Developing a creative code
The prompt: Write a code for a specific part of the broad idea industry of advertising and public relations, social media and brands, content production as it pertains to an important issues they should be concerned about. This might center on their need to address the climate crisis or social justice or kindness or a topic particular to them.
Code= rules, guidance, direction, vision, aspirations that show the way for responsibility, social good.
The audience: Our code is taken from the perspective of radical advertising agencies with 1-49 employees in the United States. According to the 2020 Wunderman Thompson Intelligence Report, radical agencies are experiencing “employee uprising” where they are demanding equity for themselves and the world, and paying more attention to social issues and agency social responsibility.
The research: Our team researched websites of radical agencies across the U.S. that fit our audience description. For each website, we assigned three-word descriptors based on what we saw and read. We then created five different personas based on the characteristics found, which became the results of our 2000’s magazine-style quiz intended to be taken as if by the agency/brand itself.
