DDB Sydney’s Fran Clayton On The Novelty Drought

As DDB Sydney’s Chief Strategy Officer Frances Clayton shared with The Australian, “Our worlds have shrunk and our routines are on repeat.”
In the world of marketing science, novelty gets a bad rap. Consistency, familiarity, and recognition are all given more weight and respect. But far from being random and frivolous, novelty plays a critical brand building role.

Right now, as most Australians are confined to their homes for weeks on end, we’re experiencing a novelty drought. Our worlds have shrunk, and our routines are on repeat. Through deprivation, we’re discovering the importance of newness, surprise and adventure.

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