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2012 ANA Creativity Conference presented by Ogilvy

This event is over.

Please click here to download the Creativity Conference booklet.

Creativity is the foundation for long-term, effective brand building. Companies who are brave will be able to break through today’s cluttered, fragmented world where consumers control whether to allow your marketing messages in or not. The ANA Creativity Conference presented by Ogilvy is for anyone who is passionate about driving creativity and inspiring your team to take bold risks. You will learn from top client-side marketers and other experts who will provide actionable tips to take back to your organization.The main conference takes place December 5 with a pre-conference bonus session on the afternoon of December 4.

When
Begins:Wednesday, December 5, 2012 at 7:30am
Ends:Wednesday, December 5, 2012 at 4:30pm
Where

Main Conference on December 5:
583 Park Avenue
583 Park Avenue At 63rd Street
New York, NY 10036

Preconference on December 4:
Ogilvy
636 11th Avenue (between 46th and 47th Streets)
New York, NY 10036

Hotels near the venue are:
Loews Regency Hotel, 212-759-4100
Doubletree Metropolitan Hotel, 212-752-7000
Hilton New York, 212-586-7000

Agenda

Tuesday, December 4, 2012

2:00pm

PRE-CONFERENCE BONUS SESSION PRESENTED BY OGILVY
Ogilvy
636 11th Avenue (between 46th and 47th Streets)
New York, NY 10036
Time: 2:00pm-5:30pm

THEME: CREATIVITY IN THE AGE OF DATA
Big Data is finally enabling marketers to connect and develop relationships with its customers in ways unthinkable even two years ago.  The combination of data and creativity is sparking new kinds of advertising, and in many instances highly targeted approaches that have the potential to turbo charge ROI. This half-day conference will provide insight into some of the new ways marketers are using Big Data combined with new creative solutions to power their marketing strategy, storytelling and one-to-one communications.  Current examples of big data and creativity will be highlighted.  Additionally, this pre-conference session will provide insight into how social media is adding to the conversation and driving even greater opportunities and engagement.
_______________________________________

OPENING REMARKS

Tham Khai Meng
Worldwide Chief Creative Officer & Chairman WW Creative Council
Ogilvy & Mather
_____________________________________

BIG DATA INSPIRES CREATIVITY
When Nerds and Creatives sit side by side, the result can be truly transformation advertising. Ogilvy's Steve Simpson and Dimitri Maex discuss how Big Data can help inform and inspire new ways for marketers to really connect with their customers.  They will show what new age story telling needs to do in an era when Big Data provides a window into the needs, wants and desires of consumers and the trust that must be earned and kept by marketers.  In this new age, advertising must not only entertain and inform, but provide a service that the consumer opts into. Be it a toilet finder from Charmin or a calorie and running chart from Nike, smart marketers are combining data with big ideas in a new era of permission-based marketing.

Steve Simpson
Chief Creative Officer

Ogilvy & Mather North America

Dimitri Maex
Managing Director

OgilvyOne NY
Author, "Sexy Little Numbers"
_______________________________________

WHY CREATIVES SHOULD 'FRIEND' SOCIAL NETWORK DATA
Never before have we had such a direct link between remarkable creative and the evidence that it is just that - remarkable. With all of the data reactions available across the social Web and within Facebook, we can start to fuel creative with social insights and detect immediately just what the impact is of any creative experience we design. Join us as we look at the connection between data-driven insights, performance data and creative experiences meant to emotionally and rationally engage while also driving action.
 
John Bell
Managing Director

Social@Ogilvy

Eva Press
Strategist, Creative Solutions
Facebook
_______________________________________
 

CREATIVE APPROACHES TO UNDERSTANDING THE DATA YOU ALREADY HAVE
Many companies and brands have grown accustomed to viewing their consumer data in the same ways. And now that there’s a new fire hose of digital data flooding in, they are bombarded with lots of new data sources and data points. But let’s step back from that. Are there ways marketers can look at the more-structured data they’re accustomed to in creative new ways? What can be teased out of data gleaned over  extended periods of time? What nuggets could they be missing simply because they are relying on the same old metrics? In conjunction with all the new data flowing in, how can they better understand the variety of data sets they have already that are associated with particular brands or initiatives?

Kate Kaye
Big Data Editor
Advertising Age
 
Joe McCarthy
Former CEO
Publicis NY
Partner
The Leadership Collective

Sue Davidson
SVP, Analytics and Accountability
R/GA
 
Steve Hayden

Vice Chairman
Ogilvy & Mather
_______________________________________

DATA: THE CMO'S WEAPON FOR SUCCESS

Big Data is transforming the role and influence of the CMO within business today, given its use as an asset to drive growth and innovation. The influx of information that a company is able to draw from puts the CMO at the center, giving marketing the broadest view into these various data streams and how to use this data to impact the organization. IBM’s John Kennedy will talk about the shift in information access and how it is transforming the role of the CMO and marketer and elevating their influence and stature within the C-Suite. 

