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.
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.