Future Marketing Summit

Future Marketing Summit

futuremarketingawards 2007 - Winners Announced
Posted on 2007-Mar-26 at 12:59

The 2007 Awards were presented by European Jury Chairman: Michael Wall, Founding Partner Fallon London and President International Fallon Worldwide.

Future Marketing Awards 2007

The awards are divided up to reflect creativity and innovation, effectiveness and the global nature of Future Marketing. 41 Future Marketing categories and 33 IMPACT categories over 10 genres, address the most important aspects of the Future Marketing industry.

"The Future Marketing Awards celebrates a wide range of non-traditional marketing and advertising techniques. The brand communication environment has changed and this change is a quickening pace: it is our intention to illuminate and identify the opportunities, celebrate the pioneers and showcase the best work from around the world."

The awards programme is made up of three divisions:
  • The Future Marketing Awards
  • The IMPACT Awards
  • The Global Future Marketing Awards

To see who won in Europe, go to futuremarketingawards.com

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Round-Up
Posted on 2007-Mar-26 at 12:58

Douglas Broadley, Global Chief Creative Officer, IMAGINATION - www.imagination.co.uk

Douglas brings the Future Marketing Summit in London to a close by summing-up the sessions with insight into the theme of Future Marketing 2007: INTEGRATION

hear his summation at the previous link (especially if you missed the UK summit)

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Google & British Airways - Partnership Marketing
Posted on 2007-Mar-26 at 12:58

Obi Felten, Head of Consumer Marketing, Google UK and Ben Malbon, Planning Director at Google's agency BBH UK went into incredible detail talking about their partner marketing example with British Airways - another BBH client.

hear their entire presentation at the previous link.

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Delivery of Intergrated Communication
Posted on 2007-Mar-26 at 12:39
Jon Hamm – Founder Greenroom Digital and Partner in Entertainment Intelligence

If you wanna know what that slide means, well...you probably should have been there.

But if you are really curious, you should probably listen to Jon's Magpie Theory.

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User Generated Content - Making it Work
Posted on 2007-Mar-26 at 12:08

Matt Smith, co-founder of The Viral Factory

“Viral, probably more than any other marketing channel, is idea-driven in the sense that if you don’t have a good idea, a good piece of creative, it won’t get seen.”

Matt has been involved in some of the most successful viral campaigns on the web, including award winning work for MTV, Ford Sportka, Trojan Condoms, Microsoft and Axe (my favourite is this one for Axe). The Viral Factory constantly comes up with work that gets massive viewing figures yet remains on brief.

Matt shared some of his trade secrets with the audience and showed some of his favourite Virals (some screen shots below).

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Entertainment Harnessing
Posted on 2007-Mar-26 at 11:58

Michael Wall, Founding Partner Fallon London, opened the panel discussion with a great introduction talking about the opportunities that entertainment gives clients and agencies.

During the session the panel debated how entertainment can be effectively harnessed, what works, what the limitations and opportunities are for brands.

The panel was better than most, but the best comment might have come from an audience member who took liberty with the idea that "advertising should be entertainment."

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Entertainment Insights - Take the Cake
Posted on 2007-Mar-26 at 10:34

Mike Mathieson and Mark Whelan, Founding Partners at Cake, easily gave the loudest and perhaps the best presentation of the day.

Cake's campaigns break the mould.

Their presentation showcased some great case studies showing how brands can use entertainment to succeed. Here's how the Motorola brief creates Cake's Red Launch in London (video).

One of the several case studies they presented showed how Cake has been able to help brands like Ben & Jerrys come to life for a much more sustained period when conventional advertising to make a similar impact would be unaffordable.

the Ben & Jerry's idea...

two things are really certain: people eat more icecream in the summer and people with kids need to get out more (that was the link).

Their session concluded with a really great Q&A (listen to it here).

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Design Insights
Posted on 2007-Mar-26 at 10:00

Mike Bennett, Creative Director at Digit

Started by asking the group 2 questions:

- How does design change in a digital world?

- What does design means in a digital world?

