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.
Our own research amongst over 530 marketing decision makers, that Chris Le May, SVP and Managing Director at DataXu Europe, presented on day 2, shows that alongside creativity (72%), understanding marketing technology (68%), is one of the skills becoming more important to become a successful global senior marketer.
During the panel titled “How is Technology Shaping Tomorrow’s Marketer?” experts including Le May, Claire Cronin, Director of Customer and Marketing at Virgin Holidays, and Steve Hyde, CEO at 360xec, discussed the impact technology and data have on today’s marketers based on research amongst over 530 senior marketing decision makers in US, UK, DE, FR, ES and IT. One of the points for discussion was around the responsibilities between CMOs and CMTs, especially when it comes to driving a data-driven marketing strategy. According to Cronin, there is a need for more technologists in marketing teams and generally a need for Technology/IT and Marketing to grow closer together.
Apart from two days of great content, the event fostered many great networking experiences. Attendees also enjoyed a surplus of delicious Italian food, and tasted some of the countries best wine. Thanks to everyone who joined us for a fantastic dinner at Rome’s only 3 Michelin Star restaurant – it was a great evening in excellent company!