Conference Edition
| Oct. 10, 2018
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Simply offering fast shipping and returns isn't enough to impress consumers anymore. Learn how top retailers are transforming their urban efficiency strategy to set themselves apart from the competition.
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Brought to you by IBM and Marketing Dive Brand Studio
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Editor's Note
It's only one week out, but we at Marketing Dive are still reeling from our trip up to New York City for Advertising Week, which felt especially hectic this year with almost all of the major talks — and many of our meetings — held in a single venue near Lincoln Square.
Just as the space itself was bustling, so were the amount of ideas floating around panels and personal conversations at the annual trade gathering. Topics touched on hot marketing tactics such as the quickly evolving video landscape and Instagram Stories, and also broader trends, including the growing necessity of brand bravery and the enduring qualities of agencies.
Below, we've assembled the biggest stories to emerge out of one of the marketing world's most closely watched events, featuring our previous live coverage along with new deep dives that put a bow on what defined Advertising Week New York for 2018. We look forward to seeing you at conferences in the future, and as always, thanks for reading.
Peter Adams
Reporter, Marketing Dive
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Overheard at the show
"If we don't take risks, the size of the prize will always be small."
– Marcel Marcondes, CMO, AB InBev U.S.
Event coverage
Deep Dive
A bolder voice for leadership, a willingness to do things off the cuff and an ear toward cultural conversations were among the strategies dispensed at Advertising Week this year.
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Deep Dive
The challenges and opportunities spurred by a changing landscape were top of mind for executives that descended on New York last week.
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The executive talked about the brand's reputation for dishing out direct, cheeky jabs at competitors and how this drives results.
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VP of Consumer Connections João Chueiri discussed how experiences, like a recent smart refrigerator stunt with the Cleveland Browns, trump traditional advertising when it comes to restoring relevance.
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The brand's global head of business and media detailed how the shoemaker transforms the format's difficulties into strengths.
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Executives said the goal is to better map the customer journey and deliver more relevant content.
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Marketers from both companies spoke about driving sales and experimentation from shoppers loyal and new, including via mobile tech and personalization.
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Executives pushed back against the threat of trends such as agency in-housing during a panel moderated by Accenture Interactive Operations.
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The tech is about more than just search, and can build a deeper emotional connection with consumers — or just a headache, according to experts.
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Parting thought
"What we do matters, and it matters more than ever. If you think about [it], there's $600 billion in the advertising world. We touch everybody on the planet. What's exciting for me about the work that's happening today is that people are stepping up … and it makes a difference." — Marc Pritchard, Chief Brand Officer, P&G
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