The Future of Creatives and Creative Ideas in a Digital World

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.

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Host: Rich Guest, President of US Operations Tribal DDB Worldwide

Presentations:

  1. Challenging Our Mental Models of AdvertisingDr. Jerry Wind, Lauder Professor and Professor of Marketing, The Wharton School
  2. The Link between Creativity and EffectivenessPeter Field, Author
  3. The Creative Implications of Media DigitizationChris Stutzman, Principal Analyst, Forrester Research

Panels:

The Perspectives of Traditional Agencies (Moderator: Robert Malcolm, Lecturer, The Wharton School; Former President, Global Marketing, Sales & Innovation, Diageo)

  1. Lars Bastholm, Chief Creative Officer, Oglivy North America
  2. Celia Berk, Chief Talent Officer, Y&R
  3. Dan Buczaczer, SVP, Denuo
  4. Phil Cowdell, Leader, Mindshare North America
  5. David Greenberg, Creative Director, JWT
  6. 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 )

  1. Hashem Bajwa, Director of Digital Strategy, Droga5
  2. Rich Guest, President, U.S. Operations, Tribal DDB Worldwide
  3. Rei Inamoto, Global Creative Director, AKQA
  4. Brandon Snow, Director of Business Development, DDB US
  5. Richard Ting, VP & ECD, Mobile and Social Platforms, R/GA

The Perspectives of Creative Agencies (Moderator: Catherine Finiesen Hays, The Future of Advertising Project)

  1. Frederik Andersen, Group Creative Director, Story Worldwide
  2. Richard Bates, Chief Creative Officer North America, The Brand Union
  3. Scott Goodson, CEO & Founder, Strawberry Frog
  4. Scott Prindle, VP, Executive Creative Technology Director, Crispin Porter + Bogusky
  5. Calle Sjonell, Executive Creative Director, BBH NY

Observations from the Brands (Moderator: Dr. Jerry Wind, Lauder Professor and Professor of Marketing, The Wharton School)

  1. Georgia Garinois-Melenikiotou, SVP Corporate Marketing, Estee Lauder
  2. Claudia Lagunas, Director Digital and New Media, Pepsico
  3. Chris Lyons, Global Segment Director, Eastman Kodak Company
  4. Robert Malcolm, Lecturer, The Wharton School; Former President, Global Marketing, Sales, & Innovation, Diageo
  5. 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

Host: Phil Cowdell, President, R2C Group
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.

Discussion Questions:

  1. Has our perspective on creativity changed? What is creativity in the age of the empowered consumer?
  2. Has the role of creatives changed and if yes, what is it?
  3. How do we recognize creativity in an idea when it is presented for the first time?
  4. How do pretesting and other review “systems” need to evolve to support, rather than squelch, the power of creative?

The Future of Sports Advertising : Innovations and Experiments with Multi Touch Point Portfolios

A select group of sports and research industry leaders convened on March 16, 2011 in New York City for a session on “The Future of Sports Advertising: Innovations and Experiements with Multi Touch Point Portfolios.” Spearheaded by The Wharton Sports Business Initiative (WSBI) and SEI Center for Advanced Studies in Management, participants reviewed and identified potential project parameters and areas of inquiry in the sports advertising industry.

Points of discussion included:

  • Key (Current and Future) Challenges of Sports Advertising
  • Innovative Sport Advertising Examples
  • Sports Advertising “Stories”
  • Innovative Multi Touch Point Portfolios
  • Network Orchestrators
  • Creative Experiments

Participants:

  • Rob DiGisi, VP Sports/ Events Sponsorship, First USA
  • Derrick Heggans, Managing Director, Wharton Sports Business Initative
  • Ray Katz, President, Leverage Sports Agency
  • Jon Last, Founder and President, Sports & Leisure Research Group
  • Christina Miller, SVP of Sports Marketing and Strategy, Turner Broadcasting
  • Mark Morris, Former Chairman & Worldwide Client Director, Bates North America
  • Mike Naughton, Wharton Future of Advertising Student Resesarch Assistant
  • Joe Plummer, Former Chief Knowledge officer, McCann Worldgroup
  • Stacey Schulman, SVP of Sports Research and Entertainment Ad Sales, Turner Broadcasting
  • Ken Shropshire, The Hauck Professor and Professor of Legal Studies and Business Ethics
  • Jerry Wind, The Lauder Professor & Professor of Marketing; Director, SEI Center for Advanced Studies in Management
  • Mitchell Ziets, Principal, Evolution Medial Capital