MDW Boulder 2011 Agenda
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This two-day workshop brings together digital thinkers and practitioners to share insights on making digital work. On day one, participants will learn about evolving consumer trends and digital strategy, and how to build new teams and processes for digital work. Hands-on sessions will explore anxieties and aspirations around digital work, and challenge participants to create something digital. Day two focuses on new agency models, transforming organizations, the role of technology in creative work, and mobilizing consumer participation through digital experiences. Additional hands-on sessions will help participants rethink their own organizations and inspire consumer engagement. Attendees will gain an understanding of roles, processes, and criteria for evolving digitally as individuals and companies.
MDW Boulder 2011 Agenda
- 1. MAKING D I G I TA L WORK 4 Wh en Where Cost 8:30 a .m . – 6:00 p .m. Boulder Digital Works $1250 before April 8 April 28 – 29, 2011 1011 Walnut St. Suite 200 $1500 after April 8 Boulder, CO 80302
- 2. WHAT IT IS This two day session brings together some of the On day two, we cover new agency models and leading digital thinkers and practitioners – from their lessons, the challenges of transforming an agencies that are totally digital to those in the organization, the role of technology and how to midst of transformation – in order to share obser- fuse it with creative, and finally, how to mobilize vations, insights, and ideas along with approaches consumers to participate in new and relevant that actually work. The agenda will cover all ways. Again, we’ll conduct two hands-on work aspects of what it takes to start thinking and sessions – one that encourages you to think behaving more digitally. about how you’d change your own organization, On day one, we cover consumer trends, digital and a second on ways to inspire consumer strategy, new teams and processes, the evolution participation in digital experiences you create. of user-experience, a definition of great digital When you leave, you'll have a better under- creative, and how to actually build things. The day standing of the roles, processes, and evaluation includes two hands-on work sessions; one that criteria needed to evolve, both as an individual explores our own anxieties and aspirations, and a and as a company. second that challenges us to actually create something digital. THE TALENT Edward Boches Matt Howell Tim Malbon Gareth Kay Tim Malbon Chief Innovation Global Chief Digital Officer, Founding Partner Associate Partner Director Founding Partner, Officer – Mullen Managing Partner – Arnold – Made By Many ofMade By Many – Brand Strategy – GSP Alessandra Lariu Scott Prindle Matt Britton Tim Malbon Kim Laama Sr. VP Digital Group Creative VP/Executive Creative Chief Executive Officer Creative Director Founding Partner Director – McCann Erickson Technology Director – CP+B – Mr. Youth – AKQA – Made By Many Daniel Stein John Winsor Chief Executive Officer Chief Executive Officer – EVB – Victors & Spoils
- 3. LEAD INSTRUCTORS Edward Boches Chief Innovation Officer – Mullen Edward Boches is one of Mullen’s four original partners. Over the last 28 years he has helped define the agency’s creative standards, established its public relations group, integrated digital design and production into all of the agency’s operations, and launched its growing social media practice. Today he primarily focuses on helping the agency and its clients draw from emerging technologies, cultural movements, social platforms and changing consumer habits to create more effective communication platforms, social experi- ences and digital utility. In addition to his day job, Edward speaks frequently on industry and consumer trends and how to transform agencies to become more digital. He has a popular Ad Age 150 blog, Creativity_Unbound; serves on the board of directors at Boulder Digital Works, lecturing at its executive workshops; and is also a board member at Spring Partners, makers of the popular Springpad application. You can find him on Twitter @edwardboches and occasionally at http://thenextgreatgeneration.com, a crowd-sourced Gen-Y blog that he incubated and continues to support. Matt Howell Global Chief Digital Officer, Managing Partner – Arnold Matt has built his career at the intersection between marketing and technology. He arrived at Modernista! via R/GA, where he lead the Nike team in its creation of industry-defining products such as Nike+, Nike iD and the Nike Online Store. Previously, he launched an R/GA expansion office in Stockholm, Sweden. Matt began his career in traditional advertising at Ogilvy & Mather in London before transitioning to digital marketing in 1996. Since this time, he has overseen work for clients ranging from AT&T to Sony to Cadillac to Prada. Over his career, Matt’s work has taken top honors at Cannes, the One Show, the Clios, and others, and has been featured regularly in Communication Arts and Creativity. He also sits on the Board of Directors at Boulder Digital Works at the University of Colorado, where he is a frequent lecturer. Matt joined Modernista! in 2008 to run the interactive group. His first major action was to dissolve the practice, integrating interactive thinking and execution into the heart of the agency’s offering. He stepped into the role of President in 2010. He has recently joined Arnold Worldwide as the Global Chief Digital Officer and Managing Partner. Gareth Kay Director of Brand Strategy – Goodby, Silverstein & Partners Gareth joined GSP in 2009 to lead strategic thinking on the agency's digital output and to help foster digital thinking and innovation throughout the agency's strategic output. Prior to GSP, Gareth established the planning discipline at Modernista!, building a department recognized for both its creative inspiration and business effectiveness. He was recently recognized by his peers as the most respected planning director in the U.S. He began his career in the U.K. helping develop award-winning communications for Waterstone's, fcuk, the BBC, Reebok and Unilever. He graduated from Oxford University with an MA in Philosophy, Politics and Economics. Gareth also serves on the board of the VCU Brandcenter, is a cofounder of the non-profit Planning For Good and writes one of the first planning blogs, “Brand New.” Tim Malbon Founding Partner – Made by Many Tim joined The Internet in 1999, designed his first social sites in 2000, and has been making new digital stuff ever since. For most of his career he’s been fortunate enough to work with entrepreneurs, start-ups and media owners to invent and create whole services and businesses, and somehow he’s managed to avoid ever having to design a banner ad. Tim writes about the future of media for the Telegraph and was recently named as one of Revolution Magazine’s ‘Future 50¬ – one of the the “marketers, authors, entre- preneurs, and thinkers who will shape the digital industry of tomorrow”. It also called him “disruptive and challenging”. Tim has a number of side projects and obsessions bubbling away, including his ‘brand- stalking’ experiments and an interest in hyper-localism. You can find him on Twitter at @malbonster – come and say hello.
