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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

Festival of Media Global

• A fine array of big (Swiss!) cheeses at the Festival of Media

  26 April 2013

  There are so many marketing events on the calendar these days that, with a bottomless budget it would almost be possible to conference surf every day and do no work at all! However, in reality, with time and money both being precious commodities, it’s more important than ever to be discerning when it comes to deciding on what events to attend. Which is why I’m so looking forward to next week’s Festival of Media in Montreux, Switzerland. This will be my fifth time for attending and I know it will be money well spent.

  Nowhere else that I have been do you find a more outstanding set of big cheeses from amongst advertisers, agencies and media owners. Getting the global CEOs of some of the biggest agencies all in one place, let alone all on one stage being quizzed in a game of Agency Jeopardy, is an amazing feat by C Squared! And the line-up of client speakers is exceptional, including a director of ASOS, marketing VP from Facebook and CMOs from Visa and Blackberry. If you want to hear from the horse’s mouth about the issues that clients are facing, their changing needs and predictions for the future, there is no better place to be.

  The subject matter is also always fascinating and this year’s agenda is no exception. Unsurprisingly, it is dominated by all things digital which is fine by me. It’s the fastest growing area of our industry and I am looking forward to learning how we can be ahead of the curve. Who wouldn’t want to hear Tesco.com’s views on what consumers’ online shopping experience will look like in 10 years’ time? Or how Acer is using digital technologies to drive new and dynamic content stories?

  For me, the ‘must see’ session is on Tuesday afternoon – ‘Algorithm Versus The Man’ where debate will centre on whether technology will replace the media planner in media buying; a topic that is central to our business at AudienceScience. There will always be a place for media planners in traditional advertising because of the comparatively smaller number of buying points, but because digital advertising has such a vast breadth of websites to work with, an automated system makes much more sense for audience buying. Additionally, the large advertisers we have been talking to are evaluating different ways of buying digital advertising which will make campaigns easier to control and more cost effective. I have no doubt, though, there will be a lively discussion!

  And it’s the debate and chat outside the speaker sessions that also makes the Festival of Media a great conference. There are excellent social events too, giving you the opportunity to talk to network with the global CMOs of major companies who don’t usually have the time to chat. Being in an environment where like-minded people also want to grow both personally and professionally makes it all an inspiring and enjoyable experience.

  So if you’re heading to Montreux too this weekend, let’s have a beer and get the conversation going! Drop me a line at mark.connolly@AudienceScience.com. 

  By Mark Connolly, managing director – EU and APAC, AudienceScience
  

  Comments (0) | Permalink

  Posted by: Bloggers' Gallery

  Tags: Festival of Media Global

• Why emotions are the key to a brand's social video success

  18 April 2013

  What makes a video become a YouTube sensation? What is it that makes people share some videos but not others? Unruly EMEA MD Phil Townend and leading academic Dr Karen Nelson-Field will answer these questions and many more about the secrets of social video success at the Festival of Media conference in Switzerland at the end of the month. Here is a sneak peek at what they will be talking about...

  The idea of predicting the success of a YouTube video before it is even launched may seem as far-fetched as guessing which new pop song will become the next No.1 hit.

  But new academic and scientific research into the psychology of video sharing has found that there is a formula to social video success.
  
  Studies into the emotions which drive people to share branded videos on the web have identified key, myth-busting trends for agencies and brands hoping to create contagious content on the web.
  
  At a time when content marketing is becoming a core part of the media mix, it means advertisers no longer need to possess Darth Vader’s skills to be able to foresee which ad will become the next The Force.
  
  But what are these consumer trends? And what are some of the common content myths around creating the next YouTube hit for brands?
  
  

  All will be revealed at the Festival of Media Global conference in Montreux on April 30.

  Unruly EMEA MD Phil Townend and leading academic Dr Karen Nelson-Field will take audience members in Switzerland through some of the latest key findings from recent academic research and brand case studies.

  These include:

  - The emotions which are most likely to inspire people to share a branded video;
  - Whether negative emotions (shock, disgust) can be just as powerful as positive emotions (humour, exhilaration) at driving people to share;
  - Why certain emotions are effective in one vertical but not another;
  - Whether the level of branding in a video has any effect on sharing;
  - Which emotions are most likely to lead to brand recall.

  Nelson-Field will even give a tantalising glimpse at some of the key points from her new book, Viral Marketing: The Science of Sharing, due to be released later this year.

