Brands need love and trust, says Colenso BBDO’s Nick Worthington
Worthington speaking at BeFest
It takes a brave client and marketer to move away from TV and into other media but for any work to be successful a brand needs love and trust from the public, according to Colenso BBDO executive creative director (ECD) Nick Worthington.
Speaking at BeFest, the Festival of Content Marketing and Branded Entertainment held in Sydney today, Worthington said agencies cannot get anywhere with a client if they don’t have their love and trust, just as a brand cannot get the public to buy their product or service if they don’t love and trust the brand.
“Great work needs great clients,” he said. “It takes a really brave marketer, client and group of people to not do that [TV] and do something else. It is usually new for them, they haven’t done it before. It feels risky and takes a lot of encouragement sometimes to get people to do that.
Consumers love (if that’s the right word) products, not brands. I’m not sure ‘creative’ are the right voice necessarily to waffle on about what media mix will communicate that ‘love’
Pretty sure I don’t “love” the brand of toothpaste I buy, the toilet cleaner I use, and in a lot of circumstances I sure as hell don’t “trust” the telco my phone is with…. but I still buy them. Am I different to everyone else?!
Clients don’t love nor trust their agencies because they’re most often trying to sell them self-serving work fuelled by an obsession to be judged ‘world class’ (by a set of parameters dictated by equally self-interested award shows).
But you’re right, if they trust you, they will buy anything.
Popeye was ‘accidental content marketing’ not a planned approach from the Spinach Industry Nursery Association, SPINA for short.
Spinach was used as it was high in iron and something was needed to give him superior powers….re-writing history, no matter how convienent it may be to our point, doesn’t build trust (or love)….just sayin
‘lovemarks’ type nonsense makes for a better story.
Just ‘getting bought occasionally by lots of people’ sounds less sexy.