Now, more than ever, the world demands that brands use their power to affect a relevant narrative meaningfully instead of just punting their products. 

Predicting the human response to advertising is a super-power for which many marketers would sell their limbs. The ability to tap into the consumer psyche – to shape preferences and to influence decision-making – is both an art and a science. When we intentionally focus on societal and cultural cues that shape behaviour, deploying campaigns that resonate becomes significantly more achievable. ..