Be of Value

Hello,

Here is a ramble from me on thoughts in and around the world we live in at this time. I hope it will spark some ignition to act and grow your business.

A ramble is a host of thoughts and in no particular order yet are interrelated and actionable for your consideration.

We need to investigate, interrogate and explore FEAR. Really put some effort into understanding this one word and you’ll be halfway there to understanding our current climate in which we live. This is a crucial exercise as only once we get this in your respective environments will we be able to advise and to create. Finding the appropriate FEAR frames the brief that won’t be coming from the Client. We will have to write the brief. To frame the challenge or need to be solved. TRUST will be absent for a very long time to come because of FEAR.

This is thus our ‘NEW NORMAL’

What will change – EVERYTHING and NOTHING. What we do won’t change (well sort of) but how we do it will.

We’ve been saying for a while now that CREATIVITY is the only way to survive. How could we have every guessed it would be this TRUE.

 AND

Our MEANINGFUL Role is more important than ever.

Suddenly everyone is in the HEALTH game. Every single person bar none. Every single organisation bar none. Every single Brand bar none. This is the first of its kind in living memory that the whole world is facing the same challenge.

Right now a good ACT is better than a brilliant Ad.

Ethics will be so important in how we ACT. What we SAY or DON’T SAY. What we DO or DON’T DO. So, think and think again before doing anything on behalf of our Clients... but still do.

Right now, every Client is trying to understand on how to talk to their customers. What to do. How to play a meaningful role. Here they need our help. There won’t be briefs forthcoming but there are briefs a plenty if we apply our minds. Who knows our Clients better than us? Who knows their brand/s better than us? We have their strategies. We know their purpose. So, we are well armed to help. BUT. We need to initiate contact. We need to hear them out around their current FEARS. Only then can we set about applying our collective minds to assisting them in finding their rightful place amongst the noise. Emphatically of course. And with integrity. Be tone and manner sensitive.

Stay close to your Clients to understand.

There are a number of areas we can address, namely:

• Behaviour Change
• Education
• Social Good
• Hope

To name a few.

What I’ve noticed is that many Brands have distanced themselves from their purpose through their actions. It’s our role to guide them here. We have to help them understand their WHY and act on it.

There is room for all Brands to play their part and just because they haven't done anything to date isn’t a reason to continue to do so. Or have done something odd or wrong isn’t a reason not to get it right from now on. Just be smart and authentic from here on out.

THOSE WHO WILL WIN WILL BE THOSE WHO ADAPT & CHANGE – creativity is the only way to survive!

The “New Normal” = don’t be an asshole.

I’m sure you are aware that there are websites where you can check on what your favourite celebrity has done or not done during Covid-19. An audit if you will, which might just change your mind on how you feel about them after this is all over. The same goes for Brands. Clients need to know that the public at large is looking at Brands and judging their impact during this pandemic. How did they treat their employees? How did they treat their suppliers (of which we are one)? What role did they play in their customers lives? Or were they absent? BOYCOTTING to be served if found guilty. The people are keeping a tally. Go on Google it – people have already put Brands on notice.

Action and not just words.

Which brings me to the point on how you have been treating your employees. Are you engaging them during lockdown? Are you reassuring them? Are you aware of their FEARS? Have you worked out or noticed who is and who isn’t worth it? Are you calling them out on contributing to the plight of our Clients? 

Within your Industry your Agency Brand is also being judged. Will you be remembered for your work on behalf of your Clients? Will you be the agency after this is all over that the best talent will want to come work for? Or will you have talent leaving in droves once they are able? How do you think your Clients will be feeling about your contribution or the lack thereof…?

Time for us to step up. This is an amazing challenge and opportunity. We need to embrace it and adapt. We need to lead the charge and show our Clients the way. Oh, and this will generate business too.

Suddenly it feels like the whole world is working on the same BRIEF so how are we going to help our Client find their space? To be different but not for different sake. To be empathetic. To be authentic. And maybe just maybe, original. Making a real difference. Building the Brands equity without selling stuff.

BUT if we don’t have something to say we must be brave enough not to say it.

As our very own Chief Creative Officer of Europe, Adrian Botan says:

“From storytelling to storydoing”.

From the start of this pandemic till now we have seen change, so speed is the key. Witness, understand, act. Speed of execution and speed of innovation. We don’t have time for perfection so land any plane.

• Ideate
• Produce
• Implement

The digital transformation is REAL.

So, BE OF VALUE.

Be meaningful

Be safe

Best

Fraser