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June 15, 2021, Online, United Kingdom
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CreaTech: CreaTech in advertising: What’s hot? What’s not?
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About the talk

CreaTech: CreaTech in advertising: What’s hot? What’s not?

As tech platforms proliferate and digital increases its slice of the advertising pie, the tools and techniques available to agencies are expanding daily. But what works best for brands? And where to draw the line between pursuing what’s new and shiny, and staying true to the brand core. Join the hottest two creative shops in tech and the biggest challenger agency in the UK to explore what’s hot, and what’s not.

Featuring:

Caitlin Ryan - VP Creative Shop EMEA - Facebook

Melanie Wong - Global Planning Director - VCCP

Neil Boorman - Head Of Creative Lab Europe - TikTok

Aisling Conlon - Advertising UK Lead, UK Advertising Export Group - UK Advertising Export Group (UKAEG) (Moderator)

#CogX2021 #JoinTheConversation

About speakers

Caitlin Ryan
VP, Creative Shop EMEA at Facebook
Melanie Wong
Global Planning Director at VCCP
Neil Boorman
Head of Creative Lab Europe at TikTok
Aisling Conlon
Marketing Manager at UK Advertising Exports Group

Caitlin is a VP at Facebook, Regional Creative Director, EMEA for Facebook and Instagram. Heading up a multi-award winning team of creative directors, strategists, producers and technologists who partner with brands to create groundbreaking ideas across Facebook, Instagram, Oculus and Messenger platforms. Member of the senior leadership team for Facebook across the EMEA region, and the Global Creative Shop leadership team.

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I lead Creative Lab, TikTok’s own ideas and inspiration place. A full-service team based in London with hubs in Paris, Berlin, Madrid and Milan, Creative Lab helps brands and agencies make best in class work on TikTok. The sole mission for our 50+ team of planners, creatives, producers, designers, editors and project managers is to make work that showcases new products and services, creates a halo effect around TikTok culture and make brands famous on the channel.

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I have worked in the Creative Industries (B2B) for over 15 years and therefore have an extensive knowledge of the International and UK creative sector. I am results driven and commercially minded with an entrepreneurial outlook. I work closely together with all partners to deliver strong results through strategic initiatives and innovation. I communicate effectively at all levels, with good leadership skills, and a willingness to roll up my sleeves to get the job done

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Hello, I'm actually called in on the project, need for the UK advertising expose Group, which has a unique partnership that it was set up for months. UK advertising in partnership with the Department of international trade to support growth. The UK, creative companies all around the world. Today. I'm here to talk about what's hot and what's not in create second advertising. I'm sure for the last day and this morning session, you've had all about how the pandemics in the last. 12 months has really accelerate attack and that couldn't be further from the tree in times of appetizing

advertising and Tack of always going to hand in hand together. I'm delighted to be joined by two of the hottest, tack shops in town, Facebook and Tik Tok. And we also have one of us because from the UK's agencies Challenger Brian's bccp. How the session is going to? What is that? We're going to hear some amazing examples of campaigns of the runners of the Lost year. And then how at what brands need to be aware of when it comes to the planning process. So without further with you, I'm going to call you to the speak is in to introduce themselves as the new album from Tik Tok, Melanie Wong

from pccp and Caitlin Ryan from Facebook. First up is Caitlin a few things that we're very excited about. But now, so a quick intro into me, whether it. So, listen to what we looked at a double digit. This side has the runs really needed to understand that they can't expect people to see. Then the Brians is the main driving or Bing. The Gatekeepers of people we need to call and people not the other way around. They need to understand our relationship with the people. They want to

connect with people where they are really use the floor. I did not just by adding. So, as to create, as many of the players coming there, nba-style to Europe, James loves you and you're being about to go, find love James. You can see him here on the last phone call with some locals in Paris in 2017 Rebel with a pandemic. Still at large. We needed to create a power on Instagram and not just created a buzz. We needed when you need to create a building in Ann Arbor. The discount Paving use eight different creative

hang out with hot at home and don't call in training on court of virtual hot and broke down his signature three points. Did you on Instagram? And then finally check out check out my What you see here is some chemo this in the campaign, first chokable unboxing. Absolute creative. Creative creative. The second piece of work, I want to show you that this is on the behavior of interacting with friends in your community and the research based out of the us. We had that 90% 900, 90% of people now, use a second device, while watching movies that I am

