Wharton FoA Orchestration Roundtable: Emerging Orchestrators and New Business and Revenue Models

On October 27, 2011, the Wharton Future of Advertising Program organized a roundtable on “Emerging Orchestrators and New Business and Revenue Models” held at the Jon M. Huntsman Hall in The Wharton School in Phildalphia, PA. Participants discussed and debated emerging orchestrators and new business and revenue models using principles of musical orchestration as a comparison model.

Some challenges identified by participants include:

          Simplfying and organizing complexity
         Trying to convince clients to try a new model
         Staying true to your vision
         How to be faster, break down silos, be more entrepreneurial
         How to get an agency model that enables partnerships         
         Finding the game-changing people
         Attracting great talent to the organizations of tomorrow
         How to have integrated teams and structural tools to facilitate integration

Some key take-aways include:

         Creativity is the big idea. Innovation drives it.   – Chris Hayes
         Make it human, make it human, make it human. –
Ty Montague
         Allow yourself to always be in beta. –
John Winsor
         Are we developing composers and conductors who have the experience to be successful?  –
Rob Malcolm
         We need to be able to pick the right team.
– Marc Blanchard
         The advertising model is not obsolete, it’s evolving. There’s more than one model.
– Mike Duda
         The need for ideas is enormous. We shouldn’t be running around looking
         at cutting corners.  
– Joe Plummer
         Why not encourage start-ups within companies? – Ale Lariu
         Consumers don’t lie. Their behavior is where it’s at. – Ian Woods
         Are we looking at instruments today as the starting point? Maybe looking too much at
         execution tools instead of the guiding idea.
– Denise Larson

 

Participants:

Marc Blanchard, Executive Creative Director for IBM, Euro RSCG
Phil Cowdell, President, R2C
Michael Duda, Managing Partner of Consigliere Brand Capital, LLC
Scott Goodson, CEO & Founder, StrawberryFrog
Carl Hartman, WPP Team Leader, Kimberly-Clark
Christopher Hayes, Managing Partner, Global Business Development, Young & Rubicam
Catharine Findiesen Hays, Executive Director, Wharton Future of Advertising Program
Bob Kantor, Chief Marketing and Business Development Officer, MDC Partners
Tom Lamb, Group Accounting Director, Merkley + Partners
Alessandra Lariu, CEO, Shout; Co-Founder, SheSays
Denise Larson, Founder & Principal, NewMediaMetrics
Robert Malcolm, Former President, Global Marketing, Sales & Innovation, Diageo
Ty Montague, Co-CEO, Co Collective
Mark Morris, Former Chairman, Bates Worldwide Client Director
Wes Nichols, Co-founder and CEO, Marketshare
Kelly O’Keefe, Professor and Managing Director, VCU Brandcenter
Joe Plummer, Principal for Olson Zaltman Associates
Gary Reisman, Principal & Co-Founder, NewMediaMetrics, Inc.
Jay Reise, Composer and Professor of Musical Composition, University of Pennsylvania
Chris Stutzman, Principal Analyst, Forrester Research
Jerry Wind, The Lauder Professor and Professor of Marketing, The Wharton School
John Winsor, CEO, Victors & Spoils
Ian Woods, Chief Strategy Officer, Annalect
John Zogby, President & CEO, Zogby International

Agenda

8:00    Continental Breakfast   

8:30    Welcome and Introductions

  • Dr. Jerry Wind, The Wharton Future of Advertising Program
  • Catharine Findiesen Hays, The Wharton Future of Advertising Program

9:00    Principles in the Business of Orchestrating Musical Performance: A Composer’s Perspective

  • Jay Reise, Composer and Professor of Musical Composition, University of Pennsylvania

9:30    Toward a New Mental Model of Advertising: Implications to Orchestration and Business and Revenue Models

  • Dr. Jerry Wind 

10:15  Break

11:30  Emerging Advertising Orchestrators and Orchestration Models
Lightning Presentations and Roundtable Discussion

  • Ty Montague, Co-CEO, Co Collective
  • Wes Nichols, Co-founder and CEO Marketshare
  • John Zogby, President and CEO, Zogby International
  • Tom Lamb, Group Account Director, Merkely + Partners
  • Marc Blanchard, Executive Creative Director for IBM, Euro RSCG
  • Carl Hartman, WPP Global Client Leader, Kimberly-Clark
  • Chris Hayes, Managing Partner, Global New Business Development, Y&R
  • Bob Kantor, Chief Marketing and Business Development Officer, MDC Partners

Noon  Lunch

1:00     New Business and Revenue Models
Lightning Presentations and Roundtable Discussions

  • Mike Duda, Managing Partner, Consiglier Brand Capital
  • Alessandra Lariu, CEO Shout; Co-Founder, SheSays
  • John Winsor, CEO, Victors & Spoils
  • Alan Murray, Partner, Coriolis Ventures
  • Chris Stutzman, Principal Analyst, Forrester Research
  • Ty Montague, Co-CEO, Co Collective
  • Ian Woods, Chief Strategy Officer, Annalect

2:30     Break

3:00     Essential Elements and Guideposts for the Future
Summary of the Day, Action Plan and Research Agenda

  • Mark Morris and Joe Plummer, Wharton FoA Senior Advisors
  • Participant take-aways

4:00     Adjourn