Attending dmexco, the World's Largest Digital Marketing Conference (Part 2)
Following the report from Dentsu Inc. Media Convergence Promotion Office's Tetsu Kono, who visited the world's largest digital marketing conference "dmexco" on-site, we now introduce the activities of Dentsu Inc. Aegis Network (DAN), which demonstrated a particularly strong presence across booths, conferences, sponsorships, and event operations.
While other advertising agencies shared space in the Agency Lounge, DAN exhibited its own booth for the first time this year. Unlike events like CES, booths at dmexco primarily serve as venues for business meetings and networking. Consequently, most booths feature comfortable sofas occupying the majority of the space. DAN, however, installed a large touch panel display. Information on each DAN brand was installed, allowing any member to easily present capabilities tailored to a client's interests.
Additionally, demo corners were set up at both ends of the booth, offering experiences with two technologies utilizing brainwave analysis. The first was a game where players raced miniature cars by concentrating their minds. The other provided optimal music tailored to one of ten levels of relaxation detected in brainwaves. Isobar Poland developed these technologies, inspired by brainwave analysis technology jointly developed by Dentsu ScienceJam Inc. and Dentsu Inc.'s CDC.
Zbigniew Nasajewski, head of the DAN Poland booth, explains, "While these technologies aren't necessarily adopted directly by clients, they spark discussions with interested clients about developing problem-solving tools using brainwave analysis technology. They're effective for extracting business insights from client conversations." The exhibit will be relocated to the DAN Germany office after the event and used as a business discussion tool for some time.
The core conference at dmexco featured diverse programs covering mobile, marketing, e-commerce, strategy, and business trends, with five DAN executives participating as speakers. At the "The Women’s Leadership Table" discussion, EMEA and Americas CEO Nigel Morris moderated a panel with three female executives from Unilever, Facebook, and OMD. They explored topics like talent and diversity from multiple perspectives. Other panelists included Doug Ray, Global President of Kara; Lars Bo Jæbensen, CEO of DAN Northern, Central, and Eastern Europe; Zoya Paskarayevich, CEO of DAN Germany; and Patricia McDonald, Chief Strategy Officer of Isobar UK.
Outside the venue, DAN also demonstrated proactive initiatives. Posterscope provided "Posterlive," a service that collaborated with a local OOH company to live-stream dmexco news across the city. The setup was remarkably simple: one editor stationed at the press center inside the venue simply entered photos, articles, and videos into a pre-set format on a laptop. Throughout the event, dmexco news was delivered to approximately 130 OOH displays, including subway and national railway stations, as well as malls.
Regarding DAN's participation in dmexco, Mr. Morris stated, "For DAN, which aims to be a practical pioneer in the digital economy, a presence at dmexco is extremely important. Convergence and globalization are key themes for the industry. Events like Cannes Lions, the Consumer Electronics Show, and dmexco are converging into one, where the industry's development is constantly being tested."
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