worldbuilding: The future of B2C marketing.

The evolution of brand building campaigns...

As a global creative agency specialising in experience, entertainment and culture, we are here to help you bring your brand - its identity, personality and values - to life, shifting the relationship with your audience from transactional to relational. This is why we define B2C marketing as all the interactions consumers have with a product, service, or brand: just as your perception of someone is based on every interaction with them - direct or indirect, online or offline - so is your perception of a brand.

It is informed primarily by your senses, by everything you have seen, heard, even felt, smelt or even tasted. As a result, a key challenge for brands is to stimulate their audience’s senses to create positive and lasting impressions – and the more senses involved, the stronger the memory.

Today, consumers are searching for brands that not only share their beliefs and values but also positively impact the world around them. They want personalities and brands that think, talk and act like people, but they also want to interact with them directly. We always put the audience at the heart of everything we do, starting with real people, not demographics.

worldbuilding will influence the future of brand building and all B2C marketing campaigns.

worldbuilding is a tool that novelists and film directors have used for decades to create compelling and engaging environments for ideas, characters and stories to live in. Hollywood has constructed worlds and connected universes by blurring and connecting storylines. Marvel, in particular, has consistently put the audience at the heart of its fantasy narratives.

worldbuilding forms the evolution of brand worlds and B2C marketing, it allows us to craft more interconnected and immersive ways to engage with audiences. The combination of emerging technologies and the continually blurred lines of channels, disciplines and mediums ensure it will only gain more traction as a fundamental framework for building brands.

Adopting worldbuilding allows brands to shift from audience to community.

We’re starting to see how some of the most exciting developments are baked around a highly engaged small or even micro-community to stimulate growth. From a streetwear phenomenon like Corteiz to Black Girl Gamers, the common thread is structuring the brand world in a way that fosters deeper connection with communities and audiences. Niche is no longer about beginnings; it's about a place to belong. Rather than being for everybody, it’s creating interactions that become more a reflection of an identity - as they deliberately impress what an individual likes, believes and stands for. The notion that brand worlds enable the audience to project persona creates a real opportunity to think about worldbuilding as an approach to establishing richer and more expansive levels of audience engagement.

We believe that by approaching B2C marketing through the lens of worldbuilding, brands can create even more compelling and engaging environments for stories and audiences to inhabit. By adopting this approach, we help brands build lasting, meaningful connections with integrated solutions - physical and digital, live and on-demand, or a hybrid mix of all of those - using experiences, events, content, social, PR, partnerships and other types of brand activation.