“A robot named Pepper holding an iPad” by Alex Knight on Unsplash

A trends “short”

Programmatic, Digital, Drones, AR, VR, Ai, Blockchain, Pepper the Robot, Influencers, Big Data and all the rest of the “trends” we see lately are not ideas.

They are methods, resources, inputs and channels that form part of a larger strategy to reach audiences in a meaningful way.

They do not solve for shitty products, bad messaging, poor timing or shallow creative.

If used, they should be part of an integrated approach that includes some insights-driven marketing and communications.

When everyone has the same tools, the work will look the same.

Value creativity and value the insight that drives it.