GAB Annual Meeting 2013: Thoughts on the Future of Advertising and Creating the Advertising 2020 Coursera Course

Sponsor SignThe Wharton Future of Advertising Program’s 2013 Annual Global Advisory Board Meeting was held in Philadelphia on Wednesday, November 6 and Thursday, November 7, 2013 at Van Pelt-Dietrich Library’s Special Collections Center at the University of Pennsylvania.

The meeting kicked off with a reception on Wednesday evening, which included GAB members, special guests, as well as a selection of Penn students. Guests enjoyed drinks and appetizers before hearing from a panel comprised of students who applied for the chance to discuss their views on what advertising could or should look like in the future.

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GAB members engage with student panelists.
From L to R: student panelists Junia Zhang, Katlyn Grasso, Sara Sodine, Janina Lagemann-Doné, Hunter Horsley, and moderator Imran Cronk, WFoA Student Research & Admin Assistant
From L to R: student panelists Junia Zhang, Katlyn Grasso, Sara Sodine, Janina Lagemann-Doné, Hunter Horsley, and moderator Imran Cronk
Kevin Werbach at reception
Kevin Werbach* and Chris Yeh

Wed table setting

Following the panel, GAB members, special guests, and students enjoyed dinner, with a presentation given by Lynne Farrington, Curator of Printed Books for the Rare Book and Manuscript Library at the University of Pennsylvania, on a selection of historical advertising documents, or “What can we learn from a mid-nineteenth-century British paper bag? Introduction to the Van Pelt Special Collection.” Kevin Werbach, Associate Professor of Legal Studies and Business Ethics at the Wharton School, Founder of Supernova Group, and Coursera Instructor of “Gamification” presented “Lessons and Advice from Gamification and Coursera,” an introduction to MOOCs (Massive Open Online Courses). During dinner, each table discussed how key themes on the future of advertising would be best integrated into a MOOC and then presented their ideas to the group.

The meeting recommenced on Thursday morning with “WFoA Directors’ Report and Discussion: WFoA Year in Review and 2014-15 Priorities” presented by Catharine Findiesen Hays, WFoA Executive Director, followed by “Workshop to Co-Create the Wharton Coursera Course on the Future of Advertising,”  by Jerry Wind, Director, SEI Center for Advanced  Studies in Management.

Board members and guest executives gave brief presentations on the following topics: Consumers, Consumer Insights, & Social (aka People); Brands and Branding; Devices, Screens, & Mobility; Content; Organizational Competencies & Transformation; and the Talent Mandate.

Participants:

Steve Adams, Director, Program Management, Expedia
Douglas Alexander, President, ICG
Paul Bascobert, President, Bloomberg BusinessWeek
Soren Beck, Director & Partner, Gorm Larsen & Zornig
Celia Berk, Chief Talent Officer, Young & Rubicam Group
Thomas Burkhardt, VP of Global Marketing, Calvin Klein, COTY
Patti Clifford, Global Chief Talent Officer, Havas Worldwide
Phil Cowdell, President Client Services, GroupM
Amy-Willard Cross, Editor, Vitamin W Media
Richard D’Amico,* Deputy Marketing Director, IKEA
Mike Donahue, EVP, 4As
Diana Drake,* Managing Editor, Knowledge@Wharton
Russell Dubner, President, Edelman NY
Rachael Feigenbaum, Director Programming and Leadership Skills, The ARF
Belle Frank, EVP/Director, Brand Planning, Young & Rubicam Group
Vaasu Gavarasana, APAC Chief Evangelist/Trade Marketing, Yahoo! Asia Pacific
Megan Gillespie, Associate Director, SEI Center for Advanced Studies in Management, The Wharton School
Julia Gometz, Founder, The Brandful Workforce
Gillian Graham, CEO, Institute of Communication Agencies
Alan Hallberg, Corporate VP, CMO, RF Micro Devices
Catharine F. Hays, Executive Director, WFoA
Max Kalehoff, SVP, Socialcode
Karsten Koed, Managin Partner & Chairman, Gorm Larsen & Zornig
Christian Kugel, VP Consumer Analytics & Research, AOL
Denise Larson, Principal and Co-Founder, NewMediaMetrics
Garrett MacDonald, VP Strategic Sales, Airpush
Jarvis Mak, SVP Customer Success, Rocket Fuel
Mark Morris, International Partner, The FiftySeven
Tom Morton, Head of Strategy and Associate Partner, Goodby Silverstein & Partners
Joseph T. Plummer, President, Sunstar Foundation
Chuck Porter, Chairman, CP + B
Randall Ringer, Founder, Verse Group
Gary Reisman, Principal and Co-Founder, NewMediaMetrics
Alexa de los Reyes, Associate Director, WFoA
Rosemarie Ryan, Co-founder, Co-CEO, Co: collective
Shay Sasson, Visual Domains
Laura G. Schuntermann, VP Marketing, Magellan Heatlh
Paul Sethi, CEO, REDBOOKS
Tariq Sharif, VP Marketing, Dun & Bradstreet
Yoav Shefi,** Founder & CEO, Visual Domains
Andres F. Siefken, CMO, Daymon Worldwide
Holden Steinberg, VP, NearWoo
Mark Stewart, EVP & Chief Strategy Officer, Townsquare Media LLC
Michelle Taite, Global Brand Development Manager, Unilever
Kip Voytek,** SVP, Director of Innovation, MDC Partners
Kevin Werbach,* Assistant Professor of Legal Studies and Business Ethics, The Wharton School; Founder, Supernova
Jerry (Yoram) Wind, Lauder Professor of Marketing, The Wharton School, Director, SEI Center for Advanced Studies in Management
John Winsor, CEO and Co-Founder, Victors and Spoils
Chris Yeh, VP Marketing, PB Works
Terry Young, CEO & Founder, Sparks & Honey

