Sunday, April 8

4A's Management Practitioners Forum
(members only)

7:30 AM - 8:30 AM

8:30 AM - 8:40 AM
Welcome and Overview of the Day

Marla Kaplowitz, CEO & President, 4A's
Mark Bachmann, Partner & Chief Client Officer, Marcus Thomas
Andrew Graff, Chief Executive Officer, A&G

8:40 AM - 9:40 AM
Driving Creativity, Commerce and Culture

Creativity is the spark that accelerates business growth and connects brand campaigns with culturally relevant dynamics. Creativity is the unique, sustaining, leverageable skill that drives the marketing services industry. Agency SMEs discuss the dimensions of creativity, share case examples, and discuss the foundational components and environmental considerations that facilitate creative inspiration.

David Angelo, CEO and Founder, David&Goliath
Carmen Graf, SVP Executive Media Director, GSD&M
Sarah Watson, Chairman, Global Chief Strategy Officer, BBH


9:40 AM - 10:10 AM
A Commitment to Culture: The Best Business Decision We Ever Made

While every agency has a culture, not every agency culture is nurtured to its fullest. At Moxie, an ongoing commitment to culture has enabled the agency to effectively navigate a series of events that commonly leave agencies without a clear understanding of who they are and where they fit in the world; Moxie’s acquisition by a holding company, acquisition of others, holding company realignment, five leadership changes, multiple office expansions, client wins, client losses and everything in between.
Through it all, Moxie has invested meaningfully in the agency’s culture, a demonstrative effort that has maintained Moxie’s identity, galvanized employees, catalyzed client engagements and provided a North Star by which Moxie operates day-in and day-out. Moxie has had the courage to live on the fringe of “what’s next” for the better part of two decades and by doubling down on investment in the agency’s culture over the last three years, spurred the most successful period in the agency’s history.

Sean Reardon, Chief Executive Officer, Zenith USA, Moxie

10:10 AM - 10:40 AM
10 Tips in 20 Minutes to Tip Your Pitch in the Winning Direction

Do you ever think that the best pitch team wins the pitch? Want to know what really creates connections for chemistry meetings? Ever wonder what works in a work session? Don't you wish you could be a fly on the wall in some of those other agencies pitch meetings to witness best and worst practices from competitive agencies?  See the dos and don’ts through the eyes of a search consultant who has managed a myriad of new business pitches over the past 17 years.  Learn about the good, bad and ugly through stories and examples of what resonates and what should be buried.  Listen to Lisa give agencies the advice they need to put their best foot forward and increase their chances of winning new accounts.

Lisa Colantuono, Co-President, AAR Partners

10:40 AM - 11:00 AM

11:00 AM - 12:00 PM
The Trust Dividend

Trust always affects two measurable outcomes: Speed & Cost. These also happen to be the two most important variables in this industry. Advertising is the process by which trust is monetized—certainly with consumers and the public, but before that, between agencies and clients, and before that, between agencies and employees. Right now the advertising industry is paying a significant, and expensive “low-trust tax.” Becoming the high-trust player has never been more urgent. In this hands-on session we will take an in-depth look at the hard economics of trust for an advertising management practitioner, and explore how to create a “high-trust dividend.”

David Kasperson, Director of Speaking & Business Development, Franklin Covey’s Speed of Trust Practice

12:00 PM - 12:30 PM
Agency-Client Warning Signs: Client Success Plans: A Path to Agency Growth

TBWA\WORLDHEALTH has evolved a compelling approach to agency -client relationship management. The agency has identified 11 warning signs and an action plan process for solidifying client relationships that has dramatically reduced client churn. Robin Shapiro will discuss the agency’s early warning signs process, share key relationship warning signs and overview elements of a proactive client success plans process that has helped the agency address potential relationship issues before they disrupt engagement with a client.

Robin Shapiro, Global President, TBWA\WorldHealth

12:30 PM - 1:30 PM
Lunch sponsored by dataxu

1:30 PM - 2:00 PM
Agency Case Story – Meet Laughlin Constable

Laughlin Constable is celebrating its 40th anniversary by re-inventing the agency. The agency’s reinvigorated management team is injecting digital innovation into the agency’s DNA. LC has become noted for its Digital Summits and prowess in AI, content marketing, native advertising and data stewardship. LC‘s leadership spans IP development and a dynamic culture that has been recognized as one of the industry’s best places to work.

