Warc, 9 June 2014
SYDNEY: Brands must be relevant and create influence in
order to succeed in today's business climate, the chief creative officer of DDB
Worldwide has said.
Speaking at the Mumbrella360 conference in Sydney, Amir
Kassaei told delegates that the very best advertising doesn't look like
advertising and brands should seek to create relevance rather than just
selling.
"People are not interested in advertising," he
said. "They are interested in things that are much more relevant to their
life, so the best advertising does not look like advertising.
"I'm not talking about the whole content marketing
stuff, I'm talking about the way you are approaching people, the way you are
interacting with people."
As an example, Kassaei cited a technology platform by
Johnson & Johnson baby oil that allowed parents to search the designation
of baby names while also providing extra information, such as common
professions for each name and whether certain names could be said to be happier
based on a search of emoticons across the internet.
Parents conducted 25m searches and spent an average of six minutes
on its website. "Why not use this digital infrastructure we have to help
these parents? Not selling them something, but giving them a very powerful
tool?" he asked.
In the same vein, charged with the task of enticing
Generation Y to use Glad rubbish bags, DDB Miami created a Glad-branded tent
that could be used at music festivals and turned into a rubbish bag so campers
could dispose of their waste.
Kassaei said fewer and fewer brands and categories will be
successful by relying on marketing communications. “You have to go deeper,” he
advised.
By striving for what Kassaei called "relevant
truth", brands will be able to connect with people on an emotional level.
"If we do that, consumers will do the job of communication by themselves
via the internet," he said.
But in this age of connectivity, brands also must ensure
they're relevant. "You have to deliver substantial and relevant experience
at every single possible touchpoint," he said, adding that this is because
people, for the first time in history, now know "everything in real
time".
Only influential brands can achieve relevance at every
touchpoint, Kassaei added. "Influence means that no matter what you are
doing as a company, the people will not remember what you are saying and what
you are doing, they will remember how you made them feel."
More detail about Amir Kassaei's presentation will be
covered shortly on Warc.com.
Data sourced from Warc
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