WFoA 2014 Annual Meeting: Most Important Insights and Innovation of 2014, Priority Topics for 2015, Bold Visions for 2020

The Wharton Future of Advertising Program’s 2014 Annual meeting took place in Philadelphia over Wednesday, October 22 and Thursday October 23, bringing over 50 figures from across the worlds of advertising, technology and research to the Wharton School’s Huntsman Hall to discuss “The Most Important Insights and Innovation of 2014, Priority Topics for 2015, and Bold Visions for 2020.”

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The meeting kicked off on Wednesday evening with a “Millennials” panel featuring four Penn students—graduate and undergraduate—sharing their perspectives on “the next big thing” and highlighting the effects that empowered and skeptical consumers are having on fields as diverse as social science engineering, robotics, immunotherapy and personalized medicine. A Penn senior and WFoA student research assistant then moderated a Q&A session with the audience.

Over dinner, participants got a taste of the future from Brad Becker, Chief Design Officer of IBM’s Watson. Becker’s presentation laid out how Watson assimilates varied fields of knowledge with the help of human “experts,” and provided a foundation to consider how innovations in technology and artificial intelligence will potentially transform advertising. Becker explained, “Our goal is not to fake or replace or otherwise try to have a computer be a human. I think humans are exceptionally good at certain things. Our brain is good at what it does. Watson is good at other things.” Gayle Fuguitt, CEO of the ARF, responded, “We can do anything we want [with this technology], but we have to figure out what we want to do.”

On Thursday morning, participants shared one-sentence responses to WFoA’s Advertising 2020 survwfoa-057ey question: “What could/should advertising look like in 2020?” Responses ranged from the Institute of Communication Agencies’ CEO Gillian Graham’s hope for advertising that drives “innovation, culture and social responsibility” to Brand Advisor Tom Morton’s warning of a “grim retargeting dystopia.” A complete listing of these one-sentence responses can be found here.

WFoA Executive Director Catharine Hays and Academic Director Professor Jerry Wind then discussed the WFoA program’s newest steps towards considering those responses and making visions like Graham’s a reality today, including a book, a Coursera course, a monthly radio show on Sirius XM 111, and a 2015 roundtable to explore the topic of “Keeping Brands Safe in an Era of Programmatic.”

After a hands-on exercise in prototyping and “executing fast” led by entrepreneur Mark Goldstein, founder of F4C7ORY, participants spent the rest of the day answering, debating, and contemplating the implications of 4 questions:

  • What new insight, innovation or approach should we learn from in 2014?
  • Why is this important?
  • What compelling findings and examples deepen our learning?
  • What are the implications for choices and action in 2015 and beyond?

wfoa-120These questions yielded a kaleidoscope of insights from the assembled participants, with 40 presentations offered in a lightning-round format across five key categories: Audience, Brands and Substance; Meaningful Medium and Media; Ad Tech, Programmatic and Automation; Agency Disruptions and Transformations and Data and Measurement. We’ll be taking a closer look at the key themes from these responses, as well as our participants’ one-sentence responses to the Ad2020 question, as we look to the year ahead.

At the close of the session, each participant reflected on the actions they would take a result of what they learned from the presentations and discussions, and offered their suggestions for collaboration initiatives and roundtables by the WFoA Program in 2015-2020.

After the meeting some participants shared the following feedback:

“You are creating and galvanizing great change in the industry at large.”
“This was one of the best gatherings I’ve been to in a long time, and I’ve attended many, many conferences.”
“Your conference brought together great thinkers from a variety of disciplines and perspectives, in both the speakers and participants. I came away with a lot of great insights and sound bytes.”
“It was both impressive and amazing to meet such a relevant group for my research.”
A summary of the participants’ future visions of 2020 and other highlights of the meeting content can be found in the 2014 WFoA Annual Meeting Report here.
Participants:

