Wharton Future of Advertising, SteelHouse, space150 + more open Day One of CreateTech

News and events from CreateTech 2016 NYC [CreateTech 2016] - Thursday Newsletter - News & Events from CreateTech in NYC WEDNESDAY Highlights --------------------------------------------------------------- Welcome to CreateTech 2016: Marian Salzman, Havas PR NA & Belle Frank, Y&R Day One of CreateTech kicked off with a discussion of the biggest news of the day: the surprising election of Donald Trump as our next U.S. president. Marian Salzman, CEO, Havas PR North America and Belle Frank, EVP, Global Director Strategic Integration & Growth, Y&R shared some of the clues leading up to the election that indicated Trump might prevail. Salzman noted many of us may have missed them because we have a tendency to be "selectively objective." "Data doesn't, but should, measure passion," she said. "We are living in our own echo chambers." Frank observed many voters may not have felt comfortable admitting they planned to vote for Trump, or they were not surveyed at all. --------------------------------------------------------------- Beyond Advertising: Catharine Findiesen Hays, Wharton Future of Advertising Program Catharine Findiesen Hays, Founder and Executive Director of the Wharton Future of Advertising Program, followed with a keynote address on how experience design can give agencies the strategic and creative tools to help them better engage customers. Co-author of Beyond Advertising - Creating Value Through All Customer Touchpoints, Hays' program at Wharton surveyed 200 thought leaders about what advertising could/should look like in the future and what we should do today to realize that future. She said respecting the significance of customers sharing their personal information is key to how marketers sell their products. Producing memorable, relevant creative is one way brands can earn respect with consumers. "Creative brilliance is essential to bringing something to life, to making the brand distinctive, something special," said Hays. Making sure your brand stands for something beyond the bottom line is also a key ingredient to success. "It's not that we're being Pollyannaish here. It's not utopia. But we have an opportunity to co-create a better future in terms of the ecosystem we create and the outcomes we have on the outside world." She also asked all attendees to reflect upon what their own "4-minute mile" would be. "What is the thing that you think can't be done?" [Salzman + Frank] Marian Salzman + Belle Frank [Catharine Hays] Catharine Findiesen Hays, Wharton Future of Advertising Program What They're Saying "Creative brilliance is essential to bringing something to life, to making the brand distinctive, something special ..." [space150] Creative Odyssey --------------------------------------------------------------- 360 Video, Virtual Reality & Augmented Reality: Marc Jensen + Erinn Farrell, space150 --------------------------------------------------------------- Chief Innovation Officer Marc Jensen and General Manager Erinn Farrell of space150 gave an introductory-level overview of 360 video, virtual reality, and augmented reality. The pair used Stanley Kubrick's 2001: A Space Odyssey to demonstrate how 360 video enables people to self-select the visual perspective from which they view an object or place. "It allows you to become the storyteller," said Jensen. And even though VR is one of the most buzzed about topics in advertising, Farrell said we're still in the early adoption phase of VR and she doesn't expect any of the current VR products to go mainstream because they are complicated and expensive. Creating a good VR experience can hinge on whether or not people have a physiological response. The pair noted replicating a life-like visual experience is secondary to whether or not a VR creator can elicit a strong physical reaction from a person. "Regardless of what type of experience someone is going through, it's not necessarily about how realistic something looks," said Farrell. "What we've found is the most successful experiences are the ones that your brain doesn't necessarily have a shortcut to." Conduit for Collaboration --------------------------------------------------------------- Technology as Catalyst: Marwan Soghaier, SteelHouse [Marwan Soghaier] --------------------------------------------------------------- SteelHouse Chief Product Officer Marwan Soghaier kicked off his talk saying,"Technology is becoming the conduit for people who are inspired to express themselves and for people who know how to express themselves to be inspired." Soghaier's shared six steps for creating and collaborating on advertising design: - Know what your audience likes. The first thing is knowing who you're creating for and to add an element of behavioral data to interpret patterns that could understand intent. - Leverage dynamic content. Use as much rich media and as many interactive experiences as possible. Audiences feel more invested in your content when it's active. - Reach your audience in real-time. In addition to understanding what your audience likes, you must understand WHEN they are most likely to be in a purchasing mindset and target them at that moment. - Strive for a quick creative cycle. The more you can cut out time-wasting production steps, the more you can focus on the creative product. - Use the content around you. Have a well-organized library available that will help you retrieve relevant content efficiently and in one place. - Incorporate user-generated imagery and text when possible. He closed by asking, ""What role does technology play in (the creative process)? We think it's being the catalyst to turn ideas into art." [Diversity + Inclusion panel] Designing For Diversity + Inclusion --------------------------------------------------------------- Authenticity & Advertising: Charles Duncan, AJ Hassan, Tim Allen & Lawrence Edmondson --------------------------------------------------------------- Many of the gender and diversity themes dogging the ad industry as a whole were echoed by four advertising technology leaders during the closing panel of Day One at CreateTech. The Designing for Diversity and Inclusion in Technology and Advertising panel was moderated by Leo Burnett's Charles Duncan, who was joined by panelists AJ Hassan of R/GA, Tim Allen of Wolff Olins and Lawrence Edmondson of Mullen Lowe Profero and The Weekend SPIN. Hassan, who is gay and Muslim, said authenticity and being one's true self shows in the work and helps connect consumers to the brand. "There's a responsibility to being authentic—not only a responsibility but more and more it's driving effectiveness," she said. All members of the panel said the industry needs to steer clear of "quota" type hiring, where employees are only hired to show clients they have a diverse staff. The fact major brands like General Mills and Hewlett-Packard are requiring their agency partners to have gender and racially diverse teams working on their accounts has added pressure to hire and promote more women and diverse staffers. "It's not about the quota, it's about what is the right thing to do for the work," Hassan added. Industry Partner [googlelogo1.png] Participating Sponsors [CeltraCT200.png][StealHouseCT200.png] [Stratacachelogo200(1).jpg] Media Partners [AdvertisingAgeLogoBlack175.png][CAMPAIGN2.jpg][contagious(1).png] [DIGIDAY175.jpg][Transcendent2.png] Cutting Edge E-learning Opportunities [December 7:] [Explore the possibilities of AR + VR] [webinariconblue.jpg] David Berkowitz, Founder, Serial Marketer + former CMO, MRY Augmented reality (AR) and virtual reality (VR) are captivating people in imaginative ways. As AR and VR further blend, leading to the new term "mixed reality" to cover the intersection of the two, marketers will need to learn how to keep their brands relevant with new technologies. In this webinar, you will get answers to: - What are the differences among all these new twists on reality? - What are the major platforms and players that marketers should place early bets on? - What are the immediate opportunities for scale and impact? - How do marketers 'buy' AR and VR? Are there ad networks or other more traditional ways to access such inventory? - What are the biggest challenges that marketers can expect when advertising in AR and VR, and creating branded experiences? - How can marketers measure success? [The essential digital marketing skills every agency professional should know], [featuring Nick New, Managing Director of NA The Knowledge Engineers] [Digital Acceleration Series] 8-Part Webinar Series starting November 30th [Learn more and Register Here] [Follow us on Facebook] [Follow us on Twiiter] [View our LinkedIn Profile] [RSS Feed] This email was sent by: 4A's, 1065 Avenue of the Americas, 16th Floor, New York, NY 10018 [View in browser]. This email was sent to {EMAIL}. If you don't want to receive this email any more, you can[unsubscribe]. © 2016 4A's. All rights reserved. [www.aaaa.org] | [contact us]