‘Creative is not a department – PR/Experiential’s place at the marketing table.'
See photos from the event here.
The CAANZ International Marcomms Forum has another stellar line-up of international marketers who will speak about how creativity is integral to modern marketing – whatever the discipline.
‘Creative is not a department – PR/Experiential’s place at the marketing table’ is the subject. The advertising industry has long held the belief that creativity has wide-ranging business benefits for clients, such as producing more effective campaigns, creating greater impact and increasing awareness. However, in today’s marketing world creative ideas can come from anywhere. Award-winning creative concepts are increasingly coming from the PR arms of integrated agencies, independent consultancies or experiential agencies.
Led by MC Hazel Phillips, Idealog Editor, and chaired by Vincent Heeringa, Director at Tangible Media, four speakers will discuss trends and thought-provoking concepts. Case studies of award-winning work from both agency and client perspectives will be evaluated.
The forum will be beneficial for the marketing and communications community client side and agencies.
The speakers will showcase global and local marcomms best practice and effectiveness.
Marian Salzman, CEO Havas PR, North America
Named one of the world’s top five trendspotters, Marian was PRWeek’s 2011 PR Professional of the Year and awarded PR News Digital PR’s Best Blog the same year. She is currently one of Business Insider’s 25 Most Powerful People in PR. Among Marian’s most famous consumer campaigns is the launch of the term ‘metrosexual’ to create a marketplace for SAB Miller’s Peroni.Now CEO of Havas PR North America, her roles have included worldwide director of TBWA’s Department of the Future, and director of consumer insights and emerging media at CHIAT\DAY, where she co-founded the first online market research company Cyberdialogue. She also writes for the Huffington Post and is one of the top five Twitter personalities in Connecticut. She will be talking on ‘How Creativity Is Being Reshaped by Real Time’. Marian says “Not all that long ago fiction and nonfiction were two separate genres. News was news, facts were facts, and creativity didn’t really enter into the picture. “The world has changed and so has PR. How it gets to market is updated; professionally presented or self-curated is all up in the air – leaving the door right open to opportunity and innovation.” Media content is no longer the job of one person or one team, and it’s no longer a static thing. When there’s a de facto understanding that the story is going to be told correctly eventually—or that it isn’t, and that doesn’t matter— what starts to really count is timing.”
Kat Thomas, Founder and Executive Creative Director of One Green Bean
Kat won B&T Agency of the Year 2012 and will be presenting a client case study and follow up discussion. Kat founded One Green Bean in 2007 along with Anthony Freedman, enticing foundation client Virgin to back the start-up. In five short years they have experienced huge growth and are one of the rock star PR companies of Australia. Her huge claim to fame was One Green Bean becoming the first Australian PR agency to win a PR Lion at Cannes! In addition they have won B&T Emerging Agency of the Year, AdNews PR Agency of the Year and B&T Agency of the Year. Kat has vast experience across numerous PR agencies including renowned Cake in the UK where her remit was the development and implementation of PR plans for five European markets. She now holds prestigious clients such as Toyota, LEGO, Coca Cola, Diageo and The Commonwealth Bank. Kat will present a case study on the ‘Search for Australia’s Well Worn Volley’ campaign; a national hunt to find Australia’s favourite Dunlop shoes, which won a Cannes Lion. Kat has always had a strong creative bent. “Big creative ideas are currency for clients; they’re less focused on where they come from and more focused on the impact they can have and the earned media they can generate.” She will enlighten us as to how she persuades her clients that this is the way forward.
SPCA Auckland CEO, Christine Kalin, and Draft FCB Senior Creative, Peter Vegas
The pair will give both client and agency perspectives on the creation of SPCA’s latest headline grabbing initiative. In New Zealand, shelter dogs are seen as second rate. Most traditional adoption advertising reinforces this perception by painting the dogs as victims. This makes the SPCA’s job of finding homes for these animals a real challenge. SPCA needed to change this perception and MINI, as a long-standing but little known sponsor, wanted to help. Their strategy was to prove how smart shelter dogs really are by teaching three SPCA dogs to do something a dog had never done before – drive a MINI. The story captured the nation and the world’s awareness leading to a 590% increase in adoption interest and all three of the driving dogs being successfully adopted. It also changed the lives of countless shelter dogs worldwide, with adoption interest increasing from as far away as the US and the UK. Together they will talk about the ‘Driving Dogs’ Campaign case study which has received extensive global media interest.
Date Wednesday 3 July 2013 | 1.30 – 5.30 pm
Venue The Rendezvous Grand Hotel Auckland | 71 Mayoral Drive
CAANZ, ANZA, MA, PRINZ Members $255.00 plus GST
Non-members $295.00 plus GST
Members tables of 10 $2295.00 plus GST
Non-members tables of 10 $2655.00 plus GST
Students $125.00 plus GST