Join Katie as she talks with Victoria Dyke, Co-Founder of Ziggy on the firm’s rapid rise, why you shouldn’t wait for the “perfect moment” in your career to be bold, redefining “having it all” and balancing motherhood and career in today’s world.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
