📓 The Creativ Brief: Demand Creation & Advertising Week 2024
Advertising Week itinerary. Epic Games Vs. Google. Dish TV to sell. MLS goes digital. Launching Creativ Insights!
Our executive team is attending Advertising Week New York from Oct 8th to Oct 11th next week. If you’ll be in NYC, please reply to this email to link up! More information below!
There’s a common adage used across tech and business, “if you build it they will come.”
The adapted quote comes from the 1989 movie Field of Dreams, and, much like ghosts playing in a cornfield baseball diamond, the phrase represents fantasy.
People don’t buy things because they exist. They buy things because they desire them.
Desire comes from an inspirational ad, a friend’s recommendation, the envy of a neighbor, a prime location, a trusted publication or personality’s endorsement, or a free trial.
The above represent different levers that advertising employs to create demand.
No one gives a damn about a business, product, or service until they are persuaded to do so.
We’ve created demand for our business through various avenues. We’ve been published in leading marketing trades like The Drum and ADWEEK. Our executives have spoken on panels at Cannes and the American Marketing Association. We post graphics, charts, and information demonstrating our expertise across LinkedIn. We’ve created original research to show our capabilities.
Next week at Advertising Week New York, we’ll launch our new website, complete with SEO optimization, case studies, team, and information on our services. A digital shop if you will.
We understand that business thrives when their goods are in demand. As advertisers, we create that demand.
3 Stories Dominating Media and Tech Headlines
Epic Games has filed a lawsuit against Google and Samsung, accusing them of using Samsung's Auto Blocker feature to stifle competition and limit app distribution outside of the Google Play Store and Samsung Galaxy Store. Epic argues that this practice violates antitrust laws by misleading users into thinking non-store apps are unsafe, thus reducing consumer choice and preventing cheaper alternatives from gaining traction.
Why it matters: This reveals the ongoing tensions in the app marketplace, as companies like Epic challenge the dominance of tech giants like Google and Samsung in controlling app distribution, impacting how digital content is accessed and monetized.
The merger aims to combine resources to compete more effectively in a shrinking pay-TV market by offering more affordable and flexible content packages that meet changing consumer preferences.
Why it matters: This reflects the broader industry shift away from traditional satellite TV toward streaming services, as legacy media companies like Dish and DirecTV scramble to adapt in an increasingly digital, on-demand environment.
Major League Soccer (MLS) is partnering with the digital platform OneFootball to distribute highlights, stats, and other content globally, with MLS also taking a stake in the company. This collaboration seeks to expand MLS’s reach and capitalize on the growing interest in soccer in the U.S., driven by Lionel Messi’s arrival and the upcoming 2026 FIFA World Cup.
Why it matters: The MLS is leveraging digital media partnerships to grow its audience and compete with larger U.S. sports leagues, while also offering new ways to engage fans and gather valuable user data.
Creativ Spotlight - Advertising Week New York 2024 Itinerary
We organized programming throughout Advertising Week together with clients, partners, and the Advertising Week team. Please find us at the conference at the programming below.
Allan Gungormez, CSO of MOCEAN, will deliver a keynote presentation on Tuesday on Gen Z’s fractured attention, The Triple Screen.
We’ll be attending the UK Advertising Association at the British Resident at the UN on Wednesday night.
We organized an all-star panel with Formula 1, Salesforce, and client NHRL, moderated by Motorsport Network on Thursday morning. Get there early, we expect standing room only!
Dance, drink and celebrate with us on Thursday at the Advertising Week Wrap Party!
One Fun Thing - Join us for our Launch of Creativ Insights
Come celebrate with our Creativ executive team! Enjoy a premium open bar, food, music, and lively banter with fellow marketing and media executives. Share your Advertising Week Insights, make new connections, and learn how machine intelligence is reinventing market research.
Register in the Partiful link here to join us!