Agenda
Agenda, speakers and sessions are being updated regularly. Please check back for the latest.
Management Practitioners Forum (MPF) 2024!
June 4-5, 2024 | Willis Tower, Chicago, IL
Leading Through Continued Disruption
The combination of a variety of converging factors has resulted in our industry being in a state of ongoing disruption. Agency fees continue to be squeezed, talent and technology costs continue to increase, remote/hybrid work scenarios are the new normal, human creative work is being challenged, and augmented, by AI, and creativity itself has been democratized by the “Creator Economy”. In addition, cultural and social dynamics have become highly politicized, the measurement of digital media remains challenging, and we’re drowning in a sea of data as we search for meaningful and actionable insights. The challenge for agency leaders today is effectively leading their agencies through the continued disruption our industry is experiencing while uncovering opportunities for growth and embracing change. Charting a course that leads to success for your business will be the defining factor for agency leaders.
Times indicated are in CDT.
DAY 1 | June 4, 2024
11:30 AM
REGISTRATION & CHECK-IN
12:00 - 1:00 PM
LUNCH
1:00 - 1:05 PM
OPENING REMARKS BY MARLA KAPLOWITZ
1:05 - 1:25 PM
FIRESIDE CHAT: The Continued Disruption for Marketers
The challenge of marketing products and services today is more complex than any time in history. Consumers have a multitude of options for obtaining goods and services, a myriad of touchpoints to influence their decision-making, a ton of data to assess the impact of the marketer’s efforts and quarterly (and even monthly or weekly) evaluations on the investor value of the marketer’s company. How are marketers adapting to the evolving consumer demands and growing market disruptions and how can agencies assist them in their efforts?
Marla Kaplowitz, CEO, 4A’s
Brett O’Brien, CMO, Frito-Lay North America
Featured Track: Technology
Disruption caused by new and emerging technology
When it comes to technological disruption, AI is the proverbial “elephant in the room.” Its use is increasingly pervasive, yet it’s simultaneously polarizing. Will AI ultimately be beneficial to agencies, a new “table stakes competency” expected of agencies, or an existential threat to the value of agencies? Get ready to explore the potential, the dangers and practical application examples of AI for agencies.
TECHNOLOGY PRESENTATIONS:
1:30 - 1:50 PM
Breakthroughs and Barriers: The State of GenAI for Agencies
Dive into the dynamic dance between cutting-edge technology and human intuition. This session unveils new survey data from Forrester and the 4A’s spotlighting how ad agencies are harnessing AI to catapult creativity and improve efficiency - while also navigating the nuanced challenges. Is GenAI a game-changing golden goose or just another glitchy gadget? Join us to peel back the layers of this transformative trend, exploring both the dazzling opportunities and the daunting obstacles.
Jeremy Lockhorn, SVP, Creative Technologies & Innovation, 4A’s
Mollie Rosen, President, Member Experience, 4A’s
1:50 - 2:10 PM
From Idea to Activation: AI Integration in Growing Agencies
Hear from Alex Sapoznikov on his experience integrating AI into the operations of small and mid-sized agencies.
Alex will guide attendees through Active International and Involved Media’s AI adoption journey from idea to activation, focusing on strategy, implementation nuances and pitfalls to avoid. This session will empower growing agencies with the actionable insights, clarity and confidence they need for their own AI journeys.
Alex Sapoznikov, Chief Information Solutions Officer, Active International
2:10 - 2:30 PM
What's Next with AI? - A Consumer Perspective
Want to understand how society will grapple with the coming changes because of AI? We all want to know… What’s the Story with AI?
Come hear an exciting endeavor with the editorial leadership at the Verge to give ourselves a bit of a pulse on society’s evolving relationship with AI. In this session you will learn about:
– How to be inquisitive and challenging of technology
– How to not hold dear that new technology is a master tool to colonize and commandeer every aspect of our being
– How to reevaluate how technology serves us
– How to determine whatever we build is hurtful or helpful to the commons, whether it causes many to suffer for a benefit of a few.
This was not written by ChatGPT… but definitely by EDWIN.AI.
Edwin Wong, SVP, Media Insights & Innovation, Vox Media
2:30 - 2:55 PM
How Agencies Modernize Their Tech Stack
Modernized tech stacks can be powerful tools that dramatically transform an agency. These technologies provide visibility into critical business functions, improve timely decision-making, promote greater communication and collaboration among teams, increase efficiencies, and reduce errors.
