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Large brands maintain their dominance across all our retail subcategories, but fashion continues to be a battleground, with the likes of Penshoppe and Muji making waves.
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There was a time when the work spoke for itself—reels packed with iconic ads that did the creative magic. Today, in a fragmented media world, even award-winning work needs a story to grab attention. Darren Woolley asks: Does the agency reel still do its job?
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