Brands Need to Evolve With Culture: Laura Visco, Deputy Executive Creative Director of 72andSunny Amsterdam

We asked our 2020 ANDYs jury their thoughts on what the advertising industry will bring us this year and Laura Visco, Deputy Executive Creative Director, 72andSunny Amsterdam shared:

What creative trends do you think you’ll see in 2020?

More ‘gendered’ brands who challenge the notion of men and women in 2020. And also, more and more brands talking about mental health, that used to be a taboo.

What new forms of technology do you think will play a role in creative campaigns this year?

I think we are starting to understand what to do with AI, and it does look fascinating. I’d also love to see data bias being tackled for real.

Is the industry moving forward with integrity and authenticity when they show up in places of social good, or is it woke-washing?

It can be interpreted as woke washing when the brand has no connection to the cause. But overall, I love to see brands investing in social causes and look for societal profit. Not everything in this industry can be about selling a burger.

How effective is the advertising industry as a narrator and reflector of culture in this moment?

Every day, the world around us changes and shapes our perceptions. We live in a constant state of flux. Brands should keep evolving just as culture does. But not merely as reflectors, but leading the way.