Campaign asked interns and recent graduates about how they see their role in the industry changing in the next five years
Degree: International relations and economics, State University of New York at Geneseo
Position: Account executive, DDB Dubai
One of the key ways I see advertising evolving is in the role of brand transparency in marketing communications. Looking back to when access to information was limited and communication was usually one-way from brand to consumer, brands would largely control the narrative through what was communicated in their campaigns. Now, with information a Google search away, consumers easily take notice if the gap between claim and reality is wide.
Brands
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