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Wrap Up Report
2
Advertising Week: Key Trends
Meet customers on their level
Getting real about inclusion
The Gen-Z influence
From adverting to open worlds
Collaboration raises the bar
Wildcard Trend: Solitude is the new luxury
2
Meet customers on their level
If you’ve seen Carat's recent B2Me work
you’ll know that 10 years ago 2/3rd of
consumer touch points were brand
driven, with advertising, brand websites
and salespeople in control of a brand’s
narrative. In direct comparison, today
2/3rd of consumer touch points are led by
customers and influencers with reviews
and blogs evaluating the brand.
During Advertising Week numerous brands
touched upon the shifting customer
expectation. The days of simply talking at
consumers are long gone, given the
explosion of immersive and interactive
ways people can experience a brand
across video, social, audio and gaming.
Advertisers need to think beyond
the narrative to more of an open world
solution. It has to be both convenient and
magical.
DTC brands such as Glossier have seen
that customer reviews have been their #1
conversion. Meet consumers on the
channels they reach out on. Don’t
respond to their tweets by asking them to
e-mail you. Instead, tweet back at them.
Engage them in the channels they are
engaging your brand on, collaborate with
them, and most importantly, make them
partners.
3
Salesforce Stat, New Rules for a Consumer
Led World: Nick Brien CEO Americas, Dentsu
Driving Brand Love Through
Customer Experience, Jennie Weber
VP, Customer & User Experience, Best Buy
Getting real about inclusion
While we have made great strides in
talking representation in advertising, there
is still a long way to go in terms of action.
According to She Runs It and consulting
firm, Diversity Best Practice’s third annual
Inclusion Index and the second annual
#Inclusive100 benchmark, only 29% of
executive positions in Advertising, Media
and Tech companies are held by women,
down 30% from last year.
This isn’t just an issue in the Advertising
workplace, but reflected in the work the
industry is producing - most household
and baby ads are still targeted at women
and most car ads at men. LGBTQ+ and
people with disabilities are less than 2%
represented in ads. As we saw at SXSW
this year, accessibility in all things should
become an increasingly important focus
for advertisers.
Commitment takes bravery; it isn’t just
about having diversity but empowering
diversity to challenge and question the
status quo. It also means going beyond
Pride month as we see with big brands
such as Mastercard including preferred
pronouns on customers’ cards and Nike
thinking about race and inclusion beyond
Black History Month.
Cultural fluency starts with listening and it
starts with your employees. You can take
the #Inclusive100 test to anonymously find
out how your company measures up,
because what gets measured, gets done.
4
Diageo Pride 2019
Mastercard introduced the “True Name”
card, which will allow card holders to
choose their preferred name to appear on
their credit and debit cards even if it does
not match their legal name.
Still a way to go as AWNY attendees are
upset with Pitbull’s performance undermining
equality conversations.
The Gen-Z influence
It’s official, Gen-Z is the hottest audience
that every brand is interested in
connecting with.
TikTok dominated the upper concourse of
the AWNY venue with a wall of devices
showing an array of content from the
newest kids on the social block. We’ve
seen Gen-Z flock to the platform as it
allows them to show up in the digital
world in an expressive and creative way,
a trend we’ll see brands emulate as they
continue to delve into the world of low-fi,
UGC and social-first content.
However, it’s not just how this generation
is showing up in media, but also what
they are open to talking about. With 1 in 5
children and teens struggling with mental
health, and being open to talk about it
with their communities, brands will need
to show their understanding and honesty
to win with GenZ and the coming
generation, GenAlpha.
With 4 talks touching on mental health
including one with actor Jesse Eisenberg
sharing his battle with separation anxiety,
we saw people getting honest and open
about very human topics.
So what can brands do? First make
places of employment safe to discuss
these human topics, to encourage
diverse and inclusive thinking around
messaging and respectful behavior.
5
TikTok’s experience area at Advertising
Week, where they announced the elusive
usership figures were significant, “It’s not a
billion, but it’s not half that either,” TikTok
VP Blake Chandlee.
Oscar nominated actor and writer Jesse
Eisenberg was interviewed by Harold
Koplewicz, President of The Child Mind
Institute, a non-profit organization
focused on bringing awareness to child
mental health issues and providing
families with resources for treatment.
From advertising to open worlds
The influence of gaming upon the
advertising industry is becoming more
prevalent, as we continue to see
consumers gravitate toward interactive
experiences.
Gaming is influencing social, video and
event voice. The rise of smart speakers in
households is allowing for brands to build
new experiences and services that can
live in an audio only environment, such as
HBO’s recent audio game for Westworld.
Battle Royale games such as Fortnite are
allowing people, regardless of their
device, to enter into the same digital
experience and have the autonomy to
explore the world as they see fit.
The 4A’s hosted a panel discussing if
Game Design will influence the way
brands behave and advertise in the
future, and the answer was a resounding
‘yes.’ With the power of data, artificial
intelligence and an array of interactive,
relationship building platforms, brands will
need to start thinking about building
experiences that put their customer at the
heart of it, choosing the narrative and
path vs. what the brand wants to tell
them.
