There’s no such thing as a captive audience. Gone are the days of neat and discrete moments in time where advertisers talked to target audiences. Today’s is a culture in constant motion. And the dizzying array of platforms, constant connectivity and ever-increasing speed of information has left the ad industry out of sync with its audience. People don’t live in quarterly campaigns, nor do they distinguish communication channels. They expect faster and constant communication with their brands across more media platforms and conversations. Every month, week, day, on the hour. It’s now about how fast brands can move, how relevant they can be and what they can offer in the here and now. There is a always need for “slow” and carefully crafted brand strategies and stories. But, with culture in constant motion there is also a need for marketers to be quick and nimble, so they can find opportunities where their brands can tap into cultural conversations that are part of people’s lives.

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