Chief Creative Office at Burrell, Lewis Williams, Discusses Social Media Marketing and Campaigns ahead of his SMW Chicago Event
Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.
This post is part of a series featuring Q&As with Social Media Week Chicago speakers and panelists.
Lewis Williams began his career as an Art Director at Burrell fifteen years ago before his tenure at Leo Burnett/Chicago where he became a Senior Vice President/Creative Director. During his career, he has worked on such brands as The U.S. Army, McDonald’s, P&G, Allstate, Budweiser, Miller Lite and Walt Disney World. Lewis’s general market experience along with extensive African-American consumer expertise gives him a unique and valuable perspective in the marketplace. Read his full bio here.
1. BURRELL HAS A STORIED HISTORY…ARE THERE ANY SOCIAL MEDIA CAMPAIGNS YOU’RE PARTICULARLY PROUD OF?
LW: We created a campaign for one of our clients at Art Basel that was a very unique usage of Twitter and Art. We also have had great success when we partnered with Lifetime’s Whitney Houston’s Biopic and Awesomely Luvvie for a highly engaging Twitter effort. Burrell’s very own Black is Human Campaign, addressing the loss of black boys, has lead to spirited conversation in the social space as well.
2. WHAT’S ONE MISTAKE YOU SEE OTHER ADVERTISING/CREATIVE AGENCIES MAKE WHEN TRYING TO TARGET MULTICULTURAL AUDIENCES ONLINE?
LW: I wouldn’t frame any effort as an “mistake” because everyone’s trying new things and figuring things out as they go. But many agencies could do a better job of leveraging data to make informed decisions on their campaigns and a lack of overall strategy. Burrell is committed to leveraging data across everything we do in order to maximize results. And we strongly believe in strategy first.
3. WHAT TRENDS DO YOU SEE RESHAPING SOCIAL MEDIA MARKETING?
LW: Consumer habits are changing rapidly. We see conversation analysis, social listening, and mobile as trends that will fully reshape and redefine all marketing. One big trend happening now is the usage of mobile messaging apps like Facebook Messenger and WhatsApp. Brands will need to fully understand how to leverage these spaces and create new ways to listen and communicate with their audience.
4. HOW DO YOU STAY ON TOP OF THE LATEST DIGITAL INNOVATIONS?
LW: Our teams are consistently monitoring all aspects of digital innovation and seeing what can be leverage for our client base. We produce internal trends reports that we share across teams and continue to push the limits of digital with our clients.
5. ARE THERE ANY INDIVIDUALS/ORGANIZATIONS YOU ADMIRE FOR THEIR SOCIAL MEDIA INFLUENCE?
LW: We admire the Obama administration for their usage of social media. The administrations shows that they are current and listening to the American people through their consistent updates, video content, and images. We feel that this administration has used social media to give the American public a level of access not see before from the White House.
Lewis Williams will speak at the What Mainstream America Still Doesn’t Get About Black Twitter panel at SMW Chicago. To learn more about the panelist and to purchase your pass, click here. Check back later this week for more speaker Q&As!
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