1、AWNY 2022 Rewind 5 themes emerging from the Advertising Week NY 2022 conference IntroductionThis year the Advertising Week conference returned to New York setting up shop in a new venue,The Market Line in the Lower East Side,and offered ever-more extensive programming,across 28 tracks on 10 differen

2、t stages.The content reflected an industry at work to navigate a quicky evolving consumer and cultural context,cope with an increasingly fragmented media landscape,find new ways to earn attention and explore the next generation of immersive experiences,including the metaverse which had both serious

3、advocates and skeptics.While part of the programming was focused on navigating this change,several speakers pointed out how there is still a lot of work to be done if the industry wants to live up to the commitments to diversity,equity and inclusion made in recent years.Our strategists captured key

4、insights from the speakers and identified major trends emerging from the conference.5 key themes:Customer Centricity Requires Integrated Brand Solutions Innovating Advertising in a Fragmented Media Landscape Grounding Innovation in the Basics of Storytelling to Make It Effective Building a More Incl

5、usive and Sustainable Marketing Industry The Metaverse:From Gaming to the Next Internet2AWNY 2022 REWINDTheme 1:Customer Centricity Requires Integrated Brand Solutions Never forget the importance of brand storyWhen marketers talk about commerce,its easy to focus on tactical media strategy.On the oth

6、er hand,brand story is less commonly an area of focus in the design of commerce experiences.Its interesting then that several sessions showed the impact of storytelling throughout all parts of the journey not only up-funnel,but especially at purchase.So,even at a time when we expect that rational de

7、cision-making rules,carrying through with the brand story is what makes so many in-the-moment intercepts drive towards actual purchase.Chris Hogue,Chief Strategy Officer of CX&Commerce at Merkle,specifically noted that while social creative is typically used for inspiration,clients see greater succe

8、ss when they use influencers to exemplify elements of the brand story.Doing so makes social commerce move beyond an impulse buy because its never just an impulse when theres meaning attached.The success seen when aligning story with commerce holds true across categories,across B2B and B2C audiences,

9、and across short and long customer lifecycles.Several brands called out their specific approach:Kith does this by playing on peoples nostalgia,Saatva Mattress doubles down on its handcrafted,premium quality commitment,and Microsoft focuses closely on customer empowerment.Remembering this alignment i

10、s surely to marketers benefit.Across the hundreds of sessions at AWNY,its no surprise that many conversations had a keen focus on consumer-centricity.From brand storytelling to hyper-targeted new media technology,marketers missions are similar:to connect with their audience,strengthen brand/customer

11、 relationships and drive to engagement and transaction.Attending the event with this customer-centric lens made us reflect on 3 major themes tied to connection throughout the journey.AWNY 2022 REWIND3Data is far better with a human layer AWNY speakers agreed that data is the fuel for marketing succe

12、ss,but many cited a clear risk that too much data can lead to too much automation.To avoid this risk,experts flagged the importance of human interpretation of data,especially the highly valued first-party data sets.In What Is the State of the Art in Customer Journey Marketing,leaders from BCG and ID

13、EO discussed having a human layer resting on top of AI to best spark the consumer-brand connection.Their experience shows that successful customer journey marketing begins with a teams hypotheses,transitions to data interpretation,and is finally filtered through a human-insight lens before acting on

14、 data-driven findings.BCGs Lauren Wiener talked about understanding customers through behavior data on Starbucks mobile app and IDEOs Oonie Chase talked about understanding Pharmacy patients through in-depth interviews.While personalization is key throughout the customer journey,marketers dont want

15、to get so personal that interactions seem creepy.By putting a human decision maker in the mix,brands safeguard against excessive automation and ensure insights are used for impact.Mike McGarry,VP of Brand Marketing at Shake Shack knows this well.In fact,he couples data with human insights so an othe

16、rwise creepy interaction is actually one of serendipity.He shared how Shake Shack used AI to create hospitality moments using their drive-thru technology:a camera can detect if a dog is in the customers car,and a Shake Shack associate adds a surprise dog biscuit gift as a delightful guest experience

