A few of us at ABC took some time off the day job for the ultimate “busman’s holiday”. Yes, you guessed it, we went to Advertising Week.
In its 10th live edition, Ad Week switched it up with a move from Piccadilly’s Picturehouse Central to 180 Studios at the Strand. Based in the heart of London’s creative community – the building itself houses many emerging names in the fashion industry – we were ready for some inspiration.
That’s what the event is for: to engage attendees with inspiring speakers, thought-provoking panel discussions and interactive workshops. All under one roof. And all eager to talk about the mystical world of marketing, media, advertising, and tech.
With many a bright mind in the building, we were poised for some answers. What’s making marketers’ minds tick in 2024? Are we still spooked by AI? Are we saying goodbye to the old-faithful CMO? (Not likely). And why is there a life-size Squid Games doll watching me?
Ad Week successfully shared insights into the current state of the industry. There was still talk of cookies…yes cookies! But, regardless of the repetition of years gone by, the event reflected upon the industry’s perseverance against its ongoing challenges. AI is “a tool in the toolbox”, a useful one. And it can’t match your creativity. This we know. But how else can we stay sharp in a world that’s constantly changing? We’re sharing our key take-aways…
Make data personal again
Let’s not dwell on the future of cookies any longer. Instead, marketers should be tapping into the capabilities for personalisation of first-party data. It’s the way forward, it’s connecting with your customer openly and respectfully. And that comes with a bonus for your brand: trust.
Boost B2B branding
It’s about time B2B industries stop debating the value of brand marketing. By underestimating and underinvesting in brand marketing, you really are selling yourself short. B2B campaigns that highlight emotional benefits have been shown to increase brand health, market share and market penetration. So, for all our B2B collaborators out there, let’s give your brand the edge. Let’s embrace the opportunity to invest in brand promises. Not just product promises.
Be more elephant
Now this is an obvious one: make your adverts more diverse. And tell genuine diverse stories! Only 8% of ads globally show women in non-traditional roles. Only 15% show body diversity. Only 4% show women over 60. Those percentages don’t represent society. Representation and authentic portrayals are proven to be better received and better for brand-building in the long-term. And, by listening to the people you’re casting in ads, your brand has an opportunity to connect with new communities.
Give creativity a safe space
The grand finale. An outright highlight. McCann Agency inspired with the introduction of Atomic Soup. “A psychologically safe space for radical creativity”. What does that mean, you ask? In Atomic Soup, questions are welcome.
Atomic Soup is an internal deep dive into the cultural and social landscape. Weekly, monthly, or whenever you like, your agency comes together for an open discussion of what’s happening in the world. Each session is focused on a particular theme, from mental health to habits to pain or the power of music. However you go about it, it’s a method to connect your team with each other and your clients. By being deeply connected to the world around you, you can know your client’s issues before they do. That’s a recipe for success.
And that’s (take) that
Minor mayhem ensued as Ad Week closed out in conversation with Take That. As queues lined up for Britain’s best-loved boyband, DJ sets began, and we reflected upon our week. Was it worth it? Yes, 100%.
We’ve filled our notebooks; we’ve stocked up on stats. We mixed and mingled with our peers and leaders. And, most importantly, we formed a clearer picture of the industry at large. It’s a picture that will inform our thinking at ABC. At least until next year.
Share and tag us @alwaysbecontent
