Rusty Beukes, Creative Director, HAVAS RedAudiences are tired of authenticity. Not authenticity itself, but the performance of it. They’re tired of watching it get staged. The same old references, dressed up as something new. The “here’s our values” post that looks like it was written by a committee, approved by a lawyer, and then posted exactly at 6:03pm because someone said that’s when the algorithm allegedly prefers it most.
We’ve built an entire industry that has mastered the art of suggesting meaning without stepping up to deliver.
Audiences aren’t just sitting back anymore. They speak branding like it’s their second language. And with all this knowledge at hand, they are quicker to spot the cues and call out
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