The 18th global edition of Advertising Week returned to New York City from September
26th – 30th to provide world-class thought leadership seminars and paramount evening
events to all its delegates. This year marked the 13th year of Advertising Week in New
York bringing together the largest gathering of thought leaders and game changers
including Sheryl Sandberg, Arianna Huffington, Mark Cuban, Drew Barrymore, Rachael
Ray and more. From innovations in technology to creative storytelling and data, the
program was diverse, educational and thought provoking.
AW2016 was the largest event yet with 270 seminars and workshops across 14 curated
tracks including: Talent, Creativity Without Borders, Empowering Women, Video, Brand
Innovation, Agency, Mobile and more!
This year included the first-ever award ceremony, D&AD Impact Awards, celebrating
transformative, creative ideas that contribute to a better, more sustainable future.
It was an incredible week that inspired lots of great ideas and learning. We’ve pulled
together the key takeaways and trends gathered from our talented roving reporters into
our annual MEC@AW2016 Key Takeaways.
MEC returned for the second year
as the Talent Track sponsor
curating a full day symposium
focused on driving
transformation in the area of
talent management. To kick it off,
MEC hosted the opening keynote
as Chris Edwards author of Balls:
It Takes Some to Get Some shared
his story of his transgender
transition in front of 500+
colleagues, partners and friends
in the already unpredictable
world of advertising. Chris’ story
is inspiring us all to embrace
difference in how we work,
engage and connect with others.
Following the session, MEC
hosted a panel on unconscious
bias and explored the impact
personal biases have on the
creation of an inclusive
workplace. The panel included,
global leadership coach Tanya
M. Odom, former NFL player
and diversity consultant Wade
Davis, founder and CEO at
Unitive, Inc. Laura Mather and
Jim Sinocchi, Head of Disability
Inclusion at JPMorgan Chase &
Co.
MEC Wavemaker broke the
Advertising Week noise, hosting a
disruptive session with Catharine
Hays, co-founder of the Wharton
Future of Advertising Program
(WFoA) and co-author of Beyond
Advertising: Creating Value
Through All Customer
Touchpoints. Catherine in
conversation with Tim Flattery
challenged what we have come to
know about advertising and the
role of the media mix.
THEY SAY “CONTENT IS KING” BUT BEFORE CONTENT COMES THE MOST
VALUABLE NATURAL RESOURCE IN OUR INDUSTRY… TALENT. MEC’S
LEADERSHIP IN NOT ONLY ATTRACTING BUT CULTIVATING A DIVERSE
COMMUNITY OF SKILLED AND CREATIVE TALENT IS UNIQUE, THEY RISE
ABOVE. WE ARE SO PLEASED TO HAVE THEM BACK LEADING A DAY-LONG
SERIES OF UNIQUELY CRAFTED SEMINARS WHICH ALL REVOLVE AROUND
TALENT – HELPING COMPANIES STAY RELEVANT TO TODAY’S MODERN
EMPLOYEE. - Matt Scheckner, CEO of Advertising Week
MEC’s Advertising Week activation made a call to the
industry to support a new initiative aimed at confronting
bias that impact talent decision making.
Outside of Time Center Hall, we held a pop-up voting style
booth that included iPads with Harvard’s Implicit
Association Test, empowering delegates to uncover their
personal biases and confront ways to counter them. The
#BraveYourBias booth invited all participates to sign a
pledge, raising awareness of the power of inclusion. To learn
more visit: www.braveyourbias.com.
"ONE OF THE THINGS THAT WE'VE SEEN IN THE PAST IS THAT THERE'S
BEEN A LOT OF POLICIES WRITTEN, A LOT OF DISCUSSION HAPPENED,
BUT WHAT HASN'T REALLY BEEN ADDRESSED IS THE FUNDAMENTAL
DECISION MAKING PROCESS.”
