Marketers “aren’t chasing the rainbows and buying the bullshit” anymore, according to Joy managing partner Nicole Milward. She predicts a return to proven basics for 2017 in order to reach consumers that “increasingly don’t give a shit about brands, let alone our communications”.
Speaking at MCN’s HomeFronts, Milward said that shift was already underway, but would become more pronounced.
“There is a lot more responsibility coming back into what we are trying to do for clients and brands,” said Milward.
“We all love spruiking the next shiny thing and looking like we are ahead of the market. But the difference makers are those that leverage what is already out there before moving on just for the sake of it.”
This video is part of a series from the upfronts at MCN House.
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