In this session, your partner agencies join us to share innovative service offerings, award-winning case studies, and provocative views on our industry that you can apply to your business. OUR WORLD IS FUCKED BUT WE HAVE A PLAN. Antoine David, CEO, Rosbeef! A 15-minute recap of all the things you know you should do to survive but don’t do because you’re hopeful you don’t need to. Spoiler: you do. Agencies are like musicians in 2005, who died trying to sell CDs to people who don’t want to buy them anymore. And it’s not that people didn’t like music back them: it’s just the format, the way it’s sold, the 12 track alignment on a piece of plastic… it can’t compete with free (stolen) mp3s.  Clients today still need the 2 things we are good at: our creativity and capability to deliver. Our problem is the format: what we sell, how we sell it, how we price it etc.  So, stuck in between big players that do what we do (but sell it for 0 as they manage to make money elsewhere) and cheap freelancers platforms enhanced by AI, stuck between procurements that have no clue about the everyday job and marketers that have no clue about the cost of things, stuck trying to keep “talents” happy and motivated… well, we’re stuck. Or Fucked, I’d rather say. But we have a plan and we want to share it with you.  - A plan to value our creativity and know-how. - A plan to value our difference on the market. - A plan to do less but better. That plan is a series of actions that, all together and put in the right order, enable the agency to grow again. No big news but a method — our method — to make it happen for real. UNVEILING THE FUTURE OF STRATEGY Kelly Heilpern, Chief Strategy Officer - Ammunition As agency leaders, navigating the rapidly evolving landscape of strategy and innovation is paramount. My proposed session, "Unveiling the Future of Strategy," will delve into the findings from the comprehensive "Future of Strategy 2024" survey. This survey, gathering perspectives from industry leaders within and outside of the strategy function globally, will provide invaluable insights into the trends, challenges, and opportunities shaping the future of strategic planning and execution. The content of the session will focus on exploring key findings from the survey's most compelling results, highlighting emerging trends in strategy development, implementation, and measurement. We will examine these results in the context of how they might inform shifts in our industry, including; consumer behavior, technological advancements, and market dynamics. Ultimately, I will use the results to present practical applications of the data and inform ways that agency leaders can leverage these insights to refine their strategic approaches, foster innovation, and drive growth. Given the survey results will be the main topic of discussion and a large number of the respondents will be in the room with us, I would account for an interactive Q&A segment. HOW TO WIN OVER YOUR MOST IMPORTANT CLIENT: THE CFO Ben Kunz, Chief Strategy Office You’ve won a new assignment from a dream client.  The CMO is a visionary who believes in the power of brand building and full-funnel campaigns. It’s agency nirvana!  Except you hit a roadblock on budget approval. The client CFO doesn’t understand why you’d spend precious media dollars on “brand building” when she can quantify an immediate ROI through lower-funnel performance channels like SEM and social.   Sound familiar?  CFO’s play an increasingly active role in approving campaign budgets and CMOs need to be armed with the right data to sell-in their brand vision to a CFO.  Mediassociates has  developed a proprietary media Forecasting Model to solve this issue. Using 25+ years of our own media performance data combined with industry benchmarks and studies from around the globe, we build forecasts for CMOs that quantify the impact of brand advertising on a total campaign performance.  This includes “lift” from both brand advertising and the incremental performance gains for lower funnel media.   Then we model the results beyond traditional media metrics to reflect the KPIs that CFO’s care about…sales, new customer acquisition, and ROI. The result: Client CMOs have the tools to justify brand advertising and full-funnel campaigns and the marketing department (and its agencies) are viewed as fully accountable to delivering business results.  Plus, we help our creative agency partners sell-in some amazing work!