ADWKDC23

Culture is a word we often use but seldom fully understand. So, why does that matter? Because there's no force more influential on human behavior than culture. What we wear, what we watch, who we marry, how we vote, what we support and just about every aspect of daily living is informed by—and in many ways governed by—our cultural subscription. Therefore, if we can fully understand what culture is and the underlying physics of how it works, then we can leverage its sway to get people to take action. Of course, this is powerful for marketers, politicians, leaders, managers, and anyone with a vested interest in getting people to move.

Dr. Marcus Collins pulls from both theory and practice—using stories from his own work spearheading digital strategy for Beyoncé to working with Fortune 500 companies like Apple, McDonald's, and State Farm—to break down the ways in which culture influences behavior. Then, he unpacks for his audience how we can do the same by integrating a deep perspective of culture, based on a century's worth of data and an understanding of the possibilities of today's hyper-connected world.

Speaker:

Marcus Collins

Marketing Professor at the Ross School of Business, University of MichiganBest-Selling Author of FOR THE CULTURE
Former Chief Strategy Officer, Wieden+Kennedy, NY

Sponsored by: AAF DC & Hart|MDB+

When unique product attributes are critical to differentiation in highly competitive spirits advertising, it's easy to lose sight of the many special reasons why Multicultural drinkers choose to raise a glass in the first place. Please join Sensis Creative and Strategy leads on Seagram's and PAMA Pomegranate Liqueur accounts for a lively panel discussion (and tasting) taking a closer look at how occasions to drink provide rich marketing opportunities for spirits brands targeting diverse segments. All cultures welcome!

Speakers:
Sponsored by: Sensis

Yes& worked with the ALS Association to develop an adaptive online platform for individuals affected by ALS. We will demonstrate how mobile-first design principles proved invaluable in prioritizing accessibility, inclusivity, and sustainability in the development of My ALS Journey for the ALS Association.

Upon conclusion of this session, participants will grasp:

• Applied best practices of mobile design across various channels and devices.

• Practical examples demonstrating the connection between mobile-first design and the trio of accessibility, inclusivity, and sustainability.

• Insights into why accessibility, inclusivity, and sustainability extend beyond mere buzzwords and ways to integrate these best practices into your content.

Speakers:

Debbie Bates-Schrott, Yes&, Senior Vice President, Marketing

Stuart Granger, Yes&, Director of Creative Strategy

Evangeline Weber, Yes&, Digital Creative Lead, UX/UI

Sponsored by: Yes&

The right data can provide powerful insights that change the direction and outcomes of your communications campaigns. Smart marketers know what to ask and have the tools in place to extract insights and then quickly turn them into measurable marketing activities.

Paid Digital Media veteran, Imani Greene will talk about the role of information and insights in smart, efficient digital media buys.

Sponsored by: AmplifiedMedia

Sponsored by: This January