Tuesday, April 10

4A's Accelerate


7:30 AM - 8:30 AM
Breakfast and Registration
Americana 4 and Americana Rotunda


8:30 AM - 8:45 AM
Welcome and Overview

Marla Kaplowitz, President & CEO, 4A's

Emcee: Greg Stern, Co-founder and CEO, BSSP and 4A's Board Chair


8:45 AM - 9:15 AM
Opening Keynote

 


9:15 AM - 9:45 AM
Agency/Client Case Study - Creativity


TBD


9:45 AM - 10:15 AM
Solo Presentation


10:15 AM - 10:45 AM
Break


10:45 AM - 11:15 AM
Ad Assurance - The Call for Brand Safe and Consumer Safe Advertising 

On March 19th, the industry will come together to talk about how we move toward both brand and consumer safety: come hear what the conversation was at the Ad Assurance Forum, what our industry action plan is, and hear from Edelman how central consumer trust is to the advertising ecosystem.


11:15 AM - 11:45 AM
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?

Panelists: TBD
Moderator:
David Sable, Global CEO, Young & Rubicam and Board Chairman, Ad Council


11:45 AM - 12:15 PM

A Conversation About "Frenemies: The Epic Disruption of the Ad Business (and Everything Else)"

Get an early, inside look at the widely anticipated book on the advertising industry by the author of Googled: The End of the World as We Know it. Auletta writes that advertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media.

He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, others "frenemies." He finds we are a long way from the days of Don Draper; as Mad Men is turned into Math Men (and women), and as an instinctual art is transformed into a science.

Ken Auletta, Best-selling Author, Writer for The New Yorker
Bill Koenigsberg, President, CEO and Founder, Horizon Media


12:15 PM - 2:00 PM
Lunch
Americana 4

12:15 PM - 2:00 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.


2:00 PM - 3:45 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.

2:00 PM - 3:30 PM
Improv with the Upright Citizens Brigade Theater

Improv comedy teams routinely create funny performances on the fly. In this interactive workshop you'll learn the comedy fundamentals that double as professional skills with performers from the Upright Citizens Brigade Theater. Experience how comedians use "Yes And" to upgrade communicating, and test practical tools to be more creative and productive with coworkers. You'll leave this session with simple improv principals that will make collaborations exciting, rewarding and intuitive. It's easy and fun and we won't force anyone on stage- we promise!

Chelsea Clarke, Performer and Instructor, Upright Citizens Brigade, Director of Corporate Learning, UCB Industries
Abra Tabak, Performer and Instructor, Upright Citizens Brigade

2:00 PM - 2:45 PM
Advertising Assurance - Consumers & Brands Together for Common Good

On March 19th, the industry will come together to talk about how we move toward both brand and consumer safety. With technology providing numerous options for consumer access to content, we also collectively have the responsibility to safeguard consumers and the brands we work with to ensure balanced environments where brands and consumers can coexist with trust.

Brian Quinn, President, OpenSlate

2:00 PM - 2:45 PM
When the World Can Talk Back- Audio Branding and the Age of Voice Assistants    

Delightful or frustrating, promising and limited, voice assistants are becoming a part of everyday experience and quickly being integrated into multiple connected device ecosystems. Hear from thought leaders on how brands can create differentiated and meaningful experiences with the new opportunities being created with voice activated assistants.

3:00 PM - 3:45 PM
Machine Decisioning - AI Comes of Age

What will advertising process look like in the Age of AI?  Developing and delivering assets becomes different in the near future.  Come experience how machines unite assets and distribution and harness results.  Totally futuristic!

Jordan Bitterman, Chief Marketing Officer, IBM Watson Content & IoT Platform

3:00 PM - 3:45 PM
Strategies Newly Proven to Accelerate Growth and How to Apply Them in Today’s Increasingly Digital, Social, and Mobile World

Every C-Suite, marketer and agency faces a growth imperative: You either grow your brand, or it dies (often along with your career).  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 YOY increases in revenue, share, margin and brand strength. These discoveries are the result of a robust meta-analysis of recent longitudinal data and case-based evidence, from credible sources around the world (including Deloitte, Accenture, WARC, the IPA, ARF and more), spanning both B2B and B2C, and many categories of business including CPG, durable goods and health care. 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.
  • 3 popular marketing rules-of-thumb now proven to be impotent because they are out of date, or never true to begin with.
  • Universal marketing strategies now proven to accelerate a brand’s growth in today’s increasingly digital, social, and mobile world.

Marsha Lindsay, Chair and Chief Strategist, Lindsay, Stone & Briggs


3:45 PM - 4:15 PM
Break


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

TBD


4:45 PM - 5:15 PM
Closing Keynote


6:00 PM - 8:00 PM
Networking Cocktail Reception and Entertainment
Americana 4