Building the “everything” agency

A shift is underway in the advertising industry, and it’s making the role of an agency as a trusted “partner” to brand clients increasingly unclear. With the rise of in-house shops, content production houses and more consulting companies encroaching on agency turf, what can agencies do to keep relationships with clients intact?

At the Digiday Agency Summit in Nashville, we’ll dive deep into the issues plaguing the agency business, from silos to competition from non-agencies and brand content studios to the call for diverse talent, and explore how agencies are working to stay modern and relevant through integration and innovation.

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Speakers

  • David Angelo
    founder & chairman
    David & Goliath
  • Adam Bowen
    strategy director and practice lead
    FCB Chicago
  • Jen Brady
    founder & CEO
    Fred & Associates
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  • Jessica Clifton-Czarny
    U.S. managing director, strategic growth & development
    Edelman
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  • Phil Cowdell
    president of GroupM
    MediaCom North America
  • Harris Diamond
    chairman & CEO
    McCann Worldgroup
  • Joe Grigsby
    managing director
    iCrossing
  • Marianne Malina
    president
    GSD&M
  • Greg March
    CEO
    Noble People
  • Christina Norman
    CEO
    Media Storm
  • Sedef Onar
    chief talent officer
    72andSunny
  • David Rolfe
    evp, director of integrated production
    BBDO
  • Pam Scheideler
    chief digital officer
    Deutsch LA
  • Kate Watts
    managing director, DC
    Huge
  • Jack Skeels
    CEO
    AgencyAgile
  • Ian Wu
    head of programmatic
    Cheetah Mobile
  • Ann Gildea
    vp, agency sales
    Workfront
  • George Swisher
    founder
    LiiRN
  • Jon Mitchell
    vice president of advertising at Revcontent
    RevContent
  • Bethany Gale
    regional director
    Viral Gains
  • Sandeep Milar
    global head of Visa advertising solutions
    Visa Ad Solutions

Attendees

Agenda

Wednesday, March 1st

  • 2:00 pm
    Registration desk opens
    Broadway Ballroom Mezzanine
  • 2:30 pm
    VIP welcome reception
    Broadway Ballroom 206 - By invitation only

    Join fellow VIP agency delegates for an afternoon drink and get familiarized with the format of the meetings before they start.

  • 2:45 pm
    8-minute meetings
    Broadway Ballroom 206 - By invitation only

    The 8-minute business meetings connect VIP agency delegates with innovative technology platforms and media companies. They are designed to help your team build valuable new relationships and ultimately, close business deals.

  • 4:00 pm
    Welcome remarks & the state of agencies
    Broadway Ballroom 204 & 205

    Digiday’s managing editor will welcome attendees and provide an outline of the biggest trends in the industry right now.

    • Shareen Pathak

      managing editor

      Digiday

  • 4:10 pm
    Reinvigorating an agency

    McCann is an agency that traces its roots back over 100 years. The advertising industry is constantly evolving as the media landscape continues to grow. So how does a legacy agency conglomerate adapt in this fast-changing industry?

    • Harris Diamond

      chairman & CEO

      McCann Worldgroup

    Moderator
    Shareen Pathak
  • 4:25 pm
    Enabling today’s marketer to execute data-driven strategies: Dialog with Visa Ad Solutions

    Visa’s global head of ad solutions will discuss trends in using transaction data plan, activate and measure in a digital world.

    • Sandeep Milar

      global head of Visa advertising solutions

      Visa Ad Solutions

  • 4:35 pm
    Finding the right balance between transparency and efficiency

    The spotlight on transparency between agencies and partners is growing, and agencies are taking different approaches to rectify the problem. But how does that affect the agency’s creative process and overall efficiency? There needs to be a balance in place to keep both sides content.

    • Pam Scheideler

      chief digital officer

      Deutsch LA

  • 4:50 pm
    Refreshment & networking break
    Broadway Ballroom Mezzanine
  • 5:00 pm
    Introduction of working groups

    Attendees will split off into groups focusing on one of four key challenges that agencies face: talent, innovation, transparency and collaboration. With guidance from group leaders, each group will meet throughout the Summit to work together on a presentation that outlines how to solve the challenge at hand. These will be presented at the end of the Summit.

    • Shareen Pathak

      managing editor

      Digiday

  • 5:10 pm
    What it means to be an open book

    What happens behind an agency’s doors? Everyone wants to know, and the story varies from agency to agency. With the recent spotlight on the need for full disclosure about processes, pricing and creative development, we will explore all that agencies need to know.

