Long gone are the days of those big campaigns, the big ad campaigns, and that’s all you do.
Marcus Wesson is the award-winning CCO at Dailey, a creative ad agency with a strong focus on brands and storytelling. Their clients have included Honda, Boys & Girls Clubs of America, Nestlé, and Dole. Wesson’s creative work and innovative campaigns have been recognized by Fast Company, Adweek, The Drum, The Webbys, and more.
In this episode of Velocitize Talks, Wesson shares his thoughts on data and creativity, diversity and storytelling.
Passion Project (2:23)
I always love the ads that are shocking and a little bit different and don’t feel like ads.
Recently Dailey developed a campaign with 360 Labs for the new Honda Talon 1000X offering a full virtual experience and featuring none other than Motocross Champion Ken Roczen.
VR provides users with a more immersive and interactive experience, engaging your audience on an entirely different platform. Over 62% of consumers say they feel more engaged with a brand that sponsors a VR experience.
Creative analysis (3:55)
You have to think about the full ecosphere and having stuff that really resonates so instead of one ad for a mass demographic now you’re literally coming up with one ad almost for one person.
Big data and analytics is what enables targeted marketing and advertising to consumers, and gives you an overall better understanding of your audience. According to a survey of CMOs from McKinsey & Company, businesses that have successfully integrated creativity and analytics have grown twice as fast.
What diversity gives us (7:35)
It was really just one of those things that exemplifies our core strategy, our core beliefs at Dailey is about embracing diversity, embracing fairness and inclusion for everybody.
In 2018 Dailey produced a powerful campaign, What Diversity Gives Us, in response to remarks made by Congressman Steve King (R-IA) that minorities and other ethnic groups have not contributed anything to America. The website provided an opportunity for visitors to complete a question: “What have [blank] done for America anyway?” This generated a list of the many contributions that an individual group has made to society.
Heart & Soul (9:13)
I think there’s a lot of people that call themselves creative but they might be more along the in lines of a designer or a graphic designer. It’s really hard to find that Unicorn, that person that’s really good with storytelling and also excellent design aesthetic.
Dailey developed a “Brand Soul” proprietary process in order to connect with consumers on a deeper level on things that they value. Authenticity is key to telling a story that will resonate with people. Plus, it never hurts to have fun with it, like with this Super Bowl 2014 ad campaign.
To learn more about Dailey, check out its website.
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