This can seem daunting for a brand, but
the best starting point is to the data
available, explore building solutions for
the top five queried topics and scale
through platforms. When thinking about
building brand UX, start incorporating
game designers into the conversation.
6
HBO’s Westworld Experience: The Maze
The Game Changer, Fornite continues
to influence the advertising industry
in thinking about how to connect
with audiences.
Collaboration raises the bar
Transparency and trust continued to be
key topics, with more agencies and
brands agreeing that collaboration and
standardization is needed to fight fraud
and murky supply issues in programmatic.
It wasn’t just about advertising businesses
working together to create safer
environments and better accountability,
but also how brands can collaborate with
their consumers to create better products
and services.
Joseph Gordon-Levitt’s HITRECORD
production house has been working with
Zappos! to tell the human tales of their
customers. Collaborators not only see
their ideas and stories reflected in
advertising, but also get paid for their
contributions which can range from
creative on the Zappos site, to the design
of the delivery box. Diverse advertising
isn’t just about in the talent or the
copywriting, but actually asking people
about themselves and their stories rather
than brands interpreting them.
Customers should be actively engaged in
the tracking and data sharing in the
digital ecosystem. With GDPR and CCPA
continuing to trip up big social players,
brands who invite customers to
understand their interactions and
moreover help design their relationship
will see permissions and trust increase.
7
HITRECORD, an open online community
for creative collaboration.
The Zappos! X HITRECORD collaboration
has seen an increased level of
engagement and inspiration with Zappos!
employees, leaning into the collaboration
with customers and creators.
Wildcard trend: solitude is the new luxury
With the constant bombardment of social
and togetherness, we hear a lot about
the importance of human connection.
What we aren’t hearing enough about is
how people are craving solitude, a time
to just think.
In the UK, dining solo has seen a 116%
increase. In Japan, consumers are renting
cars, not to drive but just to have a space
to be alone. There has even been a rise in
solo travel.
In the RARE sessions, young creatives
talked about how isolation inspires their
creativity, that being alone doesn’t equal
loneliness. As a culture we have been
bombarded with the idea that being busy
equals success, yet these rising talents,
reminded us that doing nothing is a thing.
Doing “nothing” is not only a thing, it is a
productive thing.
8
Indian Airline Vistara has policies to ensure
single women don’t get the middle seat
on flights.
Restaurants in Japan and South Korea
have been catering for single dining
experiences.
Ichiran in Midtown Manhattan bringing
the solo dining experience to NYC.
9
Sarah Stringer
SVP, Head of Innovation
Carat US
Hear more on Carat's Podcast
Contact us
Carat.USMarketing@Carat.com
Danielle Hemsley
Director, Insights
Carat US

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Carat @AWNY 2019 Wrap Up Report

  • 2. 2 Advertising Week: Key Trends Meet customers on their level Getting real about inclusion The Gen-Z influence From adverting to open worlds Collaboration raises the bar Wildcard Trend: Solitude is the new luxury 2
  • 3. Meet customers on their level If you’ve seen Carat's recent B2Me work you’ll know that 10 years ago 2/3rd of consumer touch points were brand driven, with advertising, brand websites and salespeople in control of a brand’s narrative. In direct comparison, today 2/3rd of consumer touch points are led by customers and influencers with reviews and blogs evaluating the brand. During Advertising Week numerous brands touched upon the shifting customer expectation. The days of simply talking at consumers are long gone, given the explosion of immersive and interactive ways people can experience a brand across video, social, audio and gaming. Advertisers need to think beyond the narrative to more of an open world solution. It has to be both convenient and magical. DTC brands such as Glossier have seen that customer reviews have been their #1 conversion. Meet consumers on the channels they reach out on. Don’t respond to their tweets by asking them to e-mail you. Instead, tweet back at them. Engage them in the channels they are engaging your brand on, collaborate with them, and most importantly, make them partners. 3 Salesforce Stat, New Rules for a Consumer Led World: Nick Brien CEO Americas, Dentsu Driving Brand Love Through Customer Experience, Jennie Weber VP, Customer & User Experience, Best Buy
  • 4. Getting real about inclusion While we have made great strides in talking representation in advertising, there is still a long way to go in terms of action. According to She Runs It and consulting firm, Diversity Best Practice’s third annual Inclusion Index and the second annual #Inclusive100 benchmark, only 29% of executive positions in Advertising, Media and Tech companies are held by women, down 30% from last year. This isn’t just an issue in the Advertising workplace, but reflected in the work the industry is producing - most household and baby ads are still targeted at women and most car ads at men. LGBTQ+ and people with disabilities are less than 2% represented in ads. As we saw at SXSW this year, accessibility in all things should become an increasingly important focus for advertisers. Commitment takes bravery; it isn’t just about having diversity but empowering diversity to challenge and question the status quo. It also means going beyond Pride month as we see with big brands such as Mastercard including preferred pronouns on customers’ cards and Nike thinking about race and inclusion beyond Black History Month. Cultural fluency starts with listening and it starts with your employees. You can take the #Inclusive100 test to anonymously find out how your company measures up, because what gets measured, gets done. 4 Diageo Pride 2019 Mastercard introduced the “True Name” card, which will allow card holders to choose their preferred name to appear on their credit and debit cards even if it does not match their legal name. Still a way to go as AWNY attendees are upset with Pitbull’s performance undermining equality conversations.
