Three key takeouts from The Guardian Changing Media Summit

Chiara Manco

Marketers need to reflect the world as it really is, to better appreciate the value or print media and to collaborate on data challenges.

The Guardian Changing Media Summit covered a wide range of topics - including programmatic, transparency, sex technology, bitcoin, hashtags, VR and AR, cyberattacks and data - but a common thread was that advertising should focus on being human, that marketers should connect with people by empathising with them, speaking their language and reflecting their world. This last point is, according to consultant Cindy Gallop, one of advertising’s main responsibilities.

Reflect the world as it really is

Founder of co-creation platform IfWeRanTheWorld and sex-video-sharing website MakeLoveNotPorn, Gallop spoke of the need for advertising to move away from stereotypes and reinvent what...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands