Uncommon Thinking

Thanks for listening to Uncommon Thinking, a podcast from Advertising Week. We’re taking a short break this week and next for Advertising Week Europe, returning to Picturehouse Central in London, May 16^th through the 19^th. For more information on this and other Advertising Week global events for the advertising, marketing, and technology industries, visit www.advertisingweek.com and follow us on social media.

Uncommon Thinking will return on Friday, May 27^th. Thank you for listening.

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In August 2021, Macy’s, Inc. announced a partnership to bring together two of America’s most iconic brands, Macy’s and Toys “R” Us. In this episode of Uncommon Thinking, originally recorded at Advertising Week New York, Executives from both legendary retailers discuss the strategic vision of omnichannel retail brand building, and its elevation of the customer experience in both stores and across digital platforms

Chapters:

• 00:59 – 04:16 – Toys R US and Macy’s thoughts on their partnership
• 04:17 – 08:32 – What was most appealing about this partnership?
• 08:32 – 14:40 – What are the key drivers in this partnership?
• 14:40 – 19:11 – How do you think about culture, community diversity and inclusion from a brand acquisition perspective?
• 19:11 – 24:34 – What is the biggest challenge that retail is facing?

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In this special extended episode, from Advertising Week’s Great Minds at Work series, we examine this ever-expanding category – from original content, podcasts, and storytelling; to the platforms and technology supporting them; to the ways in which audio is being monetized, and the brands who are leveraging these audiences.

Chapters:

• 00:30 – 05:21 – Laugh Out Loud’s Thai Randolph on how they monetize their content
• 05:23 – 10:40 – Why is audio such a big part of their business?
• 10:40 – 17:28 – How is the audio industry responding to diversity in the space?
• 17:35 – 20:01 – The chief digital officer of Audacy
• 20:01 – 21:47 – How do you differentiate between radio and podcasting?
• 21:47 – 26:47 – The vision for the Audacy app
• 26:47 – 34:34 – How brands are evolving in the audio space
• 34:34 – 49:45 – How people are using sonic branding today
• 49:46 – 54:19 – Social Audio
• 54:20 – 1:10:13 – Steve Wilson on why podcasting is the future of storytelling
• 1:10:19 – 1:26:22 – Pandemic, mental health and No Kidding Me

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In this episode, originally recorded at Advertising Week New York 2021, we join CNN News Anchor Don Lemon and Kargo’s Founder & CEO Harry Kargman in an inspiring conversation — diving into Don’s personal journey and the broader responsibility we have as an industry in supporting free press, independent media and an enlightened America.

Chapters:

• 00:29 – 04:24 – Don Lemon on how he got to be one of the most famous journalists in the world
• 04:25 – 12:38 – Advice for aspiring media people
• 12:38 – 14:22 – Is there things on the liberal side of the Democratic Party that he finds abhorrent?
• 14:22 – 18:22 – What are the challenges he’s faced in his career?
• 18:23 – 20:54 – The unique challenges of being a representative of the LGBTQ community
• 20:56 – 23:55 – What was the most meaningful story of his career
• 24:02 – 28:51 – How brands need to support journalism

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We explore how Instagram is a powerful vehicle for all creators to expand their reach – including creators of color, who often struggle to receive the recognition they deserve.

Chapters:

• 00:58 – 06:27 – What is the definition of a creator?
• 06:27 – 12:14 – The creator economy and the evolving business model
• 12:15 – 16:45 – What is the biggest issue with platforms like Facebook and Instagram?
• 16:45 – 19:07 – Why prioritize business content over personal content?
• 19:07 – 25:42 – How do you allow creators to build their livelihoods via these platforms while still seeing a value exchange?
• 25:42 – 39:18 – The next evolution of the creator economy
• 39:18 – 42:00 – What are the best tools for creators?
• 42:00 – 45:29 – How do you approach finding and identifying influencers in international markets?
• 45:29 – 54:15 – What metrics should creators have at their ready as they start to position themselves to brands
• 54:15 – 59:50 – How do you get noticed as a creator?

