Tiny confession đ When we first saw the Steamboat Willie story, we were totally stoked about kicking off the New Year with a BUZZworthy opinion piece to set the tone for the year. But we were also on vacay so⊠we kinda stick. But look how, 2 weeks later, no one else picked it up so here we are!Â
Just in case you missed it, on January 1st the copyright expired for one of Walt Disneyâs first animation films featuring Mickey Mouse, Steamboat Willie. It was originally due to expire in 1983 but was extended to 1997 and again to 2024, for a total of 95 years. Other iconic characters, including Pluto and Donald Duck, are set to enter the public domain unless Disney goes to US Congress for an extension.
Apparently, this copyright issue is a pretty big deal in the US and UK with people actively tracking copyright expiration for characters, videos, music and more. Which begs the question: how invested are we in copyright here? We were all up in arms about whether or not Japan owned the rights to our national instrument and then that died down. And we claim to be the meme gurus, but is anyone copyrighting those? Can we? And whatâs the situation with Nagib Elias Guy, the Chubby Man and Peppy the Penguin⊠Is it that weâll soon be seeing them used freely, much like how people keep TikToking the Island Finance jingle?Â
We donât really have the answers and, at the AI Symposium we attended least year, we learned that there really arenât any â as yet. So tell us, what piece of Trini creativity would you be most excited to see join the copyright free ranks of Mickey Mouse and Winnie the Pooh?Â
What comes to mind when you think about fraud or scams in advertising?
Maybe a restaurant advertising a huge delicious burger but the reality is a thin shadow of its Instagram self.
Maybe someone advertising a PS5 for sale on Facebook that the turns out...
Depending on how long youâve been in and around advertising, you might realise that a particulartrend has emerged thatâs even sillier than all the election season campaign gimmicks⊠somethingthat weâre calling bandwagon season!
Towards the end of this month, youâll start seeing brands advertising spooky savings...
The Buzz celebrates our 18th year – proud of the past and embracing the future.
In 2005 there was no WhatsApp, Twitter or Instagram. Facebook was only about friends connecting with no company pages, ads or even video. Youtube was just beginning. And your phone was probably a Blackberry or Nokia, as the iPhone and Galaxy werenât invented yet. However since 2005 there has been the marketing communications agency The Buzz Ltd.
Over the past 18 years, The Buzz Ltd has been a trusted partner to numerous renowned companies, creating advertising communications to build brands and drive growth. During this time consumers, technology, and business have changed immensely and the rate of change seems to be increasing at an ever-faster pace. Despite this, some of the brands The Buzz Ltd started out with nearly two decades ago are still with us today – and thriving. This is testament to the constant evolution we undergo to help our clients leverage trends and innovations to their benefit. As stated by Fernan De Gannes, Director Client Services, âthe key to success and thriving in this business is to recognize the rapid changes in the industry and to embrace and adapt to them.â
Irrespective of changes and technological revolutions, there are some core principles which underpin all what we do. These include a deep understanding of the clientâs business, strategic brand insight and creative excellence. Another core principle thatâs becoming ever more important for the future is dynamic collaboration – both with people and ever-changing technology. Chief Creative Officer Simone Jacelon says âCollaboration is key. Iâve worked in agencies that operate in silos and that format simply does not work. Part of our success is the free flow of ideas between our creative teams, between departments, between us and the client, and even with external suppliersâ.
Speaking on the topic of working with technology, Chief Innovation Officer, Jason Stedman says while utilising new technology is a must for todayâs and tomorrowâs world, its use is best served when based on strategy. He states: âThereâs a lot of technology available to everyone, but that doesnât mean that everyone can make the best use of it. This is why innovative and strategic thinking are so important to get technology to work for you, and not you working for technology. Our investment in technology is continuous, and most recently weâve invested in AI tools. But to be truly beneficial for us and our clients, there must always be a strategy that carries from implementation to delivering resultsâ.
Looking forward, we are excited to embrace the new era of brand communication solutions, where technology and collaboration play an increasingly pivotal role. Our new Managing Director, Mary Fullerton expressed excitement about the agency’s future in the ever-evolving landscape of advertising:
âItâs an exhilarating new dance! A fusion of connections and connectivity. Reaching people has attained unprecedented levels of complexity and fragmentation. Gone are the days when consumers were confined to geographic location or age brackets; now, they must be reached within communities of special interest. This paradigm shift allows consumers to actively participate in shaping the brands that cater to their needs. With the advent of new technologies and global connectivity, we embrace a new era of connected campaigns, voices, and experiences. These connections form the pulsating rhythm that fuels ideas, ignites inspiration, and propels creativity in the realm of brand building and adding value to our clientâs business.”
