AD Club Board Chair Laurel Rossi Talks Gender Pay Gap in Fast Company

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FIXING AN OVERLOOKED ELEMENT OF THE GENDER PAY GAP

BIAS AGAINST THOSE IN CARETAKER ROLES COULD BE A HIDDEN ELEMENT OF THE PAY GAP, BUT ONE THAT CAN BE FIXED.

**This article originally appeared on FastCompany.com

Gina Grillo Talks Diversity in Ad Age

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The Advertising Industry Needs Diverse Leadership to Thrive

As U.S. Nears Diversity Tipping Point, Ad Industry Needs to Take the Lead

By . Published on April 23, 2015

It’s been said for years that the demographic makeup of the U.S. is headed for a seismic shift — that the non-Hispanic white majority would eventually become a minority. A recent report from the U.S. Census Bureau shows that this is happening even faster than anyone thought before. Projections for the tipping point when non-Hispanic whites would no longer account for more than 50% of the population were initially pegged at the year 2050.

As reported in a recent Ad Age article, updates from the Census Bureau have pushed this date up to 2044. While the overall rate of population growth is slowing due to declining birth rates, because of years of steady immigration the country is diversifying at a pace never before seen in our history. In 2044, the U.S. will be 49.7% white (compared with 63% today), 25% Hispanic (compared with 17% today), 12.7% black, 7.9% percent Asian and 3.7% multiracial.

As an industry that exists to communicate with consumers of all backgrounds and walks of life, the advertising industry stands to benefit more than most by cultivating a highly diverse and inclusive environment that reflects the changing demographics around us. According to the Bureau of Labor Statistics, of the 582,000 Americans employed in advertising and communications in 2014, less than half are women, 6.6% are black or African American, 5.7% are Asian and 10.5% are Hispanic. Together, we can change this.

Diversity of thought is powerful. We need to become the industry that embraces a vast array of talent from different ethnic and racial backgrounds, while also making a real effort to recruit people of different cultural experiences, ages, genders, religions, sexual orientations and lifestyles. This will give us the insights and the skills to evolve alongside the massive demographic, technological and social shifts that we’ll see in the coming decades.

One company that has taken diversity very seriously and benefitted from it in interesting ways is NovartisPharmaceuticals. Its commitment to diversity and inclusion in hiring and promotion is one of the many things the company has done that landed it the top spot on Diversity Inc’s Top 50 list, which assesses diversity management in corporate America and around the world.

But Novartis goes far beyond just hiring employees from diverse backgrounds. The company supports employees in their work and gains valuable business insights from them though voluntary resource groups that bring together employees of similar backgrounds — from ethnic groups to veterans, women, working parents and those affected by cancer. These groups benefit employees through career development and networking, and they benefit the company because they are an innovative way for Novartis to conduct research, gain new perspectives and find culturally competent insights without even having to look outside the company. A strategy like this would be powerful for any business, but could be a game-changer in the ad industry.

Encouraging diversity and inclusiveness in our industry isn’t only a matter of fairness and ethics — it’s also smart business. In a recent study by McKinsey and Co. on the effects of top-team diversity at a wide range of international businesses, the findings were incredibly telling: “For companies ranking in the top quartile of executive-board diversity, ROEs (returns on equity) were 53% higher, on average, than they were for those in the bottom quartile.” The same study found that U.S. public companies with diverse executive boards have a 95% higher return on equity than those without.

While the numbers alone should be a call to action for leaders in the ad industry in our community, I think the real takeaway is that by building diverse leadership teams that reflect where our country’s demographics are headed, executives can lead by example, showing their rank and file that they promote and support diversity at every level.

For starters, diverse teams are more creative and innovative. New perspectives, constructive conflict resolution and fresh problem-solving approaches come to the forefront when people of varied backgrounds work together. Studies have shown that teams made up of people with diverse experiences outperform groups of like-minded experts. When this sort of thinking is allowed to flourish in a leadership team, that’s when companies see the real benefits of diverse staffing.

Diversity at the top also sends a clear message to employees. Corporate cultures that embrace diverse leadership in an authentic way attract and retain the best talent at all levels. This should be a wake-up call that hiring diverse employees at the entry level and filling quotas isn’t the best way to create a diverse and innovative team. There also needs to be grooming and promotion of staff from different backgrounds, generations and cultures all the way up the ranks, and executive searches need to look outside of the advertising world to attract fresh talent.

