AGENDA
CX Effect + 2022 is a virtual program that will feature live, interactive sessions, pre-recorded segments, and interactive workshops.
Please check back for updates to the program. Agenda is subject to change.
Thursday, November 10, 2022
12:00 PM ET
Opening Remarks
Becky Getz
Head of CX Operations, Amazon AWS
12:10 PM ET
Keynote Fireside
CX has become a critical priority for both agencies and brands, but what does it take to make CX a successful part of your business? In this session, Jon Cook will share practical advice on how VMLY&R has built an award winning CX practice that drives growth for the agency and our client partners.
Lou Carbone is to customer experiences what Edward Demming was to the quality movement. A pioneer in developing and codifying a managerial discipline around an important but abstract value. For more than 15 years, long before "customer experience" became a recognized business priority, Carbone has been helping companies design and execute what he calls "experience blueprints."
Carbone says agencies should recognize that they have important tools to contribute to experience-driven brand building today. Learn why and how in this wide-ranging and inspirational conversation with Kari Shimmel, the Chief Strategy Officer and Chair of the 4A’s CX Council Brand Experience Committee.
Lou Carbone
Founder and CEO, Experience Engineering®, Inc.
Kari Shimmel
Chief Strategy Officer, Campbell Ewald
12:30 PM ET
The Rules of Brand Building are Being Rewritten
Brands are more valuable than ever, and CX is increasingly recognized as crucial for successful brand building. Yet so often Experience Strategy and Brand Planning operate as silo’d and separate teams. In this session, VMLY&R Chief Experience Officer Jason Gaikowski will walk us through the evolutionary gaps that separate these two disciplines and provide a generalizable framework for brand and experience professionals to bridge historical divides and co-create brands that maximize a business’s potential by making – and keeping better brand promises.
Jason Gaikowski
Chief Experience Officer, VMLY&R
12:45 PM ET
Embracing New Worlds of Experience: A Brand Perspective
The next wave of emerging immersive technology, all managing aspects of the metaverse, is offering brands new ways to enhance and unify customer experiences. This conversation with Benjamin Spiegel, Chief Digital Officer of P&G Global Beauty, led by Jennifer Clarke, VP, Strategy Director & Brand Experience Lead at dentsu, will explore these new creative domains, new opportunities for meaningful human connection, and what it means for brand success.
Benjamin Spiegel
Chief Digital Officer, P&G Global Beauty
Moderated by: Jennifer Clarke
Brand Experience Practice Lead, dentsu
1:05 PM ET
Break
BREAKOUT SESSIONS
Select between two breakout workshops.
1:20 PM ET
Breakout Session #1: Mapping a New Frontier: Taming the Wild West of CXJMs
It’s an understatement, but the last 18 months have seen such massive disruption that most journey maps are antiques reflecting a time that is almost unrecognizable. What’s more, the many different definitions and maps can add to the confusion, creating a wild west for CX. As we all explore this new direction, we will present a showcase of agency journey maps, talk about our fragmented CXJM lexicon and discuss the impact journeys can have on brand strategy. This workshop will arm you with the tools you need to navigate this new frontier of journey mapping, understand your CX gaps and opportunities more deeply, prioritize CX initiatives and ideate solutions using proven collaborative design methods.
Kari Shimmel
Chief Strategy Officer, Campbell Ewald
Marc Blanchard
Chief Experience Officer, Bounteous
1:20 PM ET
Breakout Session #2: Tracking Marketing Effectiveness Using the Creative Effectiveness Ladder
In this presentation from WARC, we climb the six steps of the Creative Effectiveness Ladder, a framework unveiled earlier this year by WARC and its sister company, Cannes Lions. Based on an analysis of almost 5000 effectiveness case studies from around the world, the Ladder helps brands identify how creative drives marketing outcomes, and how to ladder up to branding that builds long-term success, Even in a CX-focused world, it demonstrates how and why branding is the crucial foundation upon which great products and services are built.
Cathy Taylor
US Commissioning Editor, WARC
2:20 PM ET
Break
BREAKOUT SESSIONS
Select between two breakout workshops.
2:30 PM ET
Breakout Session #1: Putting CX at the Center of Your Growth Strategy
Business transformation and brand value are now driven as much by positive experiences as by breakthrough messaging. Brand management and creative strategy is therefore converging with customer experience strategy and experience design in a business transformation imperative for agencies and brands teams throughout the economy.
Catherine Bension and Jessica Pezzullo from SelectResources International (SRI), one of the nation's premier search consultancies completing over 500+ agency reviews and related projects involving over $20 billion in billings, will discuss the CX and business transformation essentials that should be top-of-mind for brand builders today.
