Dentsu and Havas were two holding companies represented at Masters of Marketing, with each featured in presentations and breakout sessions.
“At dentsu, we, like the ANA, are maniacal about being a growth driver for our client’s businesses and so we continue to invest time, thought leadership and attention here,” Jeff Greenspoon, president of global solutions at dentsu, told Adweek. “The Masters of Marketing conference provides an incredible opportunity to hear from leading marketers about their priorities and ambitions for their business and our industry, while also giving us the chance to showcase some of our own future-focused offerings.”
But even with plenty of representation at the event, agencies aren’t always a part of the main stage presentations, even as the brands present campaigns and ideas that were definitely done in tandem with their respective agencies.
The agencies that get the most play are those who present with their brands, as Barkley did with its brand partner Planet Fitness in its session on the brand’s recent campaigns, or sponsor a session, as Havas did with its “Mastering the Human Operating System” breakfast session.
IPG again had a large contingency at Masters of Marketing, and hosted an offsite presentation at Universal Studios with assorted brand and media partners.
Buzz: AI and the economy
Growth is all about numbers, and there was considerable talk sparked by the presentations about the state of the economy. While some marketers held an optimistic belief that the economic slowdown was temporary, others, especially those tied to financials, believe we may still be headed towards a recession. That kind of instability has some on edge, but with industry heads like Pritchard and others calling for growth above all else, there is a determination by the industry to try to stave off any kind of downturn through bolder marketing efforts and not taking the proverbial foot off the accelerator.
Artificial intelligence was also top of mind for attendees, but most told Adweek that accepting and molding AI to what can make marketing a better industry—simplifying tasks, taking mundane time wasters away from talented employees, and using it to spark ideas—was a better use of time and energy, rather than worrying what the technology would do to harm the industry.
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