IAB Debrief 2023

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Ham Yard Hotel, 1 Ham Yard, London, W1D 7DT

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Event Overview

Abercrombie & Fitch, E.ON Next, Boots and Bodyform were among the speakers sharing smart ways they’ve used digital channels to challenge the norm, deliver results and spark some joy. From targeting the best moment to connect with consumers or finding the perfect digital home for your creative, this event was all about bringing stories to life in new and exciting ways. Plus, Spark Foundry’s Marcos Angelides christened 2024 the year of adaptation.

Catch up on all the happenings from an action-packed morning here.

Agenda

Breakfast

Opening & welcome

James Chandler, Chief Marketing Officer, IAB UK

Power Up for Change: easing Genz eco-anxiety

The energy industry has seen historically high global wholesale prices, leading to rising bills for many. This has created an unprecedented focus on how, as a society, we create and use energy. Whilst the cost-of-living crisis is undoubtedly the most prominent weight on people’s minds, another worry has also crept in – eco-anxiety. Fuelled by extreme weather and in-denial world leaders, it’s plaguing the minds of future generations, specifically, GenZ, who are, in some cases, advised to seek counselling. Specific triggers send people’s eco-anxiety spiralling, such as the surround sound of media catastrophising and a spike in social video content when extreme heat or flooding hits. Podcasts, however, present a good route for ‘switching off’ and a medium that GenZ can use to ease their eco-anxiety.

So, to tackle eco-anxiety, Acast, Starcom and E.ON Next created the Power Up for Change branded content partnership, a branded content series designed to help podcast audiences rest, relax and renew when they feel affected by eco-anxiety. This partnership educated listeners on what exactly eco-anxiety is by leveraging genuine experts in the field before providing listeners with resources that work to empower them and diffuse their anxieties. The session will cover how the partnership went, and how brands and creators can approach global news and cultural events.

Emma Webster, Marketing Campaign manager, E.ON Next & Lily Taurau, Key Account Manager, Acast

Busting Taboos with Bloody Good Content: Empowering women with digital marketing

Libresse (known as Bodyform in the UK) is a trailblazing feminine care brand aiming to destigmatise intimate experiences and drive positive change. Join us as we dig into a ground-breaking campaign that revolutionised digital marketing in the realm of women+'s health.
 
In this session, you’ll learn how we designed an SEO strategy to create influential content at scale, backed by global research and V-Zone taboo insights. The inclusive, digital-first approach led to a record-breaking year of organic results and real-world impact – making life-changing intimate health information more accessible to the people who need it.

Beth Hurst, Content Marketing Associate Director, Zenith & Thais Bogarín, Global Digital Content Manage, FemCare at Essity

Break

Combining ASOS creative lens to the Abercrombie brand DNA

In this session, you’ll hear how Abercrombie & Fitch & ASOS partnered to develop a digital-first, multi-channel marketing campaign based on a deep mutual understanding of the Zillenial Target Customer in the UK. Applying the unique ASOS creative lens to the Abercrombie brand DNA, this campaign drove brand consideration & revenue – the ultimate Holy Grail.

Nicola Rose, Senior Brand Partnerships Manager: Fashion, ASOS & Katie Adams, Senior Marketing Director EMEA, Abercrombie & Fitch

Driving Innovation for Boots with Uber

Boots wanted to connect with Uber riders at the right moment throughout summer with powerful creative and messaging that influences behaviours. The core focus of the campaigns was built around reaching people going on seaside staycations, Shopping Moments and Pride events. We’ll take you on a journey to reveal how Uber executed these campaigns to meet objectives and deliver stellar results across both performance and brand.

Chelcie Martin, Media Manager, Boots & Paul Wright, Head of Uber Advertising, Uber

Marcos Angelides' Digital Ad Edit

What goes into making a standout digital ad? Spark Foundry's Chief Strategy and Innovation Officer will share his favourite campaigns from the last 12 months.

Marcos Angelides, Chief Strategy and Innovation Officer, Spark Foundry

Close

Meet our speakers...

Beth Hurst

Beth Hurst

Content Marketing Associate Director, Zenith
Beth Hurst

Beth Hurst

Content Marketing Associate Director, Zenith
Thais Bogarin

Thais Bogarín

Global Digital Content Manage, FemCare at Essity
Thais Bogarin

Thais Bogarín

Global Digital Content Manage, FemCare at Essity
Lily Taurau

Lily Taurau

Key Account Manager, Acast
Lily Taurau

Lily Taurau

Key Account Manager, Acast
Marcos

Marcos Angelides

Chief Strategy and Innovation Officer, Spark Foundry
Marcos

Marcos Angelides

Chief Strategy and Innovation Officer, Spark Foundry
Chelcie Martin

Chelcie Martin

Media Manager, Boots UK Seasonal and Value Campaigns.
Chelcie Martin

Chelcie Martin

Media Manager, Boots UK Seasonal and Value Campaigns.
Paul Wright

Paul Wright

Head of Uber Advertising, UK and Eire
Paul Wright

Paul Wright

Head of Uber Advertising, UK and Eire
Nicola

Nicola Rose

Senior Brand Partnerships Manager: Fashion, ASOS
Nicola

Nicola Rose

Senior Brand Partnerships Manager: Fashion, ASOS
Katie

Katie Adams

Senior Marketing Director EMEA, Abercrombie & Fitch
Katie

Katie Adams

Senior Marketing Director EMEA, Abercrombie & Fitch
James Chandler

James Chandler

Chief Marketing Officer, IAB UK
James Chandler

James Chandler

Chief Marketing Officer, IAB UK

Our Sponsors

GroupM Nexus
GroupM Nexus
TikTok
TikTok

How are we being more sustainable at our events?

We’ve taken steps to ensure we are more sustainable at our events. This includes…

- Opting for fully vegetarian menus

- Printing less one-use items

- Re-using our event lanyards

- Opting for suppliers that align with our sustainability goals

How can you be more sustainable when attending our events?

- Where possible walk or travel by public transport

- Make sure when leaving our events that you hand in your lanyard with one of the team so we can reuse it at future events

- If you’re grabbing a hot drink on route – make sure you remember a reusable cup

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