Editors’ picks: must-watch sessions at the Creative Transformation Festival
The Drum’s latest virtual event featured five days of behind-the-scenes presentations, expert speakers from both brands and agencies, and editorial-led discussions seeking to answer the most pressing questions facing creatives today. Here, our three regional editors share their top picks from this year’s agenda.
The festival ran from June 14-18 and all content is now available on demand.
Code, computer, love: is the future of creative automated?
Charlotte McEleny, APAC Publisher
More channels, more languages, more video, more audio, more data, less data. The impact that digital has had on creative outputs cannot be overstated and the challenge to marketing and design teams is immense. But can technology solve a problem that technology created? Is automation the key?
The Drum's Creative Transformation festival will run from 14 - 18 June, and is free to attend.
This session brings together a set of marketers that have built teams, technology and solutions around this issue to debate the topic once and for all. Pomelo’s Thomas, Tigerhall’s Yulga and Celtra’s Vasaiwala have battled this conundrum from the vanguard of APAC marketing and they have plenty of lessons to share. It’s a must-watch for any creative marketer because the need for brands to create more and more content is only going to increase.
Inside Dove’s mission to build self-esteem through creativity
Cameron Clarke, Editor
No campaign has caught the imagination of our readers this year quite like Dove's 'Reverse Selfie', the brand's raw depiction of how the pressure of social media can hurt girls' self-esteem. More than 1.2 million of you have watched the spot on thedrum.com alone, and now we hear the inside story of exactly why – and how – this campaign was made.
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Alessandro Manfredi, executive vice president for Dove at Unilever, joins our senior reporter Imogen Watson to dig into into the brand's fight against unrealistic beauty standards, which began in 2004 when it introduced the Dove Self Esteem Project. For the many of you who count yo urselves as admirers of this campaign, or those simply curious about how a global brand is walking the tightrope of marrying purpose with product, this is one not to be missed.
That was a B2B marketing? How the pandemic forced business marketers to pivot forever
Kenneth Hein, US Editor
There has long been a stereotype about business-to-business marketing (B2B) being behind the curve. After watching this session, you’ll get a clear picture of how dialed into the moment B2B marketers have become. Whether it is leaning into social media, embracing that you have less than 8 seconds to engage a potential buyer online or coming to terms with the fact that it’s much easier to make things more complicated than they need to be — there are a lot of learnings to draw from this session.
Our panelists also explain what thinking and tactics will stick, now that the world is opening up, and what changes are in store for the future. At the session’s conclusion, you might just end up asking yourself: “that was B2B marketing?”
To see the full list of sessions, or find out more about the speakers at this year’s event, visit the Creative Transformation Festival website.