In an industry driven by open communication, why have we stopped communicating with each other when it comes to checking in? It’s no secret that the world of marketing is fast-paced, constantly changing and evolving, and shows no signs of slowing down.

But what effect is this culture having on those who are actively involved? Whether we’re managing relationships with influencers, collaborating with brands, or navigating the surge of new digital platforms, the conversations we have matter – big time.

Working in an agency that thrives on the power of influence and authentic connections, we quickly realised that we can’t afford to sit back and not be part of meaningful conversations. 

At its core, this industry thrives on creating human connection through authentic messaging that will reach and resonate with real people. This process starts internally when team members – from junior staff to senior leaders – are encouraged to voice their opinions and engage in open dialogue, because that’s where the magic happens.

Dialogue is where ideas are born

Think about it: how many breakthrough ideas come from sitting in silence? Creativity doesn’t happen in a vacuum, and that’s especially true in our field of work. The best campaigns – the ones that go viral, make an impact and create ‘real’ engagement – are developed by teams who openly communicate and aren’t afraid to challenge each other’s perspectives.

Creating a space where everyone feels their voice matters is crucial. At Born Bred Talent, we love to encourage round table discussions to nurture conversations and transform them into big-picture ideas. This collaborative space allows for limitless creativity, enabling concepts to evolve and adapt across various platforms.

We recently demonstrated the power of open dialogue through our campaign in support of R U OK? Day. This year, we launched a creative campaign to amplify the message: ‘Ask R U OK? Any Day!’

Our goal was to advocate for continuous conversations about mental health – not just once a year, but all year round. Partnering with our roster of creators, we created an impactful video encouraging everyone to check in with those around them.

This campaign speaks to the importance of ongoing dialogue, both in and out of the workplace. One of our creators, Jiny Maeng, said: “Having creators all come together to inspire and spread ongoing conversations is important for the creator community, as we all want to drive awareness to prioritise genuine connection across the industry.”

Social awareness: A non-negotiable for success

Influencer marketing is all about having your finger on the pulse. If your team isn’t dialled into what’s happening socially, politically, or culturally, you’re at risk of missing the mark. Social awareness isn’t something that we need to look at as an option but as a necessity when it comes to campaigns, inclusion and authenticity. It’s not something to be checked off a list, it’s something that needs to be deeply considered and engaged with.

At Born Bred Talent, fostering this awareness means we keep the conversations progressing and evolving. We don’t shy away from discussing the uncomfortable topics, whether that’s cultural sensitivity, inclusivity in campaigns, or the latest societal issues making headlines. 

We make it a point to create space, whether through our morning WIPs, monthly meetings or spontaneous chats, where we discuss what’s happening outside our work bubble. It’s not just about keeping ourselves in check; it’s about being responsible for the messages we help amplify through our creators and campaigns.

Our campaign in support of R U OK? Day promotes mental health awareness, and is a powerful example of how social awareness can intersect with our industry. Talent manager at Born Bred Talent, Daniel Drijovski said: “Our mission goes beyond representation. We use our influence to foster positive change and support important causes.”

Lucinda Boden, another talent manager at Born Bred, highlighted how important it is for our creators to reflect authenticity in their work, especially when it comes to mental health: “As authenticity is key in media, our creators regularly reflect this, especially regarding mental health,” she said. “R U OK? Day is an opportunity for our talent to check in with both their personal and online communities.”

Strategies to encourage more dialogue and social awareness

So, how do we ensure that meaningful conversations are happening in the workplace? And how do we build social awareness into our everyday workflow? Here are a few strategies that we’ve found useful at Born Bred Talent:

1. Make time for open dialogue: In fast-paced industries like ours, it’s easy to get stuck in the ‘head down, let’s get it done’ mindset. To combat this mindset, we have regular check-ins where team members can voice their thoughts, ideas and hurdles. Having these built into the workflow helps create a space where everyone feels heard.
2. Diverse teams, diverse conversations: We understand that diverse perspectives lead to richer conversations. That’s why we’ve focused on representing a diverse talent roster, ensuring equal representation and opportunity in this space. By amplifying these voices, we create impactful work that reflects a broad range of experiences and fosters greater social awareness.
3. Leverage influencer insights: Who better to keep us socially aware than the influencers we look after? We often bring them into conversations earlier in the campaign planning process. Not only do they bring fresh insights from their audiences, but they’re also tuned into what’s happening on the ground. This creates a collaborative environment where the dialogue is constant and two-way.
4. Encourage continuous learning: Staying socially aware means staying educated. Whether it’s formal training and attending webinars and seminars or informal ‘lunch and learns’ where we invite industry leaders to educate and inspire the team, we encourage a learning culture. We’ve found that when people are actively engaged in learning, they’re more likely to bring those insights into the workplace conversations and the campaigns they’re working on.
5. Normalise feedback: Honest, constructive feedback is key. It’s how we learn, improve and innovate. We have a culture where giving and receiving feedback is the norm, not the exception. By regularly sharing insights – whether that’s about a campaign’s performance or how well we’re working back with brands and clients – we build trust and keep the conversation going.

We’re in the business of human connection, and that starts with how we communicate internally. In an industry that moves at the speed of light, where relevance is everything, dialogue and social awareness aren’t just ‘nice to haves’ – they’re essential.

By making space for meaningful conversations, fostering social awareness, and staying open to diverse perspectives, we set ourselves and our campaigns up for success.

Born Bred Talent is an Australian creative, content and talent agency, dedicated to delivering authentic, commercial and culturally-relevant reach for global brands which embrace the spirit of creativity, authenticity and innovation for a future where brands dare to be bold.

Also, read about inclusive digital design for a more accessible future.