Marcus Foley

Trust. You must develop that from the start so clients feel comfortable through the development process. Always show openness and listen to their ideas and feedback. Remember they know their brands and categories better than most. In response, articulate clearly why you think something will or won't work. I recommend you lean into your expertise, show existing examples to support your pushback or develop simple mock-ups with motion to demonstrate potential outcomes and articulate your point. This is often the quickest way to show different directions to the feedback and normally helps us move forward.

Education is key upfront. We tier our AR offering to fill client knowledge gaps and align expectations for campaigns. This helps them understand the opportunities and limitations of platforms like Meta, Snap, and TikTok. What are the current features, or up-and-coming in Beta testing, what would require collaboration with the platforms to push new ideas and features, or should we consider an alternative tech solution to the AR project being discussed? For example, there is still confusion between AR and the use of CGI content clients have used as examples of what they want. So figure out if there are workarounds or alternative ways of getting to the same outcomes or clearly show them the options and limitations.

For large-scale B2C campaigns consider delivering your AR campaigns through some of the major platforms like TikTok, Meta, and SNAP. They have robust brand and data protection solutions in place to protect the advertising experience for your brand and the consumers you want to connect to.

Show your AR nouse and elevate above others by flexing your knowledge on content culture and AR's role across platforms. For example, being able to articulate the evolution of social commerce, the influencer economy, and AR tactics to supercharge campaigns will demonstrate a deeper understanding AR's user cases and give confidence that you know how to deliver creative technology solutions utilising AR to meet the needs of audiences across the social sphere.

Avoid sameness at all costs. You've analyzed the data, developed your insights, and created your content, now it's time to take a step back for a moment and ask yourself do we deserve their attention? Be honest about the answer. Will this work drive memorability, will it help us stand out, is it uniquely attributable to us? The answer to this is the most important part of the decision-making.

Develop your instincts to be distinctive. If you want your team to 'push boundaries and develop groundbreaking strategies that set you apart' then train yourself to default to a distinctiveness model that guides your team in developing their insights into tangible areas that lead you to interesting territories. By measuring distinctiveness, it allows us to challenge each other constructively and hold ideas and thinking to account.