Glen Cassidy
@glencassidy
Creative. Strategist. Always building.
Glen Cassidy
glencassidy.com
Fragmentation is an agency problem, not an advertiser problem. The challenge – how your budget will generate maximum long-term benefit for your brand – has never been less about how we reach an audience and never been more about how we create meaningful influence.
Like it or not, creators are the new media plans.
A creator isn’t just a person with followers. They’re a rhythm of reach and repetition: still criminally underutilised by the branding old guard, who totally misunderstand how they actually work.
They publish often, in consistent environments, with a recognisable tone, style, and face. Over time this... See more
A creator isn’t just a person with followers. They’re a rhythm of reach and repetition: still criminally underutilised by the branding old guard, who totally misunderstand how they actually work.
They publish often, in consistent environments, with a recognisable tone, style, and face. Over time this... See more
In general, consumers are now purchasing a repertoire of products to fill specific needs, instead of purchasing just one product. To illustrate: whereas ten years ago a typical household would have had just one type of milk in the fridge, a household today might buy cow’s milk, high-protein milk, and a plant-based alternative such as almond milk or... See more
The world of ‘ands’: Consumers set the tone
Need state driving brand promiscuity
So we may need to think of ourselves as always living a double life, the one that we wish for and the one that we practice; the one that never happens and the one that keeps happening.
Adam Phillips • Missing Out: In Praise of the Unlived Life
What's left
Two paths remain.
Path one: The market bifurcates. Luxury brands hire humans. Mass market uses machines. The middle collapses. Creative work becomes either artisanal or algorithmic. Nothing survives between those poles.
Two paths remain.
Path one: The market bifurcates. Luxury brands hire humans. Mass market uses machines. The middle collapses. Creative work becomes either artisanal or algorithmic. Nothing survives between those poles.