Our theme for Connect H2 is: 21st century brand building
Digital is recognised as the major medium across global markets, no longer perceived as ‘new media’, it has come of age and digital practitioners have observed the channel move from a media “add on” to centre stage in respect of the marketing mix.
From its original role focused on direct response, the branding power of digital is now truly being explored. Marketers are refocusing on established brand metrics in their digital strategy and planning.
Our expert speakers and panelists will share how traditional marketing principles can be empowered by digital insights and data. Hear from:
Joan and Stephen will share the National Lottery’s research looking at ‘Attention’ in their Digital Advertising campaigns, and how they have tweaked their creative and media campaigns to improve their brand scores and campaign results.
Orlando Wood in conversation with Paul Dervan, moderated by Suzanne McElligott
Through an examination of attention, Orlando describes in his latest book ‘Look out’ the kinds of features that make for effective brand building advertising today. With new evidence, he shows how these features succeed in capturing the ‘broad-beam’ attention of audiences, how they elicit an emotional response in both TV and online video advertising, and how they are more likely to result in brand fame and brand trust. He also demonstrates how they establish the lasting business effects of sales, market share and profit gain.
Hear Orlando and Paul discuss their work and how to apply the thinking to your digital campaigns.
Gerard Murnaghan, General Manager & Vice President – International, Sprout Social, Inc.
The importance of social media has never been clearer. Likewise, how businesses use social media has been rapidly evolving. But beyond the marketing department, is your business really getting the most out of social? In this talk, we’ll show you how social media has grown into a tool that can be used company-wide and provide you with the insights to truly see social differently.
Lisa Haskins, International Director of Marketing and Operations, VidMob
Hear from Lisa as she walks you through research and insights that will prepare you for the new trends in Video, set to take our industry by storm.
Vodafone wanted to celebrate everyday curiosity and show how its products can enhance peoples’ ability to be curious. Carat and Foe joined up to activate this message in a relevant and engaging way across various Irish media – and to do that online, they needed a partner with scale. And that’s where Reach came in.
Alan and Aaron will take you through the strategy and campaign implementation.
Telling our An Post sustainability story in Digital Layers
Hear how An Post is using Irish digital publishers and other digital channels to build the brand and communicate its commitment to sustainability to the consumer. Joanne and Emer will share the approach taken in this integrated campaign of many layers, in particular how they are building their audiences and the power that digital provides to do this, even in a post cookieless world.
Brand Building with Publisher partnerships
Lynn will take you through some key principles for brand building, based on insight and research from Omnicom, and will then showcase how brands can deliver on these principles via partnerships with publishers.
This event will be a free to attend virtual 2 hour event – speakers / panelists to be announced.