As with any organizational change, readiness is crucial—but where to start? In this session, we’ll cover the key considerations and next steps that will help agency leaders determine when and how to adopt new technologies and go from guessing client profitability to knowing.
The session will help you:
– Understand where your agency falls in terms of readiness
– Compile questions your team needs to consider before starting this journey
– Determine next steps
Bryan Bendo, Principal Sales Consultant, Oracle NetSuite
Natalie Evans, Principal Industry Solution Advisor, Oracle NetSuite
Heather Hopkins, Consulting Solution Principal, Oracle NetSuite
2:55 - 3:05 PM
INTERACTIVE DISCUSSION
3:05 - 3:30 PM
BREAK
Featured Track: Talent Matters
Ongoing talent disruption
The post pandemic workforce is different from any that preceded it, and it’s resistant to the conventions that previously defined work and employer relationships. We will examine the continued disruption in Talent, and the implications for agency culture and talent management.
TALENT MATTERS PRESENTATIONS:
3:35 - 3:55 PM
Navigating the Changing Labor Regulatory Landscape: Changes in Federal Overtime Pay and Non-Competes
The Biden Administration’s recent elimination of non-compete clauses and increased overtime thresholds for white-collar workers presents new challenges for advertising agencies operating in a competitive and tight fiscal climate. These regulatory changes will necessitate a shift in labor law compliance, talent management, compensation and company culture to retain and motivate employees in an ever evolving agency labor market.
Attendees can expect a deep dive into these new federal regulations, expert analysis on how these rules might practically impact agency workforces and operations, and recommended strategies and approaches for future compliance.
Amanda Anderson, VP, Government Relations, 4A’s
3:55 - 4:15 PM
Is Your Agency's Culture a Competitive Advantage?
Maintaining a culture that draws employees and clients to your agency can be tough, especially over the last few years. Learn from Signal Theory's mistakes and wins, and come away with some culture-building ideas to try at your own agency.
Ali Mahaffy, Co-CEO, Signal Theory
4:15 - 4:25 PM
INTERACTIVE DISCUSSION
Featured Track: Agency Economics
Agency business model disruption
The financial model for agencies has been fairly consistent for 100 years. Whether compensation came from commissions or fees, the benchmarks for agency financial management have been relatively stable. However, the combination of client compression on agency compensation, higher talent costs and ongoing investments in technology have necessitated a reassessment of these benchmarks and business model considerations. Let us explore new considerations in these areas.
AGENCY ECONOMICS PRESENTATIONS:
4:30 - 4:50 PM
Leveraging Compensation Methodologies to Drive Profits
Explore how compensation methodologies can directly impact and drive higher profits for your business, drawing insights from the 4A's Analysis of Agency Cost (AAC) and the Compensation Methodology Study.
Using key statistics from the AAC, panelists will draw conclusions on how compensation strategies can impact agency profitability. By understanding and harnessing different compensation approaches, agencies can strategically enhance their financial performance and operational efficiency.
Join us as we present some use cases that have helped agencies optimize profitability through effective compensation methodologies.
Scott Chapin- President, Marcus Thomas LLC
Andrew Graff, CEO, Allen & Gerritsen
Nicole Rizzo, SVP, Business Intelligence & Insight, 4A’s
Richard Tan, Chief Financial Officer & Chief Operating Officer, FIG
4:50 - 5:05 PM
Protecting Your Value: Strategies for Agencies in a Changing Market
Feeling the squeeze from extended payment terms and brand pushback? This session equips you with strategies to navigate the evolving advertising landscape. Learn how to protect your agency’s value, maintain control, and explore new revenue streams beyond traditional models.
Theresa Contario, VP & Business Line Executive, Media, AvidXchange
5:05 - 5:25 PM
Agency Pricing and the Future of SOWs
Most agencies are suffering from The Pricing Problem, fact! With the rise of GenAI, it's only getting worse. In this panel discussion, leaders from two leading independent agencies share how they’ve embarked upon transformative journeys to future-proof their pricing.
Rhonda Contreras, Chief Collaboration Officer, TRG
Tracey Shirtcliff, CEO and Founder, SCOPE Better
Richard Tan, Chief Financial Officer & Chief Operating Officer, FIG
5:25 - 5:45 PM
Driving Growth Within the Programmatic Buying Realm
Don't miss this session designed to empower independent agencies to drive growth within the programmatic buying realm. Delve into valuable insights on how to strategically position programmatic services and effectively pitch to potential clients interested in the space. Acquire actionable strategies for navigating and thriving in the programmatic landscape.
