DDB Sydney’s Fran Clayton On The Novelty Drought

As DDB Sydney’s Chief Strategy Officer Frances Clayton shared with The Australian, “Our worlds have shrunk and our routines are on repeat.”
In the world of marketing science, novelty gets a bad rap. Consistency, familiarity, and recognition are all given more weight and respect. But far from being random and frivolous, novelty plays a critical brand building role.

Right now, as most Australians are confined to their homes for weeks on end, we’re experiencing a novelty drought. Our worlds have shrunk, and our routines are on repeat. Through deprivation, we’re discovering the importance of newness, surprise and adventure.

Read more here

Cookie Preferences

We use cookies that are necessary to operate the website and provide you with the functionalities you requested. With your permission, we would also like to use cookies, including third-party cookies, to gather website analytics and statistics, such as via feedback polls, to improve your experience and to provide you with additional features (such as social media features).

You can revisit your consent choices at any time by returning to this preference centre and find out more about cookies by visiting our Cookie Policy.

Preferences successfully updated!