Six months is a long time in events, but as good a time as any to reflect on the sea change I’ve witnessed since joining Distortion Creative Group, says its (newish) CEO Rob King.
Six months ago, I was thrust into a whirlwind of creativity, technology, and insights into human connection.
The company I chose to not only manage but be a shareholder in, had a rich 18-year legacy of storytelling, and was pioneering the same Virtual Production techniques seeping into the industries I was already engaged with. My main focus, first and foremost, however, was listening.
In the current year, there’s certainly much to listen intently about: AI disruption, production breakthroughs, shifting client approaches. So, from forging relationships in a noisy world to harnessing innovative tools, here are some learnings that have shaped my journey so far.
Storytelling beats ‘slop’
Whilst I’ve embraced various AI tools in past blogs, the “content slop” we’re wading through makes the old staple of ‘effective storytelling’ a welcome remedy to this digital dystopia. Our man Steve Garratt (Creative Director) can (and has) talked for hours on the topic.
The shift we’ve noticed is in how narratives are being elevated through technology rather than vice versa. I come from an era where technology was often over-used. People now want tech, but don’t want to notice it. It must serve a great story, or ideally add a layer of depth and excitement.
The ‘how’, now
One surprising insight has been the cross-pollination between our events and our film and TV work. Clients who once sought traditional corporate events are now exploring Virtual Production and XR for hybrid and in-person experiences.
I was blown away by the potential of Virtual Production in events, and have seen how it can provide the bedrock for any creative vision. Watching LED walls and real-time rendering create everything from Netflix-grade films to immersive brand activations has convinced me this technology can provide the ‘how’ for practically any creative vision… but refer to my last point to keep things grounded.
Getting to know you
Despite the digital surge we’re all immersed in, relationships between clients, teams, and audiences are (perhaps more than ever) the currency that drives your impact.
Clients are investing more in events to stand out in a sea of noise, but as well as needing face-to-face moments with their teams and clients, they also need to get to know their agency.
Meaningfully curated digital get togethers have become an increasingly conducive option to refocus and inspire teams.
But as a CEO, it’s about realising that your internal staff are the ones who ultimately make that happen. There’s not a day that goes by without learning about a new innovation, approach or tweak to what we’re doing. My role is to give them the freedom to experiment.
Meeting clients where they’re at
The temptation to resell what you’ve already done is omnipresent, but companies are in a much different space than they were even a few years ago. As clients strive to carve out time for an increasingly ‘WFH’ workforce, event mediums, timings, frequency and messaging must all be approached afresh. Prepare to question everything.
But, while the world is technologically streets ahead from where they were even pre Covid, some things never change. A good story, impressive production and a well-curated sense of togetherness are still the backbone of our industry.