‘Scared clients need massive platforms’ says planner behind Volvo’s Van Damme Epic Split
The strategist behind the most awarded campaign of 2014, Volvo Trucks’ Epic Split, has urged clients to lose their reliance on big brand platforms saying they do not “put the glue between consumers and the brands”.
Nordstrom
Tobias Nordstrom, head of planning at Swedish agency Forsman & Bodenfors, told Mumbrella’s BEFest conference in Sydney how the agency had overhauled its structure, putting creative teams at the top, in a bid to adapt to a content-led way of thinking which led to the Epic Split success.
“I know it’s really good to have brand platforms but that doesn’t help you get connected to the consumers – it doesn’t put the glue between consumers and the brands,” said Nordstrom.
A rocket ship is launched on a platform
Scared clients need massive platforms… …to jump off
I think everyone has a different idea of what a brand platform is. Would be interesting to know if he defined what he meant by a brand platform. Arguably, the entire Volvo campaign is based on some kind of platform…right?
It is a kinda stupid thing for him to say.
The stronger the platform. ..the higher the structure.
Sorry. Love the work though.
The work speaks for itself
What’s a platform? Is it the same as a big idea?
Is it internal, or consumer facing? Or both?
@qt3.14 He means the message is the content, not the delivery system; press, digital, radio, billboard etc. The message is “Platform agnostic” so we don’t care where you got the message from as long as you get it. Is that working for you?