Robert Sawatzky
Sep 26, 2019

Dentsu creative: Ill-conceived purpose campaigns are ruining the industry

Consumers are calling bullshit on cause-based work that isn't authentic, and so should award jurors, according to Dentsu's Toshihiko Tanabe.

Brands are being told they need to have more purposethey can’t form a relationship with consumers without a cause. Surveys of consumers back this up, and as a juror at Cannes, Dentsu creative director Toshihiko Tanabe saw 16 of 21 Grand Prix awards given out to cause-related campaigns. 

We all want to do meaningful work and be successful in our jobs, but it’s getting out of hand, he told a packed crowd at...

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