Why we need human-centred design more than ever
Covid has shown the need for brands and services that are designed with humans at their core, rather than the bells and whistles of technology, says Wayne Deakin, ECD, EMEA at Huge
In praise of hybrid creativity
We may have talked about the benefits of the creative polymath for centuries, yet most agencies keep their talent frustratingly siloed, says Wayne Deakin, ECD, EMEA at Huge. And it’s to the detriment of what brands need today
The joy of friction
Most brands are on a mission to create customer experiences that are as simple and smooth as possible. Yet, argues Wayne Deakin, ECD, EMEA at Huge, sometimes a bit of friction is a good thing
Casual Gaming: a missed opportunity for ad agencies
Casual gaming – video games targeted at a mass market audience via mobiles – is booming. Yet the ads within the games are largely uninspiring and boring. Here, Huge ECD EMEA Wayne Deakin explains why ad agencies are missing a trick