New York’s 2024 Advertisement Week recently concluded with Variety’s Executive Interview Studio, presented by Canva, hosting a stellar lineup of industry innovators and respected advisors. The studio featured prominent personalities from companies like Spotify, NBC Universal, Ford, and even pop stars like Camila Cabello.
Moderated by Variety editors, Thursday’s conversations included Academy, Emmy, and Grammy-winning artist Common, Pinterest‘s head of global brand experiences and programs Judy Lee, and T-Mobile’s consumer chief marketing officer Vinayak Hegde, among others. The topics discussed ranged from brand creation to understanding consumer behavior and keeping up with the rapidly changing trends that influence Gen Z consumers in today’s markets.
Here are some of the key takeaways from the event:
Canva and Pinterest: Redefining Experiential Marketing with Creativity and Connection
Judy Lee, head of global brand experiences and programs at Pinterest, and Jimmy Knowles, global head of experiential at Canva, discussed the expanding realm of experiential marketing. Knowles highlighted the increasing desire for in-person experiences between customers and Canva, emphasizing the importance of consumers physically experiencing the brand. Lee, on the other hand, emphasized the importance of planning ahead and focusing on both business-to-consumer and business-to-business efforts to engage Gen Z and millennials.
Global CMO of Mars Inc. Explains How Mars Uses AI to Sell You Snickers
Gülen Bengi, global CMO of Mars Inc. and chief growth officer of Mars Snacking, shared insights on how Mars continues to dominate the snack industry by creating personalized advertising experiences using generative AI. Bengi highlighted a campaign with famous soccer coach José Moreno, where generative AI was used to create banter for fans, aligning with Snickers’ iconic slogan.
Common Explains Why T-Mobile Was His Perfect Home for an Advertising Campaign
Vinayak Hegde, consumer chief marketing officer at T-Mobile, Common, and Andrew Panay, founder and CEO of Panay Films, discussed their collaboration on T-Mobile ads featuring the acclaimed artist. Panay praised Common’s authenticity and humor, making him a perfect fit for the campaign. Common emphasized the importance of aligning with products he believes in, emphasizing the need for genuine partnerships in advertising.
Warner Brothers Discovery CRO Discusses Brand Revolution and Future of Global Content Business
Bruce Campbell, chief revenue and strategy officer at Warner Bros. Discovery, highlighted the importance of direct engagement with operating arms like ad sales and distribution teams to drive brand revolution and shape the future of the global content business. Campbell’s insights shed light on the ever-evolving landscape of content creation and distribution in the entertainment industry.
Overall, New York’s 2024 Advertisement Week provided a platform for industry leaders to share insights, discuss trends, and showcase innovative strategies that will shape the future of advertising and marketing. The event highlighted the importance of creativity, authenticity, and strategic planning in engaging consumers and staying ahead in a competitive market.
Warner Bros. Discovery is making strides in bringing together various units to work cohesively, with a focus on opportunities for brands to engage with iconic theatrical films such as “Wonka,” “Barbie,” and “Beetlejuice.” By leveraging these beloved properties, the company aims to generate revenue and create immersive experiences for audiences worldwide.
The process of integrating these units involves a strategic approach to maximize the potential of each brand. Warner Bros. Discovery’s relationship with Universal Studios allows for global competitiveness in licensed experiences, such as the Harry Potter theme park and Warner Bros. studio tours. With a presence in 65 countries, the company has dedicated teams to identify local content, tap into local ad sales markets, and drive international growth.
Incorporating AI initiatives is a key focus for Warner Bros. Discovery, as it looks to enhance marketing assets, improve enterprise efficiency, and track client engagement more effectively. By harnessing AI and machine learning technologies, the company aims to deliver targeted products, segment audiences more efficiently, and create personalized experiences for consumers.
Sean Downey, President of America and Global Partner at Google, highlighted the transformative power of AI in advertising products. Google has been integrating AI into its offerings for over a decade, enabling businesses to predict audience behavior, scale operations, and derive valuable insights from data. AI serves as a catalyst for boosting performance, enhancing business outcomes, and transforming operations for more effective results.
As AI continues to drive exponential growth opportunities, industry leaders like Downey emphasize the importance of leveraging technology to empower individuals rather than replace jobs. AI tools in Google, including Google Ads and YouTube, are used to power insights, media buying at scale, and creativity in content production. The combination of human creativity and AI-driven insights paves the way for innovation and growth in the digital landscape.
Disney Advertising leaders, Danielle Brown and John Campbell, discussed client-centric strategies in sports and entertainment marketing. With a focus on innovation, partnerships, and cross-functional collaboration, Disney Advertising leverages its wealth of knowledge and resources to streamline processes and deliver impactful solutions for advertisers and agencies. By aligning with client objectives and utilizing AI technologies, Disney aims to drive brand recognition and deliver personalized experiences to consumers.
Overall, Warner Bros. Discovery, Google, and Disney Advertising are at the forefront of leveraging AI, technology, and strategic partnerships to engage audiences, drive revenue, and create memorable experiences across the entertainment industry. With a focus on innovation and client-centric strategies, these companies are shaping the future of marketing and entertainment through seamless integration of brands and technologies.
Machine learning and optimization play a crucial role in the consumer funnel, especially when combined with Disney’s influence on brands and their desired goals. Disney’s proprietary audience graph provides a wealth of data sets that enable advertisers to plan, activate, and measure campaigns within the Disney Clean Room environment. This technology allows for a more targeted and effective approach to reaching consumers.
One notable partnership that Disney has forged is with Hershey during the Halloween cycle. This collaboration involved ownership and sponsorship rights, as well as social execution, resulting in an impressive 89% positive social sentiment. This success highlights the effectiveness of leveraging Disney’s platforms to engage with consumers in a meaningful way.
Campbell, a Disney executive, emphasized the importance of finding comedy fans throughout the ecosystem, not just within specific shows or platforms. By expanding their reach and creating immersive experiences on platforms like Disney Plus, brands can connect with consumers on a deeper level.
On the retail front, Parbinder Dhariwal, VP and general manager of CVS Media Exchange, discussed how CVS is competing among over 200 retail media networks. Dhariwal highlighted the importance of CVS’s loyalty program and its leadership position in measurement. By focusing on delivering strong and comprehensive measurement metrics, CVS aims to differentiate itself in the competitive retail media landscape.
Dhariwal emphasized the need for loyalty at scale and robust measurement capabilities to compete effectively with more established mediums. By providing transparent and accurate reporting, CVS can build trust with advertisers and confidently navigate the market.
In conclusion, Disney’s data-driven approach, coupled with strategic partnerships and a focus on loyalty and measurement, positions the company and its partners for success in reaching and engaging with consumers. By leveraging technology, optimizing campaigns, and prioritizing consumer experience, brands can tap into Disney’s influence and achieve their desired goals in the ever-evolving digital landscape.
