TBWA recently hosted the Edges 2024 event, curated by its cultural intelligence unit Backslash, to explore the most meaningful ways that brands can tap into and align with cultural shifts influencing the Middle East and North Africa (MENA) region, while paving a future-proofed path towards sustained growth.
Speaking exclusively to Campaign Middle East, Catherine Bannister, the Chief Strategy Officer at TBWA\Raad detailed the thought process behind Connection Quest and Roots Revival, two of the 41 “edges” identified by participants as “mind-opening” in today’s fast-paced digital age.
Brands can bring people together
“Connection Quest is a fascinating TBWA Edge that perfectly captures the dichotomy of the world today – at once simultaneously more connected, yet somehow more isolated than ever before. It’s a world that is no longer built to facilitate face-to-face interaction – and yet herein lies the opportunity for brands,” Bannister said.
Over the past few years, relationships have become increasingly ‘economical’, ‘transactional’, and ‘need-oriented’ amidst a seemingly paradoxical demand for ‘authenticity’ as well as ‘deeper and more meaningful connections.’
Bannister explained, “Video conferencing and collaboration apps have allowed us to have highly effective and efficient working practices simultaneously across multiple geographies and timeframes without ever stopping to admire how ‘economical’ it all is. It’s often about the interaction being no more than necessary – after all, we are talking and seeing one another – as a definition of the word ‘economical’, not in the financial sense as such.”
“There are times however, especially in workshop or highly collaborative situations, when there really is no substitute for being in a room and working through challenges and opportunities together. It’s about the sense of builds and buy-in, or not, that can only really be felt and sensed as opposed to verbally communicated. As human beings we look for deeper connections – and as marketers, we must look for opportunities to provide them. It is a chance to go beyond social media followers that define perhaps only likeability and popularity to something that facilitates greater interpersonal relationships,” she added.
As a result, brands now have the opportunity to leverage genuine connections and communities to bring like-minded, ‘like-locality or ‘like-circumstance’ people together.
“It’s powerful stuff for human beings,” Bannister added. “Even when it might not be possible to physically be together or perhaps the business model is a digital one, it is possible for brands to enable people to be themselves more. Enabling and encouraging safe self-expression is a great way to connect better together and be a positive force for the connection economy. So, the next time you are thinking consumers or customers, think about building greater opportunities for connections.”
— Audrey Azoulay, UNESCO’s Director General
Reviving regional roots
While being in tune with the rest of the world was once a point of pride, the Middle East region is now turning inward and taking pride in its local and national heritage — as residents, expats, and nationals alike gain newfound appreciation for the people and traditions that came before us. Hence, Roots Revival.
“This is one of my personal favourites from the TBWA Edges series,” Catherine Bannister told Campaign Middle East. “Although the world may often feel like small, mostly-explored, a not-much-that hasn’t-been-photographed place, it is actually one where there remains immense undiscovered joy in local and national heritage, people and traditions that went before us and skills and expertise that remain the true wonders of the world.”
What becomes more fascinating however is when those experiences, traditions and skills are revived and re-mixed today.
Bannister added, “It is the 20-something playing a traditional instrument that might have been around for more than 200 years, it is the folklore footsteps that are re-created in the latest achingly trendy footwear, or it’s the stories from ancient buildings where we hunker down under our weighted blankets and our dreams are filled with who else might have slept within those four walls.”
Clearly, consumers across the region have begun to appreciate this and, in turn, a new-found appreciation and appeal for this can be enjoyed by marketers and brands, as well.
“Rather than high-profile influencers, perhaps it’s the less-well-known individual who is reviving family traditions. So, when it comes to the choice of pattern, motif, and decoration for that social media filter, production backdrop, or new sub-brand, think about the roots of your target audience.”
It is often said that to know who we are today, we must first understand our history. Bannister believes that for brands, knowing exactly who our consumers and customers are and what they value can also help us draw them closer.
The Edges 2024 event marked the beginning of a series of thematic sessions that TBWA\Raad will host in the future, focusing on specific and relevant topics for brands and markets.
These events will aim to provide valuable insights for brands looking to capture a greater share of the future by aligning with enduring cultural changes.
