MONDAY, SEPTEMBER 30 AT 8:30 AM
“Win Big with Launches”
What to expect: Breakfast Lecture
Whether it’s a new brand, product, feature, message, or promotion, the way you enter the market matters and has a ripple effect on future success. Successful launching now requires a new mentality from marketers. You must have the confidence to go big on your launch, or risk long-term failure. This session will unveil new research, discuss the elements every brand needs for a successful launch, and explore how launch best practices vary by brand and category. Please RSVP by Monday, September 23. (Please note: You must RSVP to in order to attend.)
MONDAY, SEPTEMBER 30 AT 6 PM
“UnCased: Reaching Beyond Marketing”
What to expect: Case Study Presentation and ADWKDC Kick-Off
Ride along with the U.Group team as we share our strategies for cracking a monumental marketing case on behalf of the National Law Enforcement Museum. With an integrated ad campaign, an innovative in-museum experience, and fresh local partnerships working in tandem, the museum is reaching new audiences and redefining its role as an educational and cultural hub in the nation’s capital. Join us as part of AAF-DC’s ADWKDC 2019 to learn more about how we helped this young institution stand out in DC’s notorious museum line-up.
As Chief Creative Officer, Chris Lester leads creative and experiential initiatives at U.Group. He brings forward-thinking vision and energy to developing experiences that help you shape perceptions and drive powerful outcomes.
Alex Gordon brings nearly a decade of project management experience in a number of practice areas, including integrated campaigns, design, branding, broadcast production, print advertising, digital advertising, and website development.
Charlie Feinerman supports a variety of Federal, commercial, and nonprofit clients through crafting marketing strategies designed to generate measurable results. He is an expert in analytics and insight-based marketing strategy.
TUESDAY, OCTOBER 1 AT 8-9:30 AM
“New Approaches to Overcome Marketing Measurement Limitations”
What to expect: Breakfast Discussion Panel
As the media landscape becomes increasingly saturated and fragmented, the importance of accountability of marketing investments rise as well. Marketers need to break through the clutter by creating engaging content and experiences that maximize both the impact and efficiency of investment. However, many of these engagement strategies come with measurement challenges. The joint team of Wunderman Thompson, ISL, and Pathfinder will discuss successes with one such approach, Experiential Marketing, and discuss the measurement of previously unmeasured or difficult to measure techniques through attribution modeling.
Michael Duke’s mission at Wunderman Thompson is to integrate data with strategy to inspire creative and innovative digital experiences while deploying measurement methodologies to accurately evaluate impact and provide the basis for results optimization.
His marketing analytics background makes him a proponent for grounding recommendations and customer experiences in data. His direct marketing upbringing instilled an “acquire with the intent to retain” mindset when developing acquisition and loyalty strategies and solutions. He encourages clients to adapt to today’s ever-changing marketing landscape by combining technology with creative to deliver meaningful, individually relevant experiences.
Mike has experience across a spectrum of industries including consumer goods, insurance, financial services, telecommunications, technology and associations. His recent experience spans pharmaceutical, devices and insurance verticals. He is leading the pharmaceutical industry in embedding CRM-based approaches to engaging and marketing to health care professionals. He has obtained extensive patient acquisition, support and loyalty experience across many verticals including health and insurance. His vast client experience spans numerous health categories including oncology, diabetes, cardiology, respiratory, dermatology, immunology, infectious diseases, female health and CNS.
Mike joined the agency after serving as a senior marketing analyst at Lillian Vernon Corporation in Rye, New York. There, he developed and executed customer acquisition and circulation strategies for each of Lillian Vernon’s eight catalog divisions. Prior to joining Lillian Vernon, Mike worked as an account executive at the Polk Company in Colorado and Connecticut, where he developed database-building strategies for clients in several industries.
Zach Goodwin is ISL’s Executive Creative Director. Zach finds it unnatural to write in the third person but if he had to he would tell you that he’s a designer, director and Cannes Lion winner. He leads a team of 20 that includes animators, filmmakers, photographers, illustrators and designers.
