Advertising Week New York '23: Top Trends and Tips | LBBOnline – Little Black Book – LBBonline

Andy Sexton is executive creative director and partner at 2LK. Driven by his absolute passion for effective design, Andy oversees 2LK’s intelligent, insight-led approach to creativity. He directs high-level brand experiences for clients such as Intel, Canon, Cannes Lions, Salesforce, TikTok, HSBC and Oracle. His dedicated leadership of the Intel account and 18 years’ MWC experience have generated industry recognition, awards and internal pride. Andy’s creative vision is pivotal to 2LK’s continued success, shaping the award-winning work. Andy is regularly invited to write articles, speak at events and judge awards programmes worldwide.
Kate Fulford-Brown is head of client and commercial. Leading 2LK’s client services and commercial function, Kate has responsibility for creating the best possible experience and commercial outcomes for our clients and the agency. She brings 25 years’ B2B brand and advertising experience, leading global cross-functional teams at McCann, Saatchi & Saatchi and Futurebrand, for clients like MasterCard, Procter & Gamble, RBS and Nestle. Since joining 2LK in 2022 Kate has been fundamental in the development of pivotal client accounts such as Ascential and Salesforce.

AWNY curates a rich blend of immersive brand activations with inspiring keynotes and insightful panels, uniting the industry to unpack the biggest ideas, latest innovations and most wrestle-worthy issues of today.
So, what’s shaking and shaping today’s creative agenda and how did experience marketing show up at Advertising Week NY ‘23?

1. AI tops the bill.
The AI hype machine was loud and seductive, with insightful discussions on AI’s evolving role in marketing, creativity and society.
2. New design realities.
As we continue to merge digital and physical experiences, it’s clear that AR/VR/MR and Web3 can be leveraged to deepen brand connection.
3. There’s still a Metaverse.
It’s harder than ever to build trust and relevance with today’s conscientious consumers. Gen Z looks to content first, so how do we build trust through content, across different channels?
4. The B2B renaissance.
B2B is undergoing a renaissance as business models, innovation drivers and buyers evolve dramatically – some of the most profitable companies across the globe are B2B companies.
5. The Barbie experience.
From a doll to a cultural phenomenon, Barbie has become THE experience brand and she’s got a lot to teach us about experience marketing.
6. The purpose advantage.
Next-generation ‘exponential’ organisations all have an underlying purpose to positively impact the world – this propels them forwards. 
*From ‘Exponential Organisations’ by Salim Ismail
7. The future is female.
TFQ (The Female Quotient) is the equality engine for the world’s greatest businesses – and they dominated AWNY 2023. 
How can you create The Experience Advantage at AWNY (pro tips for 2024)?
Forget what you know about Cannes Lions, AWNY is a very different experience – less focus on creativity, less agency attendees, less parties, less polished content – but it’s busy and richly curated, so lean into these pro tips for 2024:
Tue, 31 Oct 2023 16:42:08 GMT


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