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
South by Southwest Panel Picker is here again, and it’s another opportunity for great insights, learnings, and dynamic industry leaders to come together. We at DGC have submitted two topics for the PanelPicker and if selected, it would be our first time to appear on the SXSW stage. The sessions highlight our unique approach to business and how these ideas have helped us grow since our founding in 2006.
Over the years we’ve learned a lot about attracting and retaining the very best talent in the PR industry, especially how to keep pace with an evolving workforce and offer more flexible work schedules and environments. As such, our first session is “Conducting Business in a Flex World.” will share best practices on how to retain talent when employees embark on major life events such as marriage, pregnancy, family-care issues or relocation that can potentially make them leave their jobs. Included in the session will be our CEO Sam DiGennaro and our President Howard Schacter, who will share insights on how to create a flexible work environment that allows for flexibility but still encourages growth and maintains your company culture.
Our second session, “Brand Me Please: Personal Branding 101,” looks at how executives can build their brands to align with personal values. DGCers will conduct a live demonstration of a branding session, taking members of the audience and teaching them the basic skills to sell themselves. The “jury” will be comprised of both DGC executives, those from other agencies as well as wardrobe and body language specialists. The winner will get a trip to NYC for a Personal Branding boot camp at DGC headquarters.
We appreciate your votes for these sessions, and your willingness to share thoughts in the comments section. Hope to see you in Austin!
- Tuesday, June 23, 3:30PM – 5PM: MediaLink & Adweek “Daily Dose” Programming with Ian Schafer of Deep Focus; Carlton Hotel; Sean Connery Suite 7th Floor
- Thursday, June 25,
- 2PM – 2:45PM: “Ogilvy & Inspire” Tham Khai Meng, Ogilvy & Monica Lewinsky. Grand Audi
- 2:30PM – 3:15PM: “Watson & The Future of Advertising” Saul Berman, IBM & Jerry Wind, Wharton. Experience Stage – Data Creativity
- 3:50PM – 4:20PM: “Solving the Marketer’s Latest Identity Crisis” David Jakubowski, Facebook & Julia Heiser, Live Nation NA Concerts. Inspiration Stage
- Friday, June 26 4:15PM – 5PM: “Do This Or Die” Amir Kassaei, CCO, DDB Worldwide. Debussy
At Erwin Penland’s seventh annual Food For Thought, an “unconventional convention” in Greenville, S.C., we were treated to amazing, inspirational speakers – from the Mayor of New Orleans to the founder of Movember and so much more. In addition to being served delicious food the content has really given us something to think about.
On Wednesday, April 30, the first full day of the event, Adam Garone, CEO/co-founder of Movember took the stage to tell us about his mission to raise awareness of men’s health and eventually cure prostate and testicular cancer. Movember had humble beginnings—it started among a group of friends in Australia, grew to 30 supporters, and within the first year, had 450 participants.
Today, Movember is an established, global organization that has used the power of conversation starters – yes, those crazy mustaches we see throughout November – to create change and support men’s health issues.
Garone shared his Top 10 tips and lessons in creating a thriving organization:
1.Do something you love. Passion creates persistence and infectious enthusiasm
2.Naivety is a good thing.
4.Strong leadership with a clear vision and great team are essential
5.Technology is a core asset and key accelerator
6. Word of mouth is the most effective way to build a brand people love
7. Inspire your customers to be your ambassadors
8. What you say ‘no’ to defines you more than what you say ‘yes’ to
9. The art of storytelling is key
10. Never underestimate the power of a room full of people
The Direct Marketing Association’s DMA2012 Conference & Exhibition – touted as THE global event for real-time marketers – happened last week and our sister agency in London, Eulogy!, jumped the pond (and much of the United States) to attend the Las Vegas conference.
Additionally, the Eulogy! team even showed their support for our clients at Hyper Marketing Inc., by joining their cocktail party at Eyecandy Sound Lounge inside the Mandalay Bay.
Some of the highlights:
Louisa reported on Wired Editor-in-Chief Chris Anderson’s opening keynote and the realization that Big Data is not little data only bigger, but a whole new approach.
She also posted the question “Is big data just snake oil for marketers” in her coverage of GMA’s Going Global Breakfast roundtable. In a panel that sounded fraught with debate (and who doesn’t love disagreement on panels, especially over breakfast!), marketing execs from Motorola, Cyance, Fedex, KBMG and Wunderman discussed glocalization, what “big data” is, and whether it holds relevance anymore.