Then, via his experiences at Digit, he talked about how brands and their agencies can take advantage of simple human interaction in three dimensions to grow their brands. It turns out that Digit is all about moments. They believe in the idea of a "joined-up-world" where "moments of interaction matter as much as a big idea of a media strategy. You have to get your moment spot on."

His recent “Body in Motion” installation for Sony Ericsson has been a huge success for Digit and he explained how the idea came to life and was able to get over the masssive noise in the marketplace.

Concluding his presentation with a slide highlighting how Digit works (10% of the time).

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NY Future Marketing Highlights
Posted on 2007-Mar-26 at 08:51

Opening Day Two

Alex spoke about some of the things he learned in New York at the Future Marketing Summit there. Such as how Crispin Porter + Bogusky is now taking a chunk of equity from clients for their ideas, how engagement is everthing, and how there doesn’t seem to be enough talent in the industry.

The concept of "the consumer owns the brand" was another idea that Alex shared with the audience. It seems not everyone is in agreement on this theory.

He also talked about an ultimate brand example that was presented in New York by VCU Adcenter students (it'll surprise you).

And played a short video from the NY Future Marketing Summit.

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Delivery
Posted on 2007-Mar-22 at 08:19

The last session of the day encompass the delivery and promotion of the communication project itself and the platforms and avenues for communication delivery.

How do you become great at delivery?

Moderator. George Bryant – Head of Planning, AMV BBDO
• Alex Marks - Head of Marketing, Microsoft
• Simon Clemmow – Planning Partner, CHI
• Jo Brooks – Partner, JBPR Public Relations
• Simon Clemmow – Planning Partner, CHI
• Jimmy Mayman – Chairman, Go Viral
• Chris Arnold – ECD BLAC & Chairman of the DMA Council

The panel made the point that honesty is the key to delivery, because you will loose your brand if you lie and get found out. "You need to think in a purist way, media neutral, marketing neutral...and remember our job is to sell people at the end of the day."

The group seemed to agree that we should be using our data better, especially when it comes to delivery. Grouping strategist & creatives together seemed to be a strong theme during this session as well.

Alex Marks of Microsoft talks about engagement being the future of marketing.

George Bryant concludes the last session of the day.

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Technology Opportunities
Posted on 2007-Mar-22 at 03:28

Richard Huntington, Planning Director United London gave the audience a great planning introduction on technology to prepare us for the entertaining discusion we were going to hear next from the panel.

what is possible now? how is it best used? what should be avoided? what we need to prepare for in the near future?

Moderator. Richard Huntington - Planning Director, United London
• Rory Sutherland – Vice Chairman, Ogilvy Group
• Amelia Torode - Head of Digital Strategy, VCCP
• David Grebert – Associate Dir, Global Advertising Development Department, P&G
• Steve Henry – ECD, TBWA London

Amelia Torode talks about the di fferences between a pure play digital shop and a traditional agency.

Rory Sutherland (a big fan of ihaveanidea) tells us to forget the old metrics.

Rory and Amelia debate the birds and the vampires.

David Gerbert talks about marketers needing to understand that communication is now 2 ways.

David Grebert on interactive.

David Grebert from P&G on retail marketing.

David Gerbert describes what kind of agency he wants to see in the future.

Richard wrapped things up with his view of what technology allows us to do.

After the session, I managed to pull David Grebert aside after the panel and privately ask him, what he's learned recently and what he is really looking for in the future.

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Harness the power of technology in Second Life
Posted on 2007-Mar-22 at 01:05

Did someone spike the coffee this morning? The tea?

Session 4 - Technology Insights

This mind-altering lecture (the good kind of lecture) led by Justin Bovington, Founding Partner at Rivers Run Red, took the the audience at the Future Marketing Summit to a world many of us have never been to. And for those memebers of the audience who where somewhat familiar with his topic, the depth and understanding of a world very few people comprehend was worth the price of admission to the entire summit.

Justin spent a lot of time patiently educating us on Second Life, his client and world.

Ever wanted to sms a REAL picture into your Second Life world?

What about designing some sneakers for your avatar...and then realizing that your virtual shoes would make awesome REAL shoes because they'd go so good with your favourite jeans and the colors you used in your virtual design is exactly what you want in REAL life....

