How top creative minds are rethinking storytelling
The past year has thrown new and unique challenges to creatives around the world. We asked industry experts, from the CCO of Ogilvy Frankfurt to the general manager of Coca-Cola Korea, how they’re adapting to meet ever-changing audience needs and expectations, building specifically for online video, and evolving their approaches to storytelling.
Think with Google has added a new destination for creativity to its portfolio. Create with Google curates the creative insight, inspiration, and tools you need to make effective creative work — all in one place.
On-Screen Text: We asked industry leaders
On-Screen Text: What’s the key to game-changing video creative?
On-Screen Text: Think like a consumer
Su-Chong Choi: I think more and more, authenticity is becoming more important to our consumers because they don't want just a polished one-way communication, but they actually want to relate to the brand as well.
Patrik Söder: I think they expect to be entertained because it's like all the advertising is part of your popular culture life. So I think it's trying to be part of that world and people's interests and at least try to attract and entertain.
Kanako Inomata: I don't really think the audience expect anything specific to the advertising, they react only when the advertising means something to them in their busy life.
On-Screen Text: Use data to continue the conversation
Domenico Massareto: We always think about engagement. The comments are a very useful, very rich source of data for us. We use that to reinject creativity into that running campaign.
Kanako Inomata: We can find various insights in digital platforms and these can help us to identify the key elements working in initial stage. Those live learnings are accumulated in the team and also infused into the next creative development.
Jill Baskin: I think that this ability to marry up consumer data with your media is going to be huge and that will eventually, even for broad based brands like mine, I think will result in more personalized creative.
On-Screen Text: Use digital formats to evolve your storytelling
Siyamak Jung: I think online video allows brands, you know, to speak to a lot of different communities, so you can be, you can have like one brand message or one brand value, but you don't have to communicate it the same way. It can be really totally different and you can do much more creativity.
Patrik Söder: For us, it's been like a luxury to have this, this, starting with this format, because we're trying to tell a story that are like seven minutes long. We learn from YouTube and see what works and then we use the other channels to broaden our media mix.