Two roundtable sessions addressing the future of creatives were held in 2011 on March 18 & July 7 in New York City. Participants discussed current mental models of advertising and the need to challenge these models in today’s rapidly changing environment. The first session generated such enthusiasm that a follow-up session quickly followed.
Creatives Session I: The Future of Creatives and Creative Ideas in a Digital World :
March 18, 2011
Host: Rich Guest, President of US Operations Tribal DDB Worldwide
Objective: Explore potential new models for the advertising industry to enhance consumer empowered marketing and included panel discussions to obtain the insights and perspectives of experts from various agencies in the industry.
- Challenging Our Mental Models of Advertising – Dr. Jerry Wind, Lauder Professor and Professor of Marketing, The Wharton School
- The Link between Creativity and Effectiveness – Peter Field, Author
- The Creative Implications of Media Digitization – Chris Stutzman, Principal Analyst, Forrester Research
The Perspectives of Traditional Agencies (Moderator: Robert Malcolm, Lecturer, The Wharton School; Former President, Global Marketing, Sales & Innovation, Diageo)
- Lars Bastholm, Chief Creative Officer, Oglivy North America
- Celia Berk, Chief Talent Officer, Y&R
- Dan Buczaczer, SVP, Denuo
- Phil Cowdell, Leader, Mindshare North America
- David Greenberg, Creative Director, JWT
- Tom Lamb, Group Account Director, Merkley and Partners
The Perspectives of the Digital Agencies (Moderator: Joe Plummer, Adjunct Professor Columbia; Senior Advisor, Wharton Future of Advertising Project )
- Hashem Bajwa, Director of Digital Strategy, Droga5
- Rich Guest, President, U.S. Operations, Tribal DDB Worldwide
- Rei Inamoto, Global Creative Director, AKQA
- Brandon Snow, Director of Business Development, DDB US
- Richard Ting, VP & ECD, Mobile and Social Platforms, R/GA
The Perspectives of Creative Agencies (Moderator: Catherine Finiesen Hays, The Future of Advertising Project)
- Frederik Andersen, Group Creative Director, Story Worldwide
- Richard Bates, Chief Creative Officer North America, The Brand Union
- Scott Goodson, CEO & Founder, Strawberry Frog
- Scott Prindle, VP, Executive Creative Technology Director, Crispin Porter + Bogusky
- Calle Sjonell, Executive Creative Director, BBH NY
Observations from the Brands (Moderator: Dr. Jerry Wind, Lauder Professor and Professor of Marketing, The Wharton School)
- Georgia Garinois-Melenikiotou, SVP Corporate Marketing, Estee Lauder
- Claudia Lagunas, Director Digital and New Media, Pepsico
- Chris Lyons, Global Segment Director, Eastman Kodak Company
- Robert Malcolm, Lecturer, The Wharton School; Former President, Global Marketing, Sales, & Innovation, Diageo
- Mark Stewart, VP Global Media Services, Kraft
Creatives Session II: The Future of Creatives and Creative Ideas in a Digital World- The Link between Creativity & Effectiveness
July 7, 2011
Host: Phil Cowdell, President, R2C Group
Objective: Continue the discussion of evolving mental models in advertising, with a focus on linking creativity and effectiveness. The session included a follow-up presentation by Peter Field on some of his findings from research into the Link Between Creativity and Effectiveness, followed by additional participant presentations and discussions.
- Has our perspective on creativity changed? What is creativity in the age of the empowered consumer?
- Has the role of creatives changed and if yes, what is it?
- How do we recognize creativity in an idea when it is presented for the first time?
- How do pretesting and other review “systems” need to evolve to support, rather than squelch, the power of creative?