WHAT SETS YOU APART AS A CREATIVE AGENCY?
Jon S. Maloy: It starts by acknowledging that we are more than an agency, we specialise in the development of ideas which bridge the gap between brand identity and current culture. Technology is our means of production, it is used to enhance our creative concepts, not inform them. Finally, we produce the work we sell in-house, allowing us to have complete creative and qualitative control over the output of our deliverables. Our trademark is our quality, which can only be achieved by hiring experts who are driven by a curiosity to push creative boundaries.
HOW DID YOUR INDUSTRY CHANGE IN 2022?
Kevin Alderweireldt: While we are category-agnostic, we tend to work with luxury brands that are generally early adopters of emerging technologies, thereby giving us the chance to flex our creative muscles. Overall, we have witnessed a rise in appetite towards novel interactive experiences. There is less of a focus towards traditional engagement channels and a true belief that new forms of brand experiences can live outside of the realm of six second content. From gaming to augmented reality and everything in between, interactive technologies are a must have for brands who want to build genuine and more meaningful consumer connections.
HOW IS THE ROLE OF YOUR AGENCY CHANGING?
Jon S. Maloy: We are a year old, so our role is not so much changing as it is being anchored in a new technology reality. We built Beatrice with the belief that brands needed more; more emotions, more storytelling and more connectivity to where our consumers are spending most of their time and energy. We mirror to the best of our ability the pace of culture and try to create at the speed of it.
WHAT CHALLENGES DO YOU FORESEE FOR THIS YEAR?
Kevin Alderweireldt: This year we choose to look beyond the « R » word (yes recession) and put the hammer down. We are constantly growing our roster of clientele and are hungry for new and exciting projects which propel our purpose, to bring together technological experiences fueled by meaningful narratives.
