It was the Festival of Marketing this week at London’s glamorous Tobacco Docks and I was part of the lucky WCRS crew that got to go along and fill up on knowledge.
The Thursday sessions started in both the best and worst way. Reggie Yates (from the BBC and having amazing jackets), Rochelle Humes (from The Saturdays/S Club Juniors) and Tom Daley (from diving) talked about how they’ve successfully worked with brands to create campaigns that play to the strengths of both parties. The key point that came up was consistency – they’ve found that working with the same brand over a long time seems to work out well for them, the brand and the audience (FYI did you know that Davina McCall has been with Garnier for over 10 years?!). They also spoke at length about how their use of social media (and especially Instagram Stories) means that the brands they work with have to reflect their everyday life. I also learned is that they hate, HATE, brands writing their tweets for them. But the only problem was that they all talked so eloquently that early in the morning and looked so beautiful I couldn’t look directly at them.
Next up, it was onto ‘Bringing Marketing and Creativity Together,’ which just told me what we already know that those in creative jobs tend to be happier and that 78% of people are right in thinking that investing in creativity boosts productivity.
Finally, was a talk on how sexuality and gender are portrayed in advertising. I can’t lie to you the outcome was pretty damning of the UK, with 52% of the public thinking that UK advertisers only pay lip service to relationships that aren’t cis heterosexual couples. In a time when 56% of 18-24 year olds think gender is non-binary and 49% identify as not 100% heterosexual, that’s a lot of percentages showing that UK advertisers are behind modern thinking.
If you feel like changing things the advice given was: Get to know your audience better. Have a purpose. Be consistent. Here’s a beautiful one from Wells Fargo who are clearly doing it right: https://youtu.be/DxDsx8HfXEk