The Inclusion Revolution: Business at the Intersection of Culture + Commerce

In this session from Advertising Week New York, marketer, storyteller, and Laugh Out Loud President + COO Thai Randolph is joined by Uniworld Group Chair + COO Monique Nelson for a conversation about the growing economic evolution that is young, bright and…in Color.

Thai and Monique dive into the changing face of “multicultural marketing, and discuss the need for companies to embrace a diverse by design strategy and create future-facing organizations and authentic brands that move at the speed of culture.

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Friction Fatigue – How Earned Marketing Beats Consumer Ad Exhaustion

Ad-wary consumers and cash-strapped media companies have driven the advertising industry in a new direction. From Red Bull’s famous Stratos event to Michael Bloomberg’s failed Presidential bid, Friction Fatigue weaves a story about consumers demanding a new relationship with advertisers, and how marketers can meet their expectations of an Earned-led approach to drive brand growth. Based on the best-selling book, this presentation from Advertising Week New York 2021 features unique insights on how Earned Marketing can reignite brand love.

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What Got Us Here Won’t Get Us to the Future: Moving Towards an Opt-In Internet

The world of digital advertising has been predominantly controlled by a few large tech companies, limiting transparency and competition. However, the internet is a lot bigger than these few destinations.

As the shifting identity landscape moves the advertising industry toward a consent-based, opt-in environment, there is a growing demand for independent, transparent and privacy-centric solutions that allow for unified targeting and measurement.

In this episode of Uncommon Thinking, recorded at Advertising Week APAC 2022, join industry leaders as they discuss what these changes mean and the new approaches to identity that are laying the groundwork for an upgraded, opt-in internet.

Chapters

  • 00:30 – 14:26 – What is the future of the opt in internet?
  • 14:26 – 23:42 – The future of the data driven marketing industry
  • 23:42 – 25:45 – Contributing to the walled garden ecosystem
  • 25:45 – 30:49 – What do you hope the media industry will have achieved in the next 12 months?
  • 30:49 – 31:55 – What changes are you making to your business to respond to what’s happening in the sector?

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Evolving Your Voice in Music

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

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Finding Your Place in the World’s Biggest Creative Playground

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

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The New Age of Experience: New Technologies, The Metaverse and Shaping Virtual Worlds

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

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Diversity for New Possibilities – How Diversity Changes the Advertising Business in the Future

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?

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Seen, Skipped or Stereotyped: Defining the Details That Talk To DE&I In Imagery

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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Creators In Conversation – How Can Brands Create an Inclusive Experience?

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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Mars Wrigley & Amazon Teamed Up To Make M&M’s the Snack You Can’t Stream Without

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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