Uncommon Thinking

American Express have had a long legacy in music culture. With their multi-year Music Backers program, they expressed the Powerful Backing of their brand ethos to support the music industry at a time they needed it most. Now in a post-COVID world, they have re-imagined their voice for a changing cultural landscape.

In this episode, from Advertising Week APAC 2022, we look at how the brand has grown their Cultural Capital through meaningful partnerships with artists and unpack their recent collaborations.

Chapters

• 00:30 – 02:11 – How American Express is evolving their voice in the music industry
• 02:12 – 14:29 – What it means to have a voice in music
• 14:29 – 18:33 – How American Express’s Music Backers program evolved over the last two years
• 18:33 – 28:42 – How important is it for artists to have financial aid?
• 28:42 – 30:27 – How did they help bring back live music in Sydney?
• 30:29 – 33:23 – What it was like collaborating with American Express
• 33:24 – 34:53 – Marketing, strategy, and gig

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

There’s been a seismic shift in how consumers engage with entertainment and expectations of creativity in the media, and creativity remains the key competitive advantage for advertising effectiveness. As the world’s fastest-growing creative playground, TikTok is empowering everyone to find creativity in the smallest of moments.

In this session, from Advertising Week APAC 2022, we explore the impact of democratised creativity on the world of advertising and wider creative industries.

Chapters:

• 00:48 – 03:19 – The impact of democratised creativity on the world of advertising
• 05:27 – 11:20 – What is the main difference between being a creator on Tik Tok versus other platforms?
• 11:20 – 16:42 – The power of sound
• 16:42 – 23:39 – How has Tik Tok changed the way they plan from a planning perspective?
• 23:40 – 26:47 – How is TikTok helping brands measure success?
• 26:47 – 32:45 – Inspirational, innovative creator led campaigns

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

New technologies are changing the experiential landscape at a lightning pace and the pandemic has accelerated the adoption of virtual events, augmented reality, and immersive digital experiences.

In this panel from Advertising Week Europe 2022, join executives from Hearst and Epic Games for a conversation about the next steps in experiential storytelling.

Chapters:

• 00:30 – 06:45 – The Metaverse – The next phase of immersive digital storytelling
• 06:45 – 11:01 – What does the metaverse mean to different audiences?
• 11:01 – 13:09 – The evolution of Cosmo and embracing technology, different platforms
• 13:10 – 15:15 – What platforms will Cosmo be launching next year?
• 15:15 – 17:28 – How has Hearst changed its approach to events?
• 17:28 – 21:35 – How the pandemic has rewired our expectations for events
• 21:36 – 24:12 – Exclusivity in the metaverse
• 24:13 – 27:02 – What audiences want in the metaverse
• 27:02 – 29:13 – How people will be likely to spend in the virtual world

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

How will the advertising business of the future create innovation and new solutions? Among the various driving forces, we focus on diversity. As seen in the surveys, there is a correlation between diversity and productivity in an organization, it is believed that having a variety of perspectives can increase the possibilities of new ideas and improve the overall performance of the organization. That is why it is important to create a corporate culture that embraces diversity. In this panel discussion, members of the Dentsu Japan Network who are actively at the forefront of marketing will discuss future possibilities created by diversity.

Chapters:

• 00:52 – 02:22 – How Diversity will Change the Advertising Business
• 02:24 – 04:46 – What does diversity in the workplace mean?
• 04:47 – 07:16 – How does diversity play into Dentsu’s business
• 07:16 – 18:39 – What does diversity mean for your career or for your team
• 18:39 – 21:39 – The small business performance of diverse workplaces
• 21:40 – 27:14 – Working in Japan and Dentsu
• 27:14 – 28:55 – How has Dentsu’s working environment changed?

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

Visuals impact the way we see ourselves—and the world around us. When inclusiveness and diversity are considered in imagery, authentic representation is created that can change perceptions, shift mindsets, and help create lasting connections between brands and consumers.

This interactive workshop, presented by Getty Images at Advertising Week Europe 2022, will give you the tools you need to effect change in your visual communications to be inclusive and representative of the world around you.

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

No two communities are the same on Twitch. However, what unifies them is a love of live, interactive, shared entertainment. Hear from those who bring these communities together and create these never-to-be-repeated experiences in conversation with Adam Harris, Global Head of the Twitch Brand Partnership Studio, as they provide tips for brands on how to facilitate a more diverse and inclusive experience for the gaming and livestreaming community.

Chapters:

• 00:00 – 02:29 – Creating an inclusive experience on Twitch
• 02:32 – 06:44 – Twitch community growth during COVID
• 06:45 – 13:29 – How to find your community
• 13:30 – 16:45 – Ebonix on her time on Twitch
• 17:34 – 24:42 – Diversity and inclusivity in the gaming industry
• 24:43 – 29:25 – Best practice tips for brands working with creators

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

What happens when M&M’s meet The Marvelous Mrs. Maisel?

Mars Wrigley teamed up with Amazon Ads and Prime Video to bring the joy of streaming their latest hit with M&M’s in-hand to shelves and screens across the UK.

In this session, from Advertising Week Europe 2022, we unpack this first-of-its-kind collaboration.

Chapters:

• 00:30 – 00:48 – M&M’s meets The Marvelous Mrs Maisel
• 03:31 – 05:39 – Why video is central to Mars Wrigley’s strategy
• 05:40 – 08:42 – How the M&M Unpack campaign came to life
• 08:42 – 15:51 – Elements that supported and amplified the campaign
• 15:52 – 17:40 – How brand voice comes into play
• 17:40 – 21:09 – Media performance evaluation

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

What does the future of AI look like?

While we all know that artificial intelligence will change business forever, how will this happen? Those leading and involved in businesses pushing the boundaries of AI discuss in this session from Advertising Week Europe 2022.

Chapters:

• 04:09 – 11:54 – How to measure the success of AI and algorithms
• 11:55 – 13:36 – Using humans to train AI models
• 13:38 – 16:36 – What to do when errors are made
• 16:36 – 23:53 – How to fix mistakes in AI models
• 23:52 – 26:29 – How data is obtained
• 26:29 – 30:41 – What machine learning and AI algorithms can do for your business in the next 10 years

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

These leading women, all of them Advertising Week Future is Female winners and nominees, will give it to you straight. In this session, from Advertising Week Europe 2022 you’ll Hear their hard-hitting advice, the things they learned along the way, and what they wish they had known all along.

Chapters

• 00:58 – 04:51 – Introduction
• 04:51 – 06:26 – What was it like working on a cancer charity campaign?
• 06:27 – 09:43 – What qualities do you think are important to be successful in this industry?
• 09:44 – 14:25 – Dealing with imposter syndrome
• 14:26 – 16:29 – The power of mentorship
• 16:30 – 19:42 – Where do you find mentors?
• 19:42 – 22:30 – Diversity issues in the advertising industry
• 22:32 – 27:53 – Nepotism in the advertising industry
• 27:54 – 30:55 – What message would you share with the next generation?

Recorded content structured by Snackable.AI

Podcast: Play in new window | Download

Subscribe: RSS

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.

Podcast: Play in new window | Download

Subscribe: RSS