John Kennedy
Vice President, Corporate Marketing
IBM Corporation
_______________________________________
 

5:30pm

Preconference Adjournment

Wednesday, December 5, 2012

7:30am Breakfast
8:30am

OPENING REMARKS

Tham Khai Meng
Worldwide Chief Creative Officer & Chairman WW Creative Council
Ogilvy & Mather
_____________________________________

HOW CREATIVITY RE-ENERGIZED THE FISHER-PRICE BRAND
The game of branding and re-branding is a tough one--with winners, losers and “re-doers”.  Traditional branding processes no longer guarantee success, so marketers need to get creative with the why, when and how of modernizing their brands. Learn how innovative methods such as harmonizing a visual identity, re-imagining advertising, social and digital properties, and incorporating everyone (employees, agencies and consumers too!) drove effective results for the Fisher-Price brand.

Lisa Mancuso
Senior Vice President, Marketing
Fisher-Price
_______________________________________

JACK DANIEL’S:  LEVERAGING CREATIVITY TO DELIGHT OUR FRIENDS FOR OVER 145 YEARS
In the digital, social, and mobile revolution of the 21st century, how does a 145 year-old brand foster creativity to leverage their American heritage and core values into an icon that resonates in 185 countries?  From the highly successful launch of Jack Daniel's Tennessee Honey, to the building of a 30 foot tall “Barrel Tree” during the holidays, to a new responsive-designed web site that adapts to any device from smartphone to tablet to computer, discover how Jack Daniel’s 360 degree approach to creativity continues to engage consumers in new ways and drive growth for the brand around the world.

Carmen D'Ascendis
Director of Global Marketing
Brown-Forman Corporation

Wade Devers
Executive Vice President, Group Creative Director, Head of Art
Arnold Worldwide
_______________________________________

INSIGHTS FROM A CREATIVE VISIONARY
Leslie Berland, SVP, digital partnerships and development at American Express, has been widely recognized as a creative leader and visionary.

  • A member of the Advertising Age “Creativity 50” — the year’s 50 most influential and groundbreaking creative thinkers and doers
  • One of Fast Company’s “100 Most Creative People in Business”
  • An Adweek “Brand Genius” – celebrating the most creative, innovative, and successful brand building campaigns

In this intimate one-on-one chat, Leslie will discuss issues such as how American Express syncs social with commerce, the business development opportunities of social media, and more.

Leslie Berland
SVP, Digital Partnerships and Development

American Express

Abbey Klaassen
Editor
Advertising Age
_______________________________________

EXPRESSING THE PURPOSE OF YOUR BRAND
Consumers today are demanding more out of the products, companies and services they buy, looking deep inside for what the brand says about itself and by extension, themselves.  Finding your brand’s purpose is only one part of the equation.  How you express what that means in an interesting way is the bigger challenge. Ogilvy & Mather will present an inside look into the challenges and solutions of expressing a brand’s “big ideal” through three different brand initiatives:  IBM Smarter Planet, Google Chrome and Gatorade Replay.

Steve Howard
Executive Creative Director

Ogilvy & Mather NY

Steve Simpson
Chief Creative Officer

Ogilvy & Mather North America

Calle Sjoenell
Chief Creative Officer

Ogilvy & Mather NY
_______________________________________

12:50pm Luncheon 
_______________________________________
1:50pm Entertainment Break

Special performance by Elle Varner, singer/songwriter provided by VEVO

VEVO is excited to announce a special post-lunch performance by singer/songwriter Elle Varner.  Elle is nominated for Best New Artist at this year’s Soul Train Awards, and is known for her top 10 hit “Refill” and a flirty, funky single, “Only Wanna Give It To You,” produced by Pop & Oak and featuring J. Cole. 
________________________________________

2:10pm

General Session cont.

PANTONE’S COLORFUL APPROACH TO CREATIVE PARTNERSHIPS

Pantone has long been synonymous with color and color-related tools for designers in every design discipline. From high fashion and interior design to corporate branding and advertising, Pantone continues to inspire designers the world over. Ron Potesky, senior vice president, general manager at Pantone, was recently chosen by Advertising Age as one of the “Creativity 50 — the year’s 50 most influential and groundbreaking creative thinkers and doers.” That’s quite an honor. According to the publication, “Pantone's inventiveness knows no bounds when it comes to finding opportunities to tout its color expertise” – especially when creating unique licensing agreements and branded partnerships. Today, from mugs and makeup to iPhone® cases and a PANTONE Hotel, learn how Pantone continues to innovate and transform from a commercial tool for color management into a fashion and consumer ingredient brand that connotes color and design excellence, while creating real value and providing a continuous revenue stream.

Ron Potesky
Senior Vice President and General Manager
Pantone
_______________________________________

VOLKSWAGEN:  THE POWER OF SIMPLE, HUMAN STORYTELLING
When Volkswagen wanted to expand beyond its core audience of twenty something professionals, they needed marketing that spoke to everyone.  Volkswagen focused on simple, human storytelling that provided the ability to reach a broad audience in the kinds of ads they have traditionally produced.  From “The Force,” “Piñata” and “Rocket Man” last year to this year's “The Dog Strikes Back,”  ”The Bark Side” and “Crash,” Volkswagen’s creative process has produced some of  its best advertising since the days of “Think Small.”  Learn how Volkswagen took bold risks and created some of the most popular ads of all time which has driven some of their best sales in decades.

Doug Van Praet
EVP and Group Planning Director
Deutsch LA

Justin Osborne
General Manager, Advertising and Marketing Communications
Volkswagen of America, Inc.
_______________________________________

4:00pm Adjournment

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