The Brief
Ad:tech London needed a bold and insight-driven creative concept. This was vital to reflect its status as one of the UK’s top digital advertising and marketing technology events. As part of a global series, the show had to stand out in a crowded tech event space. It aimed to attract a sophisticated audience of brand leaders, agencies, media owners, martech providers, investors, and fast-moving startups.
The creative concept had to showcase the event’s scale, innovation, and energy. Additionally, it needed to align with an annual theme highlighting the fast-evolving digital marketing and media landscape. Importantly, the campaign had to work smoothly across all touchpoints — from digital displays and social media to print, video, environmental branding, and signage. Above all, it needed to generate excitement and relevance that would boost attendance and engagement.
Design Approach
We began with a strategic deep-dive into Ad:tech’s audience priorities. These included data-driven strategy, omnichannel platforms, ethical advertising, automation, and emerging formats. Using these insights, we created several creative routes designed to stand out with clarity, originality, and strategic relevance.
Each route reflected the year’s core theme. Moreover, we developed a flexible visual system that adapted across all assets — from keynote backdrops and exhibition guides to animated digital content and email campaigns.
After selecting the preferred direction, we launched a fully integrated campaign. This campaign was designed to resonate throughout the delegate and exhibitor journey. Every asset aimed not only to reflect the future of advertising technology but also to deliver real-world results: visibility, connection, and conversion. All of this was unified under one vibrant, cohesive creative identity.
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