Well now RBK will make you REAL shoes baed on your virtual design. Where I'm from the kids call that dope! On Second Life it's called "the recipe".

adidas too...

or maybe you own a really cool agency that you'd like to make virtually cool...

This is no fad. It's Second Life.

After downloading as much as one person's bandwidth can absorb during an hour long presentation, I joined in with Justin, Andreas Berens from BBDO Dusseldorf, Mark Pytlik from Stink and Stephen Rothman from Saatchi & Saatchi Frankfurt for an impromtu panel. Check it out!

"If you give people the right props they will tell your story for you...(as a marketer) come there with relevant content and you will find you will do well."

Fast Facts on Second Life
- 1.5 million active accounts (logged on in the last 30 days)
- GDP 1.7 million US
- 25% of users with a positive cash flow
- Average daily activity growing at 20%
- Average age 33
- Women are the leaders in second life
- People want the same social norms from real life in second life
- It's blurring between virtual and real
- 31% USA, 48% Europe, 21% rest of the world
- You are most likely to meet a Brit
- People are very active in the community (creative expressionists + social participants)
- BBH makes people hold meetings on Second Life

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Antidote - A Fresh Perspective
Posted on 2007-Mar-21 at 11:59

Tim Ashton, Founder of Antidote, "an antidote to big, slow, single discipline creative departments” gave an incredbily well thoughtout presentatin on his fresh perspective on how to do brand communications.

Packed with case studies and deep insight the third session seemed to be a highlight of many who were there, simply because of the great (and polar opposite) examples he showed on how his Antidote works.

click on - Fresh Antidote to hear what everyone is talking about at the Future Marketing Summit today.

“A consistent pattern in our response to new technologies is we simultaneously overestimate the short-term impact and underestimate the long-term impact.” – Roy Amara, Institute for the Future

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Design
Posted on 2007-Mar-21 at 11:56
Alex West, founder of Future Marketing, opened up session 2 highlighting what design can do for brands as part of an Integrated Brand Communication campaign. The panel touched everything design from all different angles and helped the audience realize the opportunities, the issues and the methods for agencies in the future.

Moderator. Alex West, Founder Future Marketing
• Douglas Broadley – Global Creative Director, Imagination
• Mike Bennett– Creative Director, Digit
• Simon Jordan – Founder, Jump Studios
• Tim Ashton – Founder, Antidote
• Lucy Johnston

All the panelist for this session seemed to come to agreement on the idea that, designers are very good at doing, and agencies are very good at thinking. As well as the concept of collaboration with the trend for the future towards developing retail solutions for the marketing department. It was a fascinating dialouge!

"It's about the experience, the brand experience...the retail space is a great way to expess the living relationship with the brand."

Specifically...

Douglas Broadley made a point to talk about ford's recent design success and lickability (yeah, lick). And how good design can deliver a real bottom line value.

Mike Bennett spoke about an installation Digit recently did.

Tim Ashton talked about how design agencies can only take it so far, they seldom get the message right. According to Tim, "A small tight group of people sharing the journey is the only way."

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Reality Check
Posted on 2007-Mar-21 at 11:14
The first session set the table for the summit's theme: Intergration

Moderator. Sean Pillot de Chenecey - trends consultant and future visionary
• John Shaw – Head of Planning, Ogilvy
• Carsten Beck –Head of Research, Copenhagen Institute for Future Studies
• Martin Raymond - Futures Director, The Future Laboratory
• Russell Davies – Founding Partner, Open Intelligence Agency

The main question that was posed to some of the brightest minds in the business...

Who should control the Integration and how do current communication trends affect campaign integration ambitions?

The answers and thoughts...

"90% of everything is crap."

"Consumers always think in terms of the lowest common denominator

"Increasingly the consumer is open to risk - now is the time to release the demons."

"Brands for most people are fun."

"It's not brands that are the problem. It's the people managing the brands and the organizations that screw stuff up."

"People aren't a demographic. They live and breathe...you must live with the consumer.

