The theme of this year’s Cristal Festival was boldness – which is apposite, since boldness is an all too often overlooked marker of a quality that regularly guides brands to innovation, creativity and success. It’s a theme that has me thinking, in part because as chair of the media grand jury at the event, I’ve had to make it centre stage, but also because in 2017, it’s perhaps been more key than ever.
This year has been marked by growing fragmentation of platforms and audiences, not to mention seismic disruption in adland. So in the spirit of celebrating the impact boldness has had on brands over the past year, I’ve picked out my choice of three bold brands, and looked into why boldness has been an integral part of their success.