Third OMD Creative Masterclass draws record attendance

Reflecting a high level of interest in emerging media communications formats, OMD’s third Creative Masterclass drew a record number of delegates.

More than 330 marketing professionals spent the day discussing how they could use mobiles, music and filmed entertainment to get closer to their audiences.

Organized by OMD, the region’s most awarded media agency network, and London-based C Squared, organizers of the Venice Festival of Media and publishers of Cream Magazine and Media & Marketing, the event featured an impressive line-up of international speakers including Charlie Stopford, head of media at Nokia Global Activation, former European Unilever media director, Alistair Hill, senior analyst at mobile measurement specialist M:Metrics, Paul Bay of Citizensound and Nigel Waller, chairman of the Branded Content Marketing Association.

Charlie Crowe, CEO of C Squared Holdings, started with the significance of mobile phones as a communications channel, highlighting innovative and effective international case studies.

‘Mobiles, Music and Movies are more than a catchy alliteration. They are an increasingly important alternative to traditional media approaches,’ he said.

Charlie Stopford looked at Nokia both from a brand and media channel perspective, using the example of its New Year Eve campaign, which was held across five cities, Hong Kong, Mumbai, Berlin, Rio de Janeiro and New York, connecting five million people via Internet and mobile phones.

Rounding off the mobile session, M:Metrics’ Alistair Hill provided ample evidence that mobile phones were a medium few could ignore, painting a vivid picture of the audience the device delivers and providing a few surprises along the way in terms of age and gender.

Paul Bay of Citizensound showed how brands can and must have sound, or at least an association with this key sense, using du as an example from the region. Nigel Waller talked about how advertisers are using branded entertainment thanks to its targeting opportunities.

Regulations in Europe have recently been loosened and are almost non-existent here, which means the Middle East is a fantastic testing ground for branded content.

‘Because we operate in a world where consumers and advertisers need to navigate a high media clutter, today is about new channels and new formats,’ ‘This event is about winning consumers’ hearts and minds by getting closer to them.

It is about physical proximity, particularly through mobiles that are fast becoming an extension of us, and emotional proximity, through the engagement levels branded entertainment generates.’ OMD’s regional managing director, Eric Bequin, said.

‘The OMD Masterclass is a great initiative as it brings international knowledge, best practice as well as innovative ideas to the region,’ commented Mohammad Itani, communications channel director of Dubai Holding.

‘Because media is no longer about just planning and buying but integrated communications, the whole industry needs such an event to push advertisers, agencies and media to work together and improve on the current standard in media and advertising.’

‘What makes the OMD Creative Masterclass so valuable is that it provides us with great insights and inspiration for future activities,’ added Visa CEMEA’s Kerry Lee Bowen. ‘The speakers OMD lines up do bring a fresh dimension and perspective.’

The third OMD Creative Masterclass was produced in association with Rotana Media Services, Fox Movies, Arabian Business and Kassab Media. Plans are already being drawn for the fourth OMD Creative Masterclass later in the year.

Tags: Alistair Hill, Arabian Business, Charlie Crowe, Charlie Stopford, Eric Bequin, Fox Movies, Kassab Media, Nigel Waller, OMD, Paul Bay, Rotana Media Services

Third OMD Creative Masterclass to focus on innovations in mobile advertising and branded entertainment

OMD’s first Creative Masterclass of the year and the third in the series will focus on mobiles, music and movies as the new ways to get close to audiences.

The one-day conference, organized by OMD Middle East and London-based C Squared, will be staged on May 28 at the Jumeirah Beach Hotel Conference Centre, where 250 invited guests are expected to attend.

Among the speakers addressing the audience of marketing and media executives are Charlie Stopford, Nokia Global Activation’s head of media and former European media director at Unilever, Alistair Hill, a senior analyst at M: Metrics consultancy, CitizenSound’s Paul Bay and Nigel Waller, chairman of the Branded Content Marketing Association.

They will identify the latest developments and trends in their respective media platforms and help the audience conceive creative ways of deploying them to communicate with consumers more effectively.

‘The first two OMD Creative Masterclasses have proved tremendously useful to create a solid foundation and common ground between our clients and teams on the issue of media creativity,’ explained Eric Bequin, OMD MENA’s regional managing director.

‘Without a shadow of a doubt, our investment in our creative product has lifted our performance, both internally and externally. There is an eagerness to break with convention and provide the clutter-cutting benefit of innovation to our clients’ brands.’

Unlike the previous editions, this OMD Creative Masterclass is themed and focuses on key topics of interest to regional advertisers.

The region’s record mobile penetration figures indicates that consumers are in the process of leap-frogging fixed-line Internet and rely more and more on broadband mobile Internet.

Branded content, be it music or movie/TV based, is also on the rise thanks to the engagement value it carries.

‘This event is evolving to meet our clients’ expectations, current and future,’ added Shadi Kandil, General Manager of OMD Dubai.

‘If a conventional approach to media is still required to meet the most basic of goals, innovations are the boost and differentiator brands need to score with consumers.

Sticking to tried and tested formulas will only get us so far so we must push the envelope. It is our duty to stay alert to market developments and capitalize on trends as early as possible.’

‘The OMD Creative Masterclass is a great initiative. It proved very stimulating, with interesting findings and options to consider,’ said Jumeirah’s Emma Fraser of the first OMD Creative Masterclass.

Co-organizer C Squared is a consultancy for the global media industry and publishes magazines, such as Cream and M&M, as well as running the Venice Festival of Media.

Its CEO, Charlie Crowe, applauded the region’s enthusiasm for media creativity.

‘When we launched the first Masterclass in the Middle East with OMD, we never expected it to grow from strength to strength in such a short time. It is fascinating to see the Middle East produce such exciting work and have some of the case studies selected by Cream being awarded trophies in media competitions,’ he enthused.

The event is sponsored by Rotana Media Services, Fox Movies, Arabian Business and Kassab Media to demonstrate their support for creativity in media.

Tags: Alistair Hill, Arabian Business, Branded Content Marketing Association., Charlie Crowe, Charlie Stopford, CitizenSound, Fox Movies, Kassab Media, Nigel Waller, OMD, Paul Bay, Rotana Media Services, Shadi Kandil