Social Media Updates: The September Round-up
Are you on top of the latest social media tools and features?! You should be! Here are the September 2021 highlights…
The marketing and advertising event of the year, MAD//Fest, made its post-pandemic debut on 7th-8th July 2021. We take a look back at the speaker sessions and insights which really packed a punch, plus our own TAKUMI highlights from the 2-day industry extravaganza.
The UK has been teetering around normalcy for a while, with in-person events slowly making a comeback. For the marketing and advertising industry, the promise of face-to-face interactions and the buzz of a crowded room couldn’t come fast enough. The industry’s grand reopening took place on 7th-8th July 2021, and the occasion was MAD//Fest London.
Across two days, the industry’s movers and shakers congregated in the carpark of the Truman Brewery in Shoreditch, which had been transformed into a festival-esque utopia of tents, cabanas, picnic benches, and bars. The event boasted a jam-packed agenda of sessions hosted by industry experts, from marketing agencies to huge household names and disruptive start-ups, touching on topics like technology, innovation, growth, creative campaigns, and diversity. Sessions included “Be right here: Delivering bold possibilities for brand storytelling” (Amazon), “Expect the Unexpected” (Burger King) and “Trust, Transparency and Bullsh*t” (Klarna), to name a few.
Amidst all of the insights presented in the various sessions, one common theme consistently cropped up: identity. Attitudes have shifted since the onset of the COVID-19 pandemic, and across the industry there has emerged an awareness of strengthened consumer value placed on authenticity and connection. Various brands that presented at MAD//Fest touched on these ideas, in some way or another, and acknowledged the importance of aligning their marketing and advertising efforts with their brand identity.
A key takeaway from Cadburys’ session was for brands to look inwards, understand their roots, and not to focus merely on storytelling, but also story doing. Facebook highlighted the importance of taking good intentions and turning them into meaningful actions, whilst Trinny London emphasised that the best brand marketing is that which relates to brand identity, since consumers want to identify that a brand stands for something they believe in.
For TAKUMI, diversity is crucial to our identity and we wanted to ensure that our own speaker session expressed this, as well as the importance and benefits of prioritising diversity and inclusion. We teamed up with June Sarpong, broadcaster and Director of Creative Diversity at the BBC, and Digilearning– a charity providing digital skills support with a particular focus on programmes, courses and mentoring to help equip young people with the skills to succeed in the digital and advertising industries.
The session was based on a new initiative facilitated by Digilearning, called ‘Flourish’, which aims to give underrepresented young people their first big break into the advertising industry.
MAD//Fest was the perfect opportunity to introduce Flourish and get as many brands, agencies and marketers talking about the importance of diversity.
We took to MAD//Fest’s Hexagon stage to discuss why the time for action on diversity and inclusion is now!
Our Client Director, Evelyn Oluwole, co-hosted the session alongside Lisa Goodchild from Digilearning, the BBC’s June Sarpong and Saadia Abubaker, a young leader and inspirational speaker. Lisa Goodchild led the session and introduced the topic at hand by challenging attendees to consider why companies with diversity at the heart increase revenue by 20%, and grow twice as fast!
The session continued as a dynamic and illuminating conversation between the four speakers, each sharing thought-provoking insights for attendees to reflect on.
On the second and final day of MAD//Fest, 12 young Digilearning students took to the Creativity Stage to partake in a live pitch challenge, based on a brief given to them by TAKUMI client NatWest. The students were joined by Matthew and Ryan– a creator couple TAKUMI have worked closely with on a number of campaigns and projects- who MC’d the live pitch session in their signature high-energy fashion.
Split into two teams, the students pitched their ideas to an expert panel: TAKUMI’s Evelyn Oluwole, Michelle Booth from NatWest, Tamsin Vincent from TikTok, and Gemma Greaves, Co-Founder of Nurture and Founder of Cabal.
Wielding their incredible talent and fresh Gen Z perspectives, the teams shared their honest opinions of the brief, which was for a NatWest programme targeted towards young people. Armed with insights like ‘only 26% of young people say they like to read’, and their view that Gen Z think ‘banking as boring’, the teams showcased their solutions for improving awareness of the NatWest programme. They emphasised the use of trusted and relevant creators, and the fact that young people love social media and technology- things which they believe banks should utilise, in order to reach their audience and make banking fun, straightforward and accessible.
Michelle Booth, Head of Marketing Strategy and Innovation at NatWest, was so impressed by the creativity, insight and bravery of the students- not to mention the quality of their pitches- that she invited them all to present their ideas to her colleagues.
It’s initiatives like Flourish, coupled with events like MAD//Fest, which truly harness the creativity, innovation and talent of individuals. Whether a young, underrepresented person just trying to find their start in life, or a veteran marketer with years of experience under their belt… when we come together to share ideas, insights and opportunities with one another, we all seek to benefit. Sometimes we need a helping hand, and we all have a part to play in that.
If you would like to learn more about how you can get involved with Digilearning, follow @digilearningHQ on socials or head to the website.
If you would like to support Flourish or other Digilearning initiatives, you can make a pledge here. You can pledge an hour of mentoring time, run workshops, recruit for a role or internship, sponsor a programme, and more!