By Ed Horne

This month, agency leaders from The Drum Network are imagining what the agency of the future looks like. Here, 160over90’s Ed Horne envisages a shift in cultural strategy to reflect the multivariate needs of modern consumers.

The word ‘multihyphenate’ gets thrown around in entertainment, usually to describe a celebrity who expands into a new vertical by way of a brand partnership or other sideways move. Brands gravitate to this approach, seeing these figures as a vehicle to push out their messaging to new audiences; this practice has inundated the marketing landscape as more brands seek to tap into culture.

But when brands Read full story ›

Source: The Drum