Havas’ Vicki Maguire (Chief Creative Officer) and Britt Iversen (Head of Strategy) – a rare all-female cross-discipline creative partnership – kick off Media360 with a sprinkle of creative stardust as they dive into the ‘why’s and ‘how’s of creating Asda’s blockbuster ‘Buddy the Elf’ Christmas Campaign.
This session will explore how the brand harnessed the power of creativity – and held its nerve – to put a smile on the face of the nation in the darkest of times, stealing hearts (and share of wallet) and ‘winning Christmas’ in the process –
In the midst of a cost-of-living crisis, why the brand decided to eschew rational messaging (not to mention IPA guidance) and set out to unashamedly entertain in the face of adversity.The inside story behind how the agency – faced with an infamously reluctant rightsholder and iconic but previously ‘off-limits’ IP – pulled off the impossible.
The role of media in elevating great creative to another level – including scattering a trail of festive breadcrumbs to tease the campaign, special builds (probably) visible from the North Pole, and bringing the story to life in-store through Asda Radio.
How the brand – outgunned on media spend (and Christmas equity) by its competitors – combined creativity, culture, and a shift in approach from ‘share-of-voice’ to ‘share-of-heart’ to win Christmas and be crowned the year’s most effective ad of all.
- What does a turbulent economy mean for marketing and advertising budgets?
- Balancing data-driven, targeted marketing with brand-building, culture-first content: how will the potential recession impact priorities?
- Understanding your consumers as the first step to staying relevant
Ros Atkins is the BBC journalist who has found fame with what The Sunday Times dubbed “assertive impartiality”. His sharp viral “explainer” videos famously crunch complex news stories into short, shareable clips. Ten years ago, that thinking felt rather unnecessary but the internet has transformed the way people consume news, so publishers and brands are increasingly open to new ways to reach audiences across multiple devices.
This session will bring to life Ros’ experience of what digital content cuts through (and what doesn’t) and how his team tailor output for different platforms. It is presented by UKOM, which endorses Ipsos iris, the industry standard for UK online audience measurement.
The TV space as we know it is changing. The rise of AVOD and FAST, underpinned by the recent cost of living crisis, means that marketers now have a huge opportunity to reach their audiences more effectively than ever before. Let’s talk about how you can leverage the power of Connected TV via AVOD, FAST, and YouTube in a way that resonates with your audience in 2023 and beyond.
Looking at a list of today’s top brands, many have topped the list for over a decade. But how did they get there in the first place, and how are they innovating to secure future success? In this session expect exclusive insights into:
- How have they utilised the power of marketing and advertising to become a top brand?
- How are they planning to innovate and elevate their marketing and advertising to become a brand of the future?
- What are their priorities for growth in 2023?
- As budgets come under tighter scrutiny, what are broadcasters doing to adapt to the current challenges?
- Developments in cross-media measurement: how should we consider quality?
- An update on CFlight and Origin: why we need to crack measurement and transparency to future-proof the TV industry
Triggering high-quality attention for brands by understanding people’s passion
- Applying new insights – using qualitative and quantitative data to better understand people’s passions and what makes them tick
- How can brands resonate with consumers’ day-to-day behaviour and feelings?
- A passionate affair – bringing to life how, when and where people interact with brands and content
- What is the state of TV today
- Why the streaming is becoming the new standard (SVOD and AVOD landscape)
- 4 common challenges that are holding back CTV’s true potential
- Demonstrate how you can unlock the power of CTV
- Actionable Insights to help optimise your total TV strategy
- As workers begin treating work in a more transactional fashion, what action should leaders take for their organisation?
- Getting good at delegation to empower your employees
- Why leaders should encourage work-life balance and work smarter, not harder
- Why you shouldn’t be too singular in strategy: understanding your different audience segments and how to speak to them
- Cultivating your creative strategy around each separate audience to encourage engagement
- Choosing the right channel to deliver each message to each relevant audience
The pertinent topic of trust in advertising is a debate that rumbles on… until now. Join us for an interactive session exploring the value advertisers really place on trust and how significant a factor it should be when building a media plan.
The session will feature a range of view points, with panellists from media agencies, media owners and brands, as they compete in series of challenges and questions. Featuring advertising leaders, consumer insight and interactive audience polls.
After every round of challenges and key talking points, the audience will vote and at the end, one of the panellists will be crowned the Big Trust Debate champion.
- Lessons learned and wins to share: an insight into Boots’ MarTech journey
- The barriers to business transformation when implementing a new technology strategy and how to overcome them
- Why you should prioritise creating accessible MarTech data for your CRM teams
- Join us for a revealing session of the Guardian’s latest research findings on how UK consumers are navigating life, fulfilment and joy in these extraordinary times. The past couple of years have brought significant changes to our daily lives and the ongoing crisis has had a profound impact on people’s emotions and behaviours.
- The Guardian will present the findings and show how people are shifting towards a more mindful lifestyle, cherishing special moments and prioritising wellbeing in the face of rising costs and stress. Learn about the key moments for brands to engage with consumers and how you can connect with your target audience.
- Don’t miss this opportunity to gain insights into the changing attitudes and choices of UK consumers and discover how brands can help them lead better lives.Shift Happens: why the smaller picture is big news
- Understanding the impact of quality gameplay experiences: what makes a game premium and how player perception intersects with a quality gameplay experience
- How do brands better involve themselves in the gaming space whilst remaining contextually relevant?
- Unlocking an engaged and responsive consumer channel: creating communities that will authentically engage with your brand
- Measuring success within gaming: focusing on long-term partnerships with hardworking metrics
- Why companies that champion disability inclusion report 30% higher profit margins compared to their peers
- How a diverse workforce helps ensure your internal inclusion strategies match your external campaign representation
- The value in creating a workplace that everyone wants to be part of
For too long, our industry has been in the grip of data anxiety. We’ve spent well over a decade wrestling with how to deal with first party data and with the deprecation of third party cookies imminent, purchase journeys continuing to fragment and increasing privacy regulation across all markets, the challenges are only mounting.
In this session, global leaders from Wavemaker will share how they’re responding with pragmatism, not hyperbole and have built a powerful solution based on simple principles of ownership, customer centricity and predictability.
By using location as a matching key, they’re delivering data freedom for clients in a cost-effective way that allows for custom, outcome orientated solutions that are compliant, durable and actionable anywhere.
- The political and economic outlook: where are we now?
- Helping your Chief Marketing Officers (CMOs) understand why Chief Financial Officers (CFOs) are forced to look at brand marketing spend during a downturn
- Equipping CMOs with the language and arguments to persuade CFO, CEOs, Boards, analysts and investors of the value of brand marketing through a downturn
- Agencies are under more pressure than ever to deliver, but can they ever provide a 360 view? Can brands step up to plug this gap themselves?
- The rise of ‘blended companies’ and balancing internal/external capabilities
- Measuring the success of in-housing – finding the right metrics and considering the less tangible transformation benefits improving performance long-term