An exciting opportunity to join our Hoxton Square team, working with creators and influencers...

Director (Creators & Influencers)

Building on our already considerable experience working with early adopters, those with expert perspectives, and those who can help create bright futures for our clients, we’re seeking a senior hire to push this cause further at Crowd DNA, meeting the growing needs of our clients.

  • You’ll be able to point to experience of creating/managing expert and influencer networks that span markets, disciplines, and specialisms (from street culture to academia, taking in psychology, anthropology, design, health, beauty, retail, media, tech, food, celebrity, sport, family, music, fashion and relationships along the way)

- Bespoke recruitment methods – showing us that you can reach specialist opinion former audiences in custom and authentic ways

- A track record of working with these audiences (interviews, ethnography, roundtables, citizen journalism and other remote methods)

- Evidence of getting experts and stakeholders working together in workshops

- Better still, showing how you’ve worked on co-creation projects with diverse creator types (from youth culture through to specialised industries)

- Innovation – we’d like to learn (from you!) about fresh and new ways to work with creators and influencers

- Showing how you get to strong strategic outputs and powerful narratives, often bringing the likes of semiotics, future forecasting and social listening into play

You’ll be based in our London office, but expected to input where relevant across all of our offices. Your remit will cover designing/running projects and developing business growth opportunities in this field, thought leadership, best practice and team development. The role comes with an attractive salary/package and the chance to build something new at this exciting and ambitious consultancy business.

To apply, please send a CV to creatorsinfluencers@crowdDNA.com

 

 

 

 

 

Roll up to our next Rise session in London, where Crowd DNA's Laura Warby and Berny McManus will give a masterclass in how to work with trends…

Date: May 31

Time: 8.15am-9am

Location: Crowd DNA, 5 Lux Building, 2-4 Hoxton Square, London, N1 6NU

We all know that spotting and understanding trends is the key to staying ahead of the curve. But in this world of constant innovation, differentiating between a fleeting fad and meaningful cultural progression is actually pretty difficult. Knowing your micro from your macro, or your emergent from your dominant, has never been so important.

So what exactly is a trend, and at what point should brands take notice? 

In this session, we’ll unravel what trends are all about and explore some recent cultural shifts that brands need to pay attention to in 2018 and beyond. We’ll provide a guide on working with trends; including tips on how to future-proof strategies and build lasting connections with consumers.

If you’d like to join us for coffee, croissants and a ‘how to’ guide to working with trends, please contact Pauline Rault. And feel free to pass this invite on to colleagues too.

Watch the trailer below:

 

Taking notes at Brandalism in Singapore...

We headed along to The Drum’s Brandalism event, held in partnership with HP, when in Singapore this week, where a panel session at the ArtScience Museum had those agency and client-side rubbing shoulders with artists, seeking a shared view on the role of art (specifically street art) in advertising. Inevitably, this was not easy to find, and much of the challenge centred around if the value exchange between creativity and commerce could ever really be set right.

Art and advertising have in fact been dancing around each other for over a century (Toulouse-Lautrec, Rockwell, Warhol etc), but some new perspectives never hurt. Here’s a few quick notes from the session -

It was suggested that a brand’s values must match with those of the artist – easy to say, seriously tricky to deliver against, we’d suggest.

Alternatively, and likely a more realistic exchange, that the secret lies in the brand creating an opportunity that the artist would not otherwise have had; as a modern-day patronage of the arts, you could say, with Coke, or UBS, or Beck’s, taking the role once occupied by Renaissance-era establishment.

Most on the panel cautioned against brands thinking that collaborating with artists could function as a kind of shortcut to cultural relevancy. And Didier ‘Jaba’ Mathieu, the street artist on the panel, said that it often wouldn’t help an artist’s credibility within the scene if they’d notched up a track record of working with brands

Shaky ground all round, then. Though some examples (not specifically current, admittedly) were put forwards of art/brand collaborations that had appealed:

Art House: an Airbnb initiative at Art Basel Hong Kong a couple of years ago, that saw 11 artists given a disused store to set up studio in. The scary, but ultimately rewarding part, explained panellist Matthias Schuecking (consultant and former Airbnb marketer) was just allowing them to do whatever they wanted.

Art House
Art House

Favela Painting/Let’s Color: AkzoNobel-backed initiative with Dutch artists Haas&Hahn which turned 34 houses of a hillside favela into a huge community art project. For the month of painting, community members ‘received an education as well as a paycheck’.