As a partner and one of ISL’s first employees, Zach has shaped the creative work and the voice of agency since the beginning. For the last 10 years, Zach has lost sleep and delayed vacations in pursuit of campaigns, brand activations, identities, commercials, this website, iOS apps, animations – basically anything that can be made from sweat and tech.
In the last year, he’s been behind successful activations for Air Canada, P&G, and Lyft. He wrote and directed commercials for Volkswagen, E.P.T. Home Pregnancy Test and Dramamine as well as campaigns for NBC Universal. He can think of no happier way to live a life than to spend it with people you really like, making things that make people really happy. Whether that’s a website or a short film, he doesn’t really mind.
Ted Moon formed Pathfinder Interactive in 2008 based on his vast pioneering experience in digital marketing. Ted has almost 20 years of experience in digital marketing and has overseen multi-million dollar online media budgets for Nextel, Sprint Nextel, and Capital One. He has leveraged this experience into successful (and often record-breaking) campaigns for all of Pathfinder Interactive clients deploying cutting edge digital techniques in the ever dynamic digital media landscape while staying grounded in traditional marketing principles. Pathfinder Interactive’s current and past clients include TaxSlayer, Identity Guard, Constellation Energy, GMAC, MAFRE Insurance, NetZero, Amtrak, US Dept. of Labor, and Wheelock College among many. Partnering with Wunderman DC, Pathfinder has also extensive experience in the healthcare and pharmaceutical marketing space on multiple brands such as Sunovion, Biogen, Abbott, Foundation Medicine, Hologic, CareFirst, and Boehringer-Ingelheim.
Prior to forming Pathfinder Interactive, Ted gained financial services experience with Capital One as Director of Online Media where he led the corporate level development and implementation of digital media strategy. But it was the nine years of online marketing experience at Nextel (and later Sprint Nextel) as Director of Digital Marketing that Ted built the digital marketing program from the ground up, starting as a $100k experiment in 1999 to one of the nation’s largest (over $100 million in digital media budget) and most innovative programs by 2008. In growing this business, he managed all forms of digital marketing, ranging from traditional online display, paid search, and emerging media. Ted’s programs drove new customer acquisition, brand awareness and consideration, as well as loyalty/retention to the current customer base. His many successes include the award-winning In the Motherhood webisode series, as well as strategic offline/online integrations with major sports and entertainment partnerships that include the NFL, NASCAR, and top-rated prime time television shows. Named 2006 MediaPost Online All-Star and the recipient of the 2005 NHL Digital Partner Award, Ted managed acquisition direct mail, the discipline which originally brought him to Nextel.
Prior to Sprint Nextel, Ted spent three years at MCI working in direct marketing and loyalty-based marketing partnerships, including the successful airline partnership program with Southwest Airlines and US Airways. Ted, a Washington, DC-area native, began his direct response advertising career at the New York office of Ogilvy & Mather Direct (now OgilvyOne) working on the AT&T and IBM accounts. He received his undergraduate degree from the University of Michigan where he was co-captain of the men’s lacrosse team and holds an MBA in marketing from the University of Notre Dame.
WEDNESDAY, OCTOBER 2 AT 8AM
“Building Brands People Love: Made in DC”
What to expect: Breakfast Lecture
With the rise of mass marketing and social media, getting people to engage with your business is hard. Getting them to fall in love with your brand is even harder. Join us for conversation and some healthy debate with Washington DC’s top entrepreneurs as we discuss the building blocks that go into crafting a brand that people will fall in love with.
- 8:00-8:15 am Check-in and networking
- 8:15-8:20 am Welcoming remarks, event kickoff
- 8:20-9:00 am Panel
- 9:00-9:15 am Audience Q+A
- 9:15-9:30 am Mingling and wrap-up
WEDNESDAY, OCTOBER 2 AT 6PM
“Associations and the Ripple Effect”
What to expect: Discussion panel, apps and drinks
Who serves the largest demographic currently driving the economy? Who produces the premiere global event for emerging technology? If you’re thinking Fortune 500s, think again–the answer to both is an association. Join MiQ to understand this often overlooked and extremely influential business vertical and how they are uniquely equipped to lead the market and innovate.
Jesse Contario (Moderator)