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‘We need to be the change’: rising, veteran luminaries highlight Ad Club of NY People of the Year gala

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The Advertising Club of New York’s Ad People of the Year gala honored a group of esteemed industry icons while giving a nod to the young talent already making waves in advertising’s largest market.

The annual gala took place this year at Guastavino’s, nestled under the 59th Street Bridge in Manhattan, and acknowledged its rising star, startup, New Yorker, legend and marketer. The crowd of 200-plus was treated to roasts and toasts of the honorees, while those honored managed to draw a few laughs of their own.

First up, was an effusive Samantha Bort, newly-named director of global digital innovation for L’Oreal brand Redken. After a light ribbing from colleague Melaney Collett of Lancome of her ascent from superstar intern to head of the cosmetics brand’s high-end hair product line.

After giving props to her team and her parents, who were stationed front row for her daughter's latest achievements, Bort said: "High standards are contagious. You all have the power to put someone like me on this stage,” adding, “Thank you for honoring my achievements. And thank you for recognizing my potential."

Beth Comstock, former GE chief marketer and vice chair, came up to introduce the Ad People startup winner, Knotch founder and chief executive Anda Gansca. The Transylvania native had impressed the exec with her idea for the digital content analytics firm enough for General Electric to invest in it. Since then, the firm has worked with the likes of HP Enterprise, Unilever, JPMorgan Chase and eBay.

“She's a timeless leader, who's wise beyond her years,” Comstock said, adding, “Someone who Audrey Hepburn would play in a film.”

In accepting her honor, Gansca gave a nod to the divisive environment for immigrants like herself as well as other communities impacted by recent government policies in the US in recent years, . “I'm proud to be part of this industry,” she said. “We have the power and muscle to drive lasting impact on these larger issues."

Carol’s Daughter founder, Lisa Price was named New Yorker of the Year. After founding her hair and body product business in a Fort Greene, Brooklyn storefront in 1999, the company had experienced growth like few black-owned brands at the time, with partnerships with HSN and Target before joining the L’Oreal family in 2015. Price was not in attendance, but left a video tribute to the Ad Club community.

Chris Weil of Momentum introduced Horizon Media’s founder, president and chief Bill Koenigsberg on his contributions in over 40 years. “I knew this man was a legend from the moment he invited me onto his private jet,” Weil said during a Powerpoint presentation for his peer, one that included a poorly photoshopped Legend Airlines jet, and quotes from Vince Lombardi and his kids to describe Koenigsberg. Horizon, which was founded in New York in 1989 has been one of the largest independent media agencies in the industry, holding more than 2000 employees in its two locations.

Koenigsberg took the stage soon after, addressing the industry’s manifold problems as of late, including the encroachment of rival firms in the management consultancy space and in-house creative firms. He offered a thought on the matter, saying: “Transparency, trust and relationships have been the cornerstone of our industry. We need to bring that back.” He then asked those in attendance to strive for better.

“We not only need to embrace change,” he said. “We need to be the change.”

Last up, Diego Scotti, executive vice president and chief marketer for Verizon. Former American Express chief marketer John Hayes recalled Scotti’s internship with Amex, which coincided with the September 11 terrorist attack.

“He had to do marketing triage for the brand, reaching out to everyone who was impacted by the attack — he should have been marketer of the year in 2001,” Hayes noted.

Scotti, who since went on to lead Amex’s global advertising, and spent stints at Conde Nast and J Crew before joining Verizon in 2014, has also made his unique stamp on the Advertising Club with helping to found the organization’s Adfellows initiative. Every year, the club handpicks a group of high-achieving female professionals and immerses them in leadership trainings over the course of a year.

Addressing the laundry list of accomplishments he'd accumulated, and his commitment to driving advertising's push to be more inclusive, Scotti credited his willingness to take the risks most marketers may have been too nervous to take.

“For those of you that know me, nine out 10 times, if someone says not to do something, I say ‘That has to be done.’”

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US Creative Work of the Week: Lee Jeans combats manspreading and kimono trapping

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Lee Jeans puts the mobility of its denim on full display in its 'Don’t just move. Move your Lee.' Campaign, created by Austin-based agency of record, GSD&M.

The campaign includes three TV spots that speak to modern consumers, with hip, young subjects in everyday, topical (and sometimes impractical) situations.

In one, a woman on the subway combats a guy who is clearly encroaching onto her seat by ‘manspreading.’ She one-ups him by hoisting her jean-clad leg over his so he gets the point. Another finds a woman who has her kimono caught in a taxi door chasing the cab down the street to get her garment free. A third finds a dog walker leaping and flipping acrobatically to untangle many leashes.

