‘The power of the human experience' discussion had a prominent theme of collaboration, explains Stewart Easterbrook, UK CEO, Starcom MediaVest Group.
Easterbrook explains to SMG's marketing director Gill Huber that the panel discussion demonstrated people's desire to be collaborative in how they work, and that it is the best way to capitalise new and emerging opportunities.
Advertising Week Europe is a great opportunity to promote what we do as a creative industry in the UK, says Easterbrook.
SMG's marketing director Gill Huber talks to Fru Hazlitt and Simon Daglish of ITV and asks what Advertising Week Europe means to them.
Advertising Week Europe is unique, the like of which has never been seen in the UK, explains Daglish; there are lots of media conferences and events in the industry but this event involves everything from creativity to online and TV. Daglish believes that with the media now merging, it's vital to have collaborative conversations and that is what Advertising Week Europe is facilitating.
The range of discussions allows involvement with all different levels and allows everyone to have a voice; it's important to give everyone an opportunity, says Daglish. Hazlitt feels that the event is important in celebrating advertising, and brings the industry together.
Collaboration, Partnership and Bravery; Steve Parker, MD of MediaVest Talks About The Key Themes From SMG Advertising Week Europe Session.
As a human experience company, SMG are on the right track and are now right in the middle of being able to maximise the opportunity of creating meaningful, impactful human experiences Parker explains.
Parker says that SMG's award-winning work with Tetley is just one of the partnerships that he is extremely proud of, where through technology SMG has connected farmers with consumers.
Advertising Week Europe continues to take over BAFTA this week. Parker is also part of the panel discussion 'Weve Presents: The Big Mobile Debate' on Wednesday, debating the importance of mobile communications moving forward.
Mobile Search is hot this week. And as you may have guessed, the local aspect of mobile search is crucial. The Mobile World Congress reinforced this trend a few weeks ago in Barcelona by highlighting the local nature of mobile devices and their potential when it comes to Health, life emergencies, etc.
This is also true for advertising. Brands want to build an effective mobile presence, hence why it becomes essential for marketers to be able to prove the ROI of mobile. More importantly, a strong mobile ROI would be hugely driven by a local search strategy and nowadays it is critical to measure it beyond just mobile commerce results.
Mobile truly assists in-store sales and drives real and tangible value for a brand via location advertising (specifically local searches). This means that clients and agencies need to investigate further and develop new ways of measuring value generated via their mobile strategy.
Adidas for example, a leader in the sporting goods industry, has recently worked closely with its US agency (iProspect) to put the necessary efforts in place to show how a mobile campaign can effectively assist in driving sales directly in store. They went far beyond classic mobile measurement: “We had to look at things a different way, using different data points; pulling pertinent information from the adidas retail stores, plus relevant industry data, we developed a unique way to report to the client an applied conversion rate,” said Sinclair, Client Services Director, iProspect.
To get a taste of how we should think of measuring mobile moving forward, have a look at the below video:
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Date, 18th March 2013
Mobile local advertising spend will reach $1.9 billion in 2013 and is expected to surpass online local advertising spend by 2017, according to a new report from BIA/Kelsey. The mobile portion of local advertising spend is expected to reach $6.4 billion by 2017 while the online portion will total $6.3 billion, according to the report.
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Date, 13th March 2013
In this era of mobility, our smartphones are always with us, keeping us connected anytime and anywhere. With this constant connectivity, we’ve come to expect information (literally) right at our fingertips just a search away - whether it’s locating the nearest sushi restaurant or booking flights for your upcoming trip.
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Kathleen Saxton Tells SMG's Gill Huber How There is Something For Everyone at the First-Ever Advertising Week Europe.
The Lighthouse Company have been attending Advertising Week in New York for five years, and have been hugely involved in bringing the event to London.
Saxton explains how the event is one where everyone in the industry can come together, whether a graduate or a chief executive to benefit from the huge wealth of knowledge sharing.
Chris Maples, VP Europe at Spotify, Discusses the Importance of Partnerships with SMG's Stewart Easterbrook
Building interesting, sustainable programmes that drive engagement, using music as a platform, through intelligent partnerships with brands are at the front of everything we do, explains Maples. Spotify has only existed in a recession and great partnerships are what makes the business different.
Maples explains that to continue to get bigger, Spotify have to be gentle and work with brands and advertisers that make the value exchange with consumers more meaningful.
