From April 25 to May 1, several of our students had the opportunity to tour and network with some of the world’s leading advertising companies during this year’s TAI creative NYC trip which serves as a discovery class. Dr. Mark Allen and Professor Willie Baronet planned and led graduate and undergraduate students in this unique immersive advertising experience.
“As always it was an inspiring and productive time in New York where we took our students to some of the best agencies in the world. Watching them meet our alums and seeing the amazing work they are producing is always a magical experience for me. This year we visited Anomaly, Ogilvy, Momentum, Walrus, NBC Universal, Kenneth Cole Studios, Translation and more!” – Willie Baronet
The first stop on the tour was Johannes Leonardo, a creative firm that encourages customer involvement on behalf of companies. TAI alum Tessa Conti gave us a tour of the distinctive JL church-style facility and updated us about her work with clients including Adidas, Amazon, and Kraft. Later on in the day, we went to Translation with Kaleb Mulugeta, a TAI graduate, and had breathtaking views of the Brooklyn Bridge. AdAge has named Translation the 2022 Agency of the Year and included it on their Agency A-List.
We began our Friday morning at Kenneth Cole Studios, where Maria Cuomo gave us a tour of the facility and shared some of Kenneth Cole’s advice. Despite being a fashion business, we learned about in-house advertising and the brand’s deliberate adherence to its identity. Amol Rana gave us a fascinating tour of Google and displayed some of his YouTube commercials. We had the opportunity to speak with several alumni for a Q&A session at the end of the week, during which we asked them questions regarding their post-college and professional lives and received some incredible advice.
The plan for the weekend was to visit Central Park, see shows on Broadway, and visit museums like the Whitney and MOMA in order to thoroughly immerse oneself in NYC life.
On Monday, we had a great start to the week by going to Momentum Worldwide, here they served us NY way. We learned everything there is to know about experimental advertising, which is the practice of leveraging technology to improve the human experience while creating memories for brands. Former TAI alumni Jordan Chlapecka and Allie Hartman talked about their experiences working with companies like Verizon, Nike, Coke, and AMEX. Next, we visited Ogilvy, where we met up with Helen Rieger and Morgan Hoff, two former SMU students. They were able to demonstrate several projects they had completed for Verizon, Nationwide, and Coca-Cola, but they also gave us advice on how to approach uncertain circumstances proactively when things could change unexpectedly. Deacon Webster’s Walrus was the final agency visit of the day, during which he explained his strategy of being calculating but yet humorous. We concluded Monday night with the senior dinner, where Willie and Mark gave inspirational speeches and many of us shed tears as our seniors begin a new chapter in their life.
On our last day, we began with a visit of the SNL and Jimmy Fallon sets at NBCUniversal. Michael Reidy, an SMU alum, welcomed us with breakfast before the panel discussion began. The panelists stressed that while our creativity will make us stand out, we must also enter this phase of our life with passion and resiliency. Eric Damassa led the final agency visit of the trip, which was Anomoly. Anomoly strives to cooperate with companies like eos, Ranch Water, and Obie that align with its mission. We concluded the trip with the Alumni Networking Event, where we had the chance to socialize with other alumni who live in the city and sing a few karaoke songs to round off our time together.
Overall, there are not enough words to describe our trip, so be sure to watch our reel on Instagram at @smu.advertising!
SXSW, short for South by Southwest, is an annual week-long event in Austin, Texas featuring sessions from countless industry professionals, film premiers, a creative expo, brand activations, comedy shows, music festivals, and more. Since it began in 1987 it has grown into one of the largest and most influential gatherings in the world for professionals from various industries.
Apart from it’s music festival, SXSW is especially renowned for its conference component, which covers a wide range of topics that include advertising, technology, film, music, and culture, featuring keynote speakers, panels, workshops, mentor meetings, and networking events.
Each year, Temerlin Advertising Institute sends a group of undergraduate and graduate students to Austin as part of a Special Topics class during the beginning of SMU Spring Break. The students are able to attend lectures on advertising trends, emerging technologies, and many of their other interests while also interacting with specific brands through their activations and experiencing first-hand how they use experiential marketing.
Get a quick glimpse at a day in the life at SXSW by checking out this video by TAI undergrads Samantha Brewster and Ava Ingram:
Some Top Sessions:
Although there were so many amazing sessions that it was hard to just choose a few, below are some of my favorite sessions from SXSW:
Beyond the Buzz: Navigating Hype Cycles in Advertising:
Led by Noor Naseer, the VP of Media Innovations and Technology at Basis Technologies, this session focused on understanding and effectively managing the lifecycle of trends within the advertising industry. The core idea revolves around the “hype cycle,” a concept that describes the typical progression of a new technology or trend, from its initial overenthusiasm through a period of disillusionment, and eventually to a more sustainable level of productivity and impact.
Consumers scroll 300ft per day which adds us to almost 21 miles a year. They are always looking for something new and novel. This includes places, people, products/services, ideas, etc. A lot of brand hype is often focused around a brand founder, more than the product itself because they serve as a “hype man.” People love a good story. But the most important part is timing. If you are too early with a product or service, you lose time and money, if you are late, others will grasp the lions share of the benefit.
The goal of this session was to help advertisers decern fleeting trends from those with long-term potential, emphasizing the importance of data-driven decision-making in this process. Some tangible ways to do this include using market signals, analyzing consumer behavior, and using tech and AI to predict which trends will stick. Additionally, Noor discussed the impact of hype cycles on marketing strategies, budget allocation, and the broader implications for brand positioning and consumer engagement.
