MAKINGD I G I TA LWORK 4Wh en Where Cost8:30 a .m . – 6:00 p .m. Boulder Digital Works $1250 before April 8April 28 – 29, 2011 1011 Walnut St. Suite 200 $1500 after April 8 Boulder, CO 80302
WHAT IT ISThis two day session brings together some of the On day two, we cover new agency models andleading digital thinkers and practitioners – from their lessons, the challenges of transforming anagencies that are totally digital to those in the organization, the role of technology and how tomidst of transformation – in order to share obser- fuse it with creative, and finally, how to mobilizevations, insights, and ideas along with approaches consumers to participate in new and relevantthat actually work. The agenda will cover all ways. Again, we’ll conduct two hands-on workaspects of what it takes to start thinking and sessions – one that encourages you to thinkbehaving 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 consumerstrategy, new teams and processes, the evolution participation in digital experiences you create.of user-experience, a definition of great digital When you leave, youll have a better under-creative, and how to actually build things. The day standing of the roles, processes, and evaluationincludes two hands-on work sessions; one that criteria needed to evolve, both as an individualexplores our own anxieties and aspirations, and a and as a company.second that challenges us to actually createsomething digital.THE TALENTEdward Boches Matt Howell Tim Malbon Gareth Kay Tim MalbonChief 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 – GSPAlessandra Lariu Scott Prindle Matt Britton Tim Malbon Kim LaamaSr. VP Digital Group Creative VP/Executive Creative Chief Executive Officer Creative Director Founding PartnerDirector – McCann Erickson Technology Director – CP+B – Mr. Youth – AKQA – Made By ManyDaniel Stein John WinsorChief Executive Officer Chief Executive Officer– EVB – Victors & Spoils
LEAD INSTRUCTORSEdward BochesChief Innovation Officer – MullenEdward Boches is one of Mullen’s four original partners. Over the last 28 years he has helped define theagency’s creative standards, established its public relations group, integrated digital design and productioninto all of the agency’s operations, and launched its growing social media practice. Today he primarilyfocuses on helping the agency and its clients draw from emerging technologies, cultural movements, socialplatforms 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 consumertrends 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 executiveworkshops; 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, acrowd-sourced Gen-Y blog that he incubated and continues to support.Matt HowellGlobal Chief Digital Officer, Managing Partner – ArnoldMatt has built his career at the intersection between marketing and technology. He arrived atModernista! via R/GA, where he lead the Nike team in its creation of industry-defining products such asNike+, 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 transitioningto digital marketing in 1996. Since this time, he has overseen work for clients ranging from AT&T to Sony toCadillac 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 theBoard 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 thepractice, integrating interactive thinking and execution into the heart of the agency’s offering. He steppedinto the role of President in 2010. He has recently joined Arnold Worldwide as the Global Chief DigitalOfficer and Managing Partner.Gareth KayDirector of Brand Strategy – Goodby, Silverstein & PartnersGareth joined GSP in 2009 to lead strategic thinking on the agencys digital output and to help foster digitalthinking and innovation throughout the agencys strategic output. Prior to GSP, Gareth established theplanning discipline at Modernista!, building a department recognized for both its creative inspiration andbusiness effectiveness. He was recently recognized by his peers as the most respected planning director inthe U.S. He began his career in the U.K. helping develop award-winning communications for Waterstones,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 thenon-profit Planning For Good and writes one of the first planning blogs, “Brand New.”Tim MalbonFounding Partner – Made by ManyTim joined The Internet in 1999, designed his first social sites in 2000, and has been making new digitalstuff ever since. For most of his career he’s been fortunate enough to work with entrepreneurs, start-upsand media owners to invent and create whole services and businesses, and somehow he’s managed toavoid ever having to design a banner ad. Tim writes about the future of media for the Telegraph and wasrecently 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 andchallenging”. 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 – comeand say hello.
AUDIENCEThis 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 allmembers of client and agency teams who levels, account planners, broadcast producers,are committed to improving both the quality interactive producers, and operations / financeof 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
DAY ONE WORKSHOP SCHEDULEBreakfast at BDW Most of the lecturer / presenters will be on hand the8:00a.m. - 8:30a.m. entire day of their presentation, if not both days, to help lead the four hands-on workshops that takeWelcome place over the two days.8:30a.m. - 8:45a.m.David Slayden, Executive Director of BDW.The Evolving Landscape, Consumer and Marketplace8:45a.m. - 9:15a.m.Edward Boches, Chief Innovation Officer at Mullen, DAY TWOfocusing on the need to actually build things,collaborate across disciplines and learn by doing Breakfast at BDWrather than watching. 8:00a.m. - 8:30a.m.New Teams and Processes for Making Digital Work Strategy for the Post-Digital Age9:15a.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 StrategyPartner at Arnold will present his vision for the new brand at Goodby, Silverstein & Partners will inspire us all withteam, individual roles and the process necessary to go thoughts on how strategy has to evolve if it’s to inform workfrom making messages to building platforms. that’s interactive, shareable, and participatory.Break UX for the Eco-System10:15a.m. - 10:30a.m. 9:30a.m. - 10:30a.m. Kim Laama, Creative Director at AKQA, will explain how toWorkshop 1: Fears, Concerns, Anxieties think about UX when the digital experience is no longer10:30a.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 Session11:45a.m. - 12:45p.m. BreakJohn Winsor, Chief Executive Officer at Victors & Spoils, 10:30a.m. - 10:45a.m.will discuss new agency models and what we can learnfrom them. Evolving from Ideation and Managing to Innovating and BuildingChanging 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 advantageCreative Director at McCann Erickson and instructor at beyond people and ideas through the creation ofHyper Island, shares her experiences in helping change proprietary advertising technologythings inside a traditional agency. LunchThe Role of Creative Technologist 11:45a.m. - 12:45p.m.1:45p.m. - 2:45p.m. Workshop 3: Review of Make Something IdeasScott Prindle, VP / Executive Creative Technology Director 12:45p.m. - 1:45p.m.at CP+B, clarifies the role of the creative technologist andthe qualities necessary if he or she is to make technology New Models, Alliances, Culturepart of the creative team. 1:45p.m. - 2:45p.m.Break Daniel Stein, Chief Executive Officer at Evolution Bureau, will2:45p.m. - 3:00p.m. speak from experience when it comes to creating a culture of innovation, developing new multi-agency collaborationHow to Actually Make Something models to deliver social content, branded experience and3:00p.m. - 4:00p.m. community applications.Tim Malbon, Founder of Made by Many challenges us tobuild things faster, prototype as we go, and get to market- Breakmore quickly. Better yet, he actually shows us how. 2:45p.m. - 3:00p.m. Learning by Doing: Brandbowl, Hollergram, Dexter ARGWorkshop 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 realDiscussion and Recap time decision making, learning as you go, building, Apple5:00p.m.. - 5:30p.m. store, launching at an event, marketing via social.Reception Workshop 4: Transformation – What Will You do When5:30p.m. You Get BackDrinks and fun at The Med (across the street) 4:00p.m. - 5:00p.m.