Our navigator through the crisis - with the aim of giving marketing managers orientation and inspiration on how to find meaningful answers to people's emotional needs and desires in the current situation and in the coming weeks/months.
Brands today need more than just ‘consumers’. They need long-term backers. For that, a brand has to give people something they’re interested in. There’s no longer just one way or three mediums to pique interest in brands. So let’s forget Instagram and TikTok and all that hot shit for a second. That’s just one part of the world people live in. But not the whole world. A song, an app, a game, a building – anything can be brand communication today. Because people can choose if, when, where and with whom they interact. With most brands, they don’t want to interact. And that’s exactly what we want to change.
Without emotions, a brand is just some boring company. Emotions define brands. Emotions make them stand out. Likeable. Special. Desirable. Such brands don’t come from meetings or at conference tables. But from the minds and hearts of people. That’s why we do everything we can to charge brands with the right emotions. For Porsche and Volkswagen, as well as for Burger King and IKEA. Because brands have to inspire today. Astound. Surprise. To make us laugh or cry. Give us the chills or an unforgettable moment. We work on that every day. Because we know: only those who move people, move brands and market share. Anything else is like talking to yourself.
To create communication that moves people and brands, we work differently. Within the agency, we’re all about (please insert all the usual buzzwords like ‘agile working’, ‘silo-free’ or ‘scrum’). But above all, we work differently with our clients. We’re not the agency that, once briefed, will after four weeks parade a dog and pony show in your meeting room, whisking away all problems in a single, magical presentation. Because most problems and tasks today are far too complex. We’re also not the agency that always does exactly what’s expected of it. That’s why we work tightly with our clients from the very start. We ask; we drill deep; we want to know all the ins and outs possible. Not always convenient. But extremely efficient.
Grabarz XCT is the agency in our group that zooms in on excitement. Communication through experience, touch and interaction. Whether digital, with events or face to face.
Grabarz JMP is not an agency for advertising. It’s an innovation space where we start much earlier in the process. Here, we develop innovative products, services and brands together with our clients. In short but sweet innovation sprints. In the heart of Berlin.