Advertising isn’t enough.
Joseph Barbieri of creative agency Sid Lee talks about creating cultural products and providing ulitity. Putting up a few billboards around town just don’t seem to cut it anymore.
Brands now want consumers to not just see the content, but pay attention to the content, and then share it with their friends.
Creating content that is not only of a high quality, but culturally important, is the challenge that agencies face today.
“Consumers want to really connect with and engage with and give loyalty to brands that aren’t shy about connecting what they do and say – even though they’re trying to sell something – to an issue of social relevance,” Barbieri said.