  • 5. The Gen-Z influence It’s official, Gen-Z is the hottest audience that every brand is interested in connecting with. TikTok dominated the upper concourse of the AWNY venue with a wall of devices showing an array of content from the newest kids on the social block. We’ve seen Gen-Z flock to the platform as it allows them to show up in the digital world in an expressive and creative way, a trend we’ll see brands emulate as they continue to delve into the world of low-fi, UGC and social-first content. However, it’s not just how this generation is showing up in media, but also what they are open to talking about. With 1 in 5 children and teens struggling with mental health, and being open to talk about it with their communities, brands will need to show their understanding and honesty to win with GenZ and the coming generation, GenAlpha. With 4 talks touching on mental health including one with actor Jesse Eisenberg sharing his battle with separation anxiety, we saw people getting honest and open about very human topics. So what can brands do? First make places of employment safe to discuss these human topics, to encourage diverse and inclusive thinking around messaging and respectful behavior. 5 TikTok’s experience area at Advertising Week, where they announced the elusive usership figures were significant, “It’s not a billion, but it’s not half that either,” TikTok VP Blake Chandlee. Oscar nominated actor and writer Jesse Eisenberg was interviewed by Harold Koplewicz, President of The Child Mind Institute, a non-profit organization focused on bringing awareness to child mental health issues and providing families with resources for treatment.
  • 6. From advertising to open worlds The influence of gaming upon the advertising industry is becoming more prevalent, as we continue to see consumers gravitate toward interactive experiences. Gaming is influencing social, video and event voice. The rise of smart speakers in households is allowing for brands to build new experiences and services that can live in an audio only environment, such as HBO’s recent audio game for Westworld. Battle Royale games such as Fortnite are allowing people, regardless of their device, to enter into the same digital experience and have the autonomy to explore the world as they see fit. The 4A’s hosted a panel discussing if Game Design will influence the way brands behave and advertise in the future, and the answer was a resounding ‘yes.’ With the power of data, artificial intelligence and an array of interactive, relationship building platforms, brands will need to start thinking about building experiences that put their customer at the heart of it, choosing the narrative and path vs. what the brand wants to tell them. This can seem daunting for a brand, but the best starting point is to the data available, explore building solutions for the top five queried topics and scale through platforms. When thinking about building brand UX, start incorporating game designers into the conversation. 6 HBO’s Westworld Experience: The Maze The Game Changer, Fornite continues to influence the advertising industry in thinking about how to connect with audiences.
  • 7. Collaboration raises the bar Transparency and trust continued to be key topics, with more agencies and brands agreeing that collaboration and standardization is needed to fight fraud and murky supply issues in programmatic. It wasn’t just about advertising businesses working together to create safer environments and better accountability, but also how brands can collaborate with their consumers to create better products and services. Joseph Gordon-Levitt’s HITRECORD production house has been working with Zappos! to tell the human tales of their customers. Collaborators not only see their ideas and stories reflected in advertising, but also get paid for their contributions which can range from creative on the Zappos site, to the design of the delivery box. Diverse advertising isn’t just about in the talent or the copywriting, but actually asking people about themselves and their stories rather than brands interpreting them. Customers should be actively engaged in the tracking and data sharing in the digital ecosystem. With GDPR and CCPA continuing to trip up big social players, brands who invite customers to understand their interactions and moreover help design their relationship will see permissions and trust increase. 7 HITRECORD, an open online community for creative collaboration. The Zappos! X HITRECORD collaboration has seen an increased level of engagement and inspiration with Zappos! employees, leaning into the collaboration with customers and creators.
  • 8. Wildcard trend: solitude is the new luxury With the constant bombardment of social and togetherness, we hear a lot about the importance of human connection. What we aren’t hearing enough about is how people are craving solitude, a time to just think. In the UK, dining solo has seen a 116% increase. In Japan, consumers are renting cars, not to drive but just to have a space to be alone. There has even been a rise in solo travel. In the RARE sessions, young creatives talked about how isolation inspires their creativity, that being alone doesn’t equal loneliness. As a culture we have been bombarded with the idea that being busy equals success, yet these rising talents, reminded us that doing nothing is a thing. Doing “nothing” is not only a thing, it is a productive thing. 8 Indian Airline Vistara has policies to ensure single women don’t get the middle seat on flights. Restaurants in Japan and South Korea have been catering for single dining experiences. Ichiran in Midtown Manhattan bringing the solo dining experience to NYC.
  • 9. 9 Sarah Stringer SVP, Head of Innovation Carat US Hear more on Carat's Podcast Contact us Carat.USMarketing@Carat.com Danielle Hemsley Director, Insights Carat US