Article Start Date
4/28/2008
Subject
About the AAAA, Advertising Industry, Events
Tools
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2008 Leadership Conference Agenda
Insights and Innovations
Sunday, April 27 (Pre-Conference)
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3:00pm |
AAAA Registration Desk Open for Participants in Monday's Executive Workshop for Small and Mid-Sized Agencies and Other Early Arrivals, Registration Desk Sponsored by Maconomy
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| 2:00pm - 5:00pm |
AAAA Government Relations Committee Meeting (committee members only)
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6:00pm - 7:00pm |
Outdoor Welcoming Reception for Attendees in Monday's Executive Workshop, Sponsored by A-Team Advisors
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| Evening |
Dinner on Your Own
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Monday, April 28
| 8:00am - 3:45pm |
Executive Workshop for Small and Mid-Sized Agencies
"Planning Tools for Tomorrow: Chaos to Nirvana in Six Hours" (AAAA and ICA Members Only)
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 8:00am - 8:25am |
Continental Breakfast for Workshop Participants
Sponsored by The New York Times
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| 8:25am - 8:30am |
Welcome by Nancy Hill, president-CEO, AAAA; and Introduction of Workshop Moderator: Andy Fletcher, president-CEO, Fletcher Martin
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| 8:30am - 9:30am |
Technology & Advertising: A Radical Perspective
David H. Freedman, contributing editor, Inc. magazine; special correspondent, Newsweek International; author, "A Perfect Mess"
The advertising industry is at the center of a maelstrom of technology-driven change, and the industry's ability to adapt will determine not only its own future, but that of the increasingly online business world and of consumerism. To be successful, agencies will have to be prepared to set aside much of what they've come to believe about consumer psychology, privacy, sponsored content, socializing, media limitations, revenue models, and internal productivity.
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| 9:30am - 10:30am |
Recruitment & Retention: When to Give and When to Let Go
Brian Brooker, chief creative officer and CEO, Barkley
What are some new strategies to find the best people? What sort of ways can you leverage internships further? How do you sell your agency to the talent? Once you have the talent, how do you keep it? What sort of "people investments" do you make as an agency and how do you know it pays off?
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| 10:30am - 10:45am |
Coffee Break
Sponsored by The New York Times
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| 10:45am - 11:30am |
We Saw the Future and We Were Not In It--So This is What We Did About It! The FKM Story
Bill Fogarty, co-chair, FKM
Rich Klein, co-chair, FKM
Learn why the principals of this successful, profitable and highly regarded 28 year-old agency determined that they needed to revamp their service offering and business model in order to be competitive and relevant in the future. Bill and Rich will discuss their perspectives on the industry, the process they used to evolve their agency, and detail some of the changes that are underway.
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| 11:30am - 12:30pm |
Going Digital: How to Bridge the Faultline
Bruce Carlisle, senior associate, interactive agency management & solutions, A-Team Advisors
Bruce will discuss the challenges facing agencies as the marketing world continues to become more digital-centric. What kind of myriad digital marketing services will your agency offer? How can agencies meet the cultural, technological, staffing, and operational hurdles of moving into the digital age? Bruce will also focus on the upside of this transition and how agencies willing to change can profit from this seismic shift.
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| 12:30pm - 1:45pm |
Lunch
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| 1:45pm - 2:45pm |
Negotiating Benefits-Based Pricing Solutions
Tim Brenton, founder and president, The Brenton Group
The AAAA best practice compensation dialogue process encourages agencies to begin compensation discussions with a robust discussion of the client's business goals and marketing objectives. It is important to establish scope of benefits as the platform for negotiating your client compensation. This presentation will help you evolve a dialogue on value, and provide the context for discussing scope of services, compensation framework and the pricing of your services.
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| 2:45pm - 3:45pm |
Perfecting Your Pitch
Mark Schnurman, president and co-founder, Filament Inc.
New business is the engine that drives agency growth and frequently the difference between winning a pitch and coming in "second" is very small. Having a few new tools in your new business toolbox can be just what is needed to raise your agency's win rate.
This session reviews six of the most typical mistakes that agencies make during the pitch process and how to address each issue. Understanding these issues may very well be the difference between winning and coming in second place.
