Op-Ed: BFG’s Scott Seymour Talks Brands Embracing ‘Quirky’ in 2014
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As 2014 winds down (and time flies even faster), we figured we’d break the monotony a bit by picking the brains of various agency folks and gathering their thoughts on the year that was and/or what to expect from the industry come 2014.
First up to bat is Scott Seymour, VP/chief creative officer at Hilton Head, SC-based creative agency, BFG Communications (no relation to BFG9000, obviously), which has worked with brands like Buffalo Wild Wings as well as on entertainment efforts for Fox and Warner Bros. Here, the 20+-year ad vet tells us what to expect from brands next year in four shorts parts. FYI, we’ll have more input from industry folks as the weeks progress and will scatter them throughout what’s left of 2013. Anyways, take it away, Scott.
1) Shift to Understated
This one’s simple. Simple — meaning that brands will begin to fully understand that simplicity is a consumer desire both emotionally and aesthetically. Brands will shift from overt branding to subtler, more understated styles. And, as early-adopting brands gain traction, this trend will gain momentum. Other brands will see the benefits through a cleaner approach. This will eventually move to branding across all mediums as brands forgo “screaming” their names, logos and messages in exchange for sophistication. It will be about a quiet exchange of the megaphones in favor of more intrigue, more discovery, resulting in deeper consumer connections.
2) Embracing Quirky
It is said that beauty can best be found in the imperfections. This coming year, brands will stop saying it and start doing it. This doesn’t mean we won’t see beautiful or “real” work. (Real has already happened.) What this does mean is that the age of transparency will finally catch up with marketing — forcing a divergence from the cookie-cutter, safe route. Brands will step away from canned, stock photos and lofty, aspirational images. Instead, they’ll focus on uncovering stories, shedding light on character and celebrating quirkiness — the stuff with real substance. The real breakthrough marketing.
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