Patrick Jeffrey, senior writer at Contagious kicked off the morning with ‘The Big Picture’; an overview of what it means to be in the creative industry today and asked the question of what the single most important challenge facing businesses is in 2016.
He caught up with some of the world’s biggest names in the industry to get their take on it, from Sir Martin Sorrell, CEO of WPP who believes that “the biggest challenge for the year ahead is the on-going short-termism among corporates”, to David Droga, Creative Chairman at Droga5, who felt “the biggest challenge for marketers and agencies alike is nothing new to 2016 but increasingly more important. That is – choosing the right platforms for your creative.”
James Kirkham of Copa90, the YouTube football channel, gave an animated insight into building a respected, global news platform purely from YouTube and how it is even starting to take on the big broadcasters.
He talked about tech as a great facilitator and how it has enabled them to bring the focus back on the fans with the audience acting as its engine room.
Copa90 invites fans to enter
competitions to work with them, and James pulled out Eli’s Story - the fantastic ‘day in the life’ film of the twenty three year
old who now runs their Snapchat.
Remy Aboukrat of Marcel Paris spoke about the new Marcel after joining forces with Publicis Groupe, and highlighted some of their most successful creative work including Contrex’s 'Slimming Doesn't Have To Be Boring', Marc Dorcel #handsoff, and Intermarché’s ‘The Freshest Fresh Orange Juice’ and ‘Inglorious Fruits and Vegetables’.
Chloe began by calling out the
recent New York Times article ‘Move Over, Rat Pack and Brat Pack: Here
Comes the Snap Pack’ with an emphasis on brands telling ‘live stories’
through Snapchat in an attempt to target millennials. ‘Snapped Out’ NZ’s anti-smoking
campaign and Gaterade’s
'Dunk' were referenced as examples of brands making impressive
use of this particular medium in advertising.
For those not quite confident in their snap-chatting abilities, The Wall Street Journal has produced a guide of ‘How to use Snapchat’ whilst also making the tongue-in-cheek statement of “if you were born before 1986, it’s not you, it’s Snapchat…”
It was a fantastic event, covering a wide range of themes and offering some insightful creative content. For the full event debrief visit the Contagious blog.