Katy Friday, VP, Business Development, The Trade Desk
Kay Wesolowski, SVP Investment & Partnership, KSM
5:45 - 5:55 PM
INTERACTIVE DISCUSSION
6:00 - 7:30 PM
NETWORKING RECEPTION
DAY 2 | June 5, 2024
8:00 AM
REGISTRATION & CHECK-IN | Breakfast
9:05 - 9:25 AM
OPENING PRESENTATION
Edelman Trust Barometer: Innovation in Peril
Agencies navigating emerging technologies, new policies and streamlined processes must balance innovation and trust to serve stakeholders and drive impact while maintaining credibility with clients. Leaders serving as stewards of change will have to earn trust to generate acceptance and enthusiasm.
For 24 years, the Edelman Trust Barometer has studied the influence of trust across society — government, media, business, and NGOs — to shape conversation, drive results and earn action. The 2024 Trust Barometer reveals a new paradox: rapid innovation offers the promise of a new era of prosperity, but instead risks exacerbating trust issues, leading to further societal instability and political polarization. In a year where half the global population can vote in new leaders, the acceptance of innovation is essential to the success of our society.
Join Radina Russell, U.S. Chair, Corporate Affairs Advisory to understand the research and explore a roadmap to build trust.
Radina Russell, U.S. Chair, Corporate Affairs & General Manager, Southeast, Edelman
Featured Track: The Work Matters
Disruption in Creativity
We know the creative output from agencies has expanded beyond :30 TV spots and full-page, four-color print ads. Content, influencers, creators and even AI have become competing options for traditional ad agency creative output. What defines good and effective creative today and how can agencies maintain their relevance as the primary source for this caliber of work? These questions will be the focus of this segment.
THE WORK MATTERS PRESENTATIONS:
9:30 - 9:50 AM
Does the “Big Idea” Still Matter?
In today’s fragmented media environment where a marketer must consider and choose from a multitude of ways to get people’s attention, and feel the pressure to be in all the places their audience might be, is there a role anymore for the “Big Idea”?
Steven Erich, Co-Founder of Erich & Kallman, will attempt to define what the “Big Idea” means in today’s world and what he believes are the essential building blocks to create and maintain a Big Idea.
Steve Erich, Co-Founder & President, Erich and Kallman
9:50 - 10:10 AM
The PXB-Factor: Measuring-The Antidote to Obsolete
Today, brands that aren’t “making it personal”, are making themselves obsolete. In this session we’ll share a new take on what goes into building a Personal Experience Brand (PXB), and how brands are measuring up on the “make it personal” promise in consumers’ eyes. Laughlin Constable’s Katy Gajewicz (CSO) and Anthony Romano (CEO), will share their agency’s new proprietary research and strategy tool designed to measure a brand’s PXB-Factor and its influence on the hearts and minds of consumers today. This session will leave you yearning to learn where your brand or client sits on the PXB-Factor scale and the shifts needed to make it personal.
Katy Gajewicz, Chief Strategy Officer, Laughlin Constable
Anthony Romano, CEO, Laughlin Constable
10:10 - 10:30 AM
Culture is the Connection
“Culture,” and our understanding of it, has become both the lock and the key of how brands drive financial capital. In this session, we’ll explore the significance of this shift from culture as Merriam-Webster’s “Word of the Year” in 2014, to it being the essential connection for any brand to establish deeper relationships with consumers, build brand equity, and drive sales in 2024.
Sandi Preston, Chief Strategy Officer, Translation LLC
10:30 - 10:40 AM
INTERACTIVE DISCUSSION
10:40 - 11:05 AM
BREAK
Featured Track: Generating Growth
Disruption in business development
While new business continues to be the growth focus of agencies, this area has been experiencing disruption for too long. Pitch “cattle calls”, unclear RFPs, protracted decisions, low margin compensation and unfair payment terms are ongoing issues. How can agencies better manage business development in this context? Also, how can agencies drive more organic growth and stabilize their existing business? These are some of the questions we will address in this segment.
