{"id":109538,"date":"2018-05-07T23:09:00","date_gmt":"2018-05-08T04:09:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/survival-savviest-top-insights-adage-survival-summit\/"},"modified":"2025-01-03T04:50:25","modified_gmt":"2025-01-03T09:50:25","slug":"survival-savviest-top-insights-adage-survival-summit","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/survival-savviest-top-insights-adage-survival-summit\/","title":{"rendered":"Survival of the Savviest: Top Insights from the AdAge Survival Summit"},"content":{"rendered":"<p>I recently had the opportunity to kick off the Ad Age Survival Summit in Chicago. The summit addressed how brands face an exceedingly high number of potential crises in today\u2019s digital age and how CMOs should prepare and react when facing these issues. Brand leaders from JPMorgan Chase, McDonald\u2019s, Nestle, and Kraft Heinz were joined by an agency and industry experts from VML, Weber Shandwick, and <a href=\"\/en-gb\/\">DAC<\/a> to share stories and advice on how to survive and thrive through all these challenges.<\/p>\n<p><a href=\"https:\/\/www.slideshare.net\/KaliPearson\/manage-your-reputation-in-the-moments-that-matter\" target=\"_blank\" rel=\"noopener\">My presentation<\/a> focused on how brands should manage their reputation in the critical moment of the customer journey when a consumer is deciding which local business to transact with. I shared some example reviews left on Google, Yelp, and Facebook that described poor customer service from some of the largest restaurant, retail, and financial services brands in North America.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16587 size-full\" src=\"\/wpe-content\/uploads\/2018\/05\/Ad-Age1.png\" alt=\"\" width=\"662\" height=\"102\" \/><\/p>\n<p>These are clearly not the type of experiences brands are seeking to create for their consumers.<\/p>\n<p>Next, I talked about some important statistics concerning the value of reviews in today\u2019s customer journey. These stats demonstrate not only the importance of creating an outstanding experience every time but of closely managing the feedback that is received when consumers don\u2019t receive this high level of service.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16588\" src=\"\/wpe-content\/uploads\/2018\/05\/Ad-age-2.png\" alt=\"\" width=\"676\" height=\"395\" \/><\/p>\n<p>Finally, and most importantly, I shared four recommendations on how local businesses can prepare for and handle negative feedback when it is received.<\/p>\n<ol>\n<li>Actively participate in the conversation about the experience, <a href=\"\/en-gb\/local-marketing-platforms\/transparensee\/\">respond to reviews<\/a>, and show the necessary attentiveness and willingness to make things better for the consumer.<\/li>\n<li>Consistently and proactively build a base of positive content by making gathering customer feedback a core part of your brand and customer service experience.<\/li>\n<li>Use this feedback internally to fuel change within the organization, avoid duplicating issues, and make things better for future customers.<\/li>\n<li>Leverage local teams in your stores, branches, and dealerships to participate in this dialogue for a more authentic, valuable conversation with customers.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16589\" src=\"\/wpe-content\/uploads\/2018\/05\/adf-age-4.png\" alt=\"\" width=\"611\" height=\"306\" \/><\/p>\n<p>Here are some other highlights from the summit:<\/p>\n<ul>\n<li>While all of the speakers and presentations had their own perspectives on the best ways to handle potential brand crises, there was one common theme present throughout Prepare, Listen, Act, and Learn.<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f349cedc670'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f349cedc670');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>Kelly Stepno, Senior Director and Washington, D.C. Practice Lead with Apco Worldwide, reiterated the importance of being prepared and having solid plans in place to handle various scenarios should they arise. Tara Carraro, Executive VP and Chief Corporate Affairs Officer at Nestle Waters North America, reiterated that by saying, \u201cIf you have the right plan in place, that helps with the speed.\u201d Many times, brands find themselves in a state of internal paralysis, which can be avoided with the proper preparation and processes in place.<\/li>\n<li>Looking at data and listening to what consumers are actually saying is critical. There is often pressure to immediately respond to a situation, but taking a closer look at the data could inform an alternative reaction by a brand. Doing this allows brands to determine if there truly is a risk at hand or if it should be seen as a creative opportunity. Mark Renshaw, Global Chair of Brand Practice at Edelman, shared the brilliant comeback of Crock-Pot following its potential downfall after NBC\u2019s hit drama This Is Us revealed (SPOILER ALERT) fan-favourite fictional dad, Jack Pearson, had died in a house fire due to a faulty Crock-Pot. A combination of a quick response by the brand via social media and celebrity influence turned this potential crisis into a creative opportunity. #crockpotisinnocent<\/li>\n<li>Second City Works taught us how to utilize improv\u2019s \u201cYes, and\u2026\u201d technique, along with others to help listen to and accept what is being said and expand upon it by adding new information to the dialogue.<\/li>\n<li>Michelle St. Jacques, Head of U.S. Brand and R&amp;D at Kraft Heinz Co., shared her thoughts on how to learn from what you put there. Some campaigns will stick, others won\u2019t, but there is always something to learn. \u201cSocial comments can be a nuisance or a gift. Treat them as a gift,&#8221; she says.<\/li>\n<li>God-is Rivera, VML\u2019s Director of Inclusion and Cultural Resonance, shared a strong presentation about why diversity is not just an HR problem, but one the entire industry needs to address to escalate progress. In adversity lies creativity and we need to do our jobs to exploit that more. We all need to be aware, accountable, and take action if we want to see more inclusion in our industry.<\/li>\n<\/ul>\n<p><em>Eli Grant is Vice President and General Manager of DAC Chicago. If you were at the AdAge Survival Summit and would like to share your thoughts, or if you\u2019d like to learn more about how DAC can help your organization prepare, listen, act, and learn through your campaigns, <\/em><a href=\"\/en-gb\/contact\/edinburgh\/\"><em>get in touch with DAC<\/em><em>! <\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I recently had the opportunity to kick off the Ad Age Survival Summit in Chicago. The summit addressed how brands face an exceedingly high number of potential crises in today\u2019s digital age and how CMOs should prepare and react when facing these issues. Brand leaders from JPMorgan Chase, McDonald\u2019s, Nestle, and Kraft Heinz were joined [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":109540,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.82,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[910,911,912,492],"class_list":["post-109538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-advertising-age","tag-crises","tag-networking","tag-strategy-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Survival of the Savviest: Top Insights from the AdAge Survival Summit | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/survival-savviest-top-insights-adage-survival-summit\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Survival of the Savviest: Top Insights from the AdAge Survival Summit | DAC\" \/>\n<meta property=\"og:description\" content=\"I recently had the opportunity to kick off the Ad Age Survival Summit in Chicago. The summit addressed how brands face an exceedingly high number of potential crises in today\u2019s digital age and how CMOs should prepare and react when facing these issues. Brand leaders from JPMorgan Chase, McDonald\u2019s, Nestle, and Kraft Heinz were joined [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/survival-savviest-top-insights-adage-survival-summit\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2018-05-08T04:09:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-03T09:50:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Blog_AdAge-Survival-of-the-Savviest-scaled-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eli Grant\" \/>\n<meta name=\"twitter:card\" 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