Stream Asia 2016 – Delivering a great first impression
Have you ever tried putting together a rock band from scratch – in one day – and then having it perform to 300 people – and deliver?
Have you ever asked 300 people to come up with 108 divergent topics that drive intriguing, interesting and occasionally edgy discussion groups – and also deliver?
Well, I’ve just returned from my first WPP Stream event – having been fortunate enough to be invited now that Blis is a global sponsor of these highly acclaimed WPP events – and it absolutely delivered.
The concept is simple but it takes vision to initially see the potential and then it takes a great team to deliver on that promise.
The idea to bring your own people, some of your clients, and some of your vendors and create an open forum to meet, chat, get to know each other and discuss work-related – and probably just as importantly, non-work related – topics and ideas, is truly inspiring.
I wasn’t sure what to expect but one of the abiding memories for me will be the openness and warmth of the people there. And I believe that cordiality comes from the spirit of the event and hosts. Everyone is encouraged to get involved and to develop relationships based on the mutual opportunity to spend three days with other people who are willing to listen and learn. The fact that you can swim in the pool or ocean whilst doing that certainly helps.
In discussion groups there are no bad ideas. Everyone can proffer an opinion safe in the knowledge that what’s said amongst peers and colleagues stays there. In one or two discussions, competing tech offerings engaged in open conversations with each other; in another discussion we were enthralled by a tale of survival and strength; in another, by a vision to help six-year olds build their own computer.
In terms of Blis and mobile, I felt the abiding message from my discussions was the need for accountability, or measurability – whether viewability, fraud bots, brand safety, or even a new measure of location accuracy. Mobile will be held, with other digital, to its own standard of measurement. There’s no point whining about TV or Outdoor measurement – if we want the dollars to flow as we think they should, we have to either build or embrace techniques that validate our campaigns. The great advantage that companies like Blis have is that, as owners of their own data, we can engage and lead these discussions.
Let’s hope that we can all deliver that!
My thanks go to WPP and the Stream Team who made the experience all so pleasant, easy and entertaining. More lip-sync Frozen needed everywhere!
Tags: Blis, Mobile, Nick Ballard, Stream Asia 2016, WPP