The business model of agencies no longer meets the business needs of clients, says David Alberts, chief creative officer at MOFILM.
Speaking at Global Marketer Week in Marrakech, Alberts argued that agencies no longer offer clients what they need to engage with consumers, and that brands need to look for creative alternatives to truly leverage the power of consumer-generated content.
“It’s important to remember the three marketing ‘F’ words – 'faster', 'fresher', and 'fraction' of the cost,” said Alberts.
MOFILM is a British based content sourcing company that allows users to produce video and photographic content for various brands and social causes. Its clients include Bose, Coca-Cola and American Express.
Alberts said that the most important thing for brands is to have a point of view.
Citing a campaign created for Bose using young Australian filmmakers Oliver Clarke and Blair MacDonald, Alberts explained how going against the typical agency business model and instead looking at the “untapped market of filmmakers” is a good example of getting consumers to engage with a brand’s content.
Bose was launching a new portable speaker and wanted to go beyond just showing people a speaker, it wanted to show how music fits into our everyday lives, according to Alberts.
“It was shot by a local film-maker, the song was created by a young musician – what you get is an incredibly authentic campaign,” said Alberts.
“I think this is the biggest challenge that brands have to face at the moment… You need to have a point of view and think about why people should engage with your content.”
“The greatest fear is not being relevant,” he said.
Laura Bracher, Marrakech
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