13th Annual Stars of Madison Avenue – Shadi Halliwell, Marketing and Creative Director, Harvey Nichols

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To kick off Advertising Week New York, The AD Club of NY hosted its 13th annual Stars of Madison Avenue luncheon, which honored an elite group of brave brands including Harvey Nichols, Burger King, Equinox, Shiseido and Infinity from Comcast. Earlier this year, the AD Club’s International ANDY Awards Jury chose the Stars of Madison Avenue honorees based on their unparalleled dedication to and impact on marketing, commerce, culture and social responsibility through brave and creative work. We sat down with honoree Shadi Halliwell, Harvey Nichols Marketing and Creative Director, to see how she fosters creative and innovative thinking at her company, her advice for future leaders and more. Let’s see what she had to say…

How do you foster creative and innovative thinking in your organization?

The beauty about Harvey Nichols is that we can have a lot of fun with marketing campaigns. As a brand, we have never taken ourselves too seriously and that is the essence of who we are. This fosters a sense of creativity within our own team as well as our creative agency, adam&eveDDB, who we have been working with for over 14 years. I never think of agencies as external partners; they are extensions of the family, and that shows in the output and business successes. We constantly strive to think outside of the box and our teams turn to a wealth of sources from all sorts of categories to inspire innovative thinking. Teams are encouraged to research everything, meet people from all areas of industries, and to get out and about as much as possible – you never know what will inspire you and where a great idea may come from.

What are the most useful resources you would recommend to someone looking to gain perspective on becoming a better leader?

For me, it’s all about the team that you surround yourself with and those creative and business minds. Togetherness is much stronger than working independently and the capacity to learn from one another – even a bad idea can spark thought for the next big thing. Never pigeonhole yourself or your thinking to one business sector. It’s so important to keep up with what’s going on in as many industries as possible, from technology, airlines, restaurants, hotels – anything that’s consumer facing could spark an idea for your next great marketing initiative. My previous background was working in telecommunications and I switched to retail two year ago. I was able to bring my experience and insight to our business to launch Rewards by Harvey Nichols, our loyalty app. When we were researching how we should bring the programme to life, we looked at almost every platform that exists to see what’s out there and what actually works, and very few in retail inspired me. That is why we had to think of something new – what would be different and allow us to stand out. As a team we made that happen.

What one thing do you anticipate will affect your business or industry in the next two years that could have an impact on your marketing?

How we can best reward customers – a loyalty program that works is a game changer for any business. Customers are not loyal to any business unless under exceptional circumstances. We launched our loyalty app in May 2015, taking a customer-led approach to developing the program. Customer choice and personalisation were key guiding principles, and market research showed that the luxury shopper is more interested in receiving exceptional experiences than discounting. So we wanted to launch a range of relevant and personal rewards to our loyal customers, which means shoppers can choose their Reward – whether it’s a one-hour massage or dinner for two at OXO Tower Restaurant on London’s Southbank.  Rewards by Harvey Nichols is the only program of its kind to offer a choice of Rewards every three months, rather than just once a year like many of our competitors. Again, we made this decision based on what we were told – customers don’t want to wait every six months or year, they want them more regularly.

What do you feel are the benefits of working in your industry that you would relay to young people coming in to your industry today?

Working in retail allows you to have a lot of fun. You can be cheeky and provocative, but you have to be flexible. I don’t think trends change in any industry as often as they change in fashion, beauty and hospitality, so you need to be reactive and not too one dimensional in your thinking. As I’ve said, inspiration can come from anywhere, not just the retail industry.

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Ad Age: Harvey Nichols’ Shoplifting Ad Takes Film Grand Prix at Cannes

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Expanding the Footprint for Continued Digital Media Education

by IAB

When IAB developed the Certification Program in 2012, our mission was two-fold. The first part was to create a benchmark so employers, clients, and peers could easily identify if a professional had the baseline knowledge required to perform in their digital media role.

