Meeting the Challenges of a Category in Transition
Automotive marketing has seen its share of trends, fads, and failures. As we approach the year 2020, we are faced with an industry and its marketing in transition: Sales have eased, incentives are rising, and sedans continue to falter at the expense of growth for trucks and SUVs; Mobile, data-driven programmatic and attribution models are exerting pressure on marketers, agencies, and publishers, complexity and lower revenue for content creators; Autonomous technology, electric vehicles, and ride-hailing are increasing R&D budgets at automotive manufacturers and adding to the confusion.
On Thursday, Oct. 5, we held our annual Motor City West conference in Long Beach. Over 450 attendees met to learn and discuss automotive marketing.
Congratulations to our raffle winners:
Josh Lazo, RPA - Beats Headphones, courtesy of Cox Automotive
Eliana Velasco, Canvas Worldwide - 360 Video Camera, courtesy of Receptiv Mobile Video
Danielle Joie Thouin, Fraser Communications - Apple Air Pods, courtesy of US Auto News
Leisha Bereson, VP, Group Director, Canvas Worldwide
Brian Cooley, Editor at Large, CNET
Allie Coulter, Assistant Manager, Social Media, Honda
Stephen Kosowski, Manager, Long Range Planning & Strategy, Kia Motors
America Tom Libby, Manager, Loyalty Solutions, IHS Automotive
Posted By Emily Hope,
Friday, September 29, 2017
Updated: Friday, September 29, 2017
AdJam: The Festival Edit. Seriously. What a turnout. Creatives, Execs, and even Accounting came together in sweet, sweet harmonies for a night of ass-kicking, toe-tapping, jaw-dropping shreds from the very best L.A. agency bands. Let's give it up for the bands! We knew y'all were talented but way to make the judges werk!
Congratulations to Greenlight Media's Green Hot Chili Peppers who won for the second year in a row! They went home with the coveted AdJam Axe again, courtesy of Fender Musical Instruments. Thank you so much to all who attended and invited their veriest and importantest people! #ThinkAdJam
More than 175 marketers, publishers, agency and ad tech executives attended the first-ever educational event, Cannabis Marketing: Making the Agency Connection. This sold-out event brought together a diverse mix of people interested in learning more about how the cannabis industry is having an impact on the advertising and marketing community. Speakers and attendees included experts in the fields of legalization, marketing, and cannabis policy to discuss the state of the market and the potential for (literal) growth.
The cannabis market represents a huge opportunity for advertisers, agencies, and the marketing/media community. However, there are specific challenges that marketers and advertisers need to keep in mind when promoting a product with so many rules and regulations.
“As the largest cannabis market in California, if not the world, it is important for the ThinkLA community to be educated on how the cannabis industry can impact them personally and professionally,” said Jim Baudino, VP Marketing & Business Development, Merry Jane Media. “It is refreshing to see ThinkLA having events like the Cannabis Marketing event to keep their members informed of the latest trends."
Key takeaways included discussions about the state of the cannabis industry while attendees learned about the implications of Prop 64 and Measure XX. Panel members explored explore current/future trends in cannabis marketing and discussed how California legalization of recreational cannabis would impact marketing and the culture of the state.
Panelists included Abdullah Saeed, Producer/Host of Bong Appetite on VICE Media; Ariel Clark, Partner at Clark Neubert LLP; Ruben Honig, Executive Director, LA Task Force; Robin Abcarian, Columnist, Los Angeles Times; and Kate Denton, CMO, Med Men, among others. “I was thrilled with the quality of the panelists, the diversity of the audience and most of all, the willingness of ThinkLA to host an event covering the cannabis industry and its impact on the advertising community," said Baudino.
Robin Abcarian, Columnist, Los Angeles Times
Jim Baudino, VP Marketing & Business Development, Merry Jane Media
Food and drink has long-been the uniting social front for friends, family and strangers alike to share time together. For those who’ve dedicated their careers to envisioning, crafting and innovating in this space, it’s crucial to understand modern marketing’s seat at the table.
At this YoungStars held on Aug. 8 at RPA, we heard from a variety of young professionals in the Food & Beverage industry and learned about the vast challenges and successes in this highly competitive ecosystem.
Krista Simmons, Food and Travel Content Creator
Max Baumann, Founder, Just Chill
Andrea Borgen, GM/Owner, Barcito
Yong Kim, Co-Founder, Seoul Sausage
Michael Keller, Co-Owner and CEO, The Blending Lab
YoungStars is ThinkLA's quarterly panel discussion and mixer with diverse thought leaders, entrepreneurs, and influencers, all under the age of 35, in the Los Angeles media, tech, and advertising industries.
