Jump to Date
Day 1 - June 4, 2025
Times indicated are in CST.
Time
8:00 AM
Registration and Check-In
8:00 - 8:45 AM
Breakfast
8:45 - 9:00 AM
Opening Remarks
Featured Track: Technology
When it comes to change, few things seem to change at the pace of technology (aka AI). How are agencies using AI, both to help drive internal efficiencies and to help with the external work product? This informative Track will examine the state of AI in agencies today and expectations for the future.
9:00 - 9:20 AM
Decoding AI Maturity: A Strategic Framework for Advertising Transformation
Artificial intelligence is no longer a futuristic concept, but a present-day necessity. This session provides a clear roadmap for agencies seeking to leverage AI's full potential. We'll explore a comprehensive maturity model, outlining the key stages from initial experimentation to advanced integration. Discover how to assess your agency's current AI capabilities and identify actionable steps to accelerate your journey. Learn to move beyond isolated AI projects and build a cohesive, company-wide strategy that examines the new reality of pricing models, drives tangible business outcomes and ensures long-term competitive advantage.
Speaker:
- Jeremy Lockhorn, SVP, Creative Technologies & Innovation, 4As
9:20 - 9:40 AM
New Research: The Advancement of AI in Agencies
At MPF 2024, the 4As revealed results of a groundbreaking study in partnership with Forrester on the state of GenAI adoption amongst U.S. agencies. This year we'll share updated results based on a new survey that examines changes over the last 12 months and dives deeper into critical areas like level of investment and ROI expectations. Gain deep insight into how agencies are leveraging the technology and use the data to ground your own strategy and approach.
Speakers:
- Jeremy Lockhorn, SVP, Creative Technologies & Innovation, 4As
- Mollie Rosen, President, Member Experience, 4As
9:40 - 10:00 AM
Sponsored Presentation by Resonate
10:00 - 10:20 AM
Agentic AI: Reshaping the Agency Landscape from Within and Without
Agentic AI is poised to revolutionize not only how advertising agencies operate internally, but also the very nature of consumer behavior, impacting the services agencies provide to clients.
This session will explore two critical facets of this transformative technology.
- First, we'll delve into how agentic AI can streamline and optimize internal agency processes, from creative development and media planning to client communication and reporting. Discover practical applications and strategies for integrating AI agents to boost efficiency and free up human talent for higher-value work.
- Second, we'll examine the disruptive potential of consumer-facing AI agents. As consumers increasingly delegate purchasing decisions to intelligent agents, how must agencies adapt their strategies and offerings? We'll discuss the implications for creative messaging, media targeting and the very definition of brand loyalty in an AI-driven marketplace.
Join us to understand how to leverage agentic AI to enhance your agency's internal operations and navigate the evolving landscape of client service in the age of intelligent automation.
Speaker:
- Kenneth Andrew, VP SMB and Growth, Microsoft Advertising
10:20 - 10:40 AM
Break
Featured Track: Generating Growth
“New Business is the lifeblood of an agency” is something we’ve heard for a long time. While true, generating new business is getting harder and harder. As the new business landscape continues to change, we will examine different ways agencies can adapt and focus to help make their net new and organic growth efforts more productive.
10:40 - 11:00 AM
The New Agency/Client Playbook
New forms of competition increasingly disrupt the agency landscape and distract clients from the value that great agencies provide. In-house capabilities, AI advancements and lower-cost competitors actively undermine the agency value proposition in clients’ minds.This session will explore proven approaches for strengthening your position as a strategic partner in the eyes of the client , and increasing the depth and duration of the client relationship.
Speaker:
- Jack Skeels, CEO & Founder, AgencyAgile
11:00 - 11:20 AM
Punch Above Your Weight: Winning Big When No One Is Watching
We’re all chasing that next pivotal client—the win that starts the next chapter. In 2024, Partners + Napier secured a major victory built on years of growth, resilience and the right moves along the way. Big wins like this one aren’t about luck—they’re about the long game. CEO Courtney Cotrupe and CCO Rob Kottkamp share how they outthought, outworked and outpitched the competition. From building the right team to sharpening their story, they’ll discuss how preparation meets opportunity, the power of relationships and how they emerged the underestimated champion no one saw coming.
