Business 21C - Published by UTS Business

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Advertising has always played a glamorous game with consumers and clients. This is depicted in pop culture through the television show Mad Men which projects an image of the industry in the 1960s. Today this glamour still holds true but with more transparency and a technological twist.

As consumers gain information through newer open sources of media, how must advertising firms reshape their targets to address the changes present in today’s society?

The new relationship developed through social media channels and clients, via consumers, impacts what strategies are in place to adjust to the changing landscape that this phenomena brings for brand identity and loyalty, which is fostered by creating an emotional connection through advertising and storytelling.

Business21C Weekly talks advertising and brand identity with Glen Barry, Creative Director and head of brand design at Lavender, and Craig Bailey, Digital Creative Director at advertising firm Pusher.

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