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Overheard at Advertising Week: ‘TikTok is no longer competing with Instagram’

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By The Drum Team, Editorial

October 19, 2022 | 5 min read

The Drum's US editorial team is currently reporting on the ground at Advertising Week 2022. Here are the insightful, poignant and provocative things industry leaders are saying.

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Here's what marketing moguls are saying at Advertising Week 2022 / Credit: Adobe Stock

“TokTok will be competing with Hulu and Netflix; they are no longer competing with Instagram. This is a massive entertainment platform…I really believe in the power of video. And it’s so natural and organic in a way that Twitter wanted to be – video provides that.”

- Emily Ratajkowski, model, entrepreneur and bestselling author

“Ad Net Zero is a movement … to decarbonize the advertising industry … [and] drive more sustainable products. It’s the biggest change in our industry in 100 years. Because the USA accounts for 40% of ad spend, if we make it work here, we will change the world. If we fail, we will fail.”

- Stephen Woodford, chief executive officer, The Advertising Association

“There is so much power in three little letters: ‘yes.’ Take risks. It’s okay to fail. You fail hard, you move on, you move on quickly.”

- Jennifer Healan, vice-president of US marketing and content, McDonald’s

"It isn't cookie or no cookie. It's who do you know and who do you not know and then how do you market to them differetly."

- Jen Whelan, senior vice-president, head of B2B marketing, Yahoo

“Audience has a short-term memory. Don’t be afraid to take something down as a brand if it isn’t well-received. People are going to remember your viral content and forget about the stuff that isn’t so interesting.”

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- Pablo Rochat, artist and creative director

“We recommend that brands don’t overdevelop the brief when it comes to creators. You’re hiring them because they have the authenticity; they have the connection with the audience. As a brand, all you have to do is tell them about the product and your goals. Give them room to be themselves.”

- Kimberly Wu, global lead of partner marketing, TikTok

“[The metaverse] is a vast new canvas for us to paint on … this is allowing for even more creativity in many more fashions that our minds can’t even imagine at this point.”

- Bianca Bradford, Head of Agency (North America), Meta

“Every business should have a weather strategy ... It impacts every single person, every single business, every single day … It drivers consumer behavior [and] impacts how people feel. That’s really important for a marketer [because] it tells you what they’re going to buy.”

- Sheri Bachstein, chief executive officer, The Weather Company

“People will follow creators into the metaverse … Everyone thinks it’s going to be video games and a headset, but it’s really about being together when you’re not physically present.

- Nada Stirratt, vice-president, Meta

"It's nearly impossible to buy a bad product. You have to be determind to not check the reviews. It's not like the sixties when you buy a product and hope it works ... We are about connecting those emerging [quality] companies with consumers."

- Mark Douglas, Chief executive, MNTN

“Culture eats strategy for breakfast. You can achieve so much if you have a team that imbibes the right culture.”

- Kenny Mitchell, CMO, Snap Inc.

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