Sounds are being made whether we realize it or not. It’s not a question of creating sounds, it’s about being mindful of the sounds that we create. Is our sound sincere or is it just a happy (or sad) accident?
Patrick Givens, Vice President and Head of VaynerSmart, and I discussed all things sound marketing in this latest episode of Sound In Marketing. There was so much good information, I decided to split the interview into 2 parts. This is Part 1 of my interview with Patrick Givens.
In this current world of a “screenless society”, increased digital audio engagement is occurring with a secondary attention to the actual sounds created. Even at Cannes this year, Patrick witnessed that the focus is still more on traditional broadcast and print focused marketing. This is largely a result of the categories that are lacking, requirements and expense of submissions along with a more traditional based judging process.
As a result, Patrick observed some great thinking and strategy but not the most innovative channel planning. There was some creative thinking and compelling strategy but a lack of representation largely due to the reasons I stated above.
Our willingness to experiment is crucial in this time of innovation and evolution. We need to harness these creative opportunities and come up with compelling strategy. This can be achieved with a smaller initial investment while contemplating the risk ahead of time to avoid problems way down the road when AI ethics are more clearly defined.
Now is the time to build a relationship between brand and sound strategist; to understand operational context, analyze user and customer desire, learn what the brand’s core identity and objectives are, and keep an eye on the reality of where the brand stands in the audio space at present day as well as the future.
Tune in next Wednesday September 18th for Part 2 of my interview with Patrick. Don’t forget to subscribe, follow, add to your library, and share with a friend.
To reach Patrick Givens, you can contact him through the VaynerSmart Website or through Linkedin.
You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com
Let’s make this world of Sound more intriguing, more unique, and more and more on brand.
Patrick and I discussed a number of things in Part 1 and 2 that included:
Episode 67- Your Brain On Podcasts (Part One)
Episode 66- Sound In Cinema (Part Two)
Episode 65- Sound In Cinema (Part One)
Episode 64- Autonomous Voice in Auto (Part Two)
Episode 63- Autonomous Voice In Auto (Part One)
[BONUS] Course Announcement
Episode 62- Conversational AI With Bixby (Part Two)
Episode 61- Conversational AI With Bixby (Part One)
Episode 60- The Sound of General Motors (Part Two)
Episode 59- The Sound of General Motors (Part One)
Episode 58- Season Two Recap
Episode 57- Sonic Territories Explored With Sixieme Son (Part Two)
Episode 56- Sonic Territories Explored With Sixieme Son (Part One)
Episode 55- Keri Roberts Sound Perspective (Part Two)
Episode 54- Keri Roberts Sound Perspective (Part One)
Episode 53- Directional Sound with Holosonics (Part Two)
Episode 52- Directional Sound with Holosonics (Part One)
Episode 51- Intro to Amazon Alexa with Dave Isbitski (Part Two)
Episode 50- Intro to Amazon Alexa with Dave Isbitski (Part One)
Episode 49- AI; Only As Good As Its Developer (Part Two)
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