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Seasonal creative collaboration: a how to guide for marketers

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Tis’ the season and all that jazz. Along with mulled wine, overdue catch ups and a longing for rest by the fire, it’s also time to think about next year. In among all the Christmas parties, some planning is in order.

Marketers continue to tell The Drum how coordinating effective seasonal campaigns is tough. Combining all the collateral, coordinating freelancers, assets and most importantly campaign communications poses a huge challenge.

Hosted by The Drum, a webinar “A festive campaign with all the trimmings: a how-to guide on collaborative creativity”, on December 14, will explore how marketers can create collaboratively and effectively using a DAM platform during any seasonal time of the year. Bynder has teamed up with Age UK to demonstrate how agencies can do this effectively and reach their targets.

Age UK and Bynder will be covering how campaigns are elevated by DAM and how using such a platform will deliver consistent results.

Don’t miss out on tips for successful creative collaboration for 2018.

Sign up for the webinar here.

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Telling stories: connecting with your audience to produce an authentic experience

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We’re at the tail end of another year in the ever-evolving world of brand experience and delivering a first-class campaign in both business to business (B2B) and business to consumer (B2C) environments remains a key objective for brands – and of course, the agencies that support them. Indeed, if 2018 has taught us anything, it’s that storytelling – being able to connect with your target audience in a personal and authentic way – has never been more important.

And within that broad template some other themes have surfaced over the past 12 months, with some of the more notable highlights below.

Bigger Is Better

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If you have the appetite – and the budget – going all-out is still perhaps the most effective way to guarantee attention. You need a good idea, but if something works at one size it’s probably going to work even better if you make it bigger. And things didn’t come much larger in 2018 than the 25ft smouldering sculpture of Jeff Goldblum that Now TV and Fever PR used to promote the 25th anniversary of Jurassic Park. Planted outside of the Tower of London, Jurassic Jeff campaign received global coverage, trended on Twitter and even picked up an Instagram share from the man himself.

Building A Mystery

Never underestimate the power of the tease. At this year’s Licensing Expo in Las Vegas, first-time exhibitors Buzzfeed needed to figure out a way to stand out in an expo that was filled with scores of super-brands all trying to out-position each other. So, they went the opposite way, dropping a huge, slightly intimidating red box in the hall, that told you nothing about what was inside. You had to go in to find it yourself, and what an experience it was: a maze that contained a series of connected rooms that you navigated through doors by picking one of two answers from classic Buzzfeed-style questions (examples: “What does LOL mean?” or “How do you pronounce GIF?”).

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Enter a door to discover one of Buzzfeed’s many brands, including Tasty, Nifty and Goodful, with a personalised experience from each. Buzzfeed’s super friendly team was on hand to guide you on your way, and for me it was absolutely one of the very best exhibition stand experiences of the year. (Oh, and it’s “laugh out loud” and a hard “G”.)

Feeding The Senses

Many of the best campaigns are both experiential and immersive, and this is one area where food and beverage brands have a distinct advantage. "Whenever you can, put a company in your mouth,” says Bobby Axelrod, the billionaire hedge fund manager on TV’s Billions. Back in July, Bombay Sapphire and Wasserman invited artists and guests to a warehouse takeover in Shoreditch to stir their creativity at a live art experience. The event, which was called Canvas and ran for four days, celebrated creative flair and featured interactive drink-making installations for visitors to enjoy. By combining the very social pursuits of real-time art with cocktail making, Bombay Sapphire unveiled a truly unique experience which resonated on a variety of spectrums.

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So, what can we expect from brand experience in 2019? As we tiptoe closer to true artificial intelligence expect breakthroughs there to help marketers deliver audience experiences that are both increasingly sophisticated and personal – think Minority Report – driving huge advantages for event and sales staff, too. Indeed, the divide between sales and marketing departments will continue to narrow to ensure that an agile but singular experience is delivered to the ever-savvy consumer. Creatives will work harder to smooth out the steps on that all-important customer journey to forge a seamless, holistic experience. But while some things will change, others will stay the same, with connection, communication and conversation remaining the key elements for optimal customer experience. Because brands that tell stories, win.

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Identity are a sponsor of The Drum Experience Awards. The finnalists of these awards have been announced, you can purchase tickets to the event on 4 December at the Marriott Grosvenor Square London, now.

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JWT partners with University of Sydney to explore tech-driven creativity

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J. Walter Thompson has formed a partnership with the University of Sydney to explore how technology can be applied to the creative process and develop creative solutions for digital transformation in China.

The partnership will kick off in December 2018 with an Industry and Community Project Unit (ICPU), that will see 16 University of Sydney students from interdisciplinary areas form small teams to develop creative, ethical and context-sensitive solutions over four-week intensive courses. The University introduced ICPUs earlier this year, to provide units of study based on authentic problems and issues set out by industry, community and government organizations.

Students will be based in Sydney for the first week, where they work through the project brief, background research, and information, as well as country information. They then undertake intensive targeted research with their project groups. During weeks two and three, students will work in Shanghai with JWT China.

The final week will be spent back in Sydney, where they write up their assessment task and undertake interactive workshops to encourage critical reflection on their experience and transferability to career development.

“Ultimately the partnership will work towards what actions creative agencies can take now to deliver efficiencies across their business, and to ensure creativity is able to effectively adapt to the implementation of artificial intelligence and new technologies,” said Carter Chow, the chief executive officer of JWT China.

“We're particularly interested in exploring the connection between human and machine learning and how this will change roles in the future. We hope this is the start of many innovative and future-facing topics that both JWT China and the University of Sydney can work together on solving for the creative industry.”

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Circles.Life unveils Discover, its new AI-powered lifestyle feature

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Digital telco Circles.Life has launched an AI-powered feature called Discover in its app to allow customers to explore interesting events happening around the city.

According to the Singapore-based telco, the more Discover is used, the smarter it gets in recommending events that users are most likely to go to. This new feature, which is personalised based on the interests of individuals is available for everyone, including users who are not Circles.Life’s mobile customers.

It is optimised for local events in Singapore, enabling users to explore trending events in the country, customises the event suggestions based on the users’ interests and allows users to share the events on social media, and invite their friends.

“Circles.Life is setting up the world’s most personalized digital platform leveraging its innovative telco stack and proprietary data platform,” said Rameez Ansar, the co-founder of Circles.Life.

“Two years after the launch of what is now the leading no-contract mobile service in Singapore, we are taking a step further. Discover is the first AI-powered product outside our core mobile service. It is available for ALL users inside the Circles.Life app!”

Last month, in an attempt to get consumers to re-evaluate the value of a mobile contract and challenge the assumption that it always saves them money, Circles.Life explained to The Drum why it used the country’s favourite food, chicken rice, to prove its point.

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