Professor Jerry Wind will conduct a “CEO Academy” class at the Cannes Lions International Festival of Creativity 2014.
The program, which will run on June 18-19, aims to offer CEOs and other business leaders the unique chance to learn insights and guidelines for cultivating a creative organization. In addition to Professor Wind’s insights on organizational creativity and innovation, the program will feature insights from other Chief Marketing Officers and Technologists, as well as case studies from previous Cannes Lions winners.
Cannes Lions is a week-long gathering in Cannes, France of over 12,000 creative communications professionals.
The March 5 edition of Marketing Matters on Business Radio Powered by Wharton, SiriusXM 111 provided listeners with a primer on Native Advertising: marketing content that appears within a website’s main content feed and which often resembles the editorial content of that website. Guest Tessa Gould, director of Native Advertising for the Huffington Post, offered her site’s partnership with IBM as a case study in how editorial and marketing content co-exist and are reconciled. Guest Tim Clark, the Head of Brand Journalism at SAP, spoke about SAP’s partnership with Forbes and explained how SAP functions as a “content lab” for material that is then posted as sponsored content on Forbes’ site. Finally, Bob Garfield, host of NPR’s “On the Media” outlined the news media’s importance as a “third party” in the relationship between advertisers and consumers, and warned that Native Advertising “only works when it deceives,” and therefore risks weakening the credibility of those who employ it.
The Wharton Future of Advertising Project will air programs monthly on Marketing Matters, a weekly call-in show airing on Wednesdays from 5pm to 7pm on Sirius XM Channel 111, Business Radio powered by Wharton. The next edition of Marketing Matters featuring WFoA will air on Wednesday, April 2nd from 5pm to 7pm. Programs will be rebroadcast throughout the month. Full channel information available here: http://businessradio.wharton.upenn.edu/
As part of an upcoming conference hosted by the Wharton Customer Analytics Initiative, one of our sister organizations here at Wharton, WFoA’s Professor Jerry Wind will moderate a session with three companies whose work connects individual-level television advertising exposure data to individual-level purchase data: Nielsen, Catalina, and Visible World. The day-long conference, “Successful Applications of Customer Analytics,” will be held in Philadelphia at the Inn at Penn on Thursday, May 1, 2014.
Despite the drastic changes that are transforming the industry, advertisers continue to spend enormous—and growing—sums to be a part of the national conversation by advertising during the Super Bowl. Professor Jerry Wind and WFoA Executive Director Catharine Hays co-hosted their first Sirius XM radio show on Wednesday, February 5, 2014, as part of the weekly series Marketing Matters on Business Radio Powered by The Wharton School to discuss the advertising world’s biggest and most anticipated event.
Three guests provided unique perspectives: WFoA GAB member Rob Norman (Chief Digital Officer Global, GroupM) provided some of the media context for 2014 Super Bowl advertisers (including coining the term “Hoaming” to describe “roaming at home”); Matthew McCarthy (Senior Marketing Director, Unilever) discussed Axe’s Super Bowl ad and related campaign strategy; finally, WFoA GAB member Roel de-Vries (Global Head of Marketing, Communications & Brand Strategy, Nissan) discussed the reasons behind Nissan’s decision not to advertise in the Super Bowl this year.
After 2013 marked the unofficial debut of real-time advertising via twitter, many brands established social media command centers in hopes of duplicating Oreo’s real-time feat of breaking through the social media chatter. But without any big moments this year to respond to or discuss, advertisers resorted to chatting amongst themselves about what has always dominated the cultural conversation: the television ads.
Key takeaways from the discussion (which is rebroadcast throughout the month and available for streaming) include:
Live sporting events like the Super Bowl are still one of the few ways to reach large, diverse audiences, relevant to both big budget advertisers who need to sustain cultural relevancy and smaller brands who are looking to make a statement
The new advertising ecosystem includes pre-, during, and post-Super Bowl exposure and interactions through all touch points.
While some advertisers pre-released entire ads, some released teasers, and some did no pre-release, the comparative effectiveness of each strategy has not been determined
Smaller businesses (e.g. resellers of Microsoft products) can find ways to draft off the noise created by the ads before the moment “goes cold” by taking advantage of social media
If a brand decides to advertise on the Super Bowl, they have to: be crystal clear about their message and objectives so as not to squander the enormous visibility and opportunity; stay focused on their own outcomes and not get distracted by the other advertisers’ strategies; use the television ad as a launching pad for a continuing conversation
Targeting is important but there are many facets to Super Bowl audiences where brands can find relevance; TurboTax‘s ad is a good example
The jury is still out on the impact of second and third-screen devices, though how viewers use other media in complementary and concurrent ways is a huge behavioral change that will likely have greater future impact.