Posted By Emily Hope,
Monday, July 21, 2014
Updated: Monday, July 21, 2014
On July 17, 2014, over 500+ guests attended our 2014 Entertainment Marketing Breakfast at the Ritz-Carlton Hotel to discuss marketing trends in the millennial age. Here are three takeaways from our speakers:
Millennials reach millennials. This generation is eager to share knowledge with their friends and go beyond the ordinary means of seeking information- they want an authentic and personalized message that they can depend on. – George Strompolos, Fullscreen
Advertising is not the problem, bad advertising is. Millennials like to access information from their peers, trusted friends and close network. With constant overflow of advertising, they filter the most useful and practical advice for their everyday lives. "If you want to shape the future, then talk to it". – Kent Rees, Pivot TV
The "Barney Affect" effect not only symbolizes a popular purple dinosaur show that most millennials grew up watching, but how those values of equality and justice still hold true for them today. Companies and brands should mirror their social responsibility in order to attract this generation to their products. Millennials expect brands to take note of their feedback and engage them in interactive communication. – Warren Wright, EVP of LifeCourse Associates.
Thalia Doherty, Tru TV - Kindle Fire/Amazon TV, courtesy of The Los Angeles Times Kevin Ford, OMD - PS4, courtesy of Twitch Sara Leverty-Lavoie, Rouge Beauty- Xbox One, courtesy of Curse Carolyn Loo, UM - iPad Air, courtesy of Session M
Thank you to our speakers:
Warren Wright, Executive Vice President - Lifecourse Associates Kent Rees, Executive Vice President, Pivot TV
Kevin Winston, Founder, Digital LA George Strompolos, CEO and Founder, Fullscreen
At the AdU: Account Managment class, members of RPA, Common and DirecTV explained what it takes to be a strong account manager. Attendees were shown real-life examples and skills to apply to their own jobs and gained a better understanding of the many opportunities of working in account management. Check out the presentation slides!
The instructors also recommend checking out the following:
BOOKS: Built to Last & Good to Great (Jim Collins) Made to Stick (Chip and Dan Heath) Hey Whipple, Squeeze This (Luke Sullivan) The Lean Startup (Eric Ries) Power (Jeffrey Pfifer) Ogilvy on Advertising (David Ogilvy) Collaborate or Perish (William Bratton & Zachary Tumin) Drive & A Whole New Mind (Daniel Pink) Blue Ocean Strategy (W. Chan Kim) Why We Buy (Paco Underhill) The Tipping Point & David and Goliath (Malcolm Gladwell)
AND SOME NOT BOOKS: Top 10 TED TALKS (or all of them)
Ad Week/Ad Age
This Advertising Life Tumblr (trust us)
Thank you RPA for hosting the event and to our instructors:
Lisa Tanner, Vice President, Account Director, RPA Romy Flint, Senior Director, Common Kaleen Ogden, Associate Planning Director, RPA Margaret Mason, Director of Marketing, DirecTV
Congratulations to the raffle winners: Michael Thill, Centro - Jawbone, courtesy of AdTheorant. James Ho, Groupm - Pebble Smartwatch, courtesy of PayPal. Jennifer Roman, Discovery - $500 to Terranea Resort, courtesy of pk4 Media. Kelly Wetmore, Initiative - 2 outdoor concert tickets with picnic basket, courtesy of Quantcast.
Congratulations to the clothing drive winner: Jen Mutchnik, Crave Online - 2 VIP tickets to AdJam, courtesy of ThinkLA.
On May 21st, 19 advertising company teams went head-to-head in our Dodgeball Tournament benefitting the MAT Program at the LA Galaxy Soccer Center in Torrance. There was a lot of dodging, ducking, dipping, diving… and dodging going on. In the end, the company that took the championship trophy home was Stoddard and Partners. Blitz took home the trophy for best team spirit. Congratulations to everyone for dodging like pros, and having fun out there!
On May 20th, Jordan Atlas, SVP, ECD at Ignited, showed us how important it is to create breakthrough work. We learned that “creative is not everyone’s job; It’s everyone’s responsibility.” The idea is not a product shot, cute kittens or celebrities. The idea embodies a lifestyle. It’s fresh, memorable and breaks through the clutter.
