What makes this agency so unique is that they are able to unlock the potential of each brand that they handle by tapping into cultural conversations. And they seem to use strong yet ‘less scripted forums’. They focus on earned media and social impact over traditional media and media plays that could be expensive and time-consuming to execute.
And brands and marketers themselves choose creative and media agencies as their AOR of choice rather than choose to continue traditional agency relationships.
The reason? The need to connect and engage Gen Z meaningfully!
The choice of platforms is where the next generation is! Apps like TiKTok and Instagram – instead of going the traditional route. The perspective that brands need to go where the audience is, and in our contemporary scenario, go where the next gen is – where the younger crowd hangs out – where Gen Z is, and connected with them meaningfully and consistently is what needs to drive marketing strategies of today.
And many brands do realize that – but it is really important to know where you need to spend the meager media dollars. Earned media does not seem to be the route to take when it comes to connecting with young audiences. If you want to engage the young crowd, you need to be on TikTok rather than cable TV. Remember how Netflix came on the scene and sent Blockbuster packing?
That does not mean you don’t do anything traditional at all. You don’t completely stop doing linear TV or network commercials. You just can’t rely only on those channels alone. That is not the way culture is headed.
Since the pandemic, channels like digital, social and streaming cannot be discounted at all, if a brand wants to succeed. You have to go where the culture is.
But then again ‘Culture’ is not an easy route. Remember what happened with Bud Light and Dylan Mulvaney? Sales have slumped for the beer giant after all the furor and outcry! And just a couple of days ago, Target took down some store displays for LGBT Pride Month because some of their employees were threatened! And these are not just isolated incidents.
Many brands have had to face backlashes over ‘cultural’ marketing efforts that are seen as tagged with an agenda. But this also means that brands and marketers must be in the know of what is cultural in the world today.
There was a group that was your audience and your customers. But that is changing. One small wrong move and your people will let you know. In some ways that is a good thing. You know immediately – but it also means that a wrong move can spark a bad outrage and backlash.
Several social platforms are a mess – look at Twitter! Or Meta’s dreams of the metaverse! Or even the threat of a ban of TikTok.
Maybe a new social platform will pop up and change the face of everything we think is young and has culture.
It is volatile. It is crazy! But that is where the future is!