Mark got a literal “elevator pitch” from the guys at Think Ink Marketing, where old-school becomes new again. Using a workforce of over 2,000 scribes, they achieve cut-through in the tough world of postal direct marketing, by “Making it Personal,” hand addressing envelopes and attaching a real stamp before sending your marketing on its way.
During a Direct Marketing News session titled, “Battle of the Brands: The Best Bet in Entertainment Marketing,” Michael Miller, chief marketing officer of Hyper Marketing Inc., discussed the pros and cons of two casinos’ marketing strategies – pitting each brand against one another to determine which had the most wining marketing.
Louisa also wrapped up Don Peppers’ (Founder, Peppers & Rogers) keynote presentation on honesty becoming the driving force of competitive advantage for brands; will “trustability” be the new success metric in this real-time social world?
Reading through all of the buzz, DMA2012 sounds like it was a cracker event. For a deeper dive into the world of big data, customer engagement and marketing accountability, many of the sessions are up on DMA’s Youtube channel.
The marketing and advertising community ascended on Phoenix last week for the Association of National Advertiser’s annual Masters of Marketing conference creating buzz around current marketing trends such as Facebook’s dominance and gamification and taking a look at how the industry is fairing in a troubled economy. Although this ANA event has come to a close, coverage of the event continues to surface.
This past Monday New York Times advertising reporter Stuart Elliott recounted the economics conversation in his article “Economy Casts Shadow on Advertisers’ Forum.” According to Elliott, attendees seemed thankful that the economy had not caved-in on the industry, but were still highly aware of the lofty unemployment rate and continued “sluggish pace of growth” on the economy. He quoted Stephen Quinn, executive vice president and chief marketing officer for Walmart U.S. as saying “Certainly, it’s been a roller coaster of a year, with all the volatility. We’re being disrupted, just like many of the people in this room.”
While the down economy dominated the conversation at the conference, marketers weren’t talking about it as all bad. Elliott reported that several speakers used it as a call to action inferring that “uncertain times [creates] an increased willingness to take risks with bold ideas.”
DGC’s very own Chief Content Officer Melanie Wells attended the conference and had a few key takeaways to share as well:
Marketers seem resigned to a new normal. They are also eager to get ideas and hear ideas from their peers. This year more top executive attendees and speakers, including Walmart CMO Stephen Quinn and Martha Stewart, lingered to sit in on sessions and talk to others who were there. Executives realize that times have changed and the time is now to learn new ways to connect with consumers now that ‘social is at the core’ of marketing. There was a lot of talk about data, of course, but Kraft’s Dana Anderson urged attendees to accept ‘intuition as a valid contributor to clarity.
Today, Advertising Age also posted videos of key speakers that give a great sense of the conversations that took place. In the first video, Kraft’s Senior VP of Marketing and Communications Dana Anderson sheds light on Kraft’s “leap” philosophy and gives a compelling talk on taking marketing to the next level by being open to unusual solutions to problems.
Did you attend ANA’s Masters of Marketing? What was your biggest takeaway?
It happens to all of us. We’re on our way out the door to work and Matt Lauer announces a Breaking News report “coming up next.” We’re on a business trip to Tulsa, Oklahoma when the Giants are playing the Jets. We’re on a road trip with the kids and are one of those families without TV’s in the headrests.
These days, consumers have a device for everything. So why is it that they don’t have a devise for receiving high-quality, live TV, on the go?
At this year’s Advertising Week, Abby Auerbach, EVP & CMO of TVB moderated a panel which featured some of the top names in Mobile Digital Television including; Erik Moreno, SVP Corp Development, Fox Networks Group; Co-GM, Mobile Content Venture, Anne Schelle, Executive Director, Open Mobile Video Coalition and Jeff Minsky, Director Emerging Media, OMD Ignition Factory.
Turns out Mobile Digital Television, via the Dyle app, is poised to make its first major consumer push next year- offering consumers in 32 cities nationwide free, over the air TV directly to their tablets and mobile devices.
So what does this mean for advertisers and marketers? Extended reach and frequency – MDTV allows for an extension of the viewing day- on average consumers increased their daily live TV viewing by 38%.
Here are some of the key takeaways:
- Daytime is the new primetime when it comes to MDTV- Consumers loved watching different types of programming during the day, especially local news
- Consumers were watching live TV at new and different locations – at work during their lunch break, at idle moments waiting on line at the checkout or the doctor’s office
- Moms enjoyed passing a mobile phone or tablet to kids en route to school or running errands
- Consumers were staying in-tune with breaking news and weather
Watch Abby Auerbach offer a recap of the panel here.