In advertising, building a staff with varied perspectives and knowledge about cultural nuances is crucial. Without it, there’s no way to communicate authentically in an ever more globalized business environment or in an America that grows more diverse by the day. We all need to do a better job of not just attracting talent from diverse backgrounds, but retaining and promoting them if we’re going to stay relevant going forward.

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*This article was originally published on AdAge.com – link here.

MARCEL WINS BEST IN SHOW GRANDY FOR “INGLORIOUS FRUITS AND VEGETABLES” AT 51st ANNUAL INTERNATIONAL ANDY AWARDS

Intermarché Wins 2nd Annual Bravery Award

Leading Agency Network Leo Burnett wins 22 Awards Honoring Work Across Worldwide Offices

Other Top Winners Include adamandeveDDB, SS+K and R/GA

New York, NY – April 23, 2015 – The 2015 International ANDY Awards have announced this year’s winners in recognition of their creativity and bravery. The ANDY Awards gives its most prestigious honor, The GRANDY, to the agency that defines what it takes to be a bold leader without limitations. This year’s GRANDY has been awarded to Marcel for the Inglorious Fruits and Vegetables campaign in the Sustainability category.

Jury Chair Colleen DeCourcy, Partner/Global Executive Creative Director of Wieden + Kennedy, led the global jury in evaluating and recognizing the bravest creative work from around the world.

The 2015 ANDY Awards Show and Party took place on April 22nd at Marquee in NYC to honor each award recipient. Sponsors of this year’s show include: Amazon Media Group, Columbia Records, Post Factory NY, and Wieden + Kennedy.

As the GRANDY winner, Marcel receives the recognition as Best in Show and a $50,000 cash award. Being the first advertising award show of the season, the ANDYs predict subsequent shows throughout the year.

Each year, people throw over 300 million tons of fruits and vegetables away worldwide. Why? It is mainly because of their appearance. As the European Union made 2014 the year against food waste, Intermarché, the third largest supermarket chain in France, decided to try and change their customers’ perceptions of imperfect produce. Intermarché and Marcel launched “the inglorious fruits and vegetables,” a campaign to rehabilitate the fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon.

The winner of this year’s coveted Richard T. O’Reilly Award for Outstanding Public Service Campaign, which includes a $10,000 cash prize donated to the charity, was Leo Burnett London for the Suffocation campaign. This powerful campaign to support charity Karma Nirvana, working in partnership with Cosmopolitan magazine, used a magazine cover wrap commonly found around women’s magazines to drive awareness of girls who have lost their lives to honor killings – girls like Shafilea Ahmed who was suffocated with a plastic bag by her parents for embracing western culture and bringing ‘shame’ on her family. An annual Day of Memory for the British victims lost to honor killings has been declared for July 14th.

The winner of the Glenn C. Smith Award and Scholarship, named in honor of a past ANDY Chairman and given to the Best in Show student winner, was Sungrok Choi from Sookmyung Womens University for the Scent Paint Project. Through this new painting concept, visually disabled people are provided an experience that allows them to distinguish the difference between various colors through the sense of smell.

For its 50th anniversary in 2014, The ANDYs introduced a new award category, the Bravery Awards, honoring the bravest marketers. This year’s winner was Intermarché for the Inglorious Fruits and Vegetables campaign in the Sustainability category.

“The bravest work stands the test of time, breaks through, provokes change, creates an impact and reminds us of our humanity, and Intermarché really achieved that,” said 2015 ANDYs Chair Colleen DeCourcy. “With just one campaign, they successfully changed the perceptions of a large and diverse audience. Bravery and creativity are the linchpins of advertising, and we need marketers like Intermarché to keep pushing us in the right direction for a braver future industry.”

The Top Winners

The agency networks that won the most 2015 ANDY awards are:

