AMA's VP of Communications, Lauren Kucic, recently traveled to New York City to attend the 2015 Advertising Week Conference. If you missed our weekly meeting, check out these slides to see what she learned, where the industry is headed, and what you can do to prepare for your first job in advertising!

2. 4 days.
290+ events.
95,000 attendees.
902 speakers.

3. A WEEK LONG ASSEMBLY of the industry's best &
brightest Thought Leaders.
A DEDICATED FORUM for elite brand marketers,
creative visionaries and dynamic media leaders and
influencers to share wisdom and success - Paving the
Way Forward.
AN IMMERSIVE, ACCESSIBLE EXPERIENCE for the
industry which is uplifting
AND CREATES EXCITEMENT to both engage the present
and Inspire the Future.
A SPRINGBOARD to create growth, attract and nurture
talent and Generate Success.
A POSITIVE PLATFORM while not "delusional" this is
very much about something Positive.
AWXII

4. Integrated Partnerships
Passion Points
Influencers
Conversation
Authenticity
Storytelling
Insights Relevance
Messaging
Mobile
Programmatic
Brand Culture
Data
What makes good advertising?

5. “People don’t want Vanilla, they want
Rocky Road.”

6. CONTENT IS KING
• “More is better, but you have to be thoughtful.”
• Layering- Beginning, middle, and end
• Fast, Good, and Cheap is the goal
• Bigger budgets don’t equal success
• “It’s okay if it’s not great, its replaceable. Try again.”
• Content is a calculated risk
• Social doesn’t live on its own
“Content is investing in building something over time. You have to
earn a great creative idea by working through insights.”

7. MICRO-MOMENTS, MACRO OPPORTUNITIES
Micro-moments: The consumer journey broken
down into real-time, intent-driven moments. Each
one is a critical opportunity for brands to shape our
decisions and preferences.
https://www.youtube.com/watch?v=mNltt5_LbG8&feature=share
1 woman. 2 months. 18, 701 moments.

8. A SOUND STRATEGY
• iHeartRadio- Get heard. Be Loved.
• Radio is currently the largest medium for reaching millennials
• Trend toward podcasts- “Screen fatigue”
• Music is the epicenter of our culture
Live, organic, and unprompted.

9. HERE AND NOW
• Putting the person back in the equation
• Targeting a healthy male: You can put an ad in Men’s Health or you
can literally be there when he finishes his run.
Doing FeelingBrand

10. PROGRAMMATIC
(Def.): the algorithmic
purchase and sale of
advertising space in real time
• Getting the right ads to the
right people at the right time
• Being in the places where
consumers are most
receptive
• High utility & high
engagement

11. THE NEW CUSTOMER EXPERIENCE
Narrative Spaces – recognize
moments to deliver experiences
• Mobile
• Print
• Products
• Agents
• Marketing
• Call-Center
• Web
• Locations (Stores)
Innovation over advertising.
Context over content.
Interaction over transaction.

12. THE FUTURE
• Experiential marketing- brands becoming an experience themselves
• New immersive technology
• Oculus Rift
http://creativelink.info/CL20/codriver/
Ideas without limits.

13. FOOD FOR THOUGHT
• Machines don’t replace thinking. Machines
don’t replace good creative.
• Content + Social + Branding = A bigger
purpose
• “Be the one. – Brands don’t want to lead.”
• The biggest business risk you have is
yourself.
• Not every consumer-driven decision can be
based on data. Good intuition and your gut
feeling are still important.
• In the ad business, you’re going to learn
something new every single day.
“Never forget, big ideas
can change the world.”

14. WANT A JOB IN ADVERTISING?
• “Be insatiably curious.”
• “Don’t have preconceived notions. Be
open or you’ll miss opportunities.”
• Acknowledge that you do not have all the
answers.
• Get bored before everyone else.

15. YOUR ONLINE BRAND
• “the twist” – What makes you different?
• Your personal and professional brand have to be in sync
• Personal brand plan- actively plan and build a strategy
• Make a brand inspiration board
• Consistency
• Find an audience
• Publish
• Personal branding has an element of discovery
• Embody your brand
Be found, find, engage.

16. CONNECT
www.advertisingweek.com
@advertisingweek

17. “Stop chasing culture and start making it.”

18. CONNECT WITH ME
Lauren Kucic
@laurkuci
lmk80@pitt.edu
Questions, coffee chat, ad talk…