Strategy Festival 2016 took place on October 16 – 18 at Andaz Wall Street in New York City.
On October 17, 2016, nearly 300 agency, media and account planning professionals gathered in lower Manhattan to listen to, and gain insights from, two dozen strategy experts headlining the 13th annual 4A’s Strategy Festival.
Nancy Hill, President and CEO, 4A’s
Brent Vartan, Managing Partner, Bullish
Speaker: Liza Landsman, EVP, Chief Customer Officer, Jet.com
Jet is brand disrupting “traditional” online players both by reimagining supply chain and by creating a brand that reminds us all that e-commerce is for humans. Landsman, Jet.com’s Chief Customer Officer, will explain the approach they are taking on both fronts and what role their agency partners are playing in this journey.
Speaker: Mikaila Ulmer, Founder & CEO, Me & The Bees Lemonade
Twelve-year-old Mikaila Ulmer passionately tells her Me & the Bees story. She uses images and videos to share how she got started, why she decided to appear on the TV show Shark Tank and what lessons she learned along the way.
Speaker: Brent Vartan, Managing Partner, Bullish
Gold Winner CP+B Boulder / Starcom / Olson Engage Chicago – Kraft Mac & Cheese: The World’s Largest Blind Taste Test
How to Plan Successful Campaigns in a Mobile-First World
Jeff Tan, SVP, Strategy, Posterscope, Dentsu Aegis Network
5 Steps to Your Winning Social Media Strategy
Gemma Craven, SVP, Director of Social and Mobile, McCann
Craft A Story To Sell Your Idea
Nancie Ruder, President, Noetic Consultants
Mikaila’s Ambition to Save the Bees
Mikaila Ulmer, Founder & CEO, Me & the Bees Lemonade
Adrian Barrow, Team One’s Legacy Lab
Nicole Cestaro, Team One’s Legacy Lab
Agile Planning: Infinite Iteration
Lee Maicon, Chief Strategy Officer, 360i
Brent Vartan, Managing Partner, Bullish
Media: The New Creative. How to Develop Creative Media Ideas for Memorable Consumer Experiences
Jane Lacher, EVP Strategic Solutions, Zenith
Creating People-Centric Brands
Andrea Ring, Chief Strategy Officer, Big Spaceship
Copy Copy Copy
Mark Earls, HerdMeister, Herd Consultancy
Planning through Paradox
Brandon Murphy, EVP, Chief Client Officer, 22squared
Data For Storytellers
Tom Morton, SVP Strategy, R/GA
Speaker: Ben Jones, Creative Director, Unskippable Labs, Google
What is the future for brand advertising in a world of exploding content, exploding channels, exploding choices–in 360 degrees, on tiny screens, exactly where we are in the world, in our heads, in every micro-moment of the day? Our Unskippable Labs team has spent the last year conducting experiments in content with brands like Pepsi, L’Oreal, and Mondelez. Come hear what we’ve learning about how attention works, how to tell stories in mobile, and what it means for your brand.
Gold Winner BBDO New York / AMV BBDO / Clemenger BBDO / AlmapBBDO / BBDO Moscow / BBDO Thailand – “Pedigree- Feed the Good”
Moderator: Singleton Beato, EVP, Talent, 4A’s
Jann Martin Schwarz, Global Director, Agency Holding Companies, LinkedIn (“The Truth About Strategy Talent” presentation)
Dave Gaines, Chief Planning Officer, Maxus Americas
Erica Herman, SVP, Strategy Director, New York, Publicis North America
Suzanne Powers, Global CSO, McCann Ericsson Worldgroup
Gold Winner Grupo Gallegos – Comcast/Xfinity “Language Choice”
Speakers: Mollie Rosen, EVP, Agency Relations and Membership, 4A’s
Ed Cotton, Director of Strategy and Innovation, BSSP
Speakers: Chloe Gottlieb, EVP, Executive Creative Director US, R/GA
We all celebrate those magical insights that spark creative genius. Yet, how many big ideas are sparked by great planners, only to hit the cutting room floor? Often the most inventive ideas have the hardest time seeing the light of day. By working together throughout the creative process, planners and creatives can ensure great ideas actually get made. True collaboration starts before the creative brief and extends beyond to selling ideas, protecting them, and making sure they resonate with real people.
