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Here our editors are sharing real-time highlights from Campaign Connect 3.0, taking place online June 2 and 3. This page is presented in liveblog style, with the most recent items being added at the top. You can see the full agenda and register here.
Wednesday June 2
PERISH THE 30-SECOND SPOT
Posted at 3:58 pm
“I would like to really stick my neck out. If I was just getting into advertising…then I believe that the clock is ticking, because I strongly believe that the 30-second advertising format will have a shelf life.”
—Aditya Bhat, head of Jio Creative Labs, Reliance Jio
Bhat’s presentation looked at many ways that brands will use different forms of storytelling to embed themselves into commerce, including click-to-shop OTT content, virtual influencers and interactive experiences based on hologram technology.
“They’re telling interesting stories, stories which go beyond the 30-second format, stories that don’t literally force-feed the brand, but stories that are giving an experience to the viewer, which is a seamless experience, and the brand is a part of the viewer’s emotion process,” he said.
ATTACK OF THE DOUBLE DATES
Posted at 3:15 pm
“What is now emerging is what we call ‘double dates’, as we see many retailers not stopping at 9-9, 11-11 and 12-12. But this is becoming a much more frequent habit, and they are now also activating campaigns such as 6-6.”
—Alexandra Vogler, Senior e-commerce director for APAC, Middle East and Africa at P&G, in a session that shared P&G’s thinking and tactics around how to run ecommerce as a full-fledged business with marketing of its own
BRILLIANT BASICS
Posted at 2:35 pm
“Just because agility is a requirement and is very center-stage now, the brilliant basics still stay the same. So for example, consumer insight and staying close to your customer and consumer is super critical, like always. … And similarly, to my mind, sustained visibility and some sort of dialogue and engagement with your consumer. Some of these things continue to be gold standard. And I think agility, while it is key, it doesn’t necessarily mean that the fundamentals of the businesses have changed.”
—Anupriya Acharya, CEO South Asia, Publicis Groupe
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