Last week, Cannes Lions celebrated its 64th International Festival of Creativity. Every year – and this year was no different – there’s discussion around the role of creative now and in the future of digital advertising.
If you’ve been paying attention to media consumption habits over the last few years, you would have noticed the obvious trend – young people are moving away from linear TV.
Gaining brand loyalty among consumers has always been a clear goal for marketers.
In today’s age of digital, priorities are changing. Whereas in the past it used to be just consumer wallets, today brands are vying for consumers’ most important commodity – their time – and keeping them engaged.