Favela Painting
Favela Painting

eL Seed: the French/Tunisian artist is known as a ‘calligraffiti’ pioneer, working on everything from Arabic script art in New York proclaiming ‘The only thing people have in common is the fact that they are different’, to painting across 50 buildings in Cairo. He collaborated with Louis Vuitton, creating designs over the classic monogram scarf and LV trunk cases (ok, so not advertising really).

Coca-Cola: their quest for personalisation went into overdrive when they set a target of producing two million unique bottles of Diet Coke. Physical pieces of art were first created that, though abstract, featured brand relevancy in the form of bubbles and visual interpretations of fizz. HP then digitised the designs, creating an algorithm that could generate infinite new variations of each design to adorn bottles.

From original art to two million bottle variations
From original art to two million bottle variations

The common ground here? Perhaps a higher than normal level of investment in the cause by the brand and/or surrender of control. Commitment and humility, then – two factors for brands to bear in mind when engaging with art; though there’s a tension in this space that, we imagine, won’t be solved anytime soon.

Here’s what went down at our Rise event all about modern families (where we welcomed our youngest ever Rise attendee, too!)…

At our latest Rise session in London, Crowd DNA’s managing director Dr Matilda Andersson and associate director Lucy Crotty (who also happen to be mums) spoke about modern parenthood in all its glory and grossness.

Starting bright and early (naturally, they’ve both got young kids), our presenters highlighted the need for family-centric brands, businesses and society to start taking note. With 90 percent of all new parents being millennials, what a family looks like – and what a ‘family’ even means – is fundamentally changing. And, despite some recent reworkings in popular culture, this pair of millennial mums still feel misrepresented.

But it’s not all bad. The key shifts shaping modern families reveal much to be celebrated: women’s empowerment, working mums and an appreciation of multifaceted female identity; the move away from ‘doofus dad’ to ‘involved dad’ and a focus on male roles in family life; and, crucially, the backlash against ‘perfect parenting’ towards a more diverse, realistic and relatable portrayal of parenthood.

The question, then, stands of how to speak properly to these shifting families. Matilda and Lucy offered loads of thought-starters on how brands can recognise opportunities with modern parents. By being representative, tapping into their sense of purpose, embracing creative play, or helping them carve out quality time via tech-convenience – just some of the ways to speak better to families of all shapes and sizes.

Thanks to all that attended, ate croissants and help distract a crying baby. We’ve wrapped up the key points and more hints for brands into a digital magazine, available to download here.

Brand Beef

How Burger King takes curious pops at its (golden) arch rival...

Competitor brands normally do a good job of completely ignoring each other in their communications, but it’s intriguing when that’s not the case. Burger King has quite a history of beef (flame grilled, natch) with McDonald’s, and their latest swipe is one of strangest yet.

American agency David Miami has crafted a print campaign which features real pics of rather large homes owned by former McDonald’s big cheeses (so many burger puns on offer in this post), each boasting a patio grill and the assertion that “flame grilling is hard to resist” – flame grilling, of course, being Burger King’s point of difference.

Previous Burger King pops at their rival include dressing a Queens, New York, outlet up as the ghost of McDonald’s on Halloween. There’s a fine line in getting this type of stuff right – if you’re not careful, you can come across as bitter, twisted and perhaps a little overshadowed. But we reckon the rather random, and unexpected, nature of these executions sees them coming out well.

 

 

At our next Rise session in London, Crowd DNA’s resident parents, managing director Dr Matilda Andersson and associate director Lucy Crotty, set about reframing modern families...

Date: April 26

Time: 8.15am-9am

Location: Crowd DNA, 5 Lux Building, 2-4 Hoxton Square, London, N1 6NU

Parental burnout, gender neutral toys, screen-time wars, feminist dads, LGBTQ+ families, postpartum body positivity – it seems we’re all too aware of the joys and perils of modern parenthood. And, as the next generation of millennial parents arrive and shake things up, the whole status quo of parenting is dramatically changing, too.

But are we speaking to and about families in the right way?

This session explores changing attitudes to parenthood and, in particular, how modern families are portrayed. Looking at some of the tensions and backlashes against ‘perfect parenting’, we’ll help brands identify new opportunities – and to speak better to families of all shapes and sizes.

If you’d like to join us for coffee, croissants and a very real, up-close journey into modern parenthood, please contact Pauline Rault. And feel free to pass the invite on to colleagues and estranged family members alike.

Watch the trailer below: