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"Be more entertaining. Be more interesting. Be more attention-grabbing. Hit people in the feels,” urges Zac Martin, who challenges advertising’s fixation on persuasion.
The Asia-Pacific region, which is predominantly led by Australia, declined by 22.7%, while the Americas fell by 3%.
While over 30% use it daily, they emphasise that brand strategy will require more human imagination than ever.
MullenLowe Global’s S Subramanyeswar is vice-chairman and industry veteran Paritosh Joshi is honorary treasurer