Converge 2020 December 1-2, 2020 in Online

The Year of the Pivot: Orchestrating an Agile Pandemic Response

Shortly after news of coronavirus cases broke in the U.S., the Ad Council quickly rallied our partners and resources to produce critical public health messaging. The Ad Council has a longstanding history of responding in times of need - dating back to civilian mobilization during World War II, to the polio and the AIDS epidemics, to Hurricane Katrina, 9/11 and Hurricane Sandy. But since the outset of the COVID pandemic, what would usually have taken weeks to develop only took days. In this presentation, we'll discuss how an agile mindset and agile research tools helped us execute a rapid-response effort that delivered compelling, relevant, and life-saving messages to the American public.

Attendees will learn:

• How to work at rapid speed without sacrificing audience feedback.

• Examples for where and how to incorporate audience feedback throughout your process, even in the age of a pandemic.

• Tips for helping your organization adopt an agile mindset.

Speaker(s)

  • Julia Blumenstyk – The Ad Council

    Vice President of Strategy and Evaluation, The Ad Council

    Julia is a Vice President of Strategy and Evaluation at the Ad Council. In her role, she directs the formative research, strategy development, and evaluation for several communication campaigns. She is currently working on campaigns focused on diversity, equity and inclusion and mental health. 

  • Roddy Knowles – Feedback Loop

    VP, Research, Feedback Loop

    Roddy is VP of Research at Feedback Loop (formerly Alpha). Previously he served as Director, Product & Innovation Research at Dynata (formerly Research Now – SSI), where he focused on mobile research design, analysis, and methodology. For more than 10 years, Roddy has concentrated on providing actionable insights from point-of-experience research. He specialized in ethnographic market research prior to turning his focus to mobile. In 2014, he was named one of "20 Researchers You Need to Know" by Survey Magazine.

See the full conference schedule
Converge 2020
Wednesday, Dec. 2, 2020
3:15pm to 3:40pm EST