Andpeople Believe Brands Exist to Create More Value Than They Extract

Andpeople Believe Brands Exist to Create More Value Than They Extract
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Creative agency Andpeople is urging brands to champion empathy as the industry navigates its way through the continually transforming global landscape.

The last twelve months has accelerated the need for brands to rethink their role in civil society, the relationship with their audience and the value they create. Brands are no longer just products or services, but an instrumental part of our life system and they have the means, agility and trust to create more change than government. Though, for the Sydney-based agency these are concepts which have rung true since its inception.

“In the beginning we felt like we were shouting against a brick wall; urging brands not to ignore these cultural moments and challenges but show up and genuinely care. Now it’s being played out through mass audience behavior across the globe, whether that’s #PayUp, Black Lives Matter or climate change. These are real life generational issues which consumers expect brands to understand and be part of the solution,” said Andpeople Managing Director, Andrew McDade.

With a portfolio including adidas, Reebok, P.E Nation and JD Sports to name a few, Andpeople is pushing for a shift in the engagement of consumers, namely, youth. The agency recognises that the next generation are breaking convention harder and faster than any other because they have the mindset and tools to invent the change they want.

Speaking on this, McDade reiterated Andpeople’s commitment to breaking conventional marketing tactics, and instead harnessing a value-driven approach to creativity and positioning itself at the forefront of this new era in brand marketing.

“At our core we’ve always challenged the status quo, driven by a belief that brands exist to create more value than they extract. Value that is measured via emotional metrics, not capitalist. The only way to achieve success and win commercially is to recalibrate the value you create.” he added.

Andpeople is offering brands the tools to confront this shift, unveiling a film which is a call to arms for brands looking to navigate this future. It showcases the agency’s commitment to having culture and community at the front and centre of youth creativity; as it has always done.

Challenging brands to:

Be more human

Be more transparent

Earn more trust

Collaborate more radically

Create more communities

Be more empathetic

Be more optimistic

Be more entertaining

Be more supportive

Inspire more imagination

Celebrate more creativity

Make the world better

Make us better

 

 

Please login with linkedin to comment

andpeople

Latest News

There’s Still Time To Smash Out Your B&T Awards Entry! Submissions Close (For Real) At 5pm AEST Today!
  • Advertising
  • Marketing
  • Media
  • Technology

There’s Still Time To Smash Out Your B&T Awards Entry! Submissions Close (For Real) At 5pm AEST Today!

Didn’t land your first serve? Avoid the embarrassment of a double fault and take another swing at getting your entry in for this year’s B&T Awards. We know many of you would relish the opportunity to take on the industry’s top seeds, so keep the rally going and you could soon be proudly raising a […]

by B&T Magazine

B&T Magazine
Byron Baes Faces New Challenge As Children’s Store Opposes Trademark
  • Media

Byron Baes Faces New Challenge As Children’s Store Opposes Trademark

After months of opposition from locals, Netflix’s Byron-based reality show has been hit with another hurdle. Byron Baes has been touted by Netflix as a “docu-soap” featuring a “feed of hot Instagrammers living their best lives”. Since the show was announced, it has been met by consistent opposition from locals, with many businesses announcing a […]

by B&T Magazine

B&T Magazine
Sunday TV Wrap: The Olympics Dominates Sunday As Seven Secures Almost Half The Total TV Viewership
  • Media

Sunday TV Wrap: The Olympics Dominates Sunday As Seven Secures Almost Half The Total TV Viewership

What do you do if you’re stuck in lockdown? Stare at incredibly fit people doing impossible athletic feats and critique their every move from the comfort of your couch and Oodie, obviously. After the opening ceremony snagged over two million viewers, Olympic watching habits showed no sign of stopping. Seven broadcast the gymnastics, basketball, canoe […]

by B&T Magazine

B&T Magazine
Zenith Report: Global Ad Spends To Grow 11.2% In 2021, Australia At A More Modest 9.1%
  • Advertising
  • Media

Zenith Report: Global Ad Spends To Grow 11.2% In 2021, Australia At A More Modest 9.1%

Global advertising expenditure will grow 11.2 per cent in 2021, driven by exceptional demand for performance-led ecommerce advertising and brand advertising on online video, according to Zenith’s latest Advertising Expenditure Forecasts report. Advertising expenditure will total US$669 billion this year, US$40 billion more than was spent before the pandemic in 2019. Growth in advertising expenditure […]

20/2/18: Editor in chief of The Australian newspaper, Paul Whittaker. PIC: John Feder/The Australian.
  • Media

Sky News Officially Goes Regional

Credlin, The Bolt Report, Alan Jones and more will begin officially airing on TV in regional Australia. After announcing its intentio to launch a 24 hour regional news channel earlier this year, Sky News Regional will officially launch on August 1st in parts of NSW, Victoria, Queensland and SA. According to Sky News, the channel will […]

Cummins&Partners Bolsters Sydney Team After A String Of New Wins
  • Advertising

Cummins&Partners Bolsters Sydney Team After A String Of New Wins

Following a range of new business wins, Cummins&Partners Sydney is investing in growing their team across a range of disciplines. Recent client appointments include Singapore Airlines-backed experiences platform Pelago, Indeed, F45 Group’s newest brands FS8 and Hamptons Life, and South African Tourism among others. Top L -R : Meredith Ansoul and Matty Graham. Bottom L-R: […]

Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

As event planners continue to pivot towards digital, the industry has seen the incredible audience reaching capabilities of online events. Providing dynamic, personalised events without the constraints of venue limits has allowed organisers to create new digitl experiences and engagement, aided by new tech. Now, companies are rethinking how to bring in-person event back – […]

by B&T Magazine

B&T Magazine
New Study Shows Advertising In News Outperforms Facebook And YouTube
  • Advertising

New Study Shows Advertising In News Outperforms Facebook And YouTube

The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms. When it comes to increasing brand and sales impact, ads placed in news consistently outperform both Facebook and YouTube. The findings come from The Benchmark Series, the largest cross-media advertising effectiveness study ever […]

Close-up of female hands touching buttons of black computer keyboard
  • Marketing
  • Media

Australian Freelancers Prefer Writing About Marketing And Finance, According To New Report

ContentGrow has released a new study titled The State of APAC’s Freelance Writer Economy 2021. The tech company surveyed 1,200 freelance writers and journalists across seven key markets on the bloc: Singapore, Indonesia, Philippines, Hong Kong, China, India, and Australia. The report includes actionable intel on things like rates, languages, and popular niches for content […]

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]