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eSports have revolutionized the gaming industry and redefined the role of gaming in mainstream culture. In this episode of Uncommon Thinking, we join the world’s most influential esports organization, FaZe Clan, in a discussion around the intersectionality of gaming, media and entertainment, and how brands are forging best-in-class partnerships to integrate the space in a meaningful way.

Chapters:

• 04:53 – 08:08 – Nate Hill on his role as a professional gamer

• 08:08 – 13:08 – What was it like being invited to the red carpet for the premiere of Doom?

• 13:08 – 17:40 – How did you come up with the idea of partnering with McDonald’s?

• 17:48 – 20:15 – The future of streamers and content creators

• 20:15 – 22:44 – What is next in the metaverse?

• 22:45 – 25:03 – The crossover of gaming into mainstream culture

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In this special edition of Uncommon Thinking, recorded as part of our AWAdvance video series and presented by Quantcast, hear multiple perspectives on why this shift away from the cookie is an opportunity for innovation and growth and learn how you can embrace innovation and enter the next chapter of advertising on the open internet. The time to prepare is now.

Chapters:

• 00:29 – 02:23 – Ruth Mortimer on the future of advertising on the open internet
• 02:23 – 06:56 – An overview of the cookie-less future
• 06:57 – 08:30 – Cookie deprecation in Firefox
• 08:30 – 10:48 – What have they learned so far?
• 10:49 – 12:35 – Where do they think this space is going?
• 12:35 – 22:51 – What are some tips for agencies applying this to the real world?
• 22:51 – 27:48 – What are clients doing to prepare for the end of cookies?
• 27:48 – 31:18 – How does first party data play a big role in how they partner?
• 31:18 – 35:46 – The work that they’ve been doing with Quantcast
• 35:46 – 41:50 – What insights have you been able to gain from using the Quantcast platform?
• 41:50 – 45:26 – Advice for the future

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In this session from Advertising Week New York 2021, hear how community-focused storytelling, coupled with Weber’s investment in data and analytics, is bringing this legacy brand into the future while maintaining its heritage.

Chapters:

• 00:30 – 07:49 – Amy Pascal on how she is bringing Weber Grills into the future
• 07:50 – 11:40 – How do they vet the influencers they work with?
• 11:40 – 16:16 – How do you target consumers beyond just buying a grill
• 16:17 – 19:34 – How are you using Webber’s data to inform your creative?
• 19:34 – 21:43 – What is the focus on in the grill category?
• 21:43 – 24:34 – Weber Connect, Budweiser ad campaign
• 24:35 – 26:12 – How do you track the success of these campaigns?

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To deliver better customer experiences and business outcomes, a new data foundation is required to enable data sharing across organizations while taking a proactive stance on privacy and protecting consumer data.

In this session, from our AWAdvance video series, hear from Snowflake about the Media Data Cloud, one of the first networks of its kind that connects brands, publishers, agencies and technology on one secure platform.

Chapters:

• 03:51 – 06:30 – The need for more data collaboration and transparency
• 06:31 – 08:43 – What are the key data capabilities that are critical for future success
• 08:44 – 10:47 – A data clean room
• 10:49 – 14:52 – A customer who is leveraging the media data cloud
• 14:53 – 16:34 – Taboo and Experian’s joint solutions
• 16:51 – 16:57 – Hubble and connectivity
• 16:57 – 19:44 – Creating a new clean room
• 19:44 – 22:19 – The Snowflake Question Framework
• 22:19 – 24:46 – The challenges media organizations face when it comes to identity resolution
• 24:57 – 26:12 – The Media Data Cloud
• 26:13 – 32:52 – The data governance features that make Snowflake a best in class solution

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The global pandemic forced content marketers to pivot messaging as they sought to strike the right balance of being empathetic whilst also showing utility. At the same time, Brand studios looked to deliver additional value as budgets came under increased scrutiny.

In this session from Advertising Week Europe 2021, we hear from a leading brand marketer and Group Creative Director about current approaches to content marketing -exploring if behavioral changes are here to stay, virtual production practices and the role data can play in content marketing.

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