- Marie-Claire Barker, Global Chief Talent Officer, MEC
TRENDS FROM
& WHY THEY MATTER
INNOVATION, TRANSFORMATION
& DISRUPTION
This year’s Advertising Week highlighted the immense need for
our industry to move beyond the norm and everyday comfort
zones into a place of growth, risk and innovation. Industry
leaders encouraged brands to assess their current actions and
plan the next means of disruption. Even if all was going well and
working, disruption and transformation was commended as the
industry continues to change and brands are pushed to evolve
to keep up. AW shed light on the ever-growing virtual reality
market, the extensive use of augmented reality and the need for
start-up development and partnerships.
As Dawn Ostroff, President of Conde Nast put it, advertisers have
the power to change and create consumer behaviors and build
technological use. But being a cutting edge brand requires more
than the innovative use of technology. It requires a disruption of the
marketplace. Brands need to consider the risks they can take now to
change and grow within the ever evolving industry. They can no
longer afford to stand on the sidelines, they must create noise to
affect their audiences. The time is now.
Can’t be creative because you’re
afraid? You can’t be afraid,
because you’re creative!
-SETH GODIN, AUTHOR
It's not really disruption
anymore. It's more about
transition. And making changes
in the industry.
- BETTY LOU, ANCHOR &
FOUNDER, BLOOMBERG TV &
RADIATE INC.
It's important to disrupt yourself
and not get stuck in what is
working.
- PETE CASHMORE, FOUNDER &
CEO, MASHABLE
This is the second advertising
revolution since the 1950s. But
you won't survive if you play by
the old rules.
-SETH GODIN, AUTHOR
People want a collective
experience; to be transported.
What is vital to stay afloat, let
alone stay ahead, is innovation.
–HARRY KARGMAN, FOUNDER &
CEO, KARGO
THE FUTURE OF MEDIA:
THE MARRIAGE OF DATA & CREATIVITY
AW2016 highlighted the need for our industry to deliver compelling
experiences to ensure consumer engagement. Conversations
focused on the latest and greatest advancements in ad-tech such as
hyper-targeting, programmatic and cross-device IDs as a means to
truly elevate the consumer experience. Additionally, programmatic
is considered to be the next generation of data driven engagement,
although it was said that it can lead to an overlook of certain
demographics and audiences.
For marketers, finding the balance between art and science is the key
to ensuring a successful campaign. Cleverly marrying data and
creativity to develop ideas that are both engaging and relevant to
consumers can overcome the downfall of our industry—ad-blocking.
Data should be used holistically for an ‘insights-first’ approach to
develop successful solutions, while creativity should generate
engaging and relevant content. Marketers that successfully bring
together the best of data and the best of creativity will see great
results.
We live in an AND world. The
digital revolution felt like a math
and science class. We’ve moved
to the center. We must marry
opportunities with data, and tech
with art.
–WENDA HARRIS MILLARD,
PRESIDENT & COO, MEDIALINK
Not every impression is created
equal.
– SHENAN REED, PRESIDENT
DIGITAL, MEC
It’s not about big data, it’s about smart
data. –NADINE KARP MCHUGH
SENIOR VP, OMNI MEDIA STRATEGIC
INVESTMENTS & CREATIVE
SOLUTIONS
L'ORÉAL USA
Granularity of targeting has
outstripped our ability to tailor
unique creative assets.
–ROB NORMAN, CHIEF DIGITAL
OFFICER, GROUPM
There are too many
incremental, small steps and
not enough big gambles. –
ROB NORMAN,
CHIEF DIGITAL OFFICER ,
GROUPM
PURPOSE BEYOND PROFIT (TALENT,
DIVERSITY & SOCIAL IMPACT)
AW2016 clarified the focus of three major purpose-driven concepts
important to our industry and our people; Talent, Diversity & Social Impact.
