Fluid dialogues beat planned monologues

All creativity, especially advertising, requires us to embark on a learning journey. Machines can only take us some of the way there. For the rest, we need to watch, observe, immerse and look for those unexpected nuggets of truth. In short, get out into the real world. Talk to people, not just screens of ones and zeros.

It’s the great irony of our digital age. As we’ve become more dependent on powerful tools to understand customers and their motivations, so the most insightful connection of all has been weakened. We’re forgetting what it means to be human.


The model is changing from the traditional one where broadcast was king


So the need to consider how integrated ideas connect and different communications fluidly integrate across different channels is greater. Having campaigns which are seen by people not necessarily in the centre of your target audience is easier. Technology allows us to creatively build a fame that goes beyond those you thought you wanted to talk to, finding rhythms and rituals of more disparate groupings.

The model is changing from the traditional one where broadcast was king. The creative and strategic tasks were to find the single most unifying motivator across the maximum number of people. Today, the tendency is to tell people about the utility that is most applicable to them, to help motivate their desires and feelings through personalisation. Identifying a type of response, rather than just the type of audience.

Ideas are no longer singular, the best are organic and mean different things to different people. Now, conversations beat campaigns.

Share this article
Share on linkedin
Share on facebook
Share on twitter

Check out more Big Thinking Articles

WARC: Hall & Partners explain how pharma can keep building trust

Research Live: Vanella Jackson explains why a new approach to brand evaluation is needed

Conscious Brands 100: a new way to measure world-leading brands

AdWeek: Hall & Partners comment on Microsoft ranking most Conscious Brand

The Grocer: Hall & Partners comment on the Union Jack & packaging

‘A(i)LIVE’, the world’s first ‘living’ market segmentation tool, powered by machine learning and artificial intelligence

The Value Shift

AstraZeneca and Hall & Partners win ‘Best Use of Innovation’ in 2021 BHBIA BOBI Awards

Johnson & Johnson

AdAge: Hall & Partners comment on what’s next for Johnson & Johnson’s vaccine

Brands that shape culture

Previous
Next
© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

Keep up with the latest marketing trends, industry perspectives and global insight reports shaping the world’s biggest brands.