Creative Impact Unpacked: How Do You Build a New Category?

The growth of the ad market is being led by new-economy brands and fast-growth categories that didn’t even exist a decade ago. And for marketers at these companies, the challenge is to balance the dynamics of fast-paced growth sectors with marketing best practice. What does it take to build a leadership position in a fast-growth category? How do marketing needs change as a company grows? And are these companies using creative brand building to accelerate growth and secure share in volatile categories?

Get a rundown of the latest thinking from WARC, then hear an in-depth case study of how Coinbase has evolved its marketing approach in line with the crypto category – from the initial boom through the ‘crypto winter’ and beyond. What took it into its first Super Bowl, and what did it learn from the experience? How is it evolving its creative approach? And what role does marketing play as Coinbase prepares for the next phase of development?

• What types of marketing do you need when you are helping to build a new category?
• How do you take a leadership position within fast-changing category?
• How do creative requirements change as a category goes from messy growth to a more stable environment?