Google AI - The Invisible Forest

Emotive creates ideas that change the way people feel.

Why? Because the majority of brands are met with indifference, and people actively dodge ordinary advertising - ad blocking, ad skipping, dual screening, and subscribing to ad-free services.

The truth is, good advertising doesn’t always look like advertising any more, and unless our ideas are changing the way people feel, our work isn’t having the impact it needs to in the real world.

What this means is ideas not ads, fame as essential not just desirable, and executing consistently to bring about lasting changes in how people feel.

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