Building Brands in the Unhappiness Era:
This session was a panel discussion with executives form Spanx, Olipop, and DailyPay where they discussed creating joy and building measurable increases in people’s wellbeing. It tackled the challenges and strategies for brand building in times marked by widespread consumer unhappiness and distrust. This era is characterized by economic uncertainties, political turmoil, social injustices, and environmental crises, which have collectively led to a decline in consumer optimism and trust in institutions, including brands.
The session explores how brands can navigate this complex landscape by adopting more empathetic, transparent, and value-driven communication strategies rather than continuing the negative narrative. It emphasizes the importance of understanding the root causes of consumer unhappiness and engaging with audiences in ways that demonstrate genuine commitment to making positive changes. Key themes include the shift from traditional advertising to more meaningful storytelling, the role of social responsibility in brand identity, and the need for authenticity in consumer engagement.
Spanx discussed the increase in responsibilities of working women over the past few years and how there is stressed caused by trying to keep up with it all. They try to create a solution to this by providing confidence inspiring clothing that can transition with working women throughout the day no matter their task. Olipop discussed the biology behind microbiomes and how there may be scientific reasons why people feel bad. They created their product to help solve this. DailyPay tackled the issue of financial uncertainty or anxiety by creating a product that helps people get paid what they have earned on their own terms.
Overall strategies discussed in the session involve leveraging data and insights to better understand consumer needs and expectations, fostering community and belonging through brand initiatives, and using technology and innovation to address societal challenges. The session also highlights the importance of internal culture in external brand perception, suggesting that brands must embody their values at every level of operation to build trust and loyalty with today’s skeptical consumers.
Ultimately, “Building Brands in the Unhappiness Era” provided a roadmap for brands to thrive by aligning with the values and concerns of their audiences, demonstrating a commitment to societal well-being, and finding the delicate balance between profitability and purpose in order to create consumer lifetime value.
Play as Brand Strategy:
This discussion with leaders from Adobe, Lyft, xDisney, and Cogs & Marvel focused on the innovative concept of integrating playfulness into branding and marketing strategies. This approach advocates for leveraging the intrinsic human love for play to create more engaging, memorable, and emotionally resonant brand experiences. The core idea revolved around the notion that when brands incorporate elements of fun, interactivity, and entertainment into their interactions with consumers, they can foster stronger connections, enhance customer loyalty, and differentiate themselves in a crowded marketplace.
Key topics covered in the session include the psychological underpinnings of why play is a powerful tool for engagement, examples of brands that have successfully implemented play into their marketing strategies, and practical tips for businesses looking to infuse play into their branding. The session also explores the balance between maintaining a professional brand image while introducing playful elements, ensuring that these strategies align with the brand’s values and audience expectations.
Some of the ways that play that can be utilized include gamification, interactive advertisements, experiential marketing events, and social media challenges. The discussion emphasized the importance of creativity and innovation in developing play-based branding strategies, as well as measuring the effectiveness of these initiatives through customer engagement metrics and feedback.
The ultimate goal is to provide consumers a place where they feel safe to mess up, where they can collaborate, and feel free, transformed, and rewarded for their time and engagement with the brand.
Activations:
Apart from the sessions there were also a number of super fun activations that TAI students were able to attend. Here are a few:
Sharpie x Papermate:
This activation took over an entire bar on Rainey Street. Visitors who attended were able to use the new Papermate and sharpie pens to draw on the walls, decorate coasters, hats, and bags, and even write personalized postcards to send to their friends and family. You were able to design our own drinks, using the many fun colors, and the bartenders would make your drink based on what you drew. There was also a fun patio area with various activities and a DJ.
Paramount+ Lodge
Taking over another bar on Rainey Street, the Paramount+ activation built up an additional two stories on top of the existing structure that housed various photo ops that were based on shows and movies on Paramount+. The overarching theme was based around a ski lodge feel and visitors were each given a badge when they entered that was made to feel like an exclusive VIP pass.
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LaCroix:
A bit of a walk from downtown, the La Croix house had a fun, summery atmosphere that had many photo ops, a live DJ, a bar to get your own LaCroix mocktail, and workers dressed in cute tennis outfits. Outside you could play in a ballpit pool, play cornhole, or just sit at a table and enjoy a refreshing water. They gave away cute tote bags, pop sockets, keychains, and more.
The Delta Lounge:
Taking over an upscale restaurant, stepping into The Delta Lounge was stepping into extravagance. Visitors were given two drink tickets and were able to sit anywhere at nice tables and booths where they were waited on by Delta staff. You could order delicious, chef-curated bites of their menu, and even grab a Starbucks drink from a corner booth where they featured flavors that could only be found in other countries. They also gave out tote bags, sweatshirts, hats and other fun goodies.
Celebrity Sightings:
There were also a few celebrity sightings at SXSW. These included but were not limited to:
Ryan Gosling on the red carpet at the Fall Guy movieJulie Bowen, in a session on brands leveraging celebrities for impactElijah Wood recording a live episode of his podcast, VisitationsSelena Gomez in a session on mental health discussing her brand, WonderMind
Tips and tricks:
This was my first year attending SXSW and one of the first things I would say when people asked me how it was would be, “overwhelming.” I stand by that. There is so much to do and see that it can be hard to decide where to go. The days can fill up fast, time flies, and you suddenly realize your feet are tired, only to check your phone and realize that you have walked over 7 miles that day without realizing it.
There is a bit of a learning curve, but a few days in, you get the hang of it. Here are a few tips and tricks I wish I would have had going in.