  Phil's and Karen's 25-minute presentation 'What Makes Good Content?' is due to start at 12.15pm on April 30. To add the event to your calendar, click here. Book your place here.
  
  By David Waterhouse (this post was spotted on the Unruly Media blog)
  

  Comments (0) | Permalink

  Posted by: Bloggers' Gallery

  Tags: Online, Social, Video, Festival of Media Global

• Introducing the Festival of Media Global 2013's Blogger-in-Residence

  11 April 2013

  

  I am so glad to tell you that I will be the Blogger-in-Residence at the Festival of Media Global 2013!!! I am extremely happy for that!!! I feel so honoured that they picked me for that.

  What that means for you – the readers of the curious brain- is that you get to have access to everything that more or less is going on in there! Breaking news, interviews, insights and exclusive content!!! So make sure you visit the blog those days! You don’t want to miss this!

  This year’s Festival of Media Global theme is: ‘From content to commerce’ and includes the highest number of brand speakers The Festival of Media has ever seen, including the global chief marketing officers for Blackberry, Visa and Subway.  I’m expecting very interesting decks from them…

  The event is organised by The Festival of Media Global founder C Squared, the highly popular awards are now in their 5th year, with an established reputation for recognising the very best of creative media thinking from around the world.

  This year’s awards shortlist is made up of 186 campaigns from 30 countries, out an overall record breaking 1,000 entries!! Impressive or what??

  Entries across the board show strong social media integration and engagement, with many campaigns led by a Twitter hashtag call to action and innovative uses of platforms such as Facebook. Content-focussed branded apps also feature prominently in the shortlist.

  The awards are judged by a global panel of industry experts, including brand representatives such as Georges-Edouard Dias of L’Oréal, Sital Banerjee of Philips, Hala Badin of du and Lotta Edstrom of Novartis. Agencies are represented on the panel by the likes of John Sheehy of Starcom, Pele Cortizo-Burgess of MEC and Belinda Rowe of Zenith Optimedia.

  Click here to view the full Festival of Media Global Awards shortlist.

  The Festival of Media Global 2013 is taking place 28^th-30^th April 2013 in Montreux, Switzerland. It is the only global event dedicated to the $500bn media industry, offering delegates industry insight and unrivalled networking opportunities. For more information click here or if you want to check on the speakers click here

  THERE ARE LESS THAN 3 WEEKS TO GO so if you plan to join me there BOOK YOUR TICKET NOW BEFORE IT’S TOO LATE!!!

  If you already going there make sure that you meet me in person!!! It would be more than nice to actually see some of you in real life!! I can’t wait!!

  Lots of exciting things ahead! Keep #FOMG13 hashtag in mind cause many cool things will be happening on my twitter as well.

  Ending I would also like to thank Bold Ogilvy for their support on this and for giving me time off work. Yeap my agency rules!

  This post was spotted on The Curious Brain.

  Comments (0) | Permalink

  Posted by: Bloggers' Gallery

  Tags: Content, E-commerce, Festival of Media Global

• Yahoo, Mofilm and RTL Interactive battle it out to impress Nestlé at FOMG

  17 April 2012

  Outgoing Yahoo EMEA senior vice-president and managing director Rich Riley managed to impress Nestlé head of digital and social media Pete Blackshaw, following a head-to-head battle against RTL Interactive managing director Marc Schröder and Mofilm president and co-founder Andy Baker to ‘woo’ him with their advertising solutions.

  In a unique session on the second day of the Festival of Media Global, the three media owners were pitted against each other as they took part in a session entitled ‘What happens when TV isn’t the only screen?’ The aim of the game was to each take it in turns to convince Nestlé that their platform was the future of the TV advertising budget.

  Yahoo emerged victorious after Riley presented Yahoo’s offering to the client. Blackshaw said he was particularly impressed with Yahoo’s TV companion service ‘Into_Now’, that creates a content and social community around TV shows, in addition to its full-page takeover option that ran in Brazil.

  During his pitch, Riley said that “TV is huge and may stay huge” but “the tablet changes the game”. He continued: “Multiscreen and second screen will be big and advertisers have a huge opportunity to leverage the second screen.”

  RTL Interactive’s Schröder argued the case that traditional TV wins in the digital world. He recognised that “digitisation is a challenge, but also an opportunity” to extend the reach of traditional television.

