How Dentsu Canada Is Positioning Itself as a Catalyst of Compassion
It’s safe to say, advertising in 2024 has an important job to do. Other than the classic obligations of raising awareness, gaining impressions and – of course – selling something to the consumer, now more than ever brands have the power to contribute to positive societal change. Whether they’re combating social exclusion, standing for compassionate values, or using their size to represent diverse voices, there’s work to be done, and there’s never been a more critical time to do it.
Of course, not every brand can get there on its own. Sometimes, a little guidance is required, and that’s where agencies come into the fold. Specifically, for both Dentsu Canada and the dentsu network as a whole, there is a firm belief in place that after the uncertainties of 2023 and the recession, there are clear and crucial steps forward that must be taken. Whether it’s addressing the implications of AI on the industry, acknowledging the fact that the media landscapes are especially volatile in the US and Canada, or figuring out the best platforms to invest and gain visibility in, all of these things need to be done, and that’s why the plate of today’s advertiser has never been more full.
With that in mind, Dentsu Canada CEO Stephen Kiely sat down with LBB’s Josh Neufeldt, chatting about predictions for the remainder of the 2024 year, and how both the Canadian and international dentsu brands are pushing on multiple fronts for a better adland of tomorrow.
LBB> Obviously, we’re a few months into 2024 at this point. What were your predictions going into the year, and has it started the way you expected it to?
Stephen> I kicked off 2024 with a clear vision in mind – I wanted to harness the power of brands for positive change. Looking back at the lessons learned in 2023, I saw the transformative role that brands can play in shaping a compassionate and inclusive future. Yes, there have been uncertainties and challenges, particularly with the lingering effects of the recession. However, I'm pleased to see the resilient response from dentsu, positioning us well for the year ahead. It's not just about creating connections; I believe the true power of impactful brands lies in their ability to captivate attention through compassion, making a lasting impact on Canadians.
LBB> A key point is that the nature of the work needs to evolve to match the times. With 2023 being marked by this uncertainty, how has this influenced the industry as we know it today? And where does it need to go in order to move in the right direction?
Stephen> The challenging recession of 2023 had a profound impact on our industry. It became a catalyst for fostering agility, innovation, and creativity. In navigating these challenges, the industry underwent a transformation, urging agency partners to break down silos and foster seamless connections among talents.
At dentsu, we understand the significance of adapting to change. We see ourselves not just as participants, but as thought leaders, advocating for a future that's not only compassionate but also inclusive and connected. It's about setting a course towards a direction that aligns with the evolving needs of both our industry and the society we serve.
LBB> Speaking of compassion and pro-social storytelling, what does this look like when done in a meaningful way, and how has this impacted your creative iteration process, if at all?
Stephen> Our commitment to compassion and pro-social storytelling is more than a philosophy – it's reflected in our impactful campaigns like Dyslexia Canada’s ‘It's Hard to Read’ campaign, Skip the Dishes’ ‘Inflation Cookbook’, and Subway Canada’s ‘Never Miss Lunch’ program. These campaigns serve as living proof that innovation and societal betterment can seamlessly coexist.
When we tell stories, we aim to do more than just captivate attention; we want to resonate with our audience, fostering compassion and cooperation. This approach has significantly influenced our creative iteration process, emphasising the importance of diverse perspectives. It's not just about storytelling… It's about weaving narratives that appreciate and understand the richness that diverse voices bring to the creative table.
LBB> When including diverse perspectives in creative efforts, what does your consultation process look like? And how does this enable you to create an authentic voice in your brand narratives and storytelling?
Stephen> Our consultation process is designed to be inclusive and transformative. We break down silos and seamlessly connect talents to foster an environment where diverse perspectives flourish. This approach is not just a checkbox - it's a fundamental aspect of our workplace culture. Insights from remarkable team members like Natalie Tom-Yew, Gizem Gulmez, and Ruth Murray exemplify our commitment to nourishing and supporting our employees. Their experiences underscore a workplace that values personal growth and celebrates diversity. It's through this collaborative and inclusive environment that we can authentically infuse our brand narratives and storytelling with a rich tapestry of voices, creating a more resonant and genuine connection with our audience.
