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How can creative disruption shape the future?

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Platform super convergence redefines how brands engage with consumers

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Digital platforms are evolving fast, blending and overlapping in new creative ways. From shoppable lingerie shows on Amazon to user-generated video platforms adopting ecommerce and virtual malls developing gaming options – platforms now allow consumers to shop, socialise and be entertained all in one space. Brands wanting to stay relevant should embrace these hyper-fluid ecosystems.

Bridey Lipscombe, global managing director and co-founder of Cult, said: “The age of the Amazon interface created to sell books 25 years ago is over. The potential for beauty, fashion, luxury and wellness brands to embrace the new convergence of social, retail and gaming is huge.”

Cult Futures is the new insight and incubation program launched by Cult, one of the world’s fastest growing independent creative agencies. Written in collaboration with leading futurist and award-winning author Lucie Greene, who has spent over a decade consulting for the world’s most influential Fortune 500 brands, the report includes interviews with the world’s pioneering AI creatives, digital artists and virtual brand owners to inspire brands to be brave and spark marketing innovation.

With the current climate of isolation and social distancing, online streaming platforms like Zoom and Houseparty have become community spaces and virtual venues. Whilst entertainment providers, such as Spotify, are seeing the value of morphing into social platforms.

In this hyper-connected digital universe, the merging of social media, e-commerce, music, payments and entertainment allows consumers to enjoy more intuitive, frictionless online engagement. Recognising these new converged consumer behaviours, rather than thinking in a platform centric way, offers vast opportunity for brand creativity and innovation.

‘Super Convergence’, the final episode of The Creatology Report, reveals what this means for creativity and brands.

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