Gold Winner CP+B LA / Noble People – PayPal “Meet Halfway”
Moderator: Ed Cotton, Director of Strategy and Innovation, BSSP
Suresh Nair, Global CSO, Grey
Wanda Pogue, CSO, Saatchi
Kelsey Hodgkin, EVP, Group Strategy Director, Deutsch
Gender equality and diversity is a critical topic currently in our industry and culture. Recognizing that the advertising industry has recently been bashed as being behind the times, often depicting old stereotypes that are at best irrelevant, at worst offensive, this panel is aimed at looking at the role of the strategist in helping clients and agencies move beyond stereotypes to accurately reflect the roles and lives of consumers today.
During this panel discussion, Deutsch Group Strategy Director Kelsey Hodgkin, Saatchi & Saatchi Chief Strategy Officer Wanda Pogue and Grey Global Chief Strategy Officer Suresh Nair will explain the planning behind current campaigns that have traded in stereotypical portrayals of consumers for more current, accurate representations.
How Behavioral Science Can Help Make Marketing that Aligns with Human Nature
John Kenny, Chief Strategy Officer, FCB Chicago
Matthew Willcox, Executive Director, Institute of Decision Making, FCB
Strategy for Storytelling in the Era of Experience Brands
Darren “Daz” McColl, Global Chief Brand Strategy Officer, SapientNitro
How to Write an Inspirational Creative Brief
Robin Hafitz, Founder/CEO, Open Mind Strategy
The Curious Class
Sarah DaVanzo, Chief Cultural Strategy Officer, Sparks & Honey
Learn How The Agency, Sandbox, Delivers Actionable Insight Into Campaign Performance To Their Clients
Chris Harline, Sales Engineer, Domo
Speaker: Ken Muench, Chief Marketing Strategy Officer, Yum! Brands, Inc.
From the perspective of a creative turned planner, turned consultancy owner, turned client, Ken discusses the interesting spot planners find themselves in today. In some ways agency planners are becoming a purely decorative and superfluous element in the creative process—but with a little reinvention, many are finding themselves indispensable to business today.
Gold Winner DDB Chicago – American Cancer Society “Advantage Humans”
Speaker: Jamie Power, Managing Partner, Modi Media
In this session, we will discuss how addressable television proves to be an effective way to drive tangible results across a number of verticals. Discussion will include which data sets are best suited for each category and how to execute an addressable campaign to drive proven results.
Speaker: Zorayma Guevara, Director, NYC, Miami Ad School
Gold Winner BBH New York – Seamless “Taking Back New York”
Speaker: Virginia Heffernan, Journalist and Author “Magic and Loss”
What if, just for twenty minutes or so, we suspended the assumption that the Internet is nothing but a neurotoxin or a tool of the surveillance state? What if, instead, we’re actually right in the moment we post to Snapchat or Pinterest? or Medium—?that the Internet is play, is expression, is challenge, is a call to greater eloquence, grander originality, more expansive community, and shrewder gameplay?
Speaker: Gary Vaynerchuk, CEO, VaynerMedia
Interviewed by: Kerry Flynn, Business Reporter, Mashable
VaynerMedia CEO Gary Vaynerchuk never set out to create a digital agency. But, his early career’s emphasis on retail and business-building led to tech investing and total immersion into digital and social media to market his family’s wine business. Hardly a Madison Avenue denizen, Vaynerchuk forged VaynerMedia by building new ways of collaborating with forward-thinking clients, and capitalizing on emergent digital and social channels with highly engaged native audiences.
Cut to 2016: Without any outside funding, VaynerMedia’s revenue will near $100 million, with its 700 people deployed at 5 offices around the world, servicing a portfolio of clients including Aneheuser-Busch InBev, General Electric, PepsiCo, and many more. In this in-depth conversation with Mashable business reporter Kerry Flynn, Vaynerchuk will reveal how being an industry outsider enabled him to build one of the world’s hottest digital agencies in under 7 years, and will offer insights into how to bring an unfettered point of view to everything you do to yield truly original results.
Grand Prix WinnerCrispin Porter + Bogusky (CP+B) Boulder, Starcom and Olson Engage Chicago – Kraft Macaroni & Cheese – “Blind Taste Test”
Mollie Rosen, EVP, Agency Relations and Membership, 4A’s
Sarah Watson, Global and NY Chief Strategy Officer, BBH New York