The Future Will Belong To Marketers Who Can Combine Storytelling With Science, Says Philippe Krakowsky

The Future Will Belong To Marketers Who Can Combine Storytelling With Science, Says Philippe Krakowsky
B&T Magazine
Edited by B&T Magazine
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Interpublic Group’s (IPG) newly-appointed chief executive officer, Philippe Krakowsky, pointed out in an interview with Campaign that this year’s Cannes Lions event will be special, while also stressing the path to success for marketing agencies in the new era.

Krakowsky highlights the importance of creativity, which as he says stems from talent that needs to be nurtured and embraced within a working environment.

He also adds that there are three important ingredients that IPG consider to be key to their culture. Those are:

  • The safety of the workers
  • The cultural diversity
  • and the deep connections with their consumers

In regards to the first aspect, Krakowsky points out that workers need to feel supported when they share their ideas, as each idea comes with its own share of risk. But when there’s an environment of trust at a company, then they’re more likely to feel safer to take the plunge and take that risk.

When speaking about diversity, Krakowsky says that companies who are more in touch with people’s needs and the way they engage with information will always remain ahead of the competition. In today’s world, companies need to expand their horizons when it comes to their brand and narrative and move them beyond traditional channels in order to even remain relevant.

Finally, Krakowsky adds that a company has to make deep investments into their connections with their clients, understanding their needs on an individual level. Only then can they begin to build a solid relationship with them, fulfilling those needs and creating content that covers any potential gap that is found through thorough research.

The IPG CEO stresses that creative talent will flourish when it is in the right environment and when it has the right people to learn from.

Krakowsky goes on to point out that after two years of absence brought on by the pandemic, the entire industry will be overflowing with creative ideas that they will be excited to trade at this year’s Cannes Lions event.

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