Masters of Scale Rapid Response: Why brands must take a stand, w/Wieden+Kennedy's Colleen DeCourcy
Nov 19, 2020
Colleen DeCourcy, President of Wieden+Kennedy, discusses how her agency adapts to the evolving advertising landscape. She emphasizes the necessity for brands to take strong stands on relevant issues, balancing economic goals with emotional messaging. Colleen shares insights on navigating crises, maintaining team connections, and the impact of COVID-19 on creativity. She also highlights the shift towards authentic brand identities and the importance of adapting to cultural sensitivities in communication. It's a timely exploration of advertising's future!
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DeCourcy's Pandemic Experience
- Colleen DeCourcy had to stay in New York for seven months due to the pandemic.
- She found being still challenging as a creative person, while also dealing with the impact of various events on her team in Portland.
Change in a Crisis
- Change agents thrive on momentum, but the pandemic disrupted this.
- DeCourcy discovered a new energy in opposing the chaotic movement of the pandemic.
From Acceleration to Dead Stop
- DeCourcy describes Wieden+Kennedy's transition from a successful year to a sudden halt due to the pandemic.
- This abrupt change impacted the company's momentum and created new challenges.