By: Bhawana Anand
Last updated : October 15, 2020 10:43 am
Justin Thomas-Copeland, CEO – DDB speaks about ‘Creativity Spark’s on day 2 of the DPAA Video Everywhere Summit 2020
In these unprecedented times, Justin explained, “Brands are looking for different marketing strategies for different channels by understanding their nuances individually. Global brands are using OOH to target consumers locally to come closer to consumers by offering them unique experiences and becoming locally relevant”.
Elaborating on the combination of data and creativity, Justin spelled that it is more about precision and creativity where brands need to create social content with their audience in the emotional tone and then scale up that emotion through data and triggering touchpoints.
He confessed that brands need to provide value to their customers during pandemic but it is slightly challenging for a few categories such as BFSI. Hence these categories need to evolve with a practical approach to become progressive.
The pandemic has highly changed the equations and working patterns of agencies and clients where both parties have come closer emotionally, articulated Justin. “Agencies are allowed to dig deeper into the business to give solutions. Sometimes there is no particular brief and agencies need to listen to clients and pick up the cues from there. Wherein brands are allowed to speak to strategy, creative and other teams to be more dynamic to drive the business with insights and data”, he summed up.