REFLECTIONS OF A YOUNG ADVERTISING PROFESSIONAL

As The AD Club concludes the fourth week of the A&M Series, a seven-week course offering presentations from masters of the industry who are redefining our business, audiences have gained tremendous insights and access to some of the brightest minds in advertising and marketing. On October 14th, Ann Green, Senior Partner, Client Solutions and Innovation at Millward Browndiscussed the fundamentals of the research in the industry.

Attendee Avia Bushyhead, Client Development Manager at NTENT, reflected on the valuable takeaways from the evening. Read more below!

Reflections of a Young Advertising Professional

Avia Bushyhead, Client Development Manager at NTENT 

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Listening to Ann Green, Senior Partner and Cross Portfolio Consultant for Client Solutions and Innovations at Millward Brown, speak about research on October 14th at the AD Club’s Advertising & Marketing series was eye-opening. Green’s enthusiasm helped bring the processes and uses of her field to life.

Running the production team at digital start up for a year has been a daily reminder for me that every department is dependent on one another to successfully launch campaigns. Green’s talk proved that building a campaign that speaks to the right people in the right way can only be supported by the right data to back it up. Data is what validates both our analytical decisions and creative efforts.

Below are five takeaways from the A&M series on research and its applications in our business:

  1. Start by asking the right question. Every aspect of this business seems to come back to storytelling. And the best stories are told by starting your research with a clearly identified problem. “Big Data doesn’t answer the questions of the universe. It answers the question you’re asking,” said Green. Know your question and let it guide you to the type of data and form of research you really need. It is also vital for us to stay open to ideas beyond our current beliefs and assumptions or we will miss out on effective ways to communicate with the consumer.
  1. Research is about people and its goal is to generate an impact. Information helps us break down the wall between brands and people. It helps show the way to move forward and shape the relationship brands can have with their customers.
  1. People come first when it comes to research. Giving respect applies to everything from the amount of time we ask consumers to spend on surveys, to how we handle user data. Consumers will be more willing to share what they think and feel if they believe that marketers truly value what they learn from them.
  1. Mobile has made cutting edge technologies much more applicable to researchers. With phone cameras, health apps and wearables human physical responses can be tracked by Autonomic Arousal, Eye Tracking and Facial Coding Methods such as these help researchers decode what Green terms the “myth of rational choice.” We must identify certain things that consumers can’t express or won’t say—the instincts that lie behind our decisions.
  1. Researchers are able to rely more on technology to assist in data comprehension. Programs now utilize Artificial Intelligence to generate in depth reports with text summaries, recommendations and other desired features from data sets. However, AI cannot replace the inspiration and experience that a seasoned performer utilizes to transform data takeaways into a dynamic campaign.

Green also reinforced the importance of accurately connecting the dots. After buying a baby gift at Target, the brand continues to send Green ads that speak to her as an overwhelmed mother. Which is the opposite of the life she actually leads considering she doesn’t have any children. Details can make all the difference in resonating with a consumer, so make sure your data is qualified and comprehensive.

As I left the event I kept thinking how important it is that we all stay passionate about our sectors and industry as a whole. With the dynamic nature of our industry and a more plugged-in consumer, we must stay excited about the challenges and the discoveries our challenges lead us to. Otherwise, we’ll just get lost in a universe of ever-expanding information and that’s a story we can do without.

THE CREATIVE MINDS BEHIND OREO’S BRAND EVOLUTION

On November 13th, The ADVERTISING Club of New York will honor Dana Anderson, SVP, Chief Marketing Officer of Mondelez International as the 2014 Advertising Person of the Year. Check out today’s timely Fast Company article, which recognizes the brilliant creative power behind Oreo’s brand evolution.

