Looking at things through brands perspective, Tomas Gonsorcik, chief strategy officer at DDB North America, believes that although ‘the advertising business is, by definition, relatively low in its carbon footprint’, there is a lot of progress waiting to be made. He looks particularly at brand experiences, which according to effectiveness authority Karen Nelson-Field, don’t get much attention. “70% of all brand experiences get zero attention. That’s an awful lot of people’s time, energy, flights, productions and ultimately assets that go to waste. We need to take this seriously and re-examine what we do, collectively as agencies and advertisers, through the lens of effectiveness,” says Tomas.

He continues, “Is the work we do adding value to people’s lives? Are we creating a lasting emotional memory structure in their minds? Are we meeting consumer needs at peak moments versus trying to do everything, everywhere, all at once?”

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