As taglines go, it is less snappy than Wieden + Kennedy’s ‘Just Do It’ for Nike, or KFC’s currently-controversial “Finger Lickin’ Good”.
However, as Authentic presses on into month eight, the phrase ‘channel neutral; sector agnostic’ has evolved to become a mantra for client work and project discussions.
So, what does it mean, and why is this wannabe slogan important?
Channel neutral
Whether looking at a project brief, branding evolution, or talking a campaign proposal through with a prospective client, starting with a clean sheet in terms of channel is the strategic route. This ensures there is no bias around a particular approach, or preferential treatment given to channels that may have worked in the past.
The crucial aspect about being neutral is to not give one [channel] preference over another without resetting and looking at the specific objectives, messages and audiences.
A channel, in this sense, could be arranged by:
Format – written, audio, ATL/BTL (good explainer here), video, infographic;
Activity – rebrand, social media, advertising, email, new digital magazine, influencers, content marketing, blog writing, partnerships, face-to-face events [irony intended]; or
Platform – owned media (blog or website), Google PPC, LinkedIn organic, Facebook ads, Daily Mail, Radio 4 or a B2B title.
Equally, it can be divided in myriad ways, depending on your viewpoint. The crucial aspect about being neutral is to not give one preference over another without resetting and looking at the specific objectives, messages and audiences.
Sector agnostic*
In communications, the generalist vs specialist debate has been rolling on for decades.
Competency across a number of different sectors can be outweighed by in-depth knowledge of one specialist industry. Equally, you could be seen as having an experience that is too broad, or being siloed – pigeonholed in one area.
The phrase ‘sector agnostic’ moves the conversation on – it means you have no bias or preference to any area of work, regardless of whether or not you’ve worked in it before.
Each project is taken on face value, and worked through in the same manner – looking at the data and making insight-led decisions, based on the behaviours of your intended target audience(s).
Avoiding bias
By being ‘non-partisan’, and not simply focusing on that channel which previously worked in answering a similar challenge – be that from Authentic’s POV or the client’s – means we’re tackling each challenge objectively.
Removing bias from the equation, where possible – be that conscious or unconscious from the client, from consultant, from stakeholders, from the audience even – means that each piece of activity is given the best chance of success by being fairly measured and evaluated.
In terms of communications measurement, we’ve thankfully moved on as a sector since AVE’s. Outputs, outcomes and potential impact should be the balanced focus of measurement and evaluation for any activity. See more on the AMEC Barcelona Principles 3.0 here.
Fresh eyes; new viewpoint
Furthermore, coming to a challenge or opportunity with no baggage, legacy decisions or ideas of what ‘will or won’t work’, adds an element of freshness that can sometimes be missed by those focused on one sector.
Final point, who doesn’t like a semi-colon?!
If you want to speak about an upcoming project or a business challenge you have, get in touch by email, calling +44 7870408102, or check out this short video on how Authentic works.
*Credit where it’s due, this part of the adopted Authentic slogan came from a conversation with strategic in-house comms pro Rebecca Zeitlin (a UK-based American colleague, originally from Kentucky – check out her straight-talking here).