Ad fab: new approaches to TV advertising

TV advertising has never been more agile, more versatile, more flexible. There have never been more ways to tap into its commercial magic and tread untrodden paths. Watch our Innovation event filmed live at BAFTA on 22nd February; where we looked at the extraordinary variety of ways brands are using today’s TV and celebrate the value of doing things differently, at scale.

As well as showcasing how technology and fresh thinking are re-energising what TV has to offer advertisers, we also went under the hood of three innovative campaigns in the company of the clever people who delivered them.

We also took a broader look at the best ways to encourage new ideas in the company of the celebrated economist, writer and broadcaster Tim Harford. Plus, Saatchi & Saatchi’s brilliant Chairman and Chief Strategy Officer, Richard Huntington, explained why he believes orthodoxy is advertising’s Kryptonite.

Ad Fab Sessions

How to be creative and resilient in a tidy-minded world 
Celebrated economist, writer and broadcaster, Tim Harford, shares some of what he’s learned about the human side of innovation. Where does it come from? What are the best ways to encourage new ideas? What are the barriers and biases preventing us and how can we overcome them?

Ad innovations round-up 
From live ads and addressability to brilliant contextual advertising and new VOD formats, TV’s versatility is creating a raft of new opportunities for brands. Zoe Harkness, Head of Industry Programmes at Thinkbox, brings us up to date with a survey of some the latest and best work.

Ronseal in partnership with Channel 4
Building on last year’s #RonsealAdBreak campaign, viewers were presented with a Bank Holiday dilemma: stay in and watch Channel 4 or get out and #RonsealTheWeekend to tackle the DIY. Andy Moore, Group Partnership Manager at Channel 4, takes the stage to interview Julie Chadwick, Director at BJL, and Caroline Vaughan, Marketing Manager at Ronseal, about the process, why they partnered and what outcomes they witnessed.

How partnering with The Voice helps brands sing
Claire Heys
, Director, Brand & Content Partnerships at ITV, explores how different brands have used their association with The Voice to good effect. Featuring Nivea, giffgaff, Phillips and more.

Movember: Be the Difference with Sky
Helena Jennison, Marketing & Communications Director of Movember, Lucy Markham, Instrumentalist at Bountiful Cow, and Victoria Stephen, Creative Solutions Manager at Sky talk about delivering a cross-platform integrated campaign with a very simple, powerful aim: to stop men dying too young.

Orthodoxy is our Kryptonite
Richard Huntington
, Chairman and Chief Strategy Officer of Saatchi & Saatchi, on advertising’s search for explosive and impossible-looking outcomes and the role of bold strategic leaps in creating demonstrably different futures for brands.


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