On May 15, 2014, over 150 people attended our connectLA Spring Mixer at Duplex on Third, and had a blast playing bingo and networking. Attendees were able to mingle with LA’s thought leaders and ThinkLA board members, and learn more about how to get involved in our community.
1st Prize: Nick Giordano, LA Register - JAMBOX, courtesy of PK4 Media
2nd Prize: Lauren Taylor, StrikeAd - 2 Interactive Idea Awards Gala tickets, courtesy of ThinkLA
3rd Prize: Colleen Sumpter, StrikeAd - $75 Giftcard to Duplex, courtesy of Duplex on Third
Congratulations to the raffle winners:
Jim Baudino, Toyota Motor Sales - Amazon Fire TV, courtesy of Solve Media Taylor Vella, UM - PS4, courtesy of Twitch
On May 13, 2014, an intimate group of 25 people from the advertising community came together to learn how to accelerate their creativity using the skills of rapid prototyping. Individuals worked in small teams to hone in on the best way to develop, package and sell ideas like they’ve never done before by creating a conceptual mobile app prototype on paper in a few hours. What was the main takeaway from this workshop? This rapid prototyping approach can be applied to developing anything from a new business to conceptualizing a new campaign.
At ThinkLA's AdU: Media Planning course at OMD's office in Los Angeles, California, four leaders from the OMD team shared their insights in the media planning and buying space. There is always more to be learned in this space, and the students listened in on four presentations, all with important takeaways for media planners and other marketing professionals alike.
Analytics must be planned in advance
"Analytics should not be an afterthought," Kemble Fletcher, associate director, analytics, emphasized to students. Metrics should be established up front with the client, in accordance with measurable goals. Fletcher also remarked on the humungous volume of data in the world today. (1,200 exabytes, to be exact!) Fletcher then highlighted an important distinction. There are two main approaches to measuring people, and it is important to remember the difference. While demographics refer to quantifiable stats like age and sex, psychographics are more about attitudes and values, for example, people who like dogs or particular breeds of dogs.
Ask these questions when developing a mobile strategy
According to Mobile Manager Laura Schneider, these are the three most important questions to ask about mobile:
How can I target my audience through mobile?
How does this fit into my plan strategically?
What unique value can mobile bring to the campaign?
Schneider also emphasized that when considering the time spent with the medium, mobile spend still isn't where it should be. Granted, it is still a complicated space. Schneider broke it down for students, explaining that there are four avenues to buying media on mobile: apps, premium, ad networks, and audiences. And when it comes to ad formats, Schneider claims native ads, short-form video, rich media, and interstitial ads are a better investment than static banners or long-form video.
Keep your eye on these consumer trends
Kristin Hogan, senior strategist at OMD, presented next, highlighting four major trends to capitalize on. Look no further than successful recent campaigns, and you are sure to recognize these key factors.
Always-on and mobile
New visual vernacular
Today's consumers, especially the youngest generations, have limited patience, want to be in constant contact, prefer experiences over tangible possessions, and speak a language driven by images.
Understand the value of paid search
Senior Strategist Jennie Antonakis, the last to instruct the class, gave a detailed overview of why search matters, as well as how it works. Search, many argue, is the most important channel because it leverages consumers who are already interested. Not only that, but search is at the center of the consumer's online journey. Paid search ads (SEM) are served as a result of a real-time auction, where you bid on certain keywords (for example, "jeans" for Levi's). A student asked: Why pay for SEM in cases where the brand already shows up organically (SEO)? Antonakis says it's because your brand will take up more real estate on the page, which means more clicks. Plus, you only pay for SEM when someone actually clicks through. SEM targeting is one of the most important considerations, so be sure to take into account dayparting, device, geo-targeting, retargeting, and language.
Posted By Emily Hope,
Thursday, April 24, 2014
Updated: Friday, August 8, 2014
On April 23rd, industry professionals explained how Social Media, PR, Analog/TV, Experiential, CRM, SEM and In-Car Tech can work together to amplify brand messaging and cross-promote in the digital space.