SXSW voting 2024 - Page: FutureVision Report Detail Page

SXSW Panel Picker

Brand activism has recently emerged as a polarizing subject of discussion, often inciting cultural wars and causing numerous brands to falter under pressure.

In this panel, we’ll discuss how brands like Nike are embracing their role in leading purpose-based change. Defining a new integral part of long-term brand building.

Throughout our journey, we’ll explore perspectives around developing a culture of action - from brand design as a force for change to the role of AI in embodying the activist spirit.

Speakers:
Teddy Black, Senior Account Director, R/GA
Matt Jakob, Executive Creative Director, R/GA

Activism for Brands - A Culture of Action Through Design

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AI's power has captivated the world, but a critical concern remains often overlooked. As AI outputs flood the internet, the quest for genuine human intelligence becomes increasingly challenging. Over time, AI training risks becoming cannibalistic, akin to an ouroboros. We then find ourselves with dueling neural network perspectives - both rational (AI) and emotional (human brain). Join us as we delve into the delicate balance of these neural realms, explore how combining AI's analytical brilliance with the emotional richness of the human mind opens new possibilities for brand experiences.

Speakers:
Meghan Phillips, Managing Director, Brand Relationship Design, R/GA
Nick Coronges, ‪EVP, Global Chief Tech Officer, R/GA

AI-Human Nexus: Remaining Human-Centric Despite AI Onslaught

What does “expertise” mean today?

56% of Americans value the opinion of someone who has experienced a condition as much as they do a health care professional who specializes in that condition.

So in a social media/influencer/AI-everything world, where information and opinions of every kind are in infinite supply and instantly available, what is the meaning of expertise? What’s its role?

R/GA Health will address how brands and physicians can reinforce their own responsibility, integrity, and experience, to remain credible as truly expert voices.

Speakers:
Jacqueline Lovelock, Managing Director, R/GA Health, R/GA
Christian Kugel, SVP, Global Managing Director Applied Intelligence, R/GA

A 21st Century Definition of Expertise

If you’re designing a brand today, it’s probably a digital entity that comes to life in interfaces before ads, and a shared entity that builds through collaborations. But most design models date from a time of static brand and image. Brand Bibles and Pyramids are rigid in a world of DAOs and generative AI. We propose a new approach; Brand Operating Systems: a foundational program of purpose, design and tech that enables you to build applications of product, experience and membership. We’ll share principles for designing a Brand OS, and its impact on two of today’s best brands, Google and Nike.

Speakers:
Tiffany Rolfe, Global Chair, Chief Creative Officer, R/GA
Tom Morton, Global Chief Strategy Officer, R/GA

Brands as Operating Systems

Until now, durable traditions and rituals of sports fandom have dictated the playbook for brands in sports. But the next generation of fans is ushering in a new era fandom. One that is open, participatory and responsive to culture in real time. This is On Demand Fandom, and when fandom changes, the rest of sport must follow.

Join R/GA Strategists Jesse Sarfan and Kaitlyn Frysztak as they unveil insights from R/GA’s proprietary research report, The Future Generation of Sports Fans because the clock is running out to apply the rules of On-Demand Fandom to your brand.

Speakers:
Kaitlyn Frysztak, Group Strategy Director, R/GA
Jesse Sarfan, Strategy Director, R/GA

On Demand Fans Are Rewriting the Sports Playbook

We’ve all seen it. Funny: a trait in a brand book. Funny social/not funny everything else—or worse, a failed attempt. Not all brands are funny. But should they be? We think you have to start with that fundamental and often overlooked question—Do all brands need to be funny? And should we be talking about being funny or having a sense of humor? In this (serious) panel, writers, branders, and brand owners will discuss if all brands should be funny or have a sense of humor and how we can approach these questions in an authentic way—they may even change how a brand connects with people overall.

Speakers:
Jennifer Vano, Executive Creative Director, R/GA
Chapin Clark, Executive creative director, R/GA

We’re Not Laughing: Rethinking Brands and Humor

The Magical Platform Fallacy is the belief that a single technology or platform can effortlessly solve all data-related challenges and deliver immediate, scalable marketing success. Martech companies often tout their platforms as all-encompassing solutions, creating misunderstood expectations for marketers. However, relying solely on a single platform's promises can lead to misguided marketing efforts and inefficient resource use. Lack of transparency in some platforms' processes further hinders effective optimization and raises ethical concerns about data usage.

Speaker:
Paul Turzio, Global Head of Applied Intelligence, R/GA