Plan Ahead: Before SXSW starts, take time to review the schedule and map out the sessions, panels, and events you want to attend. They will often be in different hotels or ballrooms so make sure that you plan to have travel time between. Some events and activations are only happening for a few days too, so make sure you take a look at the timing and prioritize so you don’t miss out.
TheSXSW app is a great tool for keeping track of your itinerary and any updates or changes to the schedule. It will also show you on the day of if a session is still open, filling up, or if it is full. This can help you know if you need to hurry up or if it isn’t worth it to walk across town anymore.
Download your schedule to your phone. Online and through the SXSW app, you can star your favorite sessions and events and build your personalized schedule. Once you have done this, you can download your schedule to your apple or google calendar and it will include the event info, times, and locations. This is super helpful for blocking out your schedule, especially when some events overlap or go all day. (I learned this after inputting it all manually for the first few days.)
SXXpress Pass. Some of the more popular SXSW sessions will have an option to claim a SXXpress pass. This pass will guaranty your entry to the session and allow you to go to a separate line that puts you in the front of the queue. The passes get released at 9am the day before the session and can be claimed on a first come-first served basis. So make sure you plan your sessions two days in advance and have your tabs open and ready for when you wake up in the morning in order to have the best chance of getting them.
Check-in: If you are coming into town on Friday, there is a late check in station. I highly recommend going in the evening instead of waiting to go in the morning. There was no line when we went and we heard that the lines were awful in the convention center the next morning. Also, be sure to fill out your profile and upload a profile picture ahead of time that is cropped to be like a headshot or ID photo. If you don’t have a photo or if it is not a clear photo of your face, you will have to take one there on their webcam… and trust me, the lighting won’t do you any favors.
Be Flexible: While it’s important to have a plan, some of the best SXSW experiences come from spontaneous decisions. Be open to changing your schedule based on recommendations from other attendees, intriguing events you learn about on site, or random pop ups or food stations you may just accidentally walk by.
Dress Comfortably: You’ll likely be on your feet and moving between venues throughout the day. Wear comfortable shoes and clothing appropriate for the weather. Check your weather app daily to know if you should pack an umbrella, etc. You don’t have to dress super professional, but make sure you are confident in what you are wearing because you never know who could be standing in a line next to you. Also, I recommend packing a light jacket or sweater to have with you because the temperature in the sessions vary and sometimes it may be a bit chilly.
Stay Charged: With long days and heavy use of your phone for scheduling, navigation, and social media, make sure you have a portable charger and a wall charger. (I forgot mine and I definitely regretted it.) There are some charging stations that can be found throughout SXSW but I wouldn’t rely on them.
Network Effectively: SXSW is a prime networking opportunity with professionals from a wide range of industries in attendance. Don’t be shy to introduce yourself and exchange contact information. Follow up with new connections after the festival to maintain those relationships. If you can, I would recommend having business cards on hand, or setting up a virtual business card in an app like HiHello that people can scan and exchange information with you.
Take Breaks: The pace of SXSW can be exhausting and use a lot of your social battery, so it’s important to take breaks to rest and recharge for yourself. Find quiet spots to relax during the day or take a night to turn in early and get solid sleep.
Explore Beyond Your Field: With such a diverse range of sessions and events, SXSW is the perfect time to explore topics outside your primary area of interest. You might discover new insights or innovations that could apply to your own field.
Stay Hydrated and Nourished: There are people handing out drinks or snacks all over the city. Make sure you are grabbing them when you see them. But make sure to drink plenty of water, not just cocktails and energy drinks, and have snacks on hand. Keeping hydrated and fueled will help you maintain your energy levels throughout the festival.
Takeaways:
Overall SXSW is highly recommended by everyone who went. It is such a fun and unique opportunity to experience new things and learn from top industry professionals. We were able to take away many insights that have already been implemented into student campaigns in various classes. The experience was invaluable.
The first talk we attended during the week was with filled with valuable insights about consumer behavior and it’s impact on marketing, specifically in a digital space. This session focused on BS…Behavioral Science… and how the study of how people make decisions often comes down to default because our perceptions create our reality. Interestingly enough, sometimes, as marketers, we can shape perceptions using techniques like priming.
Priming, has to do with how the brain associates concepts, and it influences behavior. Priming can drive preference and spending. When it comes to using this technique, priming in terms of time has been found to be more valuable and personal. Focusing on time and experience seems to make consumers more willing to spend and less likely to experience the “pain of spending.” Choosing words and phrases that prime behavior takes consideration, research, and insights into how consumers make their decisions. She stated it’s been found that priming in terms of time is more valuable and personal and thus by focusing on these things in initial copy, the typical consumer will me more willing to spend money, and again, less willing to experience that cognitive dissonance and pain of spending…especially if it’s a product or service that doesn’t provide immediate gratification. Prime in introduction copy is also important in terms of pricing because the words and phrases we use shape expectations and perceptions.
Another key tool, with priming, is rhyming, because rhyming, according to Nancy’s research, makes thing seems more truthful, accurate, and credible because it’s easier for the human brain to process and thus “feels right.” For example, we all know a memorable and credible subject and headline can draw people in. Jingles are just rhymes set to music more often than not — think of Folger and Haribo.
We found several concepts within this talk that related and were extremely relevant to Dr. Alice Kendrick’s classes at the Temerlin Advertising Institute. She even has students to rhyming / song writing as an assignment to show how such acts can effect memory of concepts.
