Introduction: Taking risks

September 1, 2009 by Carey Toane

Risk. For the agencies that restructure from top to bottom to reflect the radical shifts in marcom effectiveness and for the brands that leap over the messaging moat to mingle with their consumers, it can sometimes bring reward.

Trying to identify ‘the next big thing’ for agencies, brands and consumer behaviour is like watching a teenager type a text message – blink and you’ll miss it. But while some trends may be fleeting, the learnings these innovators have to offer merit weighty consideration.

Ready to take a chance on something new? Read on.

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