The second part was ensure that Certification Holders continued their professional development throughout their career by keeping their credential active through a continuing education process that requires participants to earn credits. “Why is this necessary?”, we are often asked. The answer is simple: Digital media and advertising changes so fast. New platforms, channels, formats, and measurement tools appear every other quarter. Some stay and some ride off into the sunset. The recertification process (which every professional certification requires) showcases the individual’s commitment to staying “in the know” of what is happening in this highly-technical industry. Remaining certified is about growth, both professionally and personally. We believe this a critical component to keeping our workforce productive, successful, and ahead of the curve.

IAB Learning & Development is excited to announce that we have partnered with a variety of media and advertising organizations to provide expanded opportunities for Certification Holders looking for qualifying educational programs.

This includes online educational content through Adweek and eMarketer (launching September 22.) across a variety of media topics.  We’ve also partnered with advertising and marketing associations across the U.S. including BIMA (Boston), Dallas Fort-Worth Interactive Marketing Association, The Advertising Club (NYC), ThinkLA, and SFBig, to offer a broader selection of in-person classes, panel discussions, and case studies. Participants must simply look for the IAB Recertification Credit logo on the event to see what qualifies.

Certification Holders can find all of these events on our new Recertification hub. With more than 9,500 digital leaders in the program across Sales, Ad Operations and Data, we are thrilled to help in connecting them to more learning opportunities that are both local and accessible.

Our search for these opportunities is not complete as we are growing our network of partners. If your organization offers educational events and programs for digital media and advertising on a regular basis please email us and we’ll evaluate it for a fit.

Learn more at iab.com/certfication

Brexit Likely To Complicate Privacy Issues for Ad Tech Companies

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By Gary A. Kibel

While Britain’s vote to leave the European Union (EU) shocked the world and rocked financial markets, the move has yet another set of possible repercussions in its potential to increase the complexity of the international rules governing privacy and international data transfer. As a result, the “Brexit” may change the strategy for U.S. ad tech companies seeking to enter the European market.

The GDPR
Before June’s Brexit vote, the EU had finalized a General Data Protection Regulation (GDPR), scheduled to take effect in May 2018, that will require significant compliance efforts by marketers, such as enhanced data subject consent standards, data protection officer requirements, data portability requirements and an expanded reach. The United Kingdom’s data protection commissioner recently indicated that while the Information Commissioner’s Office still plans to align with the EU’s GDPR, the practical details in its implementation in the United Kingdom could change. Prior to Brexit this was the only system applicable to all EU countries, and if the United Kingdom is not part of the EU, then upcoming EU reforms to the data protection law would not directly apply to the United Kingdom.

Thus if the United Kingdom wants to trade with the EU on equal terms, it will have to prove “adequacy” – that is, that its data protection standards are equivalent to the GDPR’s framework starting in 2018. While any final Brexit would likely occur after implementation of the GDPR, and “equivalent” does not mean “the same,” businesses and services operating in the United Kingdom and the EU would have to comply with both sets of standards.

The Privacy Shield
Following Brexit, there also is a question as to the effectiveness of the Privacy Shield, which recently was adopted by the United States and the EU to protect the transfer of personal data to the United States from the EU. It is not clear if a post-Brexit United Kingdom will adopt the Privacy Shield or something similar. As with the GDPR, if the United Kingdom modifies the Privacy Shield, it would require marketers to meet two sets of standards – undoubtedly similar, but also not the same.

In addition, if the United Kingdom does modify the Privacy Shield, then it could face the same challenge that led to the U.S.-EU Safe Harbor being struck down. If that were to happen, there would be a period during which data transfers from the United Kingdom to the United States could be in jeopardy.

Mind the Divide
In the short term, there may not be many (or any) changes to privacy and data practices in the United Kingdom following Brexit. However, as the process proceeds and the EU further develops and implements new standards, it is possible that a divide will develop and expand between regulatory schemes in the United Kingdom and the rest of the EU.

Companies operating in European jurisdictions should continue to monitor developments and be prepared for a more complicated privacy and data security compliance landscape to develop in Europe.

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Gary A. Kibel is a partner in the Digital Media, Technology & Privacy Practice Group at Davis & Gilbert LLP. He may be reached at 212.468.4918 or gkibel@dglaw.com.