Speakers:
- Courtney Cotrupe, CEO, Partners + Napier
- Rob Kottkamp, CCO, Partners + Napier
11:20 - 11:40 AM
Pushing for a Plus: Embedding Organic Growth in Your Process
Often agencies focus on new clients as their growth strategy and de-prioritize organic growth opportunities (or ignore it altogether). CCF has baked organic growth into its process to the extent that almost every client presentation includes an opportunity to generate incremental initiatives and income. We'll share our method to make organic growth an ongoing practice owned by the entire agency.
Speakers:
- Molly Hull, Director of Brand Development, CCF
- Rob Rankin, President, CCF
11:40 AM - 12:00 PM
Changing the Game for Agency Growth
When the old business development methods no longer served them, OH Partners built a new model focused on specialization, offering tailored branding and marketing services. This session will share how embracing this focused approach enabled the agency to thrive.
Speaker:
- Meagan Jackman, President, OH Partners
12:00 - 12:20 PM
Seeing It from Both Sides
Drawing from both sides of the table, Carter Nance, VP Brand and Creative Strategy, Consumer Cellular, Inc. will unpack the challenges and opportunities that arise when agencies and clients must collaborate in a rapidly changing environment. In this fireside chat with Steven Erich, Co-Founder & President, Erich & Kallman, expect to hear honest reflections on what has worked, what has changed and what both clients and agencies need to know to navigate this new era of partnership effectively.
Speakers:
- Steven Erich, Co-Founder & President, Erich & Kallman
- Carter Nance, VP Brand and Creative Strategy, Consumer Cellular, Inc.
12:20 - 12:40 PM
Break
Featured Track: Talent and Culture
The post-pandemic workforce is different from any that preceded it, and it’s resistant to many of the conventions that previously defined work and employer relationships. We will explore ways for agencies to keep talent motivated and engaged as the working environment continues to evolve.
12:40 - 1:00 PM
Fostering Productivity in a Changing Workplace
Adapting to new ways of working in a changing environment may seem intimidating, but what if they're not new ways? Consistency is key when fostering workplace productivity. In this session, Cathy Chan Butler shares seven practical ways leaders can help teams successfully adapt in a changing environment.
Speaker:
- Cathy Butler, EVP, Talent, Equity & Learning Solutions, 4As
1:00 - 1:20 PM
The People-Powered Agency: How Culture Drives Success
At Cactus, we’ve always believed that people are our superpower - that a strong, employee-centric culture is the foundation for navigating constant change in the agency business. This presentation pulls back the curtain on our unique approach to culture, revealing the key ingredients that empower the Cactus team to thrive, even in the harshest conditions. From clarity of agency values and a focus on meaningful work to mental wellbeing initiatives and embracing radical transparency, we'll share how you can build a people-powered agency that’s ready for whatever’s next.
Speakers:
- Ainslie Fortune, VP / Account Leadership, Cactus
- Jeff Graham, President & CMO, Cactus
1:20 PM - 1:40 PM
Culture Unfiltered: The Power of People & Purpose
Agency success always starts with your people. This session will focus on purpose-driven ways to build a strong culture where people feel challenged, supported and fulfilled, and the agency grows and thrives as a result.
Speakers:
- Jocelyn Friedman, President, Proof
- Jennifer Spire, CEO, Partner, PrestonSpire
1:40 - 2:45 PM
Lunch
Featured Track: Agency Operations
As the industry and client demands continue to change, agencies must evaluate their operations to ensure they are positioned to succeed. Whether that means investing in new technology and services, rethinking the overall agency structure, or evaluating different pricing models, there are many options for agency leaders to consider. We will examine some of those options here.
2:45 - 3:10 PM
The Growth Mindset: How Small Agencies Can Compete and Win
In an increasingly aggressive market, small and independent agencies must leverage technology and operational efficiencies to maintain a competitive edge. This session, in collaboration with RPA, will explore how growing agencies can implement streamlined systems to enhance agility, improve financial oversight and pitch at a higher level.
Key discussion points will include:
- Operational Efficiency: How running lean with real-time financial and operational reporting enables smaller agencies to remain agile and make data-driven decisions.
- Flexibility in a Seamless Integration: The importance of having a unified system for operations, accounting and media platforms, ensuring flexibility and scalability.
- Governance and Financial Structure: Best practices in governance, finance and systems alignment that allow independent agencies to mirror the efficiencies of larger holding companies.
- Scoping as a Competitive Advantage: Leveraging technology to streamline the scoping and pitching process, enabling agencies to move faster and stay ahead in competitive pitches.
3:10 - 3:30 PM
The Media Forecast: Adapting to Real-Time Market Shifts
The days of static media planning are over. In today’s dynamic market, clients demand real-time insights, agile strategy shifts and clear proof of impact on their bottom line. Our speakers from Cramer-Krasselt will reveal how they've engineered advanced media mix modeling and analytics-driven planning tools to navigate the ever-changing media landscape—turning unpredictability into opportunity. Learn how to build smarter, more adaptive media strategies that keep your brand ahead of the storm.
Speakers:
- Courtney Perigo, Cramer-Krasselt
- Kirk Pratt, Cramer-Krasselt
3:30 - 3:50 PM
Sponsored Presentation by Arima
3:50 - 4:10 PM
Reinvigorating Revenue: Create Scalable Growth with Higher-Value Offerings
Create a more strategic and methodical approach to building growth for your agency. Join Brian Kessman to learn the five critical shifts that will future-proof your agency for building sustainable growth and long-term profitability.
- Turn Outcomes into Income: Redefine your services to focus on delivering tangible client results. This shift not only justifies premium pricing but also strengthens loyalty and drives repeat business.
- Prioritize Profit, Not Projects: Move away from low-margin, commoditized services and create scalable, high-value solutions that solve critical client challenges.
- Diversify and Stabilize Revenue Streams: Build financial predictability by developing subscription and licensing models, transforming your revenue into a steady, reliable foundation for growth.
- Co-Create for Growth: Work collaboratively with clients to design solutions that address their biggest needs, deepening trust, extending relationships and unlocking high-margin opportunities.
- Integrate AI for Scalable Success: Blend AI with traditional services to expand your capabilities, reduce costs and create scalable revenue streams - all without adding headcount.
Speaker:
- Brian Kessman, Founder, Lodestar Agency Consulting
4:10 PM - 4:30 PM
The Cost of Slow Payments: How Agencies Can Speed Up Cash Flow and Boost Profitability
The advertising industry is at a tipping point—delayed payments, outdated billing practices and a lack of digital invoice standards are putting agency cash flow at risk. With an industry-wide DSO averaging 86 days, agencies need a new approach to stay competitive and profitable.
This session will explore how agencies can take control by:
- Enforcing better payment terms with advertisers and vendors
- Leveraging digital invoicing and automation for faster reconciliation
- Paying vendors faster for higher profitability
Speaker:
- Theresa Contario, Vice President and Business Line Executive, Media, AvidXchange
4:30 - 4:50 PM
Killer Pricing: How Murder Hornet Monetizes Creative Violence
In an industry where pricing models are constantly evolving, Murder Hornet has carved out a profitable, no-BS approach that ensures creative work is valued—and paid for—appropriately. This session breaks down how the agency structures costs, defends pricing and adapts to shifting client expectations without compromising the work. Because in a world of perpetual change, the only game plan that works is one that keeps you in control.
Speakers:
- Alexandra McInnis, Co-Founder and President, Murder Hornet
- Yasmine Nozile, CFO, Murder Hornet
4:50 - 6:00 PM
Networking Reception
Day 2 - June 5, 2025
Times indicated are in CST.
