Issue 60: A Bulletin for Big Ideas and Better Business

ISSUE 60 /

A BULLETIN FOR BIG IDEAS AND BETTER BUSINESS.

OPINION/ COMMUNICATIONS

Persuasion versus promotion

💬 Sir John Hegarty

Is marketing broken? This is a question that I get asked frequently. And those who pose it can be forgiven for thinking that the inevitable answer is ‘yes’. The efforts of most brands makes for dispiriting viewing. There appears to be a lack of respect for what marketing can achieve. It feels as though we have lost our grip on the core principles, and one common mistake is confusing its purpose. Brand communications is less about promotion, and more about persuasion.

Persuasion is storytelling, art, and entertainment.

Consider the nuances between these two words for a moment. Promotion describes an instant sales turn. It is the thoughtless broadcasting of a single message that screams: “buy it now”. It is the sandwich board outside the pub that says: “beer inside”. Or the junk mail that comes through your letterbox (and exits shortly after via the recycling bin). It’s pop up ads, vouchers, and bumph. Persuasion is altogether different. It is storytelling, art, and entertainment. It’s deftly-executed messages that speak honestly to audiences. And use the most vital ingredient for brand communications: truth. Persuasion is about offering people something great, convincing and compelling. It’s respectful of audiences, and is less transactional.

This is why I often talk about the job of chief marketing officer. I think they should be done away with, and replaced by a chief entertainment officer. Someone whose job it is to beguile, charm or fascinate. They understand that the job in hand isn’t to chisel or brow beat audiences into parting with money. It is to create a phenomenon around the brand. The next time you are considering marketing spend, take some time to determine how much of it you are devoting to persuasion versus promotion. And make sure that the balance is tipped (significantly) in favour of the former.

THE AGENDA

🗓️ Diarise this: your agenda for the coming week

1.
From humble haikus to the epic elegies, World Poetry Day honours verse in all its forms. It’s a chance to celebrate the beauty and power of poetry, with all manner of talks, readings and events organised across the globe.
21st March

2.
Fresh from his Oscars-hosting duties, Conan O’Brien will be receiving the Mark Twain Prize for American Humor in Washington on Sunday — joining a list of honourees that includes comedy greats including Eddie Murphy and Tina Fey.
23rd March

3.
The Eiffel Tower and Sydney Opera House are just some of the iconic landmarks that will be switching off their illuminations on Saturday to mark Earth Hour. This annual event encourages individuals and businesses to raise awareness about climate change and take action to protect the planet.
22nd March

4.
Fans of the small screen will be assembling at LA’s Paleyfest — a week-long event showcasing excellence in television. It’s the TV world’s answer to Comic Con, with visitors getting a chance to interact with actors and creators from hit shows including Severance and Hacks.
21st – 29th March

5.
London’s I Am Festival kicks off this week, partnering with the Tate Modern to celebrate the creativity of children with special educational needs and disabilities. The event provides a vital platform for young people to showcase their talents, highlighting the importance of creative expression for all walks of life.
18 – 21 March

CALIFORNIA / BUSINESS

Disney’s sequels: With great power should come great creativity
Source: disneyplus.com

Disney: to infinity and beyond? 

Walt Disney shareholders will be gathering for the company’s AGM on Thursday. There is likely to be plenty of positive chatter about the company’s achievements over the past year, including the steady growth of Disney+ and box office success of title such as Deadpool and Inside Out 2. But looming over proceedings will be the big question of CEO Bob Iger’s successor. After 18 years at the helm, Iger’s contract runs out next year. Whoever takes over leadership will determine the company’s future across a broad swathe of businesses as well as navigating a thorny relationship with the Trump administration. A vital component of the company’s future, and a priority for Iger’s successor, is a greater investment in creativity. The studio’s biggest box office hits from the last year were all sequels. Fresh titles will be needed if Disney is to remain at the pinnacle of storytelling. That means imaginative new tales, next-level visual effects and a corporate structure that allows fresh ideas to flourish.

ON CREATIVITY /

Contributor: Sir John Hegarty

MANCHESTER / ARCHITECTURE

Miniature city: a new Old Trafford Stadium District
Source: www.fosterandpartners.com

Architecture that takes a stand

Last week Foster + Partners revealed designs for a new stadium for Manchester United. Set to be the biggest building of its kind in the UK, the firm’s founder Norman Foster has described it as a “mixed-use miniature city of the future – driving a new wave of growth and creating a global destination that Mancunians can be proud of.” If his practice can pull it off, there will be serious benefits — city officials say it will create 92,000 jobs, 17,000 homes and bring an additional 1.8 million visitors to the area annually. But there have been some raised eyebrows. Manchester United is currently £1bn in debt, and the club has yet to say how it plans to pay for the project. Critics are drawing comparisons to Chelsea’s scrapped plans for a state-of-the-art stadium by Herzog & de Meuron, which amounted to little more than a PR mirage. However, the ambition of the plans is undeniable. And the greatest feats of creativity often feature a grand vision, long odds, and scores of detractors. Either way, it’s a (red) devil of a task.

HONG KONG / MEDIA

FilmArt: Asia’s leading entertainment content marketplace
Source: hkfilmart.hktdc.com

Cross-continental creativity

Entertainment insiders will be heading to Hong Kong this week for the 29th edition of FilmArt. With some 750 exhibitors in attendance, it’s Asia’s leading marketplace for films, TV series, animations, games, and digital media. This year’s event will be putting the spotlight on cross-continental collaborations with a new program called Producers Connect — a platform for facilitating discussions around co-production opportunities and distribution agreements between Hong Kong and its global counterparts. With both Asia and Europe facing challenges in financing movies post-pandemic, the event could prove a vital breeding ground for closer cooperation between the two regions. But while Hong Kong filmmakers still have substantial creative freedom, they must navigate a complex landscape of censorship, commercial pressures, and political dynamics that can affect the scope of their work. Still, great creativity is often borne from adversity.

A film is – or should be – more like music than like fiction. It should be a progression of moods and feelings.

/Stanley Kubrick