Create’s Martin Laing has authored a column in Campaign magazine
CNN showcases a different way to create and collaborate during Covid
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Create's Director of Production & Global Executive Producer Martin Laing discusses CNN's innovative approach to creation and collaboration in order to deliver campaigns during Covid.
Read excerpts below and the full article on Campaign.
Change brings about fresh ideas and new ways of working. Brands need to embrace the challenge to deliver the content that consumers want warns Martin Laing, Director of Production & Global Executive Producer, Create Brand Studio, CNN International Commercial.
“We’ve also spent a lot of time on research and strategy to consider how consumers see brands now and evaluating how brands should be communicating to strike the right tone”
Martin Laing, Director of Production & Global Executive Producer, Create
In the past six months brand strategies, messaging, and the role of branded content have changed dramatically. That’s certainly something we’ve experienced at CNN with our clients around the world. We’ve always had a consultative approach at Create but this year it has become even more important, as brands strive to ensure the relevance and tone of their campaigns. Inclusivity, representation, and thoughtful language must be tastefully and sensitively included in all branded content if it is to be effective.
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