    • Greg March

      CEO

      Noble People

  • 5:25 pm
    The art of collaboration

    Collaboration is talked about a lot nowadays. But what do we really mean by collaboration and does it really make the work and the culture better? Are there right and wrong ways to do it? Join 72andSunny to hear their perspective, tips and truths on the topic.

    • Sedef Onar

      chief talent officer

      72andSunny

  • 5:40 pm
    Sandbox presentations
    Room 201 - Agency executives only

    These rapid-fire sessions introduce agency executives to tech providers.

    5:40 pm - AgencyAgile

    5:50 pm - Selligent

    6:00pm- RevContent

     

    • Jack Skeels

      CEO

      AgencyAgile

    • Ryan Cahill

      vp of sales & marketing

      Selligent

    • Jon Mitchell

      vice president of advertising at Revcontent

      RevContent

  • 6:10 pm
    Working group meetings

    Here’s your first chance of the Summit to work on your team’s challenge.

    David Angelo, founder & chairman, David & Goliath- Collaboration-Room 201
    Jen Brady, CEO, Fred & Associates- Talent, Culture- Room 206
    Greg March, CEO, Noble People - Transparency- Room 204 & 205
    Pam Scheideler, chief digital officer, Deutsch LA -Innovation- Room 204 & 205

    • Pam Scheideler

      chief digital officer

      Deutsch LA

    • Greg March

      CEO

      Noble People

    • Jen Brady

      founder & CEO

      Fred & Associates

    • David Angelo

      founder & chairman

      David & Goliath

  • 7:00 pm
    Cocktail reception hosted by The Trade Desk
    Bridge Lounge - Open to all conference attendees
  • 8:00 pm
    Dinner with strangers
    Puckett's Grocery & Restaurant

    Don't have dinner plans? Join fellow attendees for a casual meal at Puckett's Grocery & Restaurant around the corner on Church Street. Sign up at the Summit registration desk. Costs are at your own expense.

  • 9:30 pm
    After hours hangout
    Lobby Lounge

    Join fellow attendees for an after dinner drink at Lobby Lounge located inside the hotel. Costs at your own expense.

  • 9:30 pm
    Pulse Night Cap
    Room 202

    Join Digiday and fellow Pulse subscribers for an intimate gathering, by enjoying a night cap after day one. Invite only.

Thursday, March 2nd

  • 7:00 am
    Morning Yoga
    Fisk Room

    Join us for a zen start to your day with morning yoga. All equipment provided and open to all. Sign up at the Summit registration desk.

  • 8:00 am
    Registration opens & breakfast served
    Broadway Ballroom Mezzanine
  • 9:00 am
    8-minute meetings
    Broadway Ballroom 206 - By invitation only

    The 8-minute business meetings continue for day 2, connecting VIP agency delegates with innovative technology platforms and media companies. These meetings are designed to help your team build valuable new relationships and ultimately, close business deals.

  • 10:05 am
    Working Group Meetings

    Groups will reconvene to discuss their challenges and with guidance from their group leaders, work to uncover potential solutions.

    David Angelo, founder & chairman, David & Goliath- Collaboration-Room 201
    Jen Brady, CEO, Fred & Associates- Talent, Culture- Room 206
    Greg March, CEO, Noble People - Transparency- Room 204 & 205
    Pam Scheideler, chief digital officer, Deutsch LA -Innovation- Room 204 & 205

     

    • Pam Scheideler

      chief digital officer

      Deutsch LA

    • Greg March

      CEO

      Noble People

    • Jen Brady

      founder & CEO

      Fred & Associates

    • David Angelo

      founder & chairman

      David & Goliath

  • 10:45 am
    Pardon the Interruption
    Broadway Ballroom 204 & 205 - Open to all

    Jen Brady will give her speedy and unfiltered thoughts on the hottest buzzwords in advertising.

    • Jen Brady

      founder & CEO

      Fred & Associates

    Moderator
    Tanya Dua
  • 11:00 am
    The making of the modern agency

    Take a look at how a “modern agency” is made from from the inside - from building the right internal framework to investing in people and fostering a good working culture. The president of GSD&M explains how this works for them.

    • Marianne Malina

      president

      GSD&M

  • 11:15 am
    Workshop with The Trade Desk

    Programmatic ad spending is expected to grow by 78% in 2017, reaching $31.87 billion in the US this year. As programmatic gains momentum and is added to more media plans, it’s important for marketers to consider the recent advancements in the space and how this progress can help them tell their brand story across all consumer touchpoints. Join Tim Smith from The Trade Desk, as he discusses trends from this year that are poised to drive successful campaigns in 2017.

