AWXI: Authentic Storytelling with Data
Day one at Advertising Week saw a consistent theme from the advertisers that descended upon New York City. The kickoff keynote panel was moderated by WPP’s Sir Martin Sorrell with executives from Live Nation, Amazon CBS, and ESPN to talk about data, storytelling, distribution and more.
“Consumers don’t think about branded content, they ask if it changed the experience for them,” said Russell Wallach, President of Live Nation’s Media & Sponsorship division. “They feel good about brands that enhance experiences for them.”
Mr. Sorrell pushed the panelists to discuss how they work with data and agencies. Most everyone on the panel agreed that first party data was their primary resource for talking to marketers, but agencies had an unusual role in the middle.
“We see that our agencies tell different things, so it can be hard for us to understand exactly what is going on. Some of our longest partnerships, the ones that have gone on for years, have been direct with the brand’s marketing team,” said Wallach.
A panel later in the day hosted by DDB focused on how to build an influential brand, and the panel continued the morning’s session with a focus on data.
“We’ve almost become data poets,” said Nancy Hill, CEO of the 4A’s. “We take the data that we want and use it to tell stories to our audiences.”
“Brands need to understand the influence they can bring and make a long-term commitment,” said Jeremy Levine, SVP of Digital Sales at Live Nation. “To market with music, they need to be in for the long haul, not a one-off event. We have the data to help that partnership”
Much credit was given to Omnicom agency sparks & honey for hosting daily “culture briefs” that look at the pulse of the conversation by consumers, with an eye towards social media trends.
“You have to have a fluid strategy with an ear to the ground, because things change so rapidly and you need to be ready,” said DDB President Mark O’Brien.
Several hiccups from brand’s real time social campaigns were discussed and the agreement was that global brands want to have an influence everywhere, but they must feel authentic.
“Global brand, local touch,” said Hill.