We believe in “we”.
Participative Creativity is the bedrock of everything we do at Grabarz & Partner. It represents exactly how much more we can achieve as a team than as individuals. How the creative process isn’t the sole preserve of creatives. Because we believe that exceptional things only come to being once we break down the boundaries between cultures and disciplines. And once everyone accepts that other people can inspire and enrich what we do. Participative creativity is based on the five P‘s.
Laid back was yesterday.
Brands are now under a huge amount of pressure to perform. Whether it’s cars or FMCG, people expect increasingly innovative products at a faster and faster rate. And for less and less money. Nowadays a successful brand is a piece of high-performance machinery. And it’s no different for a successful agency. Because the expectation placed on them by brands is for creative, efficient solutions in double-quick time. Across more and more channels. This is a challenge we accept without hesitation. Because we’re into high performance. Just like we’re into winning.
Brands are built by people.
A brand isn’t created around a conference table. It emerges in the hearts and minds of people. People who talk to each other, who test promises, swap ideas, reward or penalise brands. And other people who even want to (that’s right) communicate with brands. The sender/receiver model is a thing of the past. As is the old doctrine of ‘whoever books the slot has the power’. Every single individual now has more power and influence than ever before. The smarter brands include people in what they do. Everyone else just carries on as before.
You can’t start a fire without a spark.
Brands now need more than just ‘consumers’. They require long-term allies. To do this, a brand has to provide ideas to excite and animate people. A brand can no longer just say “I’d like to show you something nice”. But instead “This is me. Let’s get together and create something brilliant”. A brand now has to be more than just a manufacturer of a product that is ‘consumed’ by a ‘target group’. A brand needs a mission to inhabit with zeal and to inspire people. Developing this mission is the crux of our work.
Monocultural media is dead.
Boundaries no longer exist for brands. Digitisation has demolished national boundaries. A YouTube video can be viewed the whole world over (regardless of whether it’s good or bad). Boundaries between media have also evaporated. It’s no longer a case of the one right way or only three different media with which to reach people. A song, an app, a game, a building – nowadays they can all be brand communications. Because people can decide for themselves where, when, how or even whether they communicate. It’s our job to ensure they want to.
Looking down you’ll never see eye-to-eye.
“I get bored when I can’t join in.” Fewer and fewer people are happy to be passive observers of brands where they are just assailed with information. They are too smart and too connected to be manipulated into a naïve audience for a well-orchestrated publicity performance. They see themselves as co-creators of a brand. In their eyes the brand may even belong to them. Resulting not in consumers but partners. Partners who make demands, have rights – and have an influence that should be harnessed rather than underestimated.