TikTok & TBWA release whitepaper and encouraging businesses to embrace creative and innovation
Sep. 6, 2023 | By Kim Shaw - TBWA
TBWA, The paper shares how brands who have broken away from ‘best practises’, have discovered the possibilities on newer platforms, and are being rewarded. These brands are disrupting category conventions, capturing attention, creating on-going value, and gaining recognition.
Tessa Conrad, head of innovation, TBWA\Asia, said: “What your brand stands for, what it offers people, and what it makes people feel, results in a community to connect and create with rather than just an audience to speak to.”
The rise of new technologies and online platforms have significantly lowered the barriers to create content, resulting in today’s consumers evolving; they’re now ‘prosumers,’ actively participating and producing content, not only consuming it, thereby exerting substantial influence. Given this competitive marketing environment, producing culturally relevant, bold, and audacious creative brand ideas is an imperative.