The article discusses how brands can connect with Gen Z by engaging in gaming platforms and communities, as explored by Havas. Angelique Hernandez and Jarell Thompson from Havas Play detail strategies for integrating brand partnerships with gaming culture. Online creators have more independence now, being able to monetize their content without relying solely on brands. The podcast preceding the Cannes Lions festival highlights the importance of understanding platforms like TikTok and Instagram, as well as ensuring brand safety through meticulous vetting processes when aligning with creators.
"They don't necessarily have to have a brand partnership, right? They can make money on their own. There are all these platforms now that allow them to do that."
"You also have companies, whether they're brands or even social platforms, that turn to them because now, not only are they experts in what their audience likes to see and hear and talk about, they're also experts on the platform themselves, like creators know how to use TikTok and Instagram."
"We have a really in-depth process where we vet creators. We have brand safety filters to avoid any negative associations or backlash, ensuring the fits are right for the brand."
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