What’s the buzz: Authenticity
What’s the buzz: Authenticity
In our new series “What’s the buzz?”, we dig deeper into industry trends by asking Advancers to give their input on a topic that’s top of mind. This month, we are focused on authenticity because in a market supersaturated with AI-generated content, it’s harder than ever to earn attention, let alone trust.
People crave connection
For Luke Cooper (Concept Developer, Copy), authenticity matters more than ever because technology alone can’t replace the need for human connection. “The most compelling advertising is based on common experiences that we see ourselves and others reflected in,” he shares. “That’s why, when we work with healthcare brands, we always start by listening to real users’ stories. By grounding our creative work in real patient experiences, we can continue to craft messages with relatable benefits and real impact.”
Intention before execution
Cathrine Esmann Jordansen (Head of Strategy) considers authentic storytelling as the ability to let a brand’s true identity shine through—no matter the scope, platform, or tools that are used to create it. “Authenticity starts at the core,” she says. “From campaigns to partnerships, every move should reflect a brand’s value and identity. That’s why we begin every project by first nailing down the brand essence and strategy. When the intention is genuine, it matters less what tools—AI or otherwise—are used to execute it.”
A currency of trust
Anja Bjerregaard Nyvang (Client Service) and Chris Lee Ramsden (Creative Director) reflect on how authenticity in advertising is no longer just a nice-to-have, but a currency of trust. “In an AI-driven world of doubt, authenticity is what makes a brand stand out in a sea of sameness,” Anja says. So why don’t more brands do it? Chris offers an explanation: “Authentic storytelling is hard because people want to see what difference a brand has made in someone else’s life before they let it make a difference in theirs. Your brand story depends on their story, so you’d better be able to create a great experience for them.”