Tuesday, April 10
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 Alphonso
8:45 AM - 9:15 AM
John Leguizamo on Being Latino in Hollywood and the Latino Marketing Opportunity
As a multi-faceted, award-winning star of the stage and screen and co-founder of NGL Collective, a leading Latino media and entertainment company, John Leguizamo is always happy to share his thoughts on being Latino in Hollywood, and the best ways to connect with the highly coveted Latino audience. With NGL, John is working to refresh the Latino media and entertainment narrative and connect advertisers with today's Latino audience through inspiring, culturally-relevant content delivered across platforms. Leguizamo's work is well known in film, theatre, television and literature. He just wrapped another successful stint on Broadway with his latest critically acclaimed one-man show, Latin History for Morons. Most recently, John also appeared in the final season of Bloodline on Netflix.
John Leguizamo, Actor and Partner, NGL Collective
9:15 AM - 9:45 AM
Why Diverse Leadership Matters
This is not your typical female leadership, diversity discussion. We are in the midst of a long overdue industry-wide call for more equity, diversity and empowerment, this movement is not just about doing what is right. It's also about doing what is best for business and how a diverse workforce leads to increased creativity. This panel will highlight the benefits of diversity and female leadership, providing statistical justification, personal testimonies and actionable steps for approaching and achieving equality objectives in a way that makes them as much of a priority as any other business or financial goal.
9:45 AM - 10:15 AM
How A Strengths Based Company Drives Talent & Growth
Facebook was recently named Glassdoor's top place to work for the third year in a row, so what goes into earning this recognition? To start, a relentless focus on the company's mission and culture. Join Facebook's Nada Stirratt, VP of Global Marketing Solutions, North America, as she details three key focus areas for hiring and retaining top talent in advertising and marketing. Leading agency voices will also join Nada on stage to discuss talent challenges and opportunities, and will provide a behind-the-scenes view into recent 'Vision Writing' workshops that empower and inspire teams for the year ahead.
Nada Stirratt, VP, Global Marketing Solutions, North America, Facebook
10:15 AM - 10:45 AM
10:45 AM - 11:15 AM
Advertising Assurance & the Crisis of Confidence
A Two Part Session:
- A recap of the March 19 Advertising Assurance Work Sessions in NYC
- The Edelman Trust Barometer on Consumer Confidence
There is a desperate search [among consumers] for the terra firma of stability and truth. In the 4th wave of the Trust Tsunami, the rise of disinformation, is perhaps the most insidious because it undermines the very essence of rational discourse and decision- making. Learn from Matt Harrington, Global COO of Edelman, just how deeply fake news, fraud, and piracy impact the average consumer. It will change how you view brand safety.
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?
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.
12:15 PM - 2:00 PM
12:45 PM - 1:30 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 Freewheel
Lunch and Learn – Brought to you by Liveramp
Lunch and Learn – TBD
Lunch and Learn – TBD
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!
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. Come be the change you want to see in the ecosystem.
2:00 PM - 2:45 PM
Put the Jingle in the Drawer – Preparing for a Sound First World
As human beings, we’re wired for sound, reacting to it faster than any other sense. Even though it’s the most universal form of communication, sound has historically been far from top of mind for marketers and advertisers, used as a marketing add on if at all. Those days are over. The sonic experts from Man Made Music, a strategic music and sound studio, are here to tell you: Get Prepared for a Sound First World.
New technologies, old methods. With the rapid proliferation of voice driven activations in home, car, office and beyond, voice and sound will have much broader implications for how brands advertise and market. Alexa apps and podcasts are just the beginning, learn how sound and voice will evolve into one of the fundamental connections to customers and audiences, establishing loyalty, credibility, creative experiences, storytelling and brand identity. New technologies through our oldest most vital sense, sound. Don’t get left behind.
3:00 PM - 3:45 PM
Machine Decisioning - AI Comes of Age
What will the advertising process look like in the Age of AI? How we develop and deliver assets in the near future will change significantly. Come experience how machines unite assets and distribution and drive a new advertising context. Totally futuristic!
Jordan Bitterman, CMO, IBM Watson Content & IoT Platform
Ed DeCaria, Chief Product Officer, Nucleal
Grant McDougall, CEO, Blackbelt.ai
Deb Ray, Chief Technology Officer, End Cue
Other Panelists: TBD
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
4:15 PM - 4:45 PM
Agency/Client Case Study - Creativity, Culture, Commerce
4:45 PM - 5:15 PM
6:00 PM - 8:00 PM
Networking Cocktail Reception and Entertainment