The world is getting harder to predict—and waiting for certainty may be the riskiest move a brand can make. As consumer behavior fragments, culture moves in real time and outside voices can reshape perception overnight.
We partnered with Contagious on The Chaos Advantage, revealing a striking gap: 88% of marketing leaders believe bold creative wins, yet most organizations still default to safe work. Meanwhile, 42% have already watched competitors capture share while they hesitated. Our panel at ADWEEK House Advertising HQ unpacked when risk becomes strategy, how approval processes can stand in the way of opportunity and why earning attention through culture, creators and communities increasingly requires moving before every answer is known. Discover what it takes to make smarter, calculated bets and turn uncertainty from something to manage into a competitive advantage.
Jim Joseph, Global Head of Brand Impact at FleishmanHillard was joined by Elyse Blouin, VP & GM at Lowe’s Media Network, Janelle Panebianco, VP, External & Integrated Comms at Papa Johns and AJ Jones II, EVP, Chief Strategic & Corporate Communications Officer at MSE.
Video Credit: Inside Shot Productions
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