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March 26, 2014
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4As Transformation
4A's Transformation 2014 -- The conference report
This past week, advertising and marketing leaders came to Los Angeles for Transformation 2014, and managed to make the Earth shake with speakers, panels, discussions and studies that looked toward the year 2020 and beyond.

This report highlights the trends, ideas and presentations from the three-day conference. For more, check out the picture galleries on the 4A's Facebook page and make sure to tag yourself. Also, decks from the conference are available on the 4A's SlideShare account, and keep visiting the conference website for ongoing coverage.

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Creativity & Ideas 
  • Samsung's CMO on Oscars selfies and acting quickly
    Samsung Chief Marketing Officer Todd Pendleton, during a Transformation discussion, said the company has a culture of seizing in-the-moment opportunities, which is why it decided to offer a $3 million donation to the charities of Oscar host Ellen DeGeneres' choice after she crashed Twitter with a now-infamous selfie during the awards show. The original Oscars selfie was planned for DeGeneres and Meryl Streep but took on a life of its own when stars such as Bradley Cooper and Julia Roberts jumped into the shot. Adweek (3/18) , Advertising Age (free access for SmartBrief readers) (3/19) LinkedInFacebookTwitterEmail this Story
  • Chevy's Mahoney says media agencies are stepping up
    The rapid advance of media technology is putting a premium on the value of media partners helping marketers reach their target audiences, Chevrolet marketing chief Tim Mahoney said during a Transformation interview. Although acknowledging the continuing importance of creative, Mahoney said media partners these days are helping GM "find innovative ways to reach consumers faster than creative directors who came from art school." Advertising Age (free access for SmartBrief readers) (3/18) LinkedInFacebookTwitterEmail this Story
Digital & Data 
  • Panel debates the marketer-agency data divide
    Executives from ad agencies, brands and technology companies at a session during 4A's Transformation offered up differing viewpoints on whether marketers should share their data with agencies and other third party partners. Robert Tas, chief marketing officer of Pegasystems, said he was worried agencies were too driven by compensation models, while Google's Tara Walpert Levy warned marketers that they would miss key insights by "playing alone in the dark." Advertising Age (free access for SmartBrief readers) (3/18) , Straight A's blog (3/19) LinkedInFacebookTwitterEmail this Story
  • ANA chief calls for cross-platform measurement standard
    The advertising industry needs to work together to improve the accountability of digital advertising, Bob Liodice, president and CEO of the Association of National Advertisers, said during 4A's Transformation. The ad industry risks losing valuable investments unless its pursues a measurement standard than can be applied across media. "We need to have that kind of comparison because marketing is integrated," Liodice said. MediaPost Communications/MAD blog (3/18) , Straight A's blog (3/21) LinkedInFacebookTwitterEmail this Story
Personalities 
  • Lionsgate CEO discusses shift to digital marketing
    The best way to reach audiences of TV shows such as "Mad Men" and "Orange is the New Black" is through online channels and mobile applications, said Lionsgate CEO Jon Feltheimer. "If you narrow focus and look at a fragmented audience, that's the way to reach audiences we want to reach and monetize content in a more effective way," Feltheimer said, noting that Lionsgate devotes at least 25% of its marketing budget to digital. Advertising Age (free access for SmartBrief readers) (3/17) LinkedInFacebookTwitterEmail this Story
Transformation News 
  • Transformation LA 2014 -- That's A Wrap!
    Special thanks to the more than 1,000 attendees, fantastic speakers, and all of our sponsors, including presenting sponsor Collective, who helped make Transformation LA such a success! Conference hashtag #4AsTransformation was not only trending on Twitter for the second year in a row, we collectively created more than 1,000 tweets over last year, plus trended for multiple days (Monday and Tuesday).

    Make sure you subscribe to the 4A's YouTube channel to stay informed about when session videos are uploaded, and view the animated GIFs from the after-hours party on St. Patrick's Day, sponsored by Quantcast.

    Don't forget to join us at the Austin Hilton on March 22 to 25 after SXSW for Transformation 2015! LinkedInFacebookTwitterEmail this Story
  • Save the Date: 4A's PR Forum
    Communications professionals will want to register for the 4A's PR Forum on Wednesday, May 14, at JWT in New York before April 4 for an early registration rate discount. This one-day event, 24/7 Always On Communications, brings together agency PR and communications professionals for discussions about the relevancy of exclusives in today's fast-changing environment, the value of third-party endorsements in a digital world, and a whole lot more! The Forum's stellar lineup, which includes industry communications and marketing thought-leaders, top journalists and social media experts, will be announced shortly.

    Visit the 4A's website for further details. LinkedInFacebookTwitterEmail this Story
  

Product announcements appearing in SmartBrief are paid advertisements and do not reflect actual 4A's endorsements. The news reported in SmartBrief does not necessarily reflect the official position of 4A's.
 
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