We learned that priming and rhyming effect cognitive fluency and that things like alliterations and similes can make this more credible, more memorable, and overall easier to understand. Word play can also help with creating a mental image, helping consumers envisions themselves with the product, especially when it’s not one that provides instant gratification.
Timing was the last major point of this sessions. Priming and rhyming won’t work if the timing is wrong. There are times when consumers are more open to marketing messaging and things like cusps can help prompt people, and salience can make a prompt more prominent. Temporal landmarks are also very important as they are periods that are transitional times or fresh starts. However, Nancy discussed that our future selves can often be strangers and therefore temporal discounting is also to be accounted for. If pay off in the future, for example: education, we have to overcome the need for instant gratification. Getting consumers to see themselves in a future scenario.
This was one of our favorite sessions of the entire weekend and a great way to kick off the week.
Key Takeaways:
People are more likely to do what you want them to if you use the right priming
Words with similar sound are more easily found because the brain like rhyming
New days and fresh starts are key. Though futures are hard to see. It’s all about the timing.
Change is constant, and in the age of TikTok, trends are moving faster than we’ve ever seen. Now, it’s hard to look at the past for success measurement because of how fast things are changing, but these fast micro trends are a result of larger macro ones: emerging technology, increased consumer expectations, shift of power and control to the consumer. Social media, TikTok, is at the center of this, and marketers are challenged to keep up. We learned to understand that the goal is not the jump on trends, but rather to affluenly align your brand with them. With the speed of trends on TikTok, “anyone is invited” says Lorry, and true moments are able to be shown in a way that captures viewers attention…with the help of the heir sound on feature which hinders multitasking.
Despite the fast pace, there are sustainable ways to leverage trends. Simply leaving comments and knowing when to pass where two suggestions for how to leverage trends without investing big dollars. The power of comments is underutilized and a sustainable way to utilize quick moving trends.
Several grad students even had the opportunity to speak with Sprout CMO, Jamie Gilpin (pictured below). They asked her about her referring to TikTok videos as art and the future of search on social platforms.
Teaching Truth In The Era of Book Bans + Banned Books Library
Sumi Cho, Director- African American Policy Forum Cierra Kaler-Jones, Executive Director- Rethinking Schools Nelva Williamson, High School Teacher- Young Women’s College Preparatory Academy Carleen Pickard, Advocacy & Activism Manager- Lush Cosmetics
This session was sponsored by Lush Cosmetics and was led by Carleen Pickard, the Advocacy and Activism Manager from Lush Cosmetics. The panel featured three speakers: Sumi Cho, Cierra Kaler-Jones, and Nelva Williamson.
The speakers emphasized the importance of freedom of choice in a democracy, and how book bans are antithetical to the way a democracy is supposed to function. The most impactful quote that stuck with us from this session was “not all books are for all kids”. This hits home to a core truth- it is imperative for kids to have access to a wide variety of reading material, and it is up to parents to discuss their own boundaries that they want to implement for their family. As a former teacher, I knew I wanted to go to this session and planned part of our day around it. Sarah Jane was not as familiar with this controversial topic as I was, with my background as a middle school teacher prior to starting the grad program at SMU. Sarah Jane learned a lot and was baffled by some of the arguments that parents and politicians put forward regarding books. We also visited the Banned Books Library, which is an art installation at the Austin Hilton designed by artist Karyn Holyk. The installation was truly beautiful and featured books wrapped in white paper, with some titles written on them and others remaining nameless. It highlighted the emphasis that we place on books and the importance of allowing access to materials. Sarah Jane and I both grew up as readers, as we were fortunate enough to have parents that encouraged us to explore the world around us and expand our horizons. We agreed that parents have a right to limit what their own child has access to, but they do not have the right to limit what other children have access to.
This session reminded us of the subject material taught in Dr. La Ferle’s class, Advertising As A Cultural Force. The ethics that come into play when dealing with book bans tie directly to the material we learn in the course. Additionally, the idea of regulation and governmental guidelines are a difficult topic to handle in general, much more so when it comes to education as a whole. For the most part, advertising is a self-regulatory field and requires involvement and “buy-in” from all of the players in the industry. We think that this could be a potential solution to the issues we see in the education field. Politicians and policymakers need to take direction from teachers, not the other way around. If the education system could regulate themselves while partnering with the communities around them, it would increase awareness as to the real issues that teachers face and facilitate real solutions.
Lush Future Shock; Handmade is Our Middle Name
Louise French, Strategy Director- The Future Laboratory Anthony, Compounder- Lush Cosmetics
The Lush House was one of our favorite stops during SXSW. Each day, they had multiple sessions about a range of topics, including: Web3, ethical digital engagement, climate change, digital divestment, and civic participation. Our favorite session was “Future Shock: Handmade is our Middle Name”, where Anthony and Louise from Lush spoke on the value of handmade products in the face of an autonomous future. Anthony, one of the compounders at Lush, did a live demonstration of the process behind making a best-seller: “Angels on Bare Skin”, a face and body cleanser. Louise answered questions from the crowd regarding the future of Lush and her vision for the co-existence of handmade, artisanal products and the tech world. Everyone at the event got to take home a jar of the Angles on Bare Skin cleanser, and we even got to label and package the items ourselves. Sarah Jane and Lo were in the front row (of course) and answered a few questions from the hosts. The event was filmed, so who knows- you might see us on some Lush Cosmetics social channels very soon!
Porsche Collaborations Unseen offered several opportunities for speaking sessions and events this weekend, and we took advantage of several of them: Porsche x Finder, Porsche UX to DX, Porsche x Daniel Arsham. The Porsche UX to DX session was intriguing because they discussed how they use user feedback and consumer involvement to build their product. Not just social listening, but personal user listening that enables them to focus on driver experience, not user.
