Creativity Conference Presented By Yahoo!

Tuesday, December 6, 2011

PRECONFERENCE BONUS SESSION PRESENTED BY YAHOO! (Not available via live streaming)
Yahoo!
1540 Broadway, Entrance on 45th Towards Broadway
8th Floor, 5-Star Conference Center
New York, NY 10017
Time: 2:00 - 5:00pm

WHERE DO NEW IDEAS COME FROM?
There's a lot of mumbo-jumbo attached to the process of finding a new idea. It's not really all that mysterious, because the simplest way to solve a problem is to borrow someone else's successful idea and adapt it for your purposes. As Thomas Edison said, "Your idea needs to be original only in its adaptation to the problem you are currently working on." This session identifies three basic fallacies in the creative process, and then explores six steps for making the most of existing ideas.

Steve Rivkin
Founder
Rivkin & Associates LLC and co-author of six books on marketing and innovation, including IdeaWise: How to Transform Your Ideas into Tomorrow's Innovations
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INTEL FOSTERS CREATIVITY IN THE DIGITAL AGE WITH THE CREATORS PROJECT
The Creators Project is a joint-venture by Intel and Vice to celebrate creativity and innovation through music, film, and art globally. The two organizations came together in 2010 to provide an outlet dedicated to sharing the work of visionary artists and to nurture the creation of original content in the digital world. Discover how Intel's investment in The Creators Project has effectively empowered and connected communities of innovators while strengthening the Intel brand.

Dave Haroldsen
Creative Director, The Creators Project, Global Partner Marketing
Intel Corporation
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DOUBT: UNCONVENTIONAL THINKING AS A CATALYST FOR CREATIVITY
Today more than ever we are asked to solve new problems for which there are often no conventional answers. Paul Lavoie will share insights on doubt as a catalyst for innovation in all aspects of our world. Assisted by a cocky little character called Doubt, whose teachings are supported by case stories that attest to the power of unconventional thinking to bring about positive change.

Paul Lavoie
Co-founder, Chairman
TAXI

With invited guest Brian Bomeisler, artist and educator.
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CAPITALIZING ON THE CREATIVE CANVAS
With the ever-evolving digital canvas, Yahoo!, in partnership with Innerscope Research, used cutting edge research techniques to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units, in the study "Capitalizing on the Creative Canvas".

By using eye-tracking and biometric measures, this new study discovered how ads that properly capitalize on new digital creative canvases resonate emotionally with consumers and help marketers achieve their objectives. It is becoming vital to uncover creative best practices with new ad formats, as digital advertising continues to evolve, and there is a shift towards bigger and more dynamic ad units. Yahoo! looked at how consumers respond at a non-conscious level to specific elements within their innovative expanded digital canvas, the Login Page Takeover ad, and emerged with five creative best practices for how advertisers can leverage larger online ad units to achieve their marketing goals.

Lauren Weinberg
Vice President, Insights and Research
Yahoo!
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Wednesday, December 7, 2011

General Session

OPENING REMARKS
Bob Liodice
President and Chief Executive Officer
ANA
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INSIGHTS FROM ONE OF "THE MOST CREATIVE PEOPLE IN BUSINESS"
Debra Sandler, chief consumer officer at Mars, was recently recognized by Fast Company as one of the 100 most creative people in business. That's quite an honor. According to the publication, Ms. Sandler has helped push the company to reimagine some of its most iconic brands. Accomplishments include the development of M&M's Pretzel Chocolate Candies, which were honored as the Consumer Survey Product Innovation product of the year.

Debra Sandler
Chief Consumer Officer
Mars Chocolate, N.A.
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THE POWER OF DESIGN
As head of global strategic design at 3M, Mauro Porcini is charged with infusing the role and importance of design throughout the organization. He is a transplant to Minnesota from 3M's Milan office. "In Milan, you breathe design. I'm trying to bring some of that here," says Mauro. At 3M, design is a key to differentiating products, packaging, in-store displays, and more in an increasingly crowded marketplace. Mauro Porcini, recently recognized as one of the 50 most influential designers in America, a modern day renaissance man who loves Six Sigma and owns sixty-five pairs of shoes, is transforming 3M via design.