17、.At dentsu,weve similarly seen through our Consumer Vision research that 8 in 10 consumers would like more control over the personal information that they give to companies.Last weeks AWNY sessions confirm that top marketers have more impact when they apply a real human interpretation to data-led pe

18、rsonalized experiences.4AWNY 2022 REWIND5AWNY 2022 REWINDSuccessful organizations collaborate closely and limit siloes In his keynote speech What 30,000 Consumers and 20 Experts Tell Us About the Future of Retail,Jeff Greenspoon,President of Global Solutions at dentsu,highlighted that unifying data

19、is key to fueling personalized experience that consumers demand in todays connected world.Moreover,personalization at scale requires the ability to connect data from various customer interactions to build insights that drive brand relevance and incremental value in real time.Likewise,many sessions n

20、oted that interconnectivity of data sets is crucial to understanding and optimizing the customer experience.Speakers highlighted the importance of breaking down organizational silos to drive the best results.When SMEs collaborate across the business(i.e.,Digital,Engineering,Design,Product,Innovation

21、,Data,etc.),marketing leads find their audiences cross-channel journey is not only clearer it can be used to identify brand opportunities against audiences true needs.In the same way that everything is so connected in customers lives,the best organizations have no internal divisions that inhibit gre

22、at work.The best marketing leaders find a way to integrate purpose,experience,and operations in service of successful sales.“It takes discipline to sift through and find meaningful insights that are actionable,but when we apply these insights to guest data and connect the dots,we find new opportunit

23、ies for hospitality moments and guest feedback is through the roof”-Mike McGarry,VP of Brand Marketing at Shake Shack What Can Brands Do?Make sure commerce campaigns arent so focused on conversion that they omit all traces of brand story.Purchase is a phase of high customer receptivity.Beyond a mean

24、s to an end,its an opportunity for brand building.Always keep a human decision maker embedded in the data loop.This will ensure that,while automated,interactions dont come across automatic,and insights can layer onto data to inform new and impactful marketing opportunities.Integrate marketers across

25、 the business and if youre a marketing lead whos having trouble,then start reaching out to your CIO or CTO to bring data to the fore-all in service of a great customer experience.Further Reading/Viewing:Retail 2030(dentsu)Future-focused innovation is no longer just a nice-to-have(dentsu)The Myriad B

26、enefits of Personalization at Scale(Merkle)6AWNY 2022 REWINDTheme 2:Innovating Advertising in a Fragmented Media Landscape Right time,right place right mindset!In the past,advertisers used contextual targeting as a proxy for the audience they wanted to reach,applying preconceived notions that men wo

27、uld be scrolling ESPN.com and women would be searching for home and garden solutions on BetterHomes&Gardens.Now we know this is an inaccurate strategy(and arguably presumptuous and unethical),but theres another big miss.Even if media targeting is delivered at the right time,right place,to the right

28、person-the consumer may not be in the appropriate mindset to receive the message.How consumers are feeling in that moment,makes all the difference,and AI-powered contextual targeting can help bridge that gap.As Brian Danzis,Managing Director,USA Seedtag mentioned in the How AI Will Unlock a New Era

29、of Advertising session:“Contextual targeting means delivering ads in a personalized way,not based on your age and gender,but on what you care about.What you want to see is what matters in that moment.”Advanced contextual targeting technology uses content retrieval technology and machine learning to

30、pinpoint the right contexts wherein the consumer will be in the right mindset to receive the advertisers message.This helps advertisers direct their message to receptive consumers in a much more relevant and personalized way,marrying context with intent signals to reach receptive consumers with mess

31、ages that take into account both environment and emotion.This is one way in which brands can shift their focus from identity-powered personalization to AI-powered personalization.Growing restrictions on consumer privacy will make it more challenging to identify and engage the consumers we confidentl

32、y know via cookies,so advertisers must lean into predictive technology to find their ideal prospect and present the relevant message.Its indisputable that consumer behavior,media consumption,and marketing effectiveness have dramatically transformed over the past 2 years,resulting from an upheaval of