"Ideas are easy. It's the making of stuff that matters"

And it's important to remember that anything you say or do could be seen by anyone:
Howard Schultz email - Subject: The Commoditization of the Starbucks Experienc

So does the consumer own the brand?
listen to the whole panel converation (50 mins)

I also spoke to Russel for 5 seconds before he had to leave to catch a plane to VCU Adcenter

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Sisomo - Sight, Sound and Motion
Posted on 2007-Mar-21 at 10:34

The keynote speech for day one, was an inspiring take on the potential of new communications and media technologies that are making it possible for marketers to make emotional connections with consumers in different ways.

During Kevin’s presentation he played…

this viral from quicksilver

a video of the New Zealand All Blacks Haka -
(he seems pretty confident they will win the championship this year)

It was probably one of the best keynote presentations I’ve seen in years. And the people that I spoke to after his talk seemed to agree.

His main points were that the consumer is leading the way with all this change and most of all “the crap that went before us in irrelevant” now. “Tomorrow is the how, the where and the when. Technology has been the biggest liberator.” Even though he feels strongly that “TV will always be the number 1” channel, out producing any other medium.

He went on to talk about agencies in the future saying, “Our role is going to be to be to connect consumers to ideas.”

One of the most memorable things he said that received unanimous agreement from the audience was, “reason leads to conclusions and emotion leads to action…emotion is at the heart of what we (agencies) do…we’ve moved into an attraction economy.”

“It’s all about Return on Involvement. Return on Investment is dead. There’s no silver bullet. There are no success metrics.”

In the end he asked us as an industry to “just get out there and do it. Be fast, be reckless, and have a go before the consumer does.”

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wrapped up like your mothers egg salad sandwich in your lunch pail
Posted on 2007-Mar-7 at 10:55
Last words from the Future Marketing Summit in NY

It was two days full of many people sharing their passion for the future of brand communication. What does it all come down to?

Eduardo Baniff, CEO, Imagination summed it all up in one word, engagement. There needs to be a better plan and strategy on how to engage the consumer. Agencies need to turn inward and start with themselves and their employees to find this strategy.

Brands need to have consistency from the inside to the outside of the brand. Practice what you preach. More and more because of the access to technology, people are challenging companies on what they stand for. Through the Internet one voice is no longer a small thing and companies need to realize this, for the good, and the bad.

Agencies need good people. What makes someone go work for someone else? Take away the benefit package and salary, and find out at the core of why people want to work at certain agencies

Agencies need good clients. They need clients who will challenge and champion agencies efforts to create great creative. Agencies have to work much more closely with clients and break down barriers so creativity can flow.

The saying “we have to pick and choose our battles” needs to be removed from agency mentality. If agencies want to get their big ideas out there they have to pick every battle because change only happens when you continue to champion big ideas.

Experiment, experiment, and once you’ve done that, experiment some more. Explore new ideas, challenge yourself. Create new accounts to places like facebook, mysplace, and second life. Find out what these things are about. It seems no one knows the exactly formula on how to engage people, and the only way the mystery will be solved is to try new things.

So ends the Future Marketing Summit NY. Now its time to move on to London. We’re anxious to hear their thoughts and passion about the future of brand communication.

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Hello my name is (insert your brand name here)
Posted on 2007-Mar-7 at 10:42

Treat your brand like a human.

Curated by Richard Notarianni, Executive Creative Director of Media, Euro RSCG Worldwide.

“News today is a war fought on television” was one of Richards opening statements. He went on to say that news is whatever the consumer makes it to be, its not one thing anymore, In the past, news was whatever the media said it was, but now with so many outlets to get information, news is whatever interests the audience.

He started with a great idea. “What does your brand like?”, he said that if you think of your brand you could come up with some interesting answers and possibilities. His example was Jaguar, and said that Jaguar loves “gorgeous”. He said that a jaguar was used in a recent video because the video was supposed to convey a feeling of beauty and sophistication and since jaguar loves gorgeous things, it’s fitting that it would be in this gorgeous video.

Brands have to behave like humans was the main theme of Richards session. He went on to describe how brands usually act, and how humans usually act, to show how brands and humans do not usually act the same.

