4A's Transformation 2011

Summary
This report focuses on a key theme of the 4A's annual Transformation conference: the advertising industry's inability to attract and retain the best and most talented staff, as judged against other industries and professions. It includes findings of the 'Transforming Talent Management' research study, jointly sponsored by Arnold and the 4A's, together with excepts from a panel discussion between the CEOS of WPP, Omnicom and Interpublic. Reasons for the advertising industry's recruitment problems are discussed, as are recommendations for rectifying them.

Summary
This report covers the contribution of Alan Wurtzel, NBC Universal President/Research & Media Development, to the 4A's Annual Leadership conference, in which he calls for a renewed industry effort to achieve cross-platform media metrics. He criticises its indifference to date, believing that the prospect of cross-media data is no nearer that it was five years ago, which will cause real problems for the media industry. "If you can't measure something, you can't sell it," he says.

Summary
Discussion of TED's Ads Worth Spreading initiative, from the 4A's "Transformation 2011 conference in Austin, Texas. The goal, according to the organization, is not just to recognize creative brilliance but also to raise the standards for advertising, online and beyond. The competition encouraged non-traditional broadcast work from all over the world, with entries as long as 10-minute narrative spots. Ads discussed include The Topsy Foundation's 'Selinah', Dulux Walls' 'The Let’s Colour Project', the 'Born of Fire' Super Bowl spot from Chrysler and 'The Infinite House' from Hornbach.

Summary
This report focuses on a panel session at the 4A’s annual Transformation conference featuring P&G's Charles Chappell. He talks about the company's increasing use of crowdsourcing and co-creation strategies for its brands. He describes specific initiatives for Hugo Boss and Tide, as well as a new plan to leverage online reviews and ratings of all P&G brands. However, he cautions that marketers should remain the ultimate arbiter over which crowdsourced ideas are adopted.

Summary
The address of Keith Weed, Unilever’s chief marketing and communications officer, to the 2011 4A’s Transformation Conference in Austin, Texas is the focus of this report. Weed believes that marketers should immerse themselves in digital media and new platforms if they are to truly understand them. “If you’re not going to be a great digital marketer, you’re not going to be a great marketer at all,” he argues. He demands that Unilever's marketing should deliver "always-on, cost-effective, quality content". An example he cites is a Dove for Men campaign which centered on the Super Bowl-winning quarterback, Drew Brees. He also stresses the importance of adapting and responding to different markets and their infrastructures; for example, exploiting mobile marketing in India, where mobile has much higher penetration than other digital platforms.