What can 85M mobile fans in 11 languages tell us about the future of sports? Quite a lot actually.
The World Cup is the world's largest social event yet as sports finally undergoes its digital disruption, it's hard to navigate all the platforms and places audiences will engage, communicate and celebrate in 2018. While technology is behind this shift, it's also brought new solutions. Alongside fresh insights from MM's 85M global fans, hear real world case studies from brands who are successfully navigating this new world.
Business Director, Publicis Media Sport & Entertainment
Global Head of Football, Minute Media
Customers are more in control than ever before. Digital has transformed the purchase journey and market saturation is common. Even legislative changes are encouraging customers to shop around. With competition just a scroll, click or voice command away customer retention has never been more important. As a result, brands need to establish new value amongst their audiences in order to drive loyalty. But what is deemed ‘value’ in this environment and how can new technologies help?
Chief Platform Officer, Starling Bank
As rates of consumer engagement continue to rise, many brands are partnering with sports team and athletes to reach their core audience groups. Industry experts discuss the current trends in Sports Marketing and what is to come in the future.
Global Business Development Director, Rakuten Viber
Sales Director, UK & Ireland, Perform Media
Managing Director, EMEA & APAC, CSM Sport & Entertainment
A decade ago, brands launched into a social media land grab. Those who acted strategically and efficiently reaped the rewards of consumer attention. Now, the next channel for that attention is here! Voice-first A.I. platforms like Amazon Alexa and Google Assistant are taking audio interactive and on-demand, giving brands unprecedented opportunity to connect directly with their customers. It's the next frontier for marketing, opening up personalized communication and direct commerce with audiences at scale.
Executive Editor, Voice, BBC
Head of VaynerSmart, VaynerMedia
Director, Digital Innovation, Baker Huges, GE
Head of Emerging Platforms and Partnerships, LEGO
We've passed the digital world and are well into our way of the mobile-first era. Yet many brands and publishers struggle with how to make sense of this new world order. What does it take to be successful in a mobile-first world? For one thing, it's a mobile-first mentality to everything.
Mobile is it’s own medium, one that requires its own approach to everything from creative and content to product and measurement.
People come to Instagram to connect around their passions and one of the most passionate communities on Instagram is sports enthusiasts. In fact sports is one of the most popular areas of interest on Instagram, with 1 in 3 Instagrammers following a sports account or athlete and even more coming to the platform to connect and share during global sporting events. This highly engaged sports community presents a huge opportunity for brands.
BAME (Black and Minority Ethnic) communities have traditionally been underrepresented in the ballot box; Parliament wanted to correct and sought a digital approach. Our solution was the social campaign 'Your Story, Our History' which gave ordinary people from these communities the platform to talk frankly and openly about their past experiences and how legislation has lead to a progressive change in society.
The campaign resonated with audiences because of the authenticity of the participants, these were ordinary members of the public, not celebrities or politicians, who spoke their personal truth. Our goal was not to patronise the target audience by saying things are perfect, but highlight legislative progress by engaging in the democratic process.
Jonathan M. Perelman
Head, Digital, ICM Partners
Senior Outreach and Engagement Campaigns Officer, UK Parliament
Rich data can tell you what your target audience wants, feels, and does. It can illuminate how your customers interact with your products and services, and provide guidelines for development. But if your narrative isn’t creative and compelling, will customers know you exist or remember you when making buying decisions? And doesn’t creativity drive the need to innovate and find new ways to collect the data that matters? In this chicken-or-egg debate, see who walks out of the pub on top.
Millennials are the most socially aware generation ever - passionate about equality, LGBT+ rights and environmental issues. For brands and publishers, embracing these shared values and working for the greater social good of others increasingly matters to an 18 to 34 year old audience.
In this session, we hear from LADbible, the world’s leading social publisher for millennials, about their approach to meaningful campaigns Joining them on the panel are major brands and activists to discuss the importance of listening to this generation and creating relevant campaigns that empower audiences to have a positive impact and drive social change.
