Monday, April 9
7:30 AM - 8:30 AM
Breakfast – Brought to you by FreeWheel
7:30 AM - 8:30 AM
7:50 AM - 8:20 AM
Breakfast Briefing – Brought to you by FreeWheel
Nothing Can Stop Me, I’m Over-The-Top: Finding Scale in OTT
WTF is OTT, CTV and VOD? Even more important, how do you implement these buys within your broader TV and digital video strategy, achieve scale and measure results? Join Neil Smith and Lauren Bernard from FreeWheel Markets as they decode the digitization of TV from planning to implementation. In this session, you’ll learn how to integrate valuable and highly coveted OTT inventory into your video campaigns and achieve optimal results.
8:45 AM - 9:25 AM
Agency and Client Reinvention
In this session, P&G and its senior agency leaders will talk about how they are reinventing the agency-client relationship, from experimenting with new agency models and workplace efficiencies to reimagining the foundation of partnership.
9:25 AM - 10:10 AM
How Culture and Commerce are Merging
The team at Barkley has rigorously studied youth culture trends for most of the past decade. This talk will focus on Marketing to Gen Z as well as Millennials with Kids. This session will explore the emergence of Conscious Capitalism, Gen Z consumer trends, the new American family, how youth culture and Gen Z mindsets drive commerce and how new marketing frameworks impact brand strategy.
Jeff Fromm, Partner, Barkley
10:10 AM - 10:40 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.
Silla Levin, Global CEO, Forsman & Bodenfors
Evin Shutt, COO & Partner, 72andSunny
Karina Wilsher, Partner & Global COO, Anomaly
Moderator: Scott Kauffman, Chairman & CEO, MDC Partners
10:40 AM - 11:00 AM
Break – Brought to you by Media Temple
11:00 AM - 11:30 AM
Building a Better Advertising Ecosystem Together
Today’s consumers are more curious, demanding, and impatient than ever before. For brands, it’s not enough to simply grab your audience’s attention, you have to assist and empower them. Join Google’s Allan Thygesen as he shares why assistance is the new battleground for growth and how we can work together to build and strengthen an advertising ecosystem that works for agencies, brands and consumers
Allan Thygesen, President, Americas, Google
11:30 AM - 12:00 PM
The Enlightened Workplace –Addressing Power, Status and Privilege
With all the effort to diversify our industry’s workforce and create inclusive work environments, the impact of these efforts are not sustaining. It’s time to change the conversation and focus on the underlying root of these systemic issues. You will hear from experts on the dynamics of social groups and how the presence of power, status and privilege interrupt an equitable work culture.
Natasha Bowman, President and Founder, Performance ReNEW
Glenn Singleton, Founder & President, Courageous Conversation by PEG
Barbara Tint, Consultant and Professor, Barbara Tint Consulting and Portland State University
12:00 PM - 1:45 PM
12:30 PM - 1:15 PM
Lunch and Learns*
*Each attendee has the opportunity to participate in the session(s) of their choosing. Registration for the Lunch and Learns are available via the 4A's Events app in the Agenda section.
Lunch and Learn – Brought to you by dataxu
Need Some Sizzle with that Salad? How to Wow Your Clients with Advanced TV.
Join Butler, Shine, Stern & Partners and dataxu® for a lively session full of client insights and tips on the opportunities Advanced TV can bring to clients and agencies alike. Learn how BSSP used the power of Advanced TV to help BlueShield of California better reach their business goals. No boring Powerpoint slides in this presentation—promise!
