8:00 - 9:00 AM
Registration & Breakfast
9:00 AM – 11:40 AM
Welcome and Opening Remarks
Marla Kaplowitz, President & CEO, 4A’s
9:20 - 9:50
Opening Keynote: The Innovation Imperative for Creative Business
Dr. Kumar Mehta, founder of an innovation think tank and author of The Innovation Biome, shares the foundational elements that drive innovation, and a framework to manage and scale it. Directly counter to long-held academic views about “the innovator’s dilemma,” Mehta demonstrates that legacy organizations can foster sustained innovation: good news for agencies and clients transforming their business in an age of accelerated change—and will help give you tools for your innovation program.
9:50 - 10:20
Change Management: Innovation in Action
We all live in a constant loop of adapting to change. For people individually and businesses as organizations, change management is both a global and a local priority, aimed at forecasting the future, presenting ideas and proposing new ways of working. In this session, industry leaders discuss how they manage change across clients, companies, and teams, and in their own lives.
Moderator: Tim Leake, SVP/Chief Marketing & Innovation Officer, RPA
Michael Lebowitz, Founder & CEO, Big Spaceship
Melissa Lentz, CEO, MAGNET Global Network, Owner, M.Hatter Consulting LLC
Philip Rackin, VP, Business Transformation, R/GA
10:20 - 10:40
New for CreateTech 2019: a series of lightning talks threaded throughout the program, taking attendees behind the creators’ studio with some of the industry’s leading technologists. Co-curated and emceed by Alexander Rea, this series looks at great work and how it came to be—as explained by the masters who made it.
Introduction: Alexander Rea, Technology & Experiential-Focused Executive Creative Director
CreateTech Masters: The Brain Game
Brain entrainment techniques are slowly becoming part of the mainstream conversation. Meditation, sound baths, light therapies, virtual reality—all are raising awareness of the neuron. The transmedia experience “Neurospeculative Afrofeminism”, questions how these technologies and techniques intersect with storytelling, world-building, and identity. By exploring brain science within an Afrofuturist narrative, we've recontextualized a familiar space—the hair salon—and reimagined it as a brain lab. In this speculative world, infinite possibilities exist; the only limit is your imagination.
Ashley Baccus-Clark, Director of Research, Hyphen-Labs
10:40 - 11:10
11:10 - 11:40
Stop Mistaking Innovation for Futurism
The world's most forward-thinking businesses anticipate the future—and they create that future. But following these trailblazers mistakes innovation for futurism, keeping creators from finding their own paths. This session explores why futurism in the advertising industry should be a compass for innovation in creative technology, and it offers strategy on making room for futurism, in culture and budgets—and bringing talent and partners along for the ride.
Moderator: Mauricio Ruiz, Creative Technology Director, Grey New York
Alexis Lloyd, Head of Design Innovation, Automattic
Neil Redding, Executive Technologist, Digital Futures Strategist
Jared Weiner, EVP & Chief Strategy Officer, The Future Hunters
11:40 – 12:40 PM
Three concurrent breakout sessions give attendees the opportunity to dive deeper
into the pressing industry topics most relevant to their interests.
Workshop 1: A Voice in the Wilderness: Getting Hands-On with Voice Technology
“Alexa: What’s my voice strategy for 2019?” If only it were that easy. Voice-activated digital assistants are rapidly reshaping the way consumers interact with technology, leading us toward untold changes for brands and marketers. But many marketers are still trying to figure out how to use this new technology without understanding how it works. In this session, attendees will learn about the tools they need to create their own “skills”: voice-powered apps that let smart speakers check the weather or update shopping lists. We’ll look at the state of the voice market, experiment with key platforms and tools in voice programming, and explore the incredible power (and fundamental limitations) of today’s digital assistants.
Layne Harris, Vice President, Head of Innovation Technology, 360i
Workshop 2: Creative AI 101, or: How I Learned to Stop Worrying and Love the Neural Network
Artificial intelligence isn’t in the toolset of the typical creative technologist. Not yet, anyway. And for those of us who consider math something to avoid at all costs, getting into AI can seem pretty daunting. In this workshop, Husani Oakley walks through an AI-driven creative project created specifically for this talk to show how your code—and how you think about your code—can include artificial intelligence without melting your brain…or blowing your schedule.
Husani Oakley, SVP, Director of Technology, Great Machine, Deutsch’s AI Innovation Studio
Workshop 3: Creative Dim Sum : Creative Concepts Made Easy
Creative Dim Sum is a collaborative methodology developed by Technology, Humans and Taste (THAT) that forces collaborative conceptual thinking that results in new ideas. Based on actual science and extensive research into collaborative methods across industries, this workshop will give you an overview of their Creative Dim Sum process and the Dim Sum Club they hold every Friday at 4PM. So far Dim Sum Club has resulted in an open-source library of over 1000 concepts created by a collection of artists, technologist, thinkers, makers, experts from related and unrelated fields.
