From offline to online, local to international, say bye-bye to boundaries.
We’re continuing to explore McCann Worldgroup’s list of trends and inspirations that are transforming brand communications this year.
While technology grants us access to the entire world, we’re still very much local at heart. Marketel is embracing the trends and inspirations that McCann Worldgroup has deemed influential and apparent in recent brand communications with projects of our own, as explained through trends 3 and 4.
Trend 3: Local at heart. This year is all about going local. While the digitization of everything has propelled us into a world with no boundaries, the focus and fascination with locality and roots are playing a major role in consumers’ mindsets. International influence is mixed with local culture, arts, fashion, and lifestyle, so it’s valuable to draw inspiration from what’s happening around you! “Rogers Wireless is a perfect example how we apply international communication trends with a local twist. Everything about the way we communicate feels like Quebec. Our main characters and their friends are familiar faces of the Quebec star system, the locations chosen for all our TV and photo shoots are clearly Montreal or Quebec City based, and the dialogue and humour in our communications are very obviously Québécois. All brands can benefit from regionalized communications. It brings seemingly faraway brands closer to their consumer,” says Account Director Nadia D’Alessandro.
Trend 4: Convergence universe. Technology has changed and continues to change our lives and how we connect in ways we couldn’t possibly have anticipated. Our digital devices have become a second brain to us and have opened up a new world of communication and interaction. Smartphones, tablets, and other such devices are considered indispensable life tools that converge and connect together, giving us unbridled access to whatever we want, whenever we want it. The boundaries between online and offline have disappeared. “The brand-new destination finder that we have created for Air Canada brings together travel inspiration, sharing through social media, booking tools, and a layer of fun to create an app accessible through both desktop and mobile devices. Rich banners and a main Facebook component engage consumers in a new, playful way, breaking away from the traditional means of planning your travels. Through the convergence of media and tools, you can start off on Facebook, then end up at your dream destination,” says Bobby Destounis, Director of Digital Strategy.
Stay tuned for eight more trends and plenty more insights.
While technology grants us access to the entire world, we’re still very much local at heart. Marketel is embracing the trends and inspirations that McCann Worldgroup has deemed influential and apparent in recent brand communications with projects of our own, as explained through trends 3 and 4.
Trend 3: Local at heart. This year is all about going local. While the digitization of everything has propelled us into a world with no boundaries, the focus and fascination with locality and roots are playing a major role in consumers’ mindsets. International influence is mixed with local culture, arts, fashion, and lifestyle, so it’s valuable to draw inspiration from what’s happening around you! “Rogers Wireless is a perfect example how we apply international communication trends with a local twist. Everything about the way we communicate feels like Quebec. Our main characters and their friends are familiar faces of the Quebec star system, the locations chosen for all our TV and photo shoots are clearly Montreal or Quebec City based, and the dialogue and humour in our communications are very obviously Québécois. All brands can benefit from regionalized communications. It brings seemingly faraway brands closer to their consumer,” says Account Director Nadia D’Alessandro.
Trend 4: Convergence universe. Technology has changed and continues to change our lives and how we connect in ways we couldn’t possibly have anticipated. Our digital devices have become a second brain to us and have opened up a new world of communication and interaction. Smartphones, tablets, and other such devices are considered indispensable life tools that converge and connect together, giving us unbridled access to whatever we want, whenever we want it. The boundaries between online and offline have disappeared. “The brand-new destination finder that we have created for Air Canada brings together travel inspiration, sharing through social media, booking tools, and a layer of fun to create an app accessible through both desktop and mobile devices. Rich banners and a main Facebook component engage consumers in a new, playful way, breaking away from the traditional means of planning your travels. Through the convergence of media and tools, you can start off on Facebook, then end up at your dream destination,” says Bobby Destounis, Director of Digital Strategy.
Stay tuned for eight more trends and plenty more insights.
