AW SHORTS – BRANDS + MARKETERS

The word “unprecedented” has been used a lot to describe 2020. Only a few weeks into 2021 and it’s seeping into the new year as well. Yet, we’ve learned over the last several months that as people we are resilient and determined to find hope and optimism through it all.

Brand awareness has been at the forefront of priorities for digital marketing managers the last couple of years and has become even more important amidst obvious market changes. So what exactly does it take to achieve this?

Shifts in the environment have naturally created shifts in our psychology and behaviour, and it’s made the common phrase “‘you want what you can’t have” seem ever more poignant.

E-commerce took on even greater importance in 2020, so why are advertisers still focused on Facebook and Google?

Brand advertisers are understandably anxious about brand safety but there’s actually some good news on that front.

Misinformation and disinformation ran rampant in a year marked by a global pandemic, a U.S. election, racial unrest, climate disasters and an economic downturn.

I’d like to take you back to about ten years ago—when advertising was still “easy,” and you asked your agency to create a TVC. Both production and media budgets were solid.

These are challenging times for producers in the FMCG arena. Although Covid has had a detrimental effect on some industries, it has also been very positive for others.

The words design and creativity are widely misunderstood. If you were to ask people what they first think of when hearing them, they might say painting or drawing.

First and foremost, good memes often take a novel approach to media and typically break corporate creative norms. What’s produced by the average corporate design team is likely too polished and too reliant on thoroughly researched formulas to capture the right mood.

The most powerful takeaway was that the coronavirus is causing consumers to face a duality of competing thoughts.