The 10th anniversary of the Festival of Media Global was held at the stunning Waldorf Astoria Rome Cavalieri hotel May 18-20 and brought brands, agencies, publishers and partners together for lively discussions around the evolution of media.
It's no surprise that the importance of creativity and storytelling as well as the smart use of data stood out as key issues for many marketers and agencies. Bacardi’s European CMO, Shane Hoyne, reinforced the importance of storytelling during his session: “We need different ideas and different ways to bring our brands to life.” For him, two key focus areas to address were, measuring media and creative effectiveness.
Starcom’s Global Brand President, Lisa Donohue, made a similar point. She felt that it was important to focus on the different stages of the consumer journey and that data enables companies to identify different journeys in order to serve different messages. “We’re really hoping that more content and advertising agencies will understand the power of that,” she added.