Marketing with meaning
Kevin Wilson and Clare Reid on embracing First Nations’ narratives
Wongutha man and Nani Creative co-owner Kevin Wilson believes creatives must use their voices to push for “what is right”. He spoke alongside Lush CEO Clare Reid at Emergence Creative, where the pair spearheaded a conversation on ‘Walking between Two Worlds’.
Kevin Wilson and Clare Reid
The duo’s work together as an Aboriginal and non-Aboriginal creative team brings First Nations’ stories and creativity into the realm of commercial communications and branding. Marketing Mag spoke with Wilson and Reid on the importance of integrating Indigenous culture into marketing.
Nani Creative describes itself as “an Aboriginal-led creative agency powered by what’s to come”. It was formed when Wilson first entered the industry and said he felt “super uncomfortable about expressing [himself] culturally”.
His first experience within the realm of design was working under a wadjella (white) senior designer. He shares how he felt the pressure of balancing the job that pays his rent, while also working in a way in which he had agency over his work.
[Read the full piece over at Marketing Mag]
… Reid says: “As non-Aboriginal creators and thinkers, we’re there to listen and prioritise the perspectives of the people who hold the cultural knowledge. When we’re invited into this space, we’re motivated by adding value to projects and propelling the work forward.”
With big voices, brands have a responsibility to promote cultural diversity and inclusion in their marketing and to use them for good. With the media buying power to bring these stories to the masses, tokenised representation is just not good enough.
“We need nuanced stories, not diversity box tickers,” Reid says. “The way we craft these narratives, led by those with lived experience, has the power to elicit empathy, connection and belonging which plays an essential role in challenging stigma.”