Havas Chief Creative Officer Vicki Maguire urged 99//Club Digital Festival attendees to “bin the Byron Sharp” and turn to punk for inspiration on ermerging stronger from the current crisis.
Speaking on the 99//Club’s Creativity, Brands + Experience day, Maguire compared the 2020’s challenges to the heyday of punk, both of which are characterised by economic uncertainty, rebellion, racism and political turmoil.
Maguire called on marketers to find inspiration from punk’s icons like The Sex Pistols and embrace authenticity, a clear voice and uncompromising attitude. She identified Patagonia, Brewdog and Yorkshire Tea as brands that have benefited recently by standing firm and doing the right thing.
Running five days from 15-19 June, the 99//Club Digital Festival was a collaboration between MAD//Fest and New Digital Age. The event brought together 3,400 attendees and 99 speakers, culminating in a Friday night house party with Defected DJs.