GENERATING GROWTH PRESENTATIONS:
11:05 - 11:25 AM
Product Innovation: Growth Via Focus
Discover how Marcus Thomas achieved success by developing and selling a product tailored for the Lottery industry. This strategy allows the agency to steer RFP narratives, stand out from the competition, implement value-based pricing that transcends hourly service fees, standardize technology requirements, and boost staff utilization by reducing partial demands. Success in the Lottery sector has paved the way for expansion into new categories and avenues.
Ian Verschuren, Partner and Chief Technology Officer, Marcus Thomas LLC
11:25 - 11:35 AM
The New Essential Technology for New Business
There are a plethora of tech platforms and tools to help drive new business. Where do you start? Right here. Matt Chollet will take a look at the latest technology your agency should consider to improve the effectiveness of your new business outreach. He'll discuss the tools that will create intelligent, timely, and personalized communications that drive the right conversations for new business—all while consuming fewer resources.
Matt Chollet, EVP, WinMo
11:35 - 11:55 AM
Punching Above Your Weight – One Agency’s Path to Sustainable Growth
Many small agencies believe their services and capabilities are just as good as those of larger, better-known firms, and they simply lack opportunities to compete. This session will highlight details about FerebeeLane’s commitment to creating those opportunities and share how the ambitious agency from South Carolina is pitching and winning business with some of the most beloved luxury brands in the world.
Matt Ferebee, Co-Founder, Chief Creative Officer, FerebeeLane
Josh Lane, Co-Founder, Chief Operating Officer, FerebeeLane
Dan Prince, Principal, Prince Communications
11:55 AM - 12:15 PM
Solve, Don't Sell, to Drive Profitable Organic Growth
This session will explore the best ways to grow your agency revenue by solving new problems for existing clients. Learn about practical tools that build a profitable organic growth program your teams can start using today.
Stephanie Parker, Chief Client Experience Officer, BarkleyOKRP
12:15 - 12:35 PM
The Meeting After the Meeting
How do marketers decide which agency to choose at the end of an agency review? Is it based on chemistry, strategic thinking, breakthrough ideas, cost, confidence, perceived lack of risk, something else, or a combination of all? Tom Browning, former agency executive and now President at agency search firm JLB+P will reveal what happens in the meeting after the meetings.
Tom Browning, President, JLB + Partners
12:35 - 12:45 PM
Leverage Competitive Intelligence to Generate Growth for Your Agency
The marketing landscape is evolving rapidly due to economic conditions, new technologies, and changing consumer behaviors. In this session, Gregory Aston, Head of Research at Vivvix, a MediaRadar Company, will share an overview of the advertising landscape and discuss how independent agencies can leverage competitive analysis to uncover new opportunities, win attention, and craft campaigns that will drive results for your clients.
Gregory Aston, Director of Research & Data Science, MediaRadar
12:45 - 12:55 PM
INTERACTIVE DISCUSSION
12:55 - 2:00 PM
LUNCH
Featured Track: Leadership Matters
Dealing with constant disruption as an agency leader
With all of the changes our industry is experiencing, the challenge in managing agencies has never been more complex. How should leaders like you adapt your leadership approach to keep your agencies effective and thriving? How can you evolve to be the leader your agency needs you to be? How can you ensure the longevity of your agency? We will be taking on these questions in the culminating segment.
LEADERSHIP MATTERS PRESENTATIONS:
2:00 - 2:20 PM
I Wanted to be a Veterinarian. How to Find Joy in Life’s Pivots
We are in the most transformational time in the agency business in a generation, demanding the need for decisive leadership. More often than we’d all like, we’re presented seminal pivot points that will change the trajectory of our businesses, impacting our people and our clients. We’ll talk about how to find joy in tackling challenges that are not always joyful. And why you should take every opportunity to embrace the pivot.
Dean Broadhead, CEO, Broadhead
2:20 - 2:40 PM
How to Sell Without Selling Out
Succession is one of the most challenging transformations any business can undertake. While there are several paths to consider, private equity presents an emerging option for agency principals. This session will examine Good Giant’s journey with PE and the experiences that led CEO Rich Sullivan to the conclusion that ultimately the best way to build a company that lasts is to build a company that sells.
Rich Sullivan, CEO, We Can’t Stop Thinking
2:40 - 3:00 PM
Brand is a VERB
If you think agency brands don’t matter, you’re in the wrong industry. Especially for independent agencies, your brand serves as a key differentiator with very real value – but activating the most meaningful aspects of your brand doesn’t just happen on its own. It’s in the DOING that great agency brands are built.
Sharon Napier, Executive Chair & Founder, Partners + Napier