Why agile consumers need agile brands

This event report, based on a seminar given at the 2014 Cannes Lions International Festival of Creativity, discusses work ad agency Cheil has done in analysing the "agile consumer".

Why agile consumers need agile brands

Joseph CliftWarc

"The agile consumer is fundamentally a new kind of consumer that has come through as a result of technology," said Daniele Fiandaca, head of innovation at Cheil Worldwide, introducing a seminar session at the 2014 Cannes Lions International Festival of Creativity.

"Technology is advancing so quickly but people are getting used to that change. They are by definition agile. They understand what technology can do for them."

The agile consumer

The seminar discussed results of a global, long-term study undertaken by Cheil and looking into the agile consumer.

This covered five...

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