Powered by Cintrifuse, AAF Cincinnati and Empower

WHAT IS THE TRUST ECONOMY?

The “Trust Economy” right-to-win pillar for Cincinnati’s innovation economy is a critical piece of our future. With Cincinnati at the center of consumer-centric brands, this region has been gifted fertile soil to grow and harvest leading solutions with trust. It’s a major opportunity that’s emerged in this era of distrust and cynicism. Brands that can generate trust will thrive, as trust brings loyalty and loyalty brings repeat customers. 

On March 20, ideas will be vetted and translated into over a dozen startup ideas and concepts. We’ll see Instagrammers will face-off vs. brand/agency “experts” to see who can make privacy policies easiest to find, understand, and engage. We’ll hear from recent author and digital marketing expert Shiv Singh, former Global Head of Digital at PepsiCo and Global Head of Innovation at VISA. We’ll review “Consumer Engagement Principles” to see how they can be “actioned.” And more!

WHY NOW?

In late 2015, brands and retailers globally aligned on a set of consumer-engagement principles to promote an environment of trust between brands and business. Most brands have fallen well short of this ambition. A central theme of our discussion will be what’s required to meet key consumer expectations along these lines. We will also explore other “trust gaps” that must be addressed.

WHO WILL WE HEAR FROM?

• Shiv Singh, marketing advisor, speaker and author of the new book Savvy: Navigating Fake Companies, Fake Leaders and Fake News in the Post-Trust Era 
• Pete Blackshaw, CEO of Cintrifuse, having recently returned to Cincinnati after eight years as VP of Digital Innovation & Service Models at Nestlé, S.A.
• Wally Snyder, Executive Director of the Institute for Advertising Ethics and President Emeritus of the national American Advertising Federation
• Adam Symson, CEO of The E.W. Scripps Company, a 140-year-old media company headquartered in Cincinnati that serves audiences and businesses through a growing portfolio of local and national media brands
• Nancy Hill, founder of Media Sherpas consultancy that helps brands, agencies and media grow their businesses. She was previously President and CEO of the 4A’s 
• Jim Price, CEO of Cincinnati-based Empower, one of the largest advertising/marketing/branding firms in Greater Cincinnati and one of the city’s largest private companies

AGENDA – 8:00 AM–1:30 PM

8:00 a.m. – Coffee and Networking

8:15 a.m. – Opening: Pete Blackshaw, CEO – Cintrifuse

8:25 a.m. – Morning Address: Wally Snyder, Executive Director – Institute for Advertising Ethics

8:45 a.m. – Fireside Chat: Adam Symson, President & CEO – Scripps

9:00 a.m. – Industry Roundtable: ‘The Time Is Now: Trust Is Everywhere’

9:45 a.m. – Breakout Sessions: Part I (Participants attend one) 

• Winning (Creatively) with the Consumer: Leverage creativity to build trust!
• Journalism and Trust: What does the future of journalism look like?
• Acting on Principles and Practices: A deeper dive into advertising ethics!
• Can I Trust My Devices?: Getting in front of consumer-facing trust issues.

10:45 a.m. – Breakout Sessions: Part II (Participants attend one)

11:30 a.m. – Lunch

11:45 a.m. – Welcome: Jim Price, CEO – Empower

12:30 p.m. – Keynote: Shiv Singh, Co-author of Savvy: Navigating Fake Companies

1:20 p.m. – Wrap-up: Pete Blackshaw 

WHAT YOU WILL EXPERIENCE AT THE EVENT

• Exposure to “front of the lines” challenges facing industries combatting the issues on trust
• Actionable breakout sessions moderated by industry pros – crafting real solutions
• A deep understanding of “Consumer Engagement Principles” and their application

ACTION BREAKOUTS  

‘Hacking Trust’ is all about actionable outcomes. This is a conference where you’ll walk away with something tangible, something real and something that should inspire what steps come next. Enter action breakouts.

At 10AM, we’ll run two sessions – one at Union Hall and Empower HQ (just across the street). And at 11AM, we’ll run two more. Choose your own adventure. Mix and match buildings or just plant yourself in one. We’ll convene at Empower HQ for lunch at noon.

• UNION HALL HACKS

(Sessions built to inspire customers and B2C interactions in a better, more-trusting way.)

• 10AM – ACTING ON AD PRINCIPLES & PRACTICES: Wally Snyder will lead a deeper dive around acting on the current standards and frameworks especially the Institute’s Principles and Practices for Advertising Ethics. Advertising and media ethics issues will be fully explored.

• Featuring: Wally Snyder, Institute for Advertising Ethics

• Facilitated by:TBD

• Walk away with: Knowledge and plans for acting on guidelines in advertising.

• 11AM – WINNING (CREATIVELY) WITH THE CONSUMER:  What do we need as consumers and what can we do as leaders to ensure more transparency and trust in our consumer interactions? Starting with the consumer view, what can we do to transform the way we communicate privacy, value exchange and use of data with consumers?

• Featuring: Pete Blackshaw, Cintrifuse

• Facilitated by:TBD

• Walk away with: Ideas, plans and possible solutions for bridging the trust gap.

• EMPOWER HQ HACKS

(Sessions built to catalyze discussions on more thoughtful implementation of media and journalism proactives)

• 10AM – JOURNALISM AND TRUST: Information is shared through (1) the few legacy sources of real researched and sourced journalism and (2) the social media-fueled free-for-all of “news-like” stuff that ranges from real news to native content to malicious mis-information. What’s the way forward?

• Featuring: Chip Mahaney, News Director for WCPO

• Facilitated by: Gaby Blocher, Cintrifuse

• Walk away with: Some hacked ideas for new ways to engage subscribers, building brand “trust identity” and holding ourselves accountable.

• 11AM – DIGITAL MEDIA. FINDING A WAY THROUGH DIGITAL PITFALLS. Fraud. Brand safety. Viewability. False metrics. Hidden fees. There are so many ways to get digitally duped. This session will focus on some best practices in digital media to make sure things are done right.

• Featuring:Ryan Derrow, SVP, Media at Empower
  

   

• Facilitated by: Empower

• Walk away with: Industry-leading best practices for digital media + new “hacks” to win with consumers.

In the meantime... Check out this piece from Soapbox Cincinnati on Pete Blackshaw and the Trust Economy.