News & Opinion

EffWeek: "Buzz doesn't mean that something works" & other words of wisdom

Opening the main conference on Tuesday, the FT's David Bond set the tone with reference to our "interesting and unsettling times" and the industry's "deep concerns about measurement and transparency", so what followed? 

Here's a round-up of some standout words of wisdom from the day's speakers:

"Usage doesn't equal effectiveness. Buzz doesn't mean that something works"
Marsha Lindsay, chief strategist, Lindsay, Stone & Briggs

"As an industry, we are choosing to be less effective than we could be... ad platforms that we know work are being replaced by ones that we know much less about"
Sarah Golding, CEO of CHI & Partners & IPA President

"Only an algorithm would think that putting your ad on a white supremacist page is a good idea"
"Think people, not technology first... people don't think in silos and channels"
Nigel Gilbert, chief marketing and communications officer, TSB

"Technology is driving change in the way that the world works, but the need for strong brand stories isn't going anywhere"
Neil Henderson, CEO, St Luke’s

"We need to know about short-term tactical decisions, but we are also building for the long-term... keep those two in balance. Make sure that the organisation stays in equilibrium" 
Jessica Salmon, head of insight, O2

"People overestimate the short-term impacts and underestimate the long-term implications"
Nigel Morris, chief strategy and innovation officer, Dentsu Aegis

"My experience of standing still is that it usually attracts oncoming fire" 
Ed Butler, former commander of the British Forces, British Army

"We've forgotten some of the building blocks of media planning... people don't think about where ads are appearing"
Denise Turner, head of insight, Newsworks

"As marketers, you need to make sure you can speak the language of finance" 
Martin Deboo, senior vice president, Jefferies LLC

You can find out more about the event here

by Jessie Sampson 13/10/17

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