Rapid Response: Why brands must take a stand, w/Wieden+Kennedy's Colleen DeCourcy

Masters of Scale

Nov 19 2020 • 36 mins

Legendary ad agency Wieden+Kennedy pioneered some of the most successful campaigns in history. But 2020 has raised the stakes for companies—and fundamentally changed how advertising works, W+K president Colleen DeCourcy tells us. Even as her own business adapts to financial and cultural strains, DeCourcy and her team have been guiding brands from Nike to Coca-Cola to Uber in selecting the right messages in a turbulent world. Meshing an economic goal with an emotional message has never demanded more creativity. Brands should take a stand, she argues, but not on everything.

Want to learn more about Wieden+Kennedy's work with Nike? Check out our episode with Nike founder Phil Knight: http://listen.mastersofscale.com/PhilKnight_WK

Read the full transcript at mastersofscale.com

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