Client Briefs X Distance X Time = Infinite Creativity
No! This is not one of those blogs where people talk about how the economy has changed. This also is not about how the pandemic has been taking our happiness or how depressing being at home can be. This one means business!
Shifts in consumer behaviour, coupled with the razor-sharp evolution of technology has made it possible for brands across the world to receive insights of what makes their customers tick. And, while campaigns don’t see nationalities, time zones or boundaries, or even place of residence, there are some hurdles that brands face.
Let’s dissect these shall we? If we put them in a nutshell, from a brand’s perspective, one can broadly classify these into:
The audience insights while being real-time, sometimes fall short in terms of execution due to time constraints
As we strive for inclusivity in our audience, we must jump through hoops for the diversity of our creative teams
Often communication laggards stop us from exploring the goldmines of creativity that would be residing away from us
Take a closer look and you’ll probably be able to identify a similar challenge as the team at Yellow Seed did. While the brands would love to go above and beyond to prove their marketing mettle, often they might not be able to fully utilise the potential of an agency.
Well, here’s a thought – what if there was an agency that kept their lights on, throughout the day as well as the night? Not because times were tough but because it made sense to clients.
A sunny afternoon, a normal brainstorming session and our creative collective struck gold with this thought. Creative juices began to flow and we were smothered by bouts of logic. All of this and then some led us to a model aptly called ‘Dark Mode’
An agency that would not just work around the clock, but also make the world go around with their work. It would always be available for the brands regardless of the time zones they belong to. Be it brainstorming, ideation, strategy creation or execution, this agency could be there for the brand more than the friends of the American sitcom F.R.I.E.N.D.S are there for each other. Sounds interesting, doesn’t it?
About 300 cups of coffee later, we just decided to go all-in! The result? A brand-new thought that focuses on creating a content house that doesn’t work within the bounds of time. A content model that runs with the aim of producing content 24/5.
Here’s to official late nights! Welcome to Dark Mode!