A massive thank you to all at MAD FEST LONDON for putting together such an amazing and powerful event last week. The Vertis team was delighted to sponsor the two-day conference that brought together the brands and people leading change across marketing, advertising and tech.
Check out Allie’s 5-minute talk, From Victims to Victory: How a Crisis Can Make Marketing Matter More Than Ever, on being brand ready in challenging times and how to ensure future growth through contextual advertising.
Here are 3 tips on how to emerge stronger and start 2021 with a bang!
Create authentic content. Respond to customer needs by creating and re-purposing authentic content. Reach your consumers with relevant, engaging and timely content and ads on the platforms that most align with your brand values.
Not sure what your brand values are? No problem! Go back to the drawing board and really get to the bottom of what the brand stands for and work onwards and upwards from there.
Be flexible. Given the historical moment we are currently experiencing, flexibility is everything. Be ready to adapt extremely quickly in order to react to the changes that are occurring, sometimes on a daily basis.
A huge thank you to our friends at MAD/ Fest for curating such a powerful and future-focused event last week. The Vertis team was delighted to sponsor the two-day conference that brought together the brands and people leading change across marketing, advertising and tech. From mega global brands like Google, Snapchat and TikTok through to fresher-faced startups, like, well, us, we came together to meet and learn in a hub of innovation, creativity and culture.
Brand clarity and purpose
Highlights include Dishoom’s Thamil Thakrar share how this deeply authentic group has imbued culture, story and experience into its brand to truly disrupt its category – on their terms, to deliver a customer experience that’s big-hearted and first class. Elsewhere Skyscanner’s Jo McClintock took a full-house through the growth brand’s marketing transformation, rooted in values – for them, everything starts with the traveller – data and an attitude of courage.
CMO Katie Evans shared Burger King’s journey to re-invent itself as a legacy brand, and its integrated strategy to create Whopper Day resulting an instant 30% surge for the brand. The common thread running through these brand strategies is having foundational values and purpose at your core.
Key adtech trends for 2020
Laura caught up with MAD//Fest’s content team to share her thoughts on 2020’s key adtech trends too. Here’s what she predicts:
With 80% of internet traffic being video by 2020, marketers will need to ensure their content creates cut-through. Using the latest video formats across your marketing funnel is how your brand will stay competitive.
Producing innovative, memorable content with storytelling at its centre will create the opportunity for brands to connect with their customers on a more emotional level – essential for the purpose-led consumer.
We’re seeing a rise in long-form video content. Already brands such as Patagonia are going beyond “snackable” content, to create longer-form (beyond 3 minutes) content that is engaging, culturally relevant and inspires stronger brand loyalty.
Putting human back in brands
MAD//Fest was the opportunity for our team to forge new relationships, explore partnerships and meet our peers in person as well as stay ahead of the adtech trends defining 2020. A great reminder of the power of real connection. If you’d like to discuss where contextual and native advertising fits in your 2020 plan, get in touch.
Vertis Media is hosting a Golden Ticket give-away for MAD//Fest London 2019, the most exciting adtech, martech & tech disruption festival in the world.
MAD//Fest opens its doors on the 13th November for two days of inspiring content with the biggest brands and break-out start-ups. If you’re a marketer, advertiser or disrupter, join us to meet, learn and seek out new ideas, connections and partnerships.
VertisMedia, the European adtech startup are proud sponsors of MAD//Fest, committed to promoting diversity and opportunities for people from all backgrounds to enter the media industry and switch brands, agencies, publishers and tech firms.
The festival line-up includes some of the most influential senior marketers in the UK and:
2,000 + brands
150 + speakers from the world’s top brands, agencies + platforms
Pub of the future, interactive cocktail bar + MAD//Senses Room
100 exhibitors across three curated halls.
Lots + lots of networking, drinks, parties + unconventional fun in an old East End brewery.
Register here for a chance to join the people carving out the future of marketing, advertising and technology.