Learn from Harry Styles, says film-maker Spurlock

Spurlock: learn from the masters in One Direction

Spurlock: learn from the masters in One Direction

Brands should take lessons in building loyalty and creating deeper relationships with their consumers from Harry Styles and his fellow band mates in boy band One Direction, according to film-maker Morgan Spurlock.

Spurlock, who was in conversation with Dominique Delport, the global managing director of Havas Media Group for an Advertising Week Europe session, reflected on his experience of working with the world’s biggest boy-band on the film ‘One Direction: This Is Us’.

Spurlock, who is best known for the film ‘Super Size Me’, said the level of fandom he witnessed was “exceptional”, describing how during shooting, 5,000 fans had camped outside the band’s hotel. He said: “If you are a brand and you want that brand loyalty, you need to cultivate that, you need to cater to that, you need to listen to that and you need to give back to that constantly.

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