Talent: Employees are calling for workplace environments that allow them
to have more authentic conversations about their lives and careers: the
ability to bring their “full selves” to work
Diversity: Awareness around unconscious bias has reached a tipping point,
forcing companies to *do* something about it
Social Impact: A brand’s service or product alone is not enough anymore to
make an impact – consumers are demanding to know “why” a brand exists,
“what” it’s core values are, and “how” it makes a positive impact
Our industry’s success is based on our people. Taking active
steps to mitigate unconscious bias in both recruitment and
culture fosters a greater diversity of experiences that leads to
more innovative thinking. Moreover, allowing people to have
opportunities for growth, healthy work/life integration and
transparent communication generates improved retention and
better work outcomes. Additionally, adopting sustainable,
socially conscious business models is not just good for the world,
it is good for a brand’s bottom line – a coexistence that’s
becoming mandatory, not just a ‘nice to have’.
We know from research that bias
doesn’t go away; we have to find
ways to constantly mitigate it.
– TANYA M. ODOM, GLOBAL
CONSULTANT AND LEADERSHIP
COACH
What’s the default for hair? For
executive presence? For abled
bodies? When you don’t sit in that
default, bias will be present.
–WADE DAVIS, SENIOR
CONSULTANT DIVERSITY &
INCLUSION, YSC
If you have beliefs and values,
[you] have a North Star for
everything. – CARL JOHNSON,
FOUNDING PARTNER &
GLOBAL CEO, ANOMALY
One of our mottos at THINX is
‘Let Your Freak Flag Fly’” – MIKI
AGRAWAL, FOUNDER, THINX
There’s a transformation in the
rules of engagement for
companies as consumers demand
more social responsibility.
– JENNIFER DOLSKY, CEO,
CHANGE.ORG
You get work that matters when
you can fully bring yourself to
the table. – SHANNON
WASHINGTON, SENIOR
CREATIVE DIRECTOR, INVNT
The roles of companies have to
change. Companies have to be
the biggest providers of
solutions. – ALINE SANTOS,
CMO, UNILEVER
CONTENT: KEEP IT PERSONAL
& PLATFORM FRIENDLY
The panels, presentations and sessions at AW2016 spoke to a
monumental shift—the value exchange that is expected between
consumers and content. As consumers have evolved and access
to data has increased, content is expected to be relevant, fueled
by qualitative insight and captivating in the first 3-6 seconds.
Whether the content is long or short, it is the key first seconds
that matter most. Moreover, content should be built for each
platform and only live on the platform that is most appropriate.
Real-time responsiveness requires a knowledge of how a
consumer acts and reacts to content, which AW shed light on for
attendees.
Content literacy is an important skill for marketers to master. A
masterful content strategy that puts personalization first will prove
successful as a value exchange is what consumers are looking for.
Keeping the content engaging within the first couple of seconds is
key to ensuring the consumer stays throughout the whole
experience. Moreover, marketers need to understand the human
dynamic with media and how it has changed forever, since shared
viewership will be the next big thing. The brands who spend time
developing a content strategy that puts relevant content at the
forefront will be most successful.
We are living in the Experience Economy:
Be Immersive. Be Relevant. Follow Through.
– BRANDON GAYLE, HEAD OF GLOBAL
SPORTS PARTNERSHIPS, INSTAGRAM
People are looking for thumb-stopping
creative.
–SHERYL SANDBERG, CHIEF OPERATING
OFFICER, FACEBOOK
Find the message that is authentic to the brand
and create a story that is specific to your audience,
not everyone.
- SHENAN REED, PRESIDENT DIGITAL, MEC
Growing attention across screens requires
evolution, not revolution.
-TARA WALPERT LEVY, VP AGENCY & MEDIA
SOLUTIONS, GOOGLE
Dependence on attribution is the main barrier
to ensuring relevance.
- SCOTT HOWE, PRESIDENT & CEO,
ACXIOM
Media is now every touchpoint of the
organization, so how do we construct
against it. -TIM FLATTERY, MEC
WAVEMAKER
Check out all the fun that unfolded as
our roving reporters took to NYC –
@MECIdeas and #MECatAW on Twitter,
Facebook and Instagram.
For questions, please contact:
[email protected]