2) Lately, I have been telling my clients to take a closer look at all things T-Mobile. They’re a good example of how empowering a good company culture can be, and why culture is the key to making meaningful connections with customers, especially in our real-time, multi-channel marketplace.
T-Mobile have this customer-obsessed way about them that you just can’t fake. It inspires everything they do across its organization, big and small, and it’s what drives its customer experience. They have a clear point of view that immediately informs the brand around how to behave at every touchpoint, from advertising and social, to retail, product and service. Looking at its business results, you have to admit its emphasis on cultivating a good culture is working.
Also, on a personal note, a few weeks ago I was traveling to see a client who says I’ve become a bit “T-Mobile crazy.” So while sitting on a plane at the airport I tweeted T-Mobile’s CEO John Legere and asked for advice. “How could I get my client to be more like T-Mobile?” Eight minutes later, before my flight even pushed back, Legere responded. “Listen to customers, shut up and do what they say!” Well, I relayed the message and this week that same client confessed that she just switched to T-Mobile. A good and strong company culture is everything.
4) We are going to see brands get more creative with influencer marketing by the end of this year. In some ways, it’s still early days, but I suspect more industries are soon going to find its way into this space, and in a big way.
Social influencers have been a great accelerator for start-ups and small businesses alike. Influencers have become essential in the entertainment, fashion and beauty worlds as well. While at times many efforts can seem a bit on the nose, there is room with influencers to move beyond product awareness, reviews, and trials. Influencers can help brands tackle harder issues, including brand perception and legacy issues.
To be fair, most companies are still learning what works in this space, but as the fastest growing media audiences are watching videos that start with some version of “Hey guys,” they better learn fast. When money starts moving in from bigger industries, it is going to be an interesting space to watch.
6) Through our M&C Saatchi network, we are affiliated with MAJORITY. MAJORITY is a production company that is tackling gender disparity in advertising and film by meeting it head-on with a meticulously cultivated, vibrant and distinct roster of female directors.
Based in Los Angeles, MAJORITY represents a wellspring of established and previously untapped independent filmmakers who are at the cutting-edge of their craft. They are an immensely talented group who are moving the needle toward gender parity behind the lens, while creating exceptional content, and we are proud to be affiliated with them.
