The Importance of Authenticity in Creative Strategy

Brands are doing a lot more work in terms of trying to understand their consumers and you could see it in the quality of the work. And actually Joyce, what were the judges looking for particularly for the creative strategy category? Yeah. I think we just boiled it down to about three things. So authenticity of the insights. The purity of it, not an opportunistic idea because we did see some of those from that very onset. It was those things and the impact. Because you want an idea that can transform a business.