A Guide to Now and Next

In this new era for brands, we face unique challenges. Consumer attention towards advertising is currently at an all-time low due to measurement system complexities and the unalterable user experience of media platforms. Consequently, the influence of creativity on decision-making is evolving significantly. The question arises: how can brands make a lasting impact in this environment? How can we bridge the gap between creative and media silos to work effectively, especially given the substantial challenges, and opportunities, brought about by technology? As we move into a phase where AI is poised to exert even greater sway over our thoughts and interactions with media and brands, this chapter addresses some core fundamentals of how brands can proactively position themselves to achieve visibility ‘now’ and to build long term strategies and memorability for the ‘next’.