4A’s Stratfest 2019 Jay Chiat Award– National Strategy – Grand Prix

Marketing & Communications

Joanna Schwab, m:united McCann | Microsoft National Strategy 33 million people with disabilities play video games to do things they can’t do in the physical world. Reaching the world of disabled gamers through the Xbox Adaptive Controller was meant to demonstrate Microsoft’s mission and innovation prowess.   “For gamers with disabilities, gaming lets them do […]

4A’s StratFest 2019 Jay Chiat Award–Winning Case Study: Global Strategy

John Antoniello, VP–Senior Group Creative Director, Publicis Sapient Jennifer Berry, Managing Partner/Account Lead, Publicis Sapient Changing media representation can change lives. Changing the way women are depicted in media and advertising depends as much on changing who’s in front of the lens as who’s behind it. The campaign aimed to broaden representation to represent all […]

4A’s StratFest 2019 Jay Chiat Award–Winning Case Study: Nonprofit

Hilary Lund, Colle McVoy, Jackson Hole Travel & Tourism Board 97% of the land around Jackson Hole, Wyoming, is protected, which is a big attraction to the 3.2 million visitors every summer. But this massive influx creates tremendous wear and tear, which has escalated as more visitors like to show off their travels on social […]

Create Like a YouTube Star: Developing Lasting Relationships through Content

  Johannes Helms, Creative Effectiveness Lead, Google Ingrid Nilsen, YouTube Creator   YouTube creators are positioned to help marketers and agencies strategize how to develop lasting relationships with consumers through content that evolves with the creators’ values and the broader culture, influences purchases, and updates the rules of engagement throughout the customer journey.   “My […]

4A’s StratFest 2019: favorite planning tools, hacks, and resources

Marketing & Communications

Attendees shared their favorite tools. 4A’s Research WARC Audience research Answer the Public BrandWatch Census.gov Discuss.io Facebook Audience Insights Google Surveys Instapanel inVibe Simmons Synthesio Think With Google YouGov.com Brand/business research Amazon reviews: natural language processing Company job boards Contagious I/O: case studies Lexalytics: natural-language processing Moz: search activity Quid: search activity Seeking Alpha: CEO […]

4A’s Stratfest 2019 Embracing a New Internet: People-First Strategy for a Decentralized Web

Luke Mulks, Director of Business Development, Brave Software   With privacy, security, and blockchain technological advances converging in a new people-first era for the internet, this session aimed to prepare strategists and marketers on how to plan, navigate, and succeed.   Download Presentation   < Return to event index

4A’s StratFest 2019 James Fraser, Head of Strategy, Mother New York | New York Public Library

James Fraser, Head of Strategy, Mother New York | New York Public Library In 2016, only 20% of U.S. teens read a book of any kind. That’s the lowest ever figure in U.S. history. The assumption is that social media is the enemy, so the question and brief and challenge was how to help the […]

4A’s StratFest 2019 Lunch & Learn: Rise of the D2C Disruptors

Ian Simpson, Sr. Director of Professional Services, Pathmatics This session is a deep dive into the advertising strategies of leading direct-to-consumer brands, examining how their heavy use of social media has helped drive rapid growth and challenge the longstanding leaders in their space.   < Return to event index

4A’s StratFest 2019 Marketing to the Globally Conscious Linda Yaccarino

Linda Yaccarino, Chairman, Advertising & Partnerships, NBCUniversal Moderated by Yusuf Chuku, Global Chief Strategy Officer, VMLY&R, and Chair, 4A’s Strategy Committee   How can brands build communities and target audiences at scale while maintaining the intimacy and immediacy the globally conscious, highly connected consumer expects?   “We knew from day one, if we didn’t deliver […]

4A’s StratFest 2019 Game Design and the Future of Advertising

Mark Mulvey, Strategy Director, Critical Mass Marketers are expected to build immersive, connected brand experiences with encounters and rewards—the types of new worlds game designers have long built. This discussion explains how the world-building techniques of game design apply to marketing.   “I’m not a fan of ‘gameification,’ co-opting and extracting something from the user. […]

4A’s Stratfest 2019 Jay Chiat Award–Winning Case Study: Product/Service Creation

Scott Moore, VMLY&R, Monash University (Sip Safe) In Australia, where drink-spiking has led to assaults, marring the annual Schoolies party-festival tradition, and agency and a university developed Sip Safe, an entry wristband that could detect the presence of unsafe drugs added to an alcoholic beverage.   “This wasn’t the standard business-as-usual brief. When was the […]

4A’s StratFest 2019 Winning in the Age of Experience

Karen Boswell, Chief Experience Officer, VMLY&R EMEA Tomas Gonsorcik, Chief Strategy Officer, VMLY&R New York In the age of experience, how does the strategist’s toolkit need to evolve to drive the experience design creative process? The speakers offer a new strategy ethos and practical tools rooted in behavioral science, data science, design thinking, and human-centered […]