The Porsche x Daniel Arsham event was something Sarah Jane was extremely motivated to attend because Daniel Arsham has been one of her favorite artists for some time now. His work is inspired by decay, fossilization, and post-apocalyptic visions that have been modernized. His work with Porsche is extensive, but this event debuted his car, the Nebula, which was done in collaboration with Porsche and is Daniel’s take on how the car could have continued through the decades and evolved into a Y2K aesthetic era.
Other Activations and Exhibitions We Loved…
Patagonia
Dolby House
Audible Sound Studio
Plant Music Lounge by PlantWave
Slack
Have A Good Trip
Wonder House
Why a Great User Experience is Key to Advertising
LEGO Play Lounge
Future Collectibles: A Collective Effort to Bringing Luxury Goods to Web3
Throughout our experience at SXSW we attended multiple activations, conferences, and events highlighting not only brands products and services, but the movements they are working on curating. The most prominent examples during SXSW involved brands integrating themselves with their communities based on their mission and story. Increasingly, consumers are more conscious than ever about the brands they choose to support. They want to know more than just what a company is selling; rather what they stand for, their values, personality, and how they are making a positive impact on the world. Brands that can effectively communicate their mission and story have a better chance of building a loyal following and gaining market share.
RokuCity embodied the chaos of SXSW with a 3 floor funhouse, where the visitor is transported into a physical representation of the TV software. Entering in groups, you follow a circuit of rooms, with numerous branded photo opportunities, merchandise, food and accessories including temporary tattoos, face jewels, and purple hair extensions. Throughout this experience there is no mention of the product, until the final room where you land at a living room, followed by an open top garden for a chance to socialize and relax. The event conveyed the personality of Roku, and made a lasting impression on visitors regarding their values, and identity. At no point was the product, price, or details mentioned, however recall for the product, product placement inside, and opportunities for earned media is bountiful.
Porsche, as expected , presented a showcase of car displays; an electric 911, concept future card, SXSW livery model, and an inflatable duck-embedded white 911. However, that ultimately was not the primary focus of Porsche’s house. The car brand used these models as excellent props to gather people at their convention, encourage photo taking, and direct ears to their rolling schedule of presenters who detailed the projects Porsche are working with outside of automobiles, and the other brands and products they’re utilizing and learning from. While select visitors may be encouraged to purchase the car, this was not the sole purpose of the convention so they didn’t focus the car specifics but instead shared the ideas, and knowledge valuable to them. Speakers and shows highlighted the roles Porsche plays in the Arts, Tech and Corporate spheres, and what the brand does besides producing cars.
At the heart of Rainey Street, a University of Texas cookout featuring live music, free barbecue, photo booths, and alumni centers took center stage. Utilizing the prominent attributes of the university and state, visitors were temporarily welcomed into the school’s family, mixing with alumni, staff, and enjoying student driven entertainment through exhibits and music. Like Porsche and Roku, no mentions of the schools cost, reputation, ranking or life is displayed or explicit, rather the atmosphere and intangible qualities of the event are the star of the show. As SXSW is a 21+ event, it is unlikely that prospective students visited this location, however the earned media distributed worldwide post event from family members, friends, & scholarly connections to young academics is invaluable. It also offers an open ‘university’ style event for individuals who haven’t experienced an american, or southern campus, creating a unique touchpoint for potential future consumers.
One of the key benefits of integrating a brand’s mission and story into its marketing efforts is that it allows the company to connect with consumers on a deeper level. By sharing their values and beliefs it can build a sense of community with their customers and create a more emotional connection. This, in turn, can lead to increased loyalty and advocacy. By doing so it help it can also help to differentiate the brand from its competitors. In many industries, products and services can be commoditized, making it difficult for companies to stand out. Focusing on values and beliefs can create a unique identity that sets them apart from the competition. For those willing to make the effort, the rewards can be significant.
In conclusion, the trend of promoting a brand’s mission and story over its products at events like SXSW is a reflection of the changing expectations of consumers, and the recall an experience evokes over a traditional presentation, or advertisement. Ideas and movements, over pieces and products took center stage at SXSW in a world where identity is no longer cache, but the main attribute. Brands that can effectively communicate their mission and story have a better chance of building a loyal following and gaining market share. While it can be challenging to integrate a brand’s mission and story into its marketing efforts, the rewards can be significant for those that are willing to make the effort.
The rise of the creator economy has been one of the most significant changes to the world of entrepreneurship in recent years. It’s a transformation that has seen entrepreneurs and creators shift their focus from building products and services for consumers to building a company with the consumer, not for them. The creator economy is all about storytelling, community building, and social media, and it’s changing the way we think about entrepreneurship.
At the Next Gen Entrepreneur: Rise of the Creator Economy seminar at South by Southwest, experts in the field provided insights into how entrepreneurs can tap into the creator economy and turn their passion into profit. Colin and Samir, two of the experts who are both co-founders of shopify, emphasized that the key to success in the creator economy is building a brand that reflects who you are and what you care about. Your content should be authentic and engaging, and it should resonate with your audience. When you build a community around your brand, you create a loyal following that will support you and advocate for you.
Social media is one of the driving forces behind the creator economy. Platforms like Instagram, TikTok, and YouTube allow creators to share their content with a massive audience and build relationships with their followers. In this new economy, social media is the digital word of mouth. It’s a way for creators to get their message out there and to connect with people who share their values. Social media also allows creators to be authentic and transparent, which is essential in building trust with their audience.
