Last week, NDG Graphic Designers Cheryl Macatangay, Laura Theobald, and I attended Ad2DC’s FUTAD seminar where four panelists led a discussion on the future of marketing, communications, and advertising, as well as the topic of increasing consumer engagement through emerging technologies.

Anthony Pappas, President of the Pappas Group, described the importance of interpreting data for creative types by juxtaposing campaigns from two huge companies—Nike and Adidas—and explaining the difference in outcome when certain data was used to reach certain demographics. In order to successfully reach the right buyers, you have to understand the data in its entirety.

But, sometimes you need to forget about the product and connect with the people, he said, adding that Nike built an online community marrying product design, celebrity, and emotion that is backed by great design and messaging.

TC Conway, Director of Innovative Marketing for the Discovery Channel, also reinforced this idea citing the Discovery Channel’s “Where’s 23” sticky notes campaign. “No one wants to be pushed or shoved” when it comes to advertising, he said. Instead, he suggests advertising in nontraditional ways that make people want to seek out information themselves.

Check out Ad2DC, the 32-and-under organization of the DC Ad Club, to learn more about this and similar upcoming events.