2013 challenges: Peter Biggs
Peter Biggs, chief executive at Clemenger BBDO Melbourne, shares the challenges facing the creative industry in 2013
2013 will be a year when the usual fog of war – for clients and agencies – will become more intense.
Why?
In the reception at Clemenger BBDO/Melbourne, we have a poster on the wall. It’s a quotation from the great broadcaster, Edward R Murrow, who was immortalised in George Clooney’s movie Good Night, And Good Luck: “Anyone who isn’t confused doesn’t really understand the situation.”
This seems to capture the reality of where clients and agencies find themselves in this shape-shifting, always-on world.
In the first decade of the 21st century, we have moved from a marketing environment focused on power (spend, weight and scale) to one focused on agility. The game is now not about share of share – but speed of share. The consumer now is the medium. Earned media – not owned media or bought media – is the pearl of great price.
With this in mind, all of us who lead organisations are being called upon to make the kind of lightning quick and seemingly contradictory decisions taken by Marshal Foch which won him and the Allies the pivotal Battle of the Marne in 1914 and saved Paris from the invading German army:
"My right is driven in. My centre is giving way. Impossible to manoeuvre. Situation excellent. I attack.”
The biggest challenge facing Clemenger BBDO/Melbourne in 2013 is to gear the agency, in terms of structure and culture, to not only respond to this new world – but to lead it.
We’ll have to do this running forward through dust and smoke. Even so, we can glimpse the faint shadows of what needs to drive us. And the largest and most distinct shadow is “digital”.
But what do we mean by “digital”? A large part of today’s fog of war is confusion within clients and agencies around defining digital. We all want it – and we all want to do it. But what is it? Come with me as I grope for an answer.
In order to thrive, brands need to create compelling experiences that are powered by, and made relevant through, social connections people value.
As brands seek to engage people rather than simply broadcast messages to them, digital is key. The opportunities it offers are significant but equally the challenges can be stifling, not least because the balance of power between brand and consumer has changed to the latter’s advantage.
At the heart of this new ecosystem of engagement is the need for marketers and their agencies to create strategies, customer journeys and experiences that are not just ‘liked’ but lead to genuine advocacy. This is the measure of success because nothing can compete with the persuasive power of individuals spreading brand information through their personal networks.
By advocacy, I mean going beyond an affinity with a brand to a more personal, intuitive connection with a product or service – a cause even – that you feel bonded to and passionate enough about to share with others. A brand has much more power and depth if people want to join it – rather than simply buy it. Let’s face it, a lot of the so-called doctrines of “top down” brand theory have been turned on their heads in recent years. To affect people’s behaviour we now need to understand diametrically opposite influences – mass and personal.
Broadly as a society, we are now being influenced by the wisdom of experts and the wisdom of crowds but on a more personal level, subjectively, the wisdom of friends will always be more relevant. This is the big opportunity for brands today – to work out how we improve the way we use social technologies to bring together the intelligence of people’s friends with their own beliefs. The big question, then, is this: How do we better use social networks, technologies and all the touch-points of interaction together to increase the flow of advocacy for a brand?
The brands that get this right will be judged as the ones that successfully create more valuable interactions, appealing to personal tastes and preferences. This is really all digital has to be. Simply, it needs to be useful in this context. Everything else is secondary. If you address anyone in this way, with their problems or by creating new opportunities to experience something, people will engage with the brand more.
But you cannot define a digital philosophy without also focusing on the role data plays. The key is using data to orchestrate and build engaging platforms. Think of it as the fuel that drives digital – and by this I mean it’s the behavioural proof of what people are doing in their day-to-day lives. And it’s digital’s ability to connect all the parts of our lives every second of the day, leaving a data trail from every interaction, that we can use to orchestrate and develop engagement platforms in our social and personal worlds. This is what is driving ideas. This is what is driving creativity.
But unless we have the knowledge that will enable us to make these connections, we cannot bring it all together – or integrate, if you will. These connections go to the heart of what it takes for a brand to be successful today – brands will only sell if they engage. And by “engage” we mean enter into a provocative, interesting and on-going relationship and interact in a way which makes the core brand idea even stronger and compelling for people. Ultimately, it’s about making brands more personal.
So the onus is on us – clients and agencies – to find compelling ways to earn people’s attention and, in turn, keep them engaged by giving them reasons to think more about a brand, why it’s useful and what more it can do for you.
That’s why, when it comes to digital, brand advocacy is everything. When we work from an understanding that digital is opening up ways for people to experience and express their feelings more intensely than any other medium before, the brands we own or steward will go from catch-up to leading.
So, in summary, I hope that 2013 will be a year of revelation for marketers, namely:
· Digital is not about speed, price, being a channel or even technology. Its power lies in making things personal.
· Advocacy isn’t a measure. It’s THE measure.
· Digital is the spine that enables organisations to manage and nurture every interaction with their consumer, turning consumers from people who buy to people who advocate and join.
· Digital provides the opportunity to link our storytelling to the data to create greater brand relevance and differentiation.
In 2013, we shall keep on learning that the old way of doing advertising won’t work anymore – because it has to exist in a culture of certainty and absolutes, where things are right or wrong. Today’s consumer-driven ideas culture is one of taking risks and learning from it, trying to disrupt and gaining insight from mistakes to feed into longer-term success.
2013 will be a fascinating year. Bring it on.
Please login with linkedin to comment
Latest News
The Power Of Nostalgia: Reinvented Macca’s Chant Gets Aussies Singing
If you, like most of the country, can’t seem to get the iconic Big Mac chant out of your head and have been seriously craving a famous burger over the last few weeks, you have experienced first-hand the success of the latest Macca’s Big Mac campaign. Bringing back the iconic chant and last week introducing […]
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
The 71st Sydney Film Festival has announced that it will present the World Premiere of Midnight Oil: The Hardest Line for its Opening Night Gala on Wednesday, June 5, at the State Theatre, followed by a post-screening celebration in the Sydney Town Hall. The Hardest Line tells Midnight Oil’s trailblazing story for the first time […]
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
IntelligenceBank, the platform that empowers global marketing teams to go to market faster, maintain brand integrity across channels and maintain legal compliance, is pleased to announce open entries for the 2024 Brandies. Once again, the Brandies will celebrate the brilliant brand work produced by marketing and brand heroes worldwide. Past winners included marketing teams from […]
The Fred Hollows Foundation Appoints Ardent For PR
The Fred Hollows Foundation has appointed Ardent, an independent full-service agency, to lead its upcoming public relations campaign, concluding a competitive pitch process. The exciting partnership will see Ardent support The Foundation across earned media relations, ambassador procurement, influencer engagement, and social media amplification for their two major community fundraising events in 2024. With an […]
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Fiverr International Ltd. has released its 2024 Business Trends Index, which is compiled from trending searches for freelance digital services on Fiverr’s platform. Among the millions of searches on the marketplace over the past six months, AI, eCommerce and social media marketing all saw significant increases. The Index shows that businesses are seeking out skilled […]
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
oOh!media has launched Perth’s first 3D anamorphic billboard. Located in Yagan Square, the billboard will display ads for local science museum Scitech, created by oOh!’s creative innovation hub POLY. Richard Moore, production and content director, POLY, said: “oOh! continues to invest in adding scalable 3D and 3DA technology to our digital network across Australia. It […]
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]
Amanda Laing Announces Resignation From Foxtel Group
The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.