ashamed to stay in contact with family and friends about what they want. We created movie made a second screen experience, the greatest Japan experience. Here you will see that the fetus has gone to a messenger experience the boat. It's time code in approximately since using sweet notifications, such as character backstories. Now, we're just going text behind the scene. Photos videos everything. There are nine different experiences. Each of the Dawn movie with the

film, is it? She was a beginning which will tell you, when to start. Isn't that a second case study to give you an idea? This first-of-its-kind in most of experience, is great, innovation in the future film. Watch. It. It doesn't take us to it. And you know, what is a second screen experience through. You say, a lot of passion show or new product. I ordered something we believe will allow for Jesus and his presence in Social connection than any other exits in

South Korea, and I use AR on a popcorn. People who truly get a real feel for the car. So we had to pay our experience to bring that offer insurance. Online. It enables a story using Facebook. The bronchi pain stay Tucson position as having your own products overseas. Travel restrictions in the covid-19 virus. Showing me about you when you can create your own. Here, you can see where are we created? Our own, AR books will show room, interior and safety technology.

So the pandemic was not just ask people to change their behavior surprised. If we discovered the center of everything and respond accordingly unsuccessful in how we approach technology. Thank you very much. Thank you, Caitlin. And if you have a question for Kaden, over any of our speakers, make sure to put it in the Q&A box and it will come through each other and we'll get questions at the end. But next, its meal. He was actually met with me and pasta.

Incredibly frightening place. Also love to make best-in-class work on Tik-Tok. So if we can go to, that's what we've been doing this last year of you probably heard it. So many times, you can hear in your sleep on my truck. Since we launched in the UK is think Mike has makes it talks, which is quieter. Dim swamp expecially with Milani answer. I'm crazy about. You seems you might come after us? What? They know. It's nothing wrong with that but some of my best friends make on Tik-Tok. It's definitely a different case in point. And what we going to do today is

just talks through a few of the of the point that sell it. But I have to take say rules but some of the ideas that come out in the last 12 months since we looked at McKay's might take some of the things that walking at some of the things that time but I only met twice last night and seasoned think he would lessen the advertising Mind Set On a constant mindset. Is that one of the campaign's, maybe that was in your presentation, that's really stuck out to you as the one that you know that you've kind of you spoke about a lot lines to your friends who make those out there by 3.

Make a, we just rebooted Ashley. We just rebooted, the famous made up your mind stuff for the PG, that years ago. Just couldn't fit it. And it is a it is on tiktok, but it's definitely we rebooted it for Tik. Tok Generations were using was a Tik-Tok racist, knew the old kind of magic and affects the people use with Abby die in the actress. She make it, I see a piece of content doesn't really good things in your friend, because no one cares about that doesn't want you in

their face. All those kind of things are going to complete. That's one of things to talk about. I'm learning a better kind of things that you just turned into play this time, baby. Cuz as long as you're turning up with something is compelling and entertaining, all bets are off when everybody's welcome with, you were behind the people are interested in that about otherwise and a three-second Moses complete. Yeah, it was long you can stay here and tiktok and sustain itself as long as it takes up with interesting.

Law of the devil of the action in that was plastic. Totes Play Out, 3 months to complete the whole thing. But the payoff is the way your kind of Fielding out you ever resolve and then and then and then the completion, which I think that's the big thing that will comes down to. It takes a special kind of waste recycling from video channel on the stuff that turns off and doesn't have anything to do with the history of the following knows, and likes and shares the person the Post-it. It's the

people spend a lot of time watching. It's a revolver that shoots out the car and go off and it becomes famous April 9th, which is why we're having an overnight success with people, you O'Brien's, you've never heard the office within 24 hours, that new thing, and some even picked up the time, you can't guarantee it. So, I mean, I can buy something wake up next morning and holy cow. Discover Mason Global phenomenon happens if come see me. I don't know where the compelling Bill comes in the people that want me to watch and as soon as I catch fire, you can go in a pool around

the well, don't take that what she's like sleeping through fixing perfect almost. People are invited to participate and they can play with a contest for your example, for Old Spice. That the old school, one that first launch was very much a one-way communication. But how did Tik Tok essentially create that back and forth and that's Noble of the stuff is going on on the original Tik Tok and then start. And then that kind of takes a life of its side. I never use go. If you lost me, like, could you could you unlock my name's alarm in culture and

