Creativity Conference Presented By Yahoo!
Creativity is the foundation for long term effective brand building. Creativity, according to Wikipedia, "is the ability to generate innovative ideas and manifest them from thought into reality. The process involves original thinking and then producing."
Our industry pays scant attention to creativity. But creativity matters more than ever in today's cluttered, fragmented world where consumers control whether to allow your marketing messages in-or not. Creativity not only helps to differentiate a brand, but is the basis for inviting customers to generate preference.
So let's elevate creativity to the level of importance it deserves. ANA's first-ever Creativity Conference will explore an array of tantalizing subjects like:
- Measuring Creativity
- Inspiring people and organizations to be creative
- Creativity = Big Time Results
- Agencies must drive creativity
- New media is the new creative
- Balancing right brain creativity with left brain analytics, procurement, accountability
When
| Begins: | Wednesday, December 8, 2010 at 7:30am |
| Ends: | Wednesday, December 8, 2010 at 4:30pm |
Where
583 Park Avenue
583 Park Avenue At 63rd St
New York, NY 10036
For venue information, please visit 583 Park Ave's website at: http://www.583parkave.com/
Hotels near the venue are:
Loews Regency Hotel, 212-759-4100
Doubletree Metropolitan Hotel, 212-752-7000
Hilton New York, 212-586-7000
Agenda
| *Live Streaming Option: We know that not everyone can travel to
our Creativity Conference, so we have decided to stream it live! It's a
great way to see sessions as they happen and communicate via chat with
other participants online. You'll be able to hear the speakers and see
their slides, just like any other webinar. |
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| 7:30am | Breakfast | |||
| 8:30am | General Session | |||
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Opening Remarks OPENING KEYNOTE: "THE MAN YOUR MAN COULD SMELL LIKE" LAST ONE IN IS A ROTTEN EGG For over a century, the Crayola brand has been synonymous with creativity and kids and both have always been at the center of Crayola's corporate culture. Throughout their history, Crayola products have been inspired by insights from parents, their children and educators which continue to shape the culture of the company today. From the office environment to the "rules for the playground", the company has not lost its roots or focus. Crayola continues to ground itself in its history and is biased for action against the purposeful goal of unleashing the originality in every child. Discover how Crayola leverages the creative minds of children to develop innovative products which have resulted in continued strong growth for their brand. Sharon Hartley GATORADE'S TRANSFORMATIONAL CREATIVITY Gatorade is well known for its iconic creative featuring some of the world's most famous athletes - Peyton Manning, Serena Williams, Derek Jeter, Michael Jordon, and many more. But the brand cannot simply rest on its past success and is now embarked on the biggest reinvention in its history, transforming Gatorade from a sports drink to a sports performance innovator. Creativity and innovation are foundational building blocks in this transformational journey. This session will focus on the creative process involved in developing, designing, and launching new products, which have successfully helped Gatorade evolve, and include discussion of its new "Mission Control" center that allows Gatorade to track and actively participate in social media conversations.
Stanley Hainsworth CAN AUTHENTICITY AND MARKETING BE FRIENDS? Steve Wax |
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| 12:30pm | Luncheon Sponsored by Yahoo! |
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THE ROI OF BEING BRAVE Audi of America has seen record gains in sales and market share over the past four years, due in large part to its breakthrough marketing efforts. The success story can be summed up in one word: bravery. A client who took a chance on a small, independent shop with no car experience. An agency/client relationship based on honest conversations, mutual trust and advocacy. A decision to buck the trend in the automotive industry and spend more on advertising during a free-falling economy. Audi of America and Venables Bell & Partners will reveal the secrets of their unique partnership and the ROI of being brave.
Paul Venables WHEN MEDIA GOT CREATIVE On a list of things that attract interest from creative people, "Media" used to rank somewhere below root canals. In recent years, the media business has transformed into an almost limitless canvas of possibilities. The potential of media is becoming unlocked and creative talent holds the key. In 2004, after 15 years as a Creative Director in advertising, Mark D'Arcy joined the Time Warner Global Media Group as its first Chief Creative Officer. Mark will share how media-led creativity is reshaping the communication arts and how the role of media companies is being revolutionized in the process.
GETTING CREATIVE WITH GARBAGE Albe Zakes THE MOST ENGAGING CONFERENCE MOMENTS To identify the most engaging moments of the Creativity Conference, ANA has invited Innerscope Research to conduct a demonstration study. A select group of event attendees will be biometrically monitored throughout the day. Their unconscious emotional responses (i.e., changes in heart rate, breathing pattern, skin sweat level, and motion) will be analyzed on site with highlights presented live at the close of the conference.
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| 4:30pm | Adjournment | |||
