We're living in an age of personalisation. Each individual has the ability to create and consume his or her own content. Media fragmentation shouldn't be a barrier for brands, it represent an opportunity to connect with consumers in their own environment and rules. By combining quantitative information of a multicounty study done in 50 countries plus insights from a qualitative research that allowed people to show, using wearable cameras, how they interact with brands in the digital and mobile media we can highlight what people expect from brands and why.
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