As the world emerges from seven years of economic gloom, the brands and agencies with most to gain from the upturn are those with the courage to explore fresh ideas and think differently.
This was the starting point for Exploration, an inaugural summit held by White Light Media for its clients and partners at the five-star G&V Royal Mile Hotel in the heart of Edinburgh last week.
The event kicked off with White Light’s CEO, Fraser Allen, revealing six trends that brands should explore thoroughly if they wish to stand out from the pack. He also unveiled a new independent business magazine that White Light is launching this summer.
Fraser was closely followed by Managing Director, Eric Campbell, who explored The Future of Digital Publishing; and Chiara Pannozzo and Christina McPherson, also of White Light Media, looked at The Psychology of Social Media.
The CMA’s very own Clare Hill then took to the stage with a stunning showcase of content marketing expertise from leading business and consumer brands.
Simon Lyle, Editor of White Light’s award-winning booze magazine, Hot Rum Cow, recounted the story of the publication – and how it has directly generated work with Primark, Associated British Foods, the London Wine Fair and RBS.
Inspiration then came in droves when polar explorer Craig Mathieson presented. He had everyone on the edge of their seats as he took the audience through his extraordinary expedition to the South Pole and how it changed not just his own life but the lives of many bullied schoolchildren he is now training to ski to the North Pole.
And for a finale, how about a whisky tasting? Step forward young entrepreneur extraordinaire Blair Bowman, founder of World Whisky Day, who told the story of his annual world-wide celebration of Scotland’s national drink – as well as treating the audience to a tasting.
Feedback from the summit has been incredibly positive. For instance, Tom Collins from the University of Stirling wrote: “Brilliant day, full of insights from people on the frontline; and lots of thought-provoking stuff. Challenging, inspirational and moving.”