OK Boomer! Demystifying Online Culture & Narrative
Consumers don’t make decisions based on quality or price anymore. They connect based on shared experiences, passions, style, and values. If demographics and purchase history are not the creative springboard to incite this kind of experience — what is?
Our panel of branding experts and internet optimists discussed how brands are using technology and data to understand consumers in more meaningful ways, and increase their cultural intuition in order to connect with them — authentically.
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Lydia Daly is a hyper entrepreneurial marketing executive with a passion for mixing art and science and a history of delivering innovative campaigns for brands and publishers globally. As the SVP of Social Media & Branded Content Strategy at Viacom, she leads a team of strategists, analysts & makers who collectively solve business challenges by leveraging cultural, audience & industry insights & data to inspire creativity & connect brands to culture. She specializes in identifying, evaluating & prioritizing growth opportunities, providing consultative services & leading cross-functional strategic initiatives covering all of Viacom's brands including MTV, Comedy Central, Nickelodeon, Awesomeness, Paramount & Pluto TV. Previously, she was a Strategy Director for JWT in New York & Singapore, where she worked on a combination of brand, digital & channel planning with a focus on creating multi-channel solutions.
Chris Perry specializes in helping clients decode the rapidly changing media environment and crafting strategies to keep them ahead of the curve. As Chief Innovation Officer at Weber Shandwick he translates trends into tangible commercial opportunities, drawing on more than 20 years of digital and media experience. Chris has counseled global business leaders including IBM, General Motors, PepsiCo, Novartis, Verizon Wireless and Unilever on transformational communications programs as well as groundbreaking social impact campaigns, including the launch of Standup2Cancer, which has raised hundreds of millions of dollars for life-saving cancer studies.
Seth Gaffney is co-founder and Chief Strategy Officer of Austin-based advertising agency, Preacher. There, he helps companies like ESPN, Fanta, The Container Store, Tommy John, Vital Farms, and Topgolf stand out in highly competitive categories by standing for something. He leads a team of strategists who go wide and dig deep to make believers in brands. Before Preacher, he co-headed the strategy department at Mother where he met his two partners and ran the Virgin Mobile, Tanqueray and Sour Patch Kids businesses. Previously he worked at Wieden+Kennedy, Deutsch, Fallon and DiMassimo after graduating cum laude from Georgetown University. Seth has won multiple EFFIEs (campaign effectiveness awards) for his work and lectured on brand strategy at universities like Columbia, UT, and VCU. Outside of work, he loves running and running around with his 5 year old daughter, 2 year old son, and badass wife Jess, who serves as the CEO of Women@Austin.
Jonathon Morgan is the Co-Founder and CEO of Yonder. Prior to Yonder, he published research about extremist groups manipulating social media with the Brookings Institution, The Atlantic, and the Washington Post, presented at NATO's Center of Excellence for Defense Against Terrorism, the United States Institute for Peace, and the African Union. Jonathon also served as an adviser to the US State Department, developing strategies for digital counter-terrorism. He regularly provides commentary about online disinformation for publications such as New York Times, NBC, NPR, and Wired.
Yonder leverages the AI of human psychology and network behaviors to detect online communities who organically come together around things they love or hate. These communities (we call them factions) are the force behind trends and news headlines. Through our network, image, and language analysis, brands can harness the potential of online influence.