Highlights from Day One's AWA Keynote
- Text D1A Staff
- Design Jena Salvatore
Day One’s Chief Creative Officer, Jamie Falkowski, was recently invited to deliver a keynote at Advertising Week Asia. What, our hosts wondered, could we teach an audience of Japanese marketers about what we do — and how we do it so well — that might deliver inspiration and translate into action? With a focus on engaging with youth culture, we boiled it down to a 5 step plan. Of course, the rules change about as fast as you can learn them. But here’s how we’re thinking about earning relevancy to build legacy, right now.
1. Philosophy Over A Playbook
Ignore what works on social media in favor of what defines your brand. Social platforms are not a place to chase engagement, but a new world in which to represent who you are. So tune out the noise, definitely don’t jump on the trend of the day, and instead think about what the world needs to know about your brand — and chase after the most authentic way to share that information.
2. Connect The C-Suite To The Comments
Find the overlap between your brand truth and the fan truth. This year’s best briefs haven’t come from the brands, but from the engaged community not just following along, but pushing the conversation forward.
3. Respect The (Niche) Culture
Ignore the middle and you’ll find success at either end — go very very big, or immerse yourself in passionate sub-cultures whose size belies their power. Get specific to build connection.
4. Prime Time Is All The Time
Even on those rare occasions that we’re all tuned into the same thing, we are also tuned into another thing. As second screen culture continues to evolve, do more than just comment. Add something real to the conversation.
5. Let Go Of Your IP, Hold On To Your Truth
Hang on to your DNA of course, but evolve how and where you show up. We live in a world of remixes and reinventions. Instead of fighting it, create new tools and take advantage of the moment.
