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Back to Business
A unique two-day global event bringing adland together to discuss how we get the world of advertising back to business and what that will look like.
The media, marketing and advertising industry is in the midst of its most serious crisis in living memory. But personal, corporate, national and global economic stability requires businesses to emerge from this crisis as quickly and effectively as possible.
Campaign Connect wants to help your business to do that.
The industry must reset itself. Now, more than ever, we must come together, support each other and look positively forward. There will be challenges ahead and the industry will need to take bold creative risks, share learnings and question established processes.
Campaign Connect will help ensure you are in the best shape now and recovery-ready.
Claire Beale Global editor-in-chief Campaign
Spanning three time zones and bringing together Campaign teams from around the globe, Campaign Connect examines:
Getting the world of advertising
back to business
Getting the world of advertising back to business
We’ve seen great innovation emerge from economic recession in the past. Through all the uncertainty, it can be difficult to see these pockets of opportunity. But they will arise.
Here at Campaign, we hope by June the industry will be emerging from this crisis, undoing emergency measures and investing for growth – not cutting for survival. We want to help where we can and support a future of innovation, prosperity and a healthy advertising ecosystem.
This theme looks at the facts and the data, exploring the economic outlook for the ad industry over the next 18 months and how we can work together on recovery. Let’s get back to business.
The changing consumer behaviours
Changing consumer behaviours and mindsets
Over the past few months, consumer spending habits and behaviours have changed dramatically. Consumerism became about sanity and survival; the toilet roll, the masks and the protective gear, the ‘isolation snacks’ and stockpiled food to feed families in lockdown. The world has been brought together through shared suffering and a strong sense of community, from the balconies in Madrid and the NHS support in the UK, to the collective community action in Hong Kong to prevent the spread of disease.
This theme explores what consumer attitudes and behaviours are here for good and what will disappear when normality is restored? How will these behaviours impact purchasing decisions in the future?
The new era of brand purpose
The new era for brand purpose
Long-term brand equity will favour the brands fighting for their staff, providing for communities and innovating in ways the world’s never seen before. Consumers will not forget the brands stepping up or the ones placing profiteering above all else.
This theme explores the new role of the ‘community brand’ in guiding consumer choice in the future; case studies from the brands aligning their values during the global health crisis; introducing brand purpose into longer-term strategies for after this storm has weathered; and what can be learnt from the brands that missed the mark.
in marketing investment
Seismic shifts in marketing investment
One usual response to economic uncertainty is to pull investment. Despite the industry working hard on trying to change this narrative, marketing is still considered a cost centre for many. There is a lot of value in sustained spend throughout a recession and marketing has an opportunity to take back some control over pricing and govern more aspects of brand health.
This theme explores the shift in marketing investment in recent months, how the experts see these trends evolving and the short and long-term impacts.
WHAT TO EXPECT
Big speakers and thought leaders from the world of media and marketing, tuning in from all corners of the globe. We’ll be hearing from the leaders driving change in their respective region __
First-rate content programme, curated by Campaign’s content teams from around the world, sharing learnings and providing context to the global crisis and the essential role of advertising in building back brand power and consumer confidence __
Access to over 24 hours of content, streamed live over two days and available on demand to view at your convenience for one month __
The opportunity to ask questions live and engage with speakers and attendees in the hub __
A supportive community providing insights and tools to help recovery and growth for the industry. Covid-19 is an indiscriminate global crisis that requires a multinational response so it’s important we all come together and discuss the next steps for the industry __
The removal of traditional competitive barriers as thought leaders share ideas and experiences to help get us all back to business