Life in marketing seems ever more complicated. The recent Cannes Lions (International festival of Creativity if you didn’t know) presents a myriad of awards including categories for Cyber, Mobile, Promo & Activation and Brand Content & Entertainment. As you’d expect there is also Press, Film, Direct and Outdoor but they seem side-lined by the new platforms and opportunities presented by the likes of Facebook and Google.
The creative industries have always embraced change, new tools and approaches. We just have to make sure that in doing so we don’t lose sight of the most important aspects of what we do. We need to keep a clear focus on being competitive for our clients, understand and generate insight into customers and deliver engagement and subsequent action through the creative that we develop.
The one compelling truth in all this noise is that no matter how complex the environment that it has to exist in, good communication is very, very simple.
Joe
Making brands more distinctive 
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