In an industry obsessed with speed and volume, our Brand Futures Director, Nat Moores, is thinking about what it means for a brand to embrace creative depth.
And such is the intrigue around this subject, Nat has even been asked by Cannes Lions to share her thoughts on it at the festival later this month!
Ahead of her talk, which will see Nat take to the stage alongside Ukrainian Olympian and world record freediver Kateryna Sadurska, Little Black Book put Nat in their own hot seat.
‘5 Minutes with’ looks at why ‘the cult of shallow’ is one of modern marketing’s most pressing problems, and why Nat feels the quest for creative depth is increasingly urgent in the AI era, when it’s never been easier to produce average work at scale.
The full interview, which also covers Nat’s unconventional route into the industry, her nine years co-running brand consultancy Mac+Moore, and her take on craft, AI and the return of artisanal creativity, can be read on Little Black Book here.
Grab a cuppa, have a read and if you’ll be at Cannes Lions, do let us know!