exciting change, human potential and innovation. And for the some 750 true believers gathered this week for 4A’s Transformation 2016 in Miami, 4A’s President and CEO Nancy Hill didn’t hold back in her opening remarks. She acknowledged the collective love everyone in the room has for the ad business. But she also put a stake in the ground: it’s time to face some of the industry’s more difficult challenges–media transparency, gender and racial diversity and retaining talent. “That’s what we are here to talk about,“ she said. “All of it. Let’s hold up a mirror and have a very frank discussion about what’s working, and what’s not. And if something’s not working, let’s find better solutions. Together.” Read more about Nancy Hill’s remarks at  AdAge.com .  Transformation 2016 The President’s Remarks nancy hill president and CEO american association of advertsing agencies Transformation 2016 Opening Keynote Address Maurice LÉvy, Chairman/ceo Publicis groupe Maurice lÉvy The End of Advertising As We Knew It After pausing for a moment to acknowledge the tragic attacks in Belgium that took place early Tuesday morning, Maurice Lévy, Chairman & CEO, Publicis Groupe opened the meeting with the message that the ad industry won’t survive if it doesn’t continue to evolve and change. “Every industry, every business is under siege,” he said. Levy doesn’t believe advertising is at death’s door. But agencies need to continue to “invent new structures and new ways of doing business.” When asked to address the hot-button topic of gender equality and the lawsuit involving JWT’s global head, Levy said he did not believe some of the accusations leveled at Gustavo Martinez were representative of the industry. His remarks sparked controversy with some high-profile female execs, including the 4A’s head Nancy Hill, who said many do not agree with Levy’s assessment. He also announced the creation of a new service within Publicis: Sapient Inside, which will be up and running in July in key markets.  Sapient Inside will be a plug and play solution integrating the assets of Publicis Communications with the best of Publicis and Sapient, namely Sapient Consulting, Sapient Nitro, Razorfish and DigitasLBi. Newsflash LinkedIn/4A’s Job Survey & Winners of the Partner Awards Two big announcements were made in Tuesday’s Transformation 2016 sessions. LinkedIn and the 4A’s unveiled results of a first-of-its-kind survey revealing why ad agency executives leave their jobs—with many choosing to the leave the industry altogether. The survey found the top reasons professionals leave the agency world are due to concern over the lack of opportunities for advancement and wanting more challenging work.  Dissatisfaction with compensation and benefits were also factors. See more about the survey results in Adweek, click here. The 4As also announced the winners of its annual Partner Awards (presented by NATIONAL GEOGRAPHIC CHANNELS), saluting the remarkable partnerships that put ego aside and elevate creativity. The top awards were: Partnership of the Year, which went to Upworthy, the Ad Council and R/GA for “Love Has No Labels.” Most Innovative Partnership which was awarded to BBDO New York, GE, OMD + Giant Spoon and Panoply for “The Message.”  What They’re Saying “We are living in the most entrepreneurial time ever, in a culture that thrives on ideas and partnerships.”   Transformation 2016 “The Year of Surprises” Mark leibovich the new york times magazine Mark leibovich Making Sense of the Surprising 2016 Presidential Campaign Mark Leibovich of the New York Times Magazine had grown weary of covering political campaigns until the 2016 presidential race. Now, he recognizes he’s covering the news story that keeps on giving: Donald J. Trump. “This is the most emotional presidential contest I’ve ever experienced,” Leibovich said. Although he’s tried to maintain his journalistic objectivity, being an empty vessel in this election wouldn’t make his pieces interesting to anyone. “Today’s media environment is perfect for Trump,” he said. He does wonder, though, if Trump might have an edge since voters have spent so much more time watching, listening and talking about him than any of the other candidates. But when pressed, he thinks Hillary will be the decisive favorite going into the general election. Inside the Minds of Marketers Wondering what some of the top CMOs would like to see more of from the ad agencies? Maryam Banikarim of Hyatt Hotels Corporation, Jim Berra of Royal Caribbean International,   Luanne Calvert of Virgin America, and Rex Jackson of LEGOLAND Florida Resort shared their thoughts on how they can best continue to work with their agency partners:     MB: We want our agencies to help solve our business problems not just create           advertising. We want ideas, not just execution. In the end, the work we get is as           good as how well we manage our agency.     LC: We’d like our agencies to help us enlist our guests, partners, etc. in                         spreading the word about our brand.     JB: We want to continue to expand the list of agencies we work with. It’s important     to tap into more voices.      RJ: We want our agency to continue to understand that with our brand, kids take        the lead.  What They’re Saying “Risk without planning is not the smartest career move.” Transformation 2016 “How Vandalism Will Save Advertising” jeff goodby Co-Chairman & Partner goodby, Silverstein & Partners Jeff Goodby Steal What’s Worth Taking Jeff Goodby, Co-Chairman and Partner, Goodby, Silverstein & Partners, preaches vandalism, among other things. “Be brave – we’re all going to fired in the end by people or time,” he said. In his talk, “How Vandalism Will Save Advertising,” the legendary creative chief shared five ways to jump start creativity: Take a different route to work every day. Draw or write with the wrong hand. Write things down. Study jokes. Live in a constant state of readiness. Goodby’s inspiring talk was filled with great work such as a humorous piece for Adobe where the CMO is portrayed as a junkie looking for his ad traffic fix. As he exited the stage, former 4A’s chairman Chris Weil said, “That’s why we are in this business. Any of us would love to say we created just one of those pieces of work.”        INDUSTRY PARTNERS PREMIER SPONSOR  VIP SPONSORS  SUPPORTING SPONSORS PARTICIPATING SPONSORS MEDIA PARTNERS © 2016 American Association of Advertising Agencies This email was sent by: 4A’s, 1065 Avenue of the Americas, 16th Floor, New York, NY 10018 View in browser. This email was sent to [email protected]. If you don’t want to receive this email any more, you can unsubscribe . © 2016 4A’s. All rights reserved. www.aaaa.org  |   contact us