Building Brands In The Digital Age

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8.30 Coffee and registration

9.15 Opening remarksDavid Jenkinson

9.20 Opening keynote: Wonder not Advertising

James HiltonCo-founder and CCO, AKQABrands and agencies aroundthe world struggle to remainrelevant. Through products and sponsorship, they seek to

engage an evermore sophisticated and clued-up audience. An audience that ignoresadvertising and craves social innovation. Letme tell you a story...Moderator: David Jenkinson

10.00 Digital marketing case studies:Leading digital agencies showcase theirmost cutting-edge, ‘best practice’ work forhousehold brands.

Just f***ing do itChris ClarkeCCO, LBiHow to stop wanging on andjust do something. Chris willshow how a large agency withmassive global clients can alsoact fast and small on tiny

budgets, referencing Help for Heroes andMacMillan Cancer Care.

Super Bowl Super SocialA BBH perspective on winning in themarket

Ben FennellCEO, BBHSuper Bowl Super Social is astrategy for winning in themarket. It’s a strategy for doingfewer things, but doing thembigger, bolder and better.

At it’s most simple, the argument goes likethis: If you put great broadcast advertising,Super Bowl, alongside great social media,Super Social, and you pivot everything aroundan enduring brand idea, you will win.Brands need broadcast fame, but they alsoneed participation. With case studies like YeoValley, Marketing Society Grand Prix,Kronenbourg and Audi, we are proving that ifyou create major broadcast events, and thensocialise them, you will get a disproportionatereturn on your marketing investment.Like so many things in life, Super Bowl SuperSocial is an argument for broadcast and – notor – social media . Social media hasn’treplaced broadcast advertising, but it has re-framed what is possible.Big broadcast events like The X Factor andBritain’s Got Talent now deliver a live,engaged and connected audience.Many of our clients are finding this strategy very compelling. They are partnering with us to develop ideas that

are inherently social, ideas that people wantto talk about, re-mix and share. There is a growing, naturally symbioticrelationship between live broadcast contentand the social web. We call this Super BowlSuper Social.

How to create an idea worth spreadingRuss LidstoneCEO, Euro RSCG LondonAdvertising is changing. It’s nolonger about creating an ad,it’s about creating an idea. It’sabout creating a story. It’sabout creating an experience.

It’s about creating something memorable thatpeople want to talk about and pass on. EuroRSCG London has just won TED’sprestigious award for the top global ‘AdsWorth Spreading’ in 2011, for Dulux. EuroRSCG London created a social movementcalled ‘Let’s Colour’ that saw communitiesaround the world using colour to regeneratepublic and private spaces. Russ Lidstone,CEO of Euro RSCG London, talks aboutpushing advertising forward and helpingbrands both small and large to create viralideas ‘worth sharing.’

What have you done for me lately?Sara TateHead of brand, Mother LondonForget chasing participation.Forget chasing digital andsocial solutions.The question you should be

asking, to paraphrase Janet Jackson, is “Whathave we done for our consumers lately?”Mother believes embedding a brand in cultureis the key to success and achieving this intoday’s landscape means delivering a genuinecultural contribution.Sara will share some recent work fromMother that has set out to deliver acontribution to culture, communities andconsumers.

11.15 Coffee

11.30 Digital marketing case studies – social mediaLeading digital agencies showcase recentcutting-edge work for clients.

Heineken Probably has the best fans onFacebook...

Lee GriffinBusiness developmentdirector, TBG DigitalThe challenge facing brands isnot how to build a fan base onFacebook, difficult as that canbe. The challenge is building

an effective fan base. The art of fanningrequires a methodological approach thatblends creativity, technology and expertise.Drawing on the work undertaken forHeineken, Lee Griffin of TBG Digital

discusses the issues, steps andconsiderations needed to energise aFacebook audience into a strong fan base.

Using video content to drive brandengagement – Richard Hammond’s Tech Head

Wil HarrisManaging director,ChannelFlipIn searching for a new way topromote its hair replacementproduct, Regaine, Johnson &Johnson knew that a new

generation of users would be found online.With a brief to find a way to engage them inan authentic and compelling way, ChannelFlipworked with Hamster’s Wheel, RichardHammond’s production company, to come upwith an online video show concept that wouldappeal to J&J’s target audience.By creating a shortform series about thecoolest gadgets and technology, Richard’sshow built a large online following acrossYouTube, Facebook, iTunes and mobile, withhundreds of thousands of viewers tuning in tosee the Top Gear star’s latest picks.The show has been viewed five million-plustimes online, amassed more than 50,000Facebook fans, and generated thousands oftweets and shares across social mediaplatforms. In this case study, Wil Harris, MD ofChannelFlip, will show how the companycombined the power of shortform onlinevideo, celebrity and social media to smashRegaine’s yearly sales targets.

Using live and interactive video in aYouTube custom channel to build acommunity and drive purchase

Russell GoldsmithDigital & social media director,markettiers4dc groupIt’s incredible to thing thatYouTube didn’t even exist before2005, yet 24 hours of video isnow uploaded to the site every

minute. This presents new challenges foradvertisers as they look for ways to achieve cut-through. This presentation uses children’s fittedfootwear brand Start-rite as a case study. Thefirm launched a custom channel on YouTubecombing two forms of interactive video toengage with its audience, build a communityand drive purchase of product. The channel, www.youtube.com/startriteshoes,uses LinkToTM technology on all on-demandshortform videos to allow viewers to gain moreinformation on products and purchase them byclicking on hotspots on featured items.Alongside this content is live and interactiveweb TV chatshow Mum’s Half-Hour,comprising six shows fronted by actor andmother-of-one Tamzin Outhwaite. Activitystarted in April, inviting mums across the UK tobecome the real stars of the web TV series asMum’s Half Hour panellists. The series beganin June and runs through to November.

Welcome to C21’s Propaganda Factory, a one-day event dedicated to building brands in the digital age. The hashtag fortoday’s event is #pf11. Many thanks to our speakers and sponsors and to everyone who made it down today.

Agenda

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Text appealCatherine TooleFounder and CEO, StickyContentWhat has a high ROI butbarely any development time? What doesn’t require redesignbut has an instant effect on

conversion and won’t blow your budget? Thissession is packed with ideas and examples ofhow smart digital copywriting can make youmoney across all digital platforms.It’s a fast and furious guide to how to get low-cost, high-speed, e-commerce uplift via text-only fixes. And you can have that in writing…

12.30 Keynote interview: Why youraudience doesn’t like your ad agency

Freddie LakerVice president digital strategy,global brands, SapientNitroBrands live in a worldincreasingly dominated by an‘upload’ culture that’s full ofcommunity, participation and

civic-minded behaviour. The last thing today’saudience wants is another advertising ‘bigidea’ in 30 seconds that merely talks at them.Where’s the comma, the question mark, theinvitation to participate, to get involved?Moderator: David Jenkinson

13.00 Lunch and Networking

13.45 Afternoon opening keynote:A transformational approach. Whereadvertising meets entertainment in adigital, non-linear world

Dean BakerManaging director, JWTEntertainmentHow is JWT, a global creativeadvertising agency, adapting itsapproach to embrace theopportunities branded content

and entertainment present to our clients. Howwe must collaborate to create content thatboth entertains an audience and engages aconsumer. From ideas to content creation anddistribution. Our role in the process.Moderator: David Jenkinson

14.15 Panel discussion:Broadcasters and brands – New modelsand new opportunityLeading players discuss the new opportunityto wrap brands into content, showing casestudies of the most effective work of the pastyear and looking ahead to what’s possible infuture. As brands become part of theprogramming mix, this vital session provides aroadmap to what comes next.Katherine Marlow, brand content manager,ITV CommercialSimon Podd, head of brand partnerships atZodiak Active, Zodiak Media GroupJason Hughes, head of branded content,SkyVicky Kell, business manager, Channel 4

Andrew Canter, CEO and founder,BCMA/contentworx

15.15 Coffee break

15.30 Digital marketing case studies:Second screens, mobile and what happens next

What brands can learn from broadcastersAlex HuzzeyPlanning director, Red BeeMediaThe rise of online video andconnected TV platforms willgive people more and morecontrol over their media

consumption, making it harder and harder toforce them to listen to interruptive marketingmessages. The answer to that problem is for your brandto be the content, not the thing that interruptsit. You need to attract your defined audience,not bluntly target your consumer.The brands that will succeed in anincreasingly televisual media environment arethose that know how to behave like mediabrands.But creating content alone isn’t enough if youwant to behave like a true media brand. Toprosper in a world where everyone will be acontent provider you need to know the tricksof the media trade. We’ve introduced seven ofthose tricks in our presentation.

Bringing Supernanny to your mobile. Jilly CrossManaging director, ETV OnlineJilly Cross talks through howETV and Shed-Ricochetapproached the challenge ofbringing Supernanny to life ona mobile phone, going beyond

simply repurposing content to make a usefulparenting app that not only reflects the formateffectively, but adds to it.

Eating our own Brussels sproutsCharles KrielProducer and strategist, Bite StudiosLaunching new brands as mobile apps can bea lose/lose proposition. Production costs arehigh, half-lives short and the app slush piledeep. We wrote and produced The Bear ThatAte The Brussels Sprouts, launched thisweek, to prove that with small, creative teams

involved in the process fromconception, brands can avoid40k-plus budgets, year-longtimelines and costly nativedevelopment and therebyminimise risk. Damned goodbranded apps can be achieved

on reasonable budgets with tight deadlines, ifyou’re agile and light on your feet.

Is social video the next big opportunity forthe small screen?

Oliver SmithUK commercial director, Unruly MediaSony Pictures’ Priest 3D.What the small screen canlearn from cinema in the areaof social video. Specifically,

how a targeted distribution strategy, whenblended with a powerful delivery mechanic,can drive engagement and deliver an‘appointment to view’.

Storytelling vs InteractivityVassilios AlexiouCreative director, Less RainVassilios Alexiou willdemonstrate how Less Rainfuses storytelling withinteractivity to deliveroutstanding digital production

for start-ups and consumer brands.

The art of the second screen, and why onesize never fits all

James KirkhamManaging director, HollerJames will be using two recentexamples to show how it isvital to tailor a clear second-screen experience that is trulydistinct to the programme. He

will look at how the concept should perfectlyalign with a clear strategic vision bespoke tothe show, and how merely throwing content atthe problem can lead to confusion amongstan increasingly demanding and savvyaudience.

17.00 Closing remarks

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