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AdLand Cannot Risk Being Risk-Averse
By: Dwayne W. Waite Jr.
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Our business environment continues to change. Markets continue to fluctuate due to political changes, jobs numbers, and prices in oil and other commodities. Corporate America is going crazy — acquisitions, layoffs, changes in business headquarters, and the releasing of new products, along with the adoption of new technology.

To add to it all, consumers are rapidly changing the ways they get information, and the more they know (or think they know), the more their preferences change for goods and services.

In the wild, an animal staying still will face trouble surviving. The same logic applies to advertising; if the C-Suite believes that the same advertising will always continue to work, and that our usual target markets will never face fatigue, they are either overly optimistic or foolish.

It is true that not every brand is playing conservative; this admonishment does not apply to them. But we and our colleagues see the same type of advertising playing out, and see the same type of personality archetypes filling our screens and streams, and we can't help but get weary of the clutter.

Here's a call to the innovators: Keep pace with the change. Reach out to do something new, exciting, and relevant. We need it.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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