Brands are constrained by markets, people connect beyond geography. People move around all over the place, but brands stay in the same spot.

Brands seek the spotlight, people share the spotlight. Brands fight for the top spot, or the main news buzz, but humans share the spotlight and work together. If a brand would win an Oscar it would be a short speech, “I’d like to thank me”.

Brands are greedy People are generous. Brands care only about themselves, and trying to make themselves more profit, people are generous and help others out to make things better for a common good. There are some brands that are becoming more socially conscious, which is a new popular trend.

Brands build repletion, people elaborate. When people are in contact with other people, they don’t retell the same thing they did the last time, they share new stories and experiences. Brands buy large media slots to repeat the same message, over, and over again.

Brands exist on a narrow plane, people live in 3 dimensions. People exist everywhere, at work, at play, you don’t just run into people you know in one place, you meet them in different venues all the time. Brands only exist in advertising.

Brands are secure in their categories, people are immersed in popular culture. Brands have blinders on beyond what is in their marketing category. People are immersed in popular culture, and explore many venues.

Brands have guidelines and policies, people have beliefs. Brands need to practice what they preach from the inside out, people don’t have guidelines, and they create a belief structure for themselves and relate everything they do with it.

If you want to deliver great ideas, treat the brand as a human, and see what comes out.

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what the heck is a swf? more from the future marketing summit NY
Posted on 2007-Mar-7 at 11:07
Future Marketing Summit NY - Technology: part two

Moderator: Barry Grieff, CEO, brand experience lab
Jason Kaufman, CEO, Gumspots.com
Michael Buzzell, CEO, New Buzz Tv

For some people in the audience this session might have gone a little over their heads, with words like “SWF”, “Flash Lite”, etc.. This session could have had a day on its own, to basically talk about what new technologies are out there, and how to use them.

I’ll just hi-lite a few key points and give you some great links.

Text messing is nuts, and its going to get more nuts. They predict that by 2008, 89% of everyone that uses a cell phone will txt message. This should not be overlooked by advertisers. BUT, as a member of the audience pointed out, what happens if text messaging becomes like spam email? The only way to prevent that is to learn from the spam mail problems and hopefully not repeat them. Text messaging needs to be done cautiously, carefully, and with consumer consent. Humans are generally polite people, you wouldn’t invite yourself over without asking, would you? Well why then do that with your brand message?

The panel went on to talk about mobile and how it should be looked at another great place to engage their audience, but not a new fix for a campaign in trouble. No bad campaign will be saved with mobile, it still needs to have a great campaign to back it up.

New technology has to serve better.

Consumers are demanding more quality from new technology, weather it be mobile, the web, or any other new media. Previously if your product or services wasn’t good, it was hard for an individual to really make an impact. Now consumers have many channels in which to voice their displeasure.

The panel left us with three valuable points:

Just because its been done that way before, doesn’t need to be done the same way
Learn from other channels

Except no absolutes – example: the record industry, who thought 10 years ago the record industry would look like this?

Here are a few links for more info about a few new things out there:

http://www.brandexperiencelab.org/published.html
http://www.gumspots.com/
http://www.newbuzztv.com/

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keep it simple, keep it short
Posted on 2007-Mar-7 at 10:28

More from the future marketing summit......

This session on entertainment was curated by Lee Maicon, Head of Planning, StrawberryFrog. The panel talked about how to effectively use entertainment in brand communication today.

“Today its not about how brands can use entertainment, its about the new ways of thinking about the fundamentals of entertainment” stated Calvin Baker, one of the panelists. He went on to describe how good narratives have certain elements, and that the fundamentals of entertainment are these elements. These elements are, great characters, great plot, great dialogue, etc.

He went on to say that with narratives, many people try to get to the apex right away, and miss the build up, which in his opinion is so crucial to growing the narrative and making the entire experience stronger. He used an example of how a company bought media for an entire show, and used each commercial break to show a piece of the narrative, in doing so they built a story, in-between the story of the show, which kept people wanting to see the next commercial to piece the rest of the story together.

The panel came to the consensus that to connect with people you need to keep it simple, and keep it short. They referred back to the multiple commercial snippets during a show as a great example.

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