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| T: +44 (0) 207 539 3840 |
| E: info@foolproof.co.uk |
Hear all about itAdded ( 30-07-2008 )
Foolproof founding partner Tom Wood was invited recently to speak at the 2008 Creative Industries Conference about the 'The Changing Face of Creative Industries'. Tom shared with the audience his thoughts on the two trends that are putting pressure on the creative industries sector: No.1 – clients' declining confidence in marketing This is a temporary issue that is inextricably linked to the current economic climate we find ourselves in. Marketing budgets are usually one of the first to get cut back as companies concentrate on lowering the risks associated with investing in creativity. To address this, marketing teams need to use research, customer feedback and even informal conversation with customers to inform their thinking and validate their creative ideas. No.2 – customers' declining confidence in marketing This is a more serious and permanent trend. Driven by changing consumer values that are being enabled by the web, organisations need to accept that their brand positions and advertising claims must be authentic and must be able to easily demonstrate their authenticity. For example, BA's old advertising claim that it was the "world's favourite airline" just wouldn't stand up to the type of interrogation that consumers can carry out online today. The answer? Well, it's the same as for the first trend – organisations need to collaborate with consumers through research, feedback and informal conversations during the development of their creative work to make sure that their creative thinking and execution can be validated. The next era of marketing & creativity will be:
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