Time
8:00 AM
Registration and Check-In
8:30 - 9:30 AM
Breakfast
Featured Track: The Work
The agency business has long been focused on the work and on the impact that work can have on a client’s business. That will be the focus of this track.
9:30 - 9:50 AM
Unfinished Legacies: Storytelling in the Age of AI
As the fentanyl crisis strikes across the country, the rules of risk mitigation are changing. So too are our solutions to address them. With the help of AI, BarkleyOKRP created an innovative campaign to meet the city’s challenges and humanize the solution, bringing a powerful prevention message to life.
Speakers:
- Olivia DellaPolla, Associate Strategy Director, BarkleyOKRP
- Tim McCracken, SVP, Group Creative Director & A.I. Specialist, BarkleyOKRP
9:50 - 10:10 AM
How to Take Big Creative Swings -- And Why They Pay Off
From taking over monuments all around the world (including landing a 270-foot dragon on the spire of the Empire State Building) for HBO Max’s “House of the Dragon” to a real-life wedding for the latest season of Netflix’s Bridgerton, Giant Spoon expands the ways people experience brands. Its best work is the result of a creative process that centers on expansive thinking, which blends craft with collaboration and physical exploration. Join Giant Spoon Cofounder Jonathan Haber for a hands-on session that will help you take more creative swings and mitigate the forces – both internal and external – that pull you into “playing it safe."
Speaker:
- Jon Haber, Co-Founder, Giant Spoon
10:10 - 10:30 AM
Accidental CX
In this session, Jason will reveal hidden truths and simple steps any agency can take to grow by doing more of the work we all admire most. And the best part? You already have everything you need to be great!
Speaker:
- Jason Gaikowski, Chief Transformation Officer, VML
Featured Track: Leadership
Embracing change can be daunting, but maintaining the status quo can lead to irrelevance. How to think about leadership, the art and science of change management and more will be covered in this track.
10:30 - 10:50 PM
Unlocking Agency Excellence: Implementing the Entrepreneurial Operating System (EOS) for Optimal Performance
Advertising agencies face the constant challenge of enhancing efficiency, fostering team alignment and driving sustainable growth. This session delves into the transformative power of the Entrepreneurial Operating System (EOS), a comprehensive framework designed to harmonize and elevate all aspects of your agency's operations. Attendees will gain insights into:
- Core Components of EOS: Six key elements and how they interrelate to strengthen your agency's foundation.
- Real-World Application: We’ll examine the specific strategies THE LOOMIS Agency used to improve team alignment, accountability and decision-making.
- Practical Tools and Strategies: Learn about actionable tools such as the Vision/Traction Organizer™ and Level 10 Meetings™ that can be integrated into your agency's workflow to enhance clarity, accountability and results.
Discover how adopting EOS can lead to a more cohesive team, streamlined processes and a clear vision that propels your agency toward unparalleled success.
Speaker:
- Mike Sullivan, CEO, The Loomis Agency
10:50 - 11:10 AM
Getting Real about “Change”
Let’s get real about the necessity of change management in the advertising business.
Change is a constant, so how we think about marketing change internally to increase receptivity is the game changer.
Speaker:
- Laura Bukowski, COO, KSM
11:10 - 11:30 AM
Break
11:30 AM - 12:30 PM
Thriving in Change: How the Right Structure (Ironically) FreesAgency Innovation
Change is a constant in our industry, which can be both exciting and daunting. The freedom to embrace that initiative you've been wanting to implement starts with, oddly enough, structure.
In this hands-on workshop, you will explore a change you want to make and Amanda Hembree will help you develop it in a way that strengthens your agency’s future while preserving what already works. Using proven change management principles and the GUIDE framework, you will learn to define, plan and initiate a practical roadmap that you can take back to your agency. This process will help you tame that big beast of an idea and turn it into something actionable.
Speaker:
- Amanda Hembree, Founder, Amanda Hembree Consulting
12:30 - 12:35 PM
