Clare Satterthwaite is Planning Director at creative agency 180 Amsterdam. Her focus is developing the brand and communication strategies that can travel deep and wide for global brands including United Colors of Benetton, Replay and DHL. Clare joined 180 Amsterdam from independent agency The Monkeys, Sydney where she was a strategist for a number of consumer brands, including IKEA.
BEAUTY AND THE BEAST
How does the beauty of fashion live with the 'beast' of commercial realities?
Creativity and ideas has always been a brand's secret weapon. It's critical competitive advantage.
And while there's always been a healthy tension between the artful nature of creativity or ideas and the commercial realities of the business, that tension becomes even more stark in the world of fashion brands. Over the past 3 years, 180 AMSTERDAM has worked with brands including Replay and Benetton who had lost their way as businesses and needed ideas that could put them back on track.
Creating films that can help tell these brand's stories in a way that reflects the commercial needs of the business but are powerful, engaging and truthful to the needs of both the brand and to the imaginations of the customer, is a balancing act. The Beast of business has creative mandatories, product messages, KPIs, sales targets and calls to action. The Beauty of film has emotion, storytelling, craft and subtlety. In this talk we explore what it takes for Beauty and the Beast to live happily ever after.