Consumers are multihyphenates. With a new strategy, agencies can become them, too

But when brands and agencies think about culture, they can lose sight of the fact that we should think of consumers as multihyphenates, too, developing work that appeals to their passion points that run across and intersect within the cultural spectrum.

That word, 'disruption', suggests a disturbance, or an interruption. What if it was less about the idea of disruption and we instead took a more additive approach? What if we started embracing and enhancing what customers and consumers are already experiencing, where they already are?

Read at The Drum