Emerging brand wisdom
Guy Murphy
Developing markets can teach us how to engage with brands in 'brand play' as an antidote to western brand-weariness
I'm sure many planners have recently wished they were working in a time gone by. A time when consumers were easier to understand (and influence), the media marketplace was simpler, there were fewer markets to consider and clients were more willing to give agencies power over the breadth of their brand activities. No doubt there is complexity now that our forefathers didn't face but, as Jeremy Bullmore so eloquently points out, it wasn't as if people...