Our Redefining Series brings inspirational content, a shared experience through personal stories, and empowers the industry to believe in brave ideas. These personal stories let us peek into the industry’s most respected creatives and marketers to what inspires them, what moves them, and what propels them to show up and do the important, innovative and fun work.
Pete Favat, Chief Creative Officer, Deutsch North America, newly appointed ANDY Awards Chairman led the discussion saying, “Expectations are sky high for our brands and for our work. Clients and their partners need to work together more than ever. People are actively avoiding the work that our industry is creating [through ad blocking]. To do work that people don’t want to skip, takes a lot of work, takes a lot of talent and takes a better understanding of what people want to see. We have to make work that people want to respond to and I see it as a challenge. Bravery in marketing has gone from a nice-to-have to a must-have.”
He went on to say, “More than ever Bravery is good business.”
Setting the tone for a moving session, Elizabeth Nolan, ECD of Equinox took us through a journey of Equinox’s brand transition from provocative to actually brave. Kellyn Kenny, Vice President, Marketing of Uber put a call to action to the ‘Brave Hearts’ in the industry looking for a challenge to work on a unique and exciting business model.
To close, AD Club’s 2016 Rising Star at Advertising People of the Year, Katrina Craigwell, VP, Global Marketing Innovation of GE Digital brought home the importance of authenticity and trust in relationships with colleagues and your teams.
The next Redefining Bravery installment is 11/2 at VICE Media. Register Here.