Deputy Editor, The Drum
Senior Brand Manager Smirnoff, Diageo
Co-Founder, LADBible Group
Ambassador, Activist and Author, Trash Isles
, LGBT Foundation & Village Angels
We’re seeing acceleration in business decision making by some leading players to match the pace of consumer expectations. In order to win companies need to be more agile than ever before. They must be willing to pivot to match audience behaviour and nimbly navigate an ever changing competitive landscape. Often this means a preference for fast feedback, quick iterations of their products, changing old processes and adapting current thinking to run marketing in new ways.
VP Ads & Business Platform, Facebook
EVP Global Chief Marketing Officer, R/GA
It is the dawn of a new era when it comes to measuring the effectiveness of advertising spend, with the wealth of technology leveraging the increased availability of audience and consumer data to enhance targeting. Now marketers are discovering new solutions and approaches to measure the effectiveness of a modern advertising campaign. Come engage in a panel discussion with leaders in audience measurement as they explore both the opportunities and the challenges in today's data ecosystem.
Sir John Hegarty, co-founder of global ad agency BBH and creator of iconic campaigns for brands such as Levis, Audi and BA is now running The Garage Soho - an early stage investor company that champions creativity and believes in building brands, not just businesses. The session is chaired by Jonathan Akwue, Chair of the Ideas Foundation, a charity helping to nurture creativity and drive diversity, and Managing Partner of DigitasLbi. Sir John will be interviewed by Ideas Foundation young leaders at the start of their creative careers keen to get practical tips on how to zig zag their way to creative success.
Every advertiser’s main goal is to communicate at the right time, in the right place and with the right message. But what if you could understand your target audience and their needs even better than they do themselves? Growth marketing specialist DCMN reveals a new innovation for the mobile market: Intention & Behaviour Targeting.
Today, scale is a given but marketers are starting to focus less on quantity and more on quality of data. The call for quality data is sweeping the fast-changing world of MarTech. In this panel, Lotame is pointing out the elephant in the room. We’re not only shining a light on the issue, but we’ll dissect data quality through a multi-lens view, exploring its different business applications, how it can affect targeting and measurement, and why it needs to be part of every conversation.
CEO & Founder, Lotame
Data & Insight Consultant, The Specialist Works
Programmatic Lead, Unruly
Managing Director, EMEA, Lotame
Director Of Programmatic and Ad Product, Trinity Mirror
“Formula 1 to date has been a motor sports company … and I’m pivoting it to much more of a media and entertainment brand with the soul of a race car driver.” Sean Bratches, Managing Director, Commercial Operations.
The 2018 Grand Prix season is just days away so this is an unmissable opportunity to hear about the transformation taking place at F1.
Managing Director, Commercial Operations, Formula 1
The trade press is inextricably linked to the trends and travails of the marketing and media worlds and it’s believed that coverage can still make or break the fortunes of agencies and individuals. Seize this chance to learn more about what influences editorial decisions and the viewpoints that journalists take of the industry as we turn the table and give a panel of senior trade journalists a grilling.
Brands Editor, UK, Digiday
Editor, The Drum
Editor, Marketing Week
Director of Content, Propeller - PR, Content, Events for media & tech
Naysayers have questioned the "pivot to video" because it can take more work and is more challenging than traditional display ads. But publishers who have cracked the code see engaged audiences, much higher CPMs, and skyrocketing ad revenue. Our panel of publishers and video monetization experts will share tips and tricks for maximizing your video ad revenue -- including Video Player Bidding, ad insertions, reducing latency, and intent to watch.
COO, JW Player
Product Manager, Time Inc
Managing Director, UK & Southern Europe, SpotX
Global Head of Commercial Ops, Minute Media
‘Murky’ ad-tech, opaque advertising metrics, brand-safety crises, a disrupted content economy and widespread ad-fraud have led to a broken digital advertising ecosystem. One in which spend is increasingly concentrated amongst a small number of platforms who are themselves under increasing political pressure. One in which quality content struggles to monetise whilst fake news captures an ever-greater share of voice. One in which clients simply aren’t reaching the audiences that they’ve paid for.
In this conversation Robert Thomson, CEO of News Corp, and Gideon Spanier, Global Head of Media, Campaign, will discuss what it’s going to take to rebuild advertising ecosystem that’s become
dysfunctional and sometimes dystopian.
