One of the best things about working in a global, multinational agency is the breadth and depth of talent across the network. It’s even better when that talent produces some amazing thinking and we’re able to learn from it. Last week I shared an iPad briefing document from our New York team and today I’ve got a great little “Yellow Paper” for you.
Dennis Hurley, Creative Strategist at Tribal DDB Sydney has written an excellent piece on Humour, Marketing and the Internet. The intro is below as is the full document uploaded to Scribd:
I’m sure you’ll agree that it’s a very exciting time be a part of the marketing industry. It seems that each new day ushers in a groundbreaking new style of marketing, a new approach or a new technology that just wouldn’t have been possible a few years ago. Not even the terms we use to describe, debate and judge the work—“participatory,” “social,” “interlinked” and “connective”—were in existence a few years ago. Everything about digital marketing is new.
But what if the most important attribute of truly great digital work weren’t something new, but something retained from the past? Something important that had been lost or forgotten in the midst of all these changes? What if, despite all the change, the true measure of great digital work were its emotive power?
The link between emotive power and business growth is clear. Science tells us that emotion, not rational thought, is the gatekeeper for consumer behavior.
This paper is focused on humor alone, the mainstay in our bag of emotive tricks. Most brands feature humor in their brand attributes—perhaps as “a twinkle in the eye,” a “playful nature,” or something similar.
More speciﬁcally, what follows is all about humor in the digital age of marketing: its renewed beneﬁts; a glimpse at a brand that manages to be funny on the web; an investigation into how social technologies are impacting the way that we joke; and ﬁnally, a few pointers on how to ensure that your brand is in a position to take advantage of humor.
What do you think? I have some thoughts but as always, this is about you, not me.
Comments are open.