Why it matters
Brands that win in the post-pandemic world will need to combine agility and diverse skillsets to deliver and capitalise upon brilliant creative, clean first-party data, and a clearly-articulated sense of their utility.
- Brands should aim to tell great stories using breakthrough creative. Consumers make decisions emotionally and justify them rationally, not the other way around, and the power of creative remains undimmed.
- Marketers should prioritise building a ‘war-chest’ of first-party data. With consumers taking control, and Apple and Google sounding the death knell of the cookie, brands need in-depth data management and analytics skills to stay...