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4A’s NYS Council Presents: Creativity From All Perspectives

September 27, 2019


DATE: Monday, October 7th | 1:00 PM – 4:00 PM

PRICING: Members $125 /Non-Members $225

RIT MAGIC Center (Wegmans Theater),
300 Lomb Memorial Dr,
Rochester, NY 14623

Register Here

4A’s is excited to present Creativity From All Perspectives, an annual event designed to bring national-level speakers to the upstate NY region. We’ll explore the evolving roles of creativity and trust in building client relationships and meeting consumer needs. Join us for an afternoon of industry insights and great conversation!

FEATURING: Tim Leake, RPA’s Chief Marketing & Innovation Officer

For over 20 years, Tim Leake has leveraged creativity to solve business problems – first, as an advertising copywriter and creative director, then as an innovation consultant, and now as Chief Marketing Officer for RPA. His job is to help continue to make RPA more famous, more successful and better prepared for the future.

His talk, “Ugly Sells,” explores an emerging creative opportunity that requires throwing the style guide out the window.

Taste, sadly, has never been universal. But we’re seeing a strange trend of people actively preferring to engage with “ugly” things. Kids love games like Minecraft and Roblox — that deliberately look, well… crappy. People passionately engage with memes and videos that feel raw, real, and under-designed. And when it comes to online content, production value has little correlation to engagement.

At the same time, marketers today don’t always have the budget for well-crafted production values. In a world where speed and prolificity are increasingly more important, is beauty as necessary as we wish it were?

Together, we’ll challenge our preconceptions, explore how the definition of craftsmanship is evolving and look at new ways to emotionally connect with the people we need to connect with.

“Democratized Creativity” Q&A with Tim Leake facilitated by Chick Foxgrover, 4A’s EVP, Creative Technology & Innovation

CLIENT PANEL DISCUSSION FEATURING: Alisa James, Director of Brand Marketing, MedExpress

Alisa James is an advertising account director turned corporate marketer for the pioneer of the urgent care category. She is a relentless brand steward responsible for both message and media strategy and plans in the 57 markets in which MedExpress advertises. Her experience spans both sides of our industry and gives her a unique and informed perspective on the role of trust in building client-agency relationships. When Alisa is not evaluating the ROI of last quarter’s campaign, she is a cheerleader for her teenage daughters’ basketball, cross-country and performing arts endeavors – not to mention a wanna-be athlete herself.

Brett Mackechnie, Senior Director of Integrated Marketing, Conduent

Brett Mackechnie is the Senior Director of Integrated Marketing at Conduent, the world’s largest provider of diversified business process services focused on transforming the way our clients operate and helping them move their business forward. Brett is a brand strategist, a channel integrator – and a champion of non-traditional ideas that help brands differentiate within their categories. He has been on both sides of the agency/client equation with previously roles at Grey New York and BBDO and offers an invaluable perspective on what makes for the strongest partnerships.

Christina Zdanowski-Pattison, Director of Strategic Marketing, Highmark Health

Christina Zdanowski-Pattison is the Director of Strategic Marketing at Highmark Health, a national health and wellness organization as well as the second largest integrated delivery and financing system in America. Chris’ professional experience spans multiple healthcare brands in both provider and insurance businesses, including University of Rochester Medical Center, Rochester General Hospital, and Excellus BCBS. At Highmark, Chris has lead numerous marketing campaigns recognized for both their creativity and effectiveness—resulting in Highmark Health achieving the #1 Most Effective Healthcare Brand position in North America, according to Effie Worldwide. Chris has a deep understanding and appreciation for the power of the client/agency relationship—which allows for the creation of truly impactful work.

Moderated by Courtney Cotrupe, President, Partners + Napier

Panel Topic: The Power of Trust & Creativity – join us for an honest conversation around client-agency relationships and the power of mutual trust to allow for great, impactful creative work.