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While many brands fumble, a few crack the code and soar ahead, reaping big rewards, according to the agency's global Meaningful Brands report.
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This piece is not a farewell to PR, but a farewell to an older mental model of it.
Across categories and platforms, the year’s standout campaigns trusted audiences, tapped lived behaviour, and let cultural insight — not clutter — drive impact.
Between comparison charts and keywords searches, the humble product page has begun to lose its shine.
The era of the accountable, standardised ecosystem is beginning.