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Canva's Jimmy Knowles on the company's goals in 2025 | Variety Studio presented by Canva
Variety
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1 year ago
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00:00
We've got a keen eye towards 2025.
00:02
I'm not into 2026 just yet,
00:04
so I'm mildly jealous of the team's foresight there.
00:07
But similarly, we found things that have really worked for us,
00:11
that we've franchised, for lack of a better term.
00:15
One of those things is our Canva Creative Juices platform,
00:19
which has been really fun and really
00:20
exciting for us to roll that out in different iterations,
00:23
giving people the opportunity to play with
00:25
Canva in a very unique, fun,
00:26
exciting way and get a little bit of
00:28
that hospitality moment as a reward.
00:30
That's something that we've repeated and shopped out
00:32
across a number of different events.
00:35
What I think for me is
00:37
really interesting and exciting about 2025 is,
00:40
a lot of the work that we've been doing over
00:42
the past couple of years has been within
00:43
the confines of these industry events.
00:46
We've been popping up at Advertising Week,
00:48
we've been going to Dreamforce,
00:49
we've been going to Possible.
00:51
I think the brand,
00:53
we're at such a critical time for
00:55
our growth and the trajectory of the brand
00:57
that I think we're going to start
00:58
punching a little bit more above our weight,
01:01
and really thinking for me about
01:04
experiential through the lens of earned media.
01:07
How are we leveraging
01:09
our experiential platform and
01:10
our experiential initiatives in a way that's going to get us
01:13
headlines and make press and make people talk
01:15
and have it be a little bit more buzzy.
01:17
You're not getting that same effect
01:20
from popping up at Advertising Week.
01:22
While it's really great for our sales teams,
01:24
we get a bunch of leads and we have
01:26
really great conversations,
01:28
I think experiential can serve the brand in
01:31
a better way and we can be a bit more pointed
01:33
about where we're activating,
01:34
what we're doing, and how
01:36
we're getting people to talk about it,
01:38
which is going to be a big focus for us.
01:39
Yeah.
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