9:00 AM - 9:30 AM
Hosted by Havas Worldwide Chicago
Main Stage 1 - The Merchandise Mart 222 W Merchandise Mart Plaza Chicago Illinois 60654
Slang-slinging suburban moms talking foam parties and fantasies for Hefty Party Cups. Honey Maid graham crackers declaring gay couples as the new “Wholesome.” Plus-sized pin-ups proclaiming #ImNoAngel for Lane Bryant.
There is no question controversy can catalyze water cooler conversations. But it’s far from simply about buzz. Today, brands must be fearless to survive. Across all categories, aging brands are struggling with declining sales, undifferentiated offerings and uninspired consumers. But the best brands have found a way to break through with bold new campaigns that stand out in the sea of sameness.
Led by Havas Worldwide Chicago Group CCO Jason Peterson, this session will cover questions like:
• Why are so many marketers risk averse?
• How do brands/agencies overcome fear to get to truly breakthrough work?
• How far is too far in reinventing your brand to become culturally relevant?
Venue & Location
Main Stage 1 - The Merchandise Mart222 W Merchandise Mart Plaza
Chicago, Illinois 60654