The good news: branding – and people who do branding – is ultimately quite a resilient beast. This might be because we did a good job reminding clients that being brave with budgets and broadcasting brand benefits at a time when others are quiet, can reap happy rewards. Or it may be a temporary lucky break….but B is for having marketing Balls and further nurturing them in 2021.
Sounding the B flat of caution however….some of our ‘iterative’ creative products will always flourish in a physical, shared creative space. Design is one of those. In another 12 months should we make a note to do a Deep Review of the creative that has emerged, as themes, trends, tone might all be interesting and different?
Is culture suffering? How are newbies getting up to speed with the agency brand and engaging with what it means to be part of a culture delivering consultancy and creative services? It’s what sets us apart from each other in the industry.
Good (actually I’m begging us) to move on from shouting about these ‘unprecedented times’. Probably better to focus on the insight and need. As always.
Just a tiny note: a 1-2-1 call – that’s 2 people speaking – doesn’t need a diary invite, emails with a link, or a conference dial in. Let’s just pick up the phone, even spontaneously.
Being on a Zoom call does not equate to getting any work done. Stacking the calls back to back will mean no work, all day. The work will still need to be done. We need to let people make time for it, if we are being paid to think.
Whilst we’re on Zoom, this year has demonstrated that this platform does no favours to hangovers or heat wave induced bikini-sweats. In the same way that these things weren’t so appreciated in a physical office.
It’s all been weird. But – please – it’s not been weird enough for freelancers to be asked to do work for free. Agencies aren’t, other than those who are able to continue to offer pro-bono by choice.
Thank you branding profession and day job. You’ve been kind. You might have saved some sanity for any of us who have felt the pace under a tidal wave of personal turd this year.
Overall, I think a little bit triumphant for the branding industry and the people that have tried really hard to keep it briefing, creating, executing. The year when everything went viral – never thought I’d say that.
