4 Nov 2015, 15.15 -15.40

WTM Globale Stage

 

 

This seminar was oganised by Travel Perspective. The head of social media from one of the world’s biggest advertising agencies shares how they plan social media and digital spend, the rush towards programmatic buying, the rise of mobile, what works and what does not and how travel companies can compete with the best brands on the planet. The speaker of this seminar is: Ian Haworth, Executive Creative Director, UK/EMEA, Wunderman WPP.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In these days companies  can use so many tools, within the aspects digital, social and content. They just have so many possibilities and so many tools they can use. But they should avoid the trap of complexity Ian Haworth says: “…just keep it simple and think of the idea…”. Some key themes are:

-Live in culture: brands are actually playing a role in a culture, when you as a brand live in culture it gains a lot of attraction.
- Entertain me: often is selling entertainment, it is very key.
- Emotional value : digital social content can really have the power to connect emotionally.
- Authenticity : authenticity is key in the travel industry.
- Ideas with a long tail: a strong idea and it can explode in many different channels.

Ian Haworth showed some work, the first work he showed was a video from “Dumb ways to die”. Robert-Jan also showed this video during the guest lecture about content marketing. The second video he showed was about Apple. That launched a campaign for the Iphone 6, they used photos taken with the Iphone 6 from “normal people” and putted them on big billboards. This work shows the power of the element authenticity.
Moreover, he showed videos of Volvo, a campaign which is really clever . They asked the people who were watching the Super ball game to tweet during the commercials, when they see any car commercial: #volvocontest and people could win a car for somebody else. Furthermore, Haworth also showed videos of Virgin Media, Sport England and Starhub.

 

To summaries there are five key points:

1.The idea
2. Compelling
3. Authenticity
4. Simplicity
5. Live in culture

 

I think it is interesting to see and also nice to see that many of the theory Haworht explaines is theory we also learned during our lectures. The speaker showed the public many nice campains, companies made with digital or social aspects.