- 4. AUDIENCE This workshop is designed for people work- General target: ing in client and agency organizations who (1) Client organizations: marketing officers, are joined in the pursuit of creating relevant, brand managers, product managers, engaging, effective work. public relations executives; Ideally, this workshop will be attended by (2) Agencies: account management of all members of client and agency teams who levels, account planners, broadcast producers, are committed to improving both the quality interactive producers, and operations / finance of their relationships and effectiveness of officers. their work. WHAT YOU WILL LEARN • The complexity of creating marketing and advertising for digital channels • How the new digital landscape affects each step in the agency-side process, including persona development, creative briefs, client-side relationships and the entire production process • How changes in clients’ structure and approach can be optimized to simply create better work • The power of employing technology expertise at both the agency and client levels in creating digital concepts • How it all has come together for the industry’s leading case studies
- 5. DAY ONE WORKSHOP SCHEDULE Breakfast at BDW Most of the lecturer / presenters will be on hand the 8:00a.m. - 8:30a.m. entire day of their presentation, if not both days, to help lead the four hands-on workshops that take Welcome place over the two days. 8:30a.m. - 8:45a.m. David Slayden, Executive Director of BDW. The Evolving Landscape, Consumer and Marketplace 8:45a.m. - 9:15a.m. Edward Boches, Chief Innovation Officer at Mullen, DAY TWO focusing on the need to actually build things, collaborate across disciplines and learn by doing Breakfast at BDW rather than watching. 8:00a.m. - 8:30a.m. New Teams and Processes for Making Digital Work Strategy for the Post-Digital Age 9:15a.m. - 10:15a.m. 8:30a.m. - 9:30a.m. Matt Howell, Global Chief Digital Officer and Managing Gareth Kay, Associate Partner and Director of Brand Strategy Partner at Arnold will present his vision for the new brand at Goodby, Silverstein & Partners will inspire us all with team, individual roles and the process necessary to go thoughts on how strategy has to evolve if it’s to inform work from making messages to building platforms. that’s interactive, shareable, and participatory. Break UX for the Eco-System 10:15a.m. - 10:30a.m. 9:30a.m. - 10:30a.m. Kim Laama, Creative Director at AKQA, will explain how to Workshop 1: Fears, Concerns, Anxieties think about UX when the digital experience is no longer 10:30a.m. - 11:45a.m. limited to a website but instead includes social media, apps, and a brand’s extensive online presence. Lunch and Informal Q+A Session 11:45a.m. - 12:45p.m. Break John Winsor, Chief Executive Officer at Victors & Spoils, 10:30a.m. - 10:45a.m. will discuss new agency models and what we can learn from them. Evolving from Ideation and Managing to Innovating and Building Changing Your Organization 10:45a.m. - 11:45a.m. 12:45p.m. - 1:45p.m. Matt Britton, Founder & CEO, Mr Youth. Alessendra Lariu, co-founder of SheSays, former Group Learn how to create a distinct competitive advantage Creative Director at McCann Erickson and instructor at beyond people and ideas through the creation of Hyper Island, shares her experiences in helping change proprietary advertising technology things inside a traditional agency. Lunch The Role of Creative Technologist 11:45a.m. - 12:45p.m. 1:45p.m. - 2:45p.m. Workshop 3: Review of Make Something Ideas Scott Prindle, VP / Executive Creative Technology Director 12:45p.m. - 1:45p.m. at CP+B, clarifies the role of the creative technologist and the qualities necessary if he or she is to make technology New Models, Alliances, Culture part of the creative team. 1:45p.m. - 2:45p.m. Break Daniel Stein, Chief Executive Officer at Evolution Bureau, will 2:45p.m. - 3:00p.m. speak from experience when it comes to creating a culture of innovation, developing new multi-agency collaboration How to Actually Make Something models to deliver social content, branded experience and 3:00p.m. - 4:00p.m. community applications. Tim Malbon, Founder of Made by Many challenges us to build things faster, prototype as we go, and get to market- Break more quickly. Better yet, he actually shows us how. 2:45p.m. - 3:00p.m. Learning by Doing: Brandbowl, Hollergram, Dexter ARG Workshop 2: Make Something and Get it Online 3:00p.m. - 4:00p.m. 4:00p.m.. - 5:00p.m. Edward Boches, Tim Malbon, and Matt Howell will cover real Discussion and Recap time decision making, learning as you go, building, Apple 5:00p.m.. - 5:30p.m. store, launching at an event, marketing via social. Reception Workshop 4: Transformation – What Will You do When 5:30p.m. You Get Back Drinks and fun at The Med (across the street) 4:00p.m. - 5:00p.m.