CreateTech Day 2 - Thursday, November 10, 2016
Schedule and session details subject to change. Stay tuned for updates.
CreateTech Day 1 Agenda - Nov. 9 Here!
7:30 - 8:25 AM - Breakfast & Networking
8:25 - 8:45 AM - CreateTech Day 2 Special Introduction - Tom Goodwin, EVP, Head of Innovation, Zenith
8:45 - 9:15 AM
Keynote: Envisioning Connected Experiences -- Building Brand Relationships
Steve Haro, 777X Connectivity, Boeing & Founder-CEO, Lift 360 LLC
Steve's current work with Boeing involves developing new features to ensure the 777X airplane supports the current and future Internet of Things Aviation (IoTA) ecosystem. He works across all domains of the airline to identify the emerging connectivity technology requirements to support the future needs and expectations of passengers, crew and airlines.
9:20 - 9:50 AM
Celebrating 5 years of collaboration at the intersection of technology and creative, Kellogg's and VML
Maria Keller, Global Director IT Marketing, Global IT Commercial Business Solutions, Kellogg's
Jeff Geheb, Chief Technology Officer, VML
9:50 - 10:20 AM - Break, 30 minutes
10:25 - 10:50 AM
Closing a chapter on branding but not the book
Leland Maschmeyer, Chief Creative Officer, Chobani & Board of Directors, Collins, Faculty, School of Visual Arts
With the advent of connected networks of people and systems, building brands is now more about the phenomenology of interactions than the psychology of mental myth making. Leland Maschmeyer will draw on the history of design and systems thinking to explore how we can create new paradigms of brand experience.
10:55 - 11:35 PM
Designing Beyond the Agency
Dulari Amin, Co-Founder & President, Phenomenon
Neil Robinson, Co-Founder, Chapter
Alison Walden, Director, Experience Technology, SapientNitro
Dustin Callif, Managing Partner, Digital, Tool of North America
Moderator: Christophe Jammet, Director Social Media + Mobile, DDG
There’s a new crop of creative companies surfacing in our industry that are being led by design-thinking. These creative consultants, innovation and transformation agents, and creative studios are often helmed by ex-agency folks realizing their own vision of marketing through new ventures, or traditional shops reinventing themselves to better reflect rapidly changing trends and client needs. So, as these companies pioneer a new kind of marketing, what role does design play in their work with clients? Are there common threads among these agency vigilantes? Hear from a panel of design experts as they discuss the experience of practicing design and promoting design principles and methods in marketing beyond the agency world.
11:40 - 12:00 PM
Machines will break our hearts
Matevz Klanjsek, Co-founder & Chief Product Officer, Celtra
Matevz will discuss the inability of increasingly automated, standardized and mass-produced digital advertising to evoke authentic human emotion and how smart use of creative technology can help advertisers leverage unique characteristics of mobile advertising to craft exciting and engaging creatives and genuinely connect with consumers.
12:00 - 1:15 PM -- LUNCH & "Build an AI Bot" Workshop
12:15 - 1:15 PM -- SPECIAL "Build-an-AI-Bot" Led by Decoded - Limited to 25 - sign up here: https://goo.gl/JeH7rf
You’ve heard news about Facebook and Microsoft creating Artificial Intelligence “bots” that allow customers to interact with organizations without requiring human interaction. And the latest Gartner Symposium/ITxpo predicted that by 2020, autonomous software agents outside of human control will participate in five percent of all economic transactions. In this session, attendees will get hands on and create their own bot, and understand possibilities that a bot can open to the organization.
What is a bot? How do bots work? We will demystify the concepts that make a bot function behind the scenes. Showcase of existing bots: the good, the bad and the ugly, including problems bots are currently facing as well as the power they can give to individuals and organizations.
Create & showcase your own web-based bot Understand the power your bots could bring to business.
Learn how bots can aid in storytelling.
1:20 - 2:20 PM
Experiments in the Wild - Angela and a group of creative technologists will present and discuss experimental technologies being applied for future-forward marketing, and remind us how more established technologies can also get out the word in fresh, engaging ways.
Angela Fung, Executive Director of Digital Production, Ogilvy & Mather
Jason Wurtzel, Executive Director of Technology, Ogilvy & Mather
Joe Laquinte, Creative Technologist, Ogilvy & Mather
Freddie Bologno Mobile Product & Messaging Manager, Do Something
Matthieu Lorrain, Creative Innovation Lead, The ZOO (Google),
Michael Villaseñor, Creative Director, Marketing & Innovation, The New York Times,
Mike DiGiovanni, Mobile Architect, and Beryl Bai, Visual Designer, Isobar
2:25 - 2:55 PM
The Future is Connected by Design
Chloe and Mike will take us on a journey through the R/GA "Whole Brands" approach to brand building, ground-breaking case studies and an insight-rich look into the future of communications design.
Chloe Gottlieb, North America EVP, ECD, R/GA
Mike Rigby, VP, ECD Business Transformation, R/GA
2:55 - 3:25 AM - Break, 30 minutes
3:30 - 4:00 PM
The New Breed of Brand Intelligence
Kim Dunbar, Digital Agency Lead, IBM Watson Partner Program &
Marc Blanchard, Global Head of Experience Design, Havas Worldwide
Marketers are collecting more data than ever about consumers, but without the right technologies to effectively analyze and action all of this information, very little proves valuable. To combat fruitless data collection, IBM and the Havas Group have launched Havas Cognitive to bring the cognitive computing power of IBM Watson to marketers -- and ultimately help them develop marketing campaigns and products better tailored to individual consumers.
Kim and Jason will talk about how marketers can leverage artificial intelligence and move closer to one-on-one audience segmentation as well as examples of how cognitive technology transforms business.
4:05 - 4:25 PM
The Importance of Design Systems
Rachel Been, Art Director / Designer, Material, Google
Rachel will talk about the inception of the Material Design system at Google and how the project has inspired a strong community of digital design both internally and externally. She will also talk briefly about some un-orthodox system projects related to Material Design and why digital system design is important.
4:30 - 5:10 PM
Experience Design & The Future of Advertising
A CreateTech wrap-up conversation led by Piers Fawkes, Founder, PSFK with
Billie Whitehouse, CEO, Wearable Experiments
Torsten Gross, Executive Planning Director, JWT
Adriana Krasniansky, PSFK
5:10 - 5:20 PM
Wrap-up & CreateTech ends!