if you lost me. Can you beat on this classic static image of a couple Lauren coffee as a full mattress delivery? I mean jokes and I would have said no, but I mean, I'm completely completely offended that I like me to give me like a massive show of steroids into Yarmouth is now, it's so easy. Just to see if you find something, you love you to death. It's slightly different. People pick up on that different, Sonic 3 months down the line like they're not renting a completely different Apple ID

with the music that you can use all other effects, but essentially, yeah, it's completely unrecognizable right before your eyes like every night. Which is another reason another reason why we say, it's not that it's not something you second-straight. It's not something. You take something. That's kind of think you bruised up when you waiting for the box of your bored. I need any freaking out in between, not your favorite TV show is definitely the thing. You sit down and watch the

other, usually, throw something about 40 minutes to an hour and a half. So it's definitely frustrating thing. You're sitting. There should not these meetings are evolving. Everyday is fascinating. Once you put yourself in that, you're going about being busy culture. Anyway, maybe guy. I believe go as well. I just talked with him watching his, I just feel like completely connected to my people. I've never met before. Never made all around the world, then it's kind of East I sang. It's like, forget about like demographics is smaller or 3 minutes or Gen-X

by call you and see if you like generation. Tik-Tok if you in if you want to show up and you want to have fun, you want to be great. If it's UFO, just join and do some stuff, doesn't matter if it's long. We make it a fool of yourself. Cuz that's part of the fun to get. This is what we talked about how I'm learning a bunch of the first one is with dentist, takes it with me talking to Brian spicy. Say is that. We 9.30 out is anyone but yourself. Why would you do that part of your life? There is no point doing that. When you join the party. Is it driving to

take? Talk me through. Like, he always treated you like the Reverend or iconic world. Do they create in the last 2 years? Is a new creative director night. Take on this kind of satirical take on influenza cause you with these two Oldest race twins. You just look amazing at tiktok, maybe even put your money on that very serious luxury Brands because you say much about the Croft and being serious. And we know who the texts that come along with luxury coaches with the unit,, Thanks.

Tik Tok and it's hard knowing that. So she people couldn't get to sleep during the lockdown, some people making their own chicken and and just wanted to ride bicycles. Play Mexican could never be anywhere near as good as Perfection. I mean, this is tricky problems. Hooking up their Fantastic Four. Play no one cares about the perfect. Post means a racist apartments in Tracy to see if you look at Brian's working out the complete opposite, the lights for 3019 for them to take talk and

you will need to let go of some of that control. I think that we talked about that look like she's letting God control. Your things is fighting for position. We have friends safety mechanisms in place to make sure I eat at least complete control, but it's a Gothic writing exam for like human icing. That Brian and animals are my people call it a bit, just being honest. and she's like sucking some of that Joey up in the air and just like behind the scene, but

the way she wants to Play songs about timing. I think about this, a few minutes ago, but she thought I should just forget about all those rules. About 3 seconds and pushing people like to have your friends in the first couple of seconds is released. Joyful. Everybody wants to watch. So, if you want me to read me the BMW so long, they been a long time and transitions, but of course, I grabbed attention strike that straight. But I thought that some of the content just

left Lowe's and see if if owls and resolves itself, so, you definitely have to watch to the end and get a new full of people. I travel next, don't smoke. At least we didn't end well busy. I was blessed to be. So, keep out here. Let's play that one night. She picked up traces Camille. If your man, Some of the best, some of the best picture that takes out if I'm just as long as he knows everything. And that magic was all y'all and whatever else and fills his bathtub, you know, I think some of the best stuff we'll take the old fashioned bow and Magic we've inherited which is just amazing. Jump

car, amazing tricks with the timer at 6:50 on the loft. Remote control or Let It Go events are happening. At least some of that controls. The people, who love you Grace frame. And there's always lots of people just plain view on takes all kind of dividend if you do get back control. So, yeah, I'm very glad you came to play with your friend world and it's definitely felt like doing the Christmas. Cuz we was so deep in lockdown, then that's a little TV series about people, dancing and singing in the in the front room and in that, scrumptious, and I ain't

going to talk with me since she the tiktokers like you start some take Sophia so I can still didn't say General culture. I lost one. Here is Cadence. I said this to me, she can play with that. New little guy thinks I like you is going to be like Friday in basseterre. Nothing digital channels. No one's interested. Never wants to see. It was complete opposite of people can always play. If you could only give me some interesting to do and it's been crazy them. People

