The Lead Creative | Marketing needs humanity, not more noise
Part of the discussion is around brand building versus performance marketing but also on the sea of sameness that is so common in marketing today.
Both guests agree that the proliferation of technology tools have given rise to this, and that it is for marketers and agencies to understand this and not indulge in it.
Harpur says that the algorithmic treatment of everything nowadays optimises towards the familiar.
But marketers want to break through this. That said, she adds that safe still does sell. But she reminds marketers that this is probably not building your brand over time.
Maluleke agrees and adds that as consumers we are seeing a lot of rubbish out there and it is overwhelming.
She says that all brands are guilty of this. "We have the technology to create 300 assets a week so we do it, but this is just creating more without necessarily having the space to really think it through and create value and tell a story."
Adding complexity
She adds that as marketers we also make things more difficult for ourselves. She talks about how the insight has become more complex.
“Sometimes you get a 10-page document when what you actually need is a very simply articulated insight to unlock great work that will connect with people.”
She says we get distracted by all of the new and shiny and sometimes forget about the importance of landing on something that is really powerful and has the ability to shape behaviour, which is what we're all here to do.
Harpur agrees. “Sometimes a consumer just wants to get from point A to point B and that's all that they want. They don't want all this sort of layered stuff. And I think sometimes you've got to just go with a campaign or an idea or an insight that feels natural and feels simplistic.”
So where AI fits in
Harpur says AI is used in her business every day, from creating efficiencies and streamlining work, from a production point of view, to checking gaps in vehicles. She also uses it to write speeches or as thought starters.
From a creative point of view, they use it a lot, or the agency uses it a lot for retouching images.
However, she says the challenge is that when it comes to ideas, as it's only using what already exists. So there's no originality.
She adds that on the continent, AI is behind in terms of our cultural nuances.
What about effectiveness
Maluleke has been involved with the Effies for several years now - for the past two as one of the two co-jury chairs.
She says effectiveness makes marketing better because it can make brands more risk-diverse.
However, it can lead to brands measuring everything, and then they chase vanity metrics that are not actually driving the needle on your brand or your business.
“Impressions and engagement are great, but what is it actually delivering for your brand? How do you know that it's deepening the connection that people have with your brand versus I'm going to win R5,000 if I engage with this post.”
While she says commercial metrics are critical, they can lead to short-termism in what people do from a brand perspective.
‘” Sometimes they forget that our job is not only to generate sales today, but to build sustainable demand for your brand and your products into the future.”
Why be distinctive
With the automotive industry going through one of the most difficult periods currently, Harpur understands this.
War, fuel prices, the recession and the financial pressure that middle-income South Africans are feeling right now have the industry in an incredibly difficult space.
That is why she says now is not the time to play in the sea of sameness.
“It's never been more important for us to really keep that creative distinctiveness that I Volkswagen is famous for and to really emotionally engage with our consumers.”
She says they always put the work at the centre of what they do. This is also important currently when South Africa is seeing an influx of new automotive brands into the market.
“We've got to continually position ourselves as culturally relevant.” Recently VW reimagined an older ad so that people who remembered the old ad felt that emotional resonance, and newer customers who had no connection to that still kind of had some kind of feeling.
She adds that brand building is 90% of what they do versus the 10% performance marketing.
Contributing factors
Maluleke adds that nothing brave ever happened by consensus. But she says a lot of what is happening is a poor brief.
When the brief is not clear on the problem that you're trying to solve for and with whom, then nobody has a chance of developing anything great.
She adds that she also sees is a lack of respect for the skills and expertise of the different disciplines.
“Respect that your strategist is great and is going to help you find a meaningful insight that you can address. Respect the creative and whoever's working on it, that they are competent and will help you develop something extraordinary.
"Respect the skills of your media team. I do think when you personally think you can do all of this better than all of them, it can be problematic and drive the wrong behaviours in terms of creating great work.”
Lastly, she says even a beautifully great idea that is just magical, by the time it's gone through all of the different forums and stakeholders, can lose its magic.
She says, “Ultimately you are the marketer, and you should use tools such as data points to inform your choice. But it cannot be the only way in which you make your choice because then you do end up with bland, safe work.”
About The Lead Creative
This episode forms part of the Marketers Brief Series, a quarterly podcast that explores how marketers are building their brands.
The podcast is hosted by The Lead Creative founder Mongezi Mtati and Bizcommunity's marketing and media co-editor, Danette Breitenbach.
