Nowadays, people see through marketing messages. Still, brand communication is often irrelevant and distant to their audiences. That’s why Marketers need to add a layer of cultural credibility to their campaign structure. Even more important is to understand audience mindsets and their passion points in order to be able to speak with them and not at them.
Johann Laeschke, General Manager at VIRTUE Worldwide, VICEs full-service creative agency, will talk about ways on addressing the right people, with the right message through cultural relevance. Johann gives insights, what is so special about Gen Y and Z and how you get their attention in a fast-moving media world. The Millennials seek relevant information which is part of their cultural world and therefore reject invasive media and advertising such as non-skippable online videos. With VICE being a launch partner of Snapchat, Johann will showcase how to create seamless experiences for its young audiences and brands on Snapchat based on an understanding of the passion points.