Twitter on Justin Bieber's sex tape and how to avoid turkeys

Twitter on Justin Bieber's sex tape and how to avoid turkeys

How do bad adverts make it to air, the three keys to social media success and why DJs make the best marketers and a racing driver coming off track were all featured at a madcap speaking event last night.

Sixteen speakers took to the stage at Ignite Sydney speaking for five minutes each on topics based around the future of advertising. Videos from the night will be up here on Friday.

Former Fairfax social media head and Twitter Australia senior account executive Marie Sornin said she’s looking forward to the reaction should a Justin Bieber sex tape ever hit the network, noting the three things which get celebs big followings are sex, drugs and rock and roll.

But for brands the watchwords are:

Entertainment: “Put something funny and unusual out there and people will share it.”

Value: “Create something that is so great and gives so much to the audience they actually want to share it.”

Utility: “Make your audience’s life easy, and they will thank you for it.”

Initiative’s Rob Pyne looked at just exactly how do bad adverts get picked? After all, companies are spending a lot of money to agencies to create them.

He pointed to four villains, people using gut feel – doing something because it just feels right; playing devil’s advocate – taking opposing views for the sake of it and digging your heels in;  man – solving the wrong problem; Carol Beer – the character from Little Britain who says “Computer says no”, an allegory for assuming data is the be all and end all for making decisions.

“You have to control the process. As leaders of decision making you have to be clear on what the objectives are,” said Pyne. Look for best and worst case scenarios together, listen to what the problems are, and “don’t get trapped in a world of bad decisions”.

Jonathan Crossfield told the audience of marketers they should be looking at nightclubs and DJs as the ultimate example of content marketing.

While a club’s business model is based around selling drinks people don’t come for the beer on sale, but for the type of music that’s being played. Learn from this by looking at your crowd and see what’s engaging them in your content and “provide them with the content they want”.

And always take requests.

Finally a special mention to Andrew Clarke, a part-time racing driver who relies on sponsorship to take part in his passion, and full-time content director at The Monkeys.

He was trying to tell the advertising-based audience why they should engage more with sponsorships, as “they bring brands and consumers together where they are most engaged”.

Unfortunately he suffered a touch of stage fright – having to refer to his notes and even forgetting his iPhone code at one point. Fortunately he regained his composure and  finished by telling them: “So next time you get a well considered sponsorship proposal don’t just say the first word that comes into your head




Please login with linkedin to comment

Latest News

Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers
  • Technology

Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers

Salesforce has launched new Einstein Copilot tools for marketers, giving them the ability to automatically create campaign briefs, personalised content and promotions from their data. B&T was on the ground at Salesforce’s Connections event in Chicago to hear first-hand about the new tools. All of these new tools rely on Salesforce’s Data Cloud platform that […]

AZK Media Launches Customer Catalyst As Demand For Video Content Grows
  • Advertising

AZK Media Launches Customer Catalyst As Demand For Video Content Grows

Technology PR and marketing agency AZK Media, has launched a pure play video-content business called ‘Customer Catalyst’ as demand for premium video content continues to surge. Lead image: Wayne Williams & Azadeh Williams Research shows 64% of businesses see an increase in website conversions from having a customer testimonial video as part of their marketing […]

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
  • Advertising

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

Want your business to become more competitive? Invest in people
  • Opinion

Want your business to become more competitive? Invest in people

Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
  • Marketing

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]