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Is creativity the missing metric?
The document discusses the potential of creativity as a key metric for increasing investment in news brands, emphasizing their societal relevance and storytelling abilities. It suggests that marketing should better reflect news characteristics by focusing on societal relevance, longer-term brand projects, and generating unique news stories. Ultimately, leveraging creativity can enable a more significant role for news brands while respecting their unique context.
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Is creativity the missing metric?
- 1. Is creativity themissing metric? (A view from a brand planner)
- 2. A view froman outsider
- 3. Display network as partof a campaign Or a partnership I was NFI’d from
- 4. But I dobuild brands And I do love news brands
- 5.
- 6. You can tella lot by awards
- 7. Ends: A lotseems very tactical
- 8. Means: A lotseems designed to break the format
- 9. If news brandinvestment is to increase to the extent it needs to Can we go for something bigger?
- 10. The news isso compelling and so available that the marketing suffers by comparison
- 11. What makes newsbrands so compelling?
- 12. 1. Unparalleled societal relevance 2. Honed storytelling and craftskills 3. Insane levels of ingrained trust 4. Unique ability to sniff out the interesting
- 13. So how canwe make the marketing more like the news
- 14. 1. Societal relevance: Takeadvantage of the news
- 17. 2. Storytelling skills: Sellnews skills, not just news space
- 20. 3. Long termtrust: Push for longer term brand building projects reflecting news brands long term relationships
- 22. 4. Nose forthe interesting: Help brands make news of their own
- 24. IMHO Creativity can helpus unleash a bigger role for news brands, but only if we never forget the special context of news media
Editor's Notes
- #5 EE DL DT HSBC
- #7 Warren Beaty is really too elderly to be presenting them
- #11 We love news, we can’t get enough – the mail alone is getting 200 million unique visitors a month. It’s a uniquely engaged media, I go and seek it out and actively read through it. While most broadcast channels happen to us, as passive recipients. You turn on the TV or radio and let its content and ads wash over you - news media is a system of active choice, at every moment. This isnt how people feel about social media with it’s binary, compulsive, passive scrolling, with algorithms that actually eliminate choice and diversity. News is an environment you come to to find something unfamilar, something… new. And it is also an environment of choice – very few people, except the very old or the very in jail read news brands exhaustively. So if you’re already picking and choosing, it’s very easy to just not pick any of the marketing. It’s not like the toll booth of TV or youtube. We get messages simultaneously and we choose, and the truth is that very often the marketing sticks out like a fart in a lift
- #14 I guess really here I’m addressing all of us, media planners, clients, creative agencies and news brands themselves – we all have to play our part to make this happen in a meaningful way
- #15 The first thing, and it something that is done but we could do more relates to that first thing
- #16 A newsbrand playing the news
- #18 Vice do it, facebook does it in their own way, hell even ladbible is doing it with their joy ride
- #19 It doesn’t have to be shit. In a time when every brand is trying to find a global higher purpose or mission to help them innovate and be relevant you don’t even have to compromise, you can find the partners that fit