Spotlight on the Speaker | Helen Darlington, CEO, Woven

“We’ve long believed that for a brand to truly resonate with its audience it has to have a deep emotional connection. This connection gives a brand the ability to talk to a customer during uncertain times, and the effects of the pandemic have only strengthened our belief in this approach.”

As we look ahead to next week’s Festival of Luxury Marketing, we here from Helen Darlington, Founder & CEO of global, award-winning brand engagement agency Woven. Helen will be ‘in conversation’ with Kiran Haslam, CMO at Princess Yachts, on Day 3 of the Festival.

How have the events of 2020 impacted on how your brand or business communicates with your customers?

2020 has been difficult for many people and many businesses. We always work hard for and stay close to our clients – but we’ve been even closer over the last few months. Our already strong relationships feel even stronger. We feel every change in their circumstances and we support them through their challenges. The fact they trust us to do so in this difficult period makes it even more rewarding.

What has been the biggest marcomms lesson you have learnt since March?

We’ve long believed that for a brand to truly resonate with its audience it has to have a deep emotional connection. This connection gives a brand the ability to talk to a customer during uncertain times, and the effects of the pandemic have only strengthened our belief in this approach. It’s those brands who learn more about their audience so they can better connect with them who will thrive in this new, ever-shifting landscape.

What do you believe are the ‘new marketing luxury rules’ for the ‘new normal’

Many businesses need to rethink how they’re going to create a true sense of a human connection and brand engagement when you can’t see people face to face. This is an exciting opportunity, but it’s not going to be an easy or quick fix. When brands operate in a similar space, with similar products and price points, they need to stand out in other ways. Through creative communications, a hyper-personalised user experience and intelligent media buying, luxury brands can create genuine, entertaining and useful connections with their audiences.

What can we look forward to hearing you discuss this September?

I will be talking with one of our clients, Princess Yachts, about how we’re working together to enhance engagement with their audience across their digital channels. There will, inevitably, be a focus on how things have changed due to the pandemic – but it will be a hopeful message for business. One that says: Yes, you need to change, and that can be scary. But if you do it, you’ll reap the rewards many times over.

To hear more from Helen, and more than 30 luxury marketing experts, secure your tickets for the Walpole Festival of Luxury Marketing here.