Stop fetishising the new, start building stronger brands, more effective ads

November 8, 2023

Head of Effectiveness, Hannah McHard penned an article in Mi3 about the danger of fetishing novelty in advertising. Hannah champions the power of the tried and true as she dismantles our cultural obsession with what’s new. 

“Sometimes bravery is about navigating the uncharted, yes, but often bravery is about hanging onto what is proven to work.

“In our eagerness to advance, we can lose sight of a fundamental tenet of building great brands – consistency, and the patience required to deliver progress at the right pace. We might have the capability to see beyond the here and now, but move too soon and this will come at the expense of what is currently needed, and what’s working.”