33、 lifestyle and cultural norms.Audiences have become harder to reach-and the ways to reach them have become countless.In this context,marketers need to quickly come up to speed on new technologies that are more effective in this environment and develop new playbooks that complement these capabilities

34、.AWNY 2022 REWIND7 7Is adaptive creative the future of targeting?In recent years,digital advertisers have underplayed the value of probabilistic modeling(using statistics to predict the potential occurrence of future outcomes of messages delivered to the target audience)and leaned more towards deter

35、ministic modeling,which is based on personally identifiable data.That is changing with the rise of AI which is built on probabilistic principles.Dynamic ad platforms built upon AI(probabilistic)personalization are now widely available and changing the game.These solutions deliver smarter and richer

36、dynamic native ads,continually optimized for performance.The models absorb contextual signals and surroundings,plus consumer response in various environments to learn and optimize in real-time,producing consistently higher attention,time spent,and memorability.Emerging adaptive creative solutions al

37、low advertisers to counteract some challenges of cookie loss with smarter and more effective messaging;thus,significantly enhancing their favorability,ensuring that ads are being associated with relevant content,capturing attention,engaging more consumers,and producing positive reactions.8AWNY 2022

38、REWIND9AWNY 2022 REWINDData collaboration helps brands fill the gap in consumer intelligenceThe data that may be most powerful to understand and target your audiences may not come from publishers or programmatic partners,but in fact other advertisers.Due to increased federal and state regulations on

39、 consumer data privacy,third-party data is losing favor and traction.To fill the gap in consumer intelligence,brands are increasingly open to collaborating with others around first-party data.To do this,brands across categories are moving toward multi-party clean rooms to enable sharing and merging

40、of data in a secure and compliant way.These neutral spaces enable brands to gain richer,more accurate consumer understanding without relinquishing control and while adhering to GDPR and CCPA guidelines.Once first-party data sets are aggregated,partners can compare high-value audiences to develop pro

41、ducts and campaigns that speak to overlapping needs.Early to the game,travel and finance brands forged pathways towards cross-brand data collaboration to develop co-branded credit cards.CPG and retail advertisers are rapidly following suit.Collaborated data sets also amplify creative decisioning and

42、 effectiveness by providing brands with a wider view of audience needs and wants.The obvious challenge is the heavy lift of creating and managing these environments,but innovative data cloud platforms like Snowflake streamline the process.Companies like AT&T and Krogers 84.51 leverage Snowflake to b

43、reak out of their centralized repositories,grow smarter about their customer base,and take on a lions share of engineering and maintenance freeing up focus for media innovation and marketing strategy.For the last 15 years,weve been obsessed with what I call forced personalization where we as the mar

44、keter decide whats going to be personalized for the consumer.But hundreds of millions of consumers are already self-personalizing their own experiences through augmented reality.-Jake Moskowitz,Head of Data Strategy&,The Emodo InstituteWhat Can Brands Do?Lean into whats possible and not whats ava

45、ilable.Once considered out of reach,AI is now accessible and affordable,and its critical for advertisers to consider emotions as well as the time and place.The future of AI and targeting will not only lend itself to a more intelligent contextual platform,but also,somewhat ironically,a more human,emp

46、athetic and emotional experience for consumers.Advances in Artificial Intelligence and Machine Learning have made probabilistic modeling much more accurate than it used to be,for both targeting and dynamic creative.Dont underestimate the ability of this strategy to boost engagement and effectiveness

47、.Test into adaptive creative and allow the model and the consumer to signal what message is right in the moment.While consumers engage with brands within their universe of interest,brand safety is at the highest level.Finding moments for data collaboration is the next vehicle for meaningful partners

48、hips and campaigns.To gain incremental consumer intelligence,its critical for brands to select partners with not only similar core beliefs,but complimentary value exchange for the consumer,and with clean,complaint data sets to ensure high data quality and fidelity in this shared space.When standing

49、up a clean room to house this data,resist the temptation to overstretch.Further Reading/Viewing:The Cookieless World 2022 Update(dentsu)Brand EQ Report 2022(Carat)Unlocking the Currency of Attention(dentsu)10AWNY 2022 REWINDTheme 3:Ground Innovation in the Basics of Storytelling to Make It Effective