Building a community is another critical aspect of the creator economy. When people identify with a particular brand or product, they are joining a tribe. They’re aligning themselves with a belief system and associating themselves with a group of like-minded people. This sense of community is incredibly powerful, and it’s something that traditional businesses can’t replicate. The creator economy allows entrepreneurs to create products and services that align with their passions and values and attract a community of like-minded individuals.
To tap into the creator economy, entrepreneurs need to focus on their passion. They need to identify what they are passionate about and build a brand around that passion. This means creating content that reflects who they are and what they care about. When entrepreneurs focus on their passion, they can create authentic content that resonates with their audience and builds a community of loyal followers.
Creatives and operators are another essential aspect of the creator economy. Creatives use YouTube, social media, and other platforms to gain a following by creating content. However, they may lack the skills to monetize their brands themselves. To solve this problem, they lean on operators to manufacture and sell their products, building profit for both parties involved. This is similar to creatives and brand managers within the advertising world, where they both lean on each other for help to produce outstanding work.
The creator economy is not just about making money. It’s also about making a difference in people’s lives. Entrepreneurs in the creator economy have the opportunity to create products and services that align with their values and have a positive impact on their communities. By building a community around their brand, they can create a loyal following that will support them and advocate for them.
In conclusion, building a brand in the creator economy is not easy. It takes hard work, dedication, and a willingness to take risks. However, the rewards can be enormous. Entrepreneurs have the opportunity to build a business that reflects their values and interests by focusing on passion, building a community, and leveraging social media, they can turn their ideas into a successful business. They can create products and services that have a positive impact on their communities and make a difference in people’s lives.
The Porsche Activation was an incredible combination of innovation and entertainment. The perception of the Porsche brand is sleek yet transformative, this reinforces the well thought out partnership with Transformers for this event.
Sprout Social x TikTok
The session Ephemeral trend culture is transforming business allowed me to think about more unique ways to implement tiktok into every industry. Allowing relevance and social communication to take a front seat approach. Jamie Gilpin CMO of sprout social said “The only constant is absolute change”, this comment brought to mind how little we know about the direction social media will take and to use this to our advantage when completing a campaign.
Agency and Creators Mixer
The Agency and Creators mixer gave professionals a chance to meet each other and connect with others in the same industries. I was able to meet several people in both the nonprofit and purpose driven marketing categories. This gave me the opportunity to discuss what to look for throughout a job search and tips for success. It was amazing to talk to someone who was doing the work I look forward to in the future.
Keynote: Priyanka Chopra Jonas in Conversation with Jennifer Salke
This inspiring conversation between acclaimed actress, activist, and philanthropist Priyanka Chopra Jonas and Head of Amazon + MGM Studios (and former head of NBC studios) Jennifer Salke was surprisingly enlightening and relevant to the world of advertising and branding. While positioned as a film event, both women offered great insight as to the importance of storytelling when trying to communicate any message––including an advertising message. Those in attendance were first treated to a sneak peek to their latest project, a spy thriller series starring Chopra entitled Citadel. Citadel, premiering April 28th, is a new kind of show––a global program. Other than the “mothership” series, two additional foreign series will also be released, one taking place in Italy and one in India, existing with the same universe as Citadel. This has never been attempted before, and is truly a groundbreaking moment for TV shows worldwide.
Salke emphasized the importance of globalization in today’s entertainment world, a sentiment deeply echoed by Chopra, who began her career starring in Bollywood and Hindi language films prior to becoming an actress in Hollywood. She noted how, during the pandemic, many people began to watch foreign shows with subtitles and the practice has become far more mainstream. Chopra then shared a sweet anecdote about her mother’s love for Korean dramas, and mentioned how that was when she realized television and acting could truly transport audiences to anywhere in the world. The most notable point that Chopra and Salke left the audience with was a call for greater diversity in television––not just in regard to how actors look, but how they sound and the languages they share their stories in.
Content Creator Meet-Up & Panel
This exciting event began with a conversation and information question and answer session featuring Netflix star and social media sensation Harry Jowsey and his manager Jeff Duncan, CEO of Ingenuity Live, and talent and influencer management company. Both offered insights into the content creation world from the wildly varied perspectives of talent and business manager, making for an incredibly well-rounded presentation. Following their discussion, they opened up the floor to questions and then encouraged all of the content creators in attendance to mix and mingle with each other, launching the conversation with some icebreaker questions. As a content creator both for a fashion brand as well as for my own personal brand, I found it interesting to meet content creators on both the business side and on the lifestyle/personal brand side. After the event, I caught up with Harry and we talked a bit more about what it is really like being a content creator, from dealing with negative comments to landing your dream brand deals. He emphasized the importance of creating content that brings out your personality, and this is true whether you are creating content to bolster your personal brand or as marketing content for an established company. One thing is clear––short form video content is the new frontier in advertising, and isn’t going anywhere anytime soon.