From streaming long-form docs to sharing snackable shorts, we’re glued to the screens in our home, office and pocket. In an era freed from the constraints - and traditional benchmarks - of linear TV, who’s investing in video and getting it right? With a different format and approach for every audience, which models actually work and why? And what does quality look like to new generations with a fundamentally different understanding of how to use video?
Global Head of Video and Audio, The Guardian
Head of BBC Worldwide Digital Studios , BBC Worldwide
Executive Producer, Documentaries, The Guardian
Co-Founder, Kyra TV
Creative Excellence Director, BACARDÍ Europe
Social platforms have repeatedly been telling advertisers to focus on faster message delivery. The fear of losing viewers after the first three seconds has led to a deluge of poor quality video, clubbing the viewer over the head with a brand message. But good social content doesn't have to be short. Here, this panel examines the potential for creating effective longer-form content for social.
head of strategy, We Are Social
vice president, global brand communications, adidas Football
executive creative director, We Are Social
How are publishers pushing content frontiers to meet the expectations of tomorrow’s audiences and advertisers? Some of the biggest and most innovative publishers across news, kids, sports and lifestyle genres reveal their plans to redefine content, the way it’s produced and consumed, and how brands can be part of their story.
VP, Digital Commercial Strategy & Revenue , CNN
In 2017, in an ecosystem estimated to be worth billions, 100 brands brands invested $600M in marketing dollars in eSports for their very first time. Some unlocked value, many more failed. They do say the millennial male is an elusive species - too bad that’s misperception #1 about the esports audience. The world esports and gaming ecosystem is inherently complex, but one thing is clear: brands are eager to connect with these customers. But for many brands, that’s all they know. We're here to help.
Global SVP & GM Esports, Minute Media
Audio is on the rise with podcasts becoming a favourite pastime among consumers of all ages. From 15-second credits and endorsements to short-form brand audio and branded shows, learn about the tools podcast publishers are building for sponsors and advertisers, get a better understanding on current guidelines and best practice for listening measurement, and leave with the skills to launch your brand's next podcast.
9:30 - THE RISE & VALUE OF AUDIO
Podcast listening is growing quickly. So what are the opportunities for brands and how do these differ from other forms of audio or media? In this session we’ll play you plenty of examples of what leading brands are doing in the podcast space. We’ll hear from well known podcasters as well as Acast, who are leading the way in monetising podcasts. We’ll also reveal exclusive new research on UK podcast listening habits.
Managing Director, Somethin' Else
Creator/Host, Author of Crushing the Box: 10 Essential Rules for Breaking Essential Rules, Innovation Crush
Head of Music Radio at Somethin’ Else and producer of The Bugle, Somethin' Else
Director of Content, Acast UK
10:10 - CULTURE 2.0: A LIVE RECORDING OF EAT SLEEP WORK REPEAT PODCAST
Bring the laughs back to work - join Bruce Daisley and Sue Todd for a live recording of the Eat Sleep Work Repeat podcast. He will be talking to laughter expert Professor Sophie Scott about the role that laughter plays in our lives. Then we'll be playing a funny game to find the way to bring laughs back to our workplaces. Merriment assured.
UK Managing Director, Twitter
Writer of Car Share
11:00 - DYNAMIC DIGITAL AUDIO ...DELIVERED!
Sam & Chris give an experiential tour of how dynamic, personalised digital audio campaigns are delivered; highlighting the evolutionary advantages of the role of selective attention for live campaign case studies (including Deliveroo) and demonstrating how easy it is to reach a wide audience.
Head of Creative, A Million Ads
Managing Director, Clearcut Sound
Viva Mexico! Trusted as production partners by Martin de Thurah (Epoch Films) and Venables Bell & Partners (SF) to handle a crew of 125 with multiple locations and casting, Avelino takes us behind the scenes on the shoot of the latest Audi RS 5 Coupe commercial 'Final Breath'.
Sailor Jerry is the world’s No 2. Spiced Rum. Exploding onto the scene with more engery than a mosh pit, we grew up with a DIY mentality and a punk rock ethos. In 2017 we needed to f*ck shit up, find new rebels and continue to cement our place in pop culture history.