Thank you for your participation at this year's Summer Soiree!
What an event! We really can't thank you enough for supporting your fellow marketing and advertising family by showing up for our premier summer social of the year. Special thanks to our partners and sponsors who helped us create all of the magic!
Well we just did Entertainment Breakfast like a boss! We would to give a special thanks to our speakers, partners, and sponsors who helped us create such a wonderful agenda.
Creating brand engagement at scale is more difficult today than it has ever been; yet the opportunity has never been greater. Brands are turning to Hollywood storytellers to engage their audiences across platforms and devices. Networks are reshuffling their advertising mix. Social media companies are creating new advertising products. And the advent of data-driven solutions can help inform smarter choices, but further complicates the landscape. The challenge is to put it all together.
Amy Elkins, EVP Media and Marketing Innovation, STXfilms
Elizabeth Barrutia, Chief Executive Officer & Founder, BARU
Sam Bergen, Executive Creative Director, VICE Media
Greg Glenday, Global CRO, Head of Creative & Music Partnerships, Shazam
Thank you for your participation at this year's IDEA Awards Gala!
What a show! We really can't thank you enough for supporting your fellow marketing and advertising family by showing up for our premier event of the year. BIG Congratulations to all of our finalists, winners, and entries and special thanks to our partners and sponsors who helped us create all of the magic!
The Fun Run 5K was a celebration of all things active and fun in support of a great cause. Thanks to Mindshare, we hosted our second annual event at the California-famous Campus in Playa Vista. It was great to run the dirt-trail bluffs, drink champagne with friends, make new friends, and play life-sized games! Thanks to all that came out.
Proceeds from each ticket went toward Ad Relief to help someone in crisis get back on their feet again - and we raised several hundred dollars, THANK YOU!
Thank you for attending Digital Production: Process and Profitability. We would like to extend a big thank you to Don Lupo for a highly educational session.
We learned what it takes to make a digital project efficient and profitable, whether producing banners, a mobile app, or a website as well as the basics of the digital production process, how to estimate for projects, and why the client needs to pay for IA, UX, and QA as every agency has challenges with digital production:
• Account does not always know it well
• Creative does not always follow best practices
• Finance doesn’t always know how to bill for it
Very few people know how to make it profitable Digital production can be far more complicated than anyone anticipates, but focusing on process can make it much easier. In this class, we discussed what it takes to not only get websites and banners out the door AND how to get them done efficiently and (hopefully) profitable.
Overview of digital production from project start to finish
Perspective on how context affects how consumers use technology
The role of digital producers on every project
Proper estimating and how to make your project profitable
A clearer understanding of digital production process
How to best utilize digital producers
How proper estimating can save and make money
Why you should fight for IA and QA when the client balks
How to use consumer empathy to make a better digital product
We hope everyone enjoyed the 2017 Auto Breakfast! We are grateful to our speakers and especially to our sponsors who helped make all the magic happen. This year’s event was presented by PlaceIQ, and supported by Pinterest, Cox Automotive, and Eyeview.
We kicked off with an energizing keynote from Brian Cooley of CNET, who set the scene with his fast-paced rundown of all that’s new and happening in the auto world, and what to look for as the “next big thing”.
Next, we took a deep dive into the world of “influence” and considered what it takes to create it, measure it, and assess its value in auto marketing. We were entertained and enlightened by speakers from several auto brands and agency partners who contribute so much to the ThinkLA community. The role of emerging technology was explored through some deeply engaged discussion among industry thought leaders.
Brian Cooley, Editor In Chief, CNET
Mike Levine, North America Product Communications Manager, Ford Motor Company
Matt Wechsler, COO and Managing Director, Civic Entertainment Group
Will Cady, Partnerships & Advertising, Reddit
Chris Nicholls, Communications Director, SSLA
Anthony Oliveira, Media Planner, Toyota
Cindy Scott, Brand Traction
Drew Bruenig, PlaceIQ
Leisha Bereson, Canvas Worldwide
Brian Diamond, VP Group Director, Strategy, Canvas Worldwide
Darren Lachtman, Co-Founder, Niche
Mike Dossett, Associate Director, Digital Strategy, RPA
The need for a meaningful connection between a brand and its audience
An authentic and transparent role in the brand conversation is a must
Technology has a vital role in enhancing and analyzing influence
Everyone’s a content creator and a media channel in their own right
The influencer role has to have substance and meaning beyond that of paid advocate