Ahead of our LONDON BRAVER CONFERENCE we caught up with Marketing Society board member, Mars' Mitch Oliver, to get her thoughts on why it's worth attending.
Not another conference invitation. .. you know what it’s like. The run up to Xmas is manic and the last thing you need is to take a day out to attend a conference.
That’s what I thought. I was wrong.
I had my arm twisted to attend the Marketing Society's Brave Conference last year. "You won’t regret it", I was told. In for a penny, in for a pound I decided to bring my leadership team with me. Best decision. Ever!
We turned it into a team build. The day was jam packed with unique speakers, unexpected insights, laughter and tears. This is like no other marketing conference. It’s at a higher level... the content is surprising and diverse and makes your heart beat faster... and makes you actually think. How little time we have in our roles these days to get perspective and provocation and take time to think!
The prestigious Marketing Society Brave Brand of the Year award, in association with Campaign, sponsored by IBM iX, recognises marketing excellence. Once again, we’re looking at the Brand of the Year through a brave lens, rewarding brands that have taken risks in a challenging environment.
Cast your vote
Now, it’s over to you to help choose the finalists by casting your Brave Brand of the Year vote.
With your help, we will whittle down our shortlist of twenty brave brands to five. These five finalists will then be put to the live vote at The Marketing Society’s Annual Dinner on Wednesday 14 November.
Last Wednesday was World Mental Health Day and The Marketing Society invited me along to a ‘Wellness Fishbowl’ event. I love Wellness as much as the next strung out ad-person. Though I can’t claim to practice it half as much as I would like, I’ve done my share of yoga, mindfulness, and hypnotherapy sessions over the years and always found it incredibly positive for my mental health.
The ‘fishbowl’ element was less familiar to me but I gathered it would involve a ring of chairs with everyone sharing and supporting one another. It sounded very inclusive and definitely not typical of ad-land. Excellent. From what I could make out it promised to lie more in the world of the transformational coach training I’ve recently undertaken, which involved lots of open, supportive dialogue.
On arrival the only ad-land thing about the event was the sleek venue and free-flowing prosecco, wine and beer – a bit of Dutch courage perhaps – other than that the atmosphere was noticeably more friendly and open.
Words. We say a lot of words every day. To ourselves. To each other. In text messages, WhatsApp groups, emails. Sometimes cards and letters. Sometimes. In conversations, in meetings, in presentations. In Fishbowls like the emotionally charged event the brilliant Gemma Greaves hosted on World Mental Health Day on 10 October 2018.
With 1 in 6.8 people experiencing mental health problems in the workplace, 12.7% of all sickness absence days in the UK being attributed to mental health conditions, and lack of mental health support costing UK businesses up to £8 billion a year*, the focus of the Fishbowl was to open up, smash the stigmas and take action.
With the nature of media consumption changing faster than ever before, the importance of context in the delivery of brand communication has never been higher. Recent IPA touchpoint research has revealed almost all UK adults consume two or more different types of media in the space of 30 minutes; a quarter even admit to alternating between three. In this environment, the context in which brand communication is delivered, and the nature of the user experience, have arguably become just as important as the creative content being delivered.
In this rapidly evolving world, big data is hugely compelling and indeed, gives fast and detailed feedback about audiences reached and the number of impacts achieved. But there is often a lack of more nuanced insight about the nature of the experience delivered and, in particular, the impact of device, channel and surrounding content on the way people respond to brand communication. This is where methodologies that focus on subconscious responses can help to deliver a new layer of understanding, and companies like Neuro-Insight, which use neuroscience to track brain response, are being asked to do more and more work in this area.
Nike’s new Colin Kaepernick advert has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, but 39% feel more negative.