Watch Adweek at Home on-demand:
Day 4: Elevate Creativity and Experiential
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Monday, June 15 - Thursday, June 18, 2020
Join us for Adweek at Home, a weeklong virtual gathering of marketing and creativity’s most influential voices that kicks off June 15. Topics include how to tackle storytelling and brand marketing in these uncertain times, celebrate the year’s most remarkable work and a look ahead at what's next.
Monday, June 15
Hear from marketers who share insights on navigating and promoting brand purpose.
Tuesday, June 16
We invite you to join Elevate: The Future of TV - a half day program addressing the accelerated pace of change in linear and digital TV. We’ll chat with NBCU late-night host Seth Meyers, GroupM’s Matt Sweeney and others on everything from creative and production to TV buying, as well as what to expect post-pandemic.
Wednesday, June 17
12:00pm - The advertising industry is at a moment of truth, and while most executives say they support creating a more inclusive industry, they often seem paralyzed about how specifically to drive change internally. Now, thanks to "A Call for Change," an open letter signed by more than 600 Black advertising professionals, a clear path forward has emerged. In this candid panel—featuring one of the letter's authors, two of its signatories and a CEO working to adopt all its guidelines—Adweek will encourage the most vital conversation of the moment: "What do we do now, and what happens next?"
3:00pm - A special edition of Adweek Presents: The Way Forward with C-Suite leaders from Zola and more. We’ll reflect on how to properly engage consumers and address lifestyle changes along with authentic and impactful storytelling.
Thursday, June 18
We invite you join our Elevate: Creativity and Experiential event to learn vital lessons from some of today's most celebrated and successful creative minds. Leaders from HBO, TikTok, Wieden+Kennedy and more join us to share strategies on how to create breakthrough ideas and experiences that stay true to a brand’s principles.
Speakers
Agenda
We don’t have to look much further than the brands that have been marketing during the Covid-19 crisis to realize that consumers need and crave more authenticity and connection from the companies that seek their loyalty. Businesses that are succeeding are going back to basics, honing in on brand purpose and reaching their customers in new and trusted ways. Join Randi Stipes, CMO of Watson Advertising & Weather; Developer Marketing, for a look at brands that are pivoting successfully during this time and how AI technologies can help your brand navigate the new normal.
The global COVID-19 pandemic is a pivotal time that’s putting company and brand purpose to the test, separating those that only say a lot from those that are making genuine impact. It’s never been more important for companies to embed purpose authentically, and channel business into a force for good, not just for growth. But what does an organization look like that has truly embedded purpose into everything that it does, and how can it be held accountable?
Adweek sits down with Jane Wakely, Lead CMO of Mars, Incorporated, about the responsibility of brands to help shape a more inclusive, responsible and sustainable culture, and the role they can play in addressing some of the world’s biggest societal and environmental challenges, from climate change to the current pandemic.
The TV industry had already been evolving rapidly over the past couple years—and then the pandemic hit. Rita Ferro joins Adweek to talk about the state of the TV ad sales marketplace and this year’s upfront, as well as how Disney is adapting to and preparing for TV’s seismic shifts.
The transition to content streaming has accelerated, and the number of cord-cutters and cord-nevers is rising. Yet CTV and OTT still represent untapped potential for many publishers and advertisers. Learn how programmatic is evolving to provide publishers and advertisers with TV-like ad experiences and an opportunity to connect with consumers. Because now, more than ever, connection matters.
This spring, the future of TV came faster than we expected. With live sports benched buyers migrated to esports, and there was a gravitational pull towards connected TV and addressable TV spending. Hear from Group M chief investment officer Matt Sweeney on the outlook for the remainder of the year, and into 2021.
Join Adweek and leading marketers for a candid conversation on ad formats and offerings that resonate in the new world order - what’s dated, what’s now and what’s to come.
Join Adweek as we sit down with Seth to talk to filming Late Night With Seth Meyers from his attic during the pandemic, and navigating the changing TV landscape with projects on broadcast, cable and streaming.
The advertising industry is at a moment of truth, and while most executives say they support creating a more inclusive industry, they often seem paralyzed about how specifically to drive change internally. Now, thanks to "A Call for Change," an open letter signed by more than 600 Black advertising professionals, a clear path forward has emerged. In this candid panel—featuring one of the letter's authors, two of its signatories and a CEO working to adopt all its guidelines—Adweek will encourage the most vital conversation of the moment: "What do we do now, and what happens next?"
Just as wedding preparations were about to shift into high gear for many couples, Covid-19 upended those plans and the companies that provide planning and registry services. Hear Mike Chi, CMO of wedding site Zola on adapting to customers' needs, its messaging and product innovation.
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.
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.
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.
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.
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.
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