Stop chasing the moment. You were never the centre of it - Dentsu

Dentsu urged marketers to stop fixating on “the moment,” arguing that consumers experience culture fluidly rather than in single, campaign-shaped spikes. The company pointed to the density of global attention during major events such as soccer, tennis, cricket and Formula 1, alongside the ongoing Cannes festival, suggesting the industry can mistake visibility for value. It emphasized that people engage with brands across platforms and contexts throughout the day, not only when a big broadcast arrives. Dentsu cited a viewpoint that work can be visually compelling but fail to hold up in everyday life if it is designed mainly to be noticed. It highlighted insights from Brenda Mongina of Dentsu Creative Kenya, who said the real impact of a tournament is often generated locally in watch parties rather than on the main global feeds. The commentary also criticized brands that reuse standardized graphics for scheduled posts instead of adapting to cultural shifts.