    • Tim Smith

      director of business development

      The Trade Desk

  • 11:25 am
    The benefits of specialization
    Broadway Ballroom 204 & 205

    Everyone says that silos are bad, but it can be argued that a specialized agency is better equipped to handle their client’s needs. Hear from one agency’s experience in how this philosophy has rung true.

    • Jessica Clifton-Czarny

      U.S. managing director, strategic growth & development

      Edelman

  • 11:40 am
    Coffee break
    Broadway Ballroom Mezzanine
  • 11:55 am
    Streamlining the relationship between agencies and clients

    As the digital media industry has evolved, there has been tremendous proliferation of services and disciplines being offered by agencies -- from display to video, paid media to owned and earned, search and social, reserve and bid buying models, programmatic and everything in between. And this doesn't even include the extension of seamless communications thinking to embrace all the iterations of TV, radio, print, OOH, etc. Separation and isolation of each channel and discipline needs to replaced by a more integrated end to end approach.

    • Phil Cowdell

      president of GroupM

      MediaCom North America

    Moderator
    Tanya Dua
  • 12:10 pm
    Tomorrow's Creative Leader

    Let's get down to the basics of what you need to know to be the next great creative leader; Hint - it's not what fancy title you have.

    • George Swisher

      founder

      LiiRN

  • 12:20 pm
    How agencies fail to predict the future

    What are the three big ways ad agencies try and fail to predict the future? FCB Chicago chief strategy officer John Kenny explains how agencies can learn a lot from the best practices of the biggest agency predicting the future, the NSA.

    • John Kenny

      CSO

      FCB Chicago

  • 12:35 pm
    Agency town hall
    Room 201 - Agencies only

    Agency executives only

    Agency executives will meet to discuss the biggest issues their organizations are facing, and work together to come up with potential solutions.

  • 1:05 pm
    Sandbox presentations
    Room 201 - Agency executives only

    These rapid-fire sessions introduce agency executives to tech providers. 

    1:05 pm - Cheetah Mobile

    1:15 pm- Workfront

    1:25 pm- Viral Gains

    • Ian Wu

      head of programmatic

      Cheetah Mobile

    • Ann Gildea

      vp, agency sales

      Workfront

    • Bethany Gale

      regional director

      Viral Gains

  • 1:35 pm
    Lunch served
    Broadway Ballroom Mezzanine - Open to all conference attendees
  • 2:00 pm
    Afternoon free time

    This is free time, so spend it as you see fit: catching up on work, relaxing or mingling with new friends. Enjoy the afternoon off and we’ll see you back in the evening.

  • 6:00 pm
    8-minute meetings
    Broadway Ballroom 206 - By invitation only

    In case you missed any 8-minute meetings, we're offering a make-up session to help your team build new relationships and ultimately, close business deals.

  • 7:00 pm
    Cocktail reception hosted by GumGum
    Bridge Lounge - Open to all
  • 8:00 pm
    Dinner with friends
    Rock Bottom Brewery

    Join new friends for a casual meal at Rock Bottom Brewery down the street on Broadway. Sign up at the Summit registration desk. Costs are at your own expense.

  • 9:30 pm
    After hours hangout
    Lobby Lounge

    Join fellow attendees for an after dinner drink at Lobby Lounge located inside the hotel. Costs are at your own expense.

Friday, March 3rd

  • 8:00 am
    Breakfast served
    Broadway Ballroom Mezzanine
  • 8:30 am
    Final working group meetings

    This is it: all working groups get one last chance to finalize their presentations in time for today’s reports.

    David Angelo, founder & chairman, David & Goliath- Collaboration-Room 201
    Jen Brady, CEO, Fred & Associates- Talent, Culture- Room 206
    Greg March, CEO, Noble People - Transparency- Room 204 & 205
    Pam Scheideler, chief digital officer, Deutsch LA -Innovation- Room 204 & 205

    • Pam Scheideler

      chief digital officer

      Deutsch LA

    • Greg March

      CEO

      Noble People

    • Jen Brady

      founder & CEO

      Fred & Associates

    • David Angelo

      founder & chairman

      David & Goliath

  • 9:15 am
    The Digiday Mind Map
    Ballroom 204 & 205 - Open to all

    An illustrated recap of the themes discussed during yesterday’s town hall session.

