Adforum’s Worldwide Summit saw Peter Cowie and Russel Wohlwerth join over thirty American and global agencies in New York to view the future of marketing. Peter concludes that content, technology, “maker culture” and results were the major themes to come out of this year’s Summit.
Campaign invited Peter to share his thoughts on this year’s glittering gathering.
Peter writes: Fresh off the plane from New York, I’ve just spent a week with our American colleague Russel Wohlwerth at one of the more interesting events on adland’s annual calendar: the 14th AdForum Summit.
Leading pitch intermediaries (or search consultants, if you like) from across the world met 30-plus super-smart and charming U.S. and global agencies for a glimpse at their predictions for the future of marketing.
Some delightfully refer to the AdForum Summit as the ad industry’s version of the fashion catwalk. It could well be. Intermediaries review new directions that agencies are taking, and observe first-hand who’s innovating best. From our front-row seats, we’ve been asked to share a few thoughts on this year’s show.
Last year it was all about storytelling and being nimble in a changing marketing world. Last week, the focus was on content creation and distribution, technology, “maker” culture, and results. It seems that marketing’s insatiable need for content has spawned a whole new ecosystem of providers, with Hollywood gaining a new relevance….