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Last week, the MWWTalks series continued with Campaign. Now entering its 50th year, Campaign provided insight into its success in 2017 and plans for the year ahead.

The Campaign team turned out in force to present to a packed room of tech, publishing and marketing professionals. Gideon Spanier (Head of Media), Jess MacDermot (Business Director, Campaign UK and US), Rebecca Carles (Account Director) and Edward Craig (Head of Content Labs) all discussed what the changes at Campaign mean for PRs and marketers. We’ve put together a breakdown of the key talking points:

Campaign is a global network 

Gideon Spanier, soon to be Global Head of Media, reiterated that Campaign has the resource to deliver to a global audience and should be considered a global network. Campaign’s global partnerships with event organisers such as Dmexco, enforces a global strategy to offer more creative ideas at events. The team aims to attract more partnerships with global organisations in the coming years.

Creativity is at the forefront 

In a crowded marketplace, it is essential for creative content. Campaign’s Content Labs creates engaging content for clients to hit specific KPIs, for instance lead generation. Working around its three parameters: digital, live and print, the Content Labs team engages its clients’ audience and tailors content to reach their specific goals.

It’s all about the ‘why and how’

Jess highlighted that the team is working on moving from ‘when and where’ to ‘why and how’. This is evident with the monthly print edition instead of weekly. From the feedback in the audience, it’s proving a success

What can we expect to see from Campaign in 2018?

o   In addition to plans for Cannes, Media 360 and Media Week, Rebecca Carles shared ideas on a more ‘light hearted’ take on events with ‘Campaign Underground’. Taking place next in April 2018, this will entail unusual venues, food experiences, tattoo artists with ‘Ted Talks’ style sessions.

o   In the print edition, there’ll be a greater emphasis on the humour and fun that fills the industry, taking a more light hearted approach.

o   Diversity within the marketing industry will continue as the team expressed its passion for the matter.

Campaign has big plans for 2018 and there is plenty of opportunity for media, marketing and tech professionals to get involved with its editorial content, attending events and partnerships. The team is delivering a global audience and with this comes the search for high quality and unique content on relevant, industry issues.

If you’re interested in working with us for the next MWWTalks, please get in touch:

Patrick Herridge

E:pherridge@mww.com

T:020 7046 6080

Blog post by Rosie Smith, MWWPR

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