Mat Lignel, President and CEO, Laughlin Constable

2:00 PM - 2:30 PM
Making Agile Work in Agencies

Agencies are facing more and more project work and also challenged to deliver quality work quickly and efficiently. The adoption of “Software Agile” techniques in the software industry created dramatic increases in the speed and quality of delivery.  But most agencies struggle to get similar results, and the Software Agile processes typically don’t scale well across a multi-disciplinary, multi-project environment like that found in agencies.  Having successfully implemented Agile techniques at almost 100 agencies – and seen them tried at hundreds more – Jack Skeels will explain which techniques work and don’t, why that is, and what sort of results you should expect in your implementation.

Jack Skeels, CEO, AgencyAgile, Inc

2:30 PM - 3:10 PM
Choice Architecture in Agency Compensation

Why does every major marketer offer options when they price, package and sell their products and services?  What do they know that we (agencies) don’t?

Brand marketers give their customers a set of choices: different sizes, different features — and of course — different prices.  These powerful "choice architecture"  techniques can be easily be adopted by professional service firms like agencies. Agencies that offer options in place of a single price experience higher average revenues for the same work and a more effective sell-in process. In this session, you’ll learn how to apply behavioral economic and value engineering principles which can help change the conversation with clients to a dialog on outputs and deliverables instead of getting mired in a discussion about hourly rates and staffing plans.

Tim Williams, Founding Partner, Ignition Consulting Group

3:10 PM - 3:30 PM

3:30 PM - 4:10 PM
The Client Point of View


Deb Giampoli, Partner, Stone Soup Consultants, LLC
Jim Harrington, Chief Marketing Officer, Cremo Company

Moderator: TBC

4:10 PM - 4:50 PM
Agency Models and Models of the Future

MPF attendees will learn how industry thought leaders have been evolving their agency models and learn about models, service capabilities and resources that will be needed to succeed in the future.

Business development strategies that will be addressed in the session will include:

  • Client service models including range of services and unique specialist expertise
  • In-house capabilities and out-sourced partnerships
  • Talent skill set requirements
  • Operations systems and structures
  • Changes on the horizon

Courtney Buechert, CEO, Eleven Inc
John Gatesman, CEO, Gatesman
Britton Upham, GM, McGarrah Jessee
Russ WIlliams, CEO, Archer Malmo

Moderator: TBC

4:50 PM - 5:00 PM
Key Learnings

Andrew Graff, Chief Executive Officer, Allen & Gerritsen
Mark Bachmann, Partner, Chief Client Officer, Marcus Thomas

Agency Culture Story  “Accelerating Business Growth through Transformation of Agency Culture”
Meredith Vaughn, CEO, Vladimir Jones

Monday, April 9

4A's Accelerate

7:45 AM - 8:45 AM

8:45 AM - 9:00 AM

Marla Kaplowitz, President & CEO, 4A's

9:00 AM - 9:30 AM
Opening Keynote

9:30 AM - 10:00 AM
Inside Agency Culture
How do creative and entrepreneurial organizations retain their unique cultures as they grow in size and ambition? What can we learn from organizations that move from founder-led cultures beyond the first generation of leaders? MDC Partners CEO and three agency leaders discuss how they’ve challenged the industry and scaled their success, while shaping, protecting and evolving their respective cultures, all within the context of unique and differentiated models.

Scott Kauffman, CEO, MDC Partners
Evin Shutt, COO & Partner, 72andSunny
Karina Wilsher, Global COO, Anomaly
Silla Levin, Global CEO, Forsman & Bodenfors
Moderator TBD

10:00 AM - 10:45 AM
How Culture and Commerce are Merging: Marketing to Gen Z and Millennials
While some brands fear the unknown of the “innovation generation,” the real leaders are those who engage and interact with today’s Millennial Mindset® consumers. Consumers who are hyper-connected, content-consuming and more likely to listen to their peers than traditional forms of marketing. Millennials are influencing the attitudes of older generations of consumers and we have the research to prove the financial impact of this influence.

