With Great Creativity Comes Great Responsibility

“81% of people believe that “global brands have the power to make the world better.” Global influence still remains as strong as it always has been, but as marketers we need to think about how we can strike the balance between the best of both worlds. How can we promote unifying values while understanding the nuances of individual cultures and marketing in an ever more hyperlocal way? How do we as an industry work closely with brands ensure our industry is key to meeting this consumer desire? If our role as an industry is to reflect back the culture we are all part of - what do we want to reflect back? And how? Our industry has a platform and power to portray what ends up in a marketing communications, to reduce the impact on the environment to create, support and protect working in a multicultural environment – all in service of a better, more impactful and engaging creative product. The panel will assess the changes we need to see as we enter a phase of renewal and resetting, and what will matter more than ever to our industry and our creative product in the year ahead.