I don’t believe in lucky numbers but I do like the number 7, so on this basis I’ve decided that 2017 is going to be a good year. It’s going to be a good year because 2016 has made everyone realise that being clever isn’t everything. Hilary Clinton was a smart operator with some compelling arguments, but this wasn’t enough to override the emotional ground swell and keep Trump out of the White House. The phrase ‘winning hearts and minds’ takes on a whole new meaning in the context of Brexit and the recent presidential election. Who can afford to ignore winning hearts?
Our recent Play More campaign for Sudocrem is all about winning hearts but it’s by no means superficial. The campaign was created around the idea that Sudocrem has been healing skin for over 80 years and we wanted to help move the brand away from being seen as something that’s purely for babies bottoms. Research shows that pre-school children are playing less outside than ever and putting on weight. Play More is a corporate social responsibility campaign based on educational grants for nurseries. It supports nurseries, helps children and gives everyone a warm glow. It has an intellectual argument behind it but it’s an idea with a heart.
So here we are, in the first week of 2017 and for anyone whose remotely interested, here’s my New Year’s resolution: stay curious, remain positive and ask if it feels right.