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.