The campaign is meant to remind customers that Lee is the perfect jean for everyday movements for all demographics – equate with the new messaging that Lee Jeans are not only stylish, but freedom-inducing products that helps consumers move forward, accomplish, and progress.

For its confident swagger and pointed sales objective, The Drum’s readers voted the campaign the US Creative Work of the Week.

See the campaign by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

: 'Lee Jeans – Don’t just move. Move your Lee.'

Agency:
Client:
Date: September 2018

Popular denim brand Lee Jeans has launched a new campaign, 'Don’t just move. Move your Lee.' Created by Austin-based AOR, GSD&M, the campaign includes three TV spots that speak to the modern consumer, with hip, young subjects in everyday, topical (and sometimes impractical) situations, in which acrobatic feats are made possible thanks to the movement and comfort of their Lee jeans. From tackling 'manspreading' as a female subway rider, to dashing after a kimono trapped in a taxi door, Lee Jeans were made to move with purpose, while also providing effortless style and confidence to help you be you.
The campaign is meant to remind customers that Lee is the perfect jean for everyday movements for all demographics – equate with the new messaging that Lee Jeans are not only stylish, but freedom-inducing products that helps consumers move forward, accomplish, and progress.
The campaign will run nationally on broadcast through October, and will be accompanied with paid and organic social content on Facebook, Instagram, Twitter, Snapchat, and Pinterest.

Credits:

Client: Lee Jeans
Agency: GSD&M
Creative Directors: Maria D’Amato, Jeffrey Butterworth
Writer: Addie Williams
Art Director: Hannah Dobbs
Producer: Alison Wagner
Account: Shawn Mackoff, Lauren Paver, Jane Conyngham
Social Media: Bailey Brown, Jessica Lee
Media: Evan Walker
Project Management: Christie Shepard

Tags: United States

Video of Spread | Lee Jeans Commercial

Video of Strut | Lee Jeans Commercial

Video of Stroll | Lee Jeans Commercial

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5 ways to leverage real third-party purchase intent

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A combination of genius and incredible access to capital has enabled Amazon to become a retail operation truly inconceivable just a decade or so ago.

Untethered from the constraints of physical location, Amazon has made it possible for many of us to rarely visit a retail operation for more than a tank of gas or a cup of coffee. And by consolidating a larger and larger percentage of our shopping and consumption behaviors, there’s less and less that Amazon doesn’t know about us or that they couldn’t easily figure out if they wanted to.

While we can certainly argue about whether the end game is to everyone’s benefit as a society, B2C marketers know that, in the near term, it behooves them to accept reality and try to play along in Amazon’s game.

As I think about lining up catalog operations, department stores, big-box retailers, suburban malls and Amazon along an evolutionary timeline, it’s the similarities that jump out at me more than the differences. It’s the strength of each concept taken singly and together that B2B sellers should all try to take advantage of.

1. Go where the buyers go

In B2B, you don’t need to dive into the many years of academic research to decide where to place your storefront, you know you’ve got to be on the web.

But being open for inbound business alone simply isn’t enough. Retailers use data about pedestrian and car traffic patterns to site their next store. B2C brands know they have to be on Amazon.

Every B2B seller owes it to themselves to find out where buyer traffic already congregates. You need to know where your total available market (TAM) goes when it’s in a buyer’s journey, and you need to be there, too.

Surf on Google’s gravity. While it’s not yet Amazon for B2B, for us, Google exerts much the same sort of “internet gravity” on our buyers. When a buyer begins their journey, they go to Google and ramp up search behaviors, which is why you can and should use SEO and paid search to be prominent on Google.

At the same time, however, you should also study who is consistently ranking high in and around relevant topics and see if there’s a way for you to do the same. Look for high-ranking third-party properties that will let you add your content and offerings. Then build your campaigns to link and bend their audience back to you.

Make sure to advertise to buyers instead of surfers. Although there’s plenty of browsing that happens on Amazon, and advertisers there may well be able to stimulate impulse buys, B2B buying behaviors are very different, as are the outlets that support them.

In B2B, we all spend plenty of time on the web reading about things that matter to us without ever demonstrating what could be recognized as real purchase intent. It would be easy to spend your entire advertising budget targeting demographics or on sites that have no contextual relevance to what someone in a buyer’s journey is actually looking for. Make sure the outlets you narrow your investigation to can show how their content supports the buying research efforts of the people you need to add to your funnel.

2. Bring the buyers to you

I think we can all agree we still aren’t where we need to be with advertising retargeting. When I’m shopping on Amazon, I’m definitely not in the market for my next piece of martech stackware.