50、Chose the canvas that best speaks to your audience Several presentations highlighted the importance of understanding your audience,taking advantage of the nuances of the medium in which youre communicating,and above all,remembering why youre telling your story in the first place.Its important to kee

51、p these principles in mind when choosing the canvas to tell your story.Its easy to fall in the temptation of assuming that the trendiest technology will provide the best canvas for your message,but often that is not the case.In the No Canvas Too Small session,American Express VP of Global Advertisin

52、g and Social Media Allison Silver discussed going through this exercise in developing the concept of turning Platinum Cards into artist-designed works of art:when crafting your story,ask yourself“What is our audience looking for?In other words,what are their motivations and ambitions?What are they h

53、oping to gain?”In this case,it was distinction and confirmation of status which the product itself,a rectangular piece of plastic that fits in your wallet,conveyed better than a next-gen immersive environmentOur industry has a habit of salivating for the next big thing.The hype directed at the metav

54、erse today is not unlike the hype weve seen surrounding virtual reality yesterday,and QR codes prior to that.For marketers the challenge is walking the fine line between experimenting early in order to be better prepared for the opportunities that innovation brings to bear while not making the mista

55、ke of thinking about innovation only in terms of technology adoption for technologys sake.The basics of storytelling help us ensure we are putting innovation at the service of a human truth,rather than simply latching onto the next big thing.Its no wonder,thus,that storytelling was a major theme thr

56、oughout the AWNY conference.11AWNY 2022 REWIND11New technology should expand the world youre buildingWith so many ways to reach consumers,the basics of storytelling are as critical as ever.As discussed in the session The Impact of Storytelling on Culture,advertising is at its most powerful when it l

57、ives beyond the moment of viewership and breaks through in our lives turning into a moment in culture.However,often moments in culture get mistaken for PR-able moments,with brands looking for headlines describing them as the first to use a new medium in an effort to be perceived as innovative.Adopti

58、ng a new medium or a new technology platform makes most sense when this maneuver allows you to expand the world of the story you are telling in a way that would not be possible otherwise.For example,in the From Screen to Page session Marvel Studios gave a good example of how they used QR codes in th

59、e Disney+show Moon Knight to allow viewers to expand their knowledge of the comic book characters.This is a good example of adopting a mindset where the medium is at the service of the story and the audience,rather than vice versa.12AWNY 2022 REWIND“You dont need big budgets to make big impact”-Mark

60、 Douglas,MNTN CEO What Can Brands Do?Powerful storytelling can be as simple as communicating your founders story in a tweet,to as complex as creating a high-production cinema-length movie as your medium.The canvas you choose should be based on your audiences motivations rather than what is trendy.Yo

61、u dont need big budgets to tell an effective story and make a genuine emotional connection with your audiences.Storytelling can be essentially free.Ground your plan in the world you are looking to build through your story and the place in that world that,as a brand,you can authentically claim.The pl

62、atforms and media that you chose to execute that plan should contribute to expanding the world of the story,rather than simply sensationalizing it.Further Reading/Viewing:Speak with Impact,Allison ShapiraStart with Why:How Great Leaders Inspire Action,Simon SinekThe Power of Modern Creativity:Insigh

63、ts for Today and Tomorrow(Dentsu Creative)13AWNY 2022 REWINDTransparency Builds Trust Trust in brands continues to get questioned with two thirds of consumers suggesting they dont trust the brands theyre using today.In the Marketing as a Force for Good session it was brought up that when college stu

64、dents were asked what marketing is,their response was that“marketing is a con game”.Unfortunately,this is the stark perception of the next generation that needs to be addressed.Communication is never the core issue marketers face.Trust is.And trust is a process that needs to be built.Brands must con

65、sciously invest in earning and building trust and transparency is critical to that.Consumers are calling for brands to disclose information about their actions in response to social issues and about their business practices:transparency breeds accountability,which is a big part of what drives change

