4 takeaways from Advertising Week Europe 2022

From 16-19 May, AWEurope's "Creative Capital"-themed industry event, held in London, celebrated adland's contribution to creativity and culture. From the Future is Female awards to fireside chats, keynote discussions, and creating a positive corner on the internet—we were proud to partner with AWEurope, to bring to life why Pinterest is different.

The future is bright and fiercely female

Pinterest was proud to partner with AWE on the Future is Female awards—for a night of networking, inspiration, and celebration—with a touch of Pinterest (leaning into the Pinterest Predicts' "Night moves" trend) sprinkled throughout.

Milka Privodanova, Pinterest's Country Manager for UK & Ireland, opened the night––by sharing her pride in our industry that’s brimming with inspirational, trailblazing women. The future is bright and fiercely female—and these 10 award-winners are the ones to watch—they're shaping the future of the marketing and advertising industry.

And one female leader that should be on everyone's radar is Anya Hindmarch CBE. Pinterest's Business Marketing Director for EMEA, Visha Kudhail, hosted an intimate fireside chat with the fashion designer and award-winning entrepreneur. They covered everything from business to creativity, fashion and sustainability—and discovered Hindmarch's love for Pinterest. "I'm an obsessive Pinterest-er—my Pinterest is all about making things and crafts—I have around 100 boards, and I even take photos of those boards too," she said.

Anya Hindmarch has an impressive brand story. At just 19 years old, she founded her business, which has become an iconic global brand—and, in 2017, was awarded a CBE for her contributions to the British fashion industry. She’s passionate about constantly innovating in the luxury and retail space, while keeping sustainability top of mind. Hindmarch has launched many initiatives for the greater good in the industry and hopes to inspire other businesses to make meaningful changes too.

Hindmarch's mantra to "never give up" and "lean in and trust yourself" in all things creativity was infectious. Her book, The Sunday Times Bestseller, "If in Doubt, Wash your Hair", is packed with leadership lessons for everyone to enjoy beyond the event.

Inclusivity drives innovation (and business performance)

According to research conducted by Sprout Social, 70% of consumers believe it's important for brands to take a public stand on social and political issues.

"To feel inspired, you have to feel represented in the product," shared Privodanova, where she joined an esteemed line-up of speakers—including Reckitt's Efrain Ayala, Global Director of Diversity & Inclusion Marketing, and Phillips' Nathalie Lam, Head of Global Sponsorship and Inclusion & Diversity Lead—for a keynote discussion on: "Should boards lead on DEI issues?"

The keynote host, Stephanie Matthews, Senior Business Director of Creative Equals, also shared that consumers are increasingly more engaged in what brands are saying as well as doing. And brands mustn't shy away from these conversations. "By not taking a stand, you are taking a stand. By not taking part in the conversation, you are taking part—but maybe not in a way you would like to," said Privodanova. She continued: "inclusivity needs to be at the core of every business—that's where innovation comes from".

At Pinterest, our mission is to create a positive corner on the internet—where everyone feels welcomed, included, and inspired to create a life they love. That's why, last year, we banned weight-loss ads, and launched new features that enabled people to search by skin tone and hair type. 

We're committed not to work in silos—we ask users, creators, and industry experts to feed in—and put that positivity and inspiration into everything we do.

The power of positivity fuels purchase decisions

Matt Scheckner, Global CEO of Advertising Week, told Privodanova that he thought "Pinterest was a little bit special" and was keen to understand the secret sauce to what makes an effective consumer experience on Pinterest.

Privodanova shared: Pinterest is not a social platform—it's a personal platform—people come to plan, dream, and do. They’re imagining their lives and planning for their future-selves. It's not a place for debates or negativity. 

Where there is inspiration fuels positivity—making dreams become a reality—and that drives purchase decisions. Whether you're building brand awareness, consumer trust, or driving conversions—it pays to be positive. That's why it's different on Pinterest.

Ads stand out where they naturally fit in

Martin Galvin, Global Agency Commercial Lead at Pinterest, shared how Pinterest is structuring the business accordingly to help advertisers drive success. While Pinterest is a personal platform, it’s a commerce platform too. Ads on Pinterest don’t feel forced. Instead, they enhance the consumer experience. They're a natural fit. 

When users come to the platform searching for inspiration—your ads are highly relevant to them—they're looking for your products. And with our shopping features and capabilities to complement the users’ journey, shoppers are empowered and primed to take action. 

Almost half of weekly users in the UK say that Pinterest is an online oasis of safe, positive content¹—with 83% of weekly users saying they have made a purchase based on content they've seen from brands on Pinterest.² Plus, marketers have a competitive advantage on Pinterest—not only are your ads a natural fit, but advertisers can also tap into future trends. Check out our Pinterest Predicts report to get ahead of the game.

Future is Female awards photo credits: ©AWEurope/Shutterstock