The Wharton Future of Advertising Program’s 2014 Annual Meeting was held in Philadelphia on Wednesday, October 22 and Thursday, October 23, 2014 on the 8th floor of Huntsman Hall at the Wharton School.
The 2014 WFoA Annual Meeting kicked off in Philadelphia on the Wharton campus with a Millennials panel of four students (graduate and undergraduate) who discussed their understanding of “the next big thing.” Their perspectives demonstrated the profound impact that empowered and skeptical consumers are having on industries today.
Brad Becker, Chief Design Officer of IBM Watson, then gave a presentation about Watson and 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 their responses to our Advertising 2020 question: “What could/should advertising look like in 2020?” Catharine and Jerry then discussed the latest endeavors and aspirations of the WFoA program to consider these responses and help take concrete steps towards making them a reality today.
After a fun hands-on exercise in “executing fast” led by serial entrepreneur Mark Goldstein, participants spent the rest of the day answering, debating, and contemplating the implications of these 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?
Forty speedy presentations provided a dizzying amount of insights and innovations, touching on “Storydoing,” the Internet of things, the impact of women on sales metrics, the ascendency of mobile, new insights on the path to purchase, advertising fraud, and the need for engineers and creatives to communicate. The last moments of the meeting gave participants a chance to share what they had learned and how they will act differently on Monday morning.
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
Catharine F. Hays, Executive Director; Wharton Future of Advertising Program
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
Robert Passikoff, Founder & President, BrandKeys
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
Jerry Wind, Lauder Professor of Marketing, The Wharton School; Director, SEI Center for Advanced Studies in Management, The Wharton School
**Attended Wednesday, October 22 only
***Attended Thursday, October 23 only