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.
When you give a computer to an engineer or to a graphic designer - their powers increase dramatically. But when you give a computer to a "creative" - a conceptual thinker and problem-solver - she doesn't experience a similar boost in either productivity or output quality. She simply starts to type instead of writing and google instead of going to the library. Why is that? Can we imagine a "hybrid" human+machine creative process that would give us a radical creative boost, helping us get to better "a-ha!" moments faster?
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.
Top UK agencies and brands, including Mattessons, BT Sport, Sainsbury’s, Tesco, and adidas (just to name a few), proved how they have used YouTube to deliver highly effective campaigns by bringing home 'YouTube Works for Brands' awards in 2017. Now in the programme’s second year, Judges past and present will debate and share valuable insights gleaned from watching the winning campaigns.
Today’s Creatives are challenged to tell stories across various screen sizes, platforms, and video formats. Brilliant minds within the walls of BBH and Ogilvy will share how they have tested the limits of the YouTube platform, and Twentieth Century Fox will showcase how they were able to live ‘happily ever after’ with the results from a major motion picture launch.
Head of YouTube B2B Marketing, UK, Google
Emma de la Fosse
Chief Creative Officer, Ogilvy & Mather Group UK
Executive Creative Director, BBH London
Image and voice search are becoming more and more integrated into our daily lives. From the user-tailored fulfillment capabilities of devices like Amazon’s Alexa and Google Home to discovering billions of ideas made possible by Pinterest’s visual search technologies, it is clear that emerging search tools are quickly rendering the keyboard obsolete. This panel will discuss the current capabilities of search, which campaigns and activations have worked, which haven’t and what we can expect in the future.
Head of Global Marketing Communications, Pinterest
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