Monday, April 3
7:45 - 8:45 AM – Breakfast & Registration
Breakfast sponsored by Roku
8:00 - 8:30 AM – Breakfast Briefing
TV Advertising Will Be Streamed
Jim Lombard, Head of Advertising Sales, Roku
Roku believes that all TV, and with it, advertising, will be streamed. Consumers are becoming harder to reach through linear TV as video viewing habits continue to shift. Today, OTT represents a huge opportunity for marketers to reach the growing segment not watching traditional television. Advancements in technology, measurement and precision targeting allow marketers to reach their target audiences on the TV screen while leveraging digital capabilities. But how does OTT advertising work? How does it stack up to linear TV buys? How will TV advertising evolve even further?
Join Jim Lombard, head of advertising sales at Roku, to hear about the future TV advertising, including an overview of the streaming audience, key OTT trends and new opportunities and advancements for advertisers.
Sponsored by Roku
8:45 - 9:00 AM – Farewell Address From 4A's CEO, Nancy Hill
Nancy Hill, President & CEO, 4A's
9:45 - 10:15 AM – The World’s Largest Creative Department
A film festival may not be the best place to scout the next Martin Scorsese. An ad agency may not be where to look for the modern-day Mary Wells. Technology is transforming how stories are created, shared and consumed, redefining the notion of creativity and the definition of creative talent. That’s as scary as it is exciting.
Scott Donaton, Chief Content Officer, Digitas LBi
Kathleen Grace, CEO, New Form
10:15 - 10:45 AM – BREAK
Sponsored by Sharethrough
10:45 - 11:15 AM – Future of Visual Communications
As we look into the next 10 years and beyond, visual communications and discovery are driving innovation in tech and mobile. Hear how marketers and agencies can think about visual discovery in new and exciting ways when turning consumer inspiration into action.
Interviewer: Robert Safian, Editor & Managing Director, Fast Company
Ben Silbermann, Co-Founder & CEO, Pinterest
11:15 - 11:35 AM – Twitter + Toyota: Inside a winning live event strategy
In this session, you'll learn how Toyota, with the help of Twitter and millions of engaged #ToyotaNation fans helped the carmaker stand out against the deafening noise at NASCAR's Daytona 500.
11:35 - 12:05 PM – Storytelling in a World of Unlimited Choices
How consumers watch video is redefining storytelling. YouTube has a front seat in this transformation and has fueled a new breed of storytellers. To succeed in today’s multi-screen always-connected world, brands must go beyond traditional 30-second spot to tell stories that grab users’ attention, wherever they may be. Hear how L'Oreal is reinventing digital content.
Marie Gulin-Merle, CMO, L'Oreal USA
Tara Walpert Levy, Vice President, Agency Solutions, Google & YouTube
12:05 - 1:20 PM – Lunch
Sponsored by Microsoft Bing
12:20 - 1:05 PM – Lunch & LEARNS
What is Advanced TV and how is it powering the New TV Ecosystem?
Brian Wallach, SVP and Chief Revenue Officer, AudienceXpress
Among the fragmentation of screens, high quality video experiences on the big screen are leading viewers back to the TV in the “new living room” experience, despite all living rooms being different. The big screen is kicking it up a notch with capabilities such as automated audience targeting and next-day reporting that was once only associated with digital, and we’re already seeing the results. Join AudienceXpress as we explore the value of advanced television in the New TV Ecosystem.
Sponsored by AudienceXpress
MODERN INFLUENCE: HOW TO WIN HEARTS AND MINDS ON MOBILE SCREENS
Mike Gaffney, CRO, Sharethrough
As more consumers spend less time watching TV and more time consuming content on their mobile screens, brands continue to adjust their strategies to address the shift in attention. Brands have realized two things: (1) customers are consuming more content via mobile video and content feeds than ever and (2) their customer’s path to purchase is being altered by these trends in mobile media consumption.
Drawing on multiple research studies with partners including Millward Brown Kantar and Placed, Sharethrough CRO, Mike Gaffney will provide insight into how brands like Cadillac, Gilt Groupe, and others are driving more brand lift, search lift, and in-store traffic through successful mobile marketing.
