Presented by Leo Burnett, Contagious Magazine and Campfire

Previously, Leo Burnett identified the link between award-winning commercials and marketplace success. But what about the new, non-invasive forms of advertising that are now making our industry such a challenging and exciting place to be?

Today's marketing landscape is not defined by 360-degree communication strategies. It is being fueled by big, compelling, multi-sensory ideas that ignite conversations and weave themselves into the social fabric. Consumers have become co-authors, not passive receivers of a brand's story.

In this profit-focused climate, showing return on marketing investment is more important than ever. In partnership with Contagious Magazine and Campfire, "Wildfire" will show how taking creative risks - playing with fire - can pay dividends for brand owners.

"Wildfire" was originally presented at the 2006 International Advertising Festival in Cannes, France. During Advertising Week 2006, the event will include a moderated panel discussion and Q&A session.