Tuesday: June 20, 2023
Kevin Hart
The Entertainment Person of the Year
Our second day started off on a high note with a talk from Kevin Hart about his production company, HartBeat. As a comedian, his mantra is to use humor as means to connect with consumers. With today’s generation, this is a highly effective way to connect with younger audiences because they tend to take things less seriously. I had only ever seen the goofy side of Kevin Hart, but I valued his professionalism and determination to do good things with his work. After a lot of laughs and new insights, I left the talk with a lot of admiration for him and look forward to checking out his future projects.
Microsoft
Responsible Business: The New Balancing Act
Microsoft Beach House had a fun setup with displays showing the capabilities of generative AI. I tuned in for a session with the CMOs of Pepsico and Haleon to discuss how brands define their purpose in alignment with inclusive and sustainable growth. They discussed the trend of “do more with less” which I found very applicable to effective advertising today. Along with their social responsibility, Microsoft talked about the ever-growing importance of responsible AI. This year we have seen AI take over industries and become the center of every conversation. In turn, brands must create requirements to use AI responsibly.
Havas Student Brunch
This student brunch was a bit chaotic at first due to a large crowd. I didn’t have a great view of the panelists but still got to listen in on some pretty cool advertising campaigns they had worked on in the past. I was really impressed by a project called the Yellowstone inheritance pass. This special pass is given through a $1500 donation to the park, but it’s not valid until 150 years from now. The pass is part of a commitment to preserving the long-term well being of Yellowstone. By purchasing a pass for one’s future bloodline, families are creating a sustainable future and legacy that will ensure the sustainability of the sacred national park.
Amazon
Creating the Next Generation of Streaming Content with Keke Palmer
This talk was one of the highlights of my day because I grew up watching Keke Palmer on TV every night. Hearing about her transition from child star to media mogul was inspiring knowing how far she has come. Keke spoke about the importance of inclusion in her work, not just in front of the camera, but behind the scenes. Her commitment to this cause and dedication to developing the next generation of creatives showed her authenticity. Today, it is hard to tell when brands are being inclusive just for show, but hearing from Keke made me realize there are many people out there that strive for inclusivity on every level.
More than Words: A Business Messaging Workshop
Back at Meta Beach, I sat down for a workshop on connecting with consumers through messages. In today’s world, texting is happening everywhere. 65% of people prefer to message a business than call/mail. This means every message is a business opportunity, regardless of the industry. A key tip when designing a message experience is to always keep the consumer in mind. Creating a post-click experience is an effective way to seamlessly deliver a need or want. One example I really liked was the Gossip Girl messaging experience. Upon the release of the show, fans could DM the Instagram account as if they were talking to the real Gossip Girl. This strategy creates a direct relationship between the consumer and brand.