If true that advertising has long been decoded, companies can no longer expect consumers
to be loyal but rather it is them that need to be loyal to their consumers and so they should invest in creating more curious ideas and relevant experiences that advocates for them and make them look good and makes their lives better, more entertaining or meaningful rather than just make the brand look good.
Our expectations on brand experiences changes faster than ever and so does platforms when it comes to what’s possible.
With the rise of AI, data and algorithms being sometimes too intrusive and invade our lives, true human insights are more important than ever in everything we do because we as creatives and brands have never had better opportunities to create extraordinary ideas and experiences that can change behaviour, have direct impact on a business or societal issues.
In the end, what matters always beats what works.
Prior to joining Accenture Interactive Nordics as Chief Creative Officer & Managing Director I was CCO of McCANN Nordics, JWT New York and 360i USA.