April 18th

13:00

Opening of the Secretary

13:00 - 18:30

Coffee Bar - Offering: Giovanni DraftFCB

13:00 - 18:30

Presentation of the shortlist and winning pieces

2:00 PM – 3:30 PM

Interactive Marketing: AKQA case

AKQA is not just worried about being the best digital agency, it wants to be recognized as one of the best agencies "period".
It is known for creating the most influential digital experiences for its clients, developing projects and respecting their principles, always aiming at interactivity and controlling the technological tools, using them to build such communication channels.

Speaker:

• David Bentley, General Manager AKQA (EUA)

Debater:

• Martín Hazán, Nextperience (ARG)
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3:30 PM – 5:00 PM

Branded Integration: from good old merchandising to continued brand integration, wherever they are.

In the 70's we used to see those bottles of beer on the soap operas on TV and say, what a peculiar thing to see that brand acting alongside the audience's favorite actors. At that time, it was called merchandising. Recently, such action became known as “product placement”. Even more recently, such concept of simply exposing the products on media channels has greatly expanded to a continued brand integration on several environments. "One-Shot" have become an outdated action and a complex network of integrated projects has become the great catch and the great challenge to the agencies and their clients.

Speaker:

• Nigel Hollis, Milward Brown (EUA)
  

Debater:

• Eduardo Cama, Dínamo Films (BR)
  
• Mariano Serkin, Del Campo Nazca S&S (ARG)
  

Mediator:

• Isabelle Perelmuter, Onstrategy (BR)
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5:00 PM – 6:00 PM

Replacing Reach & Frequency: Engagement.

On 2010, the cleverest brands realized that the marketing model goes not only to 360º, but in fact, it goes to 365°.
This means that the whole logic also considers the publishing body to react in real time and engage into mutual conversations that disclose even more information. These information must be unique, useful and custom-made. The best brands are the ones that connect to their consumer's interests and motivations.

Speaker:

• Paul Kemp-Robertson, CEO da Contagious Communication (UK)
  

Mediator:

• Regina Augusto, Grupo M&M.
  

18:30 – 21:00

Open Bar - Offering: Dinamu

April 19th

13:00

Opening of the Secretary

13:00 - 18:30

Coffee Bar - Offering: Giovanni DraftFCB

13:00 - 18:30

Presentation of the shortlist and winning pieces

2:00 PM – 3:00 PM

How to turn creativity into business leverage.

BBDO and Pepsi's relationship was built focused on results and the improvement of brand presence in Argentina. How was it possible to innovate within conservative rules? How to develop trust to the point of changing the brand's name? How to build the future in a scenario where everything changes in a second? Who leads the process?

Speakers:

• Federico Bluthgen, Pepsico (ARG)
  
• Rodrigo Grau, BBDO (ARG)
  

Mediator:

• Fernando Jucá, BrightHouse Brasil (BR)
  

3:00 PM – 4:00 PM

Creation is Creation, Business is Business.

Creation and business have always walked together. There are details pertaining to the creative trade and certain decisions that only concern to business. On the first topic, the subject concerns to creative professionals. The second topic is subject for CEOs. On this special panel, Wave gathers some of the most influential CEOs to a business talk.

Speakers:

• Mario D´Andrea, JWT – (BR)
  
• Alejandro Cardoso, Publicis – (MEX) 
  
• José Alberto Quintero Estrada, Grupo Love – (COL)

Mediator:

• Marcelo de Salles Gomes, Grupo M&M
  

4:00 PM - 5:00 PM

How to start and reinvent the conversation between consumer and brand.

There have been a lot of conversation in the communication industry about "story telling", an ancient art of imparting culture and communicating between individuals. Now, even older and stronger than ever, this practice has been on the highlights of our industry and Unit 9 uses technology to talk and promote a share of experiences between the consumers and the story.

Speaker:

• Anrick Bregman, Unit 9 (UK)
  

Mediator:

• Washington Olivetto, WMcCann (BR)
  

5:00 PM – 6:30 PM

How to leverage the real value of design.

The attraction and persuasion strength of a brand continues to be boosted, nowadays, if it can rely on a mighty armory of design and branding. In a world where products and services are even more similar, and prices are increasingly competitive among themselves, it is time - more than ever - to see designing as market leverage e a tool that can identify evolution leaps and put them to work towards brands creativity and profitability.

Speaker:

• Jonathan Ford, Creative Partner da Pearlfisher (UK)
  

Debaters:

• Guillermo Landeros, Doblegiro (CHI)
  
• André Poppovic, Oz Design (BR)
  

Mediator:

• Luciano Deos, GAD’ (BR)
  

20:30

Dinner Award

April 20th

13:00

Opening of the Secretary

13:00 - 18:30

Coffee Bar - Offering: Giovanni DraftFCB

13:00 - 18:30

Presentation of the shortlist and winning pieces

2:00 PM – 3:30 PM

You have 6.5 seconds to talk to your consumer. Do you know how?

According to a research conducted by Draftfcb advertisements have, in average, only 6.5 seconds to catch the consumer's attention and encourage them to act. The greatest challenge of agencies is to make sure that the creative work is "Simple Enough", i.e. it must be easily understood and interesting enough.
This is the concept that guides all structure, culture and process aspects of the agency. The aim is to present ideas that lead consumers to engage with their client's brands.

Speaker:

• Laurence Boscheto, CEO Draftfcb (EUA)
  

3:30 PM – 4:30 PM

Case: Mother

How is the daily life of the mother of all modern agencies, the one that broke rules and invented an even more innovative way to be creative in advertising? How does Mother think, the agency that is still benchmark for creative departments that want to evolve, for agencies who want to stand out and for advertisers who have already understood that creative communication is the one that tows brands from the mass grave daily commonplaces.

Speaker:

• Gustavo Sousa, Mother (UK)
  

Mediator:

• Regina Augusto, M&M Group.
  

4:30 PM – 5:30 PM

What do the advertiser and the agency want, by StrawberryFrog.

Melinda Eskell worked on Unilever and Heineken and will tell us how she sees the new changing scenario of worldwide communication for both sides of the coin: the agency and the advertiser. But with a single large focus: the solid brand construction, always favoring innovation and differentiation as active principles. Her attention and vision are on the client and on the evolution of the media and communication worlds.

Speaker:

• Melinda Eskell, CEO StrawberryFrog (NED)
  

Mediator:

• João Baptista Simon Ciaco, Fiat (BR)