Industry execs & artisans see opportunities in challenging times
By A SHOOT Staff Report
If you view the glass as half empty, the dawn of the so-called post-truth era has us coming up short—an increasingly short attention span, a divided nation with short tempers on either extreme, and logic, civility and decency seemingly getting short shrift.
But for the optimist, these uncertain, challenging times can intensify faith in the human spirit, and generate meaningful, sorely needed opportunities to do good.
In entertainment and advertising, filmmakers and brands can bring a smile to audiences, raise awareness of issues, and bring people together on a more positive path. Many see an unprecedented opportunity for brands to stand for something substantive and in the process not only gain relevance in the marketplace at large but also weave their way more deeply into the social fabric. Being able to convey that what we have in common is more powerful than what divides us can prove to be the most valuable form of branding—for not only brands but their prospective consumers.
This optimism is evident and harbored in feedback to SHOOT’s Production and Post Outlook Survey for 2017, as expressed by a cross-section of agency creatives and business people, production company and post executives.
Survey respondent Justine Armour, group creative director at 72andSunny, observed, for example, “Given the tension swirling around us in the news, I think brands with a sense of humor and lightness are going to be such a relief. Information and argument will feel like a drag; this is a time for us to bring more inspiration to our work and be more entertaining and less literal. And I think we’re going to be having a lot of conversations about how brands should behave in the world when consumers, especially millennials, are becoming increasingly more activist and engaged.”
Javier Campopiano, chief creative officer, Saatchi & Saatchi NY, noted, “Marketers and their partners will have to work together to be nimble and responsive to the changes in people’s moods, because that´s what big brands are supposed to do—be on the side of their customers, making them feel special and accompanied under any circumstance. And circumstances are going to be tougher, more challenging and more unexpected than in the past five years. On a second level, for big brands, keep doing what is needed to reinforce their positioning, vision and voice amid all the noise, despite the context. It is almost a schizophrenic task, but these are the times we live in, at least for a while.”
Lee Einhorn, associate partner/creative director, Venables Bell & Partners, said his shop’s New Year’s resolution encompasses, “Looking for big brands to play bigger roles in society. To be fearless as we continue to pursue creative platforms that can stretch to hold content that can educate, entertain and engage. As we pitch new business and expand relationships with existing clients, we have a pretty high bar when it comes to what we feel will move both our clients brands and our own brand forward. With regard to agency culture we want to change the way we each think about, connect with and represent those different from ourselves.”
Brian Latt, executive producer/partner at m ss ng p eces, shared that he’d like to think that “there’ll be a substantial increase in bold ads and campaigns that feed the activist spirit in each of us. The Women’s March helped bring together a lot of great voices with some powerful things to say…and it was a whole new level of awesome. I’m looking forward to affecting a change and helping the greater community.”
Michael Raso, VP/executive creative director, CP+B, shared, “This is a time when people are questioning more, and making their own stand. They’re also looking at brands in the same way. We say this a lot at CP+B, but actions speak louder than words. Brands can take action and make a stand. You see this with REI’s Opt Outside work. It’s hard to make a brand meaningful to someone if we keep saying the same things. An action like REI’s is a stand. It helps define what the brand means to you. Warby Parker, TOMS, you get the drift. This is what changes perceptions and behavior towards a brand.”
Sarah McMurray, executive producer, Hey Wonderful, affirmed, “Confronted with the uncertainty and fragility that 2017 has ushered in, storytelling and the way that it binds and inspires us is more important now than ever.”
VR
Several respondents pointed to the new levels of interactivity and immersion afforded by VR and AR as bringing new dimensions to such storytelling.
For those who see the glass as half full, VR represents more than a business opportunity. VR can put viewers in the shoes of people they might not ever get to meet. Last year The Displaced scored assorted accolades including the Cannes Lions Entertainment Grand Prix and Mobile Grand Prix honors, and Best In Show from the AICP Next Awards. Produced for The New York Times by Vrse.works (now Here Be Dragons), The Displaced put viewers directly inside the global refuge crisis. VR enabled people to develop an empathy for those they might never get to know or feel for otherwise.
The potential of the immersive dynamic could be further realized in 2017, helping viewers to break out of insular worlds and delve into other people’s experiences. Of course, we’re then back to the human factor—as to whether such tools will be used for enlightenment or propaganda. Still, fostering empathy could be part of the cure for what ails us if filmmakers and brands can thoughtfully and responsibly deploy these new storytelling tools.
Promise, potential, predictions are all prominent this time of year as we try to get a handle on what’s in store. Towards that end this SHOOT Outlook Survey provides food for thought—and perhaps action.
SHOOT posed the following four questions to members of the agency, production and post communities:
1) Gazing into your crystal ball, what do you envision for the industry—creatively speaking and/or from a business standpoint—in 2017?
2) What’s your New Year’s resolution, creatively speaking and/or from a business standpoint, for your company, agency or division? And if you like, tell us briefly about a current project you are working on in early 2017?
3) What’s the most relevant business and/or creative lesson you learned in 2016 and how will you apply it to foster success in 2017?
4) Do you have a personal New Year’s resolution that you can you share?
CLICK HERE to page through the survey responses, or click on the NAME below.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More