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The 4A's, Fig, Benjamin Moore on the power of technology and creativity

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In partnership with The Drum, 4A’s launched ‘Convene. Challenge. Lead discussions and discuss challenges, opportunities, and new ways of working in a post-Covid-19 environment.The series also challenges norms, identifies learnings, and creates new standards to help move the industry forward. call to action.

In the next episode of the series, Kaplowitz sits down with Meredith Kinsman, VP of Brand and Digital Marketing at Benjamin Moore, and Judith Carr-Rodriguez, Partner and CEO at Fig, to highlight 140 digital transformation journeys. To do. With year-old brand Benjamin Moore, we explore how creativity and technology can coexist in work and in agency-client partnerships.

Kaplowitz begins by asking Kinsman how technology is changing Benjamin Moore.

Kinsman said: “The current hurdles are very high as we are constantly breaking new ground both to find an audience and to connect with our customers.”

Kaplowitz opens the next question by asking about Benjamin Moore’s “See the Love” campaign. This campaign was created to shine a light on the transformation wrought by combining craft from contractors with premium paints that Benjamin Moore creates in-house.

Carr-Rodriguez talks about the campaign and the evolution of the work: Each one of the building blocks – they are all driven by transformative ideas – can be as simple as paint and can transform a community, business, home or individual life.

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Kaplowitz asks how agencies and brands should balance the need to blend creativity and technology when considering new projects.

Kinsman first said: Historically, creative has been challenged to be a separate practice from technology, but that is no longer the case. Carr-Rodriguez supplements Kinsman’s comment by stating: A highly fragmented media landscape means that storytelling must be consistent, but consistent across all the different ways audiences experience your brand. . “

Kaplowitz asks what advice he would give to agencies looking to expand their horizons on how to support clients through creativity and technology.

Kinsman said: Brands and American businesses have never needed an agency more than ever. “

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