Dentsu Aegis Network Acquires gyro, Creating the First Fully-Integrated Global B2B Powerhouse

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New entity becomes the largest global agency dedicated to the reinvention of business-to-business

NEW YORK – Dentsu Aegis Network today announced the acquisition of gyro, the largest independent global creative agency dedicated exclusively to business-to-business (B2B) marketing.

Following this acquisition, Dentsu Aegis’ successful B2B media agency Interprise, which was launched earlier this year, will be integrated into gyro, firmly positioning Dentsu Aegis as the global leader of the reinvention of B2B with gyro.

With this complementary and powerful combination of creative excellence, media expertise, top thought leadership, data and analytics, as well as vast experience with emerging platforms, the combined gyro entity is now the largest in the world to specifically focus on the important, growing B2B marketing sector.

gyro will remain headquartered in the U.S., the world’s largest B2B market, with an expanded global footprint across the U.S., UK, France, Germany, Spain, Australia, Hong Kong, Singapore and the UAE.

Launched in 1999, gyro’s mission to create ideas that are humanly relevant has truly resonated with top B2B clients as well as with award-winning talent. Led by global CEO and CCO Christoph Becker, gyro was recently named Advertising Age’s 2016 B2B Agency of the Year. It is also the Business Marketing Association’s 2016, 2015 and 2014 Global B2B Agency of the Year.

The well-received launch of Interprise earlier this year was led by Global President Stuart Giddings. Its services, which will now be combined with gyro, include B2B capabilities in media planning and buying, creative services, search, data, programmatic, events, content, and business traveler-focused out-of-home.

Becker will become Global CEO and CCO for the new combined gyro, while Giddings will become Global Network President, gyro, responsible for client relationships and business development for the combined network. Giddings will report to Becker.

“The B2B sector is undergoing the same fundamental disruption to established rules and ways of working as the consumer landscape. B2B marketers are increasingly looking to like-minded partners to help them navigate this landscape and develop the right insights, strategies, approach and execution across every part of the customer journey. As such, B2B is a critical piece of our overall offering, and the combination of gyro and Interprise will create an unparalleled solution for our clients both in the U.S. and around the world,” said Rob Horler, CEO, Dentsu Aegis Network U.S. “With our shared commitment to fostering an entrepreneurial, ambitious and creative culture, we have complete confidence in the ability of Christoph, Stuart and the teams around the world to come together and create an unparalleled B2B offering to serve our growing global client demand.”

Becker said, “With Dentsu Aegis acquiring gyro, a major global strategic vision is coming together. Together, we are in the perfect position to lead and accelerate the much-needed reinvention of the B2B space through the total integration of creative, media and technological power. Teamed with Dentsu Aegis, gyro will offer even more value to our great client partners and bring bigger wings to achieve their goals and dreams. This is an iconic moment for our clients and all our great talent around the world. It will represent a before and after in the innovation journey to refresh, once and for all, the B2B space on the global stage. Together, Dentsu Aegis and gyro will reinvent the way we see, consume and feel advertising in the business-to-people space.”

Giddings added: “The sheer scale and global importance of the B2B market demands an agency solution that is purpose built to serve it. The complexity and uniqueness of the B2B buying ecosystem requires a truly integrated, global approach built upon genuine B2B audience understanding, vertical knowledge and the very highest quality creative expertise. gyro’s award-winning creative, content and strategic capabilities combined with the deep business audience understanding and digital expertise of Interprise and Dentsu Aegis will deliver exactly that.”

gyro has been majority-owned by Pegasus Capital Advisors, L.P. since January 2008. Financial terms of the transaction were not disclosed.

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About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of nine global network brands – Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with around 32,000 dedicated specialists. www.dentsuaegisnetwork.com

About gyro

As a global ideas shop, our mission is to create ideas that are humanly relevant. gyro is Advertising Age’s 2016 B2B Agency of the Year and the BMA’s 2016, 2015 and 2014 Global B2B Agency of the Year. Our 600 creative minds in 14 offices work with top companies, including Aflac, Danone, eBay, Google, HP, Hewlett Packard Enterprise, Jabra, John Deere, Tate & Lyle, TD Ameritrade, Teva, USG and Vodafone. www.gyro.com

Win the GRANDY, Win Them All!

