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Learn about our seminar

  • Capturing Consumer Attention In The Critical
    6.5 Seconds That Matter SM

    Tuesday, June 22
    10:00 - 10:45 a.m.
    Debussy theatre – Palais des Festivals

    Draftfcb believes that there is no way to separate creativity from accountability. As such, the company has analyzed the average time it takes consumers to lean into a marketing message and decide if it’s meaningful to them — by media channel (print, TV, digital and so on) as well as by category. The findings offer a wake-up call to marketers everywhere.

  • Michael Fassnacht, Global Chief Strategy Officer, Matthew Willcox, Executive Director at the Draftfcb Institute of Decision Making and the Director of Strategic Planning at Draftfcb San Francisco, and Tom O’Keefe, Executive Creative Director for North America, discuss how this research has fundamentally changed the way they’re approaching the creative process, using data to uncover consumer insights to develop messaging that really matters to people and encourages them to act.

 

  • Presenters’ Bios

     

  • Michael Fassnacht

    Michael Fassnacht

    Global Chief Strategy Officer, Draftfcb

    Michael Fassnacht helps to set overall corporate strategy for the global network, while driving excellence across marketing disciplines. He seeks to integrate the thinking and expertise of Draftfcb’s practice leaders, while developing intellectual property that can be used across its client base. Global leaders in media, planning, customer intelligence, digital strategy, retail, promotion, and CRM report to him. Formerly the agency’s Chief Customer Intelligence Officer, Michael joined Draft in 2005. Previously, he founded analytics firm Loyalty Matrix and served roles at customer relationship agency firm Netcentives and Lufthansa Airlines.

     

  • Tom O'Keefe

    Tom O'Keefe

    Executive Creative Director, Draftfcb North America

    Tom O’Keefe has a proven track record of raising the creative bar with such beloved campaigns as Amazon.com’s “Holiday Sweatermen,” and Taco Bell’s highly successful “Think Outside The Bun.” Tom has also developed award-winning work for an impressive client list that includes Coors, SC Johnson, Blockbuster, Quaker Oats, Snapple, A&W Rootbeer, Levi Strauss & Co, and KFC. After 18 years rising through the ranks in both the Chicago and San Francisco offices of Foote Cone & Belding, he now helps set the creative bar for Draftfcb offices throughout North America.

     

  • Matthew Willcox

    Matthew Willcox

    Director of Strategic Planning, Draftfcb San Francisco; Executive Director, Draftfcb Institute of Decision Making

    Matthew Willcox helps the network deepen its understanding of human decision-making by identifying the way instinctual responses can be addressed through brand messages and experiences. He heads up the planning team on the West Coast of the U.S. and has helped companies such as Electronic Arts, Levi Strauss & Co, Del Monte, Hilton Hotels Corporation, AT&T and MTV make more interesting and effective connections with their audiences. Prior to Draftfcb, Matthew spent 12 years at Ogilvy & Mather, first in London and then in Bangkok.