Innovation and looking forward

There’s a lot to be said for looking ahead and being daring.

In marketing, relying on tired, aging methods to try and make an impact can mean you are struggling against the world’s best innovators. That’s not to say that proven campaign methods and ideas cannot be utilised effectively, but the amount of companies in 2021 still not realising their full potential when it comes to digital in particular is alarming.

At Distract, we’ve always been about finding the next platform that is about to take off, while honing our skills when it comes to working on established ones. Our work on the likes of Facebook, Instagram and LinkedIn are exemplary and we continue to keep an eye on the changes that are paramount to our campaigns working on there. However in recent months, the undeniable rise of TikTok as a global platform has meant we have been inundated with enquiries as to its effectiveness. Thankfully, since last year we’ve been experimenting ahead of the curve, seeing what works and what doesn’t on the platform. Once the platform gained enough steam to be at the forefront of potential clients inquiring about it, we were already geared up to take on work that is incisive and what works on there.

It’s a similar story with Snapchat. Once written off as a fad or something that existed as a means of private communication, it’s also become a platform in its own right. We’ve also seen the rise of inquiries for consumer campaigns there too.

See also our partnership with Huewai, being a partner agency to such a global player and being able to gear advertising towards their huge audience is a chance we revel in and is a real chance for us to seek out what is at the cutting edge of new platforms and to be versed in the ins and outs before the rest of the marketing industry catches on.

In the six years we’ve been an agency, we’ve seen the rise of paid advertising evolve from an elite skill to something that anyone can pick up. However, we’ve also seen how going about it with no prior experience or vision leaves you. By staying ahead of the curve, we at least have a starting point way ahead of the norm. That head start gives us the edge when it comes to marketing and is something we will always strive for. Anything less and you’re standing still, which in our industry, means almost moving backwards.

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Peter Watson | Managing Director

Peter Watson is the Managing Director and co-founder of Distract as well as Featured Group, which seeks to found and develop innovative brands and businesses.

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