EU 2019


Creativity is the Only Way to Survive: But it Doesn’t Happen Without Diversity

It’s ironic that we, as an industry, talk about diversity in such non-diverse ways. We look to stats and quotas to drive diversity forwards across restricted parameters such as gender and race rather than focusing on the authentic and humanistic solution – inclusion. The purpose of advertising and marketing communications is to help brands play a meaningful role in people’s lives, and the way to do that is to connect with the consumer, to walk in their shoes.

TV Advertising: Time To Survive Or Thrive?

Viewing of broadcast television has fallen consistently since 2012, the profile of its viewers is getting older whilst there are now more subscriptions to Netflix, Amazon and NOW TV than there are to ‘traditional’ pay-TV services. Social media platforms like YouTube are taking up an increasing amount of young people’s viewing time, whilst platforms like Instagram and Facebook occupy an increasing amount of their downtime. What does this mean for the future of TV and the ads that live on it?...

Right Brain, Left Brain: Data vs Creativity in Video Advertising

"Data is great at giving you information, giving you knowledge; but it doesn’t give you understanding and that is its great failing.” - Sir John Hegarty Consumers want to build meaningful personal connections with the brands they engage with. We all know that video advertising presents a huge opportunity to do so - but how can brands ensure their stories will capture their audience’s attention? Should we rely on data or creativity? Does one undermine the other, or do they go hand in hand?

Gen Z Doesn't Love You ... Yet

New research finds Gen Z harder to win over by brands, media, and the companies recruiting them. This comprehensive study, done by Atlantic Re:think, The Atlantic’s creative marketing group, with Comscore and Harvard College Consulting Group, focuses on three specific areas as yet untapped in prior studies of this influential demographic: revealing Gen Z’s preferences as a user, a consumer, and a decision maker. See the findings and learn how to connect with this young and powerful...

Riot Games: Building Successful Partnerships in Esports

Naz Aletaha, Head of Esports Global Business Development at Riot Games shares insights from her experience in building premiere esports partnerships for the world’s most viewed esport. Riot Games is the owner and operator of League of Legends, whose 2018 World Championship saw 99.6M unique viewers tune in to the final match. Having recently announced partnerships with Mastercard & Dell Alienware, Naz speaks about the growing esports industry and what it takes to create successful brand...

The Power of Play - A Retail Case Study

Presented by Tapjoy, this is an entertaining and visual case study of Ian Livingstone’s journey as an entrepreneur in the 1970s while he co-founded Games Workshop and launched Dungeons & Dragons. He will talk about his multi-million selling interactive gamebooks, Fighting Fantasy, and the increasing use of interactive narrative in media today. From analogue to digital, he will give a brief history of Lara Croft: Tomb Raider and computer games past, present and future.

Driving Growth Through Data-Driven Marketing

Data-driven marketing allows brands to deliver what consumers want -- advertising that’s helpful, relevant and responsible. New research from Boston Consulting Group (BCG), commissioned by Google, and conducted over the course of more than a year, found that these best-in-class digital marketers benefit from 1.4 times greater cost benefits and up to 2.5 times revenue impact. Yet just 2% of EMEA marketers are best-in-class at data-driven marketing. Why is so much value being left on the table?...

Advanced TV powered by data & ad tech

The way we watch TV has changed. Cord-cutting streaming solutions are transforming the industry, media consumption is changing and solutions are required to adapt and evolve like never before. Additionally, traditional broadcasters are evolving and offering viewers standalone streaming apps for on-demand viewing on a variety of platforms. Programmatic ad buying is at the heart of the shift in digital advertising. Featuring Acxiom, SpotX, Honda and Samba TV.

Location, Location, Location (Data)

The ability to communicate to consumers during their movements throughout the day is impacting purchasing behaviors in real time. More and more marketing spend is being allocated to these capabilities, allowing brands to establish a continuing dialogue with their target audiences. Where is the line in the sand? When does this opportunity become too personal? What are the implications of GDPR? This panel will explore location data, best practices, and the feedback from consumers and brands alike.

Human Marketing

We are witnessing a shift in device-centric targeting to human targeting - putting the focus on human behavior, inspiration and emotions. It is no longer just about meeting targeting demands, but about striking emotional chords and effectively resonating with your consumers - the humans. This debate will explore this concept of how to unfold your data, utilizing it effectively to communicate with your core demographics and their passions while driving ROI. Featuring Adobe, Golin, Ogury,...

New Rules of Engagement: 3 Unavoidable Trends for 2019

Space is getting tight in the adland graveyard for well-intentioned yet failed forays into thorny #woke issues. Where is offence is worth it, are we deluding ourselves over diversity and has our moral compass shifted? Who are the brands that genuinely deliver depth and challenge the superficial?

Attract a Wider Talent Pool by Becoming More Neurodiverse Friendly

Neurodiversity isn’t a new concept but research and best practice in the public domain remains limited. The lesson will discuss measures businesses can implement to be better placed to attract neurodiverse talent.
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