What trends, developments or issues would you point to thus far in 2022 as being most significant, perhaps carrying implications for the rest of this year and beyond?
We’re seeing a lot of price increases and a lot of uncertainty. Consumers are waiting to buy. But when everyone has the same feeling, that feeling can be affirmed and built upon. The Pabst 1844 pack leans into their legacy while helping “households that are feeling the pressure from cost of living increases.” That’s just funny. I’m not their target but it makes me want a PBR. Brands reap the rewards of creating the right, unique, timely experiences.
How have any societal issues--such as the pandemic, the Supreme court decision on abortion, calls for equity, inclusion, diversity, racial and social justice--impacted the way you do business, company policies and/or selection of projects/creative content?
We’re telling our clients to make sure their support for any cause is meaningful before they announce it on any social channels. Some brands are meaningfully supporting their teams working in areas now dangerous for women to live. It’s the first time we’re seeing a brand like Dick’s Sporting Goods take a real stand on reproductive freedom. Women are dying so, you know, it’s a good time for American brands to do what they can to protect American women. But we don’t recommend participating in a conversation if your own house isn’t in order. Also, it’s a good time to get your house in order.
What’s the biggest takeaway or lessons learned from work (please identify the project) you were involved in this year?
We just launched a campaign for Illinois Cares For Kids in partnership with the Governor’s office. It’s a beautiful program to help Illinois families find the best, most affordable, early education, and care for their children. We haven’t submitted for any awards yet but from the jump we committed to making the campaign as sincere, responsible, and inclusive as possible. Each element has its own important Illinois story from the art to the music. The lesson for me was it’s not that hard to do and the reward is great. We even licensed and re-recorded the song “I Got Love” originated by Nat King Cole who spent much of his career making great music in Chicago.
What work (advertising, entertainment, documentary) -- your own or others--struck a responsive chord with you this year and why?
I love the new Sephora “We Belong to Something” work celebrating LGBTQ, Non-Binary and genderfluid people. Shirley Bassey’s anthemic “This Is My Life” gives me all the feels as the brand asserts that everyone should feel like they belong in the beauty community.
While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2022 and beyond.
I believe influencers will continue their reign. Why wouldn’t they? They’ve broken every rule of content creation but have proven over and over that consumers are ravenous for their relatability and honest aspiration. Big wins will keep coming from unique partnerships and unexpected content plays.
Has the first half of 2022 caused you to redefine or fine tune the goals of your company, division, studio or network--and if so, in what way(s)?
With 1o8’s legacy in digital performance marketing, we’ve always prided ourselves on our ability to test and learn in real time, an important skill for 2022’s quickly changing landscape of laws, platform rules and economic uncertainty. We’re embracing simplicity in our planning and steadiness when faced with moments of ambiguity—judge data based on a week, on a month, not on a day.