Here’s the proof through our people:
- Natalie Tom-Yew, SVP, client services: “It’s a joy to work at a company that cares to nourish the whole employee. As a business lead in a creative agency, being able to ‘fill my cup’ outside the office has been SO energising, in the office. The encouragement from my colleagues and our wonderful CEO, Stephen, is so motivating. I am thankful to work at a place like dentsu!”
- Gizem Gulmez, workplace experience concierge: “dentsu stands out as a workplace that values not just what you bring to the company, but what fills your cup outside of the office. The support for personal pursuits and side hustles is woven into the fabric of our culture, making dentsu not only a workplace, but a community that fosters individual growth and fulfilment. I am genuinely thrilled and grateful to be part of the dentsu family.”
- Ruth Murray, managing director, iProspect West: “2023 was my 10th year at dentsu, and yet no day has ever been the same; there’s always something new which has kept it interesting to see what happens next. It felt like a good milestone year to do something big personally, and there was so much support for me to take the time I needed to make this bucket list trip happen. My experience has always been that way, I’ve always had the support and been given the time I’ve needed to do what fills my cup. Hence why 10 years have flown by."
LBB> Notably, you’re hoping to address social exclusion this year, including ‘cancel culture’. What are your initial thoughts on this? And why is this of such importance at a time like this?
Stephen> Navigating social exclusion, along with the nuances of 'cancel culture,' is a key focus for us at dentsu. This emphasis aligns with our commitment to counteract social isolation and promote inclusivity. Acknowledging the tangible harm caused, especially among marginalised groups, underscores the urgency for brands to take a proactive stance. We firmly advocate for brands to not only recognise, but actively incorporate diverse perspectives in all aspects of their creative and marketing efforts. In an ever-evolving social landscape, addressing social exclusion becomes not just a moral imperative, but a strategic necessity to authentically connect with our increasingly diverse audience.
LBB> To this end, are there any pieces of work you can showcase that represent these ambitions meaningfully?
Stephen> In addition to the work mentioned earlier, we're actively working on campaigns addressing social exclusion. We’re particularly proud and excited about the BCG-dentsu partnership (Boston Consulting Group, Dentsu Canada and a few other partners - Queens University, Osler, Hoskin & Harcourt LLP, and Wright Cap Group), which is working to establish the ‘Centre for Indigenous Corporate Partnership’ (CICP). This is meant to be a non-profit that will advance economic development and capacity building for Indigenous communities across Canada. This will be done by building partnerships between corporate Canada and Indigenous communities, and will provide pro-bono secondments to these communities to support them with projects and initiatives. It will be the first-of-its-kind corporate partnership program in Canada, and is inspired by a tried, tested, and successful model that exists in Australia, called ‘Jawun', which BCG has a lot of experience with.
LBB> Moving onto your predictions for the rest of the year, you’re expecting to see brands actively contribute to positive societal change. How can agencies help steer brands in the right direction? And how much of a hand should they try to have on the wheel?
Stephen> When it comes to steering brands toward positive societal change, agencies play a pivotal role. At dentsu, we believe it's not just about creating campaigns; it's about becoming partners in the journey towards positive impact. Agencies should actively collaborate with brands, understanding their values and aspirations to authentically integrate them into their strategies. We encourage agencies to invest in diverse platforms, from engaging podcasts to compelling programming, as avenues to reach today's elusive audiences.
In essence, it's recognising that in today's business landscape, there's no business without show business. By intertwining cultural capital with business strategies, agencies can guide brands towards meaningful contributions to societal well-being. I am personally passionate about this approach, because we’re positioning ourselves as catalysts for compassion, inclusivity, and positive change in the advertising industry. Our track record in 2023 and our forward-looking stance reflect our commitment to seamlessly blending business excellence with social responsibility.
