Events: Europe 2021 | Calendar / Advertising Week

10:30 ^AM

Gaming & Esport Social Connection in a Virtual World: How Gaming Found Increased Purpose in 2020

The Creative Showcase

In 2020 as the world changed, so too did our entertainment habits. Looking for ways to find social connection, joy and purpose in a world without physicality, people increasingly turned to video games. But far from being a new phenomenon, gaming has been steadily on the rise for years.

This session will explore the impact of the pandemic on entertainment consumption, including video games, and seek to better understand what these changed behaviours and emotional connections mean long term for consumers and brands alike.

Jonathan Stringfield VP and Global Head of Business Marketing, Measurement and Insights, Activision Blizzard Media and Esports

Abby Thorsgaard Manager, Primary Research , Omnicom Media Group

Jonathan Stringfield

Abby Thorsgaard

11:00 ^AM

Gaming & Esport Help, My Audience is Gaming: How Can I Navigate the Violence Element of Gaming?

The Creative Showcase

Over 1/3 of the world’s population are gamers…gaming is up +19.6% y-o-y ($174.9 bn). Brands are eager to advertise, with the caveat it’s in a brand-safe & suitable environment. Conspicuously, PEGI rate that over half of video games contain a degree of violence, so does level of violence jeopardise brands that are advertising in it? Games are highly contextual environments needing a custom no-one-size-fits-all approach. We present a framework for brands to find the right suitability strategy & outcome for campaign needs

Julia Rast Manager Global Solutions and Innovation, Xaxis

Julia Rast

11:30 ^AM

Gaming & Esport It Groaned, It Chewed, It Conquered: Inside Pringles’ Frank the Zombie Campaign

The Creative Showcase

Wondering how to crack gaming culture and advertise authentically in the gaming space? Look no further. Join Adam Harris, Global Head of the Twitch Brand Partnership Studio with Elena Mancini, Senior Brand Manager, and Stephen McSweeney, Digital Marketing Specialist of Pringles Europe, to explore how Frank the Zombie stole hearts and minds as he broke free of his game to taste Pringles with some of Twitch’s top streamers and became one of Twitch’s most watched streams.

Adam Harris Global Brand Partnership Studio Head, Twitch

Elena Mancini Senior Brand Manager, Pringles Europe

Stephen McSweeney Digital Marketing Specialist , Pringles Europe

Adam Harris

Elena Mancini

The Studio

Tech Labs

Innovation Factory

Creative Showcase

Workshop

The Forum

AdTech & Automation

Audience & Insight presented by Amazon Advertising

Brands & Marketers

Craft & Creativity

CTV & Streaming presented by Roku

Culture & Transformation

Disruption & Building Back presented by Reddit

Gaming & Esport

The Workshop

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