It's no secret that the leading brands in the world are pulling their creative agencies closer and the reason is not a secret, either. Brands commited to keep their relevance in the next 12 to 18 months know that creative angencies, from traditional advertising to digital, btl and experience marketing, were some of the most reliable links in their value chain when the crisis stroke. The very nature of our job is to keep an open mind, adapt to changing circumstances and discover ways to intertwine seemingly unraletd concepts to discover unsuspected patterns to deliver new ideas, different approaches and converging pathways. Creative Agencies were ready to tackle the challenge head on. And we did. We still do, but as the crisis endures, so must we, and so must our passion, but we also need to keep focusing on the 3 pillars of the ongoing redefinition of the audiences expectations: honest narrative through empathy and comitment.
As the months pile up through the pandemic, it has become more and more important to be able to understand and express the value we can create for our customers, by putting our ears at the heart of their business and their industry to fully realize the changes on their markets even as they ocur; extracting useful insights from trends and analysis to anticipate threats and opportunities; revisiting our own preconceptions about the brands we serve to get to know them to the core, deeply, infusing our core with their DNA and inspiring our passion for them and through them.
That is the only way to deliver insightful branding, engaging remote and virtual experiences, unique content and, obviously, a carefully curated brand narrative that will drive the audience across the multichannel footprint , meeting their expectations with unique stories to catch atention, trigger curiosity, develop relevance, gaining adoption and ultimatly thrive in convertions.
It is becoming one with them. And them with us. But it is also a matter of leveling down on key subjects, telling the truth even if hurts, keeping in mind the health of the brand and the deep emotional connection it has with their fanbase. It is about bracing through the worse of it to stand tall and say "no, that is not correct" or "no, that can not be done that way". More and more, brands need honesty, but not only on their messages, at the heart of their narratives but, most importantly, right on top of the table. They need us to prove our expertisse, to show what we are learning everyday and also, our sincerity and candor when we utlimately don't have a good answer. To team up with them and learn together, from each other, empowering each other to make the brand narrative shine through these uneasy times.
So get up, stretch our creative muscles once more, bring the team together, set their minds on fire and lets go change the world, one more time.
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