MIMI NICKLIN, PRESIDENT, RAPP DUBAI ON HOW TO APPROACH THE NEW CONSUMER LANDSCAPE

"Every day, I read someone else’s panicked LinkedIn status talking about how we need to adapt to the “changing media landscape” or “diversified consumer behaviour”. Yawn. Why are we all up on stage freaking out about the medium?

People are people; talk to them as such, wherever they happen to be — authentically, gently and without driving them bonkers! It’s really not that hard.

Yes, you can collect their data, and analyse it, and retarget them into submission but, to be frank, it’s sad when the professionals no longer care about the creative work they’re placing, in lieu of their fear for clickthrough numbers, and percentage completion rates on a spreadsheet."

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