Uncommon Thinking

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.

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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

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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

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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

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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?

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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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