The digital age has taught us all many valuable lessons - but maybe the best one is that when it comes to advertising and planning, we cannot rely on historic positioning and need to stay ahead of ever-shifting dynamics...
By extension of putting consumers "in control", the new consideration should become how campaigns can put them "in character". Beyond us asking, "What is the role for The Brand?", we need to establish, "What is the heroic role we are giving The Consumer?
Fast-forward to the present day and our media landscape looks like a shattered kaleidoscope - ridiculously fragmented, all over the place. The democratisation of media; handing power back to people so they can read and watch what they want, when they want (not to mention be publishers and broadcasters themselves) has fundamentally changed the way media owners and brands operate together.
Our start point for this project was the idea that the traditional metaphor of ‘Church and State’ was broken. Back when things