The world has changed. There are new rules, but nobody knows what they are yet, so many are clinging on to the status quo for as long as possible. Incredibly, the creative agency has been one of the slowest business’ to adapt to the new world around us, which raises the questions;
Can legacy agency networks introduce new ways of working faster than their aging, lucrative model and structure declines? What if everything that has made ad agencies iconic and essential in the past is exactly what makes them vulnerable now? What if the next generation of client doesn't want to foot the bill of dismantling and transforming a behemoth built to work in a pre-digital world? Are we as an industry guilty of perpetuating the myth of innovation in advertising?
As the consumer evolves, how will the next generation of client, and what will drive the CMO’s of the future decision making process when selecting an agency partner?
This event will explore these questions and more. Hosted by Chris Johns, Managing Partner at Forever Beta. Forever Beta is a London & New York based creative & innovation company that is constantly experimenting and exploring new ways of working with clients.
The event will also include a panel session and Q&A with three leading client side Marketers from three of the most innovative brands in the world.
Bethany Poole, Global Marketing Director, Google
Afdhel Aziz, Global Brand Director, Absolut
Sydney Williams, Global Digital & Social Marketing, GE
Moderated by Ronald R. Urbach, Chairman, Davis and Gilbert LLP
About the Speakers:
Managing Partner, Forever Beta
Chris has a broad and varied agency background, having worked across digital & social, sponsorship & experiential, and TV, Radio & Print. He has experience within independent agencies and holding company network agencies, all of which has led him to lead the launch of independent creative & innovation company, Forever Beta in the US. Passionate about creating a model for the future, and not clinging on to the past the team at Forever Beta are working with progressive client’s to explore new ways of working together.
Global Head of Marketing, Google
Bethany has been at Google for over 10 years now, having been a Product Marketing Manager and Marketing Manager within Google Creative Labs, she is now Global Head of Marketing for Google Learn, a division that includes Google Think and the excellent Primer app, which aims to change the way people learn. Throughout her career she has developed an extensive knowledge and experience of working with a variety of agencies.
Global Digital & Social Media Marketing, GE
Sydney hails from an agency background, having spent time at McGarryBowen. In 2013 she moved client side to GE where as part of the Global Brand Marketing team she leads social media content and strategy for GE. Sydney is well placed to offer a perspective on what the next generation of client will demand from agency partners.
Global Brand Director, Absolut
Afdhel is a seasoned innovator in Marketing, having led brand strategy and campaigns for Procter and Gamble, Nokia, Heineken and Absolut that consistently push boundaries. His current role sees him as the global lead for The Absolut Labs, a marketing innovation lab that allows the Absolut brand to think and act more like a start-up, and importantly allows the brand to experiment and look far into the future. Afdhel has a progressive and collaborative approach to agency partnerships, and shares a passion for defining what the client/agency relationship of the future will look like. He is also the co-author of 'Good is the New Cool: How Great Marketing Can Optimize Life", coming out from ReganArts in 2016.
About the moderator:
Ronald R. Urbach
Chairman, Davis and Gilbert LLP
Ronald R. Urbach is Chairman of the firm and the Management Committee. He is also co-chair of the Advertising, Marketing & Promotions Practice Group and head of the Intellectual Property; Entertainment, Media & Sports and Digital Media, Technology & Privacy Practice Groups.
His clients include numerous multinational, national and regional advertising agencies, including those agencies that are viewed as being the top creative agencies in the world. Agency clients include the full range of below the line agencies which include promotion, direct marketing, telemarketing, public relations, health care, interactive, event and other businesses. Some of the largest advertisers and marketers in many different product categories are his clients, including those in the automotive, telecommunications, wireless communication, retailing, video games, consumer electronics, publishing, membership services, computer, entertainment, internet, alcoholic beverages, magazines and travel sectors.
Mr. Urbach has been recognized as a leading advertising lawyer for ten consecutive years by Chambers USA: America’s Leading Lawyers for Business (2006-2015) and has received a “Star Individual” ranking since the inception of this tier. The guide describes him as “probably the best attorney in the field today; his advice and counsel are invaluable.” In addition, Mr. Urbach has been consistently recognized by The Legal 500 U.S. (2008-2015) as a “leading lawyer” in the area of advertising and marketing, where he is designated by clients as one of “the best attorneys in the field today.” Mr. Urbach has also been recognized as one of The Best Lawyers in America in advertising law (2010-2016) and as a Super Lawyer by New York Metro Super Lawyers (2007-2015).