Tackling the Trust Deficit
Maandag 05 oktober 2020 - 17:00 - 18:00Tackling the Trust Deficit
Over the past 10 years the media landscape has atomised. Old communication platforms are transforming. The new ones are facing fresh challenges, especially in 2020. As trust and truth are increasingly undermined, the importance of earned attention in brand communication has never been greater.
The power of earned media lies in establishing trust between brands and the communities they are seeking to influence. Right now, those communities are dispersed and isolated, yearning real, meaningful connections.
Brands have an important part to play here. They can be either part of the problem, or the solution. The un-wrapped selves we’ve been displaying – through the bad hair days, attention-seeking pets, and next-room childcare challenges – makes for a snapshot of vulnerability. Businesses that are prepared to be equally candid about who they are and the value they promise to add have the potential to build long-lasting relationships built on trust. Those that don’t may find themselves on the wrong side of history when we emerge from the current crisis.
HOST
By trade, Olaf is a film director. He has won several awards like Lions, Epica, and Effies before specializing in food advertising. Olaf has directed and shot over 500 commercials in 30+ countries and is still going strong. In 2012, he founded Chuck Studios, the first global food-specialist creative production company. The company not only makes food look delicious, we also help brands around the globe develop a distinct Culinary Identity. Chuck Studios is headquartered in Amsterdam with offices in Moscow, London, and Los Angeles.
Nathalie has managed marketing communication campaigns for companies such as Red Bull, Heineken, KLM. Currently at Philips, she is responsible for the global activation of Philips brand sponsorship campaigns.
Along with being the winner of 2 Lions at Cannes Lions, Nathalie is also listed on the 50 de Kleurrijke 50. Nathalie will dive into how mentors have been pivotal throughout her career when it comes to gaining confidence, knowledge and advice.
David is a high-functioning eccentric who thinks in stories, speaks in aphorisms, and wields a passion for storytelling that’s unorthodox approaching idiosyncratic. Hired at Google as a 22-year old, David held an objectively unjustifiable amount of power. He built a content team at Google Maps and established a global production strategy that covered the Canadian Arctic, Taj Mahal, and Pyramids at Giza.
Then he left to turn his side project, a wedding video company named Bokeh, into a creative agency (http://bokeh.agency/). He now develops campaign strategies and content for brands like Google, Instagram, Airbnb, WeWork, DoorDash, Visa and more. David is a graduate of the University of California, Santa Cruz, and currently lives in San Francisco.
Reminder: De voertaal van deze talkshow is Engels.
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This event is in English