VW & Lucasfilm Join Forces with special guest Doug Chiang, Executive Creative Director at Lucasfilm
While it’s clear that the Disney and VW execs didn’t have to force anything when it came to joining together their two iconic brands, countless hours of strategy, research, and an impeccable attention to detail were all necessary to pull off this epic partnership––something that audiences got a special behind-the-scenes look at during this panel. The panel, featuring Ty Ervin (Vice President of Marketing Partnerships at Disney), Gilbert Heise (Chief Strategist of Volkswagen Brand), Kevin Lane Keller (E.B. Osborn Professor of Marketing and Senior Associate Dean for Marketing & Communications at Dartmouth College), and none other than Doug Chiang, Executive Creative Director for Lucasfilm, was moderated by Co-Editor in Chief of Variety Magazine, Cynthia Littleton. The panelists discussed how storytelling intersects with marketing messages, and how brands can connect with audiences authentically by using both nostalgia and excitement for tomorrow to make marketing messages resonate with them more deeply. They also stressed the importance of maintaining audience trust, especially with dealing with beloved IP such as Star Wars, and how to keep character integrity while balancing it with creative freedom and new ideas. Chiang quipped that successful brands all share three inherent qualities: Artfulness, character, and humanity.
Those in attendance even got to see a special preview of a still-under-production forthcoming TV spot that will continue this epic collaboration: it features none other than Star Wars icon Grogu, those infamously curious Jawas, and more familiar faces to promote the latest season of Disney+ hit The Mandalorian. Still, Star Wars is only the beginning for the partnership between Disney and Volkswagn––Heise seemed to be constantly hinting at upcoming projects involving the two powerhouse brands featuring different Disney-owned franchises, while Ervin seemed sworn to secrecy. We can only wait to find out as to what’s next.
After the event, I was able to chat with Chiang for a few minutes and thank him for the insights he’d shared with us. We talked about the intersection between branding and storytelling, and he emphasized how he truly believes that storytelling is the backbone of a solid brand. He mentioned that George Lucas always stresses this as well during the creative process, saying that every component––whether in regard to a film, a book, or a TV spot––must have a story to tell. Even products, in order to become iconic, must have personality. And, when it comes down to it, that’s exactly what VW and Disney joined forces to do. They showed audiences that their vehicle was more than just a mode of transportation, but a living, breathing character full of personality––just like R2D2 and C3PO as they ooh and awe at the in the TV spot.
The SXSW conference is an exciting opportunity to learn about the latest trends, innovations, and ideas that are shaping the future of technology. Our focus this year will be on a recently trending topic that is sure to affect future generations, Artificial Intelligence. The future of AI is somewhat intimidating! We’re unsure of the scope of changes to come. Nonetheless, we’re looking forward to hearing from industry professionals speaking about how it’s going to change the functionality of the industry- and by that we mean any and every industry. We’ve already been exposed to the controversy of ChatGPT in the educational space but if we’re being honest, this is only the beginning of navigating conflict around AI. We’re looking forward to SXSW because hopefully, it will settle some of our concerns about the future. Maybe by the end of this weekend, we’ll feel in control of AI.
There are many events that offer unique insight from industry leading experts on this topic but we decided to focus on these two:
Can There Be AI Art Without Artists?
How to Think—and Lead—in Ways AI Can’t
These two sessions will provide us with unique insight into the philosophical, applicable, and realistic future of artificial intelligence in our society. The first event “Can There Be AI Art Without Artists?” promises to be an exciting thought-provoking discussion about the ever-increasing threat of AI art in modern artists’ life. While I’m sure this event is going to question future creatives’ roles in all industries, it is also important to consider the benefits of how the technologies can impact the art world. Among the questions that are going to be discussed, one is sure to revolve around the topic of the owner of any work of AI art. The key issue of authorship has been a topic of discussion in the art world in the past, but the traditional mindset of, the artist being the sole creator of the artwork, will no longer be the status quo. Is the algorithm, the artist that trained the algorithm, or the creator who prompted it, the real owner of what is produced? The legal and ethical ramifications of this generation’s decision will determine the intellectual property and ownership of many beautiful and horrifying works in the future.
Another issue that this event will explore is the question of creativity. Can AI be truly creative, or is it just replicating existing patterns and styles? While AI can generate impressive artwork, some argue that it lacks the true creativity and imagination of human artists. However, others argue that AI can be a creative tool that inspires artists to push the boundaries of their own creativity. Finally, this event should also explore the economic implications of AI-generated art. With the rise of generative models, it’s essential to consider how this technology can impact the livelihoods of human artists. Will AI-generated art replace human-created art, or will it become a new modality that can coexist alongside traditional art? Can AI-generated art be profitable, and if so, who should benefit financially? This is just one of many events that promise to be a fascinating exploration of the intersection between technology and creativity. This is sure to be the genesis of many future discussions both legally and morally that will plague the art world for the coming months if not years.
Industry leaders are concerned that AI is a threat to the current model of which they work, and how they manage their work force– will there even be a workforce to manage? Let’s not get ahead of ourselves. We as humans will evolve to work in congruence with AI; it will become a tool to increase knowledge, and productivity, and push the boundaries of innovation more than ever before. I’m not sure how yet, but I hope to find out more at the How to Think—and Lead—in Ways AI Can’t session. This event promises to provide an intriguing perspective on how to utilize AI in roles pertaining to leadership and decision-making. We expect the event’s central theme to be that although AI can be a powerful tool for processing vast amounts of data, but the opposition is that it’s fundamentally incapable of replicating the full breadth and depth of human experience. The speaker, Nick Chatrath, argues that human experience and judgment are essential for effective leadership, and that the ability to think more like a human will become increasingly critical as AI continues to advance. I am excited to learn more about how Chatrath believes human leaders can use their unique skills to stay ahead of the curve and make informed decisions that reflect the full spectrum of human values. I hope this event will be able to provide the audience with practical advice in ways they can utilize AI to lead in ways they cannot and vice versa. Speaking of the philosophical implications of AI’s effect is fine but I would really look forward to seeing what we can do with AI currently to impact our professional lives and as a result the work we produce. Understanding how AI and humans can work together to achieve better outcomes is crucial, and I am excited to explore these topics at “How to Think—and Lead—in Ways AI Can’t.”