Sponsored by Sharethrough
How AI Will Create the Perfect Ad for Every Individual
Emi Gal, CEO, Teads Studio
AI is taking over. It’s all around us - in self-driving cars, in our social media newsfeeds, in cancer diagnosis and voice interfaces like Siri or Alexa. It’s also starting to heavily impact the advertising industry - companies now use machine learning to decide which impressions to buy, which consumers to target and, increasingly more, what version of a creative to show to every single individual. We're ready for a future in which data enhanced creativity helps algorithms deliver the perfectly useful, self-assembled, targeted and conversational message to each consumer in real-time. Emi Gal, Teads Studio CEO and a software engineer will talk about AI, the impact it’s going to have on the advertising ecosystem over the next 5 years and what advertisers and agencies should do to prepare for this future.
Sponsored by Teads
1:35 - 2:05 PM – MACHINE LEARNING & its impact on advertising
The latest inspiration on cognitive computing and artificial intelligence from IBM Watson: from a data-driven dress that wowed at the Met Gala to a musical hit for a Grammy Award-winning producer.
Jacelyn Swenson, Manager, Global Brand Programs, IBM CHQ, Marketing
2:05 - 2:35 PM – The Truth About America
A transformation is happening in America, one that is social, political and economic. Either our values are changing in fundamental ways, or our understanding of them is. This panel will reveal exclusive research that will help agencies and brands better navigate the New America.
Opening remarks: Chris Macdonald, President, McCann North America
Moderator: Steve Zaroff, Chief Strategy Officer, McCann North America
Devika Bulchandani, President, McCannXBC & Managing Director, McCann New York
Kathleen Hall, Corporate Vice President, Brand, Advertising & Research, Microsoft
Lilian Tomovich, Chief Experience & Marketing Officer, MGM Resorts International
2:35 - 3:05 PM – The Future of News
A healthy media industry is essential for a healthy advertising industry. The two are intertwined. However, journalism has been facing several existential threats. These include the growing dominance of platforms over both revenue and distribution, the proliferation of fake news and the emergence of new competitors - including brand advertisers turned content creators. During this panel, platforms, publishers and industry watchers shed light on the long-term future of the news business.
Moderator: Steve Rubel, Chief Content Strategist, Edelman
3:05 - 3:35 PM – Break
3:35 - 4:05 PM – What is the agency of the future?
From small independents, to integrated mid-sized agencies to mega global media players, everyone wants to have the most efficient, successful and innovative agency model for the future. Agencies of different shapes and sizes debate who’s got the winning formula.
Tamara Ingram, Chief Executive Officer, J. Walter Thompson Company
Carl Johnson, Founding Partner & Global CEO, Anomaly
Elizabeth Ross, President & CEO, PERISCOPE
Barry Wacksman, EVP, Global Chief Strategy Officer, R/GA
James Cooper, Editorial Director, Adweek
4:05 - 4:35 PM – The GateCrashers
They can be both partners and competitors. Who are the new players in the agency business, what do they do differently, and should you be concerned?
Anne Bologna, Chief Strategy Officer, iCrossing
Emma Cookson, Partner, You & Mr Jones
Andrew Keller, Global Creative Director, Creative Shop, Facebook
Glen Hartman, Managing Director - North America, Accenture Interactive
Rosemarie Ryan, Co-Founder, Co-CEO, co:collective
4:35 - 5:05 PM – Inside the minds of marketers
Top marketers discuss innovation, customer experience, lessons learned, mobile first, agency partnerships, consumer trends, and what they consider their most critical challenges and promising opportunities.
Amy Elkins, Media & Marketing Innovation, STX Entertainment
Marisa Thalberg, CMO, Taco Bell
Jason White, EVP, Head of Marketing, Beats by Dr. Dre
Doug Quenqua, Editor-In-Chief, Campaign USA
5:05 - 5:45 PM – The 4A’s Partner Awards
Sponsored by ExtremeReach