Advertising Week: NYC vs. London Town

This post was written by DGC’s International ACE Award winner, Senior Account Executive Megan Sweat. Recognizing her stellar work and contributions to the agency, DGC sent her to London to spend time at Advertising Week Europe and to meet with our strategic partner Eulogy!

 

Many people in the U.S. ad market are oblivious to Advertising Week in London, and vice versa. This year Advertising Week Europe ran from March 23-27, and compared to past ones in New York (which take place in the fall) the programming had a unique edge.

Many of the players were the same, including Publicis Groupe, Google and the IAB but the gorgeous historic venues such as St. James’s Church and outdoor settings (pictured below) gave Advertising Week Europe an entirely different feel from the New York edition.

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Outdoor seating outside of the ADARA Stage

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St. James’s Church in Piccadilly

Collaboration, creativity and inspiration were recurring themes throughout the week, and here are some of the highlights that stuck with us:

  • When asked to leave the audience with one “astounding nugget that would blow their minds,” Steve Hatch, Director of EMEA from Facebook replied that everything in our industry “starts and ends with people.” To be successful, we as an industry need to follow people’s trends, and the customer is truly always right, he said.
  • Maurice Levy, CEO of Publicis Groupe, predicted that marketing will become more and more about the “omnichannel” experience. With a few exceptions, he said this is still a complicated world to clients, and it hasn’t yet been mastered.
  • Inter-agency collaboration and how to foster it was also top of mind. One possible solution that came out of MEC UK’s session was having a shared workspace, where a client’s different agencies could meet and work together as opposed to working in silos and trying to come together at the end.

As one panelist put it, “We tell our clients they need to co-own their brand with their customers… Now, we need to co-own our ideas with others.”

A handful of other memorable declarations over heard during the week made us laugh: (Since these are not exact quotes,  I’ve removed the attribution—which didn’t include people’s titles and affiliations either)

  • “Pitches are the crack cocaine of our industry – we’re all addicted to them.”
  • “Is it better to follow your dreams and not make it, or make it and betray yourself along the way?”
  • “Stupid people think complicated is clever. If you can’t explain it to an 11-year-old, you have failed.”
  • “Be uncool. Coolness is a form of orthodoxy. Being uncool is actually a powerful creative force.”

Posted on March 27, 2015, in Advertising, Advertising Week, Conferences, DiGennaro Communications and tagged , , , . Bookmark the permalink. Leave a comment.

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