The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Doug Zanger, Americas Editor

April 12, 2017 | 2 min read

Given that the industry continues to be upended by things like the shift to digital, data and now the rise of artificial intelligence and virtual reality, the theme of “transformation” seemed particularly apt the 4A’s Transformation conference in Los Angeles this year,

At the event, The Drum asked attendees including ANA CEO Bob Liodice, R/GA’s global chief strategy officer Barry Wacksman, Target’s senior vice president of media and guest engagement Kristi Argyilan, Duncan Channon’s chief marketing officer Parker Channon and Starcom’s president of investment and activation Amanda Richman to give their thoughts on what they think needs to be transformed in 2017.

Wacksman said that there are a number of transformations already happening within the industry, not the least of which being the rise of in-house shops, the Google and Facebook duopoly, and consulting firms like Accenture trying to get into the business, all of which he thinks will ultimately transform the way that agencies operate.

For Argyilan, the biggest change she wants to see this year is a transformation of the video marketplace so that better data can be used to make video buying decisions.

Check out the rest of the responses in the video above. To find out what 4A’s Transformation attendees had to say on the topic of humanity within the industry, click here.

4As Advertising

Other episodes in the series

Episode 1

Tina Brown, author of The Diana Chronicles, on what makes a great story

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

Episode 2

Hip-hop icon Warren G and director Karam Gill on what makes a great story

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

Episode 3

Glenn Gainor, Sony Pictures Screen Gems exec on what makes a great story

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

Episode 4

Documentarian Cheryl Dunye on what makes a great story

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

Episode 5

Sony Pictures Screen Gems exec, Glenn Gainor, on successful brand integration in film

After 25 years in the entertainment business, Glenn Gainor, head of physical production at Sony Pictures Screen Gems, knows plenty about great films and stories. He also knows what it takes to create successful integration for brands — and points to the seminal ET/Reese's Pieces hookup as the gold standard of integration.

Episode 6

Prop master Scott Bauer on how brands can drive a story

As a story unfolds in film and TV, there are plenty of those who help craft the work. Though writers, producers, directors and actors get the spotlight much of the time, the rest of crew plays invaluable roles in making it all come to life.

Episode 7

Sir John Hegarty on the best brand story he’s told

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

Episode 8

Brand storyteller and film producer Tim Perell on great storytelling

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

Episode 9

Amir Bar-Lev, Long Strange Trip director, on passion in storytelling

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

Episode 10

PopSugar's co-founder, Lisa Sugar, shares what makes a great story

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

More from 4As

View all