The founder of innovation & design firm on how to shift from creating 'louder ads' to doing things that ladder up to better brand experiences

There is an evolution in marketing communications underway, and it’s much deeper than just the trend toward omnichannel. It’s the ability brands have to gain an understanding of the customer that is context-rich and to use that to enhance and extend the buying experience.

Imagine someone traveling from a work meeting to their hotel when it starts raining. We can know in real time the weather they’re experiencing, that they hailed a car on an app, that they’re checking their messages along the way, and that they’re in motion or that traffic is slow. All these inputs create a context for us to design multi-sensory experiences around.

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