The advertising and marketing world has been asking itself the same questions for decades. How will this pay out? Will this drive my business? How can I get more impressions? Where is the industry headed? What's the next big thing?

All good questions, but none of them address today's media and advertising disruption and confusion. Fortunately, there's a single question that, when asked, can provide direction to the profession, to our work and our careers. What is that question, and why isn't it being asked?

This session is hosted by Jim Stengel, Adjunct Professor, UCLA Anderson School of Management and President/CEO, The Jim Stengel Company LLC, and Bob Gilbreath, Chief Marketing Strategist of Bridge Worldwide and author of The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning. They will introduce marketers who have asked themselves the burning question and discovered a path to create work with a positive impact on their customers, employees and society. Along with live appearances from Esther Lee, SVP, Brand Marketing and Advertising of AT&T and Lisa Mann, VP for Consumer Experiences of Kraft, industry leaders from Samsung, PepsiCo, Luxottica, Levi’s, IBM, and P&G will share how their companies are answering the question and shifting their approaches to marketing.  

The discussion has been brewing online at www.burningquestion.com since mid-March, where thought leaders around the world in business and marketing have shared their perspective on where the industry must shift. At the Festival, the seminar concludes with beachside breakout conversations to wrap our minds and hearts around what needs to happen next to spark change. After all, every revolution needs a good fire to get things started.

Contributors:
• Sue Shim, CMO, Global Marketing Operation; Senior Vice President, Marketing Group and Visual Display Division - Samsung Electronics
• Fabio d'Angelantonio, Executive Vice President, Sun and Luxury Retail, Chief Marketing Officer - Luxottica
• Indra Nooyi, Chairman, CEO - PepsiCo
• Salman Amin, Executive Vice President of Sales & Marketing - PepsiCo
• Jaime Cohen Szulc, Senior Vice President, Chief Marketing Officer - Levi’s Brand
• John Kennedy, VP of Marketing - IBM
• Marc Pritchard, Global Marketing & Brand Building Officer - P&G
• Mary Beth West Executive Vice President and Global Chief Marketing Officer, Kraft Foods