66、 and improved results.An example of this is Best Buy:women and people of color now represent 60%of its leadership and it has recently hosted a three-day inclusive media summit through which it connected with several diverse-owned media providers to whom it has committed to allocate 10%of its marketi

67、ng budget by 2025.Ultimately,strengthening consumers trust in your brand depends on this;rather than seeing transparency as an onerous responsibility,marketers should look at it as an opportunity.14Theme 4:Building a More Inclusive and Sustainable Marketing Industry Building a better world through d

68、iversity and inclusion can help accelerate real positive change and help protect the planet for generations to come.An inclusive culture with more diverse communities and the voices they represent is a powerful driver of resilience because it helps solve complex problems,manages risk,and spots new o

69、pportunities.Many of the sessions at AWNY 2022 highlighted the importance of a shift in consumer expectations,and how brands can no longer continue to be a force for progress without an inclusive approach.Enabling sustainability was another consistent thread of conversation:the impact brands make to

70、day is as important for the present as it is for future consumers,and marketers must continue to refine and reevaluate measures of success against this horizon.AWNY 2022 REWIND15AWNY 2022 REWINDMake a True Commitment,Now U.S.consumers are insisting that businesses stand up and make an impact for our

71、 future.Yet 68%of consumers worry that brands are involved in social issues just for commercial reasons,that theyre checking a box versus making real positive change.What marketers do has to go beyond the proposition of the business they work for.A message that came through loud and clear throughout

72、 the programming at AWNY was that this is the“age of positive impact”:brands must go beyond their purely commercial mandate and inspire real action and positive change.Purpose-driven marketing has been a big focus in the industry for several years now,but its evident to many that theres still a gap

73、between intention and action.Several speakers remarked its no longer about creating a plan for the future,but rather about acting now.Mastercard is an example of brands infusing societal causes into their business,supporting Black-owned small businesses,creating cards for blind consumers and true na

74、me cards to allow transgender consumers to display their chosen name.Google is another one,driving change by offering eco-friendly map routes,hotel offers or flights with lower emissions.Beyond their own commitments as a business,theyre empowering people to make better choices with their tools.Addit

75、ionally,their marketing messages are also being turned into an instrument of change,by showcasing people cycling rather than driving in their ads to inspire a shift in behaviors.Ultimately,marketing for good is not only meaningful and profound,but it will also be good for your business.Expand What W

76、e Define as Measurement Today,brands are expected to acknowledge that consumers are driving their business forward,and that their wants and needs from brands have shifted.As remarked in the Investing in Inclusive Marketing session,this means brands need to set a new standard of incorporating princip

77、les of diversity,equity and inclusion into their marketing-from team composition,communications and brand experiences to media spending,partnerships and measurement.Setting a new standard goes hand in hand with applying a beginner mindset to testing,as well as removing any bias marketers historicall

78、y had.Ultimately,to truly effect change as an industry,brands need to review the entire measurement system,stop focusing on short-term sales,and instead think about long-term metrics:brands must get past performance in the traditional sense and start thinking about engagement,future sales,impact,the

79、 lifetime of a consumer,and what lifestyle means to them when they pick a brand.Beyond big statements,living up to commitments being made requires substantial effort:as Lisa Torres,President,Cultural Quotient noted“yesterdays price is not todays price and brands must prove their shifting focus towar

80、ds purpose through the allocation of their budgets,which is the stumbling block several clients are getting hung up on.”AWNY 2022 REWIND“Marketing is a con game:this is the perception of the new generation that are going to enter the field.”Raja Rajamannar,Chief Marketing&Communications Officer,Mast

81、ercard 16What Can Brands Do?Build a diverse network to ensure youre speaking with authenticity.Understand the value and benefits you can add to that community,to build trust and transparency.Infuse a societal cause into your business NOW,but also with an on-going long-term goal.Dont think of this as

82、 a PR stunt,but as creating a positive impact for the future.Reevaluate your measurement system and continue to define and learn to build for the future consumer,not only for the consumer you have today.Further Reading/Viewing:The minority media wealth gap:An unmet opportunity for brands(dentsu)Cann