definitely play with your grind. So yeah, it's a Rossi version of take out food. Thank you. Before we go straight to mail. There was just one observation. I have embraced days presentations and I think it came up in a green ring, chest as well, about how, what is actually happened to say. It is a bit like old school, Saturday night today and mentioned the L word lockdown, how I think it was, it was really important that we all need is a bit of Joy, last couple months and

has reminded me of a, a topic that we were discussing at South by Southwest, which was right on this idea of whether Brands had to rip up the rule book now because we were moving into a while that was crazy fast, and I know that our time is so too, at the clock is now cutting us down. So lonely. I hope you're going to be able to address some of those and you are in your presentation. Thank you, everybody. It's so good to be in the presence of giant, really justify it. It's amazing to see the text. That's, that's Is happening. Now, we can watch them together

with our friends, eventually. Asynchronously. We can do transitions were so sweet. Gales, great to see, but I think I introduce myself. My name is Melanie Wong. I am a global planning director. At CCP. I wear an agency that exists because we change the fortunes of our clients by challenging. The Norms of the category. Personally. I am from Shanghai on from Hong Kong, and I'm from Portland as well. And that an essentially having not been grown up grown up in one place. I have essentially have been a aliens all of it and that's what has really

attracted me to the art of planning. And that's what I wanted to start my talk with now is to essentially go Missouri. Bird's-eye view to just say isn't it incredible that science-fiction today has literally becomes reality that we see in movies of growing up of whether it's a pocket Communicator from Star Trek before mobile phones are created. Now. Everybody has one in their phone or in 2001 Space Odyssey. This is before FaceTime at Hangouts. They were at they were parked and on about the video chat, I think for us and especially what you and Caitlin have talked about today. It's incredible

to see the possibilities of what technology can do for us because we want to go. We'll what's next. I mean, that if anyone seen the Travis Scott and fortnite saying that they did that he did last last year. It was one of the most incredible things. I think I've ever seen a smaller example of, but none, the less refined play Flappy, Bird was just right. When it comes to planning planning. The second crystal ball planning, essentially tries to predict the future.

That we might be a lot of that in use today. We'll see what's how how they are going to change the House post-pandemic, our world is going to be completely different and here's why. And I think the problem is so we're bad at predictions. We don't really know what to do with on in predictability. The inability to predict things. Almost like we have blinders on the sides of our heads and in contrast are what we believe is most exciting as this notion of compass Planet which focuses on whatever is true. What is fruit, whatever, the condition or there's this

lovely Jeff Bezos. Quote that says I always get the question. What's going to change in the next ten years? I never get the question with not going to change in the next 10 years. I submit to you that that second question is actually more important of the two people always want to be cheaper to be faster for things to be easier for them. And essentially Amazon as a huge business has been built essentially on those three tenets and I find that quite fascinating. So, essentially for the rest of the slides that I have for everyone is to understand how creative creativity flourishes. Must look

to the underlined human truth sets that stand the test of time. And in the time that I have left, we've got to move the first one. We're calling be an antidote and a second one is be a retail therapy. Best start for the first one. I think Caitlin set this up, really well as well. And if the news yesterday from Boris Johnson with anything, I think it's safe to say that Modern Life can be trying at the very best of times, and I think the media that we're getting over and over again. It's just next level exhausting. We're tired of the pessimistic views today. And I think there are Peak

pandemic. I'm not sure if anyone seen this, that's got tossed around, but every Kobe commercial sensually was the same weeks. I saw them all saying, look how we're stopping for carers, how it's so sad out there. We're all stuck at home, but I think was fascinating to see is if we look at the number of comedies, that came after awful times for society. You can see that it's completely. I stopped after the recession after World War II, there is just a big big, just hunger for lightness, optimism in the world. Centrally. No one wants a disaster movie after it's a disaster.