Jon Balck, President, Victors and Spoils
Brad Becker, Chief Design Officer, IBM Watson
Eshwar Belani, VP of Strategy, Rocketfuel
Ron Berman, Assistant Professor of Marketing, The Wharton School
Jonas Bjarkow, Brand Manager, Carlsberg Denmark
Amy-Willard Cross, Founder & Editor in Chief, Vitamin W. Media LLC
Hannah Diddams, Head of Data Science, Bloomberg
Mike Donahue, Executive Vice President, 4A’s
Chris Fralic, Partner, First Round Capital
Gayle Fuguitt, CEO, ARF
Morten Gad, Creative Director & Partner, Gorm Larsen & Zornig
Christian Glover-Wilson, Head of Technology and Strategy, Tigerspike
Mark Goldstein, Chairman and Managing Director, The Factory
Gillian Graham, CEO, Institute of Communication Agencies
Ernesto Guillermo, Head of Global Innovation, Daymon Worldwide
Alan Hallberg, Corporate Vice President; CMO; RF Micro Devices
Rob Holmes, VP Advanced Advertising, Comcast
Janet Hull, Director of Marketing; Executive Director, Institute of Practitioners in Advertising, London
Ed Keller, CEO, Keller Fay Group
Darren Klein, Director of Sales, Shazam
Karsten Koed, Director and Partner, Gorm Larsen & Zornig, Denmark
Christian Kugel, VP Consumer Analytics and Research, AOL
Denise Larson, Principal & Co-Founder, NewMediaMetrics
Liz Lee, US Digital Practice Head, Edelman
Yoram Levanon, CSO, Beyond Verbal Communications
Chris Louie, VP Product Marketing and Ad Effectiveness, The Nielsen Company
Chris Lyons, WW Director, Customer Business Enablement, Eastman Kodak
Shubu Mitra, Director, Connection Planning Effectiveness & Productivity, The Coca-Cola Company
Mark Morris, Former Chair, Bates North America
Tom Morton, Brand Advisor
John Piccone, Chief Revenue Officer, Simulmedia
Dante Pirouz, Visiting Assistant Professor, The Wharton School
Jen Pouchot, Director Creative Services and Digital, SEI
Jagmohan Raju, Joseph J. Aresty Professor, The Wharton School
Babs Rangaiah, VP Global Media Innovation, Unilever
Mitchell Reichgut, CEO, Jun Group
Robbert Rietbroek, CEO and Managing Director, Kimberly-Clark Australia & New Zealand
Anne Rivers, SVP, Global Director of Brand Strategy, BAV Consulting
Steve Sachs, CEO, Onespot
Mark Samuels, CMO, SEI
Molly Schloss, Senior Analyst, Strategy & Analysis Group, DigitasLBi
Paul Sethi, CEO, Redbooks
Baba Shetty, Chief Strategy and Media Officer, DigitasLBi
Andres Siefken, CMO, Daymon Worldwide
Holden Steinberg, Co-Founder, Adnucleus
Chris Stutzman, VP, Managing Director, Business Transformation, R/GA
Steven Suthiana, VP of Digital and Media Operations, Mansueto Ventures
Marco Vega, Co-Founder, WeBelievers
Kip Voytek, CEO, Rumble Fox

Student Panel Participants
Kaitlin Leung C15, Student Researcher, Wharton Future of Advertising Program
Alexandria Cogdill GEng15, Graduate Student, UPenn
Katlyn Grasso W15, Student, The Wharton School
Ethan Lowens C15, Student, UPenn
Justin Starr GME15, Graduate Student, UPenn

WFoA Team
Jerry Wind, Lauder Professor of Marketing, The Wharton School; Director, SEI Center for Advanced Studies in Management, The Wharton School
Catharine F. Hays, Executive Director; Wharton Future of Advertising Program
Alexa de los Reyes, Editor
Kelly Rhodes, Program Manager
Matthew Wiegle, Administrative Assistant

Agenda:

Wednesday, October 22

Location: Jon M. Huntsman Hall, 8th floor,The Wharton School, The University of Pennsylvnia, 3730 Walnut Street, Philadelphia

6:00 pm 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
6:45 pm What’s on the Mind of Millennials?
A select panel of Penn/Wharton graduate and undergraduate students from diverse majors share how they are shaping the future
Moderator: Kaitlin Leung C15, Student Researcher, Wharton Future of Advertising ProgramAlexandria Cogdill, GEng15 Graduate Student, UPenn
Katlyn Grasso W15, Student, The Wharton School
Ethan Lowens C15, Student, UPenn
Justin Starr GME15, Graduate Student, UPenn
7:15pm Keynote: What’s on the Mind of Watson?
Brad Becker, Chief Design Officer, IBM Watson
Dinner and Table Discussions
8:30pm Reflections from Dinner Conversations
9:00 pm Adjourn

