Have a myARF account?

Posts Tagged leadership

Insights from Some of the Industry’s Mad Men & Women via AdAge

Wendy Clark, CEO, DDB North America: “We have to value how people work as much as what they do. As an industry for too long we have tolerated really bad behavior to protect someone’s talent. They’re very talented, but don’t play well with others. If you’re trying to move with the speed of the marketplace, and in an efficient manner, there is no way you can’t have collaboration. Collaboration is at the root of trying to move quickly and efficiently. How we do things is as important as what we do.”

Lori Senecal, Global CEO, CP+B: “Creating a succession or series of high-impact moments that live up to a brand’s promise ends up being more engaging for consumers and gets around that clutter issue.”

Chuck Porter, Chairman, CP+B: “The last couple of years the talent we’re seeing is really great and better maybe than it was before. There seems, at least to me, to be a renewed interest in the marketing business and really smart kids are finding it interesting.”

Keith Reinhard, Chairman Emeritus, DDB: “I can’t count the number of times I’ve heard ‘unprecedented change’ over the years. But when we think about those changes, and surely there are many, I think it’s good to think about what doesn’t change. The timeless things. Fundamental things in our industry still apply. Human nature is timeless. To be admired, to belong, to take care of our own are all timeless. And that means what else is timeless is great creativity and ideas.”

Access full article from AdAge

Leadership Lab: Getting Creative with Analytics

A Trifecta of Analytics, Advertising and Strategy

Lauren Moores – VP, Strategy, Dstillery


Agenda

8:00-8:30 am Continental Breakfast
8:30-9:15 am Class
9:15-10:00 am Q&A/Class Networking

 From Surviving to Thriving: Redefining success and innovating the architecture of our lives

Arianna Huffington, President and Editor in Chief of the Huffington Media Group, opened her session saying: “It is an amazing time to try and bring together this explosion of data. 90% of data has been created in the last two years.” And yet, there’s still a need for wisdom, intuition, and strength. Arianna spoke about burnout and how we’re losing connection to ourselves. In the second year of Huffington Post’s development, she described her wake-up call. She collapsed in her kitchen from exhaustion and broke her cheekbone: “When I came to in a pool of blood, I had to ask, ‘Is this what success looks like?’” She noted that when people are operating on empty, they’re not going to get their best work done.

Key takeaways:

  • Leadership is about seeing opportunities that others don’t see. When people are burned out, opportunities are harder to see.
  • When we are more connected with ourselves, we have our best ideas.
  • We need to be willing to fail; if you are determined to get it right the first time, it’s unlikely that you’re going to invent original things.
  • Great research is about always finding the nugget that is significant.

Her advice for the C-Suite: No one lives in the zone all the time. It takes small microscopic steps to get there. When you’re recharged, you’re going to be better at knowing where you need to go. The reason that all our best ideas come to us in the shower is because “Nobody has developed a waterproof cell phone. The minute the Apple watch is waterproof, it’s all over.” We are hyperconnected to our devices and losing some connection to ourselves. Right now we take better care of our smartphones than we do of ourselves.

At Huffington Post, they made the decision “to also put the spotlight on the good things happening—what works, solutions. By putting the spotlight on solutions we can create copycat solutions instead of copycat crimes.” And now other brands are following. “Every brand wants to be about wellness content.”

How did Huffington Post move from becoming necessary to indispensable? People have longing to live the lives they want, to reduce stress in their lives and find greater fulfillment. “We’ve launched 26 sections devoted to that. We even have a section called, ‘What’s Working.’ “We are missing out what is working in the world.”

When asked about how she handled research, she answered, “Great research is about finding the nugget. What are the nuggets that are really significant?” People are looking for engagement, authenticity, sense of humor. The kind of content that people like to share tends to be what inspires them, what works, good news.

Today Huffington Post has 100,000 bloggers. “We’re now going to be investing in technology to bring you millions of bloggers.” The challenge is to find what is actually actionable and what is relevant.

 

See all 5 Cups articles.

Marketing Insights: Are We Ready for Tomorrow?

Keith Weed, Chief Marketing & Communications Officer at Unilever, and Stan Sthanunathan, SVP of Consumer Marketing Insights at Unilever and ARF Board Member, gave the opening day’s keynote. When it comes to change, “the pace of change will never be this slow again.”

Read More

Finding Your Four-Leaf Clover: Turning Insights into Action

Lori Hiltz, CEO of Havas Media North America and ARF Board Member, offered six guiding principles to navigate the changing environment:

Read More

Video Brand Building in the Age of Abundance

Tara Walpert Levy, Managing Director at Google & YouTube, declared that this is the age of abundance. People have an incredible amount of choices, and nowhere is that more true than in video. To drive results for brands it’s important to get insights quickly and measure the moments that matter.

Read More

Marketing in a Mobile First World

Matthew Idema, Director of Product Marketing at Facebook, described some of the solutions available to enhance value for advertisers, designed around specific campaign objectives. He explained how research and measurement tie back to product decisions.

Read More

Reinventing Insights and Analytics

Jeffrey Graham, Ph.D., Director of Global Ad Research at Twitter, discussed how the research team creates value for the business.  

Read More