In these uncertain times, situating the brand within consumer culture is becoming increasingly important for companies to stay at the forefront, according to Belynda Sim, strategy director and head of cultural strategy at TBWA Singapore.
“In light of the pandemic, culture is shifting in every direction,” Sim revealed at the recent Spikes Asia X Campaign.
With new mindsets and new behaviours shaking things up, her clients are trying to make sense of the new fluidity. She said they are looking to culture to unlock new ways of thinking when it comes to marketing and creating new brand experiences.
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