What if agencies and marketers created products and services, not just ads? And what if they made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can we learn from the makers, technologists and agencies already playing in this space? Turns out, a whole heckuva lot.
by Carl Settles, Sergio Alcocer, Kelli Coleman and Leslie Wingo
With ethnic minorities now representing the largest and fastest growing segments of the consumer economy, the very definition of the general market is being challenged. Multi-cultural agency heads such as Translation’s Steve Stoute are eschewing their parent agencies (Mr. Stoute bought back a majority stake in his agency from Interpublic) in order to compete for a larger share of the marketing pie. In his book, The Tanning of America, Mr. Stoute lays out a compelling case for why he and many other multi-cultural agencies may be better suited to influence general market consumers than their largely mono-cultural counterparts.This panel explores the unprecedented opportunities for minority owned agencies and talent to move to the forefront of the advertising landscape. We’ll hear from key executives from GlobalHue, LatinWorks and Sanders\Wingo ad agencies as they lay out their visions for advertising in the 21st Century and the defining role minority media makers are playing in it.
by Tim Leake
Thanks to digital and social media, Marketers and Ad Agency folks have gone from having a one-way conversation with customers into a million-way conversation. We’ve added capabilities to create digital work. But that misses the point. What we really need to do is learn how to create work for a digital world. We know we need to be agile, but we don't know how to do it. "Moving quickly" doesn't play well with "covering your ass." We want everything: work that's creative, gets noticed, maximizes results and minimizes risk. (And, preferably, is affordable.) Adprovising is a simple set of rules to help us get there – joyfully stolen from the world of improv comedy and repurposed to suit our own needs.
9th–13th March 2012