Is the industry too obsessed with technology? Zenith’s take on what drives brand growth

The rise of data and technology has opened new opportunities for brands to accelerate business growth. But what should brands be focusing on as they formulate their strategies going forward?

Speaking on day three of Cannes Lions, in a five-part video series in association with Publicis, Zenith’s global brand president, Vittorio Bonori says it’s essential to have a growth mindset, especially after years of focusing only on the bottom line.

“We believe there is an unprecedented opportunity today coming from this convergence between commerce and communication and this is giving us permission to play. That’s why we believe we can be a business partner to our clients,” he says.

For Sean Healy, global head of strategy and product at Zenith, creativity should be playing a central role in driving brand growth. But it does not get enough attention as it should in the industry.

He explains: “It feels like the balance might be swinging a little too far towards technology. It’s important to stay focused on the big picture – we have to deliver a motivating experience and inspire people in order for them to connect with the brand.”

Watch the full video above.

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