Rapid Response: Why brands must take a stand, w/Wieden+Kennedy's Colleen DeCourcy
Masters of Scale
WaitWhat
4.6 • 4.4K Ratings
🗓️ 19 November 2020
⏱️ 42 minutes
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Summary
Legendary ad agency Wieden+Kennedy pioneered some of the most successful campaigns in history. But 2020 has raised the stakes for companies—and fundamentally changed how advertising works, W+K president Colleen DeCourcy tells us. Even as her own business adapts to financial and cultural strains, DeCourcy and her team have been guiding brands from Nike to Coca-Cola to Uber in selecting the right messages in a turbulent world. Meshing an economic goal with an emotional message has never demanded more creativity. Brands should take a stand, she argues, but not on everything.
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Transcript
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| 0:00.0 | As an entrepreneur, so much of your energy goes toward preparing your business for its financial |
| 0:05.4 | future, but what about your own? There's a new podcast called Other People's Pockets, |
| 0:11.0 | and it's a personal finance show that's unlike anything you've ever heard before. |
| 0:15.8 | It's an honest, unflinching look into other people's finances. |
| 0:19.7 | If you've ever wondered how your friend bore their home, or why your coworker meticulously |
| 0:24.4 | splits the tab down to the last diet coke, this is the show for you. Host Maya Lau asks people |
| 0:31.5 | from all walks of life to get radically transparent about their personal finances, |
| 0:36.0 | in actual dollar amounts. You'll hear from an elite scientist who counts surf to survive, |
| 0:41.7 | a millionaire influencer who reveals the economics of social media stardom and more. |
| 0:46.4 | So check out Other People's Pockets wherever you get podcasts. |
| 0:55.0 | There's a thing that being still does to you that is very different for a creative person |
| 1:01.0 | that's a real journey, mentally, emotionally, finding stimulus. Something like this happens, |
| 1:08.3 | and you're just shoved into five, eight years into the future, and you shake yourself off, |
| 1:16.4 | and you stand up, and you're like, oh, we're here. |
| 1:20.4 | Advertising is about being in the eye of culture, and there's never been really in my life, |
| 1:26.2 | I'm a more interesting moment in culture. Brand by its very definition is something that holds |
| 1:33.8 | a strong set of opinions about something that would attract someone. This is not a moment to have |
| 1:40.7 | no opinions, but this is also not a moment for everybody everywhere to weigh in on everything. |
| 1:50.2 | Most clients aren't asking us right now to solve their deepest business problem. |
| 1:55.4 | What they're asking us is how can we retain a connection to our consumers, our people? |
| 2:03.1 | What's at stake for my business is relevance, amidst everything that's going on, |
| 2:12.7 | survival cannot be the mode of operation. What's next is developing the ability |
... |
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