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I look forward to the Effie’s every year. The submitting. The judging. And the lively discussions with colleagues pull me deeper into the addicting drug of our industry– the hunt for insight. The creative treasure hunt that uncovers a truth… and seeing great work built on top of it. There were some successes. And some not-so-successful. So after the show, I went home with these four thoughts. STAND ABOVE THE NOISE. Brand storytelling is nothing new. Lee Clow emphasized that to me 20 years ago. Most work flaunts itself as storytelling, but it’s not enough. It demands passion, tension, intrigue. That’s what the people want. We respond to stories with a clear perspective, tension, and drama coming together in a way not seen before. Without the elegant design of thought, the likelihood of getting lost while reinforcing something that’s been done over and over is very high. WHAT’S YOURS IS NOT THEIRS. The word “authenticity” has been thrown around so much the last decade it has almost lost all value. Let’s raise the bar as to what is deemed as authentic because we’ve been searching in the wrong places. Discover your brand’s origin story, history, uniqueness, enduring truth rather than latching on to a trend, best practice, or a competitors winning formula. They are authentic – but to someone else. You need to put in the legwork to make that discovery. You uncover. You own. MASTER THE ART OF THE CHALLENGE. Sometimes we forget that Marketing and Advertising is for the people. We forget that we’re messy, unpredictable, and emotional creatures so advertising should reflect – and celebrate that. We’re used to so much of the meaningless, so standing above it requires challenging your audience. The best ideas this year made us take a step back. A step outside. Possibly way outside. Only then we see something new rather than looking into a mirror. BRING YOUR RECEIPTS - Because of the comprehensive need, this is always the hardest to deliver against. So bear with me. First, prove your interaction and engagement. Next, itemize how it improved your brand affinity such as reputation, likeability. And finally, show how that fueled ROI. Bonus: Bring some additional firepower to help assuage any doubts with trending data for the last 12 or 24 months. Show how you grew in comparison to your competition. And check your vagueness at the door. Specifics are paramount!
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