B-E-L-I-E-V-E
On Thursday, we gathered over 100 friends of GERMAINE in a splendid location: the chapel of the “De Dames” school in Antwerp.
This was the appropriate place to share with everyone our choice to BELIEVE. Indeed, in the face of a financial crisis that hits our sector hard, and a structural transformation process that challenges the very basis of our profession, we choose to be optimistic, and see the half-full-glass. Never has the time been more right to reinvent communication, never has the need to experiment and learn been greater. For us and our clients and future clients and collaborators.
We believe in the future of brands - of course they’re not dead.
We believe in the future of communication - it just has to be reinvented.
We believe in the future of agencies - just not in the ones that today still don’t get what’s going on.
We’ve also presented our F-A-I-T-H model, which is basically the christallisation of everything we believe and have found true about brands.
And we’ve launched Migraine, GERMAINE’s and Gonzales’ strategic think tank. We’ll come back to those here later.
Confronted with all this news, Dirk Domen, our Creative Director, adopts the appropriate humble position. It might of course be the building too …
“We believe in the future of communication - it just has to be reinvented.”
Could it not be that it has already been reinvented (communication, that is); and advertising agencies are only just starting to catch up with the new ways of communication?
@Tom: yes, of course. People didn’t wait for us to comment on or talk about brands. The reason the ad industry has such a hard time catching up is not that we didn’t know this, but because it puts the traditional business model under pressure (or in peril). And the new one is still in the making.
Having said that, there’s only one thing we can do: experiment. try. learn. Anf find the clients that not only allow us to do so, but are explicitly looking for that. After all, it’s their brands too that are on the line