How do you send digital files that are too large for email? Specifically, which provider do you use? Dropbox? Dropsend? Sharefile? WeTransfer?
One of these tech companies is an impressive marketer with a full suite of tools for creative people.
One of these companies believes in the power of brand, art, story to separate it from the pack.
One of these companies donates 30% of its advertising space to artists they admire and causes they care about.
One of these companies provides a unique advertising opportunity for brands on its landing/home page.
Doubt. Create. Repeat.
WeTransfer looks and feels like a company I want to do business with. They don’t clutter their web pages with too much type or an endless stream of offers. It’s also easy to understand the company’s offerings and potential value.
https://youtu.be/Gfr5IJaP3SY
In the above spot, the brand outlines the creative process as, “Doubt. Create. Repeat.”
The takeaway…When you’re not doubting and ideas are flowing like a fountain, you need productivity tools to get the ideas moving and realized. WeTransfer has tools.
The Chief Creative Officer Speaks
Now in its second season, Influence is an impressive podcast about advertising from WeTransfer, hosted by WeTransfer CCO Damian Bradfield. Like everything from this brand, it is a high-quality production.
Here’s an episode from season one that explores the early days of internet advertising and how it shaped our online experiences today. Bradfield chats with Rick Boyce – a former media buyer and one of the creators of the first-ever banner ad.
Bradfield kicks off season two with straight-talking, advertising powerhouse, Cindy Gallop. As you may know, this lady ain’t messin’.
Gallop is an account service pro and during this interview, she says, “The ability to sell and produce great work is entirely dependent on building a relationship of exceptional trust with one’s clients. That is absolutely what in my day account management was charged with. Our discipline was enormously valued because we were responsible for creating a climate of receptivity that ensured that great work was welcomed and appreciated and valued and approved and went ahead to production.”
She says that she “deplores” the idea that account management isn’t necessary today. I agree with her 100 percent. The relationship with the client is what opens (or closes) the door to creative opportunities. No trust, no trophies.
Such Fertile Pods
Most fans of podcasts are not casual listeners. Of those who start a podcast episode, 80% listen to all or most of it. Thus, a podcast listener devotes a lot more time listening to your voice in a podcast than they will to reading your words on a website.
Podcast listeners are also open to product pitches. 54% of listeners are either “somewhat” or “much more” likely to consider buying from a podcast sponsor. This vastly outweighs the 7% of listeners who are less likely.
