It’s hard to imagine what life was like before catching up meant on zoom, ‘maskne’ was a thing and big pharma was a household name. But the world has changed, and people have too. In the face of adversity, we’ve adapted to embrace digital transformation, rally around our communities and make business and education work from the sofa.
For brands, this seismic shift has had a huge impact on the way they communicate. With more eyeballs on digital content and more time to interact, the need to tell authentic stories has never been greater. Solely pushing out content about products and services is no longer relevant for audiences who can easily pull the stories they find interesting. And what is interesting has fundamentally changed. It’s the more human stories of brands taking responsibility, contributing to society, entertaining people and creating experiences worthy of time that capture imaginations and build trust and advocacy.
It has also brought to the fore the power of collaboration. Businesses have come together for the common good like never before, partnering to produce medical equipment, deliver food and develop vaccines. Unusual brand partnerships have also emerged, like the recent The North Face x Gucci collection – a timely celebration of the much yearned for spirit of exploration. These are the stories that interest and inspire and, in a world where the need for innovation and creativity has accelerated, it’s those who embrace doing things differently that will reap the benefits for both brand and business.
But doing things differently not only applies to what we do but how we do it. The reality is that eyes have opened to a world of opportunity where productivity isn’t defined by 9-6 in the office and great ideas come from virtual conversations & collaborations with people from across the globe. The desire to deliver great work in a more flexible way has grown throughout the pandemic and allowed us to re-imagine how we do business. That’s one of the reasons we founded Tales & Heads. We saw an opportunity to start with a clean sheet of paper and build an agency for a new time. One where insightful strategies and emotive storytelling go hand-in-hand and budgets are spent on creative talent rather than costly overheads. Because change is good, in fact it’s great, but it’s also a necessity to be fit for the future. And those who are agile and adapt quickly will be success stories in a world where you never know what’s round the corner.