How do brands move beyond the mundane and expected to create the “power of fame” – crafting multichannel marketing campaigns that win awards, creating buzz and drive results?
According to Jennifer Campbell, general manager of commercial marketing for Canada Post, it involves “a bit of bravery and risk-taking.”
“It’s easy to stay in the comfort zone and rely on the tried and true, but in reality, if you want to get to great work, you need to take chances, walk across the bridge and break the mold.”
Campbell and Scott Pinkney, vice president and executive creative director for Publicis, will co-present a free webinar, “The Power of Creative + Strategy in Driving Brand Fame” on Thursday, March 5 at 2 p.m. ET, hosted by Multichannel Merchant.
“Brands and their agencies have an amazing sandbox to play in today that includes mobile, online, direct mail, experiential marketing, social and other channels, and consumers engage in lots of different ways,” Pinkney said. “There’s lots of data available that allows you to create meaningful, exciting and powerful experiences. How can play in this sandbox? You can pull these toys together, but you don’t have to use all of them at the same time.”
“Everyone’s trying to do more with less and be in market faster, which makes it easier to do the same old thing,” Campbell said. “The key is to step back and try and be disruptive, think outside the box. And customer data insights are the key to finding that ‘a ha’ moment; from that, everything flows. Being disruptive can be a bit scary, but it drives accolades and results.”