Jordan Gilbertson, Associate Director of Comms Planning, Butler, Shine, Stern & Partners
Aaron Kechley, President, Platform & EVP, Marketing & Product Management, dataxu
Patrick Kiss, President, Partner, Butler, Shine, Stern & Partners
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Lunch and Learn – Brought to you by Quantcast
Differentiate Your Mindset: How Great Agencies Use AI to Strategize Client Growth
Media planning has been a standardized process for decades but can agencies be doing more to challenge conventional wisdom and push their brand strategy into the 21st century? Traditional planning models still rely on third party subscriptions, broad demographics and limited panel research, but what if AI could do all the heavy lifting in gaining a deeper understanding of your current audiences? True AI can help brands grow by optimizing against your exact audience with a laser focus on efficiency while simultaneously unlocking new audiences. Discover tremendous growth opportunities and deliver tangible human-level insights that differentiate your agency from the next.
Steven Feldman, Director of Partnership Marketing, Quantcast
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Lunch and Learn – Brought to you by Roku
OTT Trends and New Measurement Capabilities
Over the past two years, over-the-top (OTT) advertising measurement has caught up to – and in some cases, is surpassing – traditional TV measurement. For marketers, OTT combines the branding power of TV with the data and precision of digital. New advanced analytics tools are helping the innovative brands and agencies quantify OTT campaign results and seize the shift in consumer viewing to streamed content.
Dan Robbins, Head of Ad Research, Roku
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Lunch and Learn – Brought to you by V12 Data
Data is the New Media: How Omnichannel Data is Revolutionizing Consumer Engagement
It's no secret that the modern consumer expects meaningful and personalized interactions with brands, but it is no longer enough to have a single customer view compiled from numerous customer channels to deliver a seamless exerience.
Brands must expand and leverage the customer view through advanced analytics, digital data assets, and in-market indicators. By integrating numerous data points, marketers can move from a singular customer view to an omnichannel view to better understand their customers from every angle.
In this session, hosted by people-based audience provider V12 Data, you'll learn how to apply advancements in data, technology and analytics to expand the customer view for richer, omnichannel consumer engagement.
Specific topics will include
- How to develop a holistic, cross-channel customer view with your 1st party data and 3rd party data enhancements
- How to infuse purchase trigger data to create better customer experiences and reach consumers further down the sales funnel
- How to use analytics to predict purchase propensities, design optimal customer journeys, and create personalized offers and recommendations
Anders Ekman, CEO, V12 Data
1:45 PM - 3:30 PM
4A's Learning Tracks*
*Each attendee has the opportunity to participate in the session(s) of their choosing. Registration for the 4A's Learning Tracks are available via the 4A's Events app in the Agenda section.
1:45 PM - 3:15 PM
Introduction to Courageous Conversations about Race: An Interactive Workshop
Experience a condensed version of the award-winning protocol called Courageous Conversation. Pacific Education Group (PEG) developed this framework to effectively engage, sustain and deepen interracial dialogue. PEG is dedicated to helping address persistent racial disparities intentionally, explicitly, and comprehensively. Several agencies have experienced a culture transformation that comes as a result of this workshop. The 4A’s is proud to have Courageous Conversations about Race as part of the Enlightened Workplace Certification ™ learning series.
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1:45 PM - 2:30 PM
Quebec-based Cirque du Soleil will host this interactive workshop designed to stimulate creativity, curiosity, and innovation. Participants will discover the spirit of imagination that fueled both Cirque du Soleil’s inception and the dynamic spectacles Cirque produces worldwide. Next, attendees will be challenged to apply Cirque du Soleil’s approach to creativity by participating in a simulation. This activity will help attendees access and apply out-of-the-box thinking in real time.
Jay Guilford, Creative Content Strategist, Cirque du Soleil
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1:45 PM - 2:30 PM
What's your Data IQ? (Hint: You Can Only Attribute What You Can Quantify)
Data is difficult; there is a lot of it, and the sources and characteristics vary widely. The capture and quantification of consumer touchpoints across devices and channels is increasingly complex. How do you harness this data to optimize brand performance? This session will look at data quality, use of data for planning, targeting, measurement and attribution.
Aaron Fetters, SVP of National Agency and CPG, comScore, Inc.
