Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“
Advertising in the era of the individual
People of today are desperate to assert theirindividualism but deep rooted in all of us is the need to belong to a widermovement. Successful international brands succeed in meeting both needs withproducts which feel like true one-offs but also offer mass appeal. Apple putstheir users at the centre of their advertising, for example, while at the sametime selling products which mean membership to an exclusive worldwide club.Brands flourishing in today’s society should show this higher purpose and alsooffer their users space to identify.