Overall, we’re looking to forward to productive discussions and collaborative workshops around AI this weekend in Austin. Our minds will remain open, and we’ll be challenged to wrap our brains around a future that is not fully ready for us yet as humans. We’re fortunate to experience this evolution that will change humanity and we’re excited to hear from the leaders aspiring to get us there.
The road to SXSW was different for all of us. Some of us got here Thursday others drove early Friday morning and one of us unfortunately was under the weather.
While the first two days were filled with long walks and sessions like Designing better ecosystems, Advertising detox, and design thinking in practice we woke up early to finally see what all the hype was about realself/ House of modern beauty.
Upon arriving there was a wait but badges had priority. We signed a disclosure form and entered the house to explore. The RealSelfHouse of Modern Beauty offers consultations and treatments of Dysport, Emsculpt, HydraFacial, Invisalign, Natrelle, Restylane, SkinCeutical, TempSure Envi, and Vivace. Various assistants of the brand, dressed in Millennial Pink, approached us and discussed the benefits of each procedure and service. Surgeons and service providers were readily available to answer any questions. Walking through the house there were displays of success stories from procedures. We saw some travel sized goods and mistakenly thought we could get them. As we progressed through the house into the backyard there is a cute little bar covered in vines and dressed with pink flowers. Very chic and modern. Further into the backyard there were make shift tents with women getting procedures done as well as a stage for beauty panels through out the day.
Overall, the activation was clean, bright, feminine, and youthful! The procedures appear to be very professional and trustworthy. 10/10 would recommend.
Dan Monheit, Strategy Director at Hardhat agency, and Dr. Melissa Weinberg, Psychologist with LifePsych, used five famous advertisements from the past twenty years to illustrate the intersection of Psychology and Advertising. Given all of the research done in the field of psychology regarding behavioral economics, Monheit asks strategist to consider, “how can we use all of this information to create better ads?”
Budweiser’s “Wassup” ad that ran at the 2000 Super Bowl utilized the strategy of vernacular jack to attach the brand to a phrase. By repeating the phrase over and over again in the ad, they attached the feeling of wanting a Budweiser beer to that phrase. The popularity, and utter hilariousness, of this iconic add caused the phrase “Wassup?” to be used over one million times a day, making every utterance a subtle add.
P&G’s 2010 U.S. Olympic ad entitled “Thank you Mom” was enormously successful despite the short time frame they had to make it and the extensive sub-brands they needed to incorporate into the spot. However, by creating content that resonated with audiences on an emotional level they perfectly crafted a commercial that evoked what Monheit and Weinberg dub the memory availability bias. This bias essentially means that it is easier to recall content that is both emotional and personal, so ads should work to create advertisements as such to enhance recall.
TAC, an Australian safety initiative, created a campaign to lower car fatalities to zero. This advertisement was successful because they implemented the framing effect. This explains that they way that we interpret information has little to do with the information itself. It is how the information is communicated that makes us engage with it.
In 2006, Apple created a campaign that was enormously successful because they utilized the peak end rule. This strategy explains that judgement of experience is not how we felt during it, but how we felt at the end of it. Monheit and Weinber suggest that strategists pick 2 or 3 key points and place the most important at the end because that is what people will remember.
Finally, in 2007 Unicef created a campaign which drew on the licensing effect. This theory explains how we seek balance with our decisions. It is why once we accomplish something challenging, such as finishing a huge school assignment or meeting another personal goal, we give ourselves permission to indulge or, in other words, “treat yourself!”
“Great creative is about the gut feel and neuroscience proves it to be real.”
As advertisers we assume that great creative pieces will automatically result in high-recall and brand recognition. Human brains are decidedly lazy and have to be working all the time to gather and understand information, which means that advertisers need to work hard to make both the advertising message interesting and memorable.
In order for brands to be successful with their advertisements, they need to be understanding of the different ways to connect with consumers. They need to reduce the cognitive load that consumers are experiencing through their advertisements so that viewers don’t feel overwhelmed, but still understand the idea and message of the ad. Brands need to focus on three kinds of thinking to be successful and reduce the cognitive load: Brand Kind, Behavior Kind, and most importantly Brain Kind.
Brand Kind is the reality or relationship consumers have with brands; they are looking for “friends with benefits” relationship where they get what they want from the brand without too much effort. Behavior kind deals with the ability and opportunity for ads to bring a change in behavior such as making a purchase. Brain Kind is the most important one for brands to focus on and it deals with the visual shortcuts that allow brands to connect consumers using as many senses as possible. When ads only use one sense to reach consumers, there is not as much engagement, recognition, resonance, or relevance.
The speakers throughout this session showed that they used neuroscience to measure the key metrics stated above. Some of the world’s most memorable and well performing ads rated highly in engagement, but sometimes had the lowest brand recall. By using neuroscience, the presenters were trying to find a sweet spot between creativity and memory. Since memory is a finite resource, creatives need to find the best way to garner as much of it as possible. They believe that better experiences and engagement of senses can help with brand recall, but too much will lead to cognitive overload.
Brands that use creative ways to create moving ads (such as video) and experiential setups have the highest recognition, resonance, and relevance. Ads such as Sony’s Bravio Balls and Apple’s 1984 have high recall and recognition because of the ways they engage the brain. In the end, ads that have great creative elements that involve using different senses and direct brand messaging are the ones that stay with us the longest.
