Nina DiSesa: Can big firms keep up with boutique agencies?
Nina DiSesa has worked in the quintessential boys clubs of advertising for almost thirty years. In 1994, she became the first woman EVP, Executive Creative Director for McCann Erickson New York, the flagship office of the largest advertising agency in the world. Under her creative leadership, the New York office enjoyed an unprecedented 5-year growth period adding almost $2.5 billion in billings. In 1998, she was made Chairman as well as Chief Creative Officer of McCann New York. She was the first woman and first creative director to be named chairman in the McCann global network.
In 1999, Nina was chosen by Fortune magazine as one of the “50 Most Powerful Women in American Business.” In 2005, she received the Matrix Award, given each year to a select group of women in communication. In 2007, she was inducted into the Hall of Fame for CEBA (Creative Excellence in Business Advertising).
Nina DiSesa: Well big clients go to big agencies that doesn’t mean that the smaller digital shops are seductive in their ability to get the client’s attention but most clients are big enough where they have need a really strong partner and the advertising agencies like McCann and something other big advertising agencies in the business are best equipped to being them board in this area, no body thinks of the big agencies as being nimble but the big agency has the resources to do exactly that and the idea of doing digital advertising or advertising on the web or whatever it takes to reach the consumer is what an advertising agency like McCann Erickson really on the big agencies is best equipped to do, and they kind of track the talent they can pay for the talent, they can they have the ability to do, whatever that client needs and is the clients needs are not just one dimensional. They are multilayered right now we are so fascinated with the idea of doing social advertising or advertising to the interested. So instead of running a commercial on the super ball or the academy awards but we certainly doing grade numbers, we can also reach to the person who is very interested in something in different media like the phone or PDA or the computer, or the web, but there is an awful lot of people who are still watching television. There is a lot of consumers who are getting their information from magazines and newspapers and media broadcast media so, its kind of pre-matured to say that mass media is dead, its certainly not dead, the younger people are easier to reach in different avenues for sure, but there is still a lot of women who are home, ironing, taking care of their kids watching television and getting their information from the television set. So I would say that people change because they have to change and really good agency would be as nimble as that anybody else? Recorded on: 2/29/08
Big clients have big needs, says DiSesa.
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Greater Commons, founded by Todd McLeod and Andrew Cull, is an organization that helps people live happier, more successful and fulfilling lives through agile learning. The current education system is inefficient and exclusionary, in which many students who end up earning a degree, if at all, enter a career not related to their field of study. Greater Commons solves this problem and gap in post-high school secondary education in a variety of ways. Passionately and diligently, Great Commons helps others obtain skills, knowledge, wisdom, motivation, and inspiration so that they may live better lives.
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PeerForward is an organization dedicated to increasing the education and career success rates of students in low-income schools and communities by mobilizing the power of positive peer influence. PeerForward works with partner schools to select influential students as a part of a team, systemizing the "peer effect." Research in the fields of sociology of schools, social-emotional learning, adult-youth partnerships, and civic education demonstrates that students can have a positive effect on the academic outcomes of their peers. PeerForward is unique through its systemic solutions to post-secondary education.
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Cogniss combines technology and best practice knowledge to enable anyone to innovate and share solutions that advance lifelong learning. Cogniss is the only platform to integrate neuroscience, through which it solves the problem of access by providing a low-code platform that enables both developers and non-developers to build sophisticated education apps fast, and at a much lower cost. It addresses the uneven quality of edtech solutions by embedding research-based learning design into its software. App creators can choose from a rich set of artificial intelligence, game, social and data analytics, and gamification to build their perfect customized solution.
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Practera's mission is to create a world where everyone can learn through experience. Today's workplaces are increasingly dynamic and diverse, however, costly and time-consuming experiential learning is not always able to offer the right opportunities at scale. Many students graduate without developing the essential skills for their chosen career. Practera's team of educators and technologists see this problem as an opportunity to transform the educational experience landscape, through a CPL pedagogical framework and opportunities to apply students' strengths through active feedback.
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Lorna Davis is the Senior Advisor to Danone CEO and is a Global Ambassador for the B Corp movement. Lorna has now joined B-Lab, the non-for-profit that supports the B Corporation movement on an assignment to support the journey of large multi nationals on the path to using business as a force of good.
Dan Rosensweig joined Chegg in 2010 with a vision for transforming the popular textbook rental service into a leading provider of digital learning services for high school and college students. As Chairman and CEO of Chegg, Dan commits the company to fulfilling its mission of putting students first and helping them save time, save money and get smarter.
Stuart Yasgur leads Ashoka's Social Financial Services globally. At Ashoka, Stuart works with others to initiate efforts that have mobilized more than $500 million in funding for social entrepreneurs, engaged the G20 through the Toronto, Seoul and Los Cabos summits and helped form partnerships with leading financial institutions and corporations.
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