FROM THE CLIENT OUT

As far as product design goes, LL Bean boots are perhaps one of the best examples of consistency in the world. Regardless of fashion trends and the introduction of new technology, the Maine-based company has stuck with the same boot design since it was founded in 1912.

While inspirational, this story is an exception to the general rule. In almost all other cases, brands need to evolve over time to stay relevant to the changing needs of an evolving target market.

The way we talk to those consumers is also evolving and, as a result, the agencies responsible for delivering those messages are also changing the way they do business.

Over the last 40 years, Insight Creative has worked closely with brands across Australia and New Zealand, observing