MDW Boulder 2011 Agenda

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Transcript of MDW Boulder 2011 Agenda


M A K I N G D I G I T A L W O R K 4

WhereBoulder Digi ta l Works1011 Walnut St. Suite 200Boulder, CO 80302

When8:30a.m. 6:00p.m. Apr i l 28 29, 2011

Cost$1250 before Apr i l 8$1500 after Apr i l 8

WHAT IT IS This two day session brings together some of the leading digital thinkers and practitioners from agencies that are totally digital to those in the midst of transformation in order to share obser-vations, insights, and ideas along with approaches that actually work. The agenda will cover all aspects of what it takes to start thinking and behaving more digitally.

On day one, we cover consumer trends, digital strategy, new teams and processes, the evolution of user-experience, a definition of great digital creative, and how to actually build things. The day includes two hands-on work sessions; one that explores our own anxieties and aspirations, and a second that challenges us to actually create something digital.

On day two, we cover new agency models and their lessons, the challenges of transforming an organization, the role of technology and how to fuse it with creative, and finally, how to mobilize consumers to participate in new and relevant ways. Again, well conduct two hands-on work sessions one that encourages you to think about how youd change your own organization, and a second on ways to inspire consumer participation in digital experiences you create.

When you leave, you'll have a better under-standing of the roles, processes, and evaluation criteria needed to evolve, both as an individual and as a company.


Edward BochesChief Innovation Officer Mullen

Matt HowellGlobal Chief Digital Officer,Managing Partner Arnold

Tim MalbonFounding Partner Made By Many

Tim MalbonFounding Partner Made By Many

Tim MalbonFounding Partner Made By Many

Gareth KayAssociate Partner, Director of Brand StrategyGSP

Scott PrindleVP/Executive Creative Technology Director CP+B

Matt BrittonChief Executive Officer Mr. Youth

Kim LaamaCreative Director AKQA

Daniel SteinChief Executive Officer EVB

Alessandra LariuSr. VP Digital Group Creative Director McCann Erickson

John WinsorChief Executive Officer Victors & Spoils

LEAD INSTRUCTORSEdward Boches Chief Innovation Officer Mullen

Edward Boches is one of Mullens four original partners. Over the last 28 years he has helped define the agencys creative standards, established its public relations group, integrated digital design and production into all of the agencys operations, and launched its growing social media practice. Today he primarily focuses on helping the agency and its clients draw from emerging technologies, cultural movements, social platforms 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 consumer trends 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 executive workshops; 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, a crowd-sourced Gen-Y blog that he incubated and continues to support.

Matt HowellGlobal Chief Digital Officer, Managing Partner Arnold

Matt has built his career at the intersection between marketing and technology. He arrived at Modernista! via R/GA, where he lead the Nike team in its creation of industry-defining products such as Nike+, 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 transitioning to digital marketing in 1996. Since this time, he has overseen work for clients ranging from AT&T to Sony to Cadillac to Prada. Over his career, Matts 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 the Board 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 the practice, integrating interactive thinking and execution into the heart of the agencys offering. He stepped into the role of President in 2010. He has recently joined Arnold Worldwide as the Global Chief Digital Officer and Managing Partner.

Gareth KayDirector of Brand Strategy Goodby, Silverstein & Partners

Gareth joined GSP in 2009 to lead strategic thinking on the agency's digital output and to help foster digital thinking and innovation throughout the agency's strategic output. Prior to GSP, Gareth established the planning discipline at Modernista!, building a department recognized for both its creative inspiration and business effectiveness. He was recently recognized by his peers as the most respected planning director in the U.S. He began his career in the U.K. helping develop award-winning communications for Waterstone's, 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 the non-profit Planning For Good and writes one of the first planning blogs, Brand New.

Tim MalbonFounding Partner Made by Many

Tim joined The Internet in 1999, designed his first social sites in 2000, and has been making new digital stuff ever since. For most of his career hes been fortunate enough to work with entrepreneurs, start-ups and media owners to invent and create whole services and businesses, and somehow hes managed to avoid ever having to design a banner ad. Tim writes about the future of media for the Telegraph and was recently named as one of Revolution Magazines 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 and challenging. 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 come and say hello.



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 industrys leading case studies

This workshop is designed for people work-ing in client and agency organizations who are joined in the pursuit of creating relevant, engaging, effective work.

Ideally, this workshop will be attended by members of client and agency teams whoare committed to improving both the quality of their relationships and effectiveness of their work.

General target:

(1) Client organizations: marketing officers, brand managers, product managers, public relations executives;

(2) Agencies: account management of all levels, account planners, broadcast producers, interactive producers, and operations / finance officers.


Most of the lecturer / presenters will be on hand theentire day of their presentation, if not both days, to help lead the four hands-on workshops that take place over the two days.

Breakfast at BDW8:00a.m. - 8:30a.m.

Welcome8:30a.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, focusing on the need to actually build things, collaborate across disciplines and learn by doing rather than watching.

New Teams and Processes for Making Digital Work9:15a.m. - 10:15a.m.Matt Howell, Global Chief Digital Officer and Managing Partner at Arnold will present his vision for the new brand team, individual roles and the process necessary to go from making messages to building platforms.

Break 10:15a.m. - 10:30a.m.

Workshop 1: Fears, Concerns, Anxieties10:30a.m. - 11:45a.m.

Lunch and Informal Q+A Session11:45a.m. - 12:45p.m. John Winsor, Chief Executive Officer at Victors & Spoils, will discuss new agency models and what we can learn from them.

Changing Your Organization12:45p.m. - 1:45p.m.Alessendra Lariu, co-founder of SheSays, former Group Creative Director at McCann Erickson and instructor at Hyper Island, shares her experiences in helping change things inside a traditional agency.

The Role of Creative Technologist1:45p.m. - 2:45p.m.Scott Prindle, VP / Executive Creative Technology Director at CP+B, clarifies the role of the creative technologist and the qualities necessary if he or she is to make technology part of the creative team.

Break 2:45p.m. - 3:00p.m.

How to Actually Make Something3:00p.m. - 4:00p.m.Tim Malbon, Founder of Made by Many challenges us to build things faster, prototype as we go, and get to market-more quickly. Better yet, he actually shows us how.

Workshop 2: Make Something and Get it Online4:00p.m.. - 5:00p.m.

Discussion and Recap5:00p.m.. - 5:30p.m.

Reception5:30p.m.Drinks and fun at The Med (ac