  “Television is the most evolving and most social as it is often consumed with more than one person,” says Schröder. “Digitisation means more messages in more channels but it’s still about three things: objective, message and medium. It’s all about combining the strengths.”

  Mofilm’s Baker pitched his case around “quality, price and speed”. He alluded to the Guardian’s ‘Three Little Pigs’ campaign, and posed the question, “Why can’t we do this with content?”

  When making his final decision, Blackshaw spoke about a brand building framework where there are meaningful cross-platform synergies. “All advertising buying needs to be thoughtful of the paid, owned and earned model,” he says. “Would Nestlé pay for premium relevance? Absolutely!"

  You can keep up-to-date with all the action from the Festival of Media Global 2012 by following #FOMG12 or check out our dedicated Festival page.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Connected TV, TV, Video, Festival of Media Global

• Festival of Media Global 2012 Day 1: Tweets roundup

  17 April 2012

  If you’re not with the leaders of the media and marketing world in Montreux, M&M Global gives you a random selection of some of the tweets from those of you who are!

  @bmacrow Rocking the silent panel session

  @Werner this is fun, the marketeers at #fomg12 use Bezos' definition of Brand: "A brand is what people say about you when you are not in the room"

  @LindseyClay Big respect to all the agency CEOs for participating with such grace under fire in terrifying "Agency Jeopardy".

  @Rory Stirling Completely disagree out of home ads drive mobile commerce. Suspect that QR code conversion is non existent and AR isn't mainstream

  @SonooSingh Two-thirds of clients disagree with the statement that 1 media agency same as the other. Agency chiefs look surprised.

  @liamplowman Consumers no longer want brands to tell them how great they are. Consumers want brands to entertain them (cue Old Spice guy slide)

  @camyuill Aaron Fetters from @kelloggs says it is in all our interests - brands, publishers, networks - to improve viewability

  @LGasking Would love to hear how the size and makeup of the Comscore panel impacts these results

  @Daria it's not about channels. it's about delivering the relevant content to the right consumers

  @Daria data can also kill any spark of creativity and inspiration - that's how i feel after comescore, bbc & starcom session

  @SMG_London 50 percent of online shoppers search and make purchase in 30 days. Shoppers on mobile buy within a week,

  @ziesmannmedia if this 35% of advertisers would understand their media contract, they would think like the other 65%.

   You can follow the Festival of Media Global 2012 using the #fomg12 hashtag on Twitter or keep an eye on M&M Global's special festival coverage page.

  Comments (0) | Permalink

  Posted by: Bloggers' Gallery

  Tags: Festival of Media Global

• Clouds & Crowds

  16 April 2012

   

  “If your company isn’t measuring deeply the interaction with customers and using the data, you are missing out,” Amazon.com chief technology officer Werner Vogels warned delegates on stage at the Festival of Media Global in Montreux today.

  Speaking passionately about the importance of data, Vogels said that learning is the biggest accomplishment so you must “measure relentlessly.”

  He urged companies to adopt three steps when launching new products/initiatives:
  
  Experiment
  Measure
  Iterate or pivot
  
  

  According to Vogel, the best organisations designed to deliver new products under conditions of extreme uncertainty are starts-ups due to their ability to be reactionary. He urged companies to have a different approach to building their products and to get them in the hands of customers as early as possible.

  You can keep up-to-date with all the action from the Festival of Media Global 2012 by following #FOMG12 or check out our dedicated Festival page.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Digital, E-commerce, Advertising, Marketing, Measurement, ROI & effectiveness, Festival of Media Global

• Seven pieces of advice for marketers

  16 April 2012

   

  Barclays head of brand, reputation and citizenship David Wheldon unleashed seven golden rules for marketers at FOM Global. Take note:

  
  1. There’s no such thing as a lead agency
  2. Collaborate
  3. T-shaped people – the industry needs more open, ego-free and sharing people
  4. The conductor of the orchestra is the client – pay attention to what’s happening around you all the time
  5. Freedom within a framework - but you still need a framework in place
  6. Hire and inspire curious individuals – those who are passionate are keen to learn will undoubtedly succeed
  7. Remember there are two types of people – the artist and the scientist – those who make life easier and those who make it harder
  
  You can keep up-to-date with all the action from the Festival of Media Global 2012 by following #FOMG12 or check out our dedicated Festival page.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Marketing, Festival of Media Global

