EGC Presents at Advertising Week New York: An All-Encompassing Event

Advertising Week just wrapped its 20th anniversary in our hometown of New York City, where Nicole Penn, CEO and President, spoke with Ruth Mortimer, Global President of Advertising Week, on the topic of “Navigating the Future of Advertising.”

There was truly something for everyone and anyone who attended Advertising Week #AW20.?

Navigating the future

Together on the Disney Media Stage, Ruth and Nicole chatted about what’s to come: “The Future of Streaming, AI and Storytelling.” In a chat about traditional TV and live streaming, Nicole noted EGC’s recent success for MLB placements for clients and that: “New York is especially having an MLB moment” and “our media team has received incredible impressions at scale through strategic live sports partnerships.”

They also discussed current customer sentiment, especially in the election lead-up in the US. “People are a bit frozen in place at the moment. History has shown a general unlock of wallets and consumer behavior post-election.”

Storytelling

Behind every memorable brand campaign is effective storytelling. And who couldn’t use inspiration for ideas from people who have stories to tell? This year, a cross-section of storyteller had something to say. Actress Drew Barrymore discussed the creation of communities. Nicole discussed how EGC Group has been focusing on authentic, UGC style ways of storytelling through EGC’s Creator Studio.?

Netflix featured an interactive “Squid Games” experience which opens in New York this week.?

AI

Certainly the biggest trend of the week. EGC’s Lara Bass, Rich DeSimone and Christina Botte explored new AI tools that support all things marketing: creative storytelling, podcasting, and predictive analytics.

Sports stories galore

Practically every known sport was represented at Advertising Week (or “AW20”). Marketers in the sports sector were also on hand to tell their stories. Most noticeable in this group was Lara Krug, who has the distinction of being the first CMO for the Kansas City Chiefs. (Taylor Swift fans, are you reading?) Additionally, attendees learned about the finer points of NIL (Name, Image, Likeness) and its impact on promoting college sports. And tying in with sports, AW20 had a related lesson in saving lives…

Football hero, Damar Hamlin

Last year, Damar Hamlin, Safety for the Buffalo Bills, suffered cardiac arrest during a game. To show his gratitude and give back for his second chance at life, he and the American Heart Association hosted an interactive training session on cardiopulmonary resuscitation (CRP). And while on the topic of health…

October 10th: Mental Health Day

As noted, this event had something for everyone, including a reminder to be mindful of their mental health. Varied personalities that included rapper Lil John and designer Kenneth Cole made appearances for the purpose of acknowledging the importance of keeping a healthy mind, particularly in the often-turbulent times of today.

Creators

A special mention must be made about creators, who have contributed to successful branding beyond measure. And AW20 featured some of the best creator content from this past year, including Linley Hutchinson, Ashlee LeSueur, Taylor Cannon—the brains behind the campaign for the Stanley 1913 “Quencher” water bottles, as well as influencers for Macy’s, and The Skinny Confidential’s Lauryn Bosstick, among others. AsRuth Mortimer, writing for LinkedIn, summarized: These days, creators are not only brands themselves but also work with the best companies on the planet.

The EGC Content Studio Creators has been leading with the way with matching authentic content creators with winning brands.?