  • Leo Burnett, with a total of 22 awards (1 Best of Show, 6 Gold, 13 Silver, 2 Bronze) for London, Toronto, Sydney, Milan, Sao Paulo, Hong Kong, and Chicago.
  • adamandeveDDB, with a total of 8 awards (4 Gold, 4 Silver) for London.
  • SS+K, with a total of 7 awards (4 Gold, 2 Silver, 1 Bronze) for New York.
  • R/GA, with a total of 6 awards (1 Gold, 3 Silver, 2 Bronze) for New York, Los Angeles and London.
  • BBDO, with a total of 6 awards (6 Bronze) for London, New York and Sao Paulo.
  • Anomaly, with a total of 5 awards (1 Gold, 3 Silver, 1 Bronze) for New York.
  • Wieden + Kennedy, with a total of 4 awards (4 Silver) with Passion Pictures and Somesuch for London and Portland.
  • Red Fuse Communications Hong Kong (Y&R), with a total of 2 awards (2 Silver) for Hong Kong.
  • DDB Canada, with a total of 2 awards (1 Gold, 1 Bronze) for Toronto.
  • The Cyranos-McCann, with a total of 2 awards (1 Silver, 1 Bronze) for Barcelona.
  • FCB BRASIL, with a total of 2 awards (1 Silver, 1 Bronze) for Sao Paulo.
  • North Kingdom, with a total of 2 awards (1 Silver, 1 Bronze) for

Other winners include: Marcel (1 Gold), AKQA London & Shanghai (1 Gold), GPY&R Sydney / VML Australia (1 Gold), Herezie (1 Gold), ROSAPARK (1 Silver), Santo Buenos Aires (1 Silver), TBWA-Chiat-Day LA (1 Silver), Venables Bell & Partners (1 Silver), Mullen (1 Silver), Del Campo Saatchi & Saatchi (1 Bronze), Fallon (1 Bronze), 72andSunny (1 Bronze), Droga5 (1 Bronze), Barton F. Graf 9000 (1 Bronze), Deutsch (2 Bronze) and TBWA Paris (2 Bronze).

Student winners included Sookmyung Women’s University (1 Gold, 1 Silver, 1 Bronze), Fh Dortmund FB Design (1 Gold), SVA (1 Gold, 1 Silver, 1 Bronze), Miami Ad School / ESPM (1 Silver, 1 Bronze), Miami Ad School Europe (1 Silver, 1 Bronze), Westerdals School of Communications (1 Silver) and Filmakademie Baden-Württemberg (1 Bronze).

“What continues to drive the ANDYs are the brave creatives who demonstrate the power that creativity can contribute for good. Whether that means an ad that raises awareness of a life-threatening issue or a campaign that aims to reduce global food waste, the best, most innovative work is always courageous,” said Gina Grillo, President & CEO of The AD Club of New York and The International ANDY Awards. “Colleen and the jury set the bar high for work that pushes boundaries and boldly goes places our industry have not been before.”

The 2015 ANDY Awards Jury was a collection of the greatest creative talent in the world, who came together in Costa Rica to deliberate over the best and bravest ideas from the past 12 months. Of the 22 judges, 32% were women, 32% were from outside the US and 36% were digital, bringing diverse perspectives together to evaluate the creativity and bravery of the entrants. See the full 2015 jury here.

About The ADVERTISING Club of New York

The ADVERTISING Club of New York is the advertising industry’s leading organization, providing members access to a network of thought leaders, the fuel for creativity, greater diversity, and the best training for professional development. The AD Club represents the vision and mission of a vibrant international advertising community across crafts, uniting professionals around a shared experience and passion in the name of exchanging ideas and best practices for business. www.theadvertisingclub.org

2015 Corporate Sponsor: Amazon Media Group

Start with the customer and work backwards. At Amazon, that philosophy has guided our priorities since 1995. We consistently work to innovate on behalf of our customers to deliver low prices, broad selection and convenience. At Amazon Media Group our mission is to extend that philosophy to our advertising customers. We’re building tools that allow marketers to reach the right audience with their marketing messages, delivered within innovative environments that offer seamless integration into the Amazon customer experience. To learn more, visit www.amazonmediagroup.com.

Here’s What Happened at Ad Age’s Digital Conference Last Week

Original article from Advertising Age can be found here.

Master Marketers Tackled the Biggest Issues in Digital Like Storytelling vs. Storymaking

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Credit: Photos by Patrick Butler

More than 600 participants descended on Manhattan’s Pier 36, aka Basketball City, last week for Ad Age’s ninth annual Digital Conference. This time it carried a “post-digital” theme — because what isn’t digital now? — and a secondary theme of “storymaking,” which can improve, in many cases, on pre-digital storytelling. The event starred master marketers from top brands including Beats, Visa, Kraft, MasterCard, IBM, Frito-Lay,Nickelodeon, Taco Bell, Philips and more.

“WHY DO YOU HAVE SOMETHING TO SAY? WHAT MAKES YOU CREDIBLE ON THAT SUBJECT?”