Thursday, October 23

Location: Jon M. Huntsman Hall, 8th floor,The Wharton School, The University of Pennsylvania, 3730 Walnut Street, Philadelphia

8:00am Continental Breakfast
8:45am Welcome and Introductions 
Name, Organization, Role and One-sentence Bold Vision of What Advertising Could/Should Look Like in 2020
9:00am 2020 Book Outline Review and Directors’ Report
Beyond Advertising: Creating Value through All Touch Points
Jerry Wind and Catharine Findiesen Hays
9:15am Applying the Best/Latest of Silicon Valley Thinking to Solving Big Brand Challenges 
Mark Goldstein, The Factory
10:00am Break
10:15am What is the Most Important Thinking of 2014? (Lightning Version) 
Each participant takes 3 minutes to address the following questions:

  1. What new insight, innovation or approach should we learn from in 2014?
  2. Why is this important?
  3. What compelling findings and examples deepen our learning?
  4. What are the implications for choices and action in 2015 and beyond?
Audience, Brands and Substance
Yoram Levanon, Chief Science Officer, Beyond Verbal, Senior Fellow, SEI Center for Advanced Studies in ManagementAmy-Willard Cross, Founder & Editor in Chief, Vitamin W. Media LLC
Alan Hallberg, Corporate Vice President; CMO; RF Micro Devices
Chris Lyons, WW Director, Customer Business Enablement, Eastman Kodak
Tom Morton, Brand Advisor
Andres Siefken, CMO, Daymon Worldwide
Anne Rivers, SVP, Global Director of Brand Strategy, BAV Consulting
Mark Samuels, CMO, SEI Investments
10:45am Meaningful Medium and Media
Babs Rangaiah, VP Global Media Innovation, Unilever
Darren Klein, Director of Sales, Shazam
Hannah Diddams, Head of Data Science, Bloomberg
Steven Suthiana, VP of Digital and Media Operations, Mansueto Ventures
Christian Glover-Wilson, Head of Technology and Strategy, Tigerspike  
11:15am Ad Tech, Programmatic and Automation
Chris Fralic, Partner, First Round Capital
Eshwar Belani, VP of Strategy, Rocketfuel
Steve Sachs, CEO, Onespot
Holden Steinberg, Co-Founder, Adnucleus
John Piccone, Chief Revenue Officer, Simulmedia
Mitchell Reichgut, CEO, Jun Group
11:45am Agency Disruptions and Transformations
Janet Hull, Director of Marketing; Executive Director, Institute of Practitioners in Advertising, London
Gillian Graham, CEO, Institute of Communication Agencies (Canada)
Paul Sethi, CEO, Redbooks
Kip Voytek, CEO, Rumble Fox
Marco Vega, Co-Founder, WeBelievers
Jon Balck, President, Victors and Spoils
Liz Lee, US Digital Practice Head, Edelman
12:15pm Working Lunch What are the implications for advertisers in 2015 to achieve the vision for 2020?
1:00pm Working Lunch Reports and Discussion
1:30pm Data and Measurement
Mike Donahue, Executive Vice President, 4A’s
Baba Shetty, Chief Strategy and Media Officer, DigitasLBi
Shubu Mitra, Director, Connection Planning Effectiveness & Productivity, The Coca-Cola Company
Chris Louie, VP Product Marketing and Ad Effectiveness, The Nielsen Company
Denise Larson, Principal & Co-Founder, NewMediaMetrics
Ron Berman, Assistant Professor of Marketing, The Wharton School
2:00pm Insights and Innovations In-Depth
A curated series of new, actionable findings from select WFoA annual meeting participants
Christian Kugel, VP Consumer Analytics and Research, AOL
Ed Keller, CEO, Keller Fay Group
Chris Stutzman, VP, Managing Director, Business Transformation, R/GA
Jonas Bjarkow, Brand Manager, Carlsberg Denmark
Karsten Koed, Director and Partner, Gorm Larsen & Zornig, Denmark
Morten Gad, Creative Director and Partner, Gorm Larsen & Zornig
Gayle Fuguitt, CEO, ARF
Robbert Rietbroek, CEO and Managing Director, Kimberly-Clark Australia & New Zealand (contributing remotely)
3:00pm Break
3:15pm Working Session: Observations and Wrap-up
Implications for you and the Wharton Future of Advertising Program & Community; Next Steps
4:00pm  Adjourn