AD Club of New York Presents 2015 Action Awards to Diversity Advocates at Media:NOW Conference

IMG_6484

At Media:NOW 2015 we celebrated our valued members and partners who won AD Club of NY’s Action Awards! They have made it a priority to honor and advocate diversity and inclusion in the industry through MEDIACTION, AD Club’s largest fundraiser. Check it out HERE!

Tomorrow is Media:NOW 2015 – Don’t miss GE, Turner Broadcasting, Viacom and more!

Print

Register NOW for AD Club of NY’s annual Media:NOW Conference which focuses on why creating a more strategic foundation for consumer connections is more critical than ever. The event will take place tomorrow, Tuesday, March 31 at The Lighthouse at Chelsea Piers from 8am-12pm. Innovative advertising, marketing and media thought leaders will explore topics such as how to create new channels of communication and how we can develop meaningful content, going far beyond the borders of linear communication.

Speakers include:

  • Linda Boff, Executive Director, Global Brand Marketing, GE
  • Chris Hayek, Global Brand Director, Shell Lubricants
  • Brian Morrissey, President & Editor-In-Chief, Digiday
  • Martin Cass, CEO, Assembly & MDC Media Partners
  • Anna Fieler, EVP Marketing, POPSUGAR Inc.
  • Robin Koval, CEO & President, American Legacy Foundation
  • Rob Master, Vice President Global Media, Category and Partnerships, Unilever
  • Donna Speciale, President, Ad Sales, Turner Broadcasting
  • Christine Osekoski, Publisher, Fast Company Magazine
  • David Beebe, VP, Global Creative & Content Marketing, Marriott International
  • Kodi Foster, Head of Brand Initiatives, Outbrain
  • Kern SchiresonEVP Data Strategy & Consumer Intelligence, Viacom

Click HERE to register today!

Ben Tollett on Redefining Bravery

adam&eveDDB’s joint ECD offers insightful thought ahead of his Advertising Week Europe session later today.

The International ANDYs return to advertising Week Europe later today after a stimulating session themed on defining creative bravery last year led by Droga5 creative chairman and ANDY Award chair David Droga.

This time round, an esteemed panel led by 2015 chair and Wieden+Kennedy partner/global ECD, Colleen DeCourcy, takes to the stage to head up this year’s installment. Picking up where last seminar left off, this year the group – includingadam&eveDDB joint ECD Ben Tollett; Havas Work Club creative partners Andy Sandoz and Ben Mooge; McCann London co-president & CCO Robert Doubal; and Mr. President creative partner, Laura Jordan Bambach – will revisit the subject in a session called Redefining Bravery at the ITV Stage and below, Tollett offers a taste of the discussion and his own thoughts surrounding it.

Last year the panel came together to discuss and define what it means to be brave. What is your own personal definition of bravery – either in or away from creativity?

I don’t think writing ads can ever really be considered brave. Brave is risking your life to fight Ebola, reporting from a war zone, or coping with a terminal illness. But if you happen to have a really nice job writing ads then being brave means being willing to get things wrong. You’ve got to be up for looking stupid. Very often, the best way to arrive at a good creative idea is to stumble through a bunch of ideas that are pretty ropey.

At this session last year, David Droga spoke about the industry’s ability to potentially influence almost anything in the world. What are your thoughts on that?

Yup, definitely. We have the ability to advertise any product or cause to almost anyone. It’s one of the things that makes advertising such a powerful way of communicating. What makes ideas really great is when they’re opened up to lots of different people, so they become as big as they can be.

Do agencies need to fight more for brave creative? Is it lazy to put it all on the client, or do you have a duty to take them out of their comfort zone, do you think?

In my experience, the best work tends to happen when people are completely comfortable taking the difficult decisions. Not just clients, but account men, planners, creatives. We’re all in this together, working as a team. Creating a piece of work is a process that can take many months, and at different stages different people will take the lead. If it all feels a bit too easy, that normally means something isn’t quite right. It often means we need to push ourselves a bit harder to try something new.

Would you agree it’s okay to break the rules to be brave in your work, as long as it resonates and has a positive/constructive effect?

Totally! If you want to make work that gets noticed, it’s got to be different to everything else that’s out there. It’s rarely a bad thing to stand out, to be different or to be the lone voice. To other people, it can seem like a stupid thing. But it’s rarely the wrong thing.

What advice would you give to ‘brave’ creatives whose work doesn’t see the light of day because it has been considered too much of a risk?

The trick is creating the work that you want to make, that people also want to buy. But if you can’t persuade people to embrace your creative idea then have another idea. And another one. Be relentless. Keep going until you find an idea they do like.

Finally, sum up creative bravery in a sentence…

To be truly brave, sometimes you have to be truly stupid.

