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Personal highlights from

WPP Stream 2013
October 24-27th 2013, Antalya, Turkey
Stream is the annual WPP unconference, hosted by Sir Martin
Sorrell & Yossi Vardi. 3...
Brand personality: Kit Kat & android
In early September 2013, Google announced that the
next version of it’s Android opera...
That YouTube discussion
Someone wrote the words “YouTube” on the discussion board
and 30 people turned up to waiting for s...
WTF is my Wearable Fashion strategy?
Over the last 5 years, wearable computers have moved from the
lab onto the high stree...
Sir Martin Sorrel’s Google Hangout
Sir Martin Sorrell traditionally speaks to the Stream attendees
about his view of the w...
Thank you
Ella Weston
Mark Read
Jonathan Lenson
Tara Marsh
Tess Bricker
Alemsah Ozturk
Candace Kuss
Gary Shainberg
The Rea...
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WPP Stream Turkey 2013 - Personal highlights

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Here are my personal highlights from WPP Stream unconference, which took place October 24-27th 2013, Antalya.

Stream is the annual WPP unconference, hosted by Sir Martin Sorrell & Yossi Vardi. 350 guests met up at a scenic, but basic, hotel for three days of discussions and debate.

There were over one hundred Discussion sessions, Ignite talks (15 slides in 15 seconds), a Dragon’s Den for social good, a gadget show, a tech lab, digital art, cooking, sport, film screenings and lots of conversation.

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Transcript of "WPP Stream Turkey 2013 - Personal highlights"

  1. 1. Personal highlights from WPP Stream 2013
  2. 2. October 24-27th 2013, Antalya, Turkey Stream is the annual WPP unconference, hosted by Sir Martin Sorrell & Yossi Vardi. 350 guests met up at a scenic, but basic, hotel for three days of discussions and debate. There were over one hundred Discussion sessions, Ignite talks (15 slides in 15 seconds), a Dragon’s Den for social good, a gadget show, a tech lab, digital art, cooking, sport, film screenings and lots of conversation. This deck contains my personal highlights from #WPPStream 2013. Stream  website   h-p://stream.wpp.com/stream-­‐2013/     WPP  Stream  Vine  compe==on   h-p://storify.com/WPPStream/wppstream-­‐vine-­‐compe==on-­‐2013     2013  Timelapse  on  YouTube   h-p://www.youtube.com/watch?v=Q2uL7fOYkXk&feature=youtu.be     Team  Fox  –  our  team  for  the  pitch     h-ps://vine.co/v/hpTimIVbWWB        
  3. 3. Brand personality: Kit Kat & android In early September 2013, Google announced that the next version of it’s Android operating system was going to be called Kit Kat. A Google engineer came up with the idea of naming the 4.4 release “Kit-Kat” as he loved the snack. Google approached Nestlé and they jumped on the idea, it was reported that no money changed hands*. Kit Kat uses it’s brand “personality” to assess opportunities for partnerships. If brands were people, who would you hang out with? In the lead-up to the Android event it engaged with Red Bull and Oreos campaigns on twitter and had a successful dialogue. It took 9 months to implement the partnership and provides a great global communications platform for both brands. *  h-p://www.theverge.com/2013/9/3/4691040/android-­‐kitkat-­‐the-­‐story-­‐behind-­‐a-­‐delicious-­‐partnership    
  4. 4. That YouTube discussion Someone wrote the words “YouTube” on the discussion board and 30 people turned up to waiting for someone to take the lead. The discussion that followed had some great insights into why building YouTube subscribers today is being attacked with the same vigor as a brand manager trying to get to 1 million Facebook fans in 2008. Successful YouTube creators have representation, e.g. George at Fullscreen or Gleam in the UK for beauty. Top Tips: Follow what the YouTube creators do: their frequency, style and pace teach you a lot about building YouTube followship. Superdrug and Gumtree in the UK are acting in this way. Most people watch YouTube in full screen, the valuable place is in the player, so pre-rolls or the content itself, not advertising around it. The sweet spot is mixing content creation with influence. Curation makes you smarter: brands are favouriting content their subscribers will love.
  5. 5. WTF is my Wearable Fashion strategy? Over the last 5 years, wearable computers have moved from the lab onto the high street. Millions of devices like Fitbit, Jawbone UP and Nike Fuelband are being worn and used everyday. Until 2013, these devices have primarily focused on fitness, however over the last 12 months we’ve seen signs of other uses Google Glass’s launch at the Diane von Furstenberg SS2013 show interesting, the intent was there, but she didn’t really use Glass. Glass looks deliberately awkward as it’s a prototype. Big Fashion houses are focused on not diluting their brands, Smaller designers are culturally more likely to innovate Current devices are not mature or appealing – like MP3 players pre-ipod – the magic moment has not arrived. Wearable Fashion could be the bag changing colours to match your outfit (it’s not going to be solving a functional need) When wearable technology becomes invisible, it will be easier for the Fashion houses to adopt.
  6. 6. Sir Martin Sorrel’s Google Hangout Sir Martin Sorrell traditionally speaks to the Stream attendees about his view of the world as CEO of WPP Group. This year he joined us from Google’s offices in China for a hangout. In the recent Q3 earnings report, WPP reported revenue growth of more than 7 percent. Great gains were made in fast growing markets like Brazil and Russia, which made up for slower growth in the mature marketing of Western Europe and the US. He repeated his focus on getting Digital to make up 45% of WPPs revenue over the next few years. Google is WPPs biggest media partner, video and mobile search are 2 growth areas. Amazon is also getting stronger. New markets continue to open up, there were possibilities of 200m new consumers for packaged goods between Iran, Cuba and North Korea. WPP’s performance at Cannes in 2013 demonstrates creativity at scale. They won 2000 points, 1000 from Ogilvy alone. TOP TIP for Cannes: the better organised you are, the better you will do.
  7. 7. Thank you Ella Weston Mark Read Jonathan Lenson Tara Marsh Tess Bricker Alemsah Ozturk Candace Kuss Gary Shainberg The Real Justin Cooke @POSSIBLE Ian Crocombe Chief Strategy Officer, Europe @iancrocombe ian.crocombe@possible.com 00 44 7932 00 41 01
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