Make Love, Not Ads - Advertising Educational Foundation

AEF Annual Symposium
Make Love, Not Ads
How new-world brand connections
are beating old-world advertising
October 14, 2015
Facilitator: Paul Kurnit
Paul Kurnit is a senior marketing professional with experience in advertising, entertainment and education.
His advertising career spanned Benton & Bowles, Ogilvy & Mather and President of Griffin Bacal, a DDB
agency where he managed classic brands for Procter & Gamble, Kraft, American Express and Hasbro. He
was also Executive Vice President of Sunbow Entertainment, a leading producer of quality children’s television
programming. As founder of Kurnit Communications, KidShop and PSInsights and an instructor for the ANA
Paul delivers customized marketing solutions for companies seeking dramatic new initiatives to drive their
businesses. He is also professor of marketing at Pace University teaching courses in Advertising, Marketing
Planning and International Advertising. He serves Pace as university advisor for the American Advertising
Federation (AAF) National Advertising Student Competition (NSAC).
Paul is a trends expert and is frequently called upon by the
media for comment. He has appeared on NBC/The Today
Show, ABC, CBS News, CNN, Fox, and in The Wall Street
Journal, The New York Times, USA Today, Barron’s, Ad
Age, AdWeek, BrandWeek, Entrepreneur and many more.
He also serves on the Board of Directors of AEF (The
Advertising Educational Foundation), the advisory boards
of CARU, The Children’s Advertising Review Unit of the
Better Business Bureau, Young Consumers: The
International Journal of Advertising and Marketing to
Children and Advertising & Society Review (A&SR).
2
Make Love Not Ads - Agenda
Make Love Not Ads Outline – 2-5pm
#
Module
Time
Content Summary
1
Introduction
:15M
2
Agency of the Future
Assessment
:15M
3
LEAD Make Love Not Ads:
New Consumer Connections
:50M
4
EXPERIENCE New Consumer
Brand Connections
:50M
5
APPLY Audience Perspective
:20M
6
DISCOVER Through Sharing
And Collaboration
:20M
 Share key opportunities and innovations
(Attendees)
7
Highlights From Groups and
Closing
:10M
 Summary: Key learning and takeaways
(Paul Kurnit)
 Introduction and Agenda + Challenge
Question on Topic to Audience (Paul Kurnit)
 Table exercise: What is the best piece of
marketing communication you’ve seen in the
past six months? Why? (Attendees)
 Keynote: Make Love Not Ads
(David Jones)
 Make Love Not Ads trends, examples and
best practices (Panel: Nick Denton, Marita
Sturken, Susan Credle)
 Develop an advertising model to best
connect brand love to consumer engagement
(Attendees w/ Paul, David and Panelists)
What’s the Matter with…
What’s the Matter with…
Your Turn…
• What advertising have you seen in the past
six months that you absolutely love?
– Name the brand
– Describe the work
– Where have you seen it?
– Why do you love it?
– How is it breaking through?
Advertising you love…
Extra Gum
DirecTV
Always
Itau Bank
AirBnB
Under Armour
AT&T
ANA L.E.A.D. Learning Model
Keynote
Takeaways
Panel
Tables
Keynote: David Jones