The DGC team hit the ground running on Saturday morning at SXSWi with a quick stop at and an 11 a.m. deep-dive into how data will build high-performing humans. The panel featured New York Giants star wide receiver Victor Cruz and Equinox President Sarah Robb O’Hagan, joined by Michael Gervais and Mashable’s Haile Owens. We were fascinated with the panel’s discussion on how data can make even the highest achieving athletes more powerful on and off the field. One nugget we took away from the session was data and tools are great, but don’t forget about your body’s biggest source of information: your brain.
After a quick selfie with the man of the hour, our team dispersed to other sessions before gathering to prep for DGC’s first-ever #SXSWi happy hour. The team set up shop at the JW Marriott to entertain clients and friends of DGC over margaritas, chips and guacamole, and the best darn jalapeño cornbread Austin has to offer.
Day three saw us checking out some of the week’s best brand activations and experiences. We swung by Samsung’s Studio Experience, where our colleague, Sara Ajemian, made a DGC t-shirt in its design studio. While the A&E network offered up nightly stays at a faux Bates Motel to promote its series of the same name, neighboring station National Geographic took it to the extreme with a challenge to promote its new season of “Life Below Zero.” We dared to see if we had what it takes to Escape the Cold, as the promo was called, encouraged players to find clues to get out of the room in twenty minutes working with teams of 6. It was tough going – we didn’t find the key. Brands should take note for 2016 as this was an incredible way to bridge the gap between brand experience and user interaction. It tied to “life below zero” which is a show about people living in isolation in Alaska
Other panels we checked out:
– Argonaut, an agency that’s part of Project Worldwide, had two executives on a panel: Robbie Whiting, Creative Technologist, and Garrick Schmitt, digital advisor, who spoke to a packed house about “Malevolent Marketing.” Recap the conversation on Twitter with #letsbeevil.
– Deep Focus CMO Jamie Gutfreund cracked the code on Millennials at the Pandora Lounge, encouraging marketers to be smart about their consumer and audience. She was later joined on stage by Nana Menya, AVP of Investment Strategy of GE, whose talk on the mindset of music was equally intriguing.
– DDB’s Global Business Director Marina Zuber discussed art, tigers and an #EndangeredSong with the Smithsonian’s National Zoo and on-the-rise band Portugal the Man.
Stay tuned for more!
Advertising Week X is in full swing and our clients wasted no time today talking about the creative process and what creative success looks like. In a session titled, “Unlocking Client Creativity,” Forbes’ Jenny Rooney talked with executives from DDB New York, sparks&honey, and 4A’s, as well as PPG, about the idea of co-creativity and how it impacts creative results.
Speaking on the panel were Peter Hempel (President & CEO, DDB New York), Nancy Hill (President & CEO, 4A’s), Rebecca Rehder (Account Director, DDB New York), Terry Young (CEO & Founder, sparks&honey) and Rob Horton (Director, Marketing, PPG Architectural Coatings).
Centered on DDB’s “The Beast” campaign for Glidden, a paint brand, the panelists talked about the importance of not stifling client creativity, and thinking with an open mind when trying to engage with consumers.
Peter Hempel said co-creativity is not just a philosophy, but a way to attach all things creative to campaigns and ultimately to the consumer. He also cited that under DDB Founder Bill Bernbach’s leadership, the agency began to partner art directors and copywriters, an innovative idea for the time that led to inter-agency collaboration across the industry.
Working with other departments, which is a major part of co-creativity, provides a chance for agencies to re-align with a new idea and to let people from neglected departments and internal marketing teams back into the creative process, according to Nancy Hill. Nancy compared outside agencies to personal trainers for brands, saying they push brands a little harder to take risks they might not take themselves.
Continuing the idea of co-creation between agencies and brands, we caught up with Terry Young to elaborate on the number one thing that drives successful co-creativity. Check out the video below to hear what he has to say.
Terry Young, CEO / founder, sparks&honey shares his perspective on enabling client/agency co-creation following a panel at Advertising Week X.