Our Friday Feature usually recaps some of our clients’ best media coverage of the previous week. This week, we want to draw attention to the good work our clients are planning at SXSW Interactive. In other words, the second most important voting event of 2012 is upon us: the SXSW PanelPicker 2013!
A number of our clients are vying for a spot on the stage at SXSW Interactive 2013, and even our very own DGC executive team has thrown their hats into the ring with two panel ideas.
The SXSW Festival has increasingly become one of the most popular events of the year among the advertising, music and film industries. The event uses a crowd-sourced format to populate the speaker sessions, along with input from the event’s advisory board and SXSW staff.
The process for voting is simple. First, you have to sign up for a SXSW account, if you don’t already have one. After you’ve signed up, search/vote for any and all of your favorite panel ideas by hitting “thumbs up!” Voting closes August 31 at 11:59pm CT. Take a look below at a roundup of a number of great sessions you definitely don’t want to miss.
DGC – Building Buzz for Your Company via PR & Social
In this session, learn the basic steps to create buzz among your target audience. Hear practical and actionable guidelines from Sam DiGennaro, communications strategist and founder of DiGennaro Communications, the leading PR agency serving the advertising, media, marketing and entertainment spaces. Sam has been an integral force in managing the public image and strategic messaging of well-known C-suites, in addition to serving as counselor to many independent companies on the road to acquisition.
Learn how to use PR & social media to get news coverage in today’s complex media marketplace, align PR strategy with new-biz goals, raise an exec’s profile, recruit A-list talent & establish category expertise.
DGC – How Your Personal Brand Makes Your Company Shine
It is critical today for business leaders to build and manage their personal brands. A CEO’s brand can add incredible value to an organization as a whole. In this age of social media and self-published content, smart business execs must position themselves as thought leaders for industry “street cred” and to raise their companies’ profiles. In this session, former Forbes Executive Editor Melanie Wells explains the value of developing a strong personal brand and shares “inside” tips on how to craft a compelling one.
MEC – Is Big Still Beautiful?
Can and how do big agencies and small agencies partner with start-ups effectively?
In today’s changing landscape, big and small tech and media companies equally have an opportunity to partner with big name brands to create transformative marketing programs for consumers and clients – but is that really true? Is that really happening?
RAPP – E-tymology. How Digital Decimated the Dictionary
OMG. OMG is an official word. Mankini is in the Oxford English Dictionary. FOMO, tablet, and occupy have been nominated for Word of the Year. In this session, we explore the dramatic changes in language over the last decade, unprecedented in human history. And we ask educators, anthropologists and linguists: WTF?
RAPP – Graphic Design: Data Is The New Vector
Data has become the new fodder for design. As we become a more mobile focused on the go consumer of data, interface design is taking a back seat to data design. My discussion will focus on how to design around data, for data and with data as a means to influence interface design. Harnessing the power of data and being creative with the types of data that is available can be one of the most creative endeavors one can undertake. Designers now must think beyond just the aesthetic and move into the realm of big data and creative ways to design with it.
Organic –The Endless Aisle
The future of retail lies in the intersection of online, mobile and in-store behaviors and experiences — what we call “the endless aisle.” Think real-world purchase experiences that build off real-time data and stores that know you. Future retailers will suggest products that may best fit personal styles, or even help navigate through stores better. Consumers have become more educated than ever before, with the ability to check prices on the fly. This session will give a glimpse into the store of the future, and spell out the big opportunity for brands and emerging technologies in the retail space.
Organic – Kiss Cash Goodbye
Rumors of cash’s death are very real. Consumers have made clear their interest in going cashless — with major marketers beginning to reap the rewards. But there are still barriers to entry. The mobile payment space is highly fragmented and consumer trust in new technologies must still be established. This panel will give an overview of the mobile payment landscape –from major players to emerging companies — and insights about consumers’ behavior around mobile payment. It will outline the big opportunity for brands in mobile payments, and show how going cashless will go from mere concept to reality.
Wing – El Nuevo Gringo: Quantifying the Latino Influence
Latino influence on American culture is hard to miss. From food to fashion to entertainment, Americans are embracing Latino culture like never before. But evidence of that influence has always been solely anecdotal — until now. In this panel, Wing and Experian Simmons will reveal the results of a first-ever study quantifying this phenomenon, The Latino Influence Project. Panelists will demonstrate how non-Hispanics are taking on more and more traditionally Hispanic attitudes and behavior when it comes to food, travel, technology use, and media consumption. Attendees will walk away with stats about the changing consumer landscape and ideas for engaging Hispanic and non-Hispanic audiences alike.
Hyper Marketing Inc. – Mind Space, Digital Space, Shelf Space
Connecting with your audience is one part art, one part science. It begins with understanding your customers’ behavior (which reflects their needs and wants), sparking consideration for your product or service, and then converting that progression from mind space to digital space to shelf space to a sale and ultimately back again. That’s what it takes for marketers to win today.
Carbone Smolan – Video That Connects
No matter the product you’re launching or service you’re selling, it’s your goal to spark the interest of customers and inspire action. You need to connect with your audience, whether its buyers, recruits, internal teams or investors. What’s the best way to do this? Storytelling through video.
Cole & Weber – Project Butterfly: Escaping the Net to Be Sociable
Just being in social media and accumulating “likes” doesn’t make brands sociable.
So we set out to understand how sociable people interact in the real world, and apply that learning to help brands behave differently. Project Butterfly is a multi-city, online and offline project that merges social psychology, digital anthropology and cutting edge ethnography to dissect the DNA of highly sociable people, how they behave both on and offline, and how they differ from “hyperconnectors” – people who are extremely active on social media.
