Another awesome day at Web Summit Lisbon, day 3 was jam-packed with fantastic talks from thought leaders and experts in digital. Here are a couple of key takeaways from my favourite talks.
My day started with a great talk on storytelling and brands from Graham McDonnell, International Creative Director at New York Times.
He discussed the importance of creating a campaign with a hidden message opposed to shoe-horning a branded message into an ad. He spoke about the saturated advertising market and the different techniques to create effective narratives and showcased some awesome examples from Volvo, Shell and other global brands. My favourite quote from his was 'content is king but the execution is your castle.'
A really interesting panel discussion with Mitchell Baker, Co-Founder and Chairwoman at Mozilla and Paige VanZant a UFC fighter, on how to keep the well of creativity and longevity flowing without losing energy.
An awesome interview whereby Maggie Stanphill, User Experience Director at Google shared her insights with Jeremy Wilks from Euronews and those in the audience. She discussed how the products that we use, both physical and digital have a massive impact on how we live our lives, and how product design can sometimes have both positive and negative impacts but how we can harness it to promote happiness.
After working in UX for 20 years, she has helped to define the voice of the user. She emphasized the importance of research and using the data to refine the user experience. I was intrigued to hear about their plans for the future and how sleep is a key focus area for them and how wind-down features such as blue light filters and push notifications to break contact with your phone are all part of a bigger plan to help protect users.
A truly inspiring interview with photography legend Rankin at the Content Makers stage. He oozed personality and this was one of the talks that really stuck in my mind. He talked with Rob Shwartz from Billboard about his lifetime learnings of being behind the lens. He shared memories from his favourite shoots and those that have been challenging and gave advice to aspiring photographers.
Alicia Tilman, CMO of SAP delved into how brands can create a one-in-a-lifetime customer journey by gaining a deep understanding of employee, brand and product experiences. She discussed the importance of creating experiences that drive growth by combining the power of technology and human emotion.
She explained that with humans feeling 27 different kinds of emotions, brands have the opportunity to build an experience for their customers. However, each time a consumer interacts with a brand this can make or break a company.
After a busy day at the conference, the LAB Group crew went headed to LX Factory for the Summit's last evening event - possibly the coolest spot in Lisbon. We chatted with some really cool businesses and enjoyed the music and great company at the warehouse party.