Never has there been a better time to be meaningful never a worse time not to be

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Never has there been a better time to be meaningful never a worse time not to be

Next to real suffering and pain in these times - I know from very close personal experience - we’re seeing an incredible spike in real and meaningful creativity. It’s one of things that keeps me going in these crazy times. Maybe “times they are really a-changing” after all, Bob Dylan.

We see people helping and supporting people and marketers wanting to make a difference besides just selling their product; either by supporting their clients and customers (our client Grolsch who’s a full supporter of #helpdehoreca (#helpthebarsandrestaurants), by helping with real NPD’s (LV with their hand sanitizer as well) or even bringing a message to their fans with regard to social distancing such as soccer club Inter Miami by changing their logo.

NOW is the time, people to dig into your inner brand truth or purpose and find why you(r brand) is making a difference. It’s time for bravery, for taking a stand and act, as Jacqueline Bosselaar would say!

Here’s some of the things we’ve noticed work well to stimulate this:

  1. FIND YOUR BRAND CORE - Find your inner brand and what it really means. Does it bring people together (virtually, not physically at the moment)? Does it keep you fit in body or mind? Do you have a product providing essentials or just something nice, tasty, lovely to put a smile on peoples faces?
  2. BE MEANINGFUL, BE EARNED - we have not yet come across one brand that can’t be meaningful (and trust us, we’ve come across quite a pile).
    Ask yourself: Will whatever the activity, product or brand earn attention? Don’t add wasteful communication (h/t Jacqueline Bosselaar) that means nothing, adds nothing; it was never a great idea to do so, but now it’s actually quite ridiculous.
  3. ACT FAST - momentum is coming and going everyday, surf it when you can and surf it fast, cut through the hierarchy layers when someone has a good idea and simply do it
  4. IMPERFECT - don’t be afraid to fail, when you keep being true to yourself, people will understand and will forgive you. In these times, honesty and transparency (and a little unfilteredness) will be appreciated.
  5. BE BRAVE - Don’t be afraid to take a stand, don’t be afraid to act upon it, again: when you’re close to brand truth and purpose it’s really hard to go wrong and it it goes right… WOMAN or MAN you will have made a real difference and people will remember you for it (and it will feel make you great)
  6. BE CREATIVE - look for new and unchartered territory, new ways to bring relevance to consumers, customers, the world, cherish those who think different in your organisation, agencies or outside, they might have different answers than the ones you’ve thought of.

Go for it!

Stay healthy, sane and a bit foolish

(the above will help, I am positive).

Wilmar Alex Tax

Head of Strategy & Create at HPB (Het PR Bureau)

H
PB is a progressive creative agency for earned first marketing and reputation. We want to create and spread meaningful earned first communication together with our strong long lasting relationships with journalists, media, partners and stakeholders. Let us know in case you have any queries on this blog or otherwise.

Pijl
Date 15 April 2020
Barbie

”We work together with a dedicated team at Het PR Bureau. A great mix of creativity and PR expertise. In close collaboration with their network in media, influencers and behind the stage, they make plans happen.”

Esther ter Braak - Brand Manager
Foodora

“For a startup brand like ours, it was extremely important to see frequent media coverage. Het PR Bureau has laid the foundation for our growth from Amsterdam to 6 other cities in the Netherlands. Despite our relatively modest budgets, we were able to achieve enormous coverage together. I look back on a number of activations with great pleasure.”

Vincent Hosman - Country Manager Nederland
Netflix

"Netflix was ​​looking for the best suitable communication partner in every country. This could also be a 'local hero', as long as they are big enough. For the introduction of Netflix in the Netherlands and Belgium, we have partnered up with Het PR Bureau. The desired Service Level Agreement was new to Het PR Bureau, but they adapted very quickly and it soon surfaced. Within the international framework, they surprised us with their proactivity and creative ideas."

Joris Evers - Vice President Netflix, Head of Communications Europe, Middle East & Africa
Specsavers

”The uniqueness of Het PR Bureau is that the people are able to both think on a strategic level and at the same time roll up their sleeves to set up an event or activation. A high-quality one-stop-shop in the field of PR, that is what we were looking for and what we ultimately found in Het PR Bureau.”

Wieteke van Hunnik - PR & Communications manager
Spotify

“In de zoektocht naar een bureau dat ons merk in de Benelux kon introduceren, kwamen we na een intensieve oriëntatie bij Het PR Bureau uit. Hun netwerk, ondernemerszin en drive gaven de doorslag. We waren onder de indruk van hun professionaliteit. De strategie van het bureau is dat ze VAPs (Very Adorable People) op cruciale posities aan het werk zetten. Intussen hebben we, sinds de start in 2011, ruim zeven jaar samengewerkt. Ik kan gerust stellen dat Het PR Bureau een belangrijke rol heeft gespeeld in het groot maken van Spotify in de Benelux. "

Alison Bonny - Communicatie Directeur EMEA, Spotify
Zilveren Kruis

“Het PR Bureau is a smart, professional group of people with nice perspectives where I felt at home immediately. Especially in a very difficult market such as the insurance industry, in which many interests play a role and which has many limitations, they did very well. I regard Het PR Bureau as a premium agency. With such a partner you can be assured that your campaign will be executed impeccably.”

Walter de Reus - Brand Manager