Monday, September 30
Enjoy hors d'oeuvres and cocktails while taking in the incredible views of the city and reuniting with your partners atop the Circulo del Bellas Artes de Madrid building. How to get there: Circulo del Bellas Artes is right next to Hotel Suecia, or a short walk from the other hotels.
Tuesday, October 1
Day 1 Agenda
09:45 - 17:15 | General Session
Our general session will be in the Goya room at the Real Fabrica de Tapices (Royal Tapestry Factory). Founded in 1720 by Philip V, the factory manufactured luxury tapestries for the Royal Family, Vatican and aristocracy. Today the factory continues to weave tapestry using hand looms and is dedicated to restoring historic textiles. Goya began his career here, first as a cartoonist and later as a tapestry designer. The Royal Tapestry Factory garden houses a collection of dye plants and species of vegetation used to obtain textile fibres such as cotton and linen. How to get there: Buses will leave at 09:00 sharp.
09:45 - 10:00 | Welcome to ONE
Stephen Brown
WPI Board Chair + CEO
FUSE Create
10:00 - 10:30 | WPI Next
John Harris
President + CEO
Worldwide Partners
John Harris, President & CEO of Worldwide Partners, will provide an update on the network and outline the goals and strategies for the next year.
10:30 - 12:30 | Agency Showcase
Pass the mic session as WPI Partners will be asked to share one area of your business that you are most excited about, or, one business challenge you are facing that you hope your Partners can help you address. One representative from each agency will be given two minutes to represent your organization. For those speakers, sponsors and guests in attendance, we invite you to join in this experience as well.
12:30 - 13:30 | Lunch / Shareholder Lunch
13:30 - 15:30 | Be More Pirate: A Masterclass in Good Trouble
Sam Conniff
Best Selling Author and Serial Agency Founder
Being a pirate isn’t a chaotic act, it’s a creative one. It’s not about breaking the rules. It’s about making better ones. This double-barreled, high-energy immersion will provide an eye-popping, fresh take on the sophisticated strategies of Golden Age Pirates that will leave you excited by new knowledge and ready to take on the world. With case studies spanning all industries and geographies, Sam will provide practical takeaways into his philosophy of Professional Rule Breaking that you can apply to your business immediately with clear, replicable and relatable examples of how to cause Good Trouble.
15:30 - 15:45 | Networking Break
15:45 - 17:15 | Breakout Sessions
Moderated by subject matter specialists, these smaller breakout sessions (~10 people per group) will dive deep into critical topics for our agencies today, including AI, new business, consumer insights, agency talent, finances, account services, media and more. Smaller group sizes and curated conversations will allow for intimate and in-depth discussions with your partners.
20:00 - 23:00 | Group Dinner
Los Galayos was founded in 1894 and located in Playa Mayor, Madrid’s grand central square which is the heart of Hapsburg Madrid, the oldest part of the city. Plaza Mayor was erected on the former Plaza del Arrabal, where Madrid’s most popular market was held till the late 16th century. When King Philip II moved the Spanish court from Toledo to Madrid in 1561, he began to plan a remodelling of the square, although it wasn’t till his son and successor Philip III was in power, that the new square was built. Plaza Mayor was designed by architect Juan Gómez de Mora, who brought architectural uniformity to this open space which would be used to host all kinds of events, from local festivities and bullfights to beatifications, coronations and even the occasional auto-da-fé during the Spanish Inquisition. How to get there: Los Galayos is within walking distance from all three hotels.
Wednesday, October 2
Day 2 Agenda
09:30 - 17:00 | General Session
Palacio Neptuno
Calle de Cervantes, 42, Centro, 28014 Madrid
(map it)
Located in the city center, a few steps from NH Collection Madrid Paseo del Prado, Palacio Neptuno original building was built by the Duke of Lerma in the 17th century, for the Duke of Medinaceli’s Palace. The palace was abandoned after the death of the fiftieth Duke of Medinaceli in 1873 and was demolished in 1910 given its dilapidated state. Now fully restored, it has elegant rooms and a spectacular stained glass window, the work of Madrid artist Manuel Ortega, who also created the stained glass windows of La Almudena Cathedral. How to get there: Palacio Neptuno is within walking distance from all three hotels. Please make your way there before 10:00.
09:00 - 09:45 | Day ONE Recap
Stephen Brown
WPI Board Chair + CEO
FUSE Create
09:45- 10:45 | The Latest in Google AI
Pablo Cartier
Head of Data Analytics & AI Sales
Google Cloud
10:45 - 11:00 | Networking Break
11:00 - 12:00 | Partner Views
Antoine David
Co-Founder + CEO
Rosbeef!
Kelly Heilpern
Chief Strategy Officer
Ammunition
Ben Kunz
Chief Strategy Officer
Mediassociates
Andres Norambuena
Partner, ED, Experiential + Brand Activation
LG2
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!
12:00 - 12:45 | Lunch
12:45 - 13:30 | Partner ONE on ONE
Grab some fresh air and connect with another partner to reflect on the ideas, insights and learnings from the Summit thus far. Pair up with someone you haven’t spent time with yet for a collaborative stroll through the historic neighbourhood.
13:30 - 14:30 | Trends Driving the Client and Agency Relationship
Marta Izquierdo
Senior Consultant
SCOPEN
Marta Izquierdo, Senior Consultant with SCOPEN, joins us to share current industry trends that are impacting the relationship between clients and agencies. Marta’s insights on the client-agency relationship comes from SCOPEN’s rigorous interviews, research, and analysis with leading brand leaders, offering an exclusive and exhaustive look into what clients need from their agencies, and how your agency can provide it.
15:15 - 15:45 | Networking Break
15:45 - 16:45 | Building Brands That People Actually Wish Existed
Nils Leonard
Founder
Uncommon Creative Studio
Nils joins us to share the Uncommon story, his perspective on the role of independent agencies in our industry, and the power of diversity and creativity to build brands that people in the world actually wish existed.
16:45 - 17:00 | Closing Remarks
John Harris
President + CEO
Worldwide Partners
20:00 - 23:00 | Group Dinner
Our final dinner will be at Fanatico, a contemporary mediterranean restaurant. How to get there: Fanatico is 10-15 min drive from the three hotels. We will be providing an Uber code for you to make your way there.