Nigel Clarkson, the commercial director at Weve, fills us in on the gossip and who he hobnobbed with at the first day of Advertising Week Europe.
“Last year, Ad Week felt like it was fitted into BAFTA. This year, it feels like BAFTA has fitted into Ad Week.
The hardest part of the week is working out what sessions to go to and making the most of the networking time. I had three meetings with senior agency folk, hosted a panel session, attended four other sessions, arranged four meetings for the next few weeks and squeezed in a cheeky lunch at Gaucho grill. That’s got to be better than a day of internal meetings and the hamster wheel of emails surely?
Aside from our own session there was an embarrassment of riches to attend. Everything is covered here – shock tactics, Maxus masterclass in winning a pitch, sessions on content, and several mobile / digital programmatic buying sessions. But Ad Week is also where the ‘ad business meets show business’, so there was a chance to see Freddie Flintoff and Victoria Pendleton talk about natural versus trained talent and a masterclass in being a legend by Sir Trevor McDonald.
It was also good as an ex ‘Posterboy’ to see some old muckers at the Posterscope presentation, looking at how the Out Of Home industry is working to combine with mobile to strengthen the proposition of OOH communications. That’s one I’m looking forward to helping with and we have already had several conversations in that area. The public broadcast nature of OOH coupled with the personal and data-rich nature of mobile feels like an obvious partnership.
I hosted a panel on Monday and was lucky to be joined by some amazing leaders to try and crack where mobile sits in the general planning process. Sue Unerman, Paul Frampton, Stewart Easterbrook and Paul Davies from Microsoft debated and discussed and we got some great insight from four people who are helping to shape our current landscape. One key takeout wasthat no one is ‘mobile first’, and they probably shouldn’t be. The question is more one of ‘mobility’ versus ‘mobile’.
And it wouldn’t be the UK media scene without a bit of fun and so we oiks headed en mass to St James’s Palace for a reception hosted by Fru [Hazlitt, ITV’s commercial chief], Dags [ITV’s group commercial director Simon Daglish] and the ITV team with HRH Prince Andy. The reception was great. Never since the peasants revolt have so many commoners turned up at a Royal Palace demanding food and drink, but as usual we put on our best faces. The closest most media owners get to royalty is lunch with [Mediacom’s UK managing director] Claudine Collins, or watching Dags on TV, so it was a great experience and a fitting to end to day one of Ad Week.”