Campaign asked interns and recent graduates about how they see their role in the industry changing in the next five years
Degree: International relations and economics, State University of New York at Geneseo
Position: Account executive, DDB Dubai
One of the key ways I see advertising evolving is in the role of brand transparency in marketing communications. Looking back to when access to information was limited and communication was usually one-way from brand to consumer, brands would largely control the narrative through what was communicated in their campaigns. Now, with information a Google search away, consumers easily take notice if the gap between claim and reality is wide.
Brands
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
