Why context is as vital as creativity for a brand’s ability to communicate

Among other vogue vernacular, ‘engagement’ is perhaps the single most relevant word for the digital age – and possibly the most misrepresented. In pursuit of the occupation or attraction of someone’s interest or attention, we have the capacity to yield enduring success or irrecoverable intrusion.
It’s rare for people to make instant declarations of loyalty to a brand. Or to anything. Yet many would suggest the majority of advertising executives remain stitched into