Rapid Response: Why brands must take a stand, w/Wieden+Kennedy's Colleen DeCourcy

Adapting Messages

Brands have had to adapt their messaging strategies to stay relevant in a rapidly changing world. Colleen DeCourcy explains how companies like McDonald's and Uber shifted their messages to provide reassurance and a sense of unity during uncertain times. She highlights the creative approaches taken, such as sending cameras to directors and citizens to film content from home 1.

Brands had this airspace, and it seemed like the right public service to fill it. Then this thing wasn't stopping. We were all still inside, and we still had to make work.

--- Colleen DeCourcy

As the situation evolved, brands continued to navigate the balance between staying connected with consumers and addressing the ongoing challenges 1.

   

Creative Challenges

The pandemic has significantly impacted the creative process in advertising. Colleen DeCourcy discusses the challenges faced by creative teams due to the lack of everyday social interactions and inputs. This absence has made it difficult to generate fresh ideas and maintain a connection with the audience 2.

For the creative people at the agency who are looking at blank sheets of paper and making things every day, there is an absence of input.

--- Colleen DeCourcy

Despite these hurdles, the need for brands to take a stand and express opinions remains crucial in maintaining their relevance and connection with consumers 2.

   

Taking a Stand

Brands are increasingly expected to take a stand on social and cultural issues. Colleen DeCourcy emphasizes the importance of brands like Nike, which have successfully aligned their messaging with their core values and audience expectations. She notes that while taking a stand can be polarizing, it often strengthens the brand's identity and loyalty among its core audience 3.

When we stood with Kaepernick, some people hated us, but our people remembered who we were, and that was highly effective and good for everyone.

--- Colleen DeCourcy

DeCourcy advises brands to focus on common emotional connections and avoid the temptation to chase short-term attention through controversial stances 3.

   

Ethical Decisions

The decision-making process for accepting business is complex and rooted in ethical considerations. Colleen DeCourcy explains that Wieden+Kennedy values a culture of debate and carefully evaluates potential clients based on their impact and values. This approach ensures that the agency aligns with companies that share their commitment to positive change 4.

We do try and really look closely at is there harm being created? Can we do more service by staying away from them or by leaning in?

--- Colleen DeCourcy

DeCourcy highlights the importance of flexibility and creativity in addressing various challenges and opportunities in the business landscape 4.