[Article summary]
As a millennial, our fabled meritocracy supposedly still allows for the making of ungodly sums and success – even though our hopes and dreams have nosedived down the COVID-19 drain.
Assuming you’ll want some direction through the pandemic pandemonium, the McCann Worldgroup’s live event flaunts the surviving and thriving tips in the industry for months ahead. Hallelujah Alexa, cue gregorian chant.
Luckily for you, I absorbed every juicy detail today at 2pm. Starting with Elav Horwitz who pulled back the curtain on the virtual magical crystal ball event. L’Oréal’s Chief Innovation Officer, Sandrine Gadol unveiled a refreshing truth about new innovations. Gadol discussed the effectiveness of home colour with FaceTime consultations and this unique customer experience with their new startup Colour&Co proving that the times are calling for new
problem solving but we still want to explore new products.
My favourite part of the event today was Amy Gibby from Reckitt Benckiser, who presented inspirational and provocative concepts around how creating asset banks helped the brand participate more in unexpected ways, instead of using stock assets. Gibby also shared that
meaningfulness comes from putting the consumer at the centre of your brand identity, not vice versa.
“What’s next?” says Gibby, “we don’t need a global pandemic to force us into that conversation. Urgency doesn’t have to be a crisis. Urgency is the strategy.”
The circumstances pushed brands to do things that they would never have before, as a striving graduate relentlessly searching for a silver lining, I think I’ll take that insight for myself.
Posie Lombardi Rodriguez 