“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.

Marc Ashwell

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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.

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