2017 is gearing up to be an interesting year for the ad industry as more senior agency people break away and try to start new agencies. However, says Adrian Miller, co-founder and CEO of +27 advertising, while new agency start-ups will want to consolidate their positions to gain a more solid footing, they’ll be competing in a market where large multinationals try to reinvent themselves, usually by adding additional capabilities or divisions. If a brand is to thrive in this environment, Miller explains that it must empower and liberate the consumer. We need to work alongside consumers, turning marketing messages into engaging experiences that consumers can not only take part in, but even shape, and which will cater for their growing need for self-expression. It’s an era that’s not easy for traditional marketers, who cut their teeth on the concept that to build a brand, one must keep repeating the same story (yes, you can tweak it here and there, but the message essentially stays the ...
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