—Tressie Lieberman

Taco Bell’s senior director of digital marketing platforms and social engagement, on the questions marketers should ask before inserting themselves into conversations. “Real-time marketing just drives me bananas when it’s done in a way that’s not authentic,” she added.

SPEAKING THEIR LANGUAGE

When Burger King took Chicken Fries off its menu in 2012, it almost immediately saw social-media chatter demanding their return, often including plenty of distressed emojis, CMO Eric Hirschhorn said during a panel titled “The Story Makers.” So when the brand reintroduced Chicken Fries last month, its campaign featured a new smartphone keyboard of (happier) Chicken Fries emojis.

BREAKING STUFF, INCLUDING YOUR OWN ADS

Beats Electronics “was built on the back of bloggers,” Beats CMO Omar Johnson told Ad Age’s Natalie Zmuda on stage. Those culturally-attuned bloggers, hired by Mr. Johnson, engendered a Facebook-like “move fast and break stuff” culture. That came in handy a few years ago when Beats had to abruptly overhaul a Black Friday national TV ad because, a week before the planned air date, Beats stakeholder Will.i.am announced that he hated the song it used. Mr. Johnson’s team shot a new spot with Will.i.am that same day and edited it that night.

OH CRAP

Kraft’s Julie Fleischer stuck by her widely quoted claim that 90% of data is crap, which she originally made at Ad Age’s Data Conference last fall. (“It’s become my calling card,” she said.) But the marketing giant’s senior director of data, content and media also built on her declaration. “First-party data is not crap,” she told attendees in a joint presentation with her colleague Bob Rupczynski, VP-media and consumer engagement. Kraft has assembled a team of 160 employees to dig into the company’s data in order to determine its context, she said: “Data needs to be vetted and understood and interrogated to have meaning.”

IMPROVING VISIBILITY

Some details about a much-discussed pact came into focus when Condé Nast talked about its agreement to charge GroupM only for online ads that appear entirely in view on web surfers’ screens. It turns out that the deal encompasses web-standard squares and rectangles but not sponsored posts, sponsorship deals and ad formats custom to Condé Nast, whose sites includeVogue.com, Style.com and BonAppetit.com. “The deal is not intended to create issues for those types of really high-end, high-quality executions,” said Lisa Valentino, senior VP-digital sales, Condé Nast, who appeared with Rob Norman, group chief digital officer, GroupM. That’s a relief to publishers who couldn’t understand how Condé could live up to its promise when it was announced in November.

“THEY DON’T TEACH THIS IN BUSINESS SCHOOL
#AADIGITAL #DATALITERACY”

—Conference attendee Kofi Frimpong (@TheRealKofi) on Twitter

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Rosario Dawson talks about celebrity, social media and brands at the Ad Age Digital Conference. Credit: Patrick Butler

“JUST SAY IT”

—”Kids,” “Top Five” and “Daredevil” star Rosario Dawson to celebs that don’t want to admit brands pay for some of their tweets. Ms. Dawson appeared with WhoSay CEO Steve Ellis on Tuesday afternoon; Ad Age’s Nat Ives moderated. It helps Ms. Dawson to find projects she can get behind, like the Lexus program via WhoSay that also promoted her fashion company Studio 189. When an audience suspects a celebrity isn’t sincere, “you’ve already lost them,” she said.

NAVIGATING A CHANGING SOCIAL MEDIA LANDSCAPE

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The marketing communications industry has seen significant change over the past few years, and to help navigate the changing industry, lawyers from Davis & Gilbert LLP produced their annual 2014 Lessons Learned/2015 Practical Advice. The document highlights major developments in the marketing communications industry, and offer tips and best practices for marketers and their agencies in the coming year.

Over the next few months, AD Club Insider will share sections from Davis & Gilbert’s 2014 Lessons Learned/2015 Practical Advice starting with social media.

Social Media:

After Arby’s posted its now-famous tweet to Pharrell Williams at last year’s Grammy awards, many companies began to question whether different advertising laws applied to social media. That was until Duane Reade re-tweeted a photo of actress Katherine Heigl exiting a Duane Reade with the caption “Even @KatieHeigl can’t resist shopping #NYC’s favorite drugstore.” Heigl filed a $6 million lawsuit against the drugstore claiming that the social media posts violated her right of publicity by using her name and image without her consent. Although the suit ultimately settled for an undisclosed sum, it serves as a reminder to the industry about the risks of using celebrities’ names, images, social media handles and quotations for a commercial purpose without their permission.