LBB> In the same vein, how can these brands approach standing up for strong causes in a volatile political landscape? Are there certain musts that should be achieved, and pitfalls one must look out for?
Stephen> Navigating a volatile political landscape requires a thoughtful approach for brands looking to stand up for strong causes. Firstly, it's crucial for brands to authentically align with causes that genuinely resonate with their values and audience. This authenticity builds credibility and trust, crucial elements in navigating the complexities of political landscapes.
- Musts include thorough research to understand the sociopolitical context, ensuring that messaging is not only relevant, but sensitive to diverse perspectives. Transparency in communication is key; brands should be clear about their stance and actions, avoiding any ambiguity that could lead to misinterpretation.
- Pitfalls to avoid involve steering clear of divisive narratives that may alienate portions of the audience. Additionally, brands should remain agile, ready to adapt their messaging as the political landscape evolves. At dentsu, we believe in the power of thoughtful and empathetic communication, ensuring that brands stand for causes with integrity while navigating the nuanced political terrain.
LBB> To this end, how is dentsu navigating the polarising media landscape of today?
Stephen> At dentsu, we tackle the polarising media landscape by diving deep into those attention filters that sway our focus. It's like understanding the secret sauce that grabs people's attention – we've got to know what's really capturing their interest. We're not just about playing it safe; we're advocating for diversity in voices. It's not just a nice-to-have - it's a must for effective messaging that resonates with our ever-evolving audience. So, we're not shying away from these challenges; we're meeting them head-on, understanding those attention filters, and crafting messages that cut through the noise.
Our recent research on the attention economy delves into how people allocate attention in today's media landscape, giving us valuable insights into effective strategies. Additionally, with the rise of the attention deficit, we've developed ‘Merkury’: our cutting-edge, privacy-safe data solution. Merkury empowers brands to connect with audiences across channels without relying on third-party cookies, ensuring superior engagement and outcomes.
All in all, we're committed to helping brands succeed in this dynamic media environment, providing the tools and expertise needed to thrive amidst the noise.
LBB> Another key talking point has been the rise of AI in the advertising industry. How are you feeling about this at the present? And how is it being integrated (or not) into the ways of working dentsu applies?
Stephen> The AI buzz – it's genuinely exciting for us at dentsu! We're diving into the world of AI with enthusiasm, exploring the efficiencies and possibilities it brings to our creative toolbox. It's like adding a shiny new tool that sparks innovation and creativity.
Now, while we're all embracing AI's perks with optimism, there's a touch of caution in our approach. We're treading carefully, ensuring that as we leverage its benefits, we're preserving the authentic touch of human creativity. It's finding that perfect balance – letting AI shine in its strengths while ensuring our work maintains the genuine creativity that defines dentsu. So, it's a positive and forward-looking journey into the world of AI with a mindful touch of caution, where we explore the endless possibilities while staying true to the essence that makes dentsu, well, dentsu.
LBB> Finally, in what spaces should brands and agencies be looking to work and invest? And how would you amalgamate all of the former to create work that truly stands out as relevant and cutting edge for the times?
Stephen> Brands and agencies should invest in emerging platforms like podcasts and programming to engage audiences effectively. To stand out, it's about blending technology, like AI, with the authenticity of human creativity. Incorporating diverse perspectives and addressing societal issues form the foundation for creating work that is both relevant and cutting-edge in today's dynamic landscape. It's a holistic approach, combining innovation, cultural awareness, and a commitment to positive impact.
Moreover, at dentsu, we're not just following trends; we're actively shaping them by relentlessly investing in understanding the customers we serve. For example, over the past year, we've been conducting in-depth research to comprehend gen z parents as consumers in today’s market. This commitment to understanding our audience enables us to tailor our strategies and create impactful campaigns that resonate deeply with them.