• Best of the Tweets from Day 2 at the Festival

  10 May 2011

  You can catch-up on all of the chatter from the Festival of Media on twitter by following: @mandmglobal, @creamhq or @festival or by using the hashtag #fom11
  
  
  Session five: Ideation and the social network
  
  “Who will provide prime content in the future if print journalists cannot protect their work #FOM11” - @60spindoctor
  
  “RIM is the most penetrated brand on Facebook. RIM is one degree separated from 400,000,000 people. #fom11” - @CreamHQ
  
  “#fom11 Brian Wallace of RIM making strong case for importance of Brand "owned" content / media in future.” - @jackklues
  
  “We need more analysis not just dashboards for social data" Brian Wallace #fom11” - @schigel
  
  “CFOs taking a much larger role in the marketing. "We changed people's emotions" just doesn't cut it at board meetings @bdwallace #fom11” - @MediaMarksy
  
  “We went to 50% digital in our media spend years ago, and we waited for the industry to do the same. Didn't happen. Brian Wallace #fom11” - @chericarpenter
  
  
  Part II: Brands and social -what works
  
  “#fom11 coke fans 3x more likely to purchase than non fans. #greatstats #ikoncomm” - @danjohnsikon
  
  “Classic campaigns start from zero and abandon the audience. Earning sustainable relationships builds on existing audience #fom11” - @lefreddie
  
  “RT @FestivalOfMedia: Content has got to be liquid and perfectly linked- does not leave room for chance @MichaelDonnelly #fom11” - @RalphPfister
  
  “Facebook is word of mouth marketing scale, @carolyneverson #FOM11” - @IRINALR
  
  “Facebook's journey is 1% finished. Will an IPO change that perspective? #fom11” - @MaverickMark
  
  
  Session six: A global tour of media innovation, continued ....
  
  “Storytelling is a great way to generate engagement says Mike Cooper #fom11” - @FestivalOfMedia
  
  “#fom11 are traditional media such as TV channels not the best positioned to create content?” - @niasspocahontas
  
  “#fom11 Question for agency CEOs-how can you improve the case studies that capture your work?” - @juliethompinc
  
  “#Fom11 funny how agency heads dare not mention a favourite campaign for fear of offending others - sad?” - @rockbeare
  
  
  Session seven: New directions for marketing
  
  

  “Zooppa crowd sourced ads are good...real good #fom11” - @cameronyuill

   

  Session eight: If content is king , who’s running the kingdom?
  

  "Can advertising be content? Rich Riley: Yes, if it's integrated into the brand story rather than a rectangle ad" - @MSAdvertising
  
  "Technology is the secret weapon, which allows us to unlock the balance between mass and micro targeting" - @aaronrajan
  
  "Buy, Build or Borrow in a Paid, Owned or Earned world! Perfectly, articulated by @luisdicomo" - @asadchawla
  
  

  Comments (0) | Permalink

  Posted by: Martina Lacey

  Tags: Festival of Media Global

• Mobile reaches next billion

  10 May 2011

  Mobile devices present the media industry with the opportunity to reach the next billion consumers.

  News Corporation’s chief digital officer Jon Miller, who has been crowned the Festival of Media Awards’ first ‘Media Visionary’, earmarked the importance of mobility in the final session on content.

  Miller backed his assertion with the insight that smartphones are overtaking PCs in sales figures, and consumers in emerging markets are turning to mobiles for internet access.

  Miller also heralded the impact of the iPad and revealed that annual subscriptions are outstripping demand for monthly subscriptions on the company’s dedicated newspaper for the iPad, The Daily.
  
  

  Comments (0) | Permalink

  Posted by: Josh Colley

  Tags: Mobile, Online, Festival of Media Global

• No linear approach

  10 May 2011

  Unilever’s Luis di Como expressed his belief that there is “no linear approach” and that marketers should tackle multiple channels when planning campaigns.

  Speaking in the final session on content at the Festival of Media Global, di Como said: “We have lots of isolated tools around the globe to measure our campaigns but we need integrated systems.”

  He also believes that consumer will become more willing to give their data in exchanges for meaningful, personal experience as the industry tackles increasing scrutiny on handling data.
  

  Comments (0) | Permalink

  Posted by: Josh Colley

  Tags: Measurement, Festival of Media Global

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