And That’s A Wrap!
Another Advertising Week has come and gone! This year proved to be just as eventful as years’ past. Our team on the ground seemed to have do and see it all (although we know that would be impossible…)
The UCB Comedy: Seriously Funny session was hosted by none other than the Upright Citizens Brigade comedy theater. For those not as familiar with the New York comedy scene UCB is one of the most notable and prestigious theaters in the city (and country) and was the starting place for many famous actors in the industry, not to mention launched by Goddess Amy Poehler. This session was run by UCB Director/Producers Nathan Russell and Julie Gomez and covered the business side of the theater. Some may be surprised to learn that in addition to their hilariously innovative shows the organization also works with both brands and marketing/advertising agencies to create unique branded content that breaks through the clutter by way of comedy. Some takeaways? Collaboration is key, and when pressured about ROI metrics make the brand/product seem as approachable as possible. — Emily Donoho, Junior Designer
I attended a few sessions over the week, but there were two that really stuck out to me. On Thursday, I attended the ‘From Minibar to Megahit’ panel, where Partners + Napier’s CEO and Associate Director, Marketing & Business Development were on stage with the Co-Founders and leading lady entrepreneurs of on-demand, alcohol delivery service, Minibar. The four ladies led a compelling conversation, on what the road to success looked like for Lara Crystal and Lindsey Andrews, as they took on the challenge of opening their business. One of my favorite moments of the session, were when the ladies admitted that the challenge of opening an app in the alcohol space is often intimidating to business people, but Lara and Lindsey saw it as intriguing and took the industry by storm. Check out their app and get your drinks for tonight 😉 — Peyton McCarthy, Account Executive
At Project: WorldWide’s “Stories of Creative Invention” the audience was exposed to a wide breadth of innovation from engineering blocking with Little Bits’ founder, Ayah Bdeir to street art with Bradley Theodore to fitness-like business clothing with Aman Advani. It became abundantly clear that creative invention is around us more than we might have originally imagined. Each speaker radiated inspiration; each story just as captivating as the last. Advertising Week is programmed with many sessions that discuss the future of advertising, the problem with ad-blocking, the new creative talent, and so on and so forth. That said, to attend a session that put pure creativity and inventive spirit on the stage was a breath of fresh air to say the least. Leaving the session you couldn’t help but think, “What am I doing wrong with my life?” — Jackie Berte, Senior Account Executive
The political season was alive and well at Advertising Week. During the panel on how technology is shaping political advertising, panelists explained that too often, we frame how we see politics through the lens of the presidential campaigns themselves which includes advertising. It’s all about the messaging during these campaigns and the media serves as the most popular delivery mechanism. Speaking of media, Facebook is making a name for themselves on the media side with 61% of millennials consuming their political news on the platform. “The Donald” was a hot topic. Thoughts from the panelists across the board? When we call Trump a master of social, we’re doing a disservice to those who are doing it right and that we “confuse noise with signal.” And who is doing it right? All panelists agreed that Ben Carson has a strong presence across the board on social platforms. But what is king during ads in this election season? Creative. The quality of creative is key to delivering the message that will ultimately win voters over. — Ali Colangelo, Account Director
My other favorite panel of the week was the ‘Creative & Technology: Lorraine Twohill & David Droga in Conversation’ on Wednesday. From the Google side, it was super interesting to hear from Lorraine, the tech company’s SVP of Global Marketing on the brand’s recent logo change, especially since she was a leading force behind the change. The audience learned a few fun facts about the change, like the ‘e’ is tilted, simply because the guy behind Google’s doodles every day, asked for it to look like it was smiling. The conversation was also centered around Droga5’s relationship with Google as a client, and the work that the agency has done of late, including the adorable ‘Friends Furever’ spot which came out earlier this year and took a different and more loving approach for a tech company ad. David also discussed some of the agency’s other famed work, like the Under Armour spots with Misty Copeland, where he dug deep on the ways that Droga5 thinks about advertising and looking beyond just content itself, but looking to when and where consumers will be consuming the content before creating an ad. As a lady who was inspired by the spots, learning more about the creative strategy was a huge takeaway for me. — Peyton McCarthy, Account Executive
Our team was both inspired and awed at Sheryl Sandberg’s poise, knowledge and overall demeanor during her fireside chat with Bloomberg’s chief content officer, Josh Tyrangiel. Sheryl’s session touched on a variety topics, including the risks people take in business, why Facebook is the place to be for television advertisers, feedback within the work place, leadership and talent. In a moving moment towards the end of the session, Sheryl discussed how expressing herself on Facebook helped her in the days and weeks after her husband’s death, stating “when we know and understand each other, the world becomes smaller and more peaceful.” She cracked jokes, rattled off impressive facts around mobile and advertising, and discussed navigating Facebook’s role in the rest of the world, including India and China. The session was an-hour long, but it was packed with information and inspiration. Our team sat in awe as we watched Sheryl, and left ready to tackle our own jobs with the same fire that Sheryl tackles hers. — Lexi Hewitt, Account Executive
We’ll soon be preparing for next year, but until then…adios!