Creative Panels Sessions at 2016 New York Show explores brand disruption

Programme

10-11am - New York Women in Communications presents… Content Disruption

Consumers today are in control and they are savvier than ever. To meet their increasingly demanding preferences, marketers have broken through the bonds of traditional advertising and storytelling is now the thread that runs through everything. So how do brands develop content that breaks through? This panel will discuss not only what it takes to break through but also how brands can even drive the cultural conversation, when they get it right.

Panellists: Beth Collins Ellard, executive VP, Media – The Advertising Council, NY and Maya Draisin, associate publisher & head of marketing – Wired, NY. Moderated by Georgia Galanoudis, md – Imprint, NY.

11.30am -12.30pm - The Content Council Presents…Is content marketing the only marketing left?

Create a movement and inspire a tribe of people to believe. That is when content marketing is at its best. Sure, you can use content to educate, but how do you inspire people to action? How can you make a brand stand for something bigger than a product or service? Join the premier non-profit organisation, representing content marketers globally, for a lively discussion on using storytelling for a greater purpose.

Panellists: Jacquie Loch, VP content solutions – St. Joseph Communications Media Group, Canada, Andy Seibert, chairman & managing partner – Imprint, NY / chairman – The Content Council, NY, Rachel Jo Silver, founder – Love Stories TV, NY and Beth Tomkiw, chief content officer – Manifest, Chicago. Moderated by Lori Greene, founder – LPG Enterprises, NY.

1.30-2.30pm Weber Shandwick presents…Pushing buttons—and cultural boundaries.

Advertising has typically reflected a cultural status quo, offering scenarios that represent the friendly and familiar. However, what happens when the ‘taboo’ or controversial is presented? As more brands become socially conscious and inclusionary of non-traditional lifestyles—and recognise those who live them as a growing and often underrepresented demographic— we are seeing the emergence of a new definition of normal. Whether it is LGBTQ couples or biracial families, to presenting topics that touch a political nerve, more brands and organisations are sparking conversations. This panel will shine a light on campaigns that intentionally courted conversation by including groups or topics normally excluded from mainstream messaging while purposefully leaning into unchartered territories to elevate the ‘holy trinity’ of paid, owned and earned integrated campaigns. How will advertising be more culturally relevant and react “faster” to cultural shifts in an always-on world evolves?

Panellists: John Mescall, global executive creative director – McCann Worldgroup, Gary Osifchin, Vice President, Brand Equity, Global Biscuits – Mondelēz International, Josy Paul, chairman & chief creative officer – BBDO India and Jenna Young, executive creative director – Weber Shandwick, NY. Moderated by Michael Schiferl, executive VP - Weber Shandwick.

2.30-4.00pm Miami Ad School presents…Beyond your portfolio: get people talking about you!

Agencies hire people, not portfolios. This workshop will look at some of the things young creatives did that challenged society’s entrenched beliefs and attitudes and explore what you need to do to get people talking about you!

Panellists: Raj Ramamurthy, art director - Ogilvy and Mather, NY, Jessica Shriftman, art director - Wieden + Kennedy, NY and Nick Smatt, account planner - BBDO, NY. Facilitated by Pippa Seichrist, cofounder, head of innovation & development – Miami Ad School.

Bookings

The 2016 New York Show events, on 19 May, feature four creative panel sessions, a cocktail reception, the awards ceremony and an after-party. New York Festivals will welcome award winners, jury members and guests from around the globe to this day long series of events honouring the World’s Best Advertising. To purchase tickets, go here.