We are a communications agency. Our job is to make noise about a product, a campaign or an idea for our clients. Traditionally that was executed through PR but increasingly we integrate experiences into our campaigns to bring the consumer or the media closer to the brand.
Brands are trying harder than ever before to make something bespoke and innovative for consumers. The more curated the experience, the better. My role involves figuring out the mechanics behind bespoke journeys and takeaways and creating immersive moments that people can engage with.
Our work for the AW 18/19 collection for Dr. Martens last year is a personal highlight. Not only do I love the brand, I really enjoyed the challenge of getting 60 tired journalists excited about being on a Dr. Martens journey with us for a couple of days. They see collection launches time and time again so we were determined to do things differently. We built huge sets to bring the collection to life, creating design and prop-led immersive experiences and a journey through the styles and themes of the collection. Subcultures were referenced through a live tattoo parlour where you could get your shoes inked, a hairdresser giving mod re-styles and listening booths spinning tracks from the likes of The Who and New Order. These moments created loads of opportunities for fluid and natural interaction, networking and discussion.
A desire for authenticity and emotional connection is paramount. Younger consumers in particular are tribal, and despite fewer boundaries, they still want to know that they belong. Tapping into the right tribes with the right message is key.
There’s no single way to deliver a message. At John Doe we tailor our approach to the audience and deliver it in the optimal form – be that PR, social media or experiential events.
Marble LDN has always been a preferred go-to partner for production, events and design. We’ve collaborated on projects for clients such as Martell, and have further work in the pipeline.