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THE STORY OF OREO: HOW AN OLD COOKIE BECAME A MODERN MARKETING PERSONALITY

In 2013, Oreo changed its image, and maybe changed advertising, with a real-time marketing coup. While its famous creative–culturally relevant tweets and Facebook posts–seemed simple and spontaneous, the social success was the result of an overhaul of a large CPG company’s marketing philosophy and processes. CMO Dana Anderson and the marketing team behind the Oreo phenomenon discuss how they made the transition from self-involved advertiser to nimble content creator.

Read the full article here.

Reflections of a Young Advertising Professional

As The AD Club concludes the third week of the A&M Series, a seven-week course offering presentations from masters of the industry who are redefining our business, audiences have already gained tremendous insights and access to some of the brightest minds in advertising and marketing. Kicking off the series on October 7th, Michael Duda, Chief Executive Officer of Johannes Leonardo,  discussed the fundamentals of the business and how to transcend the hype.

Attendee Patricia Garcia, Marketing Assistant at NTENT, reflected on the valuable takeaways from the evening. Read more below!

Reflections of a Young Advertising Professional

Patricia Garcia, Marketing Assistant at NTENT

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As someone who works in marketing for a digital advertising start up, NTENT, my job is to take these learnings and implement them into our business model while we work to cement our brand. I look forward to applying what I learned from this discussion to internal conversations at my company and am eager to continue to develop as a young digital advertiser with The ADVERTISING Club of New York’s Advertising & Marketing Series. Here were my key takeaways:

The Advertising Space is Cluttered. 80% of CEOs think their products are different and one-of-a-kind, but only 8% of consumers agree with them. So what’s the issue? In our age of information, consumers are constantly being bombarded by messages from various companies all claiming to do the same thing, leading to a confusion of brands.

Your Brand is Everything. What is a brand? A brand is everything – your employees, mission statement, set of values, site and product experience. Even the intangible emotional aspects associated with a brand adds to your brand. Duda believes: the most potent marketing strategy is when your brand strategy equals your business strategy. In his opinion, a brand can be even more powerful and elevate a company further than the actual products.

  • BRAND > PRODUCT
    • Duda explained that often times, a company’s brand or perceived value affects a consumer’s decision to purchase or not. You might have the best product in the world, but if nobody knows what it is or understands why they should want it, no one is going to buy it. 
  • STORY > ATTRIBUTES.
    • Creating a good brand story can be even more effective in increasing sales than focusing solely on product attributes. TOMS is the perfect example of this—the brand has seen huge success by focusing less on their shoes and more on the fact that they will donate one pair for every pair sold.
  • BRAND VALUE > SALES.
    • A brand’s perceived value can not only elevate sales, but can also be more valuable than sales generated. A Coca-Cola Executive explained that “if Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business”.

It’s Easier to Create a Product Than to Convince People to Want it. A good brand strategy can help your business stand out from your competitors by adding value to your offer and connecting to and engaging with your consumers. Duda quoted Apple’s co-founder, Steve Wozniak, in saying that “it’s a lot easier to think of an app and write it than to convince people to buy it.”

Congratulating The 2014 Adweek 50!

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Each year, Adweek selects an esteemed group of “movers and shakers” who are influencing the world’s top brands. This year, we were thrilled to see so many AD Club members, sponsors, and friends represented in this impressive group of individuals, who are working tirelessly to making this industry a better and more innovative place. Congratulations to this year’s Adweek 50, may we all be inspired by your dedication to raising the bar for advertisers and marketers across the globe!

Check out the full list here.

NYC Tourism: For the world, it’s the trip of a lifetime. For you, it’s a subway ride away.

NYC & Company, the marketing arm of New York City, is targeting its very own in a tourism campaign, which encourages New Yorkers to get out and explore the five boroughs of this great city many of us call home. The “See Your City” campaign, which will last three months, was created in-house and channels the visual elements of vintage travel posters. Check out the 10 showcased must-sees here. Some destinations include DUMBO in Brooklyn, Van Cortlandt Park in the Bronx, Long Island City in Queens, Harlem in Manhattan and St. George in Staten Island. Hopefully this will inspire many to go out and explore!

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Check out the campaign coverage in this Adweek article!