Digitas, founder of the Agency’s digital content NewFronts, decided to pull the feathers with the bold, because based on this years position in the window.
Armed with a string of influential speakers, network of Cyprus once tried to convince their customers in attendance (including “American Express”, VPO, summary, Sony PlayStation and lyft) to do the same. This is because, according to the Agency, for no reason or “true truth” will not survive in 2018.
Scott Donaton, digitas’ global Director of content and maker #NewFront event the boycott, told Adweek it does not consider the cause as a “thing that can come and go as a trend [and] the constant shift”.
“As we go from the world of Intrusive, disruptive ads in a world where people will decide to communicate or not with brands, it’s more important than ever to have values and Express them,” Donaton said, explaining why the company was organized by digitas NewFront 2018 at the urging brands to enter the cultural discussion (if that makes sense).
Take Burger king, for example. In January of fast food explained the complex topic of network neutrality during the campaign stunt that forced real customers to wait longer for a Whopper if they paid for it at the regular price than if they would have agreed to a higher fee.
Donaton admitted when he first heard about the campaign, he could not understand why Burger king all of the companies would comment on the subject, so not his business as net neutrality. So he asked the network’s global CMO, Fernando Machado.
“He was like, ‘because we stand for choice and we think everyone should have a choice,’” said Donaton, thinking about the conversation.
According to a study by digitas and insider ink. which debuted at the event, “transformists” (which make up 24 percent of adults aged 18 to 54 years) are currently the most powerful and influential twice as likely than the population as a whole “to act on the content they consume.” Of this group, the study found that 95 percent expect companies to conduct business ethically, 61% more willing to buy a product if a portion of the proceeds goes to the cause they care about 54% buy more from companies they trust, and 90 per cent loyal to the brand they vibe.
These findings contributed to the incitement of “#boycott—and NewFront” the Agency hoped in, as the kids say, “Wake up.”
As guests arrived, they mixed in an industrial-chic lounge and bar is decorated in what the leaders of digitas described as “non-offensive” decor. Vanilla oozing out of the walls like adorable puppies and children flashed on the screen; meanwhile, the mannequins are suitable for the 1950s display window of the store was covered everywhere.
And if we go, and in the next decade, then the guests were ushered into the hazy hidden from all sunlight and, seemingly, created to resemble a modern version of the basements that birthed the Counterculture of the 60s. posters on the walls to protest against the Vietnam war; instead they sported hashtags like #Metoo #TakeAKnee and #a new man who defined our new “pan-activism” age, tbwa worldwide described in a recent study.
“They say only old people, we need to keep politics out of nothing,” said teen Vogue chief content officer Philip Ricciardi, who was one of the speakers at the event. “If you think equality of transgender people is something that is purely political, you’re really talking about basic human rights to life. Young people do not consider politics as this segmented idea; we look at it as something that’s personal to us.”
And non-personalized marketing, which brands to aim for?
Other speakers at the event, which made these questions included Nola Weinstein, head of culture, engagement and experiential marketing in Twitter, United shades of America host W. Kamau bell, new York times co. CEO mark Thompson, a journalist Jodi Kantor that won the Pulitzer prize for coverage of Harvey Weinstein, CEO of Hello Sunshine Sarah Harden, and brad Jakeman, senior Advisor and former President of PepsiCo global beverage Group.
After the event, a boring, outdated lounge and bar has been converted. The puppies disappeared, and mannequins were not stationed in front of the TV wrapped in a cardigan, but instead were dressed in bright, colorful prints, picket signs saying: “#BrandActivism now.”
Donaton said he sees this movement as a challenge for digitas, to awaken as many as possible brands.
“We want to work with companies who are not sincere in the stand they take or put out a message that this is incompatible with the values of the company”, – he said, – the goal, which incidentally, will expand the Agency’s client list.