The opportunity in small things: A personal perspective on how to build trust
The power of brand building comes from creating innovative and culturally famous work, but a lack of trust often impedes on that. So, how do we build trust to do better work, more often? Executive creative director Tim Wood explores.
Why do you work in advertising? It’s not meant to be rhetorical; think about it.
I suspect most of us do because we believe in the power of brands. We’re always looking for ways to establish a market advantage, or reinforce our brand’s position. New product launches and sales promotions are some of the tactics we might use.
But the real power of brand building comes when we both (client and agency together) commit to a creative idea, and then develop that proposition through ongoing work that’s innovative, brave and ultimately culturally famous. But here’s the question, how often do we all get to do that, really?