Shane Ginsberg, SVP of corporate development at Organic, said this year mobile came into its own as a category and as an advertising and experience platform. It will be increasingly important.
Ginsberg also said he enjoys the serendipity of the Cannes Festival of Creativity, getting to meet and work with new people from all over the world. Being surrounded by so much creative work is a source of constant stimulation, he said, and he was looking forward to the Organic Story Slam in which people would speak extemporaneously about their worst day in advertising.
While CES 2012 has passed, the buzz still lingers. We bet there are a few of you still wondering how a consumer electronics show is significant to your business. Well, from everything we’re reading and hearing, CES’ content has evolved beyond the usual technology conference. Coverage and attendee insights suggest that CES has jumped on the content bandwagon with companies talking less about new devices and more about content consumption (something we can all benefit from knowing).
Today, Mindshare’s Antony Young has a piece in Advertising Age about why CES is a must-attend event for marketing execs. Young compares attending CES to that of attending a live football game—in both cases, the experience and perspective gained from being there are significantly better than from the couch or behind the computer, touching on the content, networking opportunities and inspiration to be found on site at CES.
DIGIDAY’s Brian Morrissey also attended the conference and provided daily reports on what most impressed media and marketing execs at CES. The day-by-day recap included thoughts about the role that mobile and other communications devices continue to play in connecting consumers to content. Executives from Organic, Mullen and Tremor Video were just a few of those who weighed in on CES action: Recap Day 1, Recap Day 2, Recap Day 3.
Even though new technology wasn’t king at this event, Shelly Palmer, host of NBC Universal’s Live Digital with Shelly Palmer and other shows, offered highlights in the Huffington Post about technologies and the implications of “connected living.” Palmer flew high into the cloud, while homing in on the changing behaviors of today’s leading consumer electronics brands and efforts to create universal systems that work across devices.
Now the question remains, will you be there next year?
How often do you catch yourself in a meeting using words like “best-in-class,” “tipping point,” or “framework” to get your point across? Well, DGC reported on the “buzzwords” that drive us crazy earlier this year and Modea’s Buzzword Bingo that makes fun of the numerous words we find ourselves saying over and over again. Now, as we edge closer to a new year and renewed hopes for fewer jargon words, AgencySpy has taken up the “eliminate jargon” cause.
Today, Kiran Aditham posted a short round up from agency execs at Organic, Sullivan, BON, Goodby, Cole & Weber and Ignited sharing the words they hope to eliminate in 2012. Take a look at – Which Form of Ad Speak Would You Kill in 2012 – and let us know the jargon words that drive you crazy.
Today we attended a very engaging Advertising Week (www.advertisingweek.com) panel on mobile, featuring two of our clients – Marla Kaplowitz, President of Client Services, MEC North America (www.mecglobal.com), and Marita Scarfi, CEO of Organic (www.organic.com). Sponsored and moderated by the Mobile Marketing Association (MMA), the panel took an in-depth look at how agencies are keeping pace with the ever-changing mobile landscape, and how they’re meeting the demands of their clients in terms of innovation, technology and strategy.
Below are a few keys points that our two rock-star (female) clients made on this ever-important subject:
Marla Kaplowitz, President of Client Services, MEC North America
- From a consumer standpoint, it’s really all about mobility. People wake up with their cell phones; people go to the bathroom with their cell phones. It’s gotten to the point where your phone goes with you almost everywhere, and the phone has become an extension of who you are. As marketers, we need to not simply focus on what we can do with mobile, but what our consumers WANT to do with their devices – and see how we can help make this shift relevant.
- To continue to be strategic partners to our clients, we need to show our clients where we’re going and what the opportunities are. We constantly need to push them to take advantage of mobile and educate them on what’s out there in the space.
- Mobile has given us the “virtual water cooler,” which allows us to continually ask the question and gather information on what the consumer wants.
- A challenge from a media agency perspective is to make the ad unit we’re buying relevant and engaging, and not static. It’s an area where we continue to improve and one which needs focus for us to move forward.
Marita Scarfi, CEO of Organic
- Marketing budgets should be less siloed, and focus more on consumer behavior and data. We should focus more on where our target consumers are and how to use media (including mobile) to best engage them.
- Likening mobile budgets to a Swiss army knife, Marita said the size of marketing spend on mobile is less important than efficiency. She encouraged marketers to focus on how to get the best possible ROI for mobile spend.
- From a business standpoint we need to look at three areas of framework strategy/content/technology.
- Mobile is growing exponentially, even if the data in mobile is not as robust.
- Brands should make mobile part of the user experience, which will in turn make life easier for all parties.
We caught up with Steve Kerho, Senior Vice President, Analytics, Media and Marketing Optimization, Organic at OMMA Global New York and asked him to give an overview of his panel. The panel’s theme focused on whether clients need a digital AOR anymore and, if they do, what really constitutes a digital AOR?
In Steve’s opinions, clients have more and more specialty agencies like search, media, digital content, social and many more to wrap their minds around:
“There really is no one size fits all for clients,” Kerho said. “It depends on the client, the role that digital plays for the client, and how central it is to what they do and their business model.”
Or sometimes, clients feel that they are playing catch up and need to really move things forward. Are they happy about where they are compared to competitors? Kerho boiled it down to 3 main things that clients should consider: what the clients objectives are, where they want to go with digital and the role it plays in their business model.