Is it something new, that 75% of the consumers say no to traditional advertising?? Well, being involved in consumers’ everyday lives it’s quite obvious; people are tired of old style advertising. Brand communication needs to focus on culture, not the products.
When in Malmö and Moving Images (I know it’s a long time ago now… ) Winston Binch from Crispin Porter + Bogusky talked about how they do relevant advertising. Marketing is a true engagement in popculture. It’s the true emotional sides that drives popculture. And to understand this they work mainly with anthropologists.