Nathan Phillips, Co-Founder & Chief Creative Officer, Technology, Humans and Taste (THAT)
12:40 – 1:40 PM
12:50 - 1:35
Lunch and Learn
Sponsored by Pathmatics
Analyzing the Facebook 500: Bringing Transparency to Facebook Advertising
While nearly $27B of advertising spend is allocated to Facebook, CMOs and their teams are increasingly left in the dark when it comes to understanding both their own campaigns, and the campaign strategies of their competitors. With real-time analysis of advertising campaigns from the top 500 advertisers on Facebook, Pathmatics CMO William Merchan will put a spotlight on industry trends and share unique insights on creative strategies on Facebook.
William Merchan, Chief Marketing Officer, Pathmatics
1:40 – 5:30 PM
1:40 - 2:10
Agency by Definition
Agency is a word commonly used in advertising and marketing… But how does the meaning of “agency” change in a world of hypertext and social media, where innovation is everywhere? And what are the most promising strategies inside the industry to reclaim the meaning and purpose of agency? Where can advertising do well, and do good at the same time? This panel explores the heart of agency and its role in creating meaningful brand futures.
Moderator: Mihae Mukaida, Senior Producer, Innovation, McCann
Esther Bahne, VP Strategy and Innovation, MINI
Christine Lane, SVP, Executive Producer, Innovation, McCann
Nate Pinsley, Managing Director, A/D/O, Strategy & Innovation, MINI
2:10 - 2:30
CreateTech Masters: Becoming a TechnoWizard
Discuss how VR/AR/ML enables a magical world of unlimited creativity.
Sam Snider-Held, Real Time VR/AR Creative Technologist, MediaMonks
2:30 - 3:00
Rock & Roll: Fallon’s Story of In-House Innovation at a Global Scale
All leaders want to inspire their teams to learn, collaborate and try new things. But few can sustain that energy—let alone grow a new billable capability. To create an in-house VR experience about a Soviet-Latvian rock band’s influence on Soviet culture and society in the 1980s, more than 20 Fallon employees taught themselves the production skills—software, hardware, immersive storytelling techniques. Learn how Fallon created Perkons: A VR Rockumentary—discovering the story and then bringing it to life as a mixed-reality experience over two years (amidst client workloads!) while encouraging creative passions in the workplace.
3:00 - 3:30
3:30 - 4:10
AI, Innovation and Creativity
AI is forcing us to challenge long-held assumptions about creativity and delivery, and it’s the edge cases that teach more about AI's potential across the enterprise than anything else. In this discussion boundary pushing creators, technologists, and industry practitioners explore these edges cases and share insight AI’s growing place in a wide array of creative applications.
4:10 - 4:45
Women Leading Innovation Across Major Brands
As women take the lead on innovation across industries and verticals, they face challenges as diverse as their backgrounds. Talent expert and entrepreneur Stephanie Redlener of DDG moderates a panel featuring top female executives at Bloomberg, IBM and MetLife about women’s challenges in leading innovation: the barriers the face and the ways they empower their teams (and other women) to build and support innovative policies and programs.
Moderator: Stephanie Redlener, Managing Director of Talent Strategy, DDG, and Founder, Lioness
Monica Bertrán, Global Head of Corporate & Employee Brand MultiMedia, Bloomberg
Elizabeth O'Brien, Program Director, Sports & Entertainment Sponsorships, IBM
Paige Winburn, Vice President, Global Head of Content Strategy, MetLife
4:45 - 5:15
CMO Innovation Spotlight: Innovation Partnerships and the Responsibility Imperative
What does an innovation partner look like today? As CMOs take the lead on driving growth through faster cycles of innovation and more complex technological consumer experiences, brand responsibility and ethics are coming to the forefront. Agencies, as brand stewardship partners, also have a role.
Catharine Hays, co-host of “CMO Spotlight” interviews leading marketers on the evolution of the their roles.
Moderator: Catharine Hays, Co-Author, “Beyond Advertising”, and Co-Host, “CMO Spotlight,” SiriusXM, C Hays Collaborations
Jennifer Cohan, President, New York, Edelman
Bret Sanford-Chung, VP, CMO Executive Partner, Forrester
Maura Tuohy, Global Director, Marketing, Mozilla, Firefox
5:30 - 7:30
Sponsored by Media Temple