Robert Doubal on Redefining Bravery

temp_robert copy

McCann London’s co-president & CCO sums up what it means to be ‘brave’ in this piece from Advertising Week Europe.

In the second part of our series on Redefining Bravery surrounding the ANDYs session at Advertising Week Europe today, McCann London’s co-president & chief creative officer offers his thoughts on the subject.

Doubal appears this year as part of a panel led by 2015 ANDYs chair and Wieden+Kennedy partner/global ECD, Colleen DeCourcy. adam&eveDDB joint ECD Ben Tollett; Havas Work Club creative partners Andy Sandoz and Ben Mooge; and Mr. President creative partner, Laura Jordan Bambach will also feature in the discussion on the ITV Stage at BAFTA London.

Last year the panel came together to discuss and define what it means to be brave. What is your own personal definition of bravery – either in or away from creativity?

Bravery is going into an exchange or battle preparing to lose everything over something you believe in. So it never seems that brave at the time. It just seems like the right thing to do. Like saving someone from a river. It’s why heroes always seem so modest.

At this session last year, David Droga spoke about the industry’s ability to potentially influence almost anything in the world. What are your thoughts on that?

I couldn’t agree more. Our industry is terrific at influencing people and affecting behaviour. The skills and practices can and should be applied to other disciplines. I think any meeting room in the world could be improved by having a decent advertising creative in it. Obviously the smell in the room would be different.

Can you tell us a recent example of bravery in advertising, marketing or general comms that you’ve seen or heard about?

Red Bull Stratos was brave. A person could have died for marketing.

Do you think there’s still an overwhelming struggle to convince clients to be braver in today’s world? Or has technological advancement and more platforms helped the situation?

It really is a case by case process. We have some clients who are ahead of the curve. And some who are behind. It’s up to us to react either way. Generally speaking though, the hunger for breakthrough communications has increased with the proliferation of media.

Is it lazy to put it all on the client, or do you have a duty to take them out of their comfort zone, do you think?

It is lazy. I think it’s silly to divorce our ambitions from our clients. It is a partnership designed to take the right steps at the right time. The biggest leaps are always made by going further outside a comfort zone. By definition, rapid progress in any field always feels uncomfortable and requires bravery and that will always be the case.

Would you agree it’s okay to break the rules to be brave in your work, as long as it resonates and has a positive/constructive effect and why?

Certainly. And I’d push a bit further. The rate at which the industry is changing makes the ideas of ‘rules’ limiting. They should be replaced by approaches and desired outcomes. No rules.

What advice would you give to ‘brave’ creatives whose work doesn’t see the light of day because it has been considered too much of a risk?

Keep going. Explain that the word ‘risky’ is often applied to the wrong work. In the need to stand out and stand for something, ‘safe work’ is far riskier than something which is brave. The biggest risk is not being seen or heard.

What do you hope people take away from your session at Advertising Week Europe?

I’d love them to go away inspired and energised. But I’d settle for their litter.

Finally, sum up the message in a sentence…

If you want to convince others around you to be creatively brave, adopt Aristotle’s three modes of persuasion [below].

Ben Mooge on Redefining Bravery

temp_benmooge copy

Originally posted on Shots.net by Ryan Watson

The Havas Work Club creative partner offers his opinions on creating brave campaigns at Advertising Week Europe.

In this latest piece on Redefining Bravery looking ahead to this evening’s ANDYs session at Advertising Week Europe, Havas Work Club’s creative partner, Ben Mooge, offers his thoughts on the theme.

Mooge appears this year as part of a panel led by 2015 ANDYs chair and Wieden+Kennedy partner/global ECD, Colleen DeCourcy. adam&eveDDB joint ECD Ben Tollett; Havas Work Club colleague and creative partner Andy Sandoz; and Mr. President creative partner, Laura Jordan Bambach will also feature in the discussion on the ITV Stage at BAFTA London.

Last year the panel came together to discuss and define what it means to be brave. What is your own personal definition of bravery – either in or away from creativity?

Bravery is telling the truth and not caring about the consequences.

The 50th anniversary of the ANDYs in 2014 was obviously hinged on the bravery theme; how will you build on that this year?

I think we’ll build somewhere else instead…

David Droga spoke about the industry’s ability to potentially influence almost anything in the world. What are your thoughts on that?

It seems to me that anything and everything has the ability to potentially influence almost anything in the world. It would be inexcusable if an industry built on wily, well-timed populism wasn’t contributing.

Can you tell us a recent example of bravery in advertising, marketing or general communications?

The Climate Change Deniers campaign from Barton F. Graf 9000 is the bravest piece of work this industry has been associated with in the last few years, in my honest opinion.

It tells the truth and pulls no punches; no partial circumcision there; no ‘advertising humour’, just full-blown satire in the name of something truly worthy. “Marco Rubio threatens everything in his path” and “if you value your life, please seek shelter from Michele Bachmann” is just such economically brilliant writing.