Bryson Gordon, EVP, Advanced Advertising, Viacom
George Musi, EVP – Data, Analytics & Insights, Blue 449
Jonathan Steuer, Chief Research Officer, Omnicom Media Group
Moderator: Jane Clarke, CEO, Managing Director, Coalition for Innovative Media Measurement (CIMM)
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2:45 PM - 3:30 PM
Behind the Scenes of Strategic Planning: Creating a New Agency Model
Join Laura Rowan, Group Strategy Director at Anomaly, as she shares the compelling story behind the work the agency created for their clients, The Hershey Company/Jolly Rancher and cannabis brand Dosist. Get the inside story to the critical thinking behind these two distinct campaigns and how the strategies and ideas forced Anomaly to rethink their agency model to deliver business for both. Anomaly received two Gold Awards at the 2017 Jay Chiat Awards, held during 4A's Strategy Festival this past September.
Laura Rowan, Group Strategy Director, Anomaly
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2:45 PM - 3:30 PM
What's in Your Tech Stack Matters - The Critical Layers of Performance Management
As the media landscape evolves and technology progresses, having a smart backbone to manage the flow of data, media connectivity, and attribution needs is essential. How you build your tech stack is critical to your ability to manage data and message flow, and ultimately your success.
Richard Bush, Chief Product and Technology Officer, NYIAX
Charles Cantu, CEO and Founder, Huddled Masses
Alanna Gombert, Global Chief Revenue Officer, MetaX
Jason Harrison, President and Client Partner, Essence
Vik Kathuria, Chief Revenue Officer, Sonobi
David Murnick, EVP, Digital Operations & Technology, Amplifi US
3:30 PM - 4:00 PM
4:00 PM - 4:30 PM
Trust: The Cornerstone for Strong Client-Agency Relationships
Trust in the media ecosystem has never been more vital—trust with media partners, trust with consumers, and trust between marketers and their agencies. In this fireside chat, Steve King, CEO of Publicis Media, and Julie Rieger, President and Chief Data Strategist and Head of Media for 20th Century Fox Film, will discuss the importance of trust, delivering on this imperative, and how it manifests into great work and strong relationships.
Moderator: Lindsay Rittenhouse, Staff Writer, Adweek
4:30 PM - 5:00 PM
Artificial Intelligence and the 'Hive Mind'
Imagine a "Hive Mind" that amplifies the knowledge, wisdom, and intuitions of human populations, creating an "Artificial Expert" that can answer questions, make predictions, and generate insights that are far more accurate than the individuals could produce on their own. A new technology called Swarm AI is making this possible and it could be our best defense against the emerging dangers of traditional AI. That's because unlike most approaches to AI that aim to replace people with technology, Swarm AI keeps humans in the loop, amplifying not just human intelligence, but human values, morals, creativity, and sensibilities. Louis Rosenberg, PhD is the Founder & CEO of Unanimous AI, an artificial intelligence company that develops AI systems modeled after biological swarms. He will review the biological basis for the technology, the long term implications to society, and current uses in industry.
Louis Rosenberg, CEO & Founder, Unanimous AI
5:00 PM - 6:00 PM
The Girl's Lounge – Presented by The Female Quotient
What If...Stories From the Students of Parkland
Aaliyah Eastmond, Parkland Survivor
Ava Schneider, Parkland Survivor
Dylan Kraemer, Parkland Survivor
Eden Hebron, Parkland Survivor
Jayden Bier, Parkland Survivor
Sam Schneider, Parkland Survivor
Jeff Vespa, Photographer and Creator of “What If” Campaign
Jeniffer Goldman Freeman, Advisor, “What If” Campaign
Wendy Zipes Hunter, Advisor, “What If” Campaign and “Never Again”
6:00 PM - 8:00 PM
4A’s Partner Awards and Ceremony – Presented by Pinterest
Cocktail Reception and Entertainment
Americana 1, 2 and 3