Jeff Estok, managing partner of Navigare, reports from the AdForum Worldwide Summit in New York.

Published on Oct 29, 2012 in campaignasia.com

 

 

The AdForum Worldwide Summit in New York is a unique and highly focused “by invitation only” event. At the event, which took place in mid-October, leading agency consultants, drawn from markets around the world, meet and interact with agency network CEOs and management teams from all disciplines (creative, media, digital, direct, social). 

Instead of trying to relate everything we heard in meetings with 26 agencies over five days, let me focus on three linked trends of critical interest to marketers and agencies alike.

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Kika Samblás, avanza las tendencias detectadas por Grupo Consultores en el Ad Forum de Nueva York. Nuevos equipos, Big Data, Social Media y Branded Content se imponen

Samblás recuperó algunos ejemplos de marcas que lo están haciendo bien en esta revolución tecnológica tras su viaje al Ad Forum de Nueva York con independientes y grandes compañías y cómo ven sus negocios en la actualidad. Entre los ejemplos Nike con sus pulseras y complementos deportivos, o Apple que de ordenadores pasó de fabricar ordenadores a crear una liberia como itunes y los ipods, ipad…Sony tiene un problema. La marca de vanguardia icónica de los últimos años pudo haberlo hecho bien,”tenía la parte de contenidos, la parte de música con la discográfica de Sony, la de contenidos con tv y la parte de tecnología de producto, pero se centro en hacer vídeos y lectores de tecnología y usabailidad no muy atractiva, y tiene varias complicaciones como negocio”.

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Day five in the Big Apple

22 Oct 2012 10:32:00

NEW YORK CITY: Day 5 of the 2012 AdForum Worldwide Summit started off at M&C Saatchi New York.

A brilliant presentation on entrepreneurialism and coming prosperity from one of the gurus in the US, followed by an update on Saving Europe – a campaign led by Moray McClennan, worldwide CEO for Saatchi, in his role as president of European Association of Communication Agencies and then the announcements of the new agency and new team in New York.

M&C Saatchi now has 26 offices in the world, the most recent opening (re-opening) being in New York city. Very impressive morning and spot on timing.

Moving on to McCann – meeting with Nick O Brien, worldwide CEO, who updated us on the past turbulent two and a half years at McCann as he brings lots of change and innovation to the world’s oldest network established 100 years ago this year. Looks like he is on the right track and certainly the changes we have seen in South Africa mirror the changes in many other offices of McCann in the world. Watch this space!

Ending the day at iCrossing, a very strong digital and data agency, now owned byHearst Publishing – themselves a long term player in the publishing industry worldwide.

And so that was the summit this year. One of the best ones the IAS has attended to date – it was my fourth in New York – and certainly so stimulating that it will provide food for thought for the next 12 months!

Day three in the Big Apple

18 Oct 2012 15:25:00

NEW YORK CITY: It was a packed morning and evening for Day 3 of the 2012 AdForum Worldwide Summit. We got some time off (about two hours) in the afternoon for the consultants to catch their breath.

We were treated to great views of New York as we went to Brooklyn – specifically to the Galapagos Art Space – to meet with Havas.

Havas Worldwide CEO, David Jones gave us an update on the branding exercise Havas have just completed – to have all of their agencies branded the same and as many as possible in the same buildings.

Inspirational work and news on One Young World plus a team quiz. Then on off to R/GA – one of AdForum’s most popular agencies as they really are in a league of their own and continue to excite us with brilliant work and innovation in products for clients – an agency for the new digital age. A whisper that they may well open in Cape Town due to the level of talent in the Mother City – could be very exciting!

Late afternoon we headed to Sapient/Nitro – an agency that has grown from nothing to 7 500 people worldwide in less than seven years. Remarkable people and again – highly innovative and creative.

An excellent dinner cooked by Martha Stewart’s chef left us full and happy after a very long day indeed.

Day two in the Big Apple

17 Oct 2012 12:49:00

NEW YORK CITY: The morning of Day 2 at the 2012 AdForum Worldwide Summit was spent with two different digital, direct and CRM agencies – both with international networks and strong players in their markets.

It is fascinating to see how these agencies have grown and developed over the years as the needs for their businesses have grown. Wunderman and Proximity both have impressive track records.

The afternoon was spent with the four agencies from Group M – Maxus (not yet in South Africa), MediaComMindshare and MEC.

All four agencies, all very different with very clear positionings. An excellent afternoon with lots of healthy debate and the first time in a few years that we have had a media focus at AdForum.

The evening saw the introduction of a new type of agency – details still under wraps – but more of that in a few weeks time.

A light supper and drinks and a relatively early night for the busy consultants at AdForum.

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