Advertising Week 2013

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Advertising Week 2013
World’s premier annual gathering of marketing and communications leaders each year in New York City.

Advertising today is like the air we breathe; it’s everywhere! But, what is advertising, after all? Well, for sure it’s something profitable… and enjoyable! More than this, advertising goes together well with consumerism. Today, consumerism is an essential part of the way economy functions; moreover, it is a fundamental part of our everyday lives. Advertising came to strengthen and further promote these new realities that constitute a large part of our modern lives. You might know what they say: the best minds of our generation are working on advertising! It might sound like an exaggeration, but it certainly holds some truth; it can easily be proven after all if one decides to spend some time in front of his or her TV and catch up with some of the latest ads. Nowadays, some of them even look like short movies.

Maybe you have heard of Mad Men, one of the most discussed about TV-series of the last years. It tells the story of the pioneers of advertising back in the sixties. The whole world was changing at that time and a bunch of (m) ad men in New York were there to grasp it! Watch it if you want to have an insight on the fabulous world of advertising, as I’m sure that most of the participants of Advertising Week 2013 have already done so!

The 10th annual Advertising Week took place in New York and gathered no less than 90.000 (!) people. Almost 200 scheduled sessions were held in what it is to be considered a unique event throughout the whole year for all of those mad men out there! The main issue to be explored in these types of events is usually the same and it goes like this: what is the future of advertising? For sure, there is no one that can predict the future, but, on the other hand, everyone has his or her own ideas to share and this is what it is all about, after all.

With so many presentations and panels (the total number of speakers was 798!) it is easy to assume that a wide variety of issues were discussed. The small presence of women in the top ranks of the industry was one issue that drew much attention and in my opinion for a good reason. Speaking for myself, living in the year 2013, I would have expected that we would have managed much more in terms of equality between genders.

Moreover, CBS informed us that they are willing to focus more on video on demand services. CBS will offer 21 series on video demand this year, 8 more than the previous year. Given the fact that audiences tend to enjoy watching their favorite shows when they want and not when they’re supposed to, CBS’s particular plans make perfect sense.

The extent of the constant changing landscape of advertising was also thoroughly explored. Nowadays, to choose on which platform to run an ad can be a very much complicated decision: it led one panelist to express his nostalgia for the days when he only had to run a print ad and a radio spot!

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Mascots of all our favorite products parade to Madison Avenue.
Advertising Week 10 in New York, September 23, 2013

A fun event that accompanied the festival for yet one more year was the parade to Madison Avenue of brand characters. Sitting comfortably on their mini coopers (check on a mini cooper review to see why this is the case if you don’t believe the mascots!), familiar mascots of all our favorite products reminded us that advertising can be fun and creative. What is more, the results for the members of the Madison Avenue Walk of Fame (where consumers vote for their all time favorite brand characters and slogans) gave us the following results: StubHub Ticket Oak and the Most Interesting Man in the World along with the Nike’s famous slogan “Just Do it” and PlayStation’s “Live in your World, Play in Ours” are now officially people’s favorites!

Overall, it would take many thousands of words to summarize what has been discussed about at this prestigious event. The point is that the sky is the limit! (as always with advertising!). Since technology brings changes, many ads are now being redirected towards the vast landscape of the World Wide Web. In the given context, entrepreneurship must become the second nature for every person that wants to make it big in the world of advertising. On the other hand, remembering again the Mad Men, this must have always been the case.

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