The Media and Marketing Innovation BI Summit took place in London on 22nd October. Hosted by IPG Mediabrands, Managing Director Cameron Swan moderated two talks uncovering how brands connect with audiences.
First, Cameron sat down with James Robinson, Senior Vice President of America, Enterprise, and Europe at HMD Global, to discuss partnership strategy.
Robinson shared the benefits and potential pitfalls of partnerships, unpacking the strategy behind their creative collaboration with Barbie. HMD successfully leveraged the iconic Barbie brand by blending nostalgia with cutting-edge tech.
James stated that HMD focuses on “servicing the community in a better way, being perfectly adaptable to bringing a solution to life.”
As a result, HMD’s Barbie flip phone brings back the joy of simpler times with less screen time, reconnecting with what matters most in a playful way.
He also unpacked the Better Phone Project, an HMD project to co-create a new phone with parents. The aim is to tackle the impact of smartphone use and social media on the well-being of children and Gen Z. HMD is seeking solutions to give parents control over their children’s screen time and social media use.
Secondly, Cameron shared the stage with Rachel Walsh, Marketing and Digital Director at Tag Heuer, part of LVMH. Rachel shared her insights on the power of cultural moments to bond a brand with its community.
Tag Heuer stays ahead of trends and leverages cultural insights to maintain relevance, showing up in key cultural moments in authentic ways. In essence, Rachel and her team strive to associate the brand and their ambassadors with events where eyes will be.
She cited their triumphant stunt with the youngest-ever Olympic medal winner, Sky Brown. Brown showcased her skateboarding skills on the first-ever floating half pipe on the Thames. The stunt made headlines across print and online media and generated huge returns in media value. The event took 8 months to plan.
Rachel and Cameron discussed the importance of cultural calendars. Rachel asserted the need to amplify brand ambassadors at the right moments and prioritize pace to create impact.
The importance of finding brand ambassadors with the same values and ethics was emphasized.
The Media and Marketing Innovation BI Summit explored the latest trends and celebrated innovation, with industry leaders’ insights. Our thanks go to Brand Innovators for organising and IPG Brands for hosting.
Find out about the Better Phone Project here: HMD | The Better Phone Project – About
Photo credit: Stuart Bailey Photography
