Not only is the pace of change accelerating, the target is also moving faster, says Waseem Afzal.
You’d think that by now we’d be used to all this change; it certainly has been coming at us for some years. All that talk about the changing consumer landscape and the adoption of technology isn’t new and for the most part we’ve embraced this evolution quite well. That said, it certainly isn’t the time to get complacent and take our eyes of the ball as more change, and a more radical one at that, is right around the corner, leading brands and agencies to transform further still.
Advertising has long been based on the ability to deliver a message to a target audience, generally th
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