GAB Annual Meeting 2012: Social Impact, Advertising 2020, and Current Innovations

David Jones, Havas

The Wharton Future of Advertising Program’s 2012 Annual Global Advisory Board Meeting, “Social Impact, Advertising 2020, and Current Innovations,” was held in New York City on Thursday, November 15 and Friday, November 16, 2012. Meeting space was generously provided on Thursday by Co:Collective and on Friday by the 4As.

Special speakers included David Jones, Global CEO of Havas and author of Who Cares Wins: Why Good Business is Better Business, who gave a talk on “A Future Vision of Advertising’s Social Impact.” Donny Deutsch, Television Host and Chairman of Deutsch, Inc., and a Wharton alumnus, spoke about “Embracing the Future of Advertising.” William Lauder, Executive Chairman and Chairman of the Board of Directors, The Estée Lauder Companies Inc. and also a Wharton alumnus, spoke about “Connecting with Consumers in the New World.”

Board members and guest executives gave brief presentations on “Innovations and Insights from the Field” in the Insight Sharing Lightening Round, a perennial GAB meeting favorite.

Participants:

Celia Berk*, Chief Talent Officer, Young & Rubicam Group
Kirk Cheyfitz*, CEO + Chief Editorial Officer, Story Worldwide
Howard Courtemanche*, CEO, Health@JWT, JWT
Phil Cowdell*, President, R2C Group
Donny Deutsch, Chairman, Deutsch, Inc.
Mike Donahue*, EVP, Chief Research Officer, 4A’s
Phil Fresen, Managing Director, Garros Group
Catherine Gardner, Managing Editor, The ARF
Georgia Garinois-Melenikiotou*, Senior VP Corporate Marketing, Estée Lauder Companies
Megan Gillespie, Program Coordinator, Wharton SEI Center
Julia Gometz, Founder, The Brandful Workforce
Scott Goodson*, CEO, StrawberryFrog
Sanjay Govil*, Chairman, Infinite Computer Solutions
Rich Guest, President/US Operations, Tribal DDB Worldwide
Catharine F. Hays, Executive Director, Wharton FoA
Nancy Hill, President & CEO, 4A’s
David Jones°, Global CEO, Havas
Lasse Jørgensen, Digital Art Director, Gorm Larsen & Zornig
Max Kalehoff*, VP Product Marketing, Syncapse
Ed Keller*, CEO, The Keller Fay Group
Courtney Kelso*, VP Enterprise Growth Strategy, American Express
Stephen J. Kim*, Sr. Director Global Trade Marketing, Microsoft
Karsten Koed*, Managing Partner and Chairman, Gorm Larsen & Zornig
Claudia Lagunas, Marketing Director, Pepsico
Laurent Larguinat*, Director, Mars Marketing Lab
Alessandra Lariu*, Co-Founder, SheSays; CEO, Shout
Denise Larson*, Principal and Co-Founder, NewMediaMetrics, Inc.
William Lauder*, Executive Chairman, Estée Lauder Companies
Jim Lecinski*, VP, US Sales, Google
Tara Walpert Levy, Managing Director, Ads Marketing, Google
Chris Lyons*, Global Segment Director/B2B, Eastman Kodak Co.
Duncan McCall, CEO, PlaceIQ
Ty Montague, Co-Founder, Co-CEO, Co:Collective
Kenneth Mork, Digital Client Director, Gorm Larsen & Zornig
Mark Morris*, Former Chairman/Worldwide Client Director, Bates North America
Tom Morton*, Chief Strategy Officer, EuroRSCG Worldwide
Elissa Moses, EVP, Neuroscience and Emotion, IPSOS
Graham Mudd*, Head of Measurement Market Development, Facebook
Wes Nichols*, CEO, MarketShare
Rob Norman*, Chief Digital Officer, GroupM Interaction Worldwide
Joe Plummer*, President, Sunstar Foundation
Penry Price*, President, Media6Degrees
Gary Reisman*, Principal and Co-Founder, NewMediaMetrics, Inc.
Rosemarie Ryan, Co-Founder, Co-CEO, Co:Collective
Neela Saldanha, Director, Innovation Insights, Pepsico
Zuzanna Stepniakowska, Research Assistant, WFoA
Michelle Taite, Associate Brand Development Manager, Unilever
Rishad Tobaccowala*, Chief Strategy Innovation Officer, VivaKi
Bob Victor*, SVP, Strategic & Financial Planning, Comcast
Kip Voytek, Director of Digital Innovation, MDC Partners
Sarah Watson, Chief Strategy Officer, BBH New York
Hailey Weiss, Research Assistant, WFoA
Jerry Wind, Lauder Professor, The Wharton School
John Winsor*, CEO & Co-Founder, Victors & Spoils; Chief Innovation Officer, Havas

