Five highlights from Ad Week day three

Tinder attitudes, the role of women and trust at Ad Week 2015
Tinder attitudes, the role of women and trust at Ad Week 2015

We're half way through the industry event, and key themes such as trust and flings have emerged.

Girl power

Women in the industry has been a hot topic today, with remarks from Havas Worldwide’s global president Kate Robertson highlighting the "appalling treatment" of females in media and advertising. "Women are not being paid enough, we are not being promoted enough and mostly we are treated appallingly - it’s not good enough," she explained.

Broadcaster Janet Street-Porter also expressed a need for more older women in advertising: "The industry as a whole tends to make the fatal mistake of either ignoring older people or lumping them in one group."

Loyalty and flings

In an Ad Week session looking at what brand love means in an increasingly promiscuous age, executive planning director at HeyHuman Neil Davidson explained the need for brands to keep up with the "Tinder mentality" - balancing both "deep love" and transactional "quickies".

While research in the session highlighted how more people are admitting to having "flings" with other brands, the Post Office’s chief marketing officer Martin George, said: "Authentic human values in my experience differentiate good service brands from great service brands. Today's customers really understand the deal – there's a kind of contract – of the more I give the more I get in return."

In advertising we trust

This was a key word on day three, as numerous industry luminaries discussed the importance of trust within the sector, as well as to gain consumer confidence. Grey London chairman and chief creative officer Nils Leonard’s call to action was for agencies to trust the people they employ.

Nicola Kemp from Marketing also felt the heart of Sport England’s #ThisGirlCan campaign, which was presented in a session by the organisation’s marketing team and FCB Inferno, was a simple human truth.

Service over friendship

Microsoft's UK chief marketing officer Philippa Snare felt the idea of consumers wanting to be 'friends' or champions of brands was overridden by the fact that most customers want the best service at the cheapest price.

"In some scenarios, it’s not about the brand, it's just about getting the service as quickly as possible to people that want it," she explained.

The e-commerce boom

Dan Wright, director at Amazon Media Group Europe, says the emphasis brands and agencies are putting on e-commerce ads is growing. But in order to boost clients' marketing ROI as a result, Wright said the industry must start with the customer and work backwards, as well as keeping it simple and embrace mobile.

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