Developing strategic ideas that break through to consumers in a fast-moving and competitive landscape requires marketers to level up their creativity in 2022. 

Why it matters

As an industry, advertising is obsessed with finding the next big idea to help create the next big idea. But ultimately, better ideation processes always start with those who’ll never see the process itself – the consumer.

According to full-service agency VaynerMedia London, the speed at which consumer attention and culture moves is increasing. While new technology offers faster signals, more accurate feedback and a wider, richer palette of possible connections to consider, bringing...