    • Shareen Pathak

      managing editor

      Digiday

  • 9:20 am
    Using technology to drive real world results

    Consumer marketing is no longer confined to traditional media channels, with campaign elements that no longer fit into neat categories and checkboxes. The CEO of Media Storm discusses how brands and agencies can best meet this challenge head on and use the latest technological innovations to not only be "first" or "new," but truly be better at driving real world results.

    • Christina Norman

      CEO

      Media Storm

  • 9:35 am
    Inside Huge’s foray into artificial intelligence

    Agencies are constantly adapting to new, cutting-edge technology, and artificial intelligence is it. Huge has recently developed a virtual assistant, Dakota, to help team members with administrative tasks. Hear how Huge is working with technology like artificial intelligence internally, and with clients, to drive innovation and prepare for the intelligent future.

    • Kate Watts

      managing director, DC

      Huge

  • 9:50 am
    Coffee & networking break
    Broadway Ballroom Mezzanine
  • 10:05 am
    Production Proactive
    Broadway Ballroom 204 & 205

    As agencies continue to provide comprehensive thinking toward its clients, agency production must reciprocally offer diversified solutions to clients’ content needs. From traditional means, to collaboration outside, to productiveness from within, a variety of new disciplines are required. Dave Rolfe of BBDO New York will discuss how the agency and production team have evolved to proactively tackle broadening needs in content creation.

    • David Rolfe

      evp, director of integrated production

      BBDO

  • 10:20 am
    Staying agile in a competitive world

    With all of these different types of shops out there to compete with, how does an agency keep its relationships with clients intact? From building better relationships to learning when and how to partner, take a look at how one agency out edges the competition.

    • Joe Grigsby

      managing director

      iCrossing

  • 10:35 am
    Turning obstacles into opportunities

    Sometimes, just having the right frame of mind will help you overcome a challenge. But how do you apply that methodology to a larger scale? David & Goliath is an agency that has experienced a significant shift in leadership recently -- and in this talk, D&G’s founder and chairman explains how big challenges like these can be turned into even bigger opportunities.

    • David Angelo

      founder & chairman

      David & Goliath

  • 10:50 am
    Working Group reports

    Working group leaders will present their group’s findings after three days of discussion and deliberation.

    David Angelo, founder & chairman, David & Goliath- Collaboration-Room 201
    Jen Brady, CEO, Fred & Associates- Talent, Culture- Room 206
    Greg March, CEO, Noble People - Transparency- Room 204 & 205
    Pam Scheideler, chief digital officer, Deutsch LA -Innovation- Room 204 & 205

    • Pam Scheideler

      chief digital officer

      Deutsch LA

    • Greg March

      CEO

      Noble People

    • Jen Brady

      founder & CEO

      Fred & Associates

    • David Angelo

      founder & chairman

      David & Goliath

  • 11:20 am
    5 things we’ve learned

    We’ll summarize the event with the top themes that have emerged through three days of content.

    • Shareen Pathak

      managing editor

      Digiday

Activities

  • Wednesday
    Dinner with strangers

    Don't have dinner plans? Join fellow attendees for a casual meal at Puckett's Grocery & Restaurant. Sign up at the Summit registration desk. Costs are at your own expense.

    Pulse Night Cap

    Join Digiday and fellow Pulse subscribers for an intimate gathering, by enjoying a night cap after day one. Invite only.

    After hours hangout

    Join fellow attendees for an after dinner drink at the hotels Lobby Lounge. Costs at your own expense.

  • Thursday
    Morning Yoga

    Join us for a zen start to your day with morning yoga at Fisk Room. All equipment provided and open to all. Sign up at the Summit registration desk.

    Dinner with friends

    Join new friends for a casual meal at Rock Bottom Brewery. Sign up at the Summit registration desk. Costs are at your own expense.

    After hours hangout

    Join fellow attendees for an after dinner drink at the hotels Lobby Lounge. Costs at your own expense.

Sponsors

"Overall, great conference. Made great connections and was provided valuable insight from a plethora of varying industry professionals."

— VP, Brand Group Director, Horizon Media

"I'm a big fan of Digiday events since there is a perfect mix of educational content, sponsored content, networking, and time for work/relaxation. This was my 2nd Digiday event and I've made a ton of good connections from both, as well as been able to find several vendors that I already work with on my campaigns."

— Senior Media Planner, Ogilvy Washington

"[The summit] provided great dialog and allowed for relatable conversation. Additionally, the townhall meetings were a great format to address problems in the industry and hear from the group on how the address these."

— VP, Paid Media, Blue Moon Media

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