The world’s biggest advertising festival, Advertising Week Europe, kicked off to a truly inspirational start in London today, with over 2000 delegates registering to enjoy talks from some of the most prominent thought leaders defining the future of advertising.
From advertising god Trevor Beattie heralding the death of the 30 second ad, to Lord Seb Coe on the challenges and opportunities faced by Brazil as they plan for Rio 2016, queues out of the door of BAFTA headquarters on Piccadilly marked this as a pivotal event for the industry.
Highlights of the day included:
Trevor Beattie, the advertising god responsible for FCUK and Wonderbra’s Hello Boys series, declared the death of the 30 second ad. Tech’s turned us tapas: we have two clicks and about as many ticks to grab audience attention. Information saturation has altered our behaviour. To survive the barrage of data we have become adept at quickly selecting what is most useful or pleasurable, such that today, we can know what we like within a couple of seconds.
“The unit of consumption needs to change.” TREVOR BEATTIE
SIR DAVID BRAILSFORD & SIR MARTIN SORRELL
On winning and getting your chimp out: David Brailsford talked about the psychology of success and the importance of separating our three ‘selves’ – the ‘chimp’ (emotion driven), autopilot, and front lobe activity. The key to success? Clarity and strong feedback.
“You can’t coach by numbers and therein lies the trick” SIR DAVID BRAILSFORD
LORD SEB COE
The man responsible for the unparalleled success of London 2012 talked about what it took to land the Olympics for Britain, and the challenges and opportunities faced by Brazil as they look forward to Rio 2016.
Information over saturation is leading to audience push back. ‘Big Data’ is dead: information for information’s sake is not enough; we need to make data useful. Future trends will see a rise in intuitive technology that understands our habits and recommends or anticipates what we are going to do next.
Facebook declares social media semantically redundant: “the most effective relationships are built on a number of small, light-weight interactions over time” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN, FACEBOOK
“The value of some data can diminish in hours, not weeks – brands need to be nimble and iterative” CHRIS MAPLES, SPOTIFY EUROPE
“Brands can target themselves out of existence” ANDY HART, VP MICROSOFT ADVERTISING AND ONLINE, EUROPE