3. Start with trust
There’s a perception in some agency circles that clients don’t always prioritize creativity and can therefore stifle risky ideas. Gorenberg pushed back on that: “We all want to be creative.”
Agency teams should treat client partners as genuine collaborators, she said, which means “leaving egos at the door” and creating space for ideas that might fail.
“When you can build this foundation of trust, you can shoot for the fences. We’re all in this together to do what’s best for the business,” she said. “I’ve had plenty of times where my idea has been a total stinker, and that is great, because you learn, you pivot, and you get a new insight.”
4. Gen Z content has a wider reach
Targeting Gen Z doesn’t mean leaving other demographics behind. Gorenberg noted that Brita’s shark campaign resonated strongly with Millennials and older audiences, too.
“Even though you’re creating for Gen Z, you’re still influencing millennials and older generations, and they’re engaging with this content just as much as the cohorts you’re creating it for,” she said.