The White House also made clear that companies should not use the President’s likeness to promote a product, even on social media. While the White House did not institute formal action against Samsung, it had “conversations” with the company after David Ortiz – Boston Red Sox pitcher and Samsung spokesperson – took a selfie with President Obama, and Samsung re-tweeted the photo to millions of its followers.

While social media platforms routinely update their policies, no platform does it as frequently as Facebook. As of November 5th, Facebook barred companies from engaging in “like-gated” promotions. Under the new policy, companies can no longer incentivize consumers to “like” a brand’s Facebook page.

Regulators also increased their oversight of companies’ social media campaigns. Most notably, the Federal Trade Commission (FTC) investigated Cole Haan’s Pinterest promotion and found that contestants’ pinning of the company’s products constituted endorsements and the fact that contestants received an entry into the contest was a material connection that needed to be disclosed. While the FTC decided not to pursue formal action, the investigation serves as reminder that promotions must comply with the FTC’s Endorsement and Testimonial Guides.

The Food and Drug Administration (FDA) also issued long-awaited draft guidelines for pharmaceutical companies using social media platforms. The draft guidelines made clear that pharmaceutical companies are required to follow all of the promotional labeling rules, even where the space constraints of social media might make that an impossible exercise.

Looking Ahead:                  

  • Marketers should recognize that commercial usage on social media platforms differ significantly from personal usage, particularly when it comes to the use of celebrities’ names and likenesses.
  • Marketers should actively manage and monitor their social media campaigns and feeds during live events in accordance with moderation guidelines developed by their marketing and legal teams.
  • Marketers should ensure that their written social media policies require endorsers to make appropriate disclosures in social media posts.
  • Marketers should expect increased scrutiny from regulatory agencies with respect to endorsement issues on social media platforms.

Authors:

Allison Fitzpatrick, Partner

Gary A. Kibel, Partner

Vejay G. Lalla, Partner

Joseph J. Lewczak, Partner

Rohini C. Gokhale, Associate

What can we learn from March Madness? How to win the big pitch.

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Joe King, Group Account Director, mono

My coworkers know that I’m an avid fan of March Madness. In fact, they’re tired of hearing about it.

Like most, I tune in for the chaos, the upsets and the fact that I can cheer for teams like the Osprey and Anteaters. But I realized something more this year. March Madness is the ultimate study of winning. And like a pitch, it’s one and done, for all the marbles.

So what could we learn from this? Yes, it takes talent. Kentucky has cornered the market on that. But why is it that some teams make it back to the Final Four consistently? I see four themes of winning from the tournament.

Focus

I recently heard Michigan State coach Tom Izzo interviewed on why he has been so successful. Izzo has gone to eighteen straight tournaments, including seven Final Fours. This year, despite a less than typical Izzo cast, he got his seventh seeded Spartans to the Final Four again.

When interviewed, Izzo said to win the NCAA tournament a team needs to win six consecutive games, and that’s very daunting. So he breaks it down for his team. The tournament is three weekends long, and each weekend sees the team traveling to a different city to play two games. To gain focus, Izzo treats it like three mini-tournaments. He focuses his team on that weekend only, building it up as an individual tournament to win.

At mono, we approach a pitch the same way, by keeping immediate goals in sharp focus. We talk about winning every meeting along the way. We break big projects down and conquer them phase by phase.

By focusing in increments, we can win the moment and secure a critical building block to overall success. 

Preparation

Izzo goes on to talk about how he gets ready for his mini tournaments. He typically has only three days to prepare. On Monday, Izzo and his coaches split up the three teams they may play. They focus on the most relevant film for the weekend and then commit to a game plan for the initial match up. Tuesday and Wednesday are spent with the players rehearsing their game plan and preparing for every move they need to make. By Thursday, the Spartans know they are the most prepared team on the floor.

A common mistake in business is to forget that we also need to practice. Just like those intense Izzo run-throughs, before a pitch at mono, we rehearse every move we want to make.

From the open to the hand-offs to the power close, every detail matters. In the days before a big meeting, we sit together in a room and go through each of our parts. We are open to coaching and we help each other out. The day before our last big pitch I remember a colleague reminding me that I need to present “bigger.” He told me to be more animated, to use my hands when I talk.  Twenty-four hours later, I felt myself speaking with presence like never before. It was because I took the coaching to heart and then put in the work to rehearse.

