Begin the day with the #AWAPAC Leadership Breakfast, presented by Microsoft & LinkedIn.
Agencies have always been laboratories for experimentation in advertising acting as modern day alchemists. But what happens in the next few years as we add AI, Mixed Reality, Voice Technology, blurred business models and more to the mix?
Head of Microsoft Advertising Brand Studio, Microsoft Advertising
Caroline Casey sits down with a member of The Valuable 500 for an insightful and inspiring conversation on the responsibility of business to not only recognise the greater need for inclusivity in the workplace but to also embrace and cater to the excluded.
A conversation with Chuck Porter about bored millennials, nervous clients, the problem with big data, the value of surprise and why planning for the future is a waste of time. Figure ten minutes of bullshit platitudes and twenty minutes of interesting stuff.
As more people are becoming connected to themselves and to the world, marketers need to embrace a more humanised experience where attention is the new currency measured by time and engagement. Join Shingy, Verizon Media's Digital Prophet to be enlightened by a meaningful and insightful look at digital trends, how they are affecting behaviour and what’s next on the digital journey roadmap.
We're at the dawn of machine-enabled everything. At the moment, machines are good at answering the questions machines can answer but how can we make them good at answering the questions that will make creative better? The creative opportunity is to keep seeking because new patterns won't emerge if we ask the same questions. Machine learning is about enabling a billion interns, not creating one Einstein to enable us to be more ambitious about what we're asking and what stories we might tell as a result.
Creative Director, Unskippable Labs, Google
How does a brand maintain momentum and a sense of self as it moves from digital disruptor to market leader? How does a growing brand identify when a new market is ripe for disruption. Hear from former Just Eat UK Marketing Director, now Menulog Group ANZ Managing Director, Ben Carter, on how the now 19 year-old Just Eat brand has managed to maintain relevance and a global lead in an ever-changing and dynamic market.
Managing Director, Menu Log
Managing Director, Global Education and Development, Advertising Week
The last five years have brought change, turmoil and surprises from within the industry and beyond. So what do the next five years have in store for Adland and how will these potential changes and challenges affect our business and ultimately the agency structure itself? Peer into the crystal ball and join this panel to discuss what lies ahead.
Managing Director, DDB Sydney
Director of Business Development for Australia and New Zealand, The Trade Desk
Michelle Klein, Facebook’s VP of global business and customer marketing, delves into how marketers, advertisers and brands can build for the future, and the key shifts that are driving change and unlocking value across businesses, technology and people.
A shocking report recently revealed that people within the media, marketing and creative industry showed greater signs of mental illness compared to the national average. Our industry is in crisis. It’s time to break down the stigma around mental health and have an open discussion about where we are going wrong. In this session, business leaders and mental health advocates discuss their own mental health challenges, how to cope in high-pressure environments, and explore ways we can better the industry.
Australia is facing calls to adopt a GDPR-style privacy code. With significant regulation on the horizon or in effect over third-party data, opt-ins and digital transparency, will these restrictions advance the quality of digital marketing and improve the advertising experience for the consumer or will it spell trouble for the industry? Is it time to reprogram programmatic?
Managing Director, Xaxis
Director, Ad Platforms, Verizon Media
In the year 2000 brand advertising represented 61% of ad spend; in 2018 it was just 46% and it continues to shrink. This trend is despite evidence that the most effective balance of long-term and short-term marketing hasn't changed. So why is this happening? And how can businesses break out of this vicious cycle of funnel draining, in turn diminishing the effectiveness and lowering the return on marketing investment? Join the Financial Times who will talk you through their latest research, conducted with the IPA, into the organisational drivers of this marketing short-termism and for a discussion on how marketers can make the case for investment in brands.
It is one of the first studies of its kind anywhere in the world measuring the distance between what we say to ourselves, each other and the nation, versus what we really think. What are our secrets and what are our lies? What are the public values reported? Or the private truths that are hidden? The study explores several myths that have long existed about the rules of marketing, and we'll be using that as the basis to make several new marketing recommendations from our Play-Book.
We’re in an industry that doesn’t exactly have the best reputation right now. But we still believe marketing can be a force for good. As strategic discussions increasingly focus on how business can evolve and capitalise on innovation, it is important to recognise the enhanced role companies should play in the responsible use of disruptive technologies. Their challenge will be finding ways to design and architect models for driving transformative change both for philanthropic good and commercial purposes.
Change is the only constant, it’s as old as time. But why does it make most people feel so uncomfortable? Brands and businesses are in a constant state of transformation to adapt to changing consumer needs and an ever-evolving media landscape. It’s time we got comfortable with it.
This panel of Australia’s top CMOs will dive into the uncomfortable topic of change and discuss the burning issues they face when it comes to transformation, and the strategies they adopt to embrace change and leverage it to drive collaboration, create visionary partnerships and invent the future.
While most marketers prioritise knowing how their customers make purchase decisions, much fewer marry data with technology to successfully market to customers decision journeys (CDJ). For today’s leaders, a combination of first and third-party data are critical CDJ inputs, feeding into Artificial Intelligence and Machine Learning, to create personalized, relevant experiences.
Vice President Global Corporate Sales, Microsoft
In today’s digital media landscape where consumers are spoiled for choice, brands need a clearly defined purpose to capture hearts and minds. But what does it really take for brands to cut through the noise? And what are the audience behaviours driving the culture-defining moment's brands want to tap into?
People don't just buy what you do, they buy why you do it. And on Twitter, more than ever, we're seeing brands evolve towards authentic, compelling content that people willingly engage with.
By 2023, digital-out-of-home (DOOH) is expected to make up nearly 30% of all OOH spend globally, a market that reached nearly $31 billion last year. With the rise of automation, advertisers and media owners benefit from the unification, efficiency and increased value of premium inventory. As part of a fireside chat, Verizon Media’s Greg MacDonald will discuss the rise of emerging channels, the tools available to advertisers, and the revenue opportunities for media owners, with an industry expert special guest.
Vice President, Ad Marketplace Partnerships, Verizon Media
To succeed, marketers need to deliver growth. But what are the strategies delivering maximum growth for companies? In an Australian first, LinkedIn managing director, Matt Tindale, will reveal new econometric research on how best to drive growth in B2B. This research comes from Les Binet and Peter Field, the “godfathers of marketing effectiveness” whose seminal report “The Long and the Short of It” has transformed the way companies market.
Managing Director, Australia & NZ, LinkedIn
McDonald's and its long-standing agency DDB will take the stage at Advertising Week to divulge their secret recipe to a 45+ year relationship in adland. McDonald's director of marketing Joe Feeney and DDB MD of strategy and innovation Leif Stromnes will discuss how to make the client/agency marriage work and manage difficult conversations, creativity and the keys to a long-term relationship in an evolving industry.
Director of Marketing, McDonald's
Managing Director, Strategy and Innovation, DDB
Over the years as marketers & society at large, we have all learnt a fundamental human truth. We have a responsibility to do better on the planet. The notion of purpose has grown as corporates start to make the connection between doing good and linking that to commercial outcomes.
How can we measure the value of purpose? Our new metric called ‘Purpose Impact Score’ measures the public's opinion on whether or not a brand/company is 'making the world a better place'. Whether they’re 'Doing Well' or 'Doing Good'.