Brands planning to lead with creative marketing should note two trends, according to Kantar’s APAC head of creative Irene Joshy: focusing on authenticity and purpose can be very profitable, and consumers want more entertainment – preferably of the joyful kind.

Why it matters

Creative effectiveness is one way that brands can pandemic-proof themselves and they can look to the five Fs of fortitude, feeling, fluency, focus and fun to deliver it consistently.

Takeaways

• The five F ingredients should be combined with creativity and be rooted in authenticity and honesty, with consumer truths.
• Entertainment has become a means to lift spirits...