Brands of the future and the importance of style

Based on his talk to the 2009 Marketing Society Conference in the UK, Sir John Hegarty describes how the entertainment world has collided with the fashion world and considers how brands should respond? New avenues of expression have appeared.

Brands of the future and the importance of style

Sir John Hegarty

I recently spoke to a group of students studying art and design who were considering a career in advertising. There was a degree of hesitation from them about their chosen career, having seen so many headlines regarding the demise of our industry and in turn marketing. The digital revolution is sweeping all before it. Nothing will ever be the same. Forget everything you know, change is the only constant.

As I stood in front of these students I could see fear on their faces. Was their chosen career...

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