MAKING
D I G I TA L
WORK 4
Wh en Where Cost
8:30 a .m . – 6:00 p .m. Boulder Digital Works $1250 before April 8
April 28 – 29, 2011 1011 Walnut St. Suite 200 $1500 after April 8
Boulder, CO 80302

WHAT IT IS
This two day session brings together some of the On day two, we cover new agency models and
leading digital thinkers and practitioners – from their lessons, the challenges of transforming an
agencies that are totally digital to those in the organization, the role of technology and how to
midst of transformation – in order to share obser- fuse it with creative, and finally, how to mobilize
vations, insights, and ideas along with approaches consumers to participate in new and relevant
that actually work. The agenda will cover all ways. Again, we’ll conduct two hands-on work
aspects of what it takes to start thinking and sessions – one that encourages you to think
behaving more digitally. about how you’d change your own organization,
On day one, we cover consumer trends, digital and a second on ways to inspire consumer
strategy, new teams and processes, the evolution participation in digital experiences you create.
of user-experience, a definition of great digital When you leave, you'll have a better under-
creative, and how to actually build things. The day standing of the roles, processes, and evaluation
includes two hands-on work sessions; one that criteria needed to evolve, both as an individual
explores our own anxieties and aspirations, and a and as a company.
second that challenges us to actually create
something digital.
THE TALENT
Edward Boches Matt Howell Tim Malbon Gareth Kay
Tim Malbon
Chief Innovation Global Chief Digital Officer, Founding Partner Associate Partner Director
Founding Partner,
Officer – Mullen Managing Partner – Arnold – Made By Many ofMade By Many
– Brand Strategy – GSP
Alessandra Lariu Scott Prindle Matt Britton Tim Malbon
Kim Laama
Sr. VP Digital Group Creative VP/Executive Creative Chief Executive Officer Creative Director
Founding Partner
Director – McCann Erickson Technology Director – CP+B – Mr. Youth – AKQA
– Made By Many
Daniel Stein John Winsor
Chief Executive Officer Chief Executive Officer
– EVB – Victors & Spoils

LEAD INSTRUCTORS
Edward Boches
Chief Innovation Officer – Mullen
Edward Boches is one of Mullen’s four original partners. Over the last 28 years he has helped define the
agency’s creative standards, established its public relations group, integrated digital design and production
into all of the agency’s operations, and launched its growing social media practice. Today he primarily
focuses on helping the agency and its clients draw from emerging technologies, cultural movements, social
platforms and changing consumer habits to create more effective communication platforms, social experi-
ences and digital utility. In addition to his day job, Edward speaks frequently on industry and consumer
trends and how to transform agencies to become more digital. He has a popular Ad Age 150 blog,
Creativity_Unbound; serves on the board of directors at Boulder Digital Works, lecturing at its executive
workshops; and is also a board member at Spring Partners, makers of the popular Springpad application.
You can find him on Twitter @edwardboches and occasionally at http://thenextgreatgeneration.com, a
crowd-sourced Gen-Y blog that he incubated and continues to support.
Matt Howell
Global Chief Digital Officer, Managing Partner – Arnold
Matt has built his career at the intersection between marketing and technology. He arrived at
Modernista! via R/GA, where he lead the Nike team in its creation of industry-defining products such as
Nike+, Nike iD and the Nike Online Store. Previously, he launched an R/GA expansion office in Stockholm,
Sweden. Matt began his career in traditional advertising at Ogilvy & Mather in London before transitioning
to digital marketing in 1996. Since this time, he has overseen work for clients ranging from AT&T to Sony to
Cadillac to Prada. Over his career, Matt’s work has taken top honors at Cannes, the One Show, the Clios,
and others, and has been featured regularly in Communication Arts and Creativity. He also sits on the
Board of Directors at Boulder Digital Works at the University of Colorado, where he is a frequent lecturer.
Matt joined Modernista! in 2008 to run the interactive group. His first major action was to dissolve the
practice, integrating interactive thinking and execution into the heart of the agency’s offering. He stepped
into the role of President in 2010. He has recently joined Arnold Worldwide as the Global Chief Digital
Officer and Managing Partner.
Gareth Kay
Director of Brand Strategy – Goodby, Silverstein & Partners
Gareth joined GSP in 2009 to lead strategic thinking on the agency's digital output and to help foster digital
thinking and innovation throughout the agency's strategic output. Prior to GSP, Gareth established the
planning discipline at Modernista!, building a department recognized for both its creative inspiration and
business effectiveness. He was recently recognized by his peers as the most respected planning director in
the U.S. He began his career in the U.K. helping develop award-winning communications for Waterstone's,
fcuk, the BBC, Reebok and Unilever. He graduated from Oxford University with an MA in Philosophy,
Politics and Economics. Gareth also serves on the board of the VCU Brandcenter, is a cofounder of the
non-profit Planning For Good and writes one of the first planning blogs, “Brand New.”
Tim Malbon
Founding Partner – Made by Many
Tim joined The Internet in 1999, designed his first social sites in 2000, and has been making new digital
stuff ever since. For most of his career he’s been fortunate enough to work with entrepreneurs, start-ups
and media owners to invent and create whole services and businesses, and somehow he’s managed to
avoid ever having to design a banner ad. Tim writes about the future of media for the Telegraph and was
recently named as one of Revolution Magazine’s ‘Future 50¬ – one of the the “marketers, authors, entre-
preneurs, and thinkers who will shape the digital industry of tomorrow”. It also called him “disruptive and
challenging”. Tim has a number of side projects and obsessions bubbling away, including his ‘brand-
stalking’ experiments and an interest in hyper-localism. You can find him on Twitter at @malbonster – come
and say hello.

