AdWeek took over a corner of Piccadilly this week, with 178+ sessions attracting over 30,000 attendees over the course of the 4-day festival. The industry’s leading lights tackled the biggest issues facing the ad industry, tackling subjects including the marriage of creativity & technology, cross-screen storytelling, online video, big data and the future of agencies.
Scoota’s co-founder Torie Chilcott spoke on a cross-screen storytelling panel alongside FremantleMedia and Pottermore. Torie looked at what it meant to be a creative today, “I used to sell to a programme commissioner but I think now we’re looking at brand commissioners. Whatever you can do to supplement your universe, there are so many opportunities to make your story massively interesting. The principles of a story are exactly the same.” Torie also noted that the current millennial zeitgeist was not necessarily overstated, but that some brands were tripping over themselves in their hot pursuit of how to develop a meaningful conversation with them – “there’s a real appetite and excitement for finding the right way of communicating with Millennials online because it’s so innate to who they are. Instead of saying ‘this is the one distribution method [so] I have to do that, look to create an exciting story across all platforms.”
After coming across the charity South London Cares last Christmas, we were struck by the amazing work they do in matching elderly people with young people and businesses who live in the same area, helping to build some long-lasting friendships and tight-knit communities along the way. So we invited the South London Cares team along with twelve of our local elderly neighbours, to spend a day in the Scoota office in February over some Afternoon tea. Partnering with our friends Visyon 360, we took our South London Cares neighbours through the very latest immersive experiences using Visyon’s 360 VR technology. It was a special and enlightening day, and hopefully the beginning of a long-lasting friendship between South London Cares and Scoota.
On Thursday 12th November, Scoota’s co-founder Torie Chilcott joined Scoota investor & advertising legend Sir John Hegarty on the Headliner stage at the Festival of Marketing to discuss ‘The Magic of Creativity in Online Advertising.’ Torie looked at the journey of online advertising and its evolving relationship with creativity and Sir John Hegarty took the audience through one of his iconic advertising campaigns, Lynx’s Getting Dressed, demonstrating how, if he were to make it today, he would use the latest forms of technology to make it even more successful and creative. As the closing keynote of the Festival, the session with Sir John and Torie also broke the Guinness World Record for the world’s largest ever marketing lesson, and was an inspirational call to arms for creative agencies and technologists to collaborate more and work together to make online advertising deliver on its promise of creativity.
Last week Scoota headed to Dmexco – the world’s largest gathering of leaders, innovators and technologists. Held in the heart of Cologne, across three enormous expo buildings, the biggest data exchanges, ad tech vendors, publishers and media agencies came together for a mass celebration of science. A global geek-off, notably attended this year by an increasing amount of high profile advertising leaders.
Sir Martin Sorrell led the charge with a keynote speech on horizontality and consolidation at WPP. Yannick Bollore gave a glamorous description of how Havas intends to provide the world’s best and most meaningful brand experts. Yahoo’s Lisa Utzschneider spoke passionately about the challenges and frustrations of inconsistent data.
Looking back, Dmexco successfully mixed companies more likely to be found in Cannes than Cologne with hardcore tech businesses. All seemed to be suffering from the same issues of convergence, growth and engagement. Seeing such different businesses have this commonality was startling. Notable areas of growth were discussed such as the emerging mobile markets of Africa, the Middle East and India. Also on the agenda: fragmentation of platforms; inefficiencies of measurement; plus the common anthem- the huge opportunity of programmatic.
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