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The duo, who were in Singapore ahead of Spikes Asia, spoke to Campaign India about the timing of the book and why HumanKind is so relevant to the state of the advertising industry today. The essence of HumanKind's philosophy is to put people at the centre of all brand behaviour. Bernardin says the book is more relevant than ever today, because the duo were excited about where they were as a company, and as an industry.
They get things instantly. They want things that are far more responsive to the world that they live in. How do you use technology to tell a story in a brand new way? What we do is change behaviour with brilliant creativity, which is future-facing thinking, Titanium-esque thinking as also thinking that is category defying, one that bucks the status quo.
HumanKind will see a soft launch in Asia at Spikes, ahead of its formal launch in the west in October, next month. Video app Mitron and an other which removed apps from China were taken down from the Play Store.
More than leaders have signed letter to address implications for industry following George Floyd's death. Campaign India. Top news, insights and analysis every weekday Sign up for Campaign Bulletins.
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Trade Mark | Leo Burnett
Humankind by Leo Burnett