Monday, April 9
7:30 AM - 8:30 AM
Breakfast and Registration
Americana 4 and Americana Rotunda
7:50 AM - 8:20 AM
Breakfast Briefing – Brought to you by Freewheel
8:45 AM - 9:15 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.
9:15 AM - 10:00 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
10:00 AM - 10:30 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
10:30 AM - 11:00 AM
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 will have the opportunity to participate in the session(s) of their choosing. Registration for the Lunch and Learns will be available via the event app, scheduled to launch on Monday, April 2.
Lunch and Learn – Brought to you by DataXu
Lunch and Learn – Brought to you by Quantcast
Lunch and Learn – Brought to you by Roku
Lunch and Learn – Brought to you by V12
1:45 PM - 3:30 PM
4A's Learning Tracks*
*Each attendee will have the opportunity to participate in the session(s) of their choosing. Registration for the Learning Tracks will be available via the event app, scheduled to launch on Monday, April 2.
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.
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
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.
Josh Chasin, Chief Research Officer, comScore, Inc.
Bryson Gordon, EVP, Advanced Advertising, Viacom
George Musi, EVP, Chief Data, Analytics & Insights Officer, Blue 449
Jonathan Steuer, Chief Research Officer, Omnicom Media Group
Other Panelists: TBD
Moderator: Jane Clarke, CEO, Managing Director, Coalition for Innovative Media Measurement (CIMM)
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
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.
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
6:00 PM - 8:00 PM
4A’s Partner Awards and Ceremony
Cocktail Reception and Entertainment
Americana 1, 2 and 3