Mediaboss Marketing

Advertising Week New York: We came, we saw, we conquered survived.

The four-day conference last week was chock-full of, well, everything, including panels and keynotes from brands like Mattel and Netflix and topics ranging from womens sports to the importance of food delivery. And in addition to some extremely long lines, we saw some surprisingly candid conversations about the realities of the business.

In no particular order, here are some things we heard onstage at the conference that had our ears perking up.

People think maybe we may have had something to do with it. Absolutely not. We knew nothing. We knew what you guys knew.Marissa Solis, SVP of global brand and consumer marketing for the NFL, on a panel about Gen Z and sports

There were pressure points where I might have gotten a few extra gray hairs and lost some sleep. The first was having lunch with the president of marketing at Warner Bros. when he pitched me the marketing handle for the teaser campaign: If you love Barbie, this movie is for you. If you hate Barbie, this movie is for you. That immediately took me aback. As a brand steward, why would I put the word hate out there? It was really uncomfortable. But we agreed that we wanted to reach a broad audience and get people that had maybe not been associated with the brand for a while to re-engage. We had to be self-aware.Lisa McKnight, EVP and chief brand officer, Mattel, in a conversation about the brands evolution

Clorox reached out, and I was like, well, thats not our jam. We dont really use Cloroxand they gave me an offer that was insane. I have never been offered this amount. It was $38,000 to do a campaign with them. Im like, Holy shit, thats so much money! But Im like, Im not doing it because it doesnt feel authentic to usIm represented by Whalar, and they reached out an hour later, and usually when they approach me, theyve negotiated at the highest dollar. And so they reached out, and theyre like, [Clorox is] really flexible, and they want to give you $58,000. Im like, Im dousing myself in Clorox as we speak.Jos Roln, content creator on TikTok and Instagram as @nycgaydad, on a panel about the creator economy

Before we technically called them creators, I had the experience of starting my career at MTVwhere I quickly learned if you just said the word Snooki, you could do 10x traffic.Nicole Sia, senior director of content and social marketing, DoorDash, on a panel about investing in influencer marketing

Ive been told I need to put money in a swear jar if I say authenticity.Jesse Perl, VP of brand marketing, Major League Soccer, on a panel about brands tapping into soccer

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.

With NIL, not gonna lie, wish I was back in college right now.Minnesota Lynx forward Aerial Powers, during a panel about womens sports and performance marketing

I hope we get to a point where we just call it sports, and we dont have to call it womens sports.Andrea Brimmer, chief marketing and PR officer, Ally Financial, on a panel about womens sports

At Adidas, looking at the demographics of the folks that work in soccer versus some other sports, were probably really the only team that has women in sports marketing, versus our one person that works on the WNBA side. [Soccer] is very much more inclusive. I maybe wouldnt have been able to break into another area at Adidas.Kelsey Hough, soccer sports marketing manager, Adidas, during a panel about brands tapping into soccer

Were a little stuck in between the future and the legacy side of it. So a lot of times well have conversations with brands, and its all about audience and they need to find the audiences. And then well get an RFP from them and theyll say, We want to reach [in-market] car shoppers, but we dont want any news. So all of a sudden, youve now just restricted the pool of people you want to reach, assuming that no one [watching the] news is going to buy a new car.Mark Marshall, chairman of NBCUs global advertising and partnerships division, during a conversation about the TV industrys transformation

Theres a lot of two-for-five and two-for-six offers out there, and theres someone that is mostly yellow that advertises a lot more than us. So the risk is we run an ad and people go there instead of usAt the end of the day, I love the creative, but its all about selling cheeseburgers. So weve got to make sure we do that.Carl Loredo, global CMO, Wendys, in a conversation about the brands approach

I hate when my football team loses. Im a Giants fan, and so Im in pain. So I used to pick seven to 10 teams [to root for]...Never the Patriots, though.Dany Garcia, founder CEO, and chairwoman, The Garcia Companies, during a panel about on-demand sports fans

See original here:
Heard at Advertising Week 2023 - Marketing Brew