"Branding the way it is done today is spam in the future."
Claudio Pinhanez, Head of Service Systems Research Group, IBM Brazil & Contagious Now / Next / Why speaker
Technology is fuelling extraordinary creative disruption in almost every industry, with marketing no exception. Big brand marketers are looking to start-ups for innovation strategies. Technology is bursting out of our screens and into the real world. Peer-to-peer economies are creating new forms of 'value' in what people own and what people do. Mobile phones mean the whole world is shoppable.
What does all this mean for brands and agencies? What are the challenges and the opportunities? How are other people tackling these changes?
Contagious is excited to announce the fourth instalment of its Now / Next / Why sessions. Now / Next / Why New York will be held at the New York Academy of Sciences on Wednesday 1 May.
This time, delegates can expect a day-long event featuring a combination of trend briefings, challenging debates, panel discussions and participatory sessions from Contagious and industry experts.
(subject to change)
08:45 AM / Registration & Breakfast
09:30 AM / Welcome
09:45 AM / Every Second Counts
Digital technology is widening the role and relevance of time in designing marketing and customer experiences; the most effective brands will be those that learn how to maximise their relevance in the intensifying competition for consumers’ dwindling attention.
While real-time marketing has become a fixture in the media landscape, digital technology is widening the role and relevance of time beyond the call-and-response of social channel chitchat. The rise of immediacy, whether through flash sales or limited-time offers, has created an ever-shorter path to purchase; mobile phones let people buy direct from posters, TV, magazines and even everyday objects. Meanwhile, ‘always on’ consumers are looking beyond their carefully-curated Facebook profiles and Twitter feeds to the spontaneity of hyper-temporal communications channels like Snapchat and pre-emptive services like GoogleNow… As a new marketplace for moments begins to emerge, the ability to control the interplay between time and experience is becoming an essential skill for brands with an increasing awareness that every second counts.
10:40 AM / So Anyway
10:45 AM / Break
11:15 AM / New Currencies
Digital has reconfigured the way we think about 'value', both in terms of what we expect to receive from brands and the way in which we expect to pay them for it. How do brands go about navigating this new value exchange?
Peer-to-peer systems like AirBnB, Neighborgoods and WhipCar are disruptive forces in business, encouraging people to swap, share and rent between themselves, rather than simply buy from brands. A new understanding of 'money' is emerging, with people coming to realize that their data, everyday activities and social chatter are alternative forms of payment. Some brands have already begun to tap into this shift with the likes of Nike, Anton Berg and Ibitz finding new to ways to measure and reward people. What are these new alternative currencies? What value do they offer for people and brands?
12:15 PM / Coding generation?
Today's children will become tomorrow's digitally-literate consumers. What does this mean for brands and agencies?
Three key movements look set to create a generation of true digital natives. Top-down pressure from governments and key technology figures is pressuring the education system to include coding in our curriculums to equip our children for a digital world. Secondly, figures such as Steve Jobs and Mark Zuckerberg have become role models, making the world of code more attractive. Finally, a range of freely available tools has democratised opportunities to become digitally literate. In this session we’ll examine these factors and look at the implications for brands and agencies.
12:45 PM / Lunch / Sponsored by Fanta
1:30 PM / Welcome Back
1:40 PM / So Anyway
2:05 PM / Adaptive Innovation
Prioritising experimental practices to fuel innovation and growth is no longer a luxury, but a necessity for modern marketers
With brands demanding increasingly innovative approaches to how they and their agency partners come up with ideas, lab culture for marketing is moving from a nice-to-have to a need-to-have. Contagious will be looking at brands acting as VCs, debating whether brands can or should act like start-ups, and bringing in speakers from multi-disciplinary labs to hear how they work, how they convinced their businesses to adopt this way of working, and what their success rate has been like.
3:00 PM / So Anyway
3:05 PM / Break
3:30 PM / Beyond Screens
Technology is breaking out from behind the glass. What does it mean for brands?
Forget the post-PC era. What does the post-mobile era look like? Soon consumers will regularly interact with brands outside of smartphone and laptop screens, as technologies like Google Glass, projected interfaces from Berg, and haptic surfaces created by Disney Research reach the mainstream. Where is interaction going next, and what do new interfaces mean for brands/agencies creating marketing content?
4:45 PM / Wrap Up & Thank You
5:00 PM / End
EXTERNAL SPEAKERS /
Ivan Poupyrev / Senior Research Scientist, Disney Research
Claudio Pinhanez / Head of Service Systems Research Group, IBM Research, Brazil
Leng Lee / Data Scientist, Codecademy
Marc Guldimann / Founder & CEO, Enliken
Howard Pyle / Vice President, Digital Strategy & Design Lab, IBM
Wendy Clark / Senior Vice President Integrated Marketing Communications and Capabilities, The Cola-Cola Company
Now / Next / Why audiences are comprised of the marketing and advertising industry’s most influential individuals. Creatives, planners, strategists, brand marketers and publishers all come to Now / Next / Why for a chance meet likeminded individuals and engage with those at the forefront of the industry.
Confirmed NNW NYC attendees hail from companies like Pernod Ricard, PepsiCo, NBC Universal, Unilever, IRIS Worldwide, R/GA, BBDO, Fleishmann-Hillard, MKG, Jack Morton Worldwide, HUGE, JWT, Leo Burnett and more.
What is Now / Next / Why?
Contagious deconstructs the torrent of news and information that marketers are exposed to in order to pinpoint the trends and technologies that actually matter. In each of these sessions we will examine key current trends and explain how they apply to your business in the following context:
NOW / What's the current consumer or technological trend? How are marketers exploiting it?
What does best practice look like?
NEXT / Where's it going? What possible evolutions should you know about?
How will your brand keep up?
WHY / What does it mean, and what are the implications for strategy, commerce and community?
The transmission of ideas is now more rapid and viral than ever and, for brands, the challenge to keep up with the most relevant is increasingly complex.
Contagious focuses on future-facing marketing ideas and emerging technologies across a diverse range of media channels and product categories.
Contagious exists to simplify, filter and to advise. It is the global marketing industry's early warning system; an intelligence service for those wanting to keep ahead of this constantly shifting landscape.
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