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Goodbye from LIVE@AdvertisingWeek

We have had a fantastic week and hope you have too – but all good things must come to an end. This will be our last post on our LIVE@AdvertisingWeek blog.

Do scroll down and explore all our content, and let us know what you think of the blog. 

If you’re going to find it rather difficult to part, there’s always our top 5 videos, Thursday roundup or mashup video of the whole week to help you to get through it.

Until next time,

Brand Republic, Campaign, Marketing and Media Week

Oscar-winning Framestore: ‘virtual reality is not a platform’

Karl Woolley, creative technologist at Oscar-winning production company Framestore, says virtual reality should not be seen as a platform, but as the driving force of content’s narrative.

Framestore, which won an Oscar for its work on ‘Gravity’, is approaching directors in order to push virtual reality (VR) as a technology that extends beyond its initial gaming applications.

Speaking at an Advertising Week panel, Woolley said: “We are taking this to directors and saying, ‘it is not just a new platform for you to put content on it, it is a completely different way to think about your narrative and non-linear story telling’.  We don’t think we are far off from a completely VR experience.”

The company showcased the capabilities of Oculus Rift’s VR technology at SXSW with a stunt featuring the cast members of the HBO hit ‘Game of Thrones’, including Maisie Williams, who plays Arya Stark.

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AOL and Telegraph slammed for “colonial” native ad approach

Hirsch, the chief executive of John Brown

Hirsch, the chief executive of John Brown

Andrew Hirsch, chief executive of customer publishing firm John Brown, has launched a stinging attack on the concept of native advertising and believes companies including The Telegraph and AOL cannot prove its value.

Hirsch, whose company publishes the Waitrose magazine, made the criticisms during an Advertising Week session featuring AOL, The Telegraph and BuzzFeed and likened native advertising to Native Americans.

He said: “I’m sick of native advertising. The Telegraph and AOL are like Christopher Columbus setting out in very large boats, pretending they know about America and no one asks the indigenous population about what they knew about America.

“Which is why Lori [Cunningham] could not tell us about what [The Telegraph’s native advertising] content was creating in terms of feedback and data. I can tell you we produce content for Waitrose and if you are a reader of the magazine you will spend five times more money in Waitrose than a non-reader.”

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“Mayhem” at News UK as journalists misuse data

News UK has clamped down on the digital data it releases to staff after misuse of the figures by journalists caused “absolute mayhem”, according to Alan Hunter, the head of digital for The Times and The Sunday Times.

Speaking at an Advertising Week Europe session on “next generation” technology, Hunter warned that great care has to be taken in the way figures on digital performance are explained to staff.

The Times and The Sunday Times have changed the way they brief staff on page impressions and video views and now give a single “gold standard” figure rather than allowing staff to put their own interpretation to the figures.

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Dave Droga: “this industry is extraordinary”

Dave Droga

Dave Droga

Bravery in advertising is about putting your beliefs ahead of self preservation, according to David Droga, the creative chairman of Droga5.

The founder of Droga5, which has offices in the US, Australia and the UK, hosted a panel of creative executives who he described as the “people that made me realize this industry is extraordinary”.

On the panel was: David Trott, the chairman of The Gate London; Sir John Hegarty, the creative founder of Bartle Bogle Hegarty; and Steve Henry, the co-founder of HHCL and Decoded. Each gave their take on what defines bravery.

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And the buzzword for day 4 of AWEurope was…

A picture from one of the week’s events about women: the Cosmopolitan reception at Kensington Palace

In their last blog for LIVE@AdvertisingWeek, Sky IQ reveal the buzzword from the fourth and final day at Advertising Week Europe.

Day four: Girl Power!

Hannah McMullen, head of marketing for Sky IQ, writes:

“Wrapping up this year’s AdWeek Europe, the word which sums up not only today, but the whole event for me, is ‘girl power’.

Throughout the show, there’s been a positive drive to explore the role of women both within the media and as consumers of media.

It’s been brilliant to see influential companies promoting a more positive portrayal of women as well as within our own sector they are breaking through the glass ceiling and taking the top roles within the publishing, advertising and TV industries.

There were three events today all focused around women in and on media.

