So, as pretty much every business development manager across the land will be aware, New York’s annual Advertising Week is shortly upon us again, with 2013 marking its tenth anniversary.
What’s top of mind for 2013?
Last year, the emphasis was solidly on digital. This year, the tens of thousands of business development managers and other Adland attendees can look forward to an array of pressing issues besides digital and the role of Facebook and Twitter. Like the rise of native advertising, for example, and the increasing need for cross-screen marketing, not to mention the trials and tribulations of startups in the industry. All three have acquired significant increases in content this year, although they’re closely followed by digital video, mobile, dynamic women in advertising and general talent issues. And judging by the sheer weight of the 263-page tome that is the week’s guide, there’s going to be no scarcity of content.
A year is a long time in advertising and, as any jobbing business development manager can tell you, the landscape can change a lot in twelve months in this business. As Advertising Week’s Executive Vice President Matt Scheckner puts it:
“Every year, there’s a pretty girl at the dance, if you will. Years ago, it was digital. Now, digital is part of everything. Social has morphed into that now as it’s embedded in everything. And mobile is arguably going in that direction. At the same time, there are subjects that require heavy treatment.”
Interests, not themes, are the star of the show
Subjects lined up to receive that heavy treatment this year include targeting millennials and there’s quite a line-up of content providers for that one, with big publishing names like Cosmopolitan, Complex and Mental Floss all taking part. A broad range of issues will receive attention, from Forrester and comScore analysts crunching data to reality celebrity Kris Jenner discussing high-level media concepts.
Scheckner explains that the event, by design, includes a vast amount of content. He went on:
“One of the biggest misnomers every year is that we have a theme every year. There is no theme. We simply look at the subjects people are most interested in.”
The event drew more than 80,000 attendees last year and, according to Scheckner, even more are projected to attend this year.