Where does the responsibility to be brave lie? Is it lazy to put it all on the client, or do you have a duty to take them out of their comfort zone, do you think?

We have a duty to show clients things they haven’t seen, heard or thought of before. Too often ‘comfort zones’ are either a lazy assumption or an excuse. Most of our clients are willing co-pilots in the journey out of the comfort zone towards the interesting quadrant of the brave sector.

What do you hope people take away from your session at Advertising Week Europe?

They look good for their age.

Finally, sum up the message in a sentence…

Be selfish, rude and manipulative.

Redefining Bravery at Advertising Week Europe – Watch it here LIVE!

AdvertisingWeekEurope

Tomorrow on March 25th at Advertising Week Europe, the Redefining Bravery session is happening at 1PM EST/5PM GMT, featuring the 2015 ANDY Awards Jury Chair Colleen DeCourcy of Wieden + Kennedy, and other esteemed panelists: Robert Doubal of McCann London, Laura Jordan Bambach of Mr. President, Ben Mooge and Andy Sandoz of Havas Work Club, and Ben Tollett of adam&eveDDB! Don’t miss this truly remarkable event, where we’re putting bravery and creativity to the test. New creatives are taking over Europe because they’re too stubborn or too stupid to be afraid. The Old Guard is being run by a new guard: the upstarts, the outsiders. This exploration of creative bravery won’t be august or sage, it will just scare the shit out of you.

Watch it live HERE!

Media:NOW’s Keynote Speaker Linda Boff on the Future of Media

linda

The AD Club is thrilled to present Linda Boff, Executive Director, Global Brand Marketing at GE, as the opening keynote at this year’s Media:NOW event on March 31st! GE has always stood at the forefront of innovation, and at GE, Linda is responsible for always being one step ahead when it comes to digital marketing, content and commercial strategy.

So where are the conversations taking place? What do the consumers want to see? With Linda’s vast experience in strategizing about how to cultivate the right relationships between brands and their consumers, we thought we’d to ask her a few questions about the future of media to get warmed up for Media:NOW. Here’s what she had to say…

When it comes to connecting with consumers, what’s the biggest challenge facing a marketer like GE? 

GE is an extremely well-known brand – our awareness is high.  Our challenge is to be relevant and contemporary, to reach new audiences, and to make sure people understand the company we are today.

What innovative tools or methodologies are you using to create meaningful touchpoints with your customers? 

GE has been a very early adopter of many new tech platforms and forms of storytelling.  Because our company has always stood for innovation, our marketing needs to be equally innovative to reinforce the brand DNA.

GE was an early adopter of social platforms like Instagram, Pinterest and Buzzfeed. Does traditional media still matter? What are you placing your bets on? 

Wherever the people we want to talk to are spending their time – TV, mobile, digital – that’s where we place our bets.  We follow the user and try to understand their behavior and how to work within that context.

Does operating as a BtoB company mean you approach consumers differently than a BtoC company would? Do these distinctions still matter? 

Our customers are people and we try to approach all of our marketing in a way that is compelling, interesting and unexpected.  As our CMO likes to say B2B doesn’t mean BORING!

What Are The Biggest Challenges Facing CMOs Today?

cmos

CMOs constantly have to come up with ways not only to keep up with the changing technology, services and trends that we face every day, but they also must stay ahead of the game. The marketing landscape is changing left and right, and CMOs who are at the front lines of these changing landscapes must develop new ways to speak to the consumer and focus on their ever-changing wants and needs. Agency Post asked a few industry experts on what those challenges are. Check it out HERE!

SXSW Live As Told By MRM//McCann

sxmrm

Want a taste of what’s been happening at SXSW? MRM//McCann is participating at the SXSW Festival in Austin again this year with over 20 craftspeople attending from offices all over the world, including Beijing, Paris, Bangkok and Brazil. Their SouthXMRM blog is loaded with content as their Ambassadors embark on their interactive journey from the festival. Check it out and be sure to follow along with #SouthXMRM on social media!

MEC’s Five Key Trends and Takeaways at Mobile World Congress!

 MEC

Last week, we saw an estimated 80,000 makers, thinkers and innovators gather for Mobile World Congress (MWC) held in Barcelona to experience the newest technologies and mobile products from around the world. For the first time, MEC, one of the world’s leading media agency networks, created and curated an exclusive MEC@MWC event for approximately 30 clients to be on the ground, as exhibitors showcased the next wave in wearables, smartphones, tablets and more.  They were among the first to hear some exciting announcements centered around high speed data access, digital payments and infrastructure.

Take a look at the 5 key trends and takeaways that MEC saw at Mobile World Congress!  http://bit.ly/1F9C3v8

You can also follow the #MECatMWC social story here: http://bit.ly/MECatMWC.