At the Empowering Women panel session Louise Court, editor in chief at Cosmopolitan, stated “to have empowered women you have to have enlightened men.” Whilst Lorraine Candy, editor in chief at ELLE said “women aren’t just taking selfies on social media. They want to have a voice.”

As Rachel Pashley, group planning head at JWT pointed out we must all look to create a more meaningful narrative around women.

Whilst this is a step in the right direction, the fact that we still run panel sessions about the role – and the shortage – of women in the industry shows we still have more to do.

Behind this ongoing theme have been some hugely important statistics. Numbers like £588m as the estimated cost to brands of neglecting female technology consumers in the UK according to CEO of Lady Geek, Belinda Parmar, show the extent of the problem.

We need to address these issues and move past them, which will be both culturally and financially profitable for everyone.

We’d like to thank the organisers of Ad Week for another amazing event and Campaign for letting us share our buzzwords from the event. See you all next year!”

Our 5 favourite videos from Advertising Week Europe

This week we’ve turned our video cameras on celebrities, media moguls, scientists and glossy magazine editors.

Here are our top 5 (although we suggest you check out all of our videos on the Brand Republic YouTube channel):

1) James Caan names the worst pitch he ever saw

2) Martin Sorrell tells us why Google is “all powerful” and which companies could possibly challenge its supremacy

3) Sir Trevor McDonald explains why more TV channels in the digital age can only be a good thing

4) Suki Thompson, CEO of marketing consultancy Oystercatchers, shares her three tips for agencies to work better with their clients

5) Microsoft’s David Rothchild, the economist who correctly predicted the votes of 50 out of the 51 states in the 2012 US election, explains why advertising has a way to go to embrace predictive science

Mcgarrybowen planner: why I’m putting a ‘consumer’ swear jar in the office

As the event draws to a close, Michael McCourt, a strategic planner at Mcgarrybowen, shares one of his biggest learnings from the week with LIVE@AdvertisingWeek.

He writes: “Sir Martin Sorrell echoed David Ogilvy’s aphorism; stating that the ‘consumer is not a moron’ and that we ‘do not credit the consumer with enough common sense’. I (regrettably) agree, but I also believe that one word in this statement is part of the problem – consumer.

We are too often too far removed from the people that really matter to our client’s business; to the customers that actually invest (both financially and emotionally) in the brands our work seeks to support. We talk about ‘consumers’, ‘audience’, ‘data points’ and (cue an inevitable cringe) ‘targets’; words that distance ourselves from the people (real people) we are trying to reach, inspire, influence, entertain and / or engage.

This might seem like an insignificant semantic point. However, we all know that language affects perception.

We use this to our advantage everyday, but in the case of the word ‘consumer’ we use it to our detriment.

We are falling for our own trick.

The use of this word alters our perception of the people that matter most. It leads us in to a false sense of security and in to the land of mythical thinking.

This is a wondrous place where everyone, everywhere gives a damn about your brand; where they want to get involved and join the conversation; where people love you (or have a perfectly rational reason for not doing so) and where they will, ultimately, purchase your product after you tell them this one awesome thing that makes you (and only you) truly unique.

I want to leave this land of mythical thinking (and never return).

I want to get back to reality; where people can still grow to love your brand and purchase your product, but only when we treat them with the respect they deserve; only when we treat them like people (real people).

For me, this starts with one simple, semantic shift; replacing those aforementioned words with the only one that really matters – people.

I might even put a ‘consumer’ swear jar in the office and, well, I hope that you’ll join me.”

Harper’s Bazaar editor: it’s not only the old who crave print

The editors of Cosmopolitan, Elle, Red, Harper’s Bazaar and Good Housekeeping shared a stage at Advertising Week Europe today, discussing their role in empowering women – from the digital world to the rights of fashion magazines to have a feminist voice.

Harper’s Bazaar editor-in-chief Justine Picardie explained that the print magazine was a vital part of the title, as its readers needed to get away from screens. But this wasn’t a need solely focused on older generations.

“Our readers are professional women, they all work, and they associate the digital space with work. They are looking for true relaxation and luxury. And what’s the biggest luxury for them? Time. They read books, Harpers Bazaar, go to the V&A.

“I find it heartening that their world is not just about living in this space that’s centred around virtual communications.”

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