Transformation typically generates substantial press coverage. 2017 continued this trend, with a mix of prominent speakers, agency executives, and discussions focused on some of the biggest interests and challenges of the industry today.
MPF explored topics of critical interest to agency management, including new business development, innovation, leadership, pricing options, data and analytics. Access is reserved for 4A’s members only.
Transformation kicked off with a farewell address from Nancy Hill, 4A’s president and CEO. Later in the day, attendees met the 4A’s new CEO Marla Kaplowitz, who is currently transitioning out of her role as CEO, North America of MEC.
Procter & Gamble marketing chief Marc Pritchard kicked off the second day of 4A’s Transformation by praising the global marketer’s agency partners — while imploring them to do better in the way of efficiency, productivity and creativity. Sessions continued with robust debate on critical issues impacting agencies, particularly the new media landscape, data-driven models and programmatic, and the lingering specter of bias in the industry. Highlight from the day’s sessions included Facebook’s Andrew Bosworth witty dive into advertising’s compelling history, Howard Ross of Cook Ross’s sobering analysis of unconscious bias, and an all-star panel on Research and Measurement with The Coalition for Innovative Media Measurement, comScore, Inc., Starcom and Turner.
The final day of Transformation centered on ReSolve, a one-day think tank that brings together young professionals to solve a real-world problem. Ashlan Gorse Cousteau, Co-host, Travel Channel’s Caribbean Pirate Gold, extolled the virtues and responsibility of issue-conscious content creation and set the stage for the Empowering the Future of Our Industry session and ReSolve’s exuberant young professionals.
GS&P’s Cassi Norman, Kate Baynham, and Hanna Wittmark presented an inspirational case study, “I Am A Witness: Bully Prevention” and Evin Shutt and Matt Jarvis continued the conversation on 72andSunny’s brand citizenship initiative and shared actionable ways we can all help create an industry that is as diverse as the world we live in. The sessions culminated in the announcement of ReSolve’s 2017 winning team, Team New Wave and their campaign concept that presumes that humans and the ocean are in a toxic relationship, and they need to start “talking.”