The glorious mix of booze, music and more booze that is St Patrick's Day fell on a Sunday this year, which we hope isn't taking its toll on SMGers speaking at Ad Week Europe.
Using social listening platform Sysomos we looked at how many mentions popular Irish brews stacked up across the UK, Ireland and the US. Brands included were Guinness, Baileys, Bulmers, Magners and Jameson. Total mentions of all brands are below.
No surprises that Guinness was the runaway favourite, dwarfing its competition in terms of mentions. A relatively low volume hailed from Ireland, although initially we attributed this to the smaller population size.
But, sure that the Irish would be just as patriotic online as off, we took a look to explore if the smaller percentage of tweets equated to less engagement. When you take into account the online population and Twitter visitors of each country (via Comscore data), the Irish actually come head and shoulders above all others, boasting over 7 tweets per thousand users. A useful reminder that high tweet volumes may not equal high engagement.
It's interesting that UK tweeters delivered the highest total amount of brand mentions around Guinness in spite of the greater cultural focus and celebration around the day in east-coast US, however how many of these can be attributed to the "One Direction Effect", we can't say for sure.
Yesssssss ! Happy paddys day! @jackwhitehall told me not to drink too many guiness it makes ur poo wierd !
— Niall Horan (@NiallOfficial) March 17, 2013
For brands other than Guinness it would seem that the US brings the highest tweet total, with next highest mentions going to Jameson and then Baileys (note that Magners and Bulmers are not distributed as heavily in the US). Magners' and Bulmers' year-round popularity in the UK could mean that they are not a novelty sale on Paddy's day, which would account for the smaller volume of mentions. UK revellers chose Irish-brewed Magners over British Bulmers to celebrate the day, whereas those on the Emerald Isle favourited their Irish-brewed Bulmers.
The peak we see for Jameson could in fact be due to their promotional activity around Jameson Live, a live-stream of Bombay Bicycle Club performing from Dublin last night. Although one video has reached over 16,000 views since its upload, the hashtag brought in only 176 tweets worldwide since the 16th March. The only one of the brands to launch promo activity around Paddy's day, the link with music seems like a sensible choice.
However, the choice to include the hashtag #Jamesonlive on promotional videos and their website is a little confusing when you account for the fact that (along with all brands mentioned in this study), the vast majority of their social media following is concentrated on Facebook (51,293 Facebook vs 5950 Twitter). Perhaps a bigger push from Facebook would have bumped page views, although perhaps the live element wasn't the biggest draw for Jameson. The beauty of this sponsorship is that (given Bombay Bicycle Club's following) these videos will circulate displaying the Jameson brand long after Paddy's day is over.
The amount of UK tweets mentioning hangovers ( 19,563) is suspiciously just 7% shy of those mentioning Guinness (21,106). The Irish were the hardiest of the bunch, with just 3,082 tweets mentioning hangovers, while the Americans suffered the most, with 21,040 taking to Twitter to let the world know how they felt.
Social Media is a Great Way to Bring in New Customers Says Adrian Mooney, Vice President of Marketing, EMEA Region at Tata Global Beverages.
We have a huge amount of content that we create for the Tetley brand and publish over social media, a strategy that is proving particularly successful with those in London and the South East explains Mooney who have now hit 400,000 'likes' for Tetley on Facebook, the most of any tea brand.
Mooney also tells SMG’s marketing director Gill Huber how using social media has allowed producers in Kenya to speak directly to consumers about how the tea is grown.
The Human Experience is of Fundamental Importance To Brands Says Marketing Consultant Andrew Garrihy.
There is nothing more powerful than the human experience, Marketing Consultant and former Samsung marketing head Andrew Garrihy tells SMG’s marketing director Gill Huber. At its essence consumers want a brand they can trust, Garrihy explains.
The Samsung Hope Relay for the London 2012 Olympics was the biggest risk, Garrihy says but one that resulted in the biggest return by engaging hundreds of thousands and raising millions for charity.
Cineworld’s VP Marketing Justin Skinner Tells SMG How They Are Taking Radical Steps to Enhance The Customer Experience
Justin Skinner, Vice President Marketing at Cineworld explains to SMG’s marketing director Gill Huber how they are investing in mobile, digital and search as that’s where a lot of their customers are.
By using social media such as Twitter and Facebook, Cineworld is now part of the conversation right up to the release of the movie, says Skinner.