Jeff Fromm, President, FutureCast

10:45 AM - 11:15 AM

11:15 AM - 11:45 AM
Trust and Partnership: An Agency and Client Conversation

Steve King, CEO, Publicis Media
Julie Rieger, President, Chief Data Strategist & Head of Media, 20th Century Fox Film

11:45 AM - 12:15 PM
Culture of Belonging and Diversity

Courageous conversations on race

Glenn Singleton, Founder and President, Pacific Educational Group

12:15 PM - 1:30 PM
Lunch and Lunch and Learns

1:45 PM - 3:30 PM
4A's Learning Tracks

1:45 PM - 3:15 PM
Courageous Conversations  
Glenn Singleton, Founder and President, Pacific Educational Group

1:45 PM - 3:15 PM
Upright Citizens Brigade will host this interactive workshop designed to enhance presentation skills, creative collaboration and on-your-feet thinking. UCB, the improvisational theatre troupe founded by Amy Poehler, Matt Besser, Ian Roberts and Matt Walsh, will draw on its expertise of improv, sketch writing and comedy skills to illustrate the best way to get your message across. 

1:45 PM - 2:30 PM

2:45 PM - 3:30 PM

3:30 PM - 4:00 PM

4:00 PM - 4:30 PM
Machine Learning

Louis Rosenberg
, CEO & Founder, Unanimous AI

4:30 PM - 5:00 PM
Closing Keynote

6:00 PM - 8:00 PM
4A’s Partner Awards and Award Ceremony
Cocktail Reception and Entertainment

Tuesday, April 10

4A's Accelerate

7:45 AM - 8:45 AM

8:45 AM - 9:00 AM

Marla Kaplowitz, President & CEO, 4A's


9:00 AM - 9:30 AM
Opening Keynote


9:30 AM - 10:00 AM
Agency/Client case study - Creativity


10:00 AM - 10:30 AM


10:30 AM - 11:00 AM


11:00 AM - 11:30 AM
Agency/Client case study - Diversity & Talent


11:30 AM - 12:00 PM
Brands as Activists

Once avoided by brands, more marketers are willing to make a statement in their marketing messages that would once have been considered too political, too environmental, or simply out of bounds. But now, whether it's promoting equal pay, embracing diversity, challenging stereotypes, or fueling female empowerment, brands are putting stakes in the ground on any number of issues. Those jumping into the fray say the key to authentic messaging is not just figuring out how you can take a
stand—it's also ensuring you can own it. Which brands are doing this best and how? What are the risks? Does it help or hurt the brand?

David Sable, Global CEO, Young & Rubicam and Board Chairman, Ad Council
Others TBD

12:00 PM - 12:30 PM
Changing Nature of Agencies

Rebecca Lieb, Author & Advisor, Kaleido Insights 

12:30 PM - 1:45 PM
Lunch and Lunch and Learns

2:00 PM - 3:45 PM
4A's Learning Tracks

2:00 PM - 2:45 PM
Creative Technologies

2:00 PM - 2:45 PM

2:00 PM - 2:45 PM

3:00 PM - 3:45 PM

3:00 PM - 3:45 PM
Unleashing Creativity

Quebec-based Cirque du Soleil will host this interactive workshop designed to stimulate creativity, curiosity, innovation and synergy by harnessing the performance group's principals and best practices.  

3:00 PM - 3:45 PM
Business Growth & Opportunities

Every C-Suite, marketer and agency faces a growth imperative. Increase your odds of success by applying findings from a study on strategies newly proven to lift the performance of short-term activation efforts while at the same time driving year-over-year increases in revenue, share, margin and brand strength. Undertaken by Lindsay, Stone & Briggs, and presented by the company’s Chief Strategist Marsha Lindsay, revelations include: The ways most everyone in marketing is inadvertently thwarting the very growth they are charged with driving and universal marketing strategies proven to accelerate a brand’s growth in today’s increasingly digital, social, and mobile world.

Marsha Lindsay, Chief Strategist, Lindsay, Stone & Briggs

3:45 PM - 4:15 PM

4:15 PM - 4:45 PM
Agency/Client Case Study - Creativity, Culture, Commerce


4:45 PM - 5:15 PM
Closing Keynote

6:00 PM - 8:00 PM
Networking Cocktail Reception and Entertainment