Facebook’s response to Covid-19 for small businesses was nothing short of amazing. Given such a large proportion of its advertisers are SMB’s, opening up a fund to ensure these businesses were still able to target customers handed many a lifeline when they needed it most. How it did it, coming up. Now, over to Kimberlee Wells, CEO at TBWA Melbourne & Adelaide to introduce Mark D’Arcy, Facebook’s VP Global Business Marketing and Chief Creative Officer.
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We’re at the dawn of machine-enabled everything. At the moment machines are very good at answering the questions machines can answer, but how can we make them good at answering the questions humans answer? For machines, understanding the complexity of human emotion that amounts from watching, or reading a piece of advertising creative is just at the beginning. Noel Paasch explained how Google is looking to solve the problem.
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Interruption marketing has reached its sell-by-date, leaving many brands scrambling for relevance. To survive in a post-advertising era, brands have become our modern-day Medicis. They are our entertainers, storytellers, creators and curators – connecting through culture rather than interrupting it. Jason Xenopoulos, VMLY&R’s North America Chief Creative Officer and New York CEO explored why culture has become our new media, and how brands can harness the power to spread like memes within it.
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Ben and Jerry’s calls itself an aspiring social justice company. Something it has leaned into since founders Ben Cohen and Jerry Greenfield started churning ice cream in 1978. CEO Matthew McCarthy will explain what that means, and how the company has evolved from philanthropy and community involvement to business activism.
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Serena Williams’s 23rd grand slam at the Australian Open in 2017 put her in rarefied company not just in the history of women’s tennis, but in all sport – she is quite possibly the greatest athlete in a generation, perhaps the greatest in any sport. She talked about it all, from the stage, alongside Verizon Media chief executive, Guru Gowrappan.
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If you’re not the customer, you’re the product. How our digital data has become the commodity by which some of the world’s largest companies have made their fortunes was the subject of ‘The Great Hack’ documentary on Netflix.
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How do you write a new show everyday? Noah took us behind the curtain to discuss the creative process behind The Daily Show, and how he’s engaged a generation of young viewers through humor and political commentary.
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Burger King are known for producing brazen campaigns, regularly throw themselves into the ring with arch rival, McDonald’s. ‘McWhopper’, in 2015 was as an open letter in the New York Times proposing a truce, and suggesting the fast-food giants join forces to create the McWhopper – a combination of the Whopper and the Big Mac. Its CMO, Fernando Machado shared his thoughts on creating ideas that stick from the Advertising Week stage.
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Gwyneth Paltrow founded her lifestyle company Goop when she was sat at her desk at home in 2008 – originally it was supposed to be a recommendation newsletter. But it has become so much more. It’s spawned a content site, multiple stores, a magazine, a podcast, cookbooks—and now a slick six-episode series, “The Goop Lab,” for Netflix. How she built the brand that is both loved and has received heavy criticism was explained, from the stage.
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Fake news, dark ads, data scraping – has the digital dystopia already begun, or can we act now to save the future of democracy? The Guardian’s Jonathan Freedland explored the issue with panelists at Advertising Week Europe.
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