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On Tuesday 25 June, Digital Cinema Media (DCM) and Walpole, the official sector body for over 200 of the UK's finest luxury brands, hosted their second annual thought leadership event at BAFTA, this year focused on building and maintaining brand trust.
For over 100 years the big screen has been the best place to tell the greatest stories. Cinemagoers set aside quality time to indulge their passion for film in an uncluttered and safe media environment, making it one of the most trusted media platforms.
Walpole members were invited to join DCM for a morning of insights and best practice learnings around the topic of trust, discussed through a variety of different standpoints, from creative execution to media planning, focusing on brand case studies and the content brands can associate with in the cinema environment, with a keen focus on the 16-34 market.
The morning was introduced by Helen Brocklebank, CEO, Walpole and Karen Stacey, CEO, Digital Cinema Media and hosted by Amelia Wrighton, Category Director, DCM. Speakers on the morning featured some of the best minds in the industry, across key areas of Insight and Content, including:
Insight
Karen Fraser MBE, Director of Credos discussed the reasons why public trust in adverting has fallen over the past few decades, looking at factors affecting public perceptions of advertising, from bombardment to unhealthy advertising and how brands can stop that decline.
Margaret Zhang, Co-Founder of Background, took a collective approach to brand identity - “consumers don’t NEED to trust brands, they have too many options, too many platforms, too many influences”. She explained that the only way to build a long-term dialogue with the modern consumer is through community – “Brands aren’t just competing with other brands now, but are competing with the platforms themselves and culture itself [...] in this highly competitive world, a consumer presents themselves as three-dimensional entities that brands needs to consider.”
Michael Tull – Research & Insight Manager, DCM, concluded the insight part of the morning with an overview of the different roles that audio-visual media play in the lives of young people and how audiences see cinema as the most ‘premium’ and ‘trustworthy’ AV environment.
Panel discussion
With the stakes for luxury brands at an all-time high, an esteemed panel of industry experts discussed how luxury brands are navigating trust issues in today’s challenging landscape to build trust. The panel also showcased speciifc examples of brand work which stood testament to the brief, from Stephen Einhorn's tailor-made jewelery for Dumbo, to Tiffany's christmas campaign, to Fitzdares bespoke sponsorship of a Huntingdon racecourse.
Charlotte Keesing – Director, Public Affairs & International, Walpole, was our panel host, with panellists including Susie Thompson – Head of Integrated Media & Communications, Coty Luxury; Ann Wixley – Executive Creative Director, Wavemaker; William Woodhams, Chief Executive Officer, Fitzdares and Kelly Montague, Marketing Director, Stephen Einhorn.
Content
The event concluded with an exclusive look at the fantastic upcoming content that cinema has to offer. Cinema is the only medium that knows its upcoming content two years from release date, which was demonstrated by DCM’s Content Business Director, Tom Linay who took attendees through highlights of the 2019 and 2020 film slate, picking out key upcoming titles including Once Upon a Time in Hollywood, Joker, Le Mans 66, and a big potential awards contender for the 2020 season, Judy.
The morning was rounded off by Lawrence Tapper, Head of Media & Marketing Partnerships and Anna Obropta – Associate Producer/Production Liaison from Warner Bros.
Lawrence discussed a selection of case studies through prove the effectiveness of film partnerships, while Anna provided a highly exclusive deep dive into one of 2020’s most anticipated blockbusters, Wonder Woman 1984.
See photos from the event here.
Download a bespoke edition of Mission 16-34: Launch, Land, Impact here, and the deck here.
Downloade Arresting the Decline of Public Trust in UK Advertising here.