90,000 attendees. 12+ venues. 800 speakers participating in 200 panels, presentations & seminars.
What you need to know
On Sept 23rd-27th, Advertising Week celebrated the 10th anniversary of its annual gathering of marketing and communication leaders in New York City. Designed to drive the advertising, marketing & media industry forward through education, entertainment and engagement, this year’s Advertising Week brought together some of the brightest thought leaders from across the industry, including some of MEC’s own talent and clients. And there was no shortage of content with the various panels and presentations uncovering some prevalent trends, which we’ve captured in this MEC@ for you.
#1 Co-creation makes everyone better
Whether focused on creative, data, digital, or even culture, the concept of ‘co-creation’ is more important than ever before. At a time when acquisitions and mergers are constant headlines, there is often conflict and confusion between partners, with even the best agency/client relationships often left feeling influx or out of sync with how to capitalize on new opportunities.
At this year’s Advertising Week, several presentations explored how agency partners work together to deliver great work, how to manage client partnerships to drive results, and even how marketers are tapping into consumers to not only generate powerful and relevant ideas, but to execute them in smart and efficient ways. Clients may often be the final decision makers in the creation process, but many advocated that client involvement throughout the process has tangible benefits, such as ongoing input and easier sell-in leading to better results.
Why This Matters To You:
Gone are the days of the typical relationship between agency, client, and consumer. Teams need to determine, alongside their clients and partners, what the most efficient way of functioning is, and determine a collaborative process. In an industry full of disruption, new models and approaches have the ability to enhance idea development and innovative thinking. Moving away from traditional processes to more dynamic, inclusive models that include all disciplines is the way of the future.
#2 Ideas are out there for the taking
marketing matures, it is harder than ever to find and create a new idea, as more and more ideas have already been ‘done’ than ever before.
The elusive notion behind ideas, especially big ones, was quite a topic of discussion, with plenty of people talking about how/where/why they get their ideas, and how others can best position themselves to come up with their own ‘big idea.’. While advice and opinions varied, one thing is clear: there are still plenty of ideas out there, and big ideas are not relegated to one person’s (or role’s) responsibility.
Why This Matters To You:
With the increasing emphasis on big data and technologically-driven solutions, it’s important to recognize that big ideas require more than simply quantitative data; they require thinking, feeling, and tapping into all of your senses. Data plays a major role in what we do, but taking the time to step out of your comfort zone and think big may just lead to your biggest idea yet. Don’t be afraid to try it!
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