Cookie Settings Play | Big Thinking on Brand Participation

Play

Big thinking on Brand Participation

05/29/2014
truth about gamification

The truth about gamification

05/25/2014
Cross dress your brand

Cross-dress your brand

05/24/2014
creative design brief

The creative treasure map

05/24/2014

Using Your Little Screen to Get More from the Big Screen

05/24/2014
Gamification

Playing at it: the serious game of changing global businesses

05/23/2014
Ketchum Change gamification

Play that pays

05/23/2014

Responding, fast and slow

05/23/2014

Making living healthy fun

05/23/2014

Playing with the senses

05/23/2014
tech brand

The technology brand dilemma

05/22/2014
build customer loyalty and trust

Surprise, delight and build customer loyalty and trust

05/22/2014
Social media marketing

Need more engagement? Be more playful

05/22/2014

The war of words is over

05/22/2014
Disney Storytelling

Brands with heart

05/22/2014
Activision brand strategy

Permission to play

The explosion of new channels and the huge volume of self-published content, now available to be watched and enjoyed, means that brands find it increasingly challenging to compete for attention.

Inevitably people’s attention spans are shortening while their demand for something that is really entertaining and fun is increasing.

With the creative bar for branded content rising, only brands that get it right can reap the rewards of deeper engagement and additional media value from sharing.

We are interested in helping brands think through their brand participation strategies, finding ways to identify the idea that will pull people in and encourage them to share. We are also finding ways to demonstrate the effectiveness of ‘Play’ to deepen the relationship and bond people have with brands.

In this issue, we explore the role of ‘Play’ in building stronger relationships between people and brands, building relationships that matter in their real lives.

We are also interested in how ‘Play’ helps us get closer to people in research, revealing new insights into what they see, feel, think and do. Our new techniques — including co-creation, gaming and visualisation — are all part of this.

I hope you enjoy our magazine, and find it both thoughtful and playful.

Hopefully it will deepen your relationship with us.

Vanella Jackson

Vanella Jackson
Global CEO