009: MIK MUSELETTER
We’re back with another edition of The MIK Museletter, your fortnightly must-read for industry #insights and #creative inspiration.?
Top Of Mind
Great advertising is a two-way street. If you want consumers to engage with your brand, you have to be willing to give them something in return.?
Value-first advertising is an approach that flips the traditional “buy buy buy” format on its head. Think conversation rather than a presentation, whereby consumers are given something – like entertainment, education, or an experience – instead of a straight sell.
A great example of this is The Laundry Screen, Publicis Italy’s recent campaign for Prime Video. When The UEFA Champions League quarter-finals match between SSC Napoli and Eintracht Frankfurt was sold out, the League’s exclusive broadcaster, Prime Video gave Azzuri fans a unique viewing experience – projecting the match on white sheets hung between the hanging clothes that Napoli is famous for.
How can brands you work with engage consumers by providing value in a way that is mutually beneficial?
What’s Got Us Talking
There are a lot of hacky and fast growth tactics out there when it comes to being successful on social media. At MIK, we're big believers in slow, considered growth that compounds over time. And part of that approach is focusing on good content. Because sometimes, epic creative can be enough to make a splash online, capture your audience's attention, drive sales, and even generate PR.
Case in point, Jacquemus just dropped yet another AI-generated Reel to Instagram. So when it comes to your own brand or clients' content marketing mix, don't neglect carving out time and budget for creative and experiential content.
Spotlight On MIK
This week we sat down with one of our fantastic designers, Jamie Vincent .
Where do you find inspiration?
Most of my inspiration comes from social media, checking out what other designers are up to, and getting inspired by their work. But sometimes the most unexpected places can spark an idea, like when I'm at the grocery store or browsing through an old crochet pattern from Vinnies. Making mistakes and experimenting can be super inspiring too! It's also been great for me to have other creative hobbies besides graphic design, like cooking, crocheting, and painting, to keep my creative juices flowing.
How do you feel about the emergence of AI in design?
To me, the development of AI is both amazing and unsettling. It’s an incredibly useful tool for creatives in terms of efficiency and is definitely worth exploring and incorporating into the design process. Though as AI progresses, I hope that the industry will value human-created designs more because there is a certain beauty in the imperfections and effort put into creating something. Don't get me wrong, I'm amazed by what AI can do, but I do still get a tiny spark of joy when AI makes mistakes.
What’s your proudest moment at MIK?
I am constantly proud of being a part of the MIK team, being able to collaborate with people that are so so so good at what they do and learn from them. Seeing projects I’ve worked on come to life is super exciting. Like, "Wow, I helped make that!" Definitely a proud moment for me.
What’s got you excited about 2023?
2023 is a huge year for MIK! We've been killing it with so many new creative ventures and expanding into industries like podcasting, event management, film, and branding. It’s been super exciting being involved in a number of new initiatives in the creative space like SOY (Support Our Youth) and MIK Made (our in-house 360-degree podcast publishing arm) and I can’t wait to see how they grow through the rest of the year.
MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.?
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