authenticity
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Social media fatigue? Agencies must spark conversations, not noise
Campaign finds out how they can avoid risking digital irrelevance by crafting campaigns that inspire authentic audience dialogue, blending creativity with insights.
Brands have more power than governments to make a difference
How brands can leverage their influence to create meaningful societal change, ensuring authenticity and measurable impact in their initiatives
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'Touch, tell, selling and care': Thule on creating an authentic brand experience
The outdoor products brand is employing new strategies and technology to connect with customers more meaningfully.
Crafting culturally authentic ads that appeal to everyone
When brands speak authentically to a specific population, their ads end up more appealing to the general population than the average ad produced by those same brands.
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Inauthentic influencers: is honesty the best policy?
Last month, Ogilvy announced it would no longer work with influencers who distort or retouch their bodies or faces for ads. While it's a bold move for an agency to take such a stance, it’s unlikely to totally eradicate the issue of inauthentic influencing.
Understanding today’s Gen Z: From glossy luxury brands to inclusivity and cultural identity
Concerned about worsening income inequalities, Gen Z is shifting expectations of what luxury brands should represent away from exclusivity and aspiration, and towards authenticity and accessibility, according to a strategy and insights executive at M&C Saatchi Performance.
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