News

Facebook ramps up creative offering with rebranded Creative Shop

D'Arcy

D’Arcy

Facebook has ramped up its creative offering for advertisers with a rebrand of its creative arm and appeal to Aussie creatives to make better use of the space.

Mark D’Arcy, director of global creative solutions for Facebook, led the rebrand of Global Creative Solutions to The Creative Shop, met with around 60 creatives from Australian agencies in Sydney yesterday to inspire their use of the platform.

The Creative Shop now has 65 staff in 14 countries and D’Arcy said he expects it to expand and roll out into another four or five cities next year.

In Sydney creative strategists Gavin Carver, previously at The Works, and Wade Kuhn, who has worked at OneDigital and The Farm Digital, are working with local clients and creative agencies and D’Arcy praised their campaign for Commonwealth Bank running throughout The Ashes series developed with PR agency One Green Bean.

A model cricket pitch was built for the campaign and hundreds of photographs of classic moments were taken ready to post at relevant points during the game.

Screen Shot 2013-11-26 at 11.29.00 AM

In his first time visiting Australia to speak exclusively to creatives, D’Arcy said creative can vary from publishing strategies to short copy, beautiful films or PR stunts, as long as it is relevant to the audience by marketing for people rather than at them.

“We should be treating other people’s time as selfishly as we do our own. Not saying ‘I’m really powerful and going to reach that person and I’m going to target them’, but ‘how are we going to serve them?’,” D’Arcy said.

“By building things that are really simple and useful and valuable instead of saying to to this going to a microsite and register. Those kind of things are arcane.

“The reward has to outweigh the action or the time exponentially, so you say that was a really good use of my time.”

While D’Arcy said Facebook would not introduce a standard for advertising or comment on the possibility of introducing autoplay video on the news feed he said Facebook is “deeply committed to the quality and relevance of the things we put into people’s news feeds.”

He said: “The news feed is the most valuable and most powerful creative space in the world right now as it has 700m people a day getting a unique news feed about the things that matter most to them, and you have the opportunity to brand your story message, whatever it may be, appear there.

“We don’t want to be the world’s agency, we want to unlock that value, so they will see they have to provide value or create something that’s meaningful. It doesn’t have to be an artform, could be a promotional offer, but we’re going to make sure it reaches those people.”

Megan Reynolds

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.