The campaign for Colman’s Mustard was one of the first examples of a new kind of advertising idea, one that would go on to drive profitable growth for hundreds of brands in the decades since: a Fluent Device.
Something changed this year at the ESOMAR Congress. Tectonic plates are shifting. Age-old market research certainties are vanishing. The most visionary clients are doing things differently and changing what they buy and the way they buy it. And where they lead, others will follow.