How does bravery define great work, that was the question from David Droga to this panel of industry legends at Advertising Week Europe earlier this week. Here’s what John Hegarty had to say about that. He doesn’t like the word ‘bravery’, linking that directly to an element fear and nobody wants to be afraid.
Firstly, he said: “Agencies don’t make great decisions they make recommendations and when we talk about agencies being brave, we’re not, it’s our clients.”
And secondly: “We spend a lot of time trying to get clients to buy brave work and my latest observation is if 10 per cent is bought by clients you’re doing quite well. So you’re being paid vast amounts of money for being ignored 90 per cent of the time.”
Hegarty admits that despite his efforts trying to get clients to be brave with advertising, they are simply not “attuned” to taking risks. His solution? Change your approach.
“There is no point in saying ‘I want you to be brave’. You’re not going to succeed,” he told the advertisers in the room. “We need to challenge this notion that we’ve got to sell more bravery because people won’t like it – we’ve got to think of a different word for it.”
Hegarty revealed he now uses the word “excitement” when talking about bolder work to clients.
Last week I was in Portorož (Slovenia) to give a presentation at 20th edition of the Golden Drum Awards. To this creative audience I wanted to show that the necessity of building social currency for brands calls for bravery and creativity and as such is a great opportunity for the business that we are in.
We know that we have a lot less control of what is being told about a brand today. In the world where we control messaging we need great storytelling, but that alone isn’t enough anymore. We also need to make sure we try to influence the part where we have no control: “giving people a story to tell to each other”. We believe it’s key for brands to do both.
But too often today when you talk about influencing the uncontrolled part we end up quite immediately into social media content. When business discovered social media in 2005-2006 with blogging, it proved an interesting way to share opinion or backstages stories around a brand. In the better examples CEO’s would openly talk about their business once a week in a lengthy blogpost that would allow people to reply to. When LinkedIn but especially Facebook came along, more content (but smaller pieces) was needed for updates several times per week. And with Twitter brands are urged to posts several times a day. At the same time content became more visual, we all know (I hope) the importance of the visual web. This trend however has brands talk to us as we are all ignorant kids and to be honest, most ‘branded content’ is actually worse than the 30″ commercial that so many hate.
Managing the conversation is not the same as provoking the conversation. And we should have the tactical rules of social rule our decisions in developing content to provoke. We no only think you should provoke a conversation, it should result in a conversation worth remembering. As an example I give the campaign we created for ‘Stop The Traffik’. This campaign is approximately 2 years old and yet 1 month ago 2 million views were added to the video when Upworthy discovered it (again). And since the the conversation that came out of it is still as valid for the brand is it was at launch.
That brings us to social currency. You create that when you repeatedly created social objects. And as I’ve written before, with the social object, it’s not so much the object that is important as it is the conversations it triggered around it. My business card is a social object. Almost every time I hand it out people ask me what ‘Change Architect’ (my second role) means and by explaining that I already get a chance to explain why change is important for the agency and how that defines the work that we make.
So why then the necessity for bravery & creativity in building social currency? In my presentation I list 5 points:
Surprise & entertain
Make it irreverent
Make it awesome
But remember, this is not a science so stay agile and adapt constantly while creating.