Un-inspire me: Rethinking inspiration

Newer isn’t always better; Content isn’t king; Conflict is good. Rethinking what we thought we knew from Eurobest 2017.

Newer isn’t always better; Content isn’t king; Conflict is good. Rethinking what we thought we knew from Eurobest 2017.

Content isn’t king, context isn’t queen

Audience is the emperor. And they decide if your brand should live or die.

You have to be where they are; communicate in their language; produce the content they want to consume. To connect emotionally with them, you have to see them as contributors, not simply consumers.

Diversity is always cool

Several agencies and big companies spoke at eurobest about the diversity of their teams. In our industry, collaboration is key, and so is having a team that reflects the diversity of the audience you are targetting. To be able to achieve it, global talent is a big asset. As well as creating character profiles of your audience, create some that show what you stand for and the type of people you want in your agency.

Newer is not always better

The latest technology is nothing on its own, there are several examples of very disruptive products that didn’t make it. You have to seek the creative application. Have you tried using ‘old’ tech in a new and out-of-box way? In the end, it is about making a difference for your audience.

Barriers and conflict are your friends

They can trigger and stimulate your creative self, at least when it comes to creating a great story. This is especially relevant nowadays, when new competitors are redefining categories and changing the game. Brands (And their agencies) have to be willing to take some risks (one of the most-used words) and the timing for this is everything. If you’re going to take a risk, do it with clear intentions.

Inspiration (and un-inspiration) can come at any time.

Find ideas in a different industry. Challenge conventions and break stereotypes. Don’t be afraid to say “yes”. Be aware of your blind-spots. Champion each other. And if this doesn’t work, just go to the dancefloor (few trends and success stories are born far from them).

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