“Every morning in Africa, a gazelle wakes up and knows that it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up and knows that it must run faster than the slowest gazelle or it will starve to death.
It doesn’t matter whether you are the lion or the gazelle, when the sun comes up, you better start running…”
In our first agency-special Relative Insight Spotlight Series webinar, we were joined by guest speakers from Kindred, Weber Shandwick and Merkley & Partners. They discussed the sophisticated methods (including, language comparison techniques) that agencies use to navigate a complicated, and ever-shifting landscape.
The whole session is now available to watch on-demand.
How to thrive rather than survive?
There is both strength and power that comes with being a smaller agency, as considered by Sinead Gray, Joint MD at Kindred. Despite the pandemic proving challenging across the industry, it enabled Kindred to ask a vital question: Where should our focus be? With a defined vision, the agency has positively developed their core strengths and specialisms, changing how they operate in order to propel their business forward.
Building propriety insights at scale
Understanding an audience has never been more important than it is in 2021. Especially when those audiences are fracturing into polarised communities. Representing the lion agencies, Brian Buchwald, Head of Global Intelligence at Weber Shandwick, highlighted the importance of the insights and intelligence function across all agencies. Buchwald discussed how stitching together a variety of tools and investing in machine learning models is the key to building successful brands.
Creating Relevance for a 100 year old brand
Creating brand relevance is essential for any agency or marketeer – especially when the brand is 100 years old! Stacy Lesser, CSO of Merkley & Partners, walked us through one particular case study, showcasing how her agency was able to draw a line between the client brand and the competition by using audience insights.