THE WORLD HAS CHANGED A LOT IN THE PAST 12 MONTHS – HOW ARE NEW ZEALAND CREATIVE AND MEDIA AGENCIES ADAPTING TO KEEP UP?
STEVE DIMAKIS: Being adaptable and agile has been vital in this industry for a long time. The principles of what we’re trying to achieve haven’t changed; Right person, right message, right time, right outcome. That essence has always held true, and keeping that in mind makes being agile and adaptable that much easier. What content people are consuming, where they’re consuming it, how they’re consuming it and why they’re consuming it will always be subject to change. For those of us in agencies, that means taking the time to understand behaviours and trends through testing, learning and building relationships.
