RE-THINK – o zmianie modelów biznesowych agencji, współpracy z klientami i rozwoju talentów 15.09
09.30 - 10.00
10.00 - 10.35
10.35 - 11.10
11.10 - 11.20
11.20 - 12.05
12.05 - 12.45
IN IS THE NEW IN. Too many agencies talk about the death of conventional advertising in favour of their own unique approach. But too few agencies are actually any different. Yet the new digital era demands from us immediacy, connectedness, transparency and above all, proximity as the new guiding principles of ensuring any chance of success. Or to put it another way, to be most ready to wrestle the turbulent communications world we live in into true opportunity. In ways that are faster, smarter and more costeffective. It’s the reason why top clients and creative talent of all stripes are re-thinking their relationships and values, in a world no longer familiar to them. Heaven forbid, they are now even working together under the same roof, bidding goodbye to conventional borders forever. Leave everything you know at the door. David Shanks, Executive Creative Director, Oliver MAKING WORK BETTER: LESSONS FROM LEAP: ACCOUNT TO CREATIVE "Why would I take a great account guy and make him a mediocre creative?" That's what Dan Wieden told Bobby Hershfield when Bobby summoned up the courage to ask to switch to the creative department after nearly a decade spent in account service.His salary was drastically reduced, was told after 6 months if no one liked his work, he would be fired. He moved out of his apartment, went to night school and proved himself to leadership at Wieden+Kennedy and later Ogilvy & Mather and Mother. He’s now Chief Creative Officer at SS+K with a bigger apartment and many award winning campaigns including last year’s HBO Awkward Family Viewing. This talk is about what Bobby learned along the path from Assistant AE to CCO and will inspire people who want to make a switch in their advertising career; explain why the tension between account and creative doesn't have to exist and provide perspective on how to see the other side for a change (which will make the work better). Bobby Hershfield, Partner, Chief Creative Officer, SS+K HOW TO REBUILD A CREATIVE CULTURE WHEN EVERYTHING'S F*CKED On 11 July 2010, Holland played Spain in the World Cup Final. On the same day, 180 Amsterdam learnt they had lost Adidas, World Cup sponsor and their founding and biggest client. What should have been a crowning moment for the relationship between Agency and Client, was suddenly the day to end all days. Al Moseley had joined 180 Amsterdam as Managing Partner just a week prior to this seismic event. ,In this talk he charts the story of how, after the roof fell in, the rebuilding began. He shares the valuable lessons he and his partners learnt along the way. He discusses how to manage the business and the talent in a crisis. How to restore confidence in clients and those around you. How to rebuild a culture. 180 Amsterdam is now a thriving and award-winning office with twelve global clients and some of the most sought after creative talent in the world. Al Moseley, President, Chief Creative Officer, 180 Amsterdam
PRZERWA START-UP: HOW AGENCIES CAN BUILD COMPANIES FOR THE CONNECTED AGE For years Silicon Valley has been disrupting Madison Avenue, using technology to connect directly with brands and consumers to deliver utility, to inform, and to entertain. Agencies have been left to wonder: what is our purpose? As tech startups grow into mature platforms, they’re confronting their own identity crisis: how to evolve into brands with staying power. Silicon Valley needs the skills and services Madison Avenue has honed turning companies into household names. And some agencies are building on their expertise in brand communications to pioneer a third way that transcends the Valley vs. Avenue mentality. In 2013, R/GA and Techstars launched the first-ever agency-led accelerator program focused on the Internet of Things. Now in its second year, the R/GA Accelerator combines R/GA's business consulting, technology, and brand-building capabilities with Techstars’ mentor-driven approach to nurturing promising start-ups. Join R/GA CEO Bob Greenberg and the R/GA Accelerator team for a look at how this agency-led startup accelerator is harnessing disruptions in content, data, and IoT and reimagining what Madison Avenue and Silicon Valley can do for consumers. Bob Greenberg, Global Chairman, CEO, R/GA Stephen Plumlee, Global COO, Managing Director, R/GA Ventures Richard Ting, EVP, Global Chief Experience Officer, R/GA Nick Coronges, Chief Technology Officer, R/GA Barry Wacksman, Chief Growth Officer, R/GA WHISKEY, RUM, BOARD SHORTS AND ADVERTISING About six years ago, facing the new economic realities of this business, CP+B created a special group focused on developing and marketing brands owned by the agency. Today, CP+B’s new product initiatives have become a significant and growing segment of the agency’s overall business, they have helped attract and retain great talent and they will play a huge role in the agency’s future. Join Chuck Porter, chairman of CP+B, Andrew Keller, CEO of CP+B, and Neil Riddell, head of CP+B’s Brand Development Group, as they discuss what they’ve learned in creating and launching Angel’s Envy bourbon, Papa’s Pilar rum, Noll surfing apparel and Dolomite high-end outdoor gear. And learn how product design, innovation and venture capitalism all go hand in hand in the world of agency innovation. Chuck Porter, Chairman, CP+B Neil Riddell, EVP, Exec, Director, Product Innovation, CP+B Andrew Keller, Chief Executive Officer, CP+B