Harrison Dear at Advertising Week Europe 2017

Steve and Nikki had a great day on Wednesday collecting the latest trends from the industry’s biggest thinkers on the hottest topics at Advertising Week Europe 2017. Soho was alive with delegates, free coffee and sweets. Now in its fifth year, the event is a hybrid of inspiring thought leadership, entertainment and special events celebrating the industry and its people. The brightest leaders from the marketing, advertising, technology and entertainment industries join together in London to share their visions, passions, and best practices, covering the industry’s most important topics, from innovations in technology, to creative storytelling and data.

Day 3 at Advertising Week Europe got off to an exciting start for Steve and Nikki, who witnessed the first 360 degree selfie to be taken at Ad Week and the first to feature both Facebook’ EMEA VP Nicola Mendelsohn and Take That’s Gary Barlow. Looking back across his career, Gary touched on huge advancements in technology, from the emergence of smartphones to digital music. Despite huge changes in the industry, it seems that hard work is still the key to success.

Other thought provoking seminars included :

Millennials in Business
The working world is changing and the Millennials come ready programmed with a tool kit and mindset open to change and doing new things. There is a clear need for businesses to better understand and adapt with millennials. The millennials basically work in different ways – they are not defined by their careers, they work in a smarter way, and adapt their roles to suit them, rather than adapting themselves to suit the role. It’s clear that we cannot measure a new generation by old standards and rule books. As Kiss FM’s Charlie Hedges says: “We’re living in a totally different age now. Get with it”.

The Future of Content: Community, Circulation & Classy Trainers
Content is changing. Nigel Clarkson and the panel discussed that we are moving away from the old model of traditional news brands distributing editorial content through their formal channels. We’re evolving into a world of circulation where consumers and platforms move news and content around. We now have young influencers producing content — such as photographs of new trainers gaining thousands of likes and comments – alongside news brands sharing content with other news brands and platforms to gain reach.
The big question – is content be produced just because it’s sharable, rather than relevant or accurate? How we choose what content we read ? As we scroll through our varying news feeds which story is a thumb stopper and why? Where do we get our morning news from? There are lots of different sources available – but are social media channels as authentic and accurate as traditional media channels?

Realtime storytelling is a big deal
There is a lot of noise about real time content at the moment. Vice’s Creative Director, Adam Bracegirdle, argued that live content creates trust with audiences that you don’t get with pre-edited content. He stressed the importance of not forcing the message on real-time audiences otherwise you risk content seeming scripted or fake. His advice for brands and advertisers is to remember that the best real-time content happens in the real world; not in the confines of an office.

When Satire Met Social
This was a fantastic end to Steve and Nikki’s day. A light hearted look at the nightmare gripping global geo-politics being ushered in a new golden era of satire. Actor Tom Walker (aka Jonathan Pie) had the crowd in fits amidst the grim, un-ending political darkness.

They were also impressed by the presence of Dentsu Aegis Network UK and their early careers recruitment programme which utilises mobile gaming as a recruitment tool in an effort to bring in a more diverse range of people from different backgrounds. The game has been designed to test candidates’ aptitude, creative thinking and problem solving capabilities through a series of challenges that give them the chance to prove themselves away from the formal interview process. The theory behind it is to stop recruiting people who are the same. It supports the theory that the industry needs curious, passionate people who represent the customers that clients are looking to communicate with and open up doors to new thinking and new ideas

Steve and Nikki both came out of the day enlightened and very impressed with the organisation of the event on every level. They both remarked on how great it was to see such a huge group of young media people in one place, obviously very inspired by the sessions and really enjoying the day. It seemed to confirm what Harrison Dear say to candidates on a daily basis, that this really is an exciting industry to part of.

gary