Having found sci-fi movies and novels to be a constant source of inspiration, here are five strategic lessons drawn from the genre's most compelling narratives.
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Stop predicting the future – start looking back and beyond adland
Let’s step outside the adland bubble and look beyond the top 10 lists and the best ads of the year accolades to what really resonated with people in popular culture in 2021 – and then to see what we can learn from it.