Thanks MEFA and Mediatel for inviting the Comms8 team to join the Future of Brands event, which took place in London on April 25th. It was an exciting opportunity for the Comms8 team to be a part of the FoB forum with prominent brand marketers on stages and a unique gathering where we could meet advertising professionals.

Bringing together industry leaders from brands, media and agency sides, including Coca-Cola, Adidas, Heineken, Vodafone, Santander, Reckitt, ASOS, Dreams, Deliveroo, and more, the event provided a great platform for professionals to discuss the latest trends and insights.

Tools to connect data with media and marketing efforts

During the in-depth discussions, we uncovered valuable insights across various themes. With AI rapidly impacting the industry, it's crucial to utilise AI, big data, and behavioural science to reshape the marketing framework. Brands should also consider human bias and sentiment when dealing with technological advancements. This point is covered by Lea Karam, senior behavioural consultant and scientist at Total Media, who also explored the additional opportunities granted by bringing behavioural science and marketing together with disciplines such as data science and AI.

In terms of data insight strategies, the measurements should be evaluated regarding engagement and attention. Gordon Black from Adidas shared insights on marketing mix modelling and investment decisions.

Leverage creativity and authenticity for brand development

Another critical theme was how brands engage with customers during difficult times, especially as we navigate the challenges of recession and living crisis in the post-COVID period. In today's competitive market, where the brand plays a critical role in driving sales, finding the right balance between brand building and sales activation is paramount. With the advent of new marketing fundamentals, it is crucial to stay true to the product, target the right audience, and maintain authenticity while adopting new methodologies and marketing models.

During the conference, Sir John Hegarty, founder of Bartle Bogle Hegarty (BBH), provided enlightening remarks on the current state of the advertising industry. He emphasised the significance of creativity in advertising- as he bluntly commented ‘Brands are so boring nowadays.’

Value first when approaching Gen-Z and inclusivity

Additionally, a key topic was how to reach the Gen-Z consumer, including discussions on LGBTQ communities and inclusivity. For this generation, a value-first strategy is essential. As Jay Richards from Imagen Insights shared in the panel, using humour to communicate with Gen-Z consumers could effectively close the conversation gap.

In the panel covering Boots' inclusive TVC, CMO Pete Markey and VMLY&R's Strategy Director stressed the importance of portraying the LGBTQ+ community in an authentic and respectful way. They highlighted that the community should not be treated as a mere 'checkbox' but as real people with real stories. And brands need to leverage real-life situations to craft compelling narratives that resonate with audiences.

The emerging trend and data availability of retail media

Several panel discussions were held on the future of retail media, with leading brands such as ASOS, Deliveroo, and Brompton Bicycles sharing their insights on media planning, audience offerings, and data collaboration. As retailers are becoming their own media owners, tech companies are also venturing into e-commerce, blurring the lines between retail and media industries.

According to Kate Blaxill, Enterprise Sales Manager at INFOSUM, retail media is expected to account for over 25% of total media spending by 2026. To capitalise on this growing trend, brands can utilise data collaboration to improve the retail media experience and foster brand loyalty.

Aside from these insightful panels, we also had the opportunity to meet with over 400 attendees from various aspects of the adland at the event to exchange and bounce ideas. If you haven't had the chance to speak with any of us at the event, please feel free to drop us a line at carol@comms8.com.

To wrap up, it was a phenomenal experience to learn from the best creative mind and absorb it like a sponge. We are excited to share our experiences in Chinese marketing and introduce our agent to more people. The event was a great reminder of the importance of big ideas, and we cannot wait to see what the future holds for brands.

4 Key Takeaways From the Future of Brands Conference