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This tagline was first coined by Mark Waites of Mother, London while he was serving as Chair of the International ANDY Awards Jury a few years back.  We had long advised our entrants to test work in our show, since we’re the first out of the gate, but he took it a step further taking a deeper look to uncover the tangible results, which continue to hold true today.

Here are some highlights of the AD Club / ANDY experience at Cannes this year:

Winning top awards at our show translates to success throughout awards season – ultimately Cannes.  The ANDYs integrated Jury continues to serve as a predictor for what work will do well and how best to enter it.  See the proof below.
 

McWhopper by Y&R New Zealand

  • Burger King + Peace One Day
  • 2016 ANDY GRANDY Winner
    Media Grand Prix
  • Print & Publishing Grand Prix

#OptOutside by Venables Bell & Partner

  • REI
  • 2016 ANDY Bravery Award Winner
  • Promo & Activation Grand Prix
  • Titanium Grand Prix

Justino by Leo Burnett Madrid & Passion Pictures

  • Loterías y Apuestas del Estado
  • 2016 Silver ANDY
  • Cyber Grand Prix

Shoplifters by adam&eveDDB

  • Harvey Nichols
  • 2016 Gold ANDY
  • Film Grand Prix

House of Cards – FU 2016 by BBH NY

  • Netflix
  • 2016 Gold ANDY
  • Integrated Grand Prix

The Organic Effect by Forsman & Bodenfors

  • Coop
  • 2016 Gold ANDY
  • PR Grand Prix

The ANDYs along with Corporate Member Zefr hosted our board, members, jurors, and entrants for a glass of rosé and meaningful conversation. From AOL to Facebook to McCann, our members united to network, learn and be inspired, proving that the AD Club Community is one of the best resources available in our industry.  When you’re part of The Club, your membership continues to open doors whether in NYC, France or beyond.

 

Exclusive Q&A With Our New Yorker of the Year — Avice Meehan, SVP and Chief Communications Officer of Memorial Sloan-Kettering Cancer Center

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Last week we held our annual Ad Person of the Year event, where we celebrated not just one esteemed honoree, but six influential advertising and marketing executives in five categories, including: Marketer of the Year, Industry Legend, New Yorker, at Startup and a Young Pro.
We sat down with our New Yorker Avice Meehan, SVP and Chief Communications Officer of  Memorial Sloan-Kettering Cancer Center and asked her several questions about what makes a better leader in the industry, what people coming into the industry should know and more. Let’s see what she had to say…
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Who have been your most influential mentors throughout your career?

I’ve had a varied career and benefited from the help and guidance of a pretty diverse group of people. The late Sarah Youngblood, an English professor and poet at Mount Holyoke College, remains an important touchstone; she taught me how to think. The late Susannah Barrows, for many years a professor of modern French history at UC Berkeley, taught me how to write. Lowell P. Weicker Jr., the former U.S. Senator and independent governor of Connecticut for whom I had the privilege of working, showed me what it means to lead with principle and conviction. But most importantly, I am mentored by the people with whom I work every day; they generously share what they know, teach me what it means to stay curious, and exhibit tremendous patience with my ideas—both the good ones and not so good.

What are the most useful resources you would recommend to someone looking to gain perspective on becoming a better leader? 

Gosh, that’s a challenging question because I don’t think there’s a single go-to resource. So I would say this: Find the time to reflect, doodle, and read. Get yourself a big white board and draw things out—even if you can’t draw. Listen to the people around you who are prepared to share difficult information and voice the unpopular view, particularly when they disagree with your most strongly held opinions. And act on the best piece of career advice I was ever given: Do the things that make you uncomfortable.

How do you foster creative and innovative thinking in your organization?