Context continues to be a stumbling block for many B2B advertisers. But thinking about exactly what you’re trying to accomplish goes a long way toward landing on better a strategy. To drive maximum ROI, you need to raise consideration for your solution among the companies that are in a deal cycle.

On Amazon, you’d want to promote your offering whenever someone was shopping for products like yours. Real third-party purchase intent can put you in exactly the context you need to bring buyers to your store. By advertising in and around editorial content designed to support purchase decisions, it becomes natural for your desired audience to pay attention to your message and click through to your website.

3. Know what real buyers want

Once you’ve narrowed your advertising focus down to the optimum number of outlets, you need to access a significant volume of real buyers in your specific market category. Then you’ll need to make sure to get everything necessary to convert those people into prospects. This can be harder than it sounds.

Even though a lot of advertising suppliers can now help target specific companies somewhat accurately, outside of activity within your own program, very few of them can tell you very much about what’s working with your audience and what isn’t.

This is exactly the kind of information Amazon withheld from sellers until recently. Here’s another area where the best third-party purchase intent provider can help out. They should be able to show not only your own effectiveness but also what else is attracting your target audience’s attention, be it editorial or promotional material.

To improve your own performance, you’ll want to study this closely and modify your material as necessary to address what buyers are actually looking for.

4. See what real buying groups do

Even though we understand how buying groups actually behave, too many organizations are still relying on a kind of jury-rigged approach to pursuing demand inside of accounts.

First, they find accounts they think might be active. If they get any clicks on ads or inbound web traffic, they then assign sales development reps (SDRs) to call down a list of all the potential folks at the account with titles similar to those who held the most authority in their previous sales.

The problem is that they can’t be sure the account is viable, and they have no way of knowing where in the account the behavior is actually coming from. This approach leads to far too much tele-spend and far too little contribution to the pipeline.

Real third-party intent is much more than an old-school lead gen mechanism. Instead, a quality provider should be able to show exactly who is exhibiting purchase behaviors right down to their role and function, their name, and even their contact and consent information.

5. Engage buyers for yourself

Once you’ve located an active buying team with the right information in hand, real purchase intent data puts you in a much better position to drive efficiency by knowing which accounts and buying centers to target.

Likewise, because you can see both who’s interested and what they’re interested in, you’re able to be much more effective with your own outreach. Whether you choose to deploy targeted marketing to nurture these buying groups or address them more aggressively with people-based tactics, you are no longer guessing who exactly to go after and how to open the conversation.

Real purchase intent gives you Amazon-like insight into exactly who is looking for exactly what. What’s more, because this is now data we’re talking about instead of advertising, these buyers are available to you directly, to engage via your own systems and processes.

Not quite Amazon yet, but something you certainly should take advantage of

While each of us is free to evaluate at what point Amazon’s incredible convenience has gone a step too far, the impact of real purchase intent data on those companies that are taking advantage of it is really no longer up for debate.

As we head toward 2019, if you’re looking for a way to accelerate positive change in your demand generation performance and you haven’t investigated the purchase intent resources available in your market, there’s no better time to start than right now.

The post 5 ways to leverage real third-party purchase intent appeared first on Marketing Land.

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Captivate joins forces with Executive Channel Network in international drive

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Digital video office network Captivate has formed a strategic partnership with Executive Channel Network (ECN) to grow its audience reach to an estimated 14 million people using elevator and lobby displays across the US, Canada, Germany, Paris and London.

The agreement will see the pair work with brands to expand their inventory for advertisers to engage international business professionals in the workplace, which will include over 12,000 digital elevator and lobby displays within around 2,000 workplaces.

Captivate currently hosts a network over 11,000 elevator displays across 1,600 office buildings in North America while the ECN will provide the rest across European locations.

“In today’s digital age, the world gets smaller every day,” said Lorenzo Papa, executive vice president of Advertising Sales at Captivate. “The media landscape continues to evolve at a rapid pace and we recognize the increasing need for brands to have a consistent message across multiple borders, so having the ability to run campaigns throughout North America and now the UK and Europe is crucial for the next phase of our growth. ECN’s reach and influence aligns perfectly with the Captivate audience and we are thrilled to have found the right partner to help provide turnkey solutions for our advertisers at a global scale.”

Charles Parry-Okeden, global CEO at ECN, added: “As the workday gets longer, professionals are improving their work-life balance by completing personal and professional tasks at the office and across multiple devices. This alliance provides advertisers with the ability to deliver brand messaging while at-work consumers are actively researching and purchasing both business and personal products/services.”

The Drum’s Out of Home Awards are open for entry with more details available on the official website.

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