As we start a new term, I wanted to share some key learnings, themes and trends that we can adopt to help elevate our creative product for 2021/22.

MOUSETRAPPING:

Mice aren’t attracted to mousetraps, they’re attracted to what you put on it. Marketeers need to be single-minded on what they want to get/trap with their comms  – The content needs to be focused on getting/trapping this whether it be an email address, application etc.

SPARK CHANGE:

Even if the client/campaign doesn’t actually spark change, having the ambition to do so in the sector will attract audiences. 

BEST IDEAS ARE PURPOSE-DRIVEN IDEAS:

Purpose-driven communication took centre stage at Cannes this year. The brands that won the awards found ways to improve lives through technology – not for shock and awe purposes.

Looking ahead, brands need to have a meaningful role and place to play in people’s lives. The substance of the message needs to be authentic and have a genuine purpose.

TECH:

“[In the future,] the key will always be to balance physical and digital in customer experience,” Chiara Manco, WARC. AR is a great example of this.

DESIGN AND VIDEO:

TikTok, where home-grown, low-fidelity, raw and authentic content is now hugely popular, especially with the GEN Z audience, can help influence behaviour.

EXPERIENCE MATTERS:

People will jump through a few hoops and move into that active engagement space with brands if the experience is significantly rewarding, challenging, provocative or remarkable.

The notion of seamless experiences isn’t new, but it has been accelerated by the COVID-19 pandemic. The expectations people have from brands has fundamentally changed – it’s opened up a whole new generation of experiences, habits, rituals and unmet needs.

KEY THEMES:

At the core, this year’s conversations laddered up to one overarching theme: CONNECTION. Relatable content, sustainability, brand purpose, and immersive experiences.