AUDIENCE
This workshop is designed for people work- General target:
ing in client and agency organizations who (1) Client organizations: marketing officers,
are joined in the pursuit of creating relevant, brand managers, product managers,
engaging, effective work. public relations executives;
Ideally, this workshop will be attended by (2) Agencies: account management of all
members of client and agency teams who levels, account planners, broadcast producers,
are committed to improving both the quality interactive producers, and operations / finance
of their relationships and effectiveness of officers.
their work.
WHAT YOU WILL LEARN
• The complexity of creating marketing and advertising for digital channels
• How the new digital landscape affects each step in the agency-side process, including persona
development, creative briefs, client-side relationships and the entire production process
• How changes in clients’ structure and approach can be optimized to simply create better work
• The power of employing technology expertise at both the agency and client levels in creating
digital concepts
• How it all has come together for the industry’s leading case studies

DAY ONE WORKSHOP SCHEDULE
Breakfast at BDW Most of the lecturer / presenters will be on hand the
8:00a.m. - 8:30a.m. entire day of their presentation, if not both days, to
help lead the four hands-on workshops that take
Welcome place over the two days.
8:30a.m. - 8:45a.m.
David Slayden, Executive Director of BDW.
The Evolving Landscape, Consumer and Marketplace
8:45a.m. - 9:15a.m.
Edward Boches, Chief Innovation Officer at Mullen, DAY TWO
focusing on the need to actually build things,
collaborate across disciplines and learn by doing Breakfast at BDW
rather than watching. 8:00a.m. - 8:30a.m.
New Teams and Processes for Making Digital Work Strategy for the Post-Digital Age
9:15a.m. - 10:15a.m. 8:30a.m. - 9:30a.m.
Matt Howell, Global Chief Digital Officer and Managing Gareth Kay, Associate Partner and Director of Brand Strategy
Partner at Arnold will present his vision for the new brand at Goodby, Silverstein & Partners will inspire us all with
team, individual roles and the process necessary to go thoughts on how strategy has to evolve if it’s to inform work
from making messages to building platforms. that’s interactive, shareable, and participatory.
Break UX for the Eco-System
10:15a.m. - 10:30a.m. 9:30a.m. - 10:30a.m.
Kim Laama, Creative Director at AKQA, will explain how to
Workshop 1: Fears, Concerns, Anxieties think about UX when the digital experience is no longer
10:30a.m. - 11:45a.m. limited to a website but instead includes social media, apps,
and a brand’s extensive online presence.
Lunch and Informal Q+A Session
11:45a.m. - 12:45p.m. Break
John Winsor, Chief Executive Officer at Victors & Spoils, 10:30a.m. - 10:45a.m.
will discuss new agency models and what we can learn
from them. Evolving from Ideation and Managing to
Innovating and Building
Changing Your Organization 10:45a.m. - 11:45a.m.
12:45p.m. - 1:45p.m. Matt Britton, Founder & CEO, Mr Youth.
Alessendra Lariu, co-founder of SheSays, former Group Learn how to create a distinct competitive advantage
Creative Director at McCann Erickson and instructor at beyond people and ideas through the creation of
Hyper Island, shares her experiences in helping change proprietary advertising technology
things inside a traditional agency.
Lunch
The Role of Creative Technologist 11:45a.m. - 12:45p.m.
1:45p.m. - 2:45p.m.
Workshop 3: Review of Make Something Ideas
Scott Prindle, VP / Executive Creative Technology Director
12:45p.m. - 1:45p.m.
at CP+B, clarifies the role of the creative technologist and
the qualities necessary if he or she is to make technology New Models, Alliances, Culture
part of the creative team. 1:45p.m. - 2:45p.m.
Break Daniel Stein, Chief Executive Officer at Evolution Bureau, will
2:45p.m. - 3:00p.m. speak from experience when it comes to creating a culture of
innovation, developing new multi-agency collaboration
How to Actually Make Something models to deliver social content, branded experience and
3:00p.m. - 4:00p.m. community applications.
Tim Malbon, Founder of Made by Many challenges us to
build things faster, prototype as we go, and get to market- Break
more quickly. Better yet, he actually shows us how. 2:45p.m. - 3:00p.m.
Learning by Doing: Brandbowl, Hollergram, Dexter ARG
Workshop 2: Make Something and Get it Online
3:00p.m. - 4:00p.m.
4:00p.m.. - 5:00p.m.
Edward Boches, Tim Malbon, and Matt Howell will cover real
Discussion and Recap time decision making, learning as you go, building, Apple
5:00p.m.. - 5:30p.m. store, launching at an event, marketing via social.
Reception Workshop 4: Transformation – What Will You do When
5:30p.m. You Get Back
Drinks and fun at The Med (across the street) 4:00p.m. - 5:00p.m.