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Future of Advertising NOW

This event is over.

We simply cannot continue advertising and marketing as usual. This intensive, hands-on ANA School of Marketing Leadership Program workshop delivered in partnership with the Wharton Future of Advertising Program, (@whartonfoa, #whartonfoa), will give you, the marketing leaders, the tools needed to prepare yourselves and your teams for the future.

As the marketing landscape transforms at an unprecedented pace, very few marketers are actually doing anything differently to prepare for it. This interactive workshop, led by renowned Wharton Marketing Professor Jerry Wind, will give you tools to build your own roadmap for yourself and your company. It is based on the acclaimed Advertising 2020 study led by the Wharton Future of Advertising Program, with contributions from hundreds of innovators and thought-leaders from around the world and across disciplines, including many of your forward-thinking peers.

 Together they've created a dynamic picture of the possibilities and potential future of the broadly defined world of "advertising." In short, preparing for Advertising 2020 requires that advertising be Relevant & Respectful, Actionable, Valued, Experiential and offer a Surprising Story (RAVES) to be orchestrated across ALL touch points, not just “advertising”.

Who Is This Course For?
This ANA School of Marketing Leadership Program is for CMOs and senior marketing executives responsible for marketing and advertising strategy for businesses.

Course Benefits/Key Takeaways
You will experience an interactive group discussion, gain insights from a panel of The Wharton Future of Advertising Program contributors, learn ten stand-out topics and develop an implementable action plan to prepare yourself and your organization now, for the future. Key topics and takeaways include:

  •  Identify the challenges and underlying mental models you face to remain effective with the accelerating complexity in the global environment and digital world.
  • Identify how to orchestrate RAVES across all touch points in your organization.
  • Challenge your mental models to succeed NOW, with the foresight of Advertising 2020.
  • Create an organization design capable of delivering RAVES – the AGILE CHOPS-driven organizational and network architecture.
  • Develop an action plan that includes the initial design of an implementable experiment for your organization that captures the essence of the Advertising 2020 findings
  • Learning and networking opportunities with Professor Wind, panel members and participants throughout the course

When
Begins:Thursday, March 6, 2014 at 8:30am
Ends:Thursday, March 6, 2014 at 6:00pm
Where

The Wharton School- The University of Pennsylvania
Jon M. Huntsman Hall, 8th Floor
3730 Walnut Street
Philadelphia, PA 19104

Instructor: Jerry (Yoram) Wind

Jerry Wind joined Wharton in 1967 with a doctorate from Stanford. From 1995 to 1997, he led the development of the Wharton globalization strategy. Dr. Wind led the reinvention of the Wharton MBA curriculum (1991-93) and the creation of the Wharton Executive MBA Program (1974). He was founding director of the Joseph H. Lauder Institute and the Wharton International Forum. He has edited top marketing journals, published over 250 articles and 20 books, and received the four major marketing awards: Buck Weaver, Charles Parlin, Converse, and AMA/Irwin Distinguished Educator Award.  As one of the original Legends in Marketing, an 8-volume anthology of his work is forthcoming from Sage.  He has consulted with over 100 companies and testifies in intellectual property and antitrust cases. He sits on various advisory boards, is Trustee of the Philadelphia Museum of Art and Chair of its Marketing Committee. His current research focuses on marketing-driven business strategy, the Network Challenge; the future of advertising and marketing; creativity and innovation; and challenging one’s mental models.

 
Agenda

#

Module

Length

Takeaway / Content Summary

 

Continental Breakfast

8:30 – 9:00

 

1

Introduction & Challenging your Mental Models

9:00 – 10:30

  • Welcome & introductions
  • Challenges facing participants
  • Learning objectives
  • Challenging your Mental Models

2

Morning Break

10:30 – 10:45

 

3

Advertising 2020

10:45 – 12:00

  • Advertising 2020 scenario
  • Key findings:  RAVES
  • Panel Discussion

4

Lunch & Discussion of

Key Implications

12:00 – 1:00

  • Group discussion

 

5

Group Presentations

1:00 – 1:45

  • Group presentations
  • Discussion of the key implications of RAVES

6

Preparing for Advertising 2020 Now (1)

1:45 – 3:00

  • Implementing RAVES
  • Discussion of AGILE CHOPS

7

Afternoon Break

3:00 – 3:15

 

8

Preparing for Advertising 2020 Now (2)

3:15 – 4:45

  • Panel Discussion (3:15 – 4:00)
  • Group discussion regarding needed experiments (4:00 – 4:15)
  • Reporting & Discussion (4:15-4:45)

9

Wrap-Up, Reflections & Next Steps

4:45 – 5:00

  • Summary of Learning Objectives
  • Reflections
  • Action Planning

10

Networking Reception

5:00 – 6:00

One-hour networking reception with Professor Wind, Panel Members, ANA and Participants

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