2014 Symposium

Reimagining the Agency of the Future

Agency Innovation Lab (ANA/Advertising Educational Foundation (AEF) partnership initiative)  

Pre-conference Innovation Lab at ANA’s Masters of Marketing Conference, Orlando, FL
Wednesday, October 15, 2014

Keynote:

Pat Lafferty – CEO, BBH North America

Facilitator:

Paul Kurnit – CEO, PS Insights; Professor, Pace University

Panelists

  • Neal Burns, Professor, University of Texas at Austin
  • Alison Fahey, Chief Marketing Officer, 4A’s
  • Rosemarie Ryan, Co-Founder, co:collective

As marketers re-imagine the agency of the future, clearly, change is needed. Marketers need more from agencies. And, agencies have much more to give. We need new ways of working, and fast. What’s right? What’s wrong? And, what are we going to do about it?  This facilitated learning lab will explore how agencies and marketers can achieve greatness, together. Utilizing ANA’s L.E.A.D. learning model, this conversation will explore the changing dynamics of the advertising business. It will help senior client marketers and agency leaders reimagine their relationship and purpose as idea developers, brand innovators and intellectual property creators. Inspired by thoughts from Pat Lafferty and a panel of experts who will share their unique perspectives on how the client-agency relationship must change, topics will explore relationships then and now, new models, diverse integrated capabilities, consumer centered brand engagement, innovations to drive compelling content, and new and emerging platforms.

Rosen Shingle Creek
Orlando, Florida

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi