“Deconstruction” at the service of creativity
Creativity in a brave world
Creativity as a dominant force was something that underpinned all of the talks. We work in an industry where big ideas win through, but how do big ideas win? The word ‘brave’ was one of the most frequent buzzwords used this week. Being brave and giving up the creative control is key in taking risk for brands.
We need to overcome the world of ‘NO’ and not be afraid of doing what we believe is right. Many of the brand leaders speaking championed the idea of selling ideas that scare rather than those that are ‘safe’.
Cultural relevance and diversity
Brands need to address simple human truths. Consumers will know if something isn’t authentic (another big buzz word).
We have a wealth of ‘big data’ at our disposal; what consumers are saying, watching, consuming etc. This needs to be where we start. Understanding consumers, staying relevant to their needs, and looking to solve a real problem will win through.
The words ‘influencer’ and ‘content creators’ were a hot topic.
Being ‘authentic’ is important, with distrust in brands higher than ever. Influencer marketing now needs to move into ‘cultural marketing’; this approach represents culture, shapes it, resonates with global communities and is a collaborative effort, rather than paying ‘social stars’ thousands to promote products.
Brands need to ensure diversity is addressed in campaigns and messaging. Also addressed was the need for the diversity message to matter within organizations. Having teams that represent the consumers they are creating the work for leads to greater ideas.
Purpose needs to address a simple human truth, centred on what a company truly believes in. Creating purpose comes back to taking risks and overcoming the word ‘NO’.
Future proofing ourselves
As marketers we constantly need to be looking to the future to ensure we are are working with the forefront of what is current. New technologies such as AI, AR, and VR, got plenty of air time, but the newest area was voice and sound.
By 2018, Google will be a voice operating search engine and the need to optimize for search is bigger than ever for brands. Brands need to understand how sound and voice play a part in communications.