Author: Alvin D’Souza, Managing Director of 121XP
we are experiencing history in the making. As COVID-19 impacts people across
the globe, the economy is seeing the impact of mandated isolation and
moment, we don’t know how any given crisis will end, yet history shows us
that we prevailed and came back from each crisis. In fact, we
emerge stronger than ever before. If nothing else, find solace
in a historical perspective.
121XP, we have been creating and executing brand activation campaigns for multiple
brands across the country. These campaigns essentially comprise of information
and experiences that are directed towards the brand’s target audience. We
essentially have been creating content on behalf of brands on offline mediums. Unfortunately,
considering the nature of business we are in, our industry has been deeply
impacted as well.
times like these it is very important to get creative with the resources we have at our disposal.
Agencies have some of the most creative talent in the business, a skillset that
is “tailor made” for this opportunity. As most of people have retreated into
the safety of their own homes, the world’s dependency on all things digital and
streaming is at a new all-time high, it is only natural for us to diversify
into content creation, specifically in the digital space.
In 1995, Steve Jobs was interviewed by Robert Cringely for the
PBS documentary ‘ . The future
Apple CEO reflected on the notion that generating big ideas isn’t the same as
bringing them to life in a valuable way. As he said, “There’s just a tremendous
amount of craftsmanship in between a great idea and a great product.” It’s a
distinction most content marketers are familiar with- especially if your job is
to spin rough, disorganized insights and ideas into high-performing content
creators simply generate imaginative ideas, write (or record) them, and then
publish them as a blog post, email message, or other content piece. While those
tasks are certainly key parts of the creative equation, a lot more has to
happen behind the scenes for those creative assets to perform successfully as a
marketing vehicle – i.e., get found by the right audiences, drive meaningful
conversations with them, and compel them to take action.
121XP, we have already made that transition to prioritise content creation and
are working towards producing high quality content over multiple digital
channels and platforms. We are in the process of launching an exciting project
sometime in June. We strongly believe this move would be a gamechanger and pave
the path for us to march ahead!
(Alvin D’Souza is the Managing Director of 121XP. Views expressed in the article are of the author)