While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for 2024?
There is a lot of buzz and excitement about the power of AI and how we can push the bounds of creativity and use it for good. Technologies are advancing at a fast rate, and regulators are trying to get a handle on how to implement safeguards. We’re in constant conversation about what that will mean for multicultural audiences and how to use these tools responsibly. Content creators should continue to seek to understand how bias shows up, how it impacts representation and the way that people see themselves, and how to keep human connection at the center of our creative products. We’re looking for natural openings and opportunities to use new technologies in ways that make sense for our clients and audiences instead of trying to force them. This is an exciting time to lean into new opportunities and innovate while also not losing sight of our audiences and the connection they seek to make with brands.
Does your company have plans for any major diversification and/or expansion/investment in technology and talent in 2024 and if so, what? How will this investment or diversification add value to what you can offer to clients? If instead you have already realized any actual expansion, made such an investment and/or diversified significantly recently and brought on new talent and expertise, share those developments with us along with what they mean to your staff and clients.
We have invested in bringing in talent to help strengthen our team and take our agency to the next level. As a result, we have closed some gaps and brought better, more innovative ideas to our clients. Internally, our staff doesn’t need to feel like they need to have all of the answers; rather, they can tap our internal team of experts to get strategic guidance and input on our work products. Furthermore, the additional people-power has increased our output, promoted better collaboration, and allowed people to step into new leadership roles. Investing in our staff is a critical component of our success, and we’re constantly thinking about new opportunities to invest in people so that they bring their best to the table.
What was the biggest challenge posed to you by a recent project? Or share insights to a recent project you deem notable. Briefly describe the project, why it was particularly noteworthy or what valuable lesson(s) you learned from it. If the work is complete and you’d like to share a link to it, please include.
We are thrilled to have worked with American Family Insurance on their ‘Life’s Better’ brand refresh campaign, where we unveiled the next visual iteration of their iconic red roof in 3D. The red roof has been American Family Insurance’s symbol of protection, safety, and inspiration for over 60 years, and this campaign allowed it to set itself apart and creatively redefine itself as a challenger brand in a highly competitive industry. We learned that risks can pay off. The campaign has seen great results after its initial release, and the team is hard at work thinking about how to bring the red roof to life in new ways.
