2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Make Them Hate You! Why Polemic Brand 'Fails', Win

#sxsw #bepolemic

In today's hyper-connected, always-on, and always-now era brands operate in a state of perpetual tension, fearful of when their next blunder will crescendo into a tidal wave like publicity disaster. This is limiting, and the tendency is for marketers to operate within tedious constraints driving bland, low-impact marketing that is merely 'not a failure' rather than the epic-win we all strive for.
We'll investigate the controversial few that are embracing shock marketing tactics to fuel debate. The few that are falling back on the old adage that there is no such thing as bad publicity and taking bold, polemic positions with the goal of encouraging you, and your brands to be bold.
We'll demonstrate that social media backlashes rarely have the effects we're fearful of by investigating consumers reactions to the biggest 'crises' of the year.
A journey into shock marketing, failure, and bravery visualised with research and case-studies.


Adam Abrahami


Iris Worldwide

Adam is a British-Israeli living in Manhattan. Having graduated from the University of Cambridge in 2008 he has spent the last 5 years becoming an industry leading expert in how brands and business can use digital mediums to create sustainable customer relationships and drive long term business value. Detesting the fluffy-social-media-guru style approaches that are the norm in this industry he favours hard hitting facts, figures and brass-tacks.
As part of iris-Worldwide and the founder of their Digital and Social Intelligence practice he's responsible for their significant digital consulting, insight and research function. A marketer with backbone, he wields his rigorous engineering background like a hammer. He now specialises in understanding how businesses can make use of all forms of digital and real-time data to inform their strategic decisions.

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