Making The Most Of 2020: Why Brands Are Choosing To Be Daring With Their Creative

Making The Most Of 2020: Why Brands Are Choosing To Be Daring With Their Creative
SHARE
THIS



As well as being the year of COVID-19, 2020 should be the year of pushing the boundaries creatively and trying new things.

That’s according to Adobe’s director of strategic business development, digital media enterprise Michael Stoddart.

Speaking as part of the ‘Creativity – Who Dares Wins‘ webinar hosted by B&T and Adobe on Tuesday, Stoddart discussed the current state of play when it comes to creativity and being daring.

“There’s a weariness, but there is an openness to try new things,” he said.

“Because what we’ve gone through has, in some ways, been very disruptive, but it’s also been very change driven.

“If you’re changing a little, you may as well change a lot.”

Stoddart reflected on his own experiences in 2020, going from working in an office to having “99 per cent” of his interactions now done through a screen.

This dramatic shift demonstrates how this same explorative mindset will spill over into decisions around technology.

“The belief that ‘technology is great, but it’s too hard to make the change’ is gone, because we were forced to make the change very rapidly,” he said.

“The world didn’t stop it changed. So there’s an openness now to look for [new] technology solutions.”

Selling Australia… with closed borders

Joining Stoddart on the panel was Tourism Australia’s general manager – PR, social, content, consumer marketing Anita Godbeer.

Tourism Australia has made a name for itself through bold and daring campaigns, dating as far back as Paul Hogan’s famous ‘shrimp on the barbie’ ad from the 1980s.

Godbeer explained: “it’s one of our core values internally to be bold and brave”.

But these values have taken a different meaning in 2020.

With borders still shut and the entire tourism industry more or less at a standstill, Tourism Australia has been forced to be daring in its creativity in order to keep potential customers engaged, Godbeer explained.

Whether it be the ‘Live from Aus’ virtual events series or shooting domestic campaigns under COVID-19 restrictions, the focus has been on ensuring Tourism Australia continues to put out engaging content.

“We are really looking at that immersive content whilst the borders are closed,” she said.

And while Tourism Australia has attracted headlines in recent years with big budget campaigns featuring the likes of Chris Hemsworth and Kylie Minogue, Godbeer explained how the organisation takes an ‘always on’ approach to its marketing.

“Tourism Marketing can be a bit dull sometimes to be honest… you see lots of beautiful turtles swimming under the ocean,” she said.

“So I guess we do try and cut through that noise with those big campaigns.

“But on the other side of things, I guess my department particularly are really looking at keeping that dream alive and engaging with customers in different in unique ways in between and in conjunction with  those big campaigns.”

She explained how this approach has helped build Australia’s reputation as a food and wine destination.

Fear or failure

While Tourism Australia has had to deal with the reality of border closures in 2020, for Australia Post, it has been an entirely different story.

COVID-19 restrictions have meant the postal service has never been so important, with many Australians now rely on Australia Post to receive essential goods.

Joining the panel discussion, Australia Post emerging products & solutions innovation manager Tish Tambakau said 2020 has seen the organisation shift their strategic focus towards “the future of home”.

“How do we help our customers – so our businesses merchants – get to their customers quicker, smarter amd more efficiently,” she said.

“That’s really the space that we’re looking at right now.”

Although a postal service may not be the first organisation that comes to mind when discussing daring creativity, Tambakau explained how pushing the boundaries is part of Australia Post’s DNA.

“Ultimately, you’ve got to think about being okay with the possibility of failure,” she said.

“Without failure, that risk isn’t big enough. You really need to embrace that risk.

“Without that ability to accept failure, you’re just going to keep playing on the safe side.”

Missed out? Click here to register and watch the event on demand from tomorrow.

 

Please login with linkedin to comment

Adobe Australia Post Tourism Australia

Latest News

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]