Ogilvy: F®anchise : the expanding and lucrative new world of fandoms

Marketing has been crafting and pumping messages out to target audiences for 150 years, but now we are entering a new era – a fundamental shift to co-creation. So, whilst the traditional approaches are not going away, there is now another role for every brand and organisation: how to empower fans, consumers, and creators in the development of content that adds to their and your shared story.

And today, thanks to our newfound ability to find and connect around our passions through social media, everyone is a fan of something. And serious fandoms are heralding a new era of brand marketing - and it’s ever changing.

Social media platforms have empowered creators to build their own fanbase through their personal brand, and these individuals are now able to leverage their large followings to drive sales and shape the public perception of products and services. But it doesn’t end there, content creators are challenging traditional branding practices and shifting the balance of power in the marketing world by launching verticals of their own.

In this presentation, we will explore what mature brands can learn from the creators disrupting their own industries; question whether brands should be in the business of selling or entertaining, we’ll dive into engagement strategies fuelled by fandom that translate to sales; hear from both sides on whether brand love is more important than fan love and dissect how TikTok is changing the formula of a pop song.

We’ll then assemble a panel of creators who have built businesses off the gaps identified in the markets they were spruiking, probe brand longevity and establish if the tail is wagging the dog.

Speakers: 

- Liana Rossi (Head of Culture and Influence, Ogilvy)
- Bridget Jung (Executive Creative Director Sydney, Ogilvy)

More to be announced.

For an invite to this session contact Richard Brett, richard.brett@ogilvy.com.au