Passion

Occasionally, my wife wanders into the basement in March. During the Elite 8, she walked by looking at the TV and said “Is that guy crying?” I couldn’t answer right away, as I was a little choked up myself. But that’s what makes March Madness great. People care so much. And while we may not have that much inherent passion for each project at work, we need to make it feel that way. It’s a big part of what can set a business apart.

Last year we pitched an electrolyte water. Amidst the reams of papers our team read, someone discovered that the elements of the water could actually create an electrical current. That insight had a fun connection to the campaign we were showing and our team ended up doing a little science experiment to power a light bulb in our pitch meeting. Now, that didn’t win the pitch on it’s own, but it sure showed the client that we had done our homework and that we cared a hell of a lot about their business.

Conviction

The Wisconsin Badgers have made it to consecutive Final Fours and are a ridiculous 116-3 over the last five years when leading a game with five minutes to play. That’s pretty damn good in crunch time. The main reason? They believe they will win.

We’ve found the same in business. If we go into a pitch or meeting completely believing in our story, we typically win. Remember that whatever you are selling, people need to believe in. And that starts with your conviction.

Just like the hoops programs I admire the most, I now know if my team walks into a pitch with focus, preparation, passion and conviction, we’ll be cutting down the nets at the end.

Full recap of AD Club’s Annual 2015 Media:NOW Conference!

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AD Club Leaders and partners came together for our annual Media:NOW Conference and made it truly remarkable. One of the biggest takeaways from 2015’s Media:NOW event was how to think more like the consumer; the more brands, marketers and advertisers think about the behaviors of the person behind the screen, the more responsive that person will be to the product.

We want to thank our keynote speakers Linda Boff of GE and Chris Hayek of Shell, along with our wonderful and insightful moderators and panelists: Brian Morrissey of Digiday, Martin Cass of Assembly & MDC Media Partners, Anna Fieler of POPSUGAR Inc., Robin Koval of American Legacy Foundation, Rob Master of Unilever, Donna Speciale of Turner Broadcasting, Christine Osekoski of Fast Company Magazine, David Beebe of Marriott International, Kodi Foster of Outbrain and Kern Schireson of Viacom.

We also want to thank our sponsors Lamar AdvertisingThe New York PostTurner Broadcasting and Yahoo! for making Media:NOW 2015 possible – we can’t thank you enough!

Advertising Club Media:NOW Strategy Ascending. The Lighthouse, NYC

Linda Boff spoke about why GE, a company still widely known for their appliances, is in fact a very innovation-driven, contemporary company. GE stays contemporary because they do their business based around how a person behaves. This means that GE strives to be approachable, human, funny, and always to seem like a person rather than a multi-national company.

Thomas Edison, who founded GE, influenced the business since its inception to connect with people and spend time with them instead of treating them like facts or numbers.

“You have to market in today’s world,” Linda said. She touched on the five different key points on how to market today and to people, not screens.

  1. Brands should have the mindset of a programmer
  2. Everything can be media; brands should still think about take the roll of tech and innovation but in a contemporary way.
    • “Everything can be media – light is media, commerce is media, and they are smart, connected and intelligent.”
  3. Along with publishing the right content, you have to publish on the right platforms and be mindful of why it’s meaningful to consumers.
    • The user is king. I think content and context is important, but if we forget that someone is behind this, we fail.”
  4. “Copycats will fall flat on their faces.” What works for one brand, won’t work for others. Be authentic to your brand and make it work that way rather than copying what others have done in the past.
  5. “Shout louder than you spend.” Stretch every dollar you have. Example is GE’s first few Vines cost a few dollars and won a Lion. You don’t need to have a big fund to fund a big idea.

Advertising Club Media:NOW Strategy Ascending. The Lighthouse, NYC

Our first panel that featured Brian Morrissey, Martin Cass, Anna Fieler, Robin Koval, Rob Master and Donna Speciale, discussed that Millennials want content and that digital content is the new me-time. Their world’s view is different from everyone else’s, so when they want content, they want content now.

Advertisers and marketers need to figure out what that content is and which platform to put it on. What worked for TV won’t work for digital, and so on. To understand this, marketers must realize that the consumer is a person, not just a number behind their statistics.

Marketers are now rethinking their content strategies and are now building a consumer-brand trust, which means that they must build capabilities that creates content for the brand and makes conversations more personal rather than technical.

