Marketers must re-discover the essence of their brands and reduce their reliance on traditional advertising or risk becoming irrelevant, according to Omaid Hiwaizi, Geometry Global's Chief Strategy Officer.
Hiwaizi, speaking ahead of leading a debate on brand building with Unilever and ITV at the iMedia Summit later this month, said that marketers who fail to "re-think comms-led brand building" and drive meaningful engagement with an experience-focused approach will be left behind by those that have a clear purpose.
"TV and other forms of above-the-line marketing will continue to play an important role in reaching a mass audience but it's an expensive approach that relies on continued investment to drive what is effectively a one way conversation," he says.
"Smart marketers realise that mass communication is becoming the invitation for consumers to engage rather than the one-size-fits all marketing solution. If we can adjust the mind-set of the industry, we have an unprecedented opportunity to create a virtuous circle where product and service experience to combine to leave a long-lasting and sustainable cultural imprint."
Citing Google and Innocent, Hiwaizi predicts that tomorrow's success stories will be the brands built around a core purpose and those that use tools like social activation, content, advocate group engagement and events to drive engagement. A stronger emphasis on experience and sustainability will also unlock new and exciting opportunities for agencies.
"In the context of buoyant TV advertising revenues and an explosion in the brand-publisher approach, I'm looking forward to leading a lively debate on the future of brand building at the iMedia Summit," he adds.
Hiwaizi will be joined on stage by Unilever Global Communication Planning Director Geoff Seeley, ITV Group Commercial Director Simon Daglish and convenience food entrepreneur Shazia Saleem, the former Apprentice contestant who recently struck a supermarket distribution deal for her iEat range of Halal ready meals.
Other highlights of the invite-only Summit include keynotes from Sam Singh, GSK's VP & Global Head of Media, and LA-based Bettina Sherick, 20th Century Fox's SVP Digital Strategic Marketing. Creative legend Dave Trott will close the conference before group discussion sessions, a networking drinks reception and industry dinner with Comedian & Actor David Schneider.