*GAB member

Agenda:

Phil Cowdell, R2C; Rosemarie Ryan and Ty Montague, Co:

Phil Cowdell, R2C; Rosemarie Ryan and Ty Montague, Co:

Thursday, November 15
Location: Co:Collective Offices
419 Park Avenue South, 3rd floor, NYC
(at 29th St.)

6:00 pm                Reception

6:30 pm                Welcome from our Co:Collective Hosts and Introductions
                                 Rosemarie Ryan and Ty Montague, Co-Founders and Co-CEOs,
                                 Dr. Jerry Wind, The Lauder Professor, Professor of Marketing

7:00 pm                A Future Vision of Advertising’s Social Impact
                                 David Jones, Global CEO, Havas

7:30 pm                Dinner and Table Discussions

8:30 pm                Readout from Table Discussions

9:00 pm                Adjourn

Nancy Hill, CEO, 4As

Nancy Hill, CEO, 4As

Friday, November 16
Location: 4A’s Offices

1065 Avenue of the Americas, 16th Floor

7:30 am              Continental Breakfast

8:00 am              Welcome from Our 4A’s Hosts and Introductions
                               Nancy Hill, President and CEO, 4A’s
                               Mike Donahue, Executive Vice President, 4A’s
                               Jerry Wind, The Lauder Professor, Professor of Marketing

8:15 am              Embracing the Future of Advertising
                               Donny Deutsch, Chairman, Deutsch, Inc.

9:15 am              The Wharton Future of Advertising Program: Update and Directions
                               Catharine Findiesen Hays, Executive Director, Wharton FoA Program
                               Jerry Wind, The Lauder Professor, Professor of Marketing

9:45 am              Break

10:00 am            “5 & 5” Insight Sharing Lightening Round – a perennial favorite
                                Board and Guest Executives, Innovations and Insights from the Field                               
                                5-minute presentations + 5 minutes discussion of implications for action

                                Use of Executive Sponsors to Develop Client Leaders, Celia Berk, Young & Rubicam Group
                                Datageeks and Storytellers, Phil Cowdell, R2C Group
                                Ad Battle of the Century: Facebook Crushes Primetime TV, Kirk Cheyfitz, Story Worldwide
                                New Tools for Planning & Maximizing Word of Mouth Advertising, Ed Keller, Keller & Fay
                                Future of Payments Systems and Implications for Advertising, Courtney Kelso, AmEx
                                New Technologies, Jim Lecinski, Google
                                Digital Leakage & Other Trends, Rishad Tobaccowala, VivaKi

11:30 am            Advertising 2020 Project: Initial Findings and Action Plans

  1.                    What could/should advertising look like in 2020?
  2.                    What should we do now to prepare for that future?

Noon                  Lunch and Continued Discussion of Advertising 2020 and its Implications

1:00 pm              “Connecting with Consumers in the New World”
                                William P. Lauder, Executive Chairman and Chairman of the Board of Directors, The Estée Lauder Companies Inc.

1:45 pm              Break

2:00 pm              “5 & 5” Insight Sharing Lightening Round – continued

                                Stephen Kim, Microsoft
                                ZEROLINE in Action—Case Volvo, Karsten Koed, Gorm Larsen Zornig
                                The Force of Nature… When Change Actually Happens, Denise Larson, NewMediaMetrics
                                Laurent Larguinat, Mars Marketing Lab
                                Measuring Effectiveness, Graham Mudd, Facebook
                                Complexity, Kip Voytek, MDC Partners
                                Duncan McCall, PlaceIQ

3:00 pm              Game Changing Technologies Reinventing Advertising

3:30 pm              Wrap Up: Action Agenda for Participants and for the Wharton FoA Program

1. What will you do differently Monday morning as a result of what you heard and discussed at this meeting?

2. What suggestions do you have re: Ad 2020 and the overall program?

4:00 pm              Adjourn