| Date | |
|---|---|
| Author | Mia Blakeney |
On Thursday 20 November, Digital Cinema Media and Pearl & Dean took over the OMD office for a special Cinema Edition of their All In Day series.
The morning began with a red carpet entrance and photographs, and breakfast for all. After an introduction from Laura Packshaw, Head of Investment at OMD, DCM’s Tom Linay and Pearl & Dean’s Cristina Duffy spoke to attendees about some of the fantastic upcoming cinema opportunities, as well as showing a sneak peak of some exciting film trailers.
After a break, and some fresh popcorn, OMD took part in a creative challenge, in which they had to design film posters for the highly-anticipated The Devil Wears Prada 2. Photos from the day were displayed on one of KBH’s cinema D6 screens, showcasing even more cinema advertising opportunities.
The morning closed off with a panel talk. Three accomplished female adland CEOs sat down for a fireside chat with Karis Aldridge, film freelancer and host of the BIFA Podcast.
Karen Stacey, CEO at DCM, Kathryn Jacob, CEO of Pearl & Dean, and Suzy Ryder, CEO of OMD, have each had very different career journeys, but have similar shared experiences and challenges as female leaders in the media and advertising industry.
And with Wicked: For Good, a film with two strong female leads, opening with the biggest weekend since Barbie, another female-focussed film, it is impossible to deny the relevance of, and demand for, stories led by women. And the cinema is where audiences experience these stories in all their glory.
“Image and sound are so powerful, and there’s nowhere better to experience image and sound than in the cinema” said Suzy Ryder. “We go to the cinema because we’re connected with the story we want to hear, or the people who are part of telling that story”
“That ability to be able to sit with a group of strangers, in a darkened room, and be allowed to be taken somewhere else, there’s no other medium that can do that” Kathryn Jacob agreed.
When it comes to brands aligning themselves to key cultural moments, cinema is the place to be. “Cinema’s superpower is that we know our slate far in advance,” said Karen Stacey. “Brands can see a Wicked or a Barbie and plan in ahead, rather than having to scramble to jump on a viral moment.”
Karen also emphasised that it’s key for brands to really understand the unique benefits of cinema as a medium, particularly the uplifts it can provide in attention and price perception. Integrating cinema into the wider media plan in smart, relevant ways can help brands maximise their media spend to achieve the very best results.
The three CEOs spoke to Karis and the audience about their journeys to leadership in the media and advertising industry, and shared some helpful advice.
Kathryn Jacob touched on the fact that female leaders are often spoken about as exceptional and as if they are “some sort of superwoman.” And whilst this can sometimes be positive, it can also make the achievements seem somewhat unattainable. “Anyone who believes in themselves can achieve great things” Kathryn said. “Just pace yourself. It’s not about defying gravity. It’s about showing up, doing good work, and just being kind to people!”
Karen Stacey agreed, and emphasised the importance of working with supportive people of all levels: “You’ve got to work in a company that is good, work for someone that you like, and work for things that you believe in.”
The panel drew to a close with a round of quickfire questions, in which all three CEOs agreed that ‘there are not enough female role models at the top of media owners and agencies today’. “Women are 50% of the population, and it’s just mad that we’re not represented in leadership!” Kathryn explained.
The three also agreed that ‘the best leaders are the ones who listen more than they talk’ and that ‘every great director should also do a commercial once in their career.’
However, when it came to the statement of ‘women still need to work harder than men to become leaders in media’, each panellist leant somewhere in the middle. Suzy explained “I think everyone has to work hard to become a great leader.”
The final thoughts came from DCM’s Karen Stacey: “There are three things you need to be a great leader. Self-belief. Optimism without being naïve. And bloody hard work!”