Oscar nominated documentary filmmaker Morgan Spurlock has been speaking as part of Advertising Week Europe about the need for greater risk taking in the content creation. He most recently directed One Direction: This Is Us. Spurlock said: If you are a brand and you want that brand loyalty, you need to cultivate that, you need to cater to that, you need to listen to that and you need to give back to that constantly. That’s what the boys [One Direction] do really well. The boys give back to the fans all the time and you start to see how that reciprocal relationship really pays off for both of them. For the fans, they feel they’re that much closer and for the boys, they’re creating this relationship which is valuable and deeper and that’s exactly what brands should be doing. While Spurlock believed that brands were beginning to understand how to create compelling content, many were still stuck in the idea of selling product, getting people to know their name’. He warns that if established players dont innovate, new ones will come in and, literally, steal the show...
Posted on: Mon, 07 Apr 2014 09:32:02 +0000
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