Mauro Porcini
Head of Global Design
3M Company

Q&A Session
Paul Lavoie
Co-founder, Chairman
TAXI
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SEATTLE'S BEST COFFEE GETS CREATIVE WITH SOCIAL MEDIA
Seattle's Best Coffee set out to pioneer a better, easier way to pick your perfect cup of coffee - the new Level System. From light, bright Level 1 to the bold intensity of Level 5, there's an expertly blended Level for everyone. The brand needed a big idea to help tell the story of the five Levels, build their Facebook community and drive product trial. A creative solution was developed by Zeno Group and Creature who brought in Second City Communications - the world's premier comedy club/theatre and school of improvisation - to bring the idea to life. Together, they planned a twenty-four hour, live-streaming improv show on Facebook to make custom content for and deliver coffee to fans. This unique, interactive experience generated immediate results. In just twenty-four hours, more than 100,000 new fans joined the community and 40,000 custom coffee samples were delivered to participants. Hear the compelling case study delivered in a fun and interactive presentation.

Tom Yorton
Chief Executive Officer
Second City Communications, Inc.

Robson Grieve
President
Creature
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THE CREATIVITY OF THE DIGITAL CANVAS
The world of digital advertising has exploded, yet most advertisers still think of it in two simple ways: search and display. In this session, learn how advertisers are creating impactful branding campaigns online via personalized experiences in premium content across multiple screens. By utilizing the creativity and scale of the digital canvas, these advertisers are delivering brand messages that won't be missed and are engaging consumers on a personal level.

Andrew Przybyszewski
Creative Director, Marketing Solutions
Yahoo!
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General Session cont.

THE EIGHT HABITS OF HIGHLY CREATIVE MARKETERS
How can marketers create great work? The question itself brings to mind timeworn platitudes about thinking outside the box and taking risks. And while these clichés have always contained an element of truth, the need for novel solutions and risk tolerance has never been greater. In a world of social media and real-time public opinion, many effective creative solutions are high-stakes wagers. Talking to some marketers and agency executives about what it takes to do innovative, effective work, some principles came up again and again. This session take you through the principles, as well as some of the best work that illustrates these lessons in action.

Abbey Klaassen
Editor
Advertising Age

Ann-Christine Diaz
Editor
Creativity-online.com
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HOW DREAMWORKS MARRIES CREATIVITY AND TECHNOLOGY TO DRIVE SUCCESS
The marriage of technology and creativity have long been a legacy at DreamWorks Animation, and is now becoming the Holy Grail among many leading companies, in Hollywood and beyond. At DreamWorks, the key to the innovation behind creatively and strategically linking creativity with technology is a closely aligned relationship between the CEO, CTO and CMO. This is a relationship that will only continue to grow in importance over time, but will play an even more critical role in a company's strategic vision.  In this session, DreamWorks will have a discussion with the CMO Network Editor at Forbes on the importance of synergies between these roles in the C-suite, providing examples of the evolution of the marketing function from the 'Shrek' franchise and 'Monsters Vs. Aliens' to 'How to Train Your Dragon' and 'Puss in Boots,' directly linking the successes to the long-term business performance of the company.

Susan Spencer
Head of National Promotions and Marketing Services
DreamWorks Animation

Jennifer Rooney
Editor, CMO Network
Forbes
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HOW WIEDEN + KENNEDY FOSTERS CREATIVITY AND INNOVATION
Mark Fitzloff, executive creative director at Wieden + Kennedy was named one of Advertising Age's "The Creativity 50" in 2011. Mark served on the Cannes jury this past year and his outstanding work on re-inventing the Old Spice brand and the Levis "Go Forth" campaign resulted in many industry awards. In this session, you will learn ways to infuse creativity throughout your organization, how to develop and leverage client/agency relationships to foster creativity and the factors unique to Wieden + Kennedy that have enabled creative success across a diverse portfolio of clients.

Mark Fitzloff
Executive Creative Director, Portland
Wieden + Kennedy
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