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Takeaways from The 2021 Women's Leadership Forum

AMP Attends the Ad Club Women’s Leadership Forum  

 

On the eve of AMP’s quarterly mental health office closure, a group of AMP’s female associates virtually gathered to attend The Women’s Leadership Forum (2021) hosted by the Ad Club. The tagline of this year’s event, Nevertheless, She Persisted, was a foreshadowing of the primary theme throughout each session: persistence. By extension, this stands out as a reflection of an AMP core value: growth. 

 

Fighting Invisibility  

 

Gender and ethnicity also served as contextual backdrops for the stories told within each session. Award-winning author Gish Jen discussed her experience of becoming a novelist as an Asian American woman and the outside responses this frequently evoked. Being questioned as to why she wasn’t writing stories set in China was a common occurrence for Jen, and she explained that experiences like these often leave Asian Americans feeling invisible. However, instead of playing the role of a “professional victim”, as Jen puts it, she chose to stand her ground. Her decided response was: “Do Asians write about these topics? They do now.” 

 

Making Intentional Choices 

 

This notion of choice recurred throughout several sessions, with speakers explaining that having intentional responses to negative situations has profoundly shaped their journeys. Former NWHL Player & Pro Scout Blake Bolden owns that her successes have always come from the choices that she’s made. Growing up as a Black female, she had to rely largely on herself to make these choices as the sport lacked other Black females whom she could look up to. Now, Bolden is able to be that role model for other young women. “When you decide to wake up an choose to be better every single day, you’re not just making in an impact on yourself, but you could also be making an impact on someone else,” she noted while retelling the story of meeting a young Black girl who’d been inspired by Holden to play hockey. It was then that Holden realized she wasn’t just playing for herself, she was also playing for the people that she inspires. “You always have an option to choose,” she says. 

 

Being Kind To Yourself 

 

That said, getting better every day doesn’t mean working around-the-clock and ignoring burnout. To visual artist Nancy Floyd, giving herself permission to reflect and reset has allowed her to rediscover her passion for artistic endeavors that she’s become disinterred in. “Take baby steps,” she advises. “You don’t want to work out? Drive to the gym, and if you still don’t want to work out, drive home.” While she certainly isn’t a procrastinator, self-forgiveness and kind inner talk live at the center of Floyd’s creative process. 

 

Staying The Course 

 

During another session led by Wendy Ong, U.S. President of TaP Music & TaP records, listeners learned about her unconventional journey from a small apartment in Singapore to leading record labels and discovering top talent in the U.S. After moving to the U.S. with her then-husband, Ong did everything she could to land a job in the music industry, including blindly knocking on doors at record companies in NYC. After finally breaking into the scene, Ong experienced several years of success before a particularly disheartening experience at a label that left her wanting to quit the industry and return to Singapore. With the encouragement of her parents, she decided to keep marching towards her dreams. Now, as the President of a major U.S. record label, paving the way for other young women in the industry has become one of her primary passions. Noting that she wouldn’t want others to face the same struggles, she goes out of her way to “dust off the path for others so they can start their journey a little easier”. 

 

Becoming Unstoppable 


Each of these women come from vastly different backgrounds. Unwaveringly though, throughout their stories we are met first with persistence and then with growth. We quickly learn that when determination is combined with intentional choices, self-forgiveness and the understanding that actions can lead to positive change for not just the person taking action but others who look up to them as well, we become unstoppable.

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We are elated to announce that AMP Agency has named Michael Mish as President. Mish, who joined AMP Agency in 2012, most recently served as SVP, general manager and previously as SVP of business development. As president, Mish is responsible for agency operations, strategy and growth, including strategic acquisitions. Mish has had an amazing journey here at AMP! View this video to learn more: In addition to his strategic wins in multiple roles, Mish serves on Advantage's DE&I board, which is supporting a multiyear diversity, equity and inclusion strategy that includes the establishment of employee resource groups, training programs, talent benchmarks and policy recommendations. Working with other senior executive leaders, Mish is focused on developing a positive culture and recruiting diverse talent to the company. “I want to be part of the change in the industry. At AMP, our core values are Openness, Empathy and Growth. Our leadership team is focused on developing an inclusive culture and recruiting multicultural talent. Not only is it the right thing to do, but diversity of thought and experience will drive breakthrough work for our clients, increase innovation and accelerate our momentum.” Congratulations, Mish!  READ THE NEWS:  https://www.adweek.com/agencyspy/amp-agency-elevates-michael-mish-to-president/173862/

This fall, AMP is kicking off its first ever DE&I challenge! We're playing bingo all month long and we invite you to join us. There’s gonna be bingo, there’s gonna be prizes, there’s gonna be education we can use to make our workplace and the world more equitable and inclusive. Get ready to celebrate diversity *and* simultaneously compete with your fellow AMPers for some awesome grand prizes. To play, screenshot the bingo card template in our Fall 2021 DE&I Challenge highlight on our Instagram page, and re-share it to your Instagram Story as you complete challenges. Tag us in pics of you completing challenges for a chance to be featured in our Highlight reel! For recommendations and resources, view our Instagram page and click the link in bio to view the resource list. LINKS: Instagram: https://www.instagram.com/amp_agency/ Resource list: https://linktr.ee/ampagency We encourage our industry peers to join us in taking on the challenge!

In the world of social media, trends, features, and even platforms can seemingly become a phenomenon overnight. One night, you go to bed after scrolling your Instagram feed, and the next morning you wake up to a brand new, intriguing yet unfamiliar app called TikTok. It doesn't take long for this app to surpass all others as the most downloaded app of all time with over 1 billion active users across the world.  Flash forward to the present day where Instagram - and almost every other popular social platform, for that matter - are scrambling to keep up with this new app. So, what makes TikTok so attractive, and can Instagram compete with their look-a-like competitive feature, IG Reels? Well, let’s dive in!    Why is short-form video so popular all of the sudden?  Before we talk about Reels and TikTok, let’s first address why the short-form video nature of both platforms caught on so quickly. For a long while, social media marketers have strategized their content around the fact that the attention span of our followers is short- and we mean short. According to Facebook, marketers only have 0.25 seconds to capture a user’s attention before they keep scrolling.  With that in mind, snackable video content became the name of the game for brands and content creators and opened the door to a scrappier style of content - especially for brands who had typically seen video content as an expensive, high-production-value ordeal.  The lower production value required for a high-performing Reels or TikTok video was key for brands. That, paired with the fact that these platforms became widely popular during a pandemic when creative teams were developing content out of their own homes. Additionally, it opened up a new door for brands and content creators to turn out quick-hit, entertaining content.    What’s the difference between Reels and TikTok?  Now that we’ve covered why short-form video content is so popular across both Reels and TikTok, let’s discuss the key differences between these platforms that have affected how they’ve been adopted by social users.    Reels TikTok The Takeaway The User Experience To navigate to Reels, users must first open the Instagram app, where they will be shown their regular feed from accounts they follow. Then, they will select the Reels icon from the bottom menu to start viewing Reels in a TikTok-esque feed of content that’s been curated for the user by Instagram’s algorithm.  When a user opens the TikTok app, they are immediately shown a curated feed of TikToks the platform’s algorithm has chosen - AKA the “FYP” (for you page). The full screen and vertical swipe feed create a frictionless user experience that makes it as easy as possible to enjoy the app.  TikTok’s unique user experience puts short-form video content curated just for you at the center stage, creating a seamless and simple way to enjoy content. On the other hand, Reels is only a feature of Instagram among many others.  Music & Video Editing Tools Due to copyright concerns, Instagram business accounts only have access to Reels’ library of royalty-free tracks, while content creators have access to a larger library full of popular copyrighted music. While Reels does offer video editing tools, they can be tricky to navigate and their filters and effects are not very extensive.  Music and sound are the cornerstones of a TikTok video, and the app has nailed this feature with its extensive library of music and user-generated sounds available to content creators and brands alike. On top of that, TikTok’s video editing features are user-friendly, and they offer a wide variety of filters and video effects.  TikTok is the clear winner when it comes to music and video editing tools given their extensive music and sound library and editing capabilities.  Platform Purpose   Instagram, home of Reels, is a network-oriented app, where users are used to seeing content from people they are familiar with and have chosen to follow. However, in the Reels section of the app, it takes on a content-oriented approach, serving users content from people they don’t know.  At its core, TikTok is a content-oriented app. It normalized the experience of seeing content from people you don’t know in your feed based on your usage history and learned preference.  While both platforms' short-form video features are content-oriented, Instagram is known for being a network-oriented app. Instagram has offered a similar user experience through their “Explore” page since 2012, so this balance between content and network orientation is something they’ve been teetering for a while.  The Algorithm  Instagram has been less transparent about the Reels algorithm, however, it has provided a few best practices for success. For example, Instagram recommends that Reels content is entertaining, fun, and inspiring, uses the app’s creative editing tools, and leverages the music or sounds provided. Instagram has also shared that content that is visibly recycled from other apps (e.g. contains a TikTok watermark) will also be deprioritized by the algorithm.  Beyond all of the features listed above, TikTok’s arguably largest advantage is its algorithm. The platform’s parent company, ByteDance, has been very transparent about the large investment they made to design the app’s algorithm that picks up on users' personalized interests in record time, contributing to the effortless and enjoyable nature of consuming content on the app.  Overall, TikTok’s algorithm is the first of its kind and unlike anything we’ve ever seen in the social space, which ultimately contributes to its success. We don’t know as much about Instagram’s Reels algorithm, but we can assume it attempts to mimic the TikTok experience while staying true to the app and attempting to keep Reels content unique.     How Brands Can Be Successful on Reels and TikTok To be successful on Reels and TikTok, brand content shouldn’t feel like brand content. Brands need to get scrappy and creative to grab user’s attention and not stand out like a sore thumb among the style of content shared by individual creators. With that in mind, both Reels and TikTok require a unique content strategy within the brand’s larger social strategy. However, that inevitably requires extra time and effort. To decide which of these platforms to begin focusing your efforts on, ask yourself these two questions:  Which platform is your audience on currently?  Which one can you commit to doing consistently?  While there are many benefits of TikTok as discussed above in our comparison of the two platforms, many brands have already established themselves and have grown a following on Instagram, and therefore beginning to utilize Reels has a low barrier to entry. While cross-posting between the two platforms is an option we’ve seen numerous brands take, a carefully thought out strategy for each channel your brand has a presence on is more important than simply having content out there. When it comes to a brand’s social presence, quality is always preferred over quantity.  The social world is ever-evolving - and at the end of the day, there’s no one-size-fits-all answer to which platform is best - the answer is unique to your brand’s priorities and your team’s bandwidth to thoughtfully manage the channels on which your brand appears.