The Central Bank has Entered the Chat Part 2
More nuggets from the Interview with Tony Morrison, Communications Director of Bank of Jamaica
This interview is part 2 of the first post in #MissionDigital2020, a series featuring over 20 insights from 20 pioneering marketers who are shaping the digital culture of organizations they serve. You can join other creative and curious marketing enthusiasts who get this series by email by subscribing here. Hear the full interview below or read on for part 2.
What approaches do you use to convince BOJ to align around what you may believe their target audience wants?
“…It’s almost like being a lawyer and going to court…”
The willingness to put in the work and to do a plan is even more important when you’re working with an organization that is so conservative, and that has not done this type of thing before. Because they have to take you seriously. And so it’s almost like being a lawyer and going to court to present the case.
You’ll have to convince them with your research and with your arguments, to put their feet in the water. And so you have to be convincing. After some success it then becomes easier.
For instance, they weren’t sold on the idea of putting ads on billboards before. No central bank has done that, but now, we have tried it and it has worked. Because they were now more willing, I had no problem in asking them to expand and to use more billboards.
You have to make a case, but don’t expect them to buy the whole package right away. It’s maybe a case of just getting them to put their feet in the water and when they’re comfortable and they realize that, okay, you weren’t leading them astray, then you can roll out other things.
How would you describe the organization’s culture? And do you think your digital marketing strategy has helped change it?
“They are a lot more proactive in terms of their communication.”
The typical communicator would probably not fit into a central bank. Somebody who is creative and tends to be free spirited is accustomed to being on their own or working in the private sector. The central bank is extremely conservative, very cautious and for want of a better term very ‘stiff.’ A lot of people wonder how I fit, and it’s a good question. It hasn’t been easy, but I think, some of that goes back to my past as well.
I have a conservative side. Although I was a rebel and a troublemaker in high school, I was also a cadet. So I do have the ability to be disciplined, and work within a structure while I try to be creative at the same time. It is still conservative, it’s still the cautious central bank. It will always have to be, but I think I’ve managed to nudge them forward a bit.
And so because of my advice and work done over the years and also because of changing times as well, they are now a lot more transparent than they used to be. They were always a little bit more transparent than people give them credit for, but now they’re showcasing it better.
And most importantly (and this is mostly where I can take more of the credit), they are a lot more proactive in terms of their communication. They used to wait until things happened, and until questions were raised before talking. Now they’re talking a lot more without being prompted and trying to educate and guide people’s understanding more than just waiting to be questioned.
Do you feel that that has in any way relaxed the organization’s view of itself?
Yes, if even a bit.
I think watching the success of the current communication program has opened their eyes a bit as well. It’s one thing talking about something, but to see it working before your eyes, is another matter entirely. The validation from other central bankers and economists mean more to a central bank than anything else.
Another thing that makes a difference is an influx of younger people over the years who are more in tune with modern technologies and modern realities.
What tips would you give to fresh brands and individuals on how to successfully grow their brand and embrace a digital brand culture?
“Old dogs can indeed learn new tricks.”
I’d first want to reassure the older persons who may think this new digital world is beyond them. I am an example that old dogs can indeed learn new tricks. I did not grow up with computers, I still can’t type and I’m not a techie. I can’t tell you how a computer works, but I somehow seem to be able to manipulate certain things in the digital world, better than most people my age. And the secret there is going back to your childhood.
To keep on learning new things as you get older, it’s important to hang on to one thing from childhood, which is your fearless curiosity. Give any young child a toy and they will pull it apart with curiosity. Of course we can’t literally pull apart everything as an adult, as that comes at a cost. But you should hang on to that fearless spirit of exploration in order to learn. If you can do that, you’ll keep learning and learning will be fun.
What I can teach the younger persons is that talent alone isn’t everything. Behind the glamour, there’s always hard work. So the parts about this campaign that nobody talks about is that there is actually a document of around [forty] odd pages, that details the plan behind this campaign.
It took a lot of research in terms of the market, the audience, the mediums, and the economics behind the message. And it had to go through the Deputy Governor of the Bank who I work closely with, the Governor of the Bank, the Finance Minister and the IMF.
So it’s not just a case of coming up with a new idea today and going ahead tomorrow. There is a plan behind this which took a lot of work before anything started.
#MissionDigital2020 is a project of ListenMi. We’re an animation and design partner for pioneering marketers and creators, who are changing the way companies in their industry connect with their audience. To work with us on your next illustration, web design or animation, just click here. To chat more on Twitter, shout me @keniamattis. Thanks for reading!
