1) There has been a real change in the way influencers have been tapped to be part of branding efforts. 2017 showed a new high watermark for weaving together brands with people who strongly influence lifestyle. It’s grown beyond the concept of celebrity endorsements of the last decade. Now they’ve evolved into true partnerships.
2) Our film for Google Impact Challenge | Canada was a real high point for our team. It didn’t involve broadcast or a product of any sort. 10 life-changing charities were competing for a grant block of hundreds of thousands of dollars. We were literally showing in animated form how much these organizations could change the lives of ordinary Canadians. It was a real honor to be part of something like that.
3) No one piece of media stands alone anymore. Timber helped create a commercial that aired during the Billboard Music Awards for the iON360 that was a component to a bigger collaboration between trendsetters and marketing professionals. The device was used at the awards. The presenters, the entertainers, the live audience and the people watching at home all had varying degrees of exposure to this brand, so 2017 has shown us really interesting ways to tie things together so that people can make connections.
4) The rules are going to continue to crumble, only faster. The roles people play from conception to execution are shifting like sand. Companies are learning to change and adapt through partnerships and working outside of their usual comfort zones. It’s fun to watch and be a part of.