Moving on from documented problems to explore how programmatic can combine intelligent media investment to achieve real and unprecedented efficiency. Join us as we discuss collaborating to redefine quality in digital advertising, and the steps you can take to implement changes in your business.
Hear from creatives and strategists alike on the science of weaving emotion into creative storytelling. Which emotional cords are meant to be played, while others are perhaps left untouched? Hear the potential advantages when done right, but be warned of the risks when entering this sensitive arena.
Today reaching Millennials is the name of the game. This coveted demographic, in the midst of disrupting a variety of industries, is rewriting the script in the grocery sector. With preferences and behaviours evolving quickly, tenured brands are seeking inventive ways to engage their next generation of consumers. In this session Tastemade and Unilever will discuss the importance of digital video and strategies for creating relatable, inspirational and localized content for the new era.
Head of EMEA Sales and Brand Partnerships, Tastemade
In an increasing fragmented world, comedy is one thing that is still able to connect us. Where political and social conflicts continue to test us, we share our current favourite comedy shows, standup routines, YouTube clips and ads in a bid to spread some joy. Words, phrases and actions can even break into popular culture, defining a moment in time.
Comedy can therefore be a powerful tool in building brand engagement, particularly when its unexpected and challenges preconceived ideas. But it is subjective, and what is ‘funny’ is in a constant state of flux. As a result, brands don’t always hit the funny bone.
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.
With consumer behaviour, brand loyalty and evolving technologies forever in flux, the role of today's CMO is to remain prepared for change. With the responsibility to facilitate growth, and remain current in marketing strategies and communication technologies, the CMO must always remain geared up and ready to tackle the many challenges that accompany a constantly changing industry fearlessly and head-on. Leading edge CMOs will share their insights from the front lines.
Hear from European brands and entrepreneurs on how to rattle the marketplace. Listen to the challenges and hard work necessary to stand out amongst competitors. Leave inspired by campaigns and creators!
Forget marketing ideals -- let's tackle marketing reality. How do we promote the "ugliest" products and services, the unsexy ones that are either "boring," complex, or undifferentiated from the competition? Kranz will demonstrate -- with real-life examples -- three beautifully practical/tactical ways to overcome each of these three ugly challenges.
Image and Voice search are becoming more and more integrated in daily life. From Alexa's problem solving abilities, to the Google Home allowing owners to order pizza. It is clear voice search methods are here to stay. This panel will discuss the current capabilities of search, what campaigns and activations have worked, which haven't, and what we can expect in the future
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.
In this session, Stephen Cheliotis, Chairman of Superbrands and CEO of TCBA will bring together a C-Suite group to debate:
• Is the definition and ‘role’ of brand within business shifting?
• Has the evolution of brand changed where it sits within the business?
• Is brand moving from marcoms to being integrated into wider business teams, and should it?
• Is sustainable brand building driving a shift to longer-term marketing strategies or is the pressure for short-term ROI winning
The avalanche of ad tech offerings continues apace – DMPs, DSPs, video distribution, sentiment tracking, CRM packages. Everyone is trying to sell their tech to media owners and marketing directors. But do they have the inside track on what the people making the decisions really want to know when hearing a sales pitch?
In this session, DCM's Head of Film Tom Linay will host a Q&A with a leading Film Director, discussing highlights from his or her career to date, recent film projects, ad campaigns directed, how to bring compelling stories to the big screen and what’s next...
Getting to the Truth about Britain is no easy task. We’ve been researching the mood of the nation for the last decade. We’ve been through an economic downturn, the Olympics, several Prime Ministers and more. And there is no doubt that a lot has changed since 2007:
• 62% of the British public has read news about politics within the last few hours
• 60% say that news has been mostly negative
• 67% of the British public reads 2 or more sources to find the truth
• 73% believe it is difficult to evaluate nominees by their policies because they rarely deliver on campaign promises.
• 53% say that the internet has had an enormous impact on politics in general
• 60% say that politicians are less truthful today than 20 years ago
Undeniably, Brexit revealed a shocking divide in Britain today, making our quest for the Truth about Britain ever more essential. And the importance and value of truth has never been more important.
To go beyond facts and the onslaught of news stories and everyday politics, we focus on deep stories - those stories that capture the values, the attitudes, and the beliefs that are intrinsic to British culture. Our data (quant and qual), as well as our scans of British culture, provide us with clues into three deep stories that undergird British culture. These deep stories provide key territories and a creative toolkit for brands to play a meaningful role in people’s lives.
Presenter & Broadcaster
Regional Director EMEA, McCann Truth Central