The “Trust Economy” right-to-win pillar for Cincinnati’s innovation economy is a critical piece of our future. With Cincinnati at the center of consumer-centric brands, this region has been gifted fertile soil to grow and harvest leading solutions with trust. It’s a major opportunity that’s emerged in this era of distrust and cynicism. Brands that can generate trust will thrive, as trust brings loyalty and loyalty brings repeat customers.
On March 20, ideas will be vetted and translated into over a dozen startup ideas and concepts. We’ll see Instagrammers will face-off vs. brand/agency “experts” to see who can make privacy policies easiest to find, understand, and engage. We’ll hear from long-time advertising ethics expert Wally Snyder, Executive Director at the Institute for Advertising Ethics, and recent author and digital marketing expert Shiv Singh, former Global Head of Digital at PepsiCo and Global Head of Innovation at VISA. We’ll review “Consumer Engagement Principles” to see how they can be “actioned.” And more!
In late 2015, brands and retailers globally aligned on a set of consumer-engagement principles to promote an environment of trust between brands and business. Most brands have fallen well short of this ambition. A central theme of our discussion will be what’s required to meet key consumer expectations along these lines. We will also explore other “trust gaps” that must be addressed.
AGENDA –8:00 AM–1:30 PM
8:00 a.m. – Coffee and Networking
8:30 a.m. – Opening: Pete Blackshaw, CEO – Cintrifuse; Jim Price, CEO – Empower
8:45 a.m. – Morning Welcome: Wally Snyder, Executive Director – Institute for Advertising Ethics
9:15 a.m. – Industry Roundtable: ‘The Time Is Now: Trust Is Everywhere’
10:00 a.m. – Breakout Sessions: Part I (Participants attend one)
Winning (Creatively) with the Consumer: Leverage creativity to build trust!
Journalism and Trust: What does the future of journalism look like?
Acting on Principles and Practices: A deeper dive into advertising ethics!
Can I Trust My Devices?: Getting in front of consumer-facing trust issues.
11:00 a.m. – Breakout Sessions: Part II (Participants attend one)
Exposure to “front of the lines” challenges facing industries combatting the issues on trust
Actionable breakout sessions moderated by industry pros – crafting real solutions
A deep understanding of “Consumer Engagement Principles” and their application
WINNING (CREATIVELY) WITH THE CONSUMER: We’ll lead an actual hack to leverage creative principles to better communicate privacy, value exchange, use of data with consumers. This will be primed by a solicitation (and “challenge”) to agencies ahead of time. Younger “Instagrammers” will e enrolled in process to ensure privacy communication principles are simple, visual, and intuitive.
JOURNALISM AND TRUST: Information is shared through (1) the few legacy sources of real researched and sourced journalism and (2) the social media-fueled free-for-all of “news-like” stuff that ranges from real news to native content to malicious mis-information. What’s the way forward?
ACTING ON PRINCIPLES & PRACTICES: Wally Snyder will lead a deeper dive on acting on the current standards and frameworks especially Institute’s Principles and Practices for Advertising Ethics. Advertising and media ethics issues will be fully explored.
“HEY ALEXA! HEY GOOGLE! CAN I TRUST YOU?” Just about every device in your home – Alexa, kitchen appliance, toothbrush, thermostat, security camera and municipal street light — will soon make decisions for you. How do we manage trust in this environment? This session will include a hyper-fast sprint leading to a “Top 10” list for brand CMOs to get ahead of IoT and trust.