Thursday, June 18, 2020

How can creative marketers predict and adapt to the challenges ahead? What are the secrets to balancing risk with responsibility to create breakthrough ideas and experiences that stay true to a brand's principles? Join Adweek's Elevate: Creativity and Experiential event to learn vital lessons from some of today's most celebrated and successful creative minds.

 

Topics include:

Hear and learn from some of the industry’s most daring creatives and brand marketers, and join us as we celebrate the winners of the Adweek Experiential Awards and Adweek's Creative 100 honorees.

Speakers

Agenda

1:00-1:05pm
Adweek Opening Remarks
David Griner
Creative and Innovation Editor, Adweek
1:05-1:25pm
Colleen DeCourcy on Taking Risks, and Taking Responsibility

Wieden + Kennedy has been named Adweek's U.S. Agency of the Year for the past two years, representing clients including Nike, McDonald's, KFC, Bud Light and many more. Most recently, W+K’s chief creative officer and co-president, Colleen DeCourcy was named Adweek's Creative Leader of the Decade for the 2010s. Join this candid conversation, as Adweek sits down with Colleen to discuss how her agency encourages bold creative risks while maintaining a culture of social responsibility and empathy.

Colleen DeCourcy
Chief Creative Officer and Co-President, Wieden+Kennedy 
David Griner
Creative and Innovation Editor, Adweek
1:30-1:50pm
Keith Cartwright in Conversation
Doug Zanger
Senior Editor, Agencies, Adweek
1:55-2:15pm
How to Effectively Pivot Experiential Marketing Campaigns to Consumers at Home

HBO’s multicultural marketing team had consumer activations planned for a slate of new and returning shows this spring—until the pandemic disrupted its event calendar. Hear how the network used digital and physical tactics to quickly pivot projects for fans in quarantine, and how it will strategize experiential marketing for the rest of 2020 and beyond.

Jackie Gagne
Vice President, Multicultural Marketing, HBO
Ian Zelaya
Experiential Marketing Reporter, Adweek
2:20-2:40pm
Have Your Creativity...and Drive Performance Too

In the digital marketing world, placement and audience are typically key and creative often takes a back seat. As times are evolving, the need for relevant messaging and compelling storytelling are more important than ever and brands have been faced with making the difficult choice between creativity and performance. Join Sarah Ripmaster, Head of Technology Sales at IBM Watson Advertising and esteemed panel of creative industry experts as they explore this paradox and discuss how the rise of AI and other new technologies are allowing brands to make strategic and creative decisions together.

Kathy Delaney
Global Chief Creative Officer, Publicis Health/Saatchi & Saatchi Wellness
Kevin Hung
Vice President, Head of Marketing Solutions and Performance, Ticketmaster
Husani Oakley
Chief Technology Officer, Deutsch NY
Matthew Pullen
Associate Creative Director, rpa
Sarah Ripmaster
Head, Technology Sales, IBM Watson Advertising
2:40-2:45pm
Creative 100 Awards
2:45-3:05pm
Creativity within Constraints

Experiential as we knew it will never be the same again. Live (and life) as we knew it will not magically turn back on. But creativity is thriving within constraints. Hear as Shelley Elkins, Jack Morton’s CCO, talks about some of the many ways that creativity is not just surviving but thriving and how all of it is changing experiential marketing for the better.

Shelley Elkins
Chief Creative Officer, Jack Morton
3:05-3:10pm
Experiential Awards
3:15-3:40pm
Behind The Scenes: The Making of the Most Influential Campaign on TikTok

Today, the ways we engage, share, and tell stories are changing rapidly to reflect the creativity and “creator-culture” of today’s consumers. In turn, brands are looking at how to create true culture-making moments that encourage content creation and consumers to join in organically. In this session, Adweek sits down with TikTok’s Katie Puris, Managing Director, Global Head of Business Marketing, e.l.f. Cosmetics’s Kory Marchisotto, CMO, as they share a behind the scenes look at how they developed TikTok’s most viral campaign, how to continue to push creativity even in uncertain times, and the power of collaboration.

Michael Le
Dance and Choreography TikTok creator
Kory Marchisotto
Chief Marketing Officer, e.l.f Cosmetics
Katie Puris
Managing Director, Global Business Marketing, TikTok
David Griner
Creative and Innovation Editor, Adweek
3:40-3:45pm
Adweek Closing Remarks

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