You have to admit that flying to Zurich to a conference from London, staying over night, has to be a good conference, right? A conference that adds value to a coach and consultant. So when my friends, Frank and Christian, invited me to join them in Zurich for d:pulse, I was on fire. They have built dmexco, brought the industry together a few times, and just understand the concept of good conferencing, adding value and getting the right people on board.
So there I was, and admittedly, not knowing who Sven Hannawald was, he started the conference talking about burn-out, life-life balance and taking breaks. I thought I was on a personal development conference for a moment, as the multi Olympia winner talked about his struggle with mental health, performance and not being able to take a break. He spoke to what I preach, and that at a digital conference. It reiterated my point about the industry having to come closer together to not overwork people and look after each other. Besides us being a billion dollar industry, we are still a close knit team, and we have to work together to make it a sustainable industry not only from a money perspective, but from a people perspective too.
Throughout the day it was nice to see that brands like Lufthansa or Deutsche Bank embracing new technologies, Discovery mentioning how TV is changing, and I saw attempts to take the execution of technology in-house. Companies start trying things, but also admit that they donâ€™t have the specialists in house. Technology is still a grey area for some, or at least they understand it strategically but not from an execution or operational point of view. No surprise to find a lot of consulting friends in the audience, seeing opportunity to help bigger brands on their journey.
Emotional bonding with brands is key. Whilst Deutsche admitted that in their presentation, a millennial social media company, Visual Statements, showcases emotions and how this impacts social media campaigns. All around data analysis, they test concepts on social which then inform them which products should be produced for brick and mortar stores. Throughout every presentation was a trail of data, data analysis and how they can inform decisions.
Emotions were of course also mentioned by Unruly who have looked at different meanings of gestures and how certain advertising resonates with different countries for many years (see picture). Again, their data plus the ability to change the ads according to audience, deliver a real difference.
I enjoyed the conference. New and old mingled, GenZ, Millennials and people like me ;-), the industry seems to rejuvenate itself, looking at new topics, being more experimental. All captured by the organisers in a fantastic event in Zurich. What is not to like?
And of course, Sir Martin was there. He was relaxed, talked about the industry and about how things will de-consolidate. He also made the point about content that is data driven and digital being the way forward. Take it from a man who knows, and one sentence will stick in my mind. He said, given the US media industry is 20 trillion dollars vs. 3 trillion in the UK, an hour in the US would make him 7 times more effective. I like his thinking!
In case you attended the event, let me know what you think. If you didnâ€™t, make sure you head over to the d:pulse website and register for the next event. This is a conference that will be the must-attend event in years to come.