83、es 2022 Rewind:Creativity as a Change Agent(dentsu)Diversity,Equity and Inclusion Report 2022(dentsu)17AWNY 2022 REWINDTheme 5:The Metaverse-Beyond Meta,to the Next Internet From gaming as subculture to gaming as mainstream culture Gaming used to be seen as nerdy,anti-social,teen activity until the

84、rise of the smartphone and broadband mobile internet made it accessible to everyone,everywhere.With over two thirds of the U.S.population now playing a game weekly and self-identifying as a gamer,we are all gamers now.While consumers see gaming as a strong outlet for escapism and relaxation,they are

85、 also drawn to it by the need to seek community and shared fun.Gamings social dimensions,with game tokens and virtual goods serving as social currency and in-game chats serving as hangout joints,came to be deeply appreciated during the pandemic when people were forced to seek meaningful connection v

86、irtually and found that in games.More importantly,compared to social media environments,gaming triggers mostly positive emotions and enables authentic connections,even when the interactions are happening through avatars.It can also be hugely inclusive,allowing people from diverse backgrounds,motivat

87、ions,and skill levels to participate the way they want to.As a result,a significant shift that happened over the last two decades has been the explosive rise of multiplayer online games,especially in the younger sub 35 age group,with a third of the U.S.population paying attention to Esports tourname

88、nts such as Call of Duty and League of Legends.As mentioned in the Rivalry or Co-op:Traditional vs Esports session,with the mainstreaming of gaming culture,games have now begun intersecting with the real world,leading to the rise of new Esports like The Drone Racing League that combine elements of v

89、ideo gaming and traditional motor sports to create an entirely new sports discipline.As Web 3.0 technologies gain traction,these social experiences are going to get even more supercharged.The unfolding story of the metaverse is best understood through the lens of gaming which has been and continues

90、to be the primary driver for the development of many of underlying technologies and protocols of the metaverse,with interactivity,real time community,digital assets,persistent environments,and interoperability emerging as the core pillars.While the Advertising Week 2022 conference also surfaced the

91、confusion and lack of collective understanding of terms such as the metaverse and Web 3.0,there are some clear and present cultural shifts that marketers need to take notice of and begin exploring.18AWNY 2022 REWIND19AWNY 2022 REWINDFrom experiences to environments Games such as Fortnite and Roblox

92、have been at the forefront of creating the early versions of the metaverse for the past decade or so.The persistent,always on virtual environments of the games and the content that they enabled users to create and share with each other,turned these games into massive virtual hangout places with comm

93、unities from around the world interacting in real time.So,a Fortnite user today is likely to check in,after school or work,with her friends to discuss the day rather than to necessarily play any game.In other words,these environments are the interactive equivalent of the traditional village square o

94、r the suburban shopping mall with increasing value being derived from the pure social presence and interaction amongst users.The experiences within these environments are designed to heighten and amplify the appeal of the environment itself.As discussed in the Gamings Creator Economy:Marketers Gatew

95、ay to the Metaverse session,within these environments,every user is also a creator,creating,trading,and sharing digital goods as part of the socialization rituals.It is also a place where traditional norms of intellectual property are pushed to the boundary with blending of what would be otherwise c

96、ompetitive IPs-think Marvel and DC together.This is a massive departure from norms of the existing digital world where individual sites and properties create and control their IP and allow users to engage with those assets through carefully choreographed experiences.This is going to be a huge challe

97、nge for brands who will now need to tread the fine line between giving up control and ensuring brand safety even more carefully.And unlike running the same campaign across thousands of sites,in the metaverse,brands will have to think of custom creating campaigns for specific properties and adopting

98、the language of the environment and the community.In the world of the metaverse,context will be as important as,if not more than,content and brands need to think in terms of the environments they can create or enhance with their presence.From consumers to creators Early metaverse environments such a

99、s Fortnite are built on letting users become co-creators of the game,adding to their own and others experiences.This again is a big shift from traditional thinking of users as passive consumers of content to users as creators and sharers of their own content.In other words,the vision for the metaver

