Seven lessons we've learnt from day one at Ad Week Europe 2015

Find out what's happened on day one of Ad Week Europe 2015
Find out what's happened on day one of Ad Week Europe 2015

Day one of the annual marketing and comms event, which takes place across London this week, has got us thinking about audience insight, how ad agencies are really perceived and the industry's obsessions.

Clumsy mobile content

According to senior ad figures from Facebook and Google, marketers have yet to fully understand the significance of mobile in digital advertising. Steve Hatch, Facebook’s UK and Ireland director, said: "The rise of personalisation in marketing, and relevance in marketing, is being enabled by mobile devices."

Pride and cherry popping

Hollywood actress Salma Hayek revealed her campaign for cosmetics brand Avon is the marketing work she is most proud of, as it has allowed her and the company to raise more than $90m (£60m) to support those involved in domestic violence.

Hayek also announced that she had popped her Facebook cherry, and would be doing the same for Instagram tomorrow using the handle @salmahayek.

A holy confession

The reverend Dr Giles Fraser stressed his detest for advertising and said that it was generating dissatisfaction, adding: "Not just personal unhappiness but social unhappiness."

Kamarama founder Dave Buonaguidi, who left the agency last year, continued the rant by saying: "I think that advertising is lazy and doesn’t understand its role in people’s lives."

Get up close and personal... actually no

Comedian David Gorman warned marketers about over-personalised, invasive advertising. Mike Florence, PHD's head of planning, said brands are using personalisation to get closer to people. However, Gorman was having none of it: "I hold advertising up to be ridiculed like lots of other aspects of life," he said.

Strategy fixation

In a Campaign video former spin doctor Alastair Campbell revealed his obsession for strategy, the idea of it and how you make it happen. "There are certain things that hyper-achieving individuals do that we can all relate to," he added. "Whether it’s something as simple as you’ve got to work hard to do well, or something more complicated like how you use data and innovation to try and reach your objectives.

Consumers know best

Mindshare UK chief executive Mark Creighton highlighted the importance of audience insight as part of the creative and communications process. "It feels like at the moment we need to move the whole process of where we start to one that says we understand who it is the brand wants to talk to," he said.

Tweeting for good causes

Adam & Eve/DDB presented its ingenious idea to raise funds for a new wheelchair for Laya Zenonos, who has Spinal Muscular Atrophy Type 1. Presented by executive creative director Richard Brim the campaign asks people to tweet about the cause.

Posterscope screens around London will display an image of Laya on a Twitter bird moving as the number of tweets increase, with an ad appearing from John Lewis or Virgin Atlantic once the icon has made it across the screen.

Keep up to date with the latest news and conversations at Ad Week Europe 2015 via our dedicated blog.

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