A rocky road ahead: The future for advertising

An assessment of how changes in consumer behaviour and the declining influence of linear live TV are impacting advertising.

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...
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Insights Team
Bray Leino

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