100、se is intrinsically tied to the notion of provoking user IP creation,thereby paving the way for further growth of the creator economy,through the trade of new forms of social currency.While virtual goods and tokens have always existed as part of games,they have taken on a new life through Web 3.0 te

101、chnologies in the form of non-fungible tokens,or NFTs,a technology built to secure the intellectual property of the individual creator.NFTs allow users to not just create within a given virtual environment,say an avatar or the clothes of the avatar,they also allow them to be traded and sold in marke

102、tplaces.As discussed in How the Creator Economy Will Disrupt the Metaverse,Web3 and All Media,this democratization(and enablement of monetization)of user creativity also gives brands an unprecedented opportunity to open up their brand worlds for users to create from,similar to what forward-looking b

103、rands such as Coca Cola and Nike have already done.Allowing creators to seamlessly share their creations across social platforms such as TikTok also gives brands the opportunity to participate in and shape popular culture.AWNY 2022 REWIND“How you partner with creators in an evergreen,long-term relat

104、ionship is going to be foundational for metaverse experiences”-Jimmie Stone,VP,Head of Creative Shop,North America at Meta 20What Can Brands Do?Experiment early to build your metaverse muscle.You need to think of the metaverse as a journey,not a destination.This means there exists a spectrum of oppo

105、rtunities for you to play in,depending on your experience and maturity level.At the base level,get your existing digital capabilities fully in place so that users can seamlessly navigate within and across your digital ecosystem.You also need to ensure that your connectivity to social platforms is bu

106、ilt such that users can experience and share those experiences seamlessly.The next step is to begin engaging with users as creators and experiment with world building using Augmented and Virtual Reality technologies.As Jimmie Stone from Meta Creative Shop put it,this is a muscle that you need to dev

107、elop over time as you will have to define what you are willing to let go and what you need to control.Experiment within existing environments first and learn the new metrics that matter.And once you have become comfortable and have built a presence in communities,build out your own brand world like

108、Gucci and let people live inside your tagline.Further Reading/Viewing:The Metaverse Explained in 14 Minutes,Matthew BallSilicon Valley is Racing to Build the Next Version of the Internet.Fortnite Might Get There First(Washington Post).For the Game(dentsu)At the Edge of Esports:Drone Racing League(Es

109、ports Observer)Traditional Sports Look to Gamers to Reshape Viewers Experience(WSJ)Fortnite Creators Epic Games Store Launches First NFT Game(Decrypt)21AWNY 2022 REWINDClosing Thoughts22AWNY 2022 REWINDAt a highly transformative time,brands are demanded to experiment with new technologies and new fr

110、ameworks to be ready to enable the next category of experiences before they become expected by consumers.However,early adoption for its own sake does not guarantee innovation,progress,nor success.This is why,among spirited discussions regarding how the landscape is transforming,we see an insistence

111、on proven,almost archetypical organizing principles:brand building through storytelling to claim your purpose and business propositions place in the world;tighter organizational alignment at the service of customer centricity;a reset on what success criteria look like and how tools and measurement n

112、eed to be re-instrumented accordingly.Injecting these principles in future-facing strategies is the key to making innovation efforts provide valuable learnings for growth and good.Thanks to Our Contributors:Anne St.Pierre VP,Integrated Strategy Asha Cowell Director,Integrated Strategy Fiona Micoleau

113、 Sr.Manager,Media Content Writer Jack Boitani Director,Content Development Jackie Mockridge Mattina,EVP&Head of Audience Insights Jeff Tan EVP,Strategy and Innovation Prashant Ramachandran SVP,Integrated Strategy LeadPart of the dentsu group,dentsu international is made up of six leadership brands-C

114、arat,dentsuX,iProspect,Isobar,dentsuMB,Merkle and supported by its specialist brands.Dentsu international helps clients to win,keep and grow their best customers and achieve meaningful progress for their businesses.With best in-class services and solutions in media,CXM,and creative,dentsu international operates in over 145 markets worldwide with more than 45,000 dedicated specialists.About dentsuTo speak with our client services team,please contact our Chief Client Officer:Ida Rezvani:Ida.R Contact Us