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One overarching theme: dare to be different. Two days and a host of illuminating talks from experts in the advertising industry. Here’s three of our highlights from MADfest 2019.
One highlight was the story of Skyscanner’s growth, as told by Jo McClintock, the company’s Global Brand Director. Jo stressed that the journey to growth should be a single-minded pursuit – namely a focus on purpose over the profit.
Skyscanner views revenue as a lagging indicator of success, a concept we found really interesting. Instead of going straight after the money, a brand should always start with the customer, learning everything about their motivations and needs. From there, the brand should invest in ensuring its proposition offers a solution before enacting a growth strategy centred on this purpose.
Ultimately, marketing transformation comes through the application of the right media mix, a healthy dose of purpose and unapologetic courage.
Another enlightening talk came from Zach Johnson, Head of International Advertising Sales and Global Account teams at Amazon Advertising.
Using Diageo and Twinings as case studies, Johnson expounded on Amazon’s clout as a brand-building, demand-generating platform. Leveraging a powerful suite of in-built audience measurement tools, Twinings was able to drive both online and offline sales of its new cold-fusion tea range with a host of contextually-relevant sponsored, programmatic and video ads.
We will certainly be putting Amazon forward as a potential option for relevant brands looking to reach a new audience.
We are all stewards when it comes to the health of our planet, but as an industry advertising a uniquely influential role to play in saving the planet from the worst effects of climate change.
William Skeaping, Creative Strategist at Extinction Rebellion, joined Madfest to deliver a three-point plan for how to make Adland sit up and take notice:
– Don’t just talk the talk; walk the walk.
– Don’t turn a blind eye to internal business practices that are damaging to the environment. Hold your bosses and colleagues to account, and do not accept inaction when it comes to implement necessary changes.
– Don’t simply accept any old brief that comes in. Research the company and refuse to work with clients who are actively contributing to the climate crisis. If current brand partners are damaging the environment with their products or processes, put pressure on them to change their ways or, as a last resort, end the working relationship.
Elements of this plan may be unrealistic for some agencies, but one thing we can all agree on is that pressure needs to be put on the worst offenders – governments and big business – to arrest the descent. Media owners have to shoulder some of the responsibility by adequately reporting on the crisis and its causes.