‘Marketing today is anyone, anywhere’ according to Ogilvy’s Richard Brett
Richard Brett, group managing director and consumer at Ogilvy Public Relations, highlighted the importance of creating a diverse campaign in a growing society, making anyone a potential marketer.
Brett: “You have to be something important to just a few people”
Speaking at yesterday’s PRIA conference in Sydney, Brett said: “If you painted the average in the mass you will disappoint and eventually disappear. You have to be something important to just a few people, so marketing today is powered by anyone, anywhere, and it is the move away from celebrity to the diversity of humanity.”
In a session about ‘new thoughts on diversity’, Brett asked the audience to consider diversity and what it means for marketing when creating new campaigns.
“Marketers are now co-creating and co-marketing with the many diverse and real people to create new ideas, new products and new stories” he said.
Brett said”We are moving to a new generation of Youtube creators who are diverse flawed and vulnerable” creating a rise in credibility for audiences and a platform where viewers can hear and engage with stories and storytellers in a different way.
With Youtubers revealing “their struggles, their flaws and their weaknesses” audiences find them human, trustworthy and relatable allowing them to be a viable marketer.
“57% of Youtube subscribers said they would buy a product from what their vlogger endorsed,” he said.
Brett listed two ways in which companies can incorporate these ideas into their businesses: putting diversity into your organisation and suspending bias.
“Use empathy as a creative strategy, embrace the new diverse channels, challenge everyone’s perspective”.
When asked how to keep diverse campaigns relevant and long-standing, Brett offered some insight to the audience.
“Content today doesn’t last very long, but it’s how do you then make it last a long time in people’s minds and one way to do that is by owning the cultural moment, so finding something that actually can last”.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
Linkedin