And what's amazing about Technologies, essentially a Lexus GTFO better than before. I don't know about you guys, but I was definitely part of the animal crossing, where I get to build an end, my own Oasis away from all of it. So essentially, the human truth is life, needs an escape. And what that means for marketers is it's less about coming to the to, your marketing channels and being factual and utilitarian. Think about what metaphors and storytelling that you can do. It's less about offering serious news and be more playful. It's less about being sympathetic to

the situation and being a ray of hope that people want to take their minds off to escape to essentially to play with one of our biggest clients. Two recently came out with a new creative campaigns and it's really sensitive rounds. Lovely robot's name is bubble. And what we've done is an entire 360 campaign, but what I wanted to focus on now, was one of the first robot dance to us that we've done in partnership with tick. Tock on the right hand side. You can see bubble doing his own, doing his own dance, excuse me, and he, and then on the left, it was essentially letting go of control

and letting the tick tock Community take that as and creates what creates what they wanted with it. Similarly. We've also done at you and me vinyl. We're in partnership with some music artist. We created some, some tracks are exclusive to just really just trying to drive home. The fact that this is not just a telecommunications brand but it's a partner in your entertainment and it's where it's up to the person to go and and play with it. The second one is be a retail therapist. And I think while we talked a little bit about Jeff Bezos in the begin, I think the flip side of that

is Thursday. Utilitarian Brands essentially has made retail, just feels very transactional. It's about getting the kitchen roll to you within one day and that's and that's great. In the sense that a lot of money has essentially been built on that, but we'd like to argue that there are creative and playful forms of e-commerce. That actually have been growing for some time. And that is really interesting for the brands that we represent. And of course, as of other creative agency Supreme, of course, has perfected the online drop and made it almost to gain Tokyo Girls collection and their

videos. And when they perform all of their clothes that have become shoppable and then what Caitlin is talks about a little earlier before. It's the ability for Instagram shop, essentially to create a lifestyle of the things that you buy but they put it in you to make you want to end it and it's asking the source of inspiration because shopping isn't just about more stuff from A to B. It's also when we think about it, it's an act to self care. Do in these trying times in times were feeling stressed and overwhelmed. Retail therapy is actually effective coping mechanism and

eCommerce as we're thinking about how technology serves that it isn't just about soothing though. It can completely prop up a condom easily seen during the pandemic shop streaming has completely fueled China's economy, their ability to sell things without the use of retail locations of done in a playful way, is is incredible. So, our human truth here is retail, really is therapy and the implications for what brand and what that might mean is, it's less about being utilitarian and it's more about offering a sense of entertainment. It's less about an individual

process of buying things and it's more about how do we create a shared connection with what we want? And it's a it's a form of play. Essentially it's less about that price like messaging and really it's a house. We didn't reject a layer of entertainment and playfulness. The way that we actually buy things, another one of our clients is a Cadre and what we've done here is essentially created a for the Easter campaign. This is the worldwide hide and what we've done was, we've essentially created a virtual space where you can share with your

friends and send an Easter egg to your friends, no matter where they were and it was almost at the brand, is rooted in a glass in his house full as about generous, instincts. And so, how does that translate using technology to be able to give that generosity using the length of an Easter egg hunt? This is what the campaign said. It looks like it was course, all all virtual just given the fact that we didn't, this is just launched around March time, and we essentially just about that for us was the best example of how we can still buy the product, but it was and it was

a invitation to be able to The ones that you love, so in summary, we've got to move here at 1 is about being an antidote. One is about being a retail therapist. Essentially, if there's white, any big thing that we want markers to take away is with the space attack. It's about having the optimism having a joy, having an invitation to play with the people and also letting go of that control time and being able to go to see what technology can take. You. Much,

they say time flies by when you're having fun at the time has definitely swing by because of this. I asked you a question and we are down to the last minute say what I'm going to do. If you have a question that you put through. Can you please come and find me in the network? You punch somebody, the platform all is well. That's all save it to the speeches and we'll get you in on stuff. I was going to offer each of the speakers in 10 seconds or less one. Quick summary. Take away for each up. Anyone in the audience. Caitlin will come too far.

Mine would be hard to focus on your brand Equity Partnerships with Community. It's going to be a cold. I think you nailed my facial & Suites. The Browns have all the stories. I could have credibility to talk about the stuff. We stay. Let's just meet and talk about people to hear it. So love you Berry show up beat your ass will be crazy and started biting. People are focused on the underlying human truths, that stand the test of time. I'm going to, I'm going to steal from Tik Tok. Big.

Thank you to all of our speakers as a Cesar. We brushed it. But if you do have questions, please some and send them to you. And we'll make sure you get the month since I have a lovely day.

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