“BRAND EXPERIENCE CREATE POP CULTURE THROUGH CONSUMER CENTRIC CREATIVITY. It’s a Piece Of Cake!”
Everyone in the industry is a creativity evangelist. However, are brands’ and corporations’ culture willing to take risks, in order to test new waters and cherish results – and how clear is it what we can actually expect from such activities – OR do they foster a risk-averse mentality that kills any possibility for consumer-centric creative relevance? The answer:
Use metric-driven data to foster creativity.
This short presentation from this years’ LIONS highlights the topic with some interesting take-outs.