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WFA and Karmarama Putting People First: 10 Years of Learnings from Project Reconnect


WFA’s Project Reconnect has been one of the most important initiatives we have been involved in. That’s because ultimately we’re all in the people game.


Understanding, motivating and engaging customers is the number one priority for everyone involved in marketing.


Today, there are so many distractions; whether it be budget fragmentation or the proliferation and digitisation of channels, simultaneously creating huge distractions and opportunities for us in equal measure. However, all these new opportunities need to be constantly framed by putting people first.


From the customers’ point of view, with so much choice, people are increasingly looking for brands they trust, who stand for something over and above what they make or provide and they are looking for creative storytelling that is differentiated consistent across their experience.


In marketing we call that integration, but it’s not just about communications integration, it’s increasingly about consistency of language, assets and behaviour, something that’s hugely challenging when we’re all moving so fast.


The future of brands, and thus marketing, depends on consistently striving for Better Marketing. Holding our customers and creativity tightly, whilst enjoying the newfound freedom of expression we now all have, will be critical.


Jon Wilkins,

Executive Chairman, Karmarama


You can download Putting People First 10 Years of WFA’s Project Reconnect here


Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2019.