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It was quite literally the hottest Brandweek ever.
This year, ADWEEK hosted its biggest annual event in Phoenix, Arizona. Temperatures broke 100 degrees as the brightest minds in the advertising, marketing, and media industry gathered for discourse, exploration, discovery, and, of course, networking.
In this episode of Yeah, That’s Probably an Ad, Rebecca Stewart and Luz Corona mark the final episode of ADWEEK’s flagship podcast. Carol Alves, SVP of integrated marketing for Her Campus Media, joins the hosts live for a recap of emerging themes and conversations from this year’s conference.
Alves opened this year’s event with ADWEEK CEO Will Lee to ‘set the tone’ before welcoming Seven Seven Six founder and Brand Genius recipient Alexis Ohanian to the stage. The group discuss event highlights, including the honesty and transparency conveyed by some of today’s top marketing leaders.
Tune into the latest episode or check out more key takeaways below.
The importance of empathy in leadership
Alves emphasizes the importance of empathy in leadership, particularly in challenging situations. A highlight of the event was session by Kismet president and chief brand officer Michael Ventura that focused on putting oneself in others’ shoes. As a leader managing large teams, it is crucial to lead with empathy and understanding, especially when facing difficult clients or campaign challenges. By fostering a culture of empathy, leaders can unite their teams and approach challenges positively, thereby enhancing overall collaboration and morale in the workplace.
Honesty and transparency in failures
Many Brandweek speakers openly discussed their mistakes and challenges, emphasizing that growth stems from trying and learning from failures. The group found the raw and transparent approach to marketing discussions refreshing, as it encourages a culture where marketers feel empowered to take risks without fear of judgment. Alves called this “vital for progress,” urging peers to trust their instincts and embrace vulnerability.
Connections with tomorrow’s consumers
Alves explains Her Campus Media’s focus on understanding Gen Z as crucial, as it will soon become a primary target for many brands. She points out the need for brands, even those like AARP that may not directly cater to Gen Z, to engage with this audience to remain relevant in the future. Using research and strategic partnerships to plant the seeds for long-term brand loyalty among younger generations is important in building relationships early.
A shift in media representation
Alves shares learnings from the Brandweek session with Sports Illustrated Swimsuit EIC MJ Day and model and actress Kate Upton that focused on brands are shifting from traditional beauty standards to more impactful representations. One exciting development was the pivot towards selecting photos that resonate deeply rather than solely focusing on aesthetics. This change reflects the evolving nature of marketing, particularly in the social media age, where authenticity and meaningful connections are paramount. This shift is monumental as it helps address industry concerns regarding representation and the evolving expectations of consumers.
