is creativity the missing metric?
TRANSCRIPT
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Is creativity the missing metric?
(A view from a brand planner)
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A view from an outsider
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Display network as part of a campaign
Or a partnership I
was NFI’d from
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But I do build brandsAnd I do love news brands
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You can tell a lot by awards
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Ends: A lot seems very tactical
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Means: A lot seems designed to break the format
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If news brand investment is to increase to the extent it needs to
Can we go for something bigger?
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The news is so compelling and so available that the marketing
suffers by comparison
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What makes news brands so compelling?
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1. Unparalleled
societal relevance
2. Honed
storytelling and craft skills
3. Insane levels of ingrained
trust
4. Unique ability to sniff out the
interesting
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So how can we make the marketing more like the news
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1. Societal relevance:Take advantage of the news
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2. Storytelling skills:Sell news skills, not just news space
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3. Long term trust:Push for longer term brand building projects reflecting
news brands long term relationships
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4. Nose for the interesting:Help brands make news of their own
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IMHOCreativity can help us unleash a bigger role for news
brands, but only if we never forget the special context of news media