A Shared Purpose: Keys to Leveraging Authenticity
Renowned photojournalist David Guttenfelder has been documenting the far and often conflict-ridden reaches of the globe for National Geographic and the Associated Press for over 20 years. When he started his journey, he was an editorial photographer with a purpose. Now, when the essential essence of any good advertising campaign is authenticity, brands are harnessing Guttenfelder's incredible story to accelerate their businesses. In an environment where influencers and storytellers are the product spokespeople, how do you get your message of authenticity across, well, authentically? Guttenfelder has worked with brands like Squarespace and Huawei and causes like Mission 22 in a seamless fashion where both sides have a shared purpose. It is only when the influencer and the brand stay 100% true to their mission, aesthetic and approach to their craft that a campaign is truly authentic and can effectively cut through the consumer clutter.
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