This is the story of what I’ve learned in anchoring and evolving a brand in party culture - always living by the words of Jerry, "I haven't done my best yet…only my best so far.”
Chin Ru Foo
Global Brand Director, William Grant & Sons
80% of consumer purchasing power is women, 28% of people in the US are in the non-white minority and 60% of the world is from Asia. Everyone in the world is different, but traditionally when we design our unconscious bias steps in and we ignore signs to design for different people. The more we understand our unconscious mind, the more it starts to impact the way we think and create. What does this mean for creating global experiences where different mindsets are required to align to our design? The R/GA design model helps us to get behind the context, environment & mindset of our users in order to create conscious ecosystems. Harvard has created an implicit association test to measure attitudes and beliefs - the important thing is how we get these into our design process so we can shape our work without our unconscious bias taking over. Diverse design teams mean we create well rounded experiences. Projects like ‘Love has no Labels’ showcase the humanity in design and what it means to design with a conscience. Let’s make sure that what we are creating is genuinely impactful to all our audience and that we consciously think about the hundreds of decisions we make day to day.
Two and a half years after Snapchat welcomed advertisers, how are brands adapting to a new paradigm in digital marketing and how do they see success on the world's biggest AR platform?
Wall Street Journal's Lara O'Reilly talks to eBay’s Gareth Jones, Gabby Golding of Coca-Cola, Skyscanner’s Anna Derezinska and Snap’s Will Scougal about how they use the platform to reach Snapchat's highly engaged audience and how they keep up with Snapchat’s pace of innovation.
Reporter, Wall Street Journal
Paid Growth Enablement, Skyscanner
Digital Senior Manager, Coca-Cola GB
Senior Marketing Director, eBay
Head of Creative Strategy , Snap Inc.
Day 4 in the Vertical Series closes out the Week with a look under the hood of the auto sector.
3:15 - THE ART & SCIENCE OF DATA STORYTELLING: HOW AUDI DELIVERS ‘BEAUTIFUL CARS WITH AMAZING BRAINS’
Join Neustar’s VP Marketing Julie Fleischer as she sits down with Benjamin Braun, Audi UK CMO for a fireside chat to learn how this premium auto brand creates and executes beautiful stories with the right data driven tools and insights. Using marketing analytics to quantify the value generated by their distinctive communication and campaigns, Audi is able to know exactly where to spend the next pound on marketing.
In this session you will learn:
1. Differentiation requires being different. Pay attention to category conventions so that you can break them
2. Human beings are driven by emotion and storytelling. Functional, rational benefits may play to the head, but people act on the heart
3. Emotional campaigns are more effective on almost all business metrics, particularly long term brand health and profitability
4. If you want to break category conventions, you’ll need to make a strong business case. You need a strong measurement plan to support data-driven storytelling, drive change and prove results
5. Accurate actionable campaign measurement must be holistic and future-forward
BEING BRAVE: HOW MCLAREN HAS DRIVEN FAN ENGAGEMENT BEYOND THE TRACK
Social and digital has redefined the relationship between McLaren and its fans. F1 teams and drivers have become content publishers, extending the story beyond the track to an always-on narrative – in turn, driving fan avidity and partner value. In this session, Rob will describe McLaren’s journey to its award-winning status in digital sports marketing.
In this session you will learn:
1. Social and digital is the engine room of sports fan engagement
2. Always-on content and hero campaigns help build a team’s personality and drive fan avidity
3. Social and digital has emerged as a key pillar of sponsor partner activation
4. Engaging a Millennial / Gen Z audience requires a visual approach, but there’s still room for the written word
5. A high performance social and digital strategy is a blend of big and small data insights – understanding the trends and listening to your fans
Discover how you can widen the value exchange with youth audiences to better meet the needs and be relevant at a time of unprecedented challenges and opportunities. 10 years on from the financial crisis of 2008, explore what life is really like for todays’ 16-35 year olds in the UK and Ireland. Our research uncovers how the next generation are coping with a lack of security and prospects and how they are engaging with the world as individuals, workers and consumers.
Director of Insights The Youth Lab, UK, Thinkhouse
Leader, The Youth Lab, Thinkhouse
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