Professor Jerry Wind spoke at the Institute of Communication Agencies annual FFWD: Advertising and Marketing Week in Toronto, which ran from January 27 to January 31, 2014. Touted as Canada’s largest industry gathering, FFWD 2014 celebrated the essence of advertising and marketing: creativity, ideas, and communication.
An integral topic of the week was mobile advertising. Frank & Oak, the online men’s clothing shop studied its consumers’ behavioral patters and discovered that online shopping is high on Monday, Thursday and Friday and at times when they are bored at work. Mobile was highest on Friday, Saturday and Sunday, specifically during lunchtime. In addition, Royal Bank of Canada (RBC) said that one third of its users exclusively use mobile services which has become very cost-effective next to online-banking. RBC has even started e-transfers through Facebook for its customers. Another example of mobile’s importance came from Mindshare’s news that 70% of its social media interactions are on mobile devices. These examples show that mobile devices are now increasingly deemed as more important that laptops and succeeding requires mobile-drive strategies in advertising.
The event featured a line-up of insightful thought leaders in advertising and marketing from numerous industries and around the globe. Natasha Hritzuk, Senior Director of Global Consumer Insights at Microsoft discussed current behaviors of data, privacy, creativity and the effect of tech in our lives and touched on three key trends in digital advertising: Value me, intelligently on, and age of serendipity. CBC’s Jian Ghomeshi sat down with Pierre-Elliott Levasser, the VP of Digital Publishing at La Presse to discuss La Presse’s trip into the digital world, focusing on ads with narratives. The Rocket Fuel session led by its CMO, Eric Porres touched on Artificial Intelligence and its area of data. Another highlight was Google’s session with Owen Charlebois on The Future of Brand Measurement where many in the audience realized they are Gen C’er – 80% of Canadians under 35 fit in this category and check their phones 110 times a day! The week ended with the Fifth Annual Ad Ball where all the young professionals of the industry were able to let loose after a busy week with a fashion show where JWT’s David Gibb was on the runway to end the week on a high note.