5 things we learnt at Advertising Week Europe
As Advertising Week Europe draws to a close, we take a look at the big issues – from ad blocking and data regulation to marketing’s image problem – that have been up for discussion.
The uncomfortable truths about marketing: agency siloes, image problems and data obsession
While brands and agencies love to celebrate their successes, there are certain issues such as an over-reliance on data and a siloed approach to work that too many marketers are avoiding talking about according to top marketers from Sainsbury’s, Unilever and Travelex.
Tinder CEO Sean Rad on why innovative brands need an ‘aura of naivety’
The chief executive of social dating app Tinder believes innovation in brands comes from people “who are not experts in their field” and being naïve can help leaders be more creative.
Snapchat’s Nick Bell: ‘Our audience is not as young as people think’
Snapchat’s vice-president of content Nick Bell is trying to banish the misconception that the vast majority of its audience are teenagers, claiming two-thirds are over 18 and 50% of new daily users are aged over 25.
How Under Armour and Coca-Cola are overcoming ‘brand laziness’ in marketing to women around sport
Brands are too “lazy” when it comes to marketing to women through sport but marketers that have worked for Coca-Cola, Under Armour and Heineken say there are plentiful opportunities for better storytelling and grassroots community work if marketers can ignite a conversation.
Nicola Mendelsohn and Matt Brittin on VR, AI and why the future is bright for marketing
Nicola Mendelsohn, Facebook’s vice-president of EMEA and Matt Brittin, president of Google EMEA, share their thoughts on the changing digital landscape and what it means for brands at Advertising Week Europe.
Mark Ritson: Trump is single-handedly saving the news industry
Donald Trump’s chaotic presidency is highlighting the importance of trusted news brands and driving consumers towards the only model that can save the industry – paid subscriptions.
Marketers returning to commission-based pay models for agencies
Marketers are increasingly moving away from paying their agencies based on fees and incentives and instead adopting compensation models in a bid to ‘simplify’ pay models, according to a ANA report.
Google turns to AI as it looks to improve attribution
The internet giant claims its “cutting edge” machine learning work will help advertisers better understand the consumer journey and therefore how their marketing leads to a sale.
EasyJet CEO Carolyn McCall urges marketers to stop ‘over-using’ the term innovation
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
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