*attended Wednesday November 6 only
**attended Thursday November 7 only

Agenda:

Wednesday, November 6

Location: Van Pelt Library Special Collections Center, 6th Floor; The Wharton School, The University of Pennsylvania; 3420 Walnut Street, Philadelphia, PA

5:30pm Reception & Welcome
Jerry Wind, The Lauder Professor, Professor of Marketing, The Wharton
School; Director, SEI Center for Advanced Studies in Management
Catharine Findiesen Hays, Executive Director, WFoA
Thoughts on the Future of Advertising from Gen Z
Selected Wharton & Penn Students
Hosted by WFoA Student Research Assistants: Imran Cronk, Raina Dhir, Zak Knudson, Kaitlin Leung
7:00pm Setting the Context
  “What can we learn from a mid-nineteenth-century British paper bag?
Introduction to the Van Pelt Special Collection”
Lynne Farrington, Curator of Printed Books, Rare Book and Manuscript Library, University of Pennsylvania
“Lessons and Advice from Gamification and CourseraKevin Werbach, Associate Professor of Legal Studies and Business Ethics, Wharton; Founder, Supernova Group; Coursera Instructor, Gamification
7:45pm Dinner and Table Discussions
8:45pm Presentations of Table Summaries and Discussions
   
9:00pm Adjourn
   

 

Thursday, November 7

Location: Van Pelt Library Special Collections Center, 6th Floor; The Wharton School, The University of Pennsylvania; 3420 Walnut Street, Philadelphia, PA

8:30am       Continental Breakfast
9:00am Introductions WFoA Directors’ Report and Discussion: WFoA Year in Review and 2014-15 Priorities
Catharine Findiesen Hays
9:30am Workshop to Co-Create the Wharton Coursera Course on the Future of “Advertising”
Jerry Wind
10:30am Break
10:45am Participant Presentations and Discussion
Consumers, Consumer Insights & Social (aka People)
Andres F. Siefken, CMO, Daymon Worldwide, “The Advertising Shift”
Amy-Willard Cross, Editor, Vitamin W Media, “Surprise!! The Market IS Women…they are not a niche but can be your best customers and advocates”
Belle Frank, EVP/Director, Brand Planning, Young & Rubicam Group, “You Can’t Flip an Egg With A Wrench: How to Find the Right Research Tools for Creative Development and Impact Measurement”
Jarvis Mak, SVP Customer Success, Rocket Fuel, “Artificial Intelligence in Digital Advertising”
11:15am Participant Presentations and Discussion
Brands and Branding
Tom Morton, Head of Strategy and Associate Partner, Goodby,
Silverstein & Partners, “Overcoming Indifference: A Critical Theme for the Future of Advertising”
Michelle Taite, Global Brand Development Manager, Unilever, “The New VIP in Town: Creative Strategies to Activating Brandvocates”
Doug Alexander, President, ICG, “Brands and Consumers: Content as Social Glue”
Alan Hallberg, CVP, CMO, RF Micro Devices, “Semiconductors”
Vaasu Gavarasana, APAC Chief Evangelist/Trade Marketing, Yahoo! Asia Pacific, “The Two Layers of Marketing Communications Integration”
Christian Kugel, VP, Consumer Analytics and Research, AOL, “Consumer Insights from the 7 Shades of Mobile Research”
 12:30pm Lunch & Tech for Dessert
Yoav Shefi and Shay Sasson, Visual Domains, “The Potential of Disruptive Technology”
1:30pm Participant Presentations and Discussion
Devices, Screens, & Mobility
Garrett McDonald, VP Strategic Sales, Airpush, “Rich Media and Native Advertising”
Joseph T. Plummer, President, Sunstar Foundation, “US Mobile Marketing Economic Impact Study for MMA”
2:00pm Participant Presentations and Discussion
Content
Chris Yeh, VP Marketing, PBWorks, “The Future of Advertising is Content”
Denise Larson, Principal and Co-Founder, NewMediaMetrics, “Follow You. Follow Me.”
Terry Young, CEO & Founder, Sparks & Honey “6 Trends to Watch”
Mark Stewart, EVP, Chief Strategy Officer, Townsqaure Media Group, “Fresh is the New Frequency, Relevance is the New Reach”
Max Kalehoff, SVP Marketing, SocialCode, “When Content Becomes the Ad”
Rosemarie Ryan, Co-Founder & Co-CEO, Co:Collective, “Building Your Story into Your Business”
2:40pm  Break
2:50pm Participant Presentations and Discussion
Organizational Competencies & Transformation
Phil Cowdell, President Client Services, GroupM, Imagining a Next-Generation Agency”
Karsten Koed, Managing Partner and Chairman, Gorm Larsen & Zornig, “Time for Outrage!”
3:00pm The Talent Mandate
Patti Clifford, Global Chief Talent Officer, Havas Worldwide
3:30pm 4:00pm Wrap Up and What’s Next – Adjourn