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Unlocking the power of your creative work to build more meaningful brand relationships
There has been talk for years about how brand communication, and it's creative development, needs to change to keep up with the shifting sands of the media environment and consumer reality. Both creative agencies and brand owners talk more about authenticity, purpose and how to find a successful relationship with an increasingly empowered and mindful consumer.
Brand-owners are trying to find their way into this, creative agencies and pushing for fresh thinking and yet the consumer experience often feels doggedly stuck in the past. 'Wallpaper' advertising, the same-old claims-based messaging are constant reinforcement that major brands are less and less relevant.
So why, if clients and agencies are trying so hard, is the super - tanker changing direction so slowly?