Mar 27

4A’s Transformation, part 6

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4A’s Transformation
Austin, Texas
March 22-25, 2105

“This is all about the potential of Programmatic, which is really just a tactic 4 addressability.”
~ Amanda Richman, Starcom

“We want to do next year, what those other superbrands took decades to achieve.”
Jonathan Mildenhall, Airbnb

“A community driven Superbrand… is what we want to be… we are looking at the likes of Apple, Disney, Nike.”
~ Jonathan Mildenhall, Airbnb

“Experiential marketing is a cornerstone of marketing for Airbnb.”
Jonathan Mildenhall, Airbnb

“‘Belonging’ is as important to Airbnb as ‘Happiness’ is to Coca-Cola.”
~ Jonathan Mildenhall, Airbnb

Visual Quote:
Lisa Donohue - transformation
Image Credit

“In a hyper-growth company there is no need to stand around once you know what you are trying to do.”
~ Jonathan Mildenhall, Airbnb

“When the mantra is do what’s best for the consumer, the eyeballs will come, and Partners will benefit.”
~ Will Funk, Turner

“What we are experiencing (with Native) is a content gold rush.”
Chris Hercik, Time Inc.

“Native ads are now $3-5B, but growing to $17-21B by 2018.”
Matt Bean, Time Inc.

“It’s not enough to just check the ‘native’ box—it requires care and feeding.”
Matt Bean, Time Inc.

Conference Link: 4A’s Transformation

Mar 26

4A’s Transformation, part 5

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4A’s Transformation
Austin, Texas
March 22-25, 2105

“Every single person here: agency, client, tech company, is facing the challenge of digital.”
~ Tim Armstrong, AOL

“The bear will catch the slowest person, so you better be able to run FAST (and be flexible).” (re the advertising industry)
~ Tim Armstrong, AOL

“When agencies split apart media and creative, the client falls through the middle.”
~ Tim Armstrong, AOL

“The work the 4A’s is doing (on diversity), such as at the high school level, is really important.”
~ Tim Armstrong, AOL

“We are driving short form content across (all of ) Disney, including (Marvel, Pixar, etc.).”
~ Erin McPherson, Maker Studios

Visual Quote:
John Montgomery - transformation
Image Credit

“Our environment is where people choose to engage with your content.”
~ Tara Walpert Levy, Google & YouTube

“The smaller the screen the more valuable the view.” (interesting and controversial statement)
~ Tara Walpert Levy, Google & YouTube

“I agree with Tim (Armstrong) that there will be a thinning out and coming together.” (of companies in tv/digital space)
~ Linda Yaccarino, NBC Universal

“Print has become a smaller piece of our business, but we are defined (in part) by our history.”
Mike Perlis, Forbes

“Live events give us an opportunity to create a center for a given category.”
Mike Perlis, Forbes

Conference Link: 4A’s Transformation

Mar 25

4A’s Transformation, part 4

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4A’s Transformation
Austin, Texas
March 22-25, 2105

“If we were to take brands out, there wouldn’t be any Pinterest—2/3rds+ of content is from companies.”
~ Kevin Knight, Pinterest

“30 Billion Pins have been put into 750M Boards on Pinterest.”
~ Kevin Knight, Pinterest

“We are looking at our top trending Pins, and using that info to optimize.”
~ Dana Shank, Kraft

“Facebook is what you have done, Twitter is what you are doing now, Pinterest is what you want to do.”
~ as tweeted by Jennifer Lewis

“The key attribute of the most successful brand content on Pinterest is that it’s helpful.”
~ Kevin Knight, Pinterest

Visual Quote:
Tim Armstrong - transformation
Image Credit

“The best way to retain talent is the same way is to have a great agency: Do great work, innovate, diversify.”
~ Mike Sheldon, Deutsch

“I find the question about agency-of-record or not to be like which is the best body of water—a lake, river, bathtub, ocean”.
~ Susan Credle, Leo Burnett

“Television is still a thing.”
~ John Montgomery, GroupM

“TV has 370B in spending and 3.8 hours of viewing per day, and 100% of television is viewable.”
~ John Montgomery, GroupM

“The beeps coming out of machines should allow creatives to do better jobs.”
~ Tim Armstrong, AOL

Conference Link: 4A’s Transformation

Mar 24

4A’s Transformation, part 3

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4A’s Transformation
Austin, Texas
March 22-25, 2105

“We don’t know the future—what can we do in the next 3-6 months?”
~ Ben Jones, Google

“It isn’t that things need to be faster, it’s that they need to be chosen.”
~ Ben Jones, Google

“We want to immerse ourselves in things (and tune everything else out).”
~ Ben Jones, Google

“People will pay attention to what they want—to weave in with that is powerful (without interrupting).”
~ Ben Jones, Google

“We have more and more powerful guns, but the same old bullets, (in terms of the messages to share).”
~ Ben Jones, Google

Visual Quote:
Ben Jones - transformation
Image Credit

“This is the first time in human history where it is an advantage to be young.”
Randall Lane, Forbes

“Today’s opportunities lie with entrepreneurs who have no fear.”
~ Jan Rezab, Socialbakers

“For a 15 yr old, your parents are like your incubator.”
~ Jan Rezab, Socialbakers

“We are always experimenting, and some brands are better at that than others.”
~ Brooke Skinner, Twitter

“Pinterest is about plans for the future, not what you did in the past.”
~ Kevin Knight, Pinterest

Conference Link: 4A’s Transformation

Mar 23

4A’s Transformation, part 2

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4A’s Transformation
Austin, Texas
March 22-25, 2105

“Everybody has a Pavlovian response to their cell phone… it makes them reactive rather than pro-active.”
~ Scott Brown, The Company of Others

“It is easy to do Native, but it is also easy to do a lot of crap in Native.”
~ Jason Hill, GE

“It’s not about owning content, it’s about making it ownable.”
~ Mark Renshaw, Leo Burnett

“Once you turn on the vacuum, you have to feed it daily as a publisher.”
~ Jason Hill, GE

“30 million pieces of content are produced by brands daily.”
~ Elena Sukacheva, The Economist

Visual Quote:
Jason Hill - transformation
Image Credit

We need to get really comfortable with a situation that is always changing (in uncomfortable ways).”
Allie Kline, AOL

“Today’s consumer changes at the speed of light. Most brands cannot move quick enough. They will be disrupted.”
~ Deanie Elsner, Kraft Foods

“The Internet has allowed brands to become news platforms in and of themselves.”
~ Andrew Ross Sorkin, New York Times/CNBC

“Chipotle doesn’t make ads; it is changing the way people think about food.” (on Chipotle’s purpose)
~ Jay Russell, GSD&M

“Most burritos have 77 ingredients. There aren’t 77 ingredients in our entire company.”
~ Mark Crumpacker, Chipotle

“We go in with a solid plan, but are prepared to take advantage of happy accidents.”
~ Robert Rodriguez, El Rey Network

Conference Link: 4A’s Transformation

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