Taking the creative lead, it appears, is one good way for brands to be pandemic-proof.
“Forefronting with authenticity and purpose has paid off for the top 100 BrandZ listers and earned them gains of up to US$ 277bn despite the pandemic and recession," said Irene Joshy, Kantar APAC’s regional head of creative at the recent Spikes Asia X Campaign event, where she spoke about predicting and delivering creative effectiveness.
Citing the above as a trend that brands should note as they look at creative effectiveness, she pointed to a second trend which the market research company has observed:...