For the past 14 years, Advertising Week has brought together industry professionals in New York City to discuss marketing, branding, technology and the evolution of the industry.
This year’s seminars and workshops touched on all the hot topics including native ads, programmatic, data and mobile, leadership, transparency and the role of politics in our world. Across all discussions, a huge emphasis was made on how the broader advertising
industry continues to use an innovative and tailored approach to address these subjects.
Extended and Embedded Models
With new players continuing to be introduced, the role of CMOs must evolve to remain relevant in their respective businesses. As a result, more teams from across the creative landscape are beginning to cozy up to the idea of sitting within the client’s team or at their partner’s spaces, to facilitate efficiency on joint projects. The experimental mindset is growing and the model of extended teams is being embraced and improving results for clients.
Clients have different needs and the advertising ecosystem is continuing to evolve and grow to meet those needs. In the session An Uncomfortable Conversation with CMOs, Angela Ceccarelli, Vice President, Marketing, HSBC said “Marketers need to be orchestrators and not conductors; they need to leverage their staff, partners and loyalists.”
Another interesting theme emerging throughout the week was the evolution of connections between the digital and physical worlds. Consumers only perceive one connected world, therefore you shouldn’t have separate online and offline strategies, you should have one overarching strategy that touches all elements within the consumer’s journey.
As technology and digital solutions continue to evolve, it’s interesting to see how advertisers are aligning marketing objectives across different devices and locations. There’s a certain excitement around treating offline the same way we treat online. What does programmatic outdoor look like? What does search in a physical environment imply?
During the session, When Programmatic Buying Gets Placement Right, Nathan Eide, Director, Media Technology & Innovation, FRWD, enthusiastically shared his experience with programmatic digital OOH for one of their biggest clients; a top national retailer. Programmatic buying, and the right location and data partners meant that they could identify and track individuals – meaning that for the first time they were able to measure the client’s ROI down to the dollar.
As consumers constantly change and absorb content in different ways, agencies need to feel equally comfortable with outsourcing to specialists that create content and other connected solutions in different ways as well.
At the end of the day, we all need to learn how to collaborate in this ever-changing playground. It’s important to play nice in your client’s roster and educate your partners on what you do best (and vice-versa). This will help you deliver beyond your scope, and clients are expecting you to do so.
As Winston Binch Chief Digital Officer, Deutsch NA, wisely said “Meet the ask, but bring the need.” The digital capabilities are out there, it’s time to partner up and move the industry forward.