After Day 1 of Advertising Week, DGC pulled together our top picks from the first sessions of the week. Check back here each morning for some of our favorite content from the day before.
At the “Breaking Down Social and Mobile” Mobile Media Summit session with Bob Hall (SVP of RadiumOne) and Shenen Reed (President, Digital, MEC North America), both offered unique insights. Shenan shared that positive brand association, rather than number of shares, is a strong indicator of campaign success. Bob spoke about how 72% of sharing happens on a desktop, but 54% of viewing is happening on mobile. — Scott Berwitz, VP
During the “Impossible to Ignore” panel with DDB New York’s CCO Icaro Doria, there was an insightful discussion around how advertisers and marketers should always stay on top of what’s current and culturally relevant to create content that’s ‘impossible to ignore’ by the audience. Icaro said, “When it comes to ad blocking, Apple just made bad advertising go away really fast so only good ads with a compelling message can stay.” — Sylvia Zhou, Senior Account Executive
“The Power of Sports: The How and Why of Fan Passion” took a look at the sports stories that often get overlooked in mainstream news coverage. Ryan Eckle, VP of Brand Marketing for Dick’s Sporting Goods talked about some of Dick’s original content and “building brand through cause.” — Ali Colangelo, Account Director
Deep breath in, deep breath out. As odd as it seemed in the midst of the craziness of Advertising Week, that was how this reflective session started. In this session, MEC’s Global Chief Talent Officer, Marie-Claire Barker and panelists explored mindfulness in the workplace and how companies can use it to improve overall employee happiness and workplace culture. Panelists agreed that it’s not about the industries, but about the human beings in these industries, and that the people are what companies need to focus on if they truly want to be “mindful” in the work place. — Lexi Hewitt, Account Coordinator
At the Cross-Screen Summit: Why Does Context Matter? Because Context Matters! session with Hulu, ESPN, @radical.media, Olson and TubeMogul, there was a lot of discussion around how marketers now must produce multiple creative executions of a campaign around a unifying theme to better meet the needs of today’s multiplatform and multi-device audience. With the industry’s focus on using data for its targeting abilities, Hulu’s SVP Advertising Sales Peter Naylor remarked on the necessary components for ad effectiveness, saying, “Marketers have to have a healthy dose of data and context.” There was agreement among panelists that data needs to be used to inform creative, but that telling a relevant story for the target audience still has to be the primary foundation of any campaign. — Lauren Leff, VP
There was no shortage of amazing content on Day 1, but for me the main highlight was definitely Margaret Gould Stewart, Facebook’s Director of Product Design at IAB MIXX. Margaret discussed the importance of maintaining humility in design, and following “desire paths” to design not only for people, but with people as well. A great example she shared was the “Missed Call” product Facebook developed in India to meet the demand of how people throughout the country were calling each other and hanging up, to avoid being charged. Different numbers of missed calls mean different things, almost like a modern day Morse code. Facebook recognized this and incorporated it into their features, allowing people to connect more easily to the people who matter to them. — Megan Sweat, Senior Account Executive
One of the first sessions of the day was the unveiling of new research by Ogilvy & Mather. The session titled, “Do Brands Still Matter”? was posed to the audience before diving into the findings from the study. Colin Mitchell, Ogilvy & Mather’s Worldwide Head of Planning discussed the research findings which revealed that brands do still matter… just not like they used to. It’s an interesting topic they tackled that also engaged in further discussion with guest speakers, Jennifer Healan of Coca-Cola and Hope Cowan of Facebook — both very different, but extremely relevant brands in the lives of consumers today. Both Jennifer and Hope shared various examples of how and why their brands are successfully mattering to their targets today – from happiness to helping people stay connected – it was evident that they were hitting home on the top factors of mattering in the lives of today’s consumer. — Kelsey Merkel, Account Director
Enjoy Day 2 – it’s already off to a great start!
It can be all too easy to lose sight of the big picture in our “have to,” ultra-packed, always-connected day-to-day workflow that has the power to both energize and tire out the average advertising executive. Where is the industry going? What are the key issues that are re-shaping the business?
Enter Advertising Week, the industry’s once-a-year, week-long event that brings together the brightest minds from brands, agencies, tech companies, startups, etc. to take that much-needed step back and have the broader, high-level conversations that are as needed as they are rare. Next week kicks off the 12th Advertising Week, and it will no doubt continue to spark the exciting conversations and ideas that have made it the coveted tent pole industry event it has become.
As always, DGC will be on-site, supporting a vast array of clients at this year’s festivities and tweeting, Instagram-ing, Facebooking and Hit-Boarding (read: blogging) about the most exciting news and insights offered by this year’s incredible roster of speakers – which includes Sir Martin Sorrell, Gloria Estefan, Elizabeth Vargas and Ryan Seacrest, to name just a few.
Here are some of the sessions we will be attending:
- Do Brands Still Matter — Monday, 10:00am at the Liberty Theater
- Capitalizing on Mobile Video — Monday, 10:00am at Times Center Stage
- Breaking Down Social and Mobile — Monday, 2:05pm at the Grand Hyatt New York
- Connecting in a Mobile World: A Conversation with Sheryl Sandberg — Tuesday, 10:00am at Times Center Stage
- Frito Lay: The Intersection of Marketing & Technology — Tuesday, 10:15am at Liberty Theater
- People, Not Pages: What Does “Buying Audiences” Mean for Media and Marketers — Tuesday, 2:00pm at the Metropolitan Pavilion
- Stories of Creative Invention — Tuesday, 3:00pm at B.B. King
- Getting Away: Inside the Vacation Mentality — Wednesday, 3:00pm at B.B. King
- Are We On Target?: Making The Most Of Mobile’s Unique Power — Thursday, 9:15am at the Metropolitan Pavilion
- The Instagram Effect — Thursday, 10:00am at Times Center Stage
- WIRED CMOs — Thursday, 12:00pm at the NASDAQ
- Two Start-Ups, One Mission — Thursday, 4:30pm at Times Center Hall