Catherine Bension
CEO, SelectResources International
Jessica Pezzullo
Senior Partner, SelectResources International
2:30 PM ET
Breakout Session #2: Drive Business Performance and Customer Value with Data-Driven CX
Data experts from Ogilvy Experience will engage attendees in how measurement in CX/experience design will provide a vital complement to more typical media-only metrics. Including:
Best practices in leveraging the CX data landscape
Plotting your organization’s maturity within the data landscape
Where to start and what it takes to have your CX strategy data-driven
Demonstrating ROI with CX initiatives
Geoff Berkheimer
Lead Data Strategist, Experience, Ogilvy
Heidi Wehrly
Principal Experience Strategist, Ogilvy
3:30 PM ET
Break
3:35 PM ET
Good Friction: The Advent of AI and Implications for Human Behavior
Human decisions are increasingly mediated by technology, as we navigate input from “artificially-intelligent” recommendation systems and outsource cognitive load to algorithms. Enabled by this digital transformation, firms have extolled the virtues of “frictionless” customer experiences – removing impediments to buying the product and requiring less deliberative navigation of the customer journey.
In this talk, Renée Gosline, Senior Lecturer at the MIT Sloan School of Management and the lead Research Scientist in the Human-AI Interaction group at MIT's Initiative on The Digital Economy, will discuss the importance of adding nuance to our perception of friction – differentiating between “good” friction and “bad” friction -- and when we should seek “good friction” to minimize harm from AI and share value in customer experiences.
Renée Gosline
Senior Lecturer and Research Scientist, Massachusetts Institute of Technology
4:00 PM ET
Unlocking the Power of the People: Leveraging Experience Design to Protect the Planet
Sustainability is at the top of every global corporation’s agenda. And many of them have put the processes and policies in place to set the bed rock. Humans, or more specifically how they behave, is rarely mentioned in this narrative but yet they are fundamental in many instances to activating these strategies. Jess Wittebort (SVP, CX Design WONGDOODY) & Tam Hussey (AVP, Head of Strategy EMEA WONGDOODY) talk about how companies can design experiences to support behaviour change and help companies meet their sustainability goals.
Tam Hussey
AVP, Head of Strategy EMEA WONGDOODY
Jessica Wittebort
Head of CX Design, North America, WONGDOODY
Presented by Wongdoody
4:10 PM ET
From Platitude to Progress: How Empathy Drives Ideal Customer Experience
Even the most purpose driven firms can struggle to convert their best intentions into best practice, leading to tone-deaf messages and broken promises. In this session, a panel of experts will discuss how genuine empathy unlocks the pathway to customer experiences that maximize a brand’s business potential.
Dipanjan Chatterjee
Vice President and Principal Analyst, Forrester Research
Becky Getz
Head of CX Operations, Amazon AWS
Myron King
Chief Integration Officer, VMLY&R
Cesar Espinoza
Vice President, Open Banking and Real Time Payments, Mastercard
4:40 PM ET
Closing Remarks
Jason Gaikowski
Executive Director, CX, and Global Lead Of Human-Centered Design, VMLY&R
Chair, 4A’s CX Council
ON DEMAND SESSIONS
Future Proof Your Agency with CX
In June 2021, Boston & Philadelphia based, independent advertising and public relations agency Allen & Gerritsen (A&G) acquihired Carter Edwards & Co, a CX agency with an amazing team and a great roster of clients like Panera Bread, Dunkin, Toast and Keurig Dr. Pepper. Find out about the 10-year journey to the successful strategic move to shape A&G and what worked, what didn’t and lessons learned along the way.
Andrew Graff
CEO, Allen & Gerritsen
Succeeding with CX
Fostering successful CX initiatives often requires work that can feel like a covert intelligence operation. Part art, science, and persuasion, this session explores pathways and methods that can boost CX efforts and foster successful implementation across client teams. From overall program design to tactical tips, learn how to position your CX efforts for success.
Jeff Monahan
Founder, Chief Creative Officer, Proper Villains
Jimmy Keown
VP, Growth Strategy Director, Barkley
Eniola Oluwole
Chief Strategy Officer, Velir
Brand Experience: A New Frontier
Brand strategy and CX have always been important. But as customer expectations rise and their attention gets harder to capture, seamlessly integrating the two is a critical business imperative. Which can be easier said than done! In this presentation, Jenny Nicholson, McKinney's Executive Director of Brand Experience, will share how BX can create new opportunities for truly differentiated experiences that drive customer satisfaction AND brand love. She'll also discuss how marketers ready to experiment with BX can set themselves up for success.
Jenny Nicholson
Executive Director, Brand Experience, McKinney