'Exciting in a perverse way': how brand comms are changing for the recession
The world seems to have been in constant crisis for the last few years, with pandemic, war, supply-chain issues, inflation and recession. This episode features agency creatives investigating what role creativity and authenticity plays in helping brands to ensure stability and recovery amid recession and uncertainty. Most importantly, we're asking the question 'amid recession and uncertainty, will creativity and authenticity lead brands through 2023?'
The Drum senior reporter Chris Sutcliffe speaks to panelists Paul Dunleavy, creative director at APS Group; Samantha Hearn, head of creative, Digital Ethos; Claire Strickett, brand strategy director at Jellyfish; and Matt Garbutt, creative director at Brave Bison, to ask:
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All the chickens have come home to roost and 2023 will be the year in which we have to face the cost of living crisis in earnest. How are brands adjusting their advertising plans off the back of that?
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Which sectors do we expect to have to change up their marketing plans the most?
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Can authenticity in comms help ameliorate the worst of the impact - and is it in fact an opportunity for brands to speak to consumers about something important to them?
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Finally, what does the panel believe will be the long-term impact of 2023's challenges on the brand marketing ecosystem as a whole?
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Brave Bison
Your world used to be limited by who you knew or where you lived. Now we live life in infinite digital space. Dating online. Working remotely. Minting NFTs. If you thought disruption was a threat before, how about now? Expectations have exploded. New platforms, creators and trends in constant flux. And you’re expected to have this all figured out. Gone are the days when you could turn to an agency – they can’t keep up either. That’s why Brave Bison is a different beast; a media, marketing and technology company built for the new era. We connect digital experiences, creators and conversions, underpinned by a universe like no other – our own social first media network. With monthly views in the billions, we know how to build communities and make hearts roar.
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APS Group
We co-create with our clients to produce award-winning strategic thinking and creative, partnering with some of the largest brands across the world. From impactful brand propositions, engaging digital content and creative outputs across print, audio, animation, video, or digital, we offer a fully end-to-end service. We are APS Group. Let’s make more possible.
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Jellyfish
Jellyfish is a marketing performance company for the platform world, where success demands a creative, multi-platform mindset. We help brands thrive, by navigating, connecting, and harnessing the platforms that drive growth.
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Digital Ethos
We're an integrated digital consultancy that uses the latest technology, our strategic skills, passion for data and creativity to develop industry-leading marketing campaigns that blow the competition out of the water.
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