PSFK's Editor-in-Chief Piers Fawkes on adopting new strategies to provide a more engaging relationship between consumer and brand

The evolution of advertising is driven by a balanced, fairer and more engaging relationship between consumer and brand. While we may preface our findings by pointing out some of the obstructions to the sector (cue: ad blocking), a new dynamic is really at work here: digitally-charged consumers have new-found power and they are willing to yield it.

That said, people still want to connect with brands—but will it be your brand? Folks aren’t content sitting back anymore, listening to the messages that corporations preach. Brands must seek their customers and engage them appropriately at the right time and right place.

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