User-experience is the key. The definition of a media brand is changing, and marketers must be true now more than ever to the brand.

In order to publish the right content, this forces creators to be much more dynamic; they can no longer rely on one platform. Brands have to be relevant and aware of their consumers.

Advertising Club Media:NOW Strategy Ascending. The Lighthouse, NYC

Our second panel that featured Christine Osekoski, David Beebe, Kodi Foster and Kern Schireson, touched on creating rich, creative content. David Beebe of Marriott International spoke on their first short-form video, “Two Bellmen” and why short videos are the best approach to reach the consumer today.

Brands must think about what they create that is user-friendly and to always give to the consumer since everything starts with the consumer value. Millennials specifically love creative content, and respond better to that. According to Kodi Foster, “74% of the time, people turn on the Internet and they’re just browsing; they’re not intent driven. We look at what’s really going to be utility for the user.” For the consumer, brands must always start with the principle of reciprocity to always give since everything starts with the consumer value.

Brands must also be relevant, particularly to the younger audiences, or else brands won’t last long. In order to engage with the consumer, brands must remember that behind their marketing strategy and tactics, there is a person behind it.

Advertising Club Media:NOW Strategy Ascending. The Lighthouse, NYC

Lastly, our closing keynote speaker Chris Hayek in a conversation with Stephanie Fierman of Mediacom, touched on the fact that there are two different kinds of consumers: The DIY consumer, and the DITM (do-it-for-me) consumer. Brands must focus on both, not one over the other.

In order to do this, brands should be less focused on the technical aspects when there is a better response to marketing from an emotional place.

Chris’ example was looking towards music and how using this emotional medium can be effective to reach those (Millennials) who wouldn’t necessarily be into a certain product, like motor oil. Though brands should be different from one another, they should also be relevant in today’s world.

“A great marketer can create any product no matter how utilitarian it is.”

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We can’t wait to see what brands, marketers and advertisers are up to this year in a world where the user now more than ever is king.

Key takeaways from “Redefining Bravery” at Advertising Week Europe!

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Last week, we watched our industry’s bravest leaders share the stage during Redefining Bravery at Advertising Week Europe talk about what it takes to be a truly courageous creative in our industry. We want to thank ANDY 2015 Jury Chair and moderator Colleen DeCourcy of W+K along with speakers Laura Jordan Bambach of Mr. President, Robert Doubal of McCann London, Ben Mooge and Andy Sandoz of Havas Work Club, and Ben Tollett of adam&evenDDB for being a part of this truly brave event. Here are the key takeaways below:

Ben Tollett opened Redefining Bravery with a bang by presenting his ‘Stupid Speech’ equipped with Stupid Tips for creatives who truly have the guts to be brave in advertising.

Stupid Tips by Ben Tollett:

  1. If you don’t know how to do something, do it anyway.
  2. Stop having ideas of your own. The best ideas are everywhere, and they belong to everyone.
  3. Make things really difficult for yourself.
  4. Don’t use your brain.
  5. It’s not a bad thing to stand out, be different, be the odd one out.

“It’s not just smart to be stupid, it’s brave.”

Our second speaker Ben Mooge did the bravest thing of all during his presentation – he didn’t speak. Though he was silent, his rules of bravery were not: be selfish, be rude and be manipulative. Being selfish helps with collaboration, being rude makes you become heard, and being manipulative helps people see your ideas.

“Those three things are the antithesis to what we’ve been discussing, and I love it,” Colleen said.

Next up was Robert Doubal, who taught us that we need to be brave enough to use the three keys to persuasion – pathos, logos and ethos – in our work. More importantly, we must seek out creativity, which “is the source to all goodness,” he said.

It’s actually our duty to pursue the amazing. Creativity is about doing new things that includes a great deal of bravery.”

“[The] opposite of bravery isn’t weakness, it’s laziness,” said our final speaker, Laura Bambach. She noted that along with being brave creatives, we must bring out that bravery and creativity in others, and that it is everyone’s job to. We shouldn’t be thinking of only ourselves becoming rockstars in our industry, but advertising is a time to make others shine. “It doesn’t feel like bravery if you love what you do.”

“I don’t think we want to go backwards,” Colleen said. Whatever we need to learn from the past, we already did. This group of people is about what we’re doing in the future. For this very brave panel, thank you.”

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

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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!