smart thinking: Google
In many ways it’s the benchmark modern brand. It makes the complex developments that it pursues really simple for users and fulfils that great role of being a useful tool and service and an extremely interesting and exciting brand at the same time.
smart working: Adidas
Adidas has the ability to reinvent itself and not get stuck in a rut, as well as being really innovative. It uses sponsorship and product endorsement very well and I especially like the original campaigns, the surprising Star Wars tie-up featuring Snoop Dogg, for instance.
smart engagement: Pixar
The film company has a great ability to be seen to be in touch with its core audience, giving them exactly what they’re after. I admire Pixar for its internal culture of creativity and sense of belief in the power of creativity. I think you get that sense in the end product that they are a restless bunch of creative people.
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