brands innovation technology

BRITE '19 AGENDA

MARCH 4, 2019

COLUMBIA UNIVERSITY: LERNER HALL
2920 BROADWAY, NEW YORK CITY

Monday, March 4


REGISTRATION & NETWORKING: 8:00AM - 8:45AM


SESSION 1: 8:45AM - 10:45AM


FRIEND & FOE: WHEN TO COOPERATE, WHEN TO COMPETE, AND HOW TO SUCCEED AT BOTH

Adam Galinsky
Pandit Professor of Business
Columbia Business School

In every interaction, we face a fundamental dilemma between two seemingly opposing forces: Is pursuing self-interest the best way to get ahead, or are humans born to cooperate? This talk explains why this debate misses the mark since ALL of our relationships are characterized by cooperation AND competition. Drawing on original research and vivid real-world examples, you will learn to deftly navigate this tension to achieve the best outcomes for yourself, today and tomorrow.

A “QUACK" FOR GOOD: LEVERAGING TECHNOLOGY FOR AUTHENTIC SOCIAL PURPOSE

Carol Cone, Founder and CEO, Carol Cone ON PURPOSE
Catherine Hernandez-Blades, Senior VP and Chief Brand & Communications Officer, Aflac
Aaron Horowitz, Co-Founder & Chief Executive Officer, Sproutel

What does Aflac’s iconic duck have to do with kids facing cancer? Knowing the power of companionship, Aflac paired its brand icon with the latest in social robotics to evolve the company's impact on pediatric cancer. The insights behind My Special Aflac Duck will illuminate a journey for brands to leverage existing assets, rethink long-term commitments, and boldly embrace innovation to advance purpose.

AN EMOTIONAL FREE SAMPLE

Colin Mitchell
VP Director Global Brand
McDonald's

Great marketing in the digital age stems from not just from what a brand says about its product or service but how it says it.  In other words, brands need a “communications model.”  This determines when, where and how it shows up in the world – and why it deserves to be there.  Recently, McDonald’s has been on a journey to discover what its model should be, and has uncovered strategic lessons that can be applied to your brand.


NETWORKING BREAK: 10:45AM - 11:15AM


SESSION 2: 11:15AM - 1:00PM


FIRESIDE CHAT:
BOLD AND PURPOSEFUL LEADERSHIP

Norman de Greve, SVP, Chief Marketing Officer, CVS Health
Margaret Molloy, Global Chief Marketing Officer and Head of Business Development, Siegel+Gale

Standing out in the digital age is absolutely essential for brands and it is also filled with risk. What does it take to be a brand leader and business leader under such conditions? What decision-making is required for a brand to live up to societal promises and financial requirements? What does it take to be a leader and build a strong organizational culture?

CHANGES DRIVEN BY A FINTECH FUTURE

Alexander Sion
Director & Co-Head, D10X; Co-Founder, Moven
Citi Ventures

As the financial system pushes forward to innovate in the digital age, it will impact all businesses and society at large. When consumers gain more effective control over their finances, when the spending relationships between companies and consumers change, and as investment decision-making at all scales adapts and grows, will our sense of what a bankis today still exist in the future?

MYTHS AND REALITIES OF DATA AND MACHINE LEARNING IN MARKETING

Catherine Williams
Chief Data Scientist
Xandr

Data and machine learning can help move the needle for brands, but it’s often challenging for marketers to know where to start – and what’s fact vs. fiction. In this discussion, Catherine Williams, chief data scientist for AT&T’s advertising and analytics company Xandr, will examine some myths and realities of data and machine learning in the marketing space – and how brands and enterprises can leverage these tools to accelerate their businesses.


LUNCH BREAK: 1:00PM - 2:00PM


SESSION 3: 2:00PM - 3:25PM


ENTER THE NEXT DIMENSION WITH SPATIAL COMPUTING

Ori Inbar
Founder & Managing Partner
Super Ventures

For over 40 years, computing has been a two-dimensional representation of a three-dimensional world. Tech giants and startups are now looking into the growth opportunities of spatial computing through augmented reality and virtual reality, where information is organized and interacted with in space rather than on a flat screen. As measurable ROI is beginning to develop, how will spatial computing impact our lives and our businesses?

IDENTITY DESIGN: AN INTIMATE RELATIONSHIP

Sagi Haviv, Partner, Chermayeff & Geismar & Haviv
Nicole Kankam, Managing Director of Marketing, United States Tennis Association

Successful brands—which embody the character and aspirations of their organizations and endure for many years—are born out of a collaborative partnership between client and designer. In dialogue, Nicole Kankam of the United States Tennis Association and Sagi Haviv of Chermayeff & Geismar & Haviv will discuss the strategic considerations that informed the creative work behind the new visual identity for the US Open Tennis Championships.

THE BIG NINE: THE FUTURE OF AI

Amy Webb
Author, The Big Nine
Founder, Future Today Institute


The future of artificial intelligence—and by extension, the future of humanity—is predominantly controlled by just nine companies, six in the US and three in China. These “big nine” are funding the majority of AI research, and control most of the networks, that will mine our data in ways that aren’t transparent or observable to us. Quantitative Futurist Amy Webb offers a snapshot of our plausible futures living with AI, along with solutions for how to prevent the AI pitfalls that are on the horizon.



NETWORKING BREAK: 3:25PM - 3:50PM


PARALLEL BREAKOUTS: 3:50PM - 5:30PM


MAIN AUDITORIUM:

PERSPECTIVE ON PURPOSE PANEL

Jonathan Jackson, Co-Founder, Blavity Inc ; 2019 Nieman-Berkman Klein Fellow
Nina Montgomery, Design Researcher, IDEO; Editor and author, "Perspectives on Purpose"
Matthew Quint, Director, Center on Global Brand Leadership
Ed Pilkington, Chief Marketing and Innovation Officer NA, Diageo
Freya Williams, CEO, North America, Futerra

Issues around sustainability and the consumer attention to upstart purpose-led brands are pushing the corporate community to expand beyond shareholder value to societal value. This session will feature authors and brands from a forthcoming book that will better define the buzz around “purpose” and help organizations think about how to use it authentically and strategically.

ROOM 555:

SEEING AROUND CORNERS: GAINING INSIGHTS FROM THE EDGES

Rita Gunther McGrath
Author, The End of Competitive Advantage
Faculty, Columbia Business School

In this interactive workshop, Columbia faculty member Rita McGrath will introduce a perspective from her forthcoming book, “Seeing Around Corners.” This will relate to how executives can best position themselves to “see” major changes in their environment. Participants will leave with actionable ideas that they can implement immediately.

DRIVING DIGITAL STRATEGY

Sunil Gupta
Author, Driving Digital Strategy
Carter Professor of Business Administration, Harvard Business School

Digital technologies have disrupted entire industries, and incumbents have often struggled. Typical approaches—such as using technology to improve efficiency, conducting digital experiments, or launching independent units to spur innovation—have met with limited success. Based on ten years of research, Sunil Gupta will discuss how the rules of business have changed and how companies can reinvent themselves.


WINE & BEER RECEPTION: 5:30PM - 7:00PM