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| 3:45pm |
SAMS Workshop Adjourns
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| 4:00pm - 6:00pm |
Meeting of New AAAA National Board of Directors (Board Members Only)
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| 7:00pm - 10:00pm |
Welcoming Reception & Buffet Dinner on The Ritz-Carlton's Dana Point Lawn, Overlooking the Pacific Ocean, for All Attendees, Sponsored by Microsoft
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Tuesday, April 29
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7:45am - 8:45am |
Continental Breakfast
Sponsored by The New York Times
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| 8:45am - 9:00am |
General Session Begins
Welcoming Remarks by Tom Carroll, president-CEO, TBWA Worldwide; incoming chairman, AAAA Board of Directors
Remarks by Tony Hopp, President & CEO, Campbell-Ewald, outgoing Chairman, AAAA Board of Directors
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9:00am - 9:15am |
Linda Sawyer, CEO, Deutsch Inc., Introduces New AAAA president-CEO, Followed With Remarks by Nancy Hill, president-CEO, AAAA
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| 9:15am - 9:45am |
There Are No Excuses for NOT Understanding the Digital Future
Irwin Gotlieb, CEO, GroupM
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| 9:45am - 10:30am |
Creative Innovation
Lee Clow, chairman and chief creative officer, TBWA Worldwide
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| 10:30am - 10:45am |
Coffee Break
Sponsored by The New York Times
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| 10:45am - 11:15am |
Clive Wilkinson, founder, Clive Wilkinson Architects
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| 11:15am - 11:45am |
Ben Silverman, co-chairman, NBC Entertainment and Universal Media Studios, interviewed by Michael Kassan, principal, Media Link LLC
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| 11:45am - 12:15pm |
Eric Schmidt, chairman and CEO, Google
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| 12:15pm - 12:25pm |
Matt Freeman, CEO Worldwide, Tribal DDB Worldwide, previews this afternoon's breakout and demonstration sessions
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| 12:25pm - 1:30pm |
Buffet Lunch for All Attendees
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| 1:30pm - 4:05pm |
The Interactive Digital Labs
Three Sessions, repeated 1:30pm – 2:15pm, 2:25pm - 3:10pm and 3:20pm - 4:05pm
The Collision of the Physical and Digital Worlds
Programmed by Colleen DeCourcy, chief digital officer, TBWA Worldwide
Demonstrations:
Apple iPhone, Google Earth & Maps, Google Mobile,
Google Print Ads, Ford Sync vehicle courtesy of
Microsoft, Nike+
The Democratization of Media: When Consumers Become Your Distributors
(this breakout is continuous until 4:05)
Programmed by Matt Freeman, CEO Worldwide, Tribal DDB Worldwide
Demonstrations:
From Google: iGoogle, YouTube, Bebo
From Microsoft: BEET, Microsoft, Xbox Live Marketplace, Video (MSNBC), Zune
From Yahoo!: Widget Bar Mobile Station, Flickr Photo Station
From The New York Times: The Democratization of Content
From Millions of Us: Virtual Worlds
In the Digital Age, What Is a Brand to Do?
Presented by Carla Hendra, chairman, Ogilvy New York, co-CEO, Ogilvy North America; and Jan Leth, vice chairman, global digital creative, Ogilvy North America
Whether you represent a technology brand, a packaged goods manufacturer or retailer, a service provider, a B-to-C or a B-to-B company—today online media and digital influence are increasingly important in building brand awareness, maintaining relevance, and creating strong, enduring customer relationships.
Using examples from companies across categories, Ms. Hendra and Mr. Leth will show how smart marketers from big and small companies are giving digital a prominent role in creating and building brands.
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| 6:00pm - 7:00pm |
Reception for All Attendees, featuring
Tribute to retiring AAAA President and CEO O. Burtch Drake,
Remarks by F. Stone Roberts, president and CEO, Roberts and Tarlow, and
Presentation of the 2008 O’Toole Awards by Chuck Porter, chairman, Crispin Porter + Bogusky; and chair, AAAA Creative Committee
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| Evening |
Dinner on Your Own
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| 10:30pm |
Late Night Entertainment in Ritz-Carlton Ballroom, Featuring Comedian Lewis Black, Sponsored by Yahoo!
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Wednesday, April 30
| 8:00am - 9:00am |
Continental Breakfast
Sponsored by The New York Times
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9:00am - 9:15am
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General Session Resumes With Recap of Previous Day by Nancy Hill, President-CEO, AAAA
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| 9:15am - 9:45am |
Jerry Yang, co-founder and CEO, Yahoo!, interviewed by David Kenny, Chairman and CEO, Digitas
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| 9:45am - 10:15am |
Anton Levy, managing director, General Atlantic Global Growth Investors, will discuss why the VC community is so high on communications agencies with Andrew Ross Sorkin, assistant editor, business & finance, chief mergers & acquistions reporter, The New York Times
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| 10:15am - 10:45am |
Brian McAndrews, senior vice president, Microsoft Advertiser & Publisher Solutions
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| 10:45am - 11:00am |
Coffee Break
Sponsored by The New York Times
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11:00am - 11:30am |
Client Expectations
Catherine Bension, president-CEO, SelectResources International
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| 11:30am - 12:15pm |
Shifting Compensation Practices: Putting a Price on Creativity
Moderated by Suzanne Vranica, advertising & marketing columnist, The Wall Street Journal
Andy Fletcher, president and CEO, Fletcher Martin
Carl Johnson, founder and partner, Anomaly
Ben Slater, director of business development, Bartle Bogle Hegarty
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| 12:15pm - 12:25pm |
Conference Wrap-Up by Tom Carroll, president-CEO, TBWA Worldwide; chairman, AAAA Board of Directors
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