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How to Innovate with Integrity: the Key Takeouts

Posted By The Marketing Institute, Tuesday 29 August 2017

Independent News & Media and The Marketing Institute of Ireland, hosted an event titled “Innovation with Integrity” on Thursday 24th August 2017 with special guest Mike Villaseñor, Creative Director for The New York Times. The event was attended by senior marketing management and media industry professionals. Here are the key takeouts from the briefing.


How do we improve campaign performance? 

Declan Fahy shared how brand teams and media organisations can collaborate earlier in the process for better results!


The creative process

  • invite us to chat
  • provide detailed briefs
  • challenge us


  • insist on a/b testing
  •  provide specific objectives
  • request campaign reports, don’t file it away, use it and apply key learnings to your next brief


  • interrogate campaign reports
  •  insist on third party trackers
  • insist on agencies and publishers sharing data & insights


Declan Fahy


How can publishers innovate brand solutions?

Mike Villaseñor shared his unique insights and experience on innovative brand solutions from publishers.


Put the reader first

More than ever we must respect and understand the reader. This means that we ought to lean into best practices of how both editorial and advertising coexist in a clear and meaningful way for the reader. Labels and other markers of contrast should be based on research produced for your core audience. A quality core experience doesn't mean less or less impactful ads, in can be quite the opposite given the meaningfulness of the ad stride and positioning. 


Have clear KPIs 

Define what the campaign objective is up front. This will help the creators define and develop the most effective campaign for your brand. Publishers are brought in far too late in the process and may in fact have the keys to your goal. 


Bring the makers to the table first

Gather your key makers and creative minds; bring them to the table at the start instead of at the end. Too often the request that ends up with them is largely watered down and without creative challenge resulting in an experience that is similar to everyone else's. 


Develop strategies that respect both the editorial and brand voices 

This means to try emerging technologies, redesign the experience, and apply new methods to storytelling that are fully conscious of both the newsroom and advertiser need. Avoid developing for one over the other, the entire package is one experience for the reader


Mike Villaseñor


How can AI bring branded content Back to the Future?

Hugo McCafferty on how AI and Data are big buzzwords just now, but how can they really impact brand storytelling?

While much of the current discourse around AI revolves around ethics there is a lot of scaremongering going on. It's only natural to be afraid of change, but let's not forget about the many benefits AI can bring to our daily lives.

There are already some good case studies of early adoption of AI in advertising although the execution seems somewhat primitive at this early stage. What we're potentially aiming for is an AI that can communicate to us on our own level with all the nuance and wit of humans. They'll understand our moods, our behaviour, our desires and needs, even before we do, and for brands, that's good news as they'll be able to offer their customers solutions before and as they arise.

For now we can use AI to mine the data set of social media to provide a highly accurate context in which to create more effective branded content.



Hugo McCafferty

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