Last week I attended The Holmes Report In2 Innovation Summit, the first in what The Holmes Report hopes to be a “global series of events bringing our industry’s great thinkers together to discuss and deliberate and (hopefully) disagree on topics related to insight and innovation.”The inaugural event took place in San Francisco and attendees included mostly agency and in-house PR and marketing professionals. Over the course of two days, keynote speakers and panelists discussed a variety of topics such as the value and risk of data, relevance in an era of noise, what makes for innovative storytelling, the power of content marketing, etc.
Two days’ worth of content ultimately boiled down to this: Regardless of the context in which you work – large or small company, agency or in-house, East or West Coast or somewhere in the middle, retail, manufacturing, financial services or any other industry – the success of your job is closely tied to your ability to truly understand your audience; be creative with the content you develop; deliberate about how, when and where to distribute that content; authentic in the relationships you build with customers and influencers; and smart in how you measure the impact of your campaign or program.
The Holmes Report has done a great job reporting on the most interesting of panels. I walked away from the summit with the following sound bites firmly lodged in my brain (please note I’m paraphrasing!) .
To which Tom Foremski, Silicon Valley Watcher, countered…
10 Well, every company is a media company, but that doesn’t mean you have to be CNN.