Pursuing a new triangle of meaningful collaborations
The advertising industry has been experiencing disruption for a decade by now. Technology has been a main driver enabling savvy consumers to block or avoid ads in the digital space. New “pay for ad free business models” have emerged knowing that people want to consume content in uninterrupted ways. And the content universe has exploded setting ever higher standards for the quality of information and entertainment - lowering tolerance levels for disguised or simply bad advertising.
On the other hand new generations (Gen Z, Millennials) are demanding more from brands - purpose over profit, meaningful actions that serve their communities, values that you can stand behind as a stakeholder of any kind (consumer, employee, investor). The religion of ruthless capitalism, consumerism, materialism is coming to an end. Transparency of action and credibility as a good corporate citizen have become much more critical.
As a result companies have to step up their game and pursue a triangle of meaningful collaborations with consumers, causes and creators as the key ingredients. They serve as the inspiration ground for new ideas rooted in shared beliefs and behaviors.
CONSUMERS: They are the starting point, the community the brand wants to serve. Who are they? What do they believe in? What are their values? How do they behave in their own lives and in relation to the brand? What is their ideal of a brand to rally behind? All these insights form the basis for an organization to connect with their consumers on a deeply human level.
CAUSES: Which causes do the above consumers care about across the social and environmental spectrum? What causes does the brand already support and how? Which new ones would it like to associate with - and what is the best way to kick off those relationships? Finding the right focus or portfolio of partnerships is key to ensure meaningful contributions and high credibility.
CREATORS: Where is the brand sourcing its creativity from? What personalities is it already working with and who are they? Artists, journalists, musicians, film makers, fashion designers, engineers, athletes, poets? What pockets of creative culture does the company want to dig into? Big ideas used to come out of agencies, today they can come from anywhere. And the less they feel like advertising, the better.
Brand & marketing collaborations powered by consumers, causes and creators are the new advertising and have been winning across the industry. Just looking at the Cannes Festival of Creativity celebrated projects in recent years were: Fearless Girl (Titanium), Meet Graham (Cyber), Van Gogh’s Bedroom (Effectiveness) in 2017. Palau Pledge (Direct), Corruption Detector (Mobile), Trash Isles (PR) in 2018. Dream Crazy (Sports), Changing the Game (Brand Experience), The Truth is Worth it (Film) in 2019. They have all been purpose-driven efforts going far beyond traditional advertising expectations and instead providing physical, emotional or spiritual meaning.