Consumers are finding a deeper connection with brands through video content—and technology allows them to grow ever closer
The employees at Greenhouse, Leo Burnett’s in-house production studio in Chicago, look relatively relaxed. They wear jeans and decorate their work areas with bright cartoons. They can take their breaks at a Foosball table. The atmosphere is comfortable, a far cry from the highbrow Madison Avenue days of advertising.
It’s a sign of the times. Admen and women of yesteryear spoke to their audience from on high, telling them what to do or how to think via print advertisements and television commercials. Greenhouse is quite literally more grounded, located on one of the bottom floors of the West Wacker Drive building.
The most successful marketing videos today—like those created by brands, agencies and studios such as Greenhouse—are representative of the people making and watching them: accessible, and maybe even familiar. The nearly instantaneous videos are intended to engage with the audience, not talk at it.
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Sarah Steimer is a writer, editor, podcast producer, and yoga teacher living in Chicago. She has written for Marketing News, Chicago magazine, Culture magazine, the Pittsburgh Post- Gazette, and other outlets.