Brand trust is the way forward for marketing: DDB CCO

DDB Worldwide chief creative officer Amir Kassaei says brands must be trusted as traditional pitches no longer work

The traditional marketing pitch needs to be abandoned in favour of brand trust with consumers, according to DDB Worldwide global chief creative officer, Amir Kassaei.

Speaking at the Mumbrella 360 conference in Sydney, Kassaei told delegates that because consumers are armed with Twitter and Facebook, they have the power to “just kill you”. He cited the case of a British Airways customer whose luggage was lost on a flight to the United States in September 2013. The passenger called up British Airways customer service after he landed in Chicago and asked where his luggage was.

“They [customer service] were treating him like an idiot so he began tweeting about his problem with British Airways,” commented Kassaei.

However, the man didn’t just tweet to his 500 followers, he purchased British Airways promoted tweets to spread his complaint much wider.

“In 24 hours, the [British Airways] CEO called him and his luggage was there. That explains a lot about the power that is shifting towards the people,” Kassaei said.

Marketers should strive for what Kassaei called “relevant truth” where the brands they are promoting connect with people on an emotional level.

“How do we create a relevant truth based on an existing product or new offerings that people start to care about it?” he asked attendees. “If we do that, consumers will do the job of communication by themselves via the Internet.”

He added marketers should not treat people “like animals” and resist the urge to try and sell them something.

“Respect them as human beings and people will be respectful back to the brand you are marketing,” he claimed.

As an example of respectful marketing, Kassaei shared the story of a drycleaners in Boston in the US. During the last global financial crisis, the drycleaners began offering a free suit dry cleaning service to unemployed people who were going for a job interview.

“In the long run, this drycleaner will make huge amounts of money because he will have a group of loyal customers who feel he is taking them seriously," he commented.

According to Kassaei, DDB strives for brand trust when it comes to marketing campaigns. For example, DDB Miami worked out a way to market Glad rubbish bags to young people aged in their 20s who care about music and the environment.

The team produced a Glad branded tent designed for music festivals. Once the festival is over, the tent can be turned into a large rubbish bag so the campers can take away their rubbish. Feedback from the target audience of young people was favourable, according to Kassaei.

Follow Hamish Barwick on Twitter: @HamishBarwick

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in