It begins with recruitment. I look for people (and collaborators) with an active curiosity gene and a demonstrated passion for learning. Those characteristics would be prized in any organization, but are particularly important at Memorial Sloan Kettering where our mission encompasses both cancer treatment and pioneering cancer research. Second, I believe in sharing knowledge and ideas broadly—and ask others to do the same. Private knowledge doesn’t help anyone. Finally, creativity requires some constraint. So my job is to set our strategy and goals, but to be open and supportive about new and unexpected ways to fulfill them.

Exclusive Q&A With John Costello, President, Global Marketing and Innovation of Dunkin’ Brands, Our 2016 Industry Legend!

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Last week we held our annual Ad Person of the Year event, where we celebrated not just one esteemed honoree, but six influential advertising and marketing executives in five categories, including: Marketer of the Year, Industry Legend, New Yorker, at Startup and a Young Pro.
We sat down with our Industry Legend John Costello, President, Global Marketing and Innovation, Dunkin’ Brands and asked him a few questions about what makes a better leader in the industry, what people coming into the industry should know and more. Let’s see what he had to say…
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What are the most useful resources you would recommend to someone looking to gain perspective on becoming a better leader?

To become a better leader, my advice is to follow the old rule of treating people like you would like to be treated. It almost always works. The second is to be very observant of all the leaders around you, both good and bad. You can learn from both.  But most of all, be authentic and be yourself.  None of us is perfect, but I’ve found that people and teams will generally respect an authentic leader who is trying his or her best.

As an industry what should we stop doing? What should we start doing? 

I think we need to do two things: First, we need to bring more diversity into our industry. I’m a big believer that the best work is done when your workforce reflects our consumer. Second, we need to find the resources to attract and develop more new talent, as we are in a people-driven industry. Finally, we need to keep innovating.

How do you foster creative and innovative thinking in your organization? 

Surround yourself with people who are smarter, better and more creative than you are, and help them achieve their best work. Then, work to create a culture that encourages people to try new things and take risks. Learn from your mistakes and celebrate your successes.

What was the last experiment you ran and what did you learn from it?

Our Dunkin’ Donuts and Baskin-Robbins teams are constantly trying new things, whether it’s a new product, a new advertising idea or a new mobile initiative. One of the most interesting things we’ve learned is the impact we see when we combine traditional media like TV, radio, print or out-of-home with new digital, mobile and social initiatives. We’re seeing real synergy.

What one thing do you anticipate will affect your business or industry in the next two years that could have an impact on your marketing? 

I believe that the continued growth of mobile will be the most transformative marketing tool many of us will see in our careers. While the potential is huge, advertising in this environment is different. Mobile enables us to build a true one-to-one dialogue with our consumers, so advertising here needs to be more like a conversation and less like a traditional ad.

What do you feel are the benefits of working in your industry that you would relay to young people coming in to your industry today?

I started out as an engineer before I discovered advertising and marketing. I think one of the most exciting aspects of our industry is its combination of art, data and science, and the power of a big idea to transform a brand and sometimes an entire company.

Advertising is a people-driven business, and a young person can really have an impact very early in their career. And finally, while we all work very hard, it’s a fun business with a lot of interesting people. I cant’t think of a more stimulating or rewarding industry or a more interesting group of people with whom to work.

Exclusive: Q&A with Jonathan Mildenhall, CMO of Airbnb, our 2016 Marketer Of The Year!

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Last week we held our annual Ad Person of the Year event, where we celebrated not just one esteemed honoree, but six influential advertising and marketing executives in five categories, including: Marketer of the Year, Industry Legend, New Yorker, at Startup and a Young Pro.
We sat down with our Marketer of the Year Jonathan Mildenhall, CMO of Airbnb and asked him a few questions about what makes a better leader in the industry, how he fosters creativity and innovation at Airbnb, what people coming into the industry should know and more. Let’s see what he had to say…
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Jonathan Mildenhall

Jonathan Mildenhall, CMO – Airbnb. Photographed at the Airbnb Sydney offices. 26/2/2016 Photo credit – James Horan for Airbnb.

What are the most useful resources you would recommend to someone looking to gain perspective on becoming a better leader? 
When I started my career, I followed in the footsteps of some world-class marketers and ad agency execs who taught me valuable lessons about leadership:  build trust in teams, create a culture of respect and cultivate creativity. As mentors, — most of them hugely talented and inspirational women — they helped stir my sense of self and my sense of creativity.  In doing so they pushed me to achieve accolades beyond what I could have imagined.   
 
For all great marketers, the best resource is right in front of us: the world. You have to be curious about people. Dive into the world of media, fashion, art, culture and find out what you love. Read, travel, explore — and most importantly become your own vision. By doing so, you will paint your own definition of authenticity and create your signature of leadership.
 
As an industry what should we stop doing? What should we start doing? 
The industry fears the unknown. To be effective marketers, we need to jump into the unknown – with both feet!
 
We should also lean into the uncomfortable truths that consumers think about a brand. In our first-ever global advertising campaign “Never a Stranger,” we addressed the fear of staying in a stranger’s house.  That’s right front and center.  The campaign worked brilliantly and changed the brand narrative and began to turn the fear of strangers into an unexpected sense of belonging.    
 
How do you foster creative and innovative thinking in your organization? 
To be honest, my mum helped me understand that a world full of humanity and creativity is what we should all aim for.  Her early lessons in humanity and creativity continue to inspire me and influence the work I do on a daily basis. Also, as a company that is all about experiences, we are focused on creating enriching experiences in a workplace that foster creativity. Finally, I truly believe we are all born creative. I love it when the best ideas come from unexpected places.  In truth, I jump on them and over protect them so that they manifest into the world.
 
What one thing do you anticipate will affect your business or industry in the next two years that could have an impact on your marketing?
The ways people consume content will be a huge change; social media has fundamentally shifted the consumer mindset, and emerging technology, such as VR and AR in addition to ad tech solutions such as programmatic, native, real-time and addressable, mean that the existing rule book on marketing needs to be ripped up and shredded.  As a marketer, I believe what was good for business two years ago is probably bad for business today. That’s certainly the case at Airbnb.  
 
What do you feel are the benefits of working in your industry that you would relay to young people coming in to your industry today?
It’s just utterly cool.  Why?  To succeed, you have to develop expertise in three areas:  creativity, technology and humanity.  I mean, what other industry offers such a perfect combination of subject matter expertise?  Exactly.
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Thank you to our sponsor Yahoo! and to all who made this event truly a night to remember.
See photos from the beautiful evening at the High Line Hotel, and a video montage of this year’s honorees edited by our friends at Man-With-A-Cam.
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ASRC Enforces Mobile Self-Regulatory Principles for First Time

By Richard S. Eisert and Vejay G. Lalla

The Advertising Self-Regulatory Council (ASRC) recently found that three app publishers were non-compliant with self-regulatory standards set forth by the Digital Advertising Alliance (DAA). The actions represent the first time the ASRC has enforced the DAA’s self-regulatory principles against developers of mobile applications.

According to the ASRC, mobile app company Spinrilla failed to comply with notice and consent requirements before allowing third parties to collect precise location data for use in interest-based advertising, while Top Free Games and Bearbit Studios permitted third parties to collect persistent identifiers from child-directed apps, which would also constitute a violation of the Children’s Online Privacy Protection Act. All three companies have changed their privacy practices in response to the scrutiny from the ASRC.

The DAA first issued mobile guidance with user notice and consent requirements in 2013 but indicated that it would allow an “implementation phase” before beginning enforcement. In 2015, the DAA announced that any entity engaged in interest-based advertising or the collection and use of certain mobile data had to comply with its self-regulatory principles. And in May 2016 at a DAA conference, a Federal Trade Commission (FTC) associate director praised self-regulatory regimes such as the DAA’s but noted that the FTC would like to see an expansion of the definition of sensitive data and a narrowing of the exceptions for compliance with the principles.

These actions should put companies on notice that enforcement of the DAA mobile standards has officially begun.

Eisert, Richard S   Lalla, Vejay G. 6510

Richard S. Eisert is co-chair of the Advertising, Marketing & Promotions Practice Group and a partner in the Digital Media, Technology & Privacy Practice Group at Davis & Gilbert LLP. He may be reached at 212.468.4863 or reisert@dglaw.com.

Vejay G. Lalla is a partner in the Digital Media, Technology & Privacy Practice Group at Davis & Gilbert LLP. He may be reached at 212.468.4975 or vlalla@dglaw.com

 

Here’s What You Missed At The Last ADTHINK

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Last week, we held our 2nd ADTHINK of the year, a “Shark-Tank” style event where our panel of industry experts from Grey Adventures, Under Armour Connected Fitness, AT&T AdWorks and 72andSunny heard from our industry’s latest and greatest startups and how they are aiming to solve advertising and marketing’s biggest issues. Curated in collaboration with Redbooks, the event was sponsored by Davis & Gilbert LLP and hosted at the New York Institute of Technology.

Our returning moderator, Gina Waldhorn, Co-Founder and COO of Evol8tion, shared that over 100 million startups are created each year, which means there’s one created every 3 seconds! She then led a game of “Startup or Not?” where the audience had to determine whether or not some of the outlandish startups she presented were real.

We then shifted our attention to the impressive startup pitches that left our panelists amazed and full of questions:

  • John Bowen, Co-Founder and SVP of Business Development at CrowdTwist, whose multichannel loyalty and engagement platform provides “soup to nuts” solutions, supplies marketers with a great source of data and opportunities for greater customer retention. They do this by driving new customers to their company and keep them engaged throughout the entire customer journey.
  • Eventable, presented by Co-Founder and COO Akash Malhotra, is a marketing platform invented to help people use their calendars to remind them to take action. As calendars are the second-most used app after email, marketers can use this platform to drive timely, profitable action with the help of Eventable’s Dynamic ICS system that allows brands to modify their events with news and updates. Brands like FanDuel used this for the NBA Playoffs to share updates in the schedule resulting in an increase in user engagement, generating 39.4 impressions per user and a 99.6 retention rate.
  • Knotch’s Co-Founder and CEO Anda Gansca shared the qualitative and quantitative capabilities of her app – Knotch provides marketers with data collected from consumer reactions to branded content. This app also allows marketers to see how well their campaign are faring and even help them make accurate comparisons with their competitors.
  • Gil Eyal, Co-Founder and CEO, HYPR gave us insights on how to use this data abundant platform to effectively market with social influencers. The platform compiles the influencers’ data to provide marketers with real-time social analytics on these influencers around the world; it helps marketers determine the best influencer for their targeted demographic since simply having someone famous behind your brand will not necessarily result in sales if they’re not put in front of the right audience.

Gina also had some great questions for our panelists on influencers, data and loyalty. Here is what some of our executives had to say:

  • Evan Kraut, Managing Director, Grey Adventures

“Influencers always pay off for brands and they’re always measurable. The difference is how they’re being measured. Data is the answer to resolving inefficiencies.”

  • Doug Ziewacz, Head of North America Media & Advertising, Under Armour Connected Fitness

“Data is the new oil. To provide the best customer experience is to go from collecting and tracking information and data to tell customers what to do from it. Immerse customers into the complete ecosystem to not only meet their needs but also help them identify the needs they didn’t realize they had.”

  • Andy Maskin, Lab Director, AT&T AdWorks

“Influencers who blow up organically draw attention to new forms of media and they’ve taken attention away from traditional media. The question that needs to be asked now is “How can they play a role in a new ecosystem?””

  • Marshall Ball, Director of Strategy, 72andSunny

“Loyalty is great but there is too much focus on transactions. The best form of consumer engagement and retention is to build one around a narrative.”

After the panel, Gina introduced a survey to the audience where we learned that 38% percent of them were most excited about Virtual Reality in the tech sector, with Commerce coming in as a close second with 37%.

We want to thank Redbooks, our sponsor Davis & Gilbert LLP, NYIT, our moderator Gina Waldhorn, and our wonderful panelists and startups for making ADTHINK a success once again!

Don’t miss the next installment on August 3rd – Registration Now Open!