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2012 Agency Transformation II

2012 Agency Transformation II
When: November 16, 2012 8 AM - Noon EST

New York State Council

Agency Transformation II

Recreation…Re-imagining…Culture Building

Friday, November 16, 2012  ·  8:00AM - Noon

St. John Fisher College, Golisano Gateway - Middle Level 

3690 East Avenue · Rochester, NY · (585)385-8000


Presented by 

 Lori Senecal, Chairman + CEO, kirshenbaum bond senecal + partners
Ed Brojerdi, President & Co-Chief Creative Officer, kirshenbaum bond senecal + partners

John Moore, Chief Media Officer, mediahub from Mullen

Sean Corcoran, SVP, Director, Digital Media & Social Influence, mediahub from Mullen

Friday, November 16, 4A’s New York State Council will sponsor a dynamic seminar where you will hear how kirshenbaum bond senecal + partners and mediahub from Mullen tackle some of the critical issues facing our industry.


The program will explore agency transformation, re-creation, re-imaging and culture building:


At “Creating an Inventor Culture,” learn from kirshenbaum bond senecal + partners agency leaders Lori Senecal, Chairman + CEO, and Ed Brojerdi, President & Co-Chief Creative Officer, on how, in this period of rapid change, invention is replacing innovation as the true benchmark of progress for agencies and clients.


Then, learn about "Change: If you don't like change you will like irrelevance less," mediahub from Mullen’s John Moore, Chief Media Officer and Sean Corcoran, SVP, Director, Digital Media & Social Influence. They will reveal how mediahub from Mullen is changing their workforce, environment and the way they look at venerable media channels.




Lori Senecal is the Chairman and CEO of kirshenbaum bond senecal + partners (kbs+).  At kbs+, she has led a dynamic shift across the fully integrated agency to pioneer a culture of invention that is focused on creating breakthroughs and “firsts” for brands and businesses.  In addition to spearheading agency business units around technology (Spies & Assassins), start-up investment (kbs+ Ventures) and content creation (kbs+ Content Labs), through the introduction of her original “Hello Moments” program, Lori has championed the launch of groundbreaking agency initiatives such as the Client Stock Index, The Hyde Experiment and Gettin’ Up, to incentivize and inspire employees across the agency while fueling invention.  Today kbs+ works with an impressive roster of blue-chip clients, including AOL, American Express, BMW, Give Back Brands, HomeGoods, John Frieda, PUMA and Vanguard, among others.


Prior to kbs+, Lori served as President of the flagship New York office of McCann Erickson and previously, as Global Chief Innovation Officer for McCann Worldgroup. At McCann, Lori also co-founded TAG Ideation, a young-adult marketing specialist unit.



Ed Brojerdi is a life-long entrepreneur and avid technologist. He began his career at the

Interpublic Group of Companies (IPG), overseeing the global enterprise application development teams. Most recently, he was co-founder and COO of SPLIT, a creative technology organization at IPG.


With over ten years of experience on blue-chip brands such as Microsoft, MasterCard and Verizon, Ed brings a progressive, digital focus into the agency environment. During his tenure, he’s deployed scores of enterprise and consumer-facing applications, across all mediums [web/mobile/desktop]. Ed is also the kbs+ creative lead on the BMW North America account.


At kbs+, Ed enjoys directly infusing emerging technology trends and capabilities into the ideation and execution phase of client and brand work. In addition to overseeing various client-based development initiatives, Ed and the kbs+technology teams work to concept and build white-label digital tools and platforms for consumers and brands.




John Moore  is the chief media officer for Mullen's branded media arm dubbed mediahub. He is responsible for crafting the department's vision and spearheading new business initiatives. Mediahub's major clients include JetBlue, Olympus, Timberland, Zappos, National Geographic Channels, Barnes & Noble NOOK,, FAGE Yogurt & LivingSocial. Since taking over the top spot, John has built an operation that focuses on embracing, accelerating and leveraging change, and the agency recently created a dedicated mobile unit and hired a creative media director to ensure that content and distribution are always working in unison.  John was recently named one of 18 Media Mavens by Advertising Age and mediahub was named by MediaPost as the 2010 Media Buying and Planning Agency of the Year.

John has been in the business for over 20 years & has worked on brands including Wendy's, H&R Block, Converse,, General Motors, NEC & Whirlpool. He is frequently quoted in The Wall Street Journal, The New York Times & Ad Age.


Sean Corcoran drives the digital vision for mediahub/Mullen using his expertise in online advertising, social marketing, emerging media and agency relationships and structure. He has 13+ years of industry experience working on a diverse set of brands including JetBlue, National Geographic Channel, Timberland, Bose, Phillips, AOL, RadioShack, Motorola, Hyatt, Vonage, MTV Networks, Nickelodeon, Hearst, MasterCard, Johnson & Johnson, L'Oreal and Mars. Prior to joining mediahub/Mullen, Sean spearheaded social media and digital research at Forrester. When he's not creating innovative digital strategies for numerous Fortune 500 brands, Sean is a leading keynote speaker and author of numerous groundbreaking research reports.


$125 for Members ; $195 for Non-Members