Culture

If 2020 was the year of upheaval, 2021 is the year of progression. Businesses and marketers need to be pushing forward. Now is the time to dominate your industry and tackle influence, attention and profits.

New Zealand-founded agency Special Group has recently taken out Campaign UK’s Global Creative & Independent Agency of the Year award. Founder, Tony Bradbourne, reveals some of the secrets of its internationally renowned creative.

Ahead of AWAPAC 2021, Advertising Week presents a Q&A with Brett Armstrong, General Manager, Global Business Solutions, TikTok ANZ

There is still only a very limited number of brands that use older people in their content for products and services that aren’t age-related. Brands are often too quick to assume that younger demographics are the only ones engaging with digital.

Consumers are devoting their time to an ever-more diverse portfolio of devices and formats, so it can be tempting to assume that traditional formats must have lost some of their shine; mass digitization during the pandemic has only fueled these assumptions.

As COVID-19 lockdowns begin to ease, global digital immersion has become impossible to ignore – and social media has quickly become the lifeblood of every brand’s marketing strategy. 

2020 marked a trying time for us all. As we inch closer to the pandemic’s end, can we look back and call out the inspiring moments associated with it too?

For many Gen Xers and Boomers like myself, Friends was a cultural touchstone; it reflected who we were as twenty- and thirty-somethings before it signed off in 2004.

A combination of the roadmap out of lockdown and an effective vaccine rollout means UK consumers are starting to envisage a more positive future.