It's about really unlocking a lot of these different spaces for creatives to realise how large a canvas that we have because I think in a lot of places generally right now, specifically in digital, we're not seeing a lot of creativity, we're seeing a lot of feature based customisation and personalisation. When you're a national brand that has a wide array of users, how do you make sure that you stand up for what you believe in and that you have a core purpose, but also that you focus your efforts on unifying groups and not dividing them? For us moving forward, that becomes the real focus. Brands that have a strong purpose are really good at trying to be that unifier amongst that group. Sometimes the media can present this hugely polarised perspective but when you're actually on the ground in local communities, talking to different people, there are moments of connection that brands can absolutely lean into. How do you make sure that, as a brand, you can speak to those different groups? This is obviously a Canadian perspective because I'm not from America but when I look at studies about what unifies those groups, in many cases, there are a lot of things that do. I think many people inside FCB are excited for change but when you look at the overall numbers there are still 70 million people that voted for the Republicans versus the 75 million for the Democrats. FCB West works collaboratively with our Chicago agency on Clorox, and to see the success that the brand has had and some of the work that has been released has been a real highlight. Toronto has won a lot this year, virtually. They led the BMW North America CRM account win, which was big for us. FCB/SIX is full of rare talents who love CRM retention and bringing creativity to that world. And when you look into Toronto and FCB/SIX, those agencies continue to grow. Our ability to shoot video in amazing quality ridiculously fast has been amazing. That has been one of our secret weapons during Covid. When you look at Chicago, which is really the heart of our offering in North America in terms of scale and capability, our teams are doing so many things - of course classic advertising briefs, but we also have an incredibly deep team in analytics, B2B, and production with Lord and Thomas, our production unit across North America, being based in Chicago. That great work eventually led to great new business wins. We found the right leadership, which took time but we found a great team, they started to gel together, they started to do great work on their client base.
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