Why Relinquishing Creative Control Can Benefit A Brand Campaign
In this guest post, Garth Williamson, Country Manager of Shutterstock ANZ shares his insights on the topic of ‘why relinquishing creative control can benefit a brand campaign’ from an Aussie perspective…
The pandemic this year has arguably caused the most drastic transformation in history for brands and marketers alike. As a result, brands need to be more nimble and agile than ever before – even if that means relinquishing creative control over their marketing campaigns.
But why? There’s often a mindset that creative control should fall squarely in the marketing team’s remit, yet, this shouldn’t have to be the mindset we take. Some of the most successful campaigns are ones where brands passed on the baton when it comes to creative control, for more authentic outcomes.
The pandemic has shaken up the way we communicate, and we’ve seen an increase in consumers using social media to stay connected and engage with brands. We’ve also seen a rise in influencer marketing and user-generated content (UGC) to better engage with consumers. So what can marketers learn from COVID-19 and why will overly polished campaigns soon be overshadowed by authentic and personalised campaigns?
Be nimble or risk losing falling behind
Brands need to act fast and remain nimble, especially in the current climate – from business strategies, to marketing and communications efforts. Now more than ever, it’s crucial to communicate quickly in order to bolster relationships in a post-COVID-19 world.
To stay current and connected, it’s okay to do away with the polish when it comes to content. In fact, you don’t always have to film or produce it yourself. We all know that photoshoots, video and music production can be expensive, yet without relevant visual assets, brand campaigns can be dull, non-relevant and fail to connect with the audience.
When news drops, most brands don’t have the time to carefully curate all the assets to go along with it. In order to remain nimble, it’s important to lean on the technology and tools that can help keep the wheels spinning. In fact, it’s okay to outsource or even lean on stock.
Unpolished content is more relatable
A recent study found that 96% of consumers don’t trust ads, perceiving them as opportunistic and out of touch. This attitude has been cultivated following years of clickbaity slogans and heavy-handed photoshopping, which only widened the gap between the product advertised and the consumer experience.
In an era of open communication between brands and consumers, it has never been more critical to offer authentic and personalised campaigns to connect and build relationships quickly. As a result, brands of all sizes are letting go the reins and leveraging UGC content — often created by the consumer for the consumer — to tell their stories in a more relatable way.
Take Qantas’ 2020 ‘I still call Australia home’ campaign as an example. This is an iconic ad that most Aussies would know, revisited in the COVID era through UGC videos of children in their own homes. While the concept is not new, it works because it is relatable in a year like 2020. If Qantas had introduced a new reiteration of the ad that was extremely polished and about travelling (in a year where travelling is off the cards for many Australians), the outcome would not have resonated as much. Or at all.
Consumers are now looking for content that they can connect with on a personal level, that plays with our human need for social evidence. As humans, we are conditioned to follow in the footsteps of the people and brands that we trust the most. That’s why the rugged, unpolished content that we increasingly see on brand channels resonates so well.
Platforms like Tik Tok are being used by brands more and more. Gone are the high production values and strict control over content. Brands are relinquishing control and putting the trust into the hands of creatives who understand how to deliver a brand message authentically and engagingly.
How to make the change
Creating personalised content can be costly, and is becoming even more so due to COVID-19 restrictions. One solution brands are using is outsourcing their content into the hands of other creatives — like influencers — who make a living by knowing their audiences back to front.
Another is leaning on technology and tools that can help keep the wheels turning. Platforms like Shutterstock offer millions of image assets, music and video content that can be used by marketers to bolster creativity, while remaining current, connected and responsive to trends.
No one knows what the future of marketing will hold, but one thing is clear — it’s okay for marketers to relinquish creative control every now and then.
Highly curated and polished campaigns will always have a place in the marketing mix, but we must be open to the changes happening in the market and react accordingly.
Not only will this ensure brands can react quickly, but also connect with their customers through more authentic ways.
Please login with linkedin to comment
creativityLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.