Ad Agencies: Producers of Disruptive Technologies
Anant Singh,1 Karthi Prakash,2 and Namit Jain3
Review Speak
Because of the way humans are hardwired, the role of ideas, storytelling, and interesting conversations in brand building will never get diluted. However, brand communication will continue to be shaped and influenced by new media and new contextual realities. It is common knowledge that advertising reflects what happens in society. Therefore, the trend (more a fad) of doing “higher order purpose” work that is disconnected from the product has to be seen in that light. Brand conversations are patterns that consumers buy into. What informs these conversations is a wider palette of considerations that go beyond product features ...
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