ICYMI: Dove, Dickies, Dolce Gabbana, Sorrell & more on EMEA creative trends
Now that the dust has settled on the Euros 2020 and Wimbledon – and before sporting fever ramps up again for the Olympics – what better time to refuel your industry knowledge and catch up on some of the biggest trends and topics that have got the creative industry talking across EMEA?
Dove, Dickies, Dolce Gabbana, Sorrell & more on EMEA creative trends
Available on-demand to watch at your own viewing pleasure, we’ve curated a list of the top sessions and speakers from EMEA at The Drum’s Creative Transformation Festival in case you missed it.
From Dove to Dickies, Dolce Gabbana to Sir Martin Sorrell, each of the sessions last around 30 minutes – the perfect amount of time for a little work break. Grab yourself a brew and settle in to catch up on some of the top sessions that you won’t want to miss.
From ‘Facebook Shops’ to Instagram ‘Shoppable Posts’ and TikTok’s ‘Social Shopping Tools’, the social selling landscape has evolved rapidly over the past 12 months – and it holds a lot more clout now in terms of ROI. This session looks at how the entire social experience makes shopping so easy at the touch of a button and how today’s creatives are adapting for tomorrow’s opportunities through new e-commerce formats, packed with top tips for making every touchpoint shoppable.
After discovering that by the age of 13, 80% of girls distort the way they look online, Dove released ‘Reverse Selfie’ to tackle the detrimental effect that retouching apps and filters have on young girls’ self-esteem. Off the back of the viral campaign, Alessandro Manfredi, executive vice-president, Dove at Unilever caught up with The Drum’s Imogen Watson to learn more about the brand's work on the frontline of the fight against unrealistic beauty standards and the part that creativity has played.
Historically, brands have focused on engagement rates, click-through rates or general sentiment between influencers and their audience – but by applying traditional marketing theory to a completely different medium, we’re reducing the value of influencers. Chester Robinson, business development manager at Tailify argues that if we go beyond the metrics and look at influencer marketing through a behavioral science lens, marketers can identify what is really an authentic partnership.
No child should have to trek 180 minutes every day just to be able to get an education. Sadly, that is the case for young Amir in a remote region of Nepal – the very reason why The Drum and Shutterstock partnered with United World Schools and a team of creatives to create a purposeful campaign to raise funds through the ‘180 Challenge’. Here, we go behind the scenes to discover how a team of creatives from Shiseido Group, TBWA and Vevo, based in different parts of the world, came together remotely and put the power of collaboration to the test.
S4Capital’s founder Sir Martin Sorrell, in conversation with LIVEKINDLY Collective chief executive Kees Kruythoff, discuss how technology, creativity and production can come together to serve brands navigating digital transformation and sustainability. This session uncovers how purpose and creative execution can align to build a better world and inspire humans to consume more responsibly – particularly, but not limited to, the FMCG space.
And that’s not all. All of the sessions from around the world are available to watch on catch-up. Check out the full agenda from The Drum’s Creative Transformation Festival here.