Category Archives: ARF Re:Think
Following an exciting few days at the New York Marriott Marquis, the Advertising Research Foundation’s Re:Think 2014 conference has come to a close, after more than 168 paper submissions were presented from the top companies in business. With key insights from industry luminaries like Keith Reinhard, Carolyn Everson and Lee Garfinkel, the days were jam-packed with valuable insights and takeaways for attendees to take back to their desks and influence their work.
We caught up with Gayle Fuguitt, CEO and President of the ARF, for her biggest takeaway from the conference and how Re:Think 2014 ushered in a new era for the ARF.
For more Re:Think 2014 highlights, see below for a small sampling of the great coverage that ran this week:
Advertising Age: How Big Data Shapes AT&T’s Advertising Creative
Direct Marketing News: Video: Three Questions with the ARF’s Gayle Fuguitt
Day Two at the Advertising Research Foundation’s Re:Think 2014 conference was about rethinking ideas to derive better insights, and ultimately better creative executions and results.
Lee Garfinkel, CEO of FCB Garfinkel, gave the first keynote of the day said the industry needs more clarity and simplicity in using smart research to inform smart advertising. Rather than wasting time thinking outside of the box, he encourages people to think about how to get out of the corner. “Science won’t get you great ideas alone. You need the gut instinct of great thinkers.”
Garfinkel’s other call to action was to come up with the great idea that will change the mind of the consumer. Demonstrated by his own iconic Diet Coke example from 1994, he explained how the soft drink faced several challenges — from being too generic to being seen as for “women on a diet.” Garfinkel realized they couldn’t fix all of Diet Coke’s needs at once. “We asked the right question to get the right answer. The question was ‘which one of these should we address first?” Diet Coke’s response? “Make us relevant again.’”
Garfinkel and his team did just that, creating a spot that alleviated many of these issues and helped Diet Coke re-gain market share. The spot speaks for itself:
The second session keynote of the day was a fireside chat between Kim Brink, VP Marketing at NASCAR, and 4A’s EVP Michael Donahue, titled “Branding 180% Turnaround.” One of NASCAR’s marketing challenges is that people perceive it as a sport only popular in the South, without a huge reach. Conversely, the race car brand is second to the NFL in terms of recognition and hosts as many as 70 million fans at their events every year.
NASCAR’s goal was to have consumers rethink the brand. By tapping into insights around what its most rabid fans love about the sport, NASCAR was able to exact that passion and leverage it for new fans. The exercise allowed NASCAR to find its brand voice, which Brink acknowledged they didn’t previously have. NASCAR then signed their first ad agency, Ogilvy + Mather, and leveraged the insights about what rabid and casual fans love most, to create a dynamic spot that went on to be listed as the “Best Sports Commercial of the Year” in 2013.
The overarching message today was that marketers need to challenge their creative thinking by starting the process with smart research and clear insights.
The DGC team has been live from Advertising Research Foundation (ARF) Re:Think conference in New York City this week, soaking up all of the intelligent conversations and insights being shared around analytics and insights.
Day One focused explicitly on consumer engagement and how to make better decisions across platforms. Here are some of our key learnings from the first day:
Mobile is now. Carolyn Everson, VP of Global Marketing Solutions at Facebook, admitted that even the largest social network in the world was caught off guard by the rise of mobile. But the reality is, that with over five billion phones currently in use, consumers are constantly on the go – and usually active on more than one device. More than one-third of those five billion people are using at least three or more devices in a given day, and 60 percent of consumers start a task on one device and end on another. So what’s the next step in mobile’s evolution? Personalization.
Understand your fans. Peter Espersen, head of co-creation at LEGO, shared how the brand sought to understand the fans, tap into their passion for LEGOs, and then in fact produce what the fans want. After several petitions, LEGO created several limited edition series, including the infamous DeLorean Time Machine from Back to the Future, a Minecraft series, and the very first fan-petitioned LEGO, the Shinkai 6500, a Japanese submarine. Espersen explained that no one would have seen the fan demand for Shinkai or Minecraft but, given that LEGO allowed its fans’ voices to be heard, it created what was wanted.
Insights can help create the story. When you leverage insights in the right way, you can tell the story the consumer actually wants to hear. That was the takeaway from ad legend Keith Reinhard, Chairman Emeritus of DDB Worldwide. Reinhard showed a famous State Farm ad from the 1960s, featuring the still-iconic “Like a good neighbor, State Farm is there” jingle, and a real State Farm insurance agent based in Hawaii. “The insight was that the hometown neighbor is always there, which led to the “Like a Good Neighbor,’” said Reinhard, “Consumers could get their own personal neighborhood State Farm agent.” The tagline is still used today.
The conversation was positive and encouraged the audience to